Indicative Content |
The Business to Business Buyer
Characteristics of the B2B Buyer. changing dynamics - Fostering relationships. Understanding the B2B buyer behaviour journey.
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The evolving B2B marketing landscape
More channels and platforms, need for agility, changing buyer, data management.
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Tools and Technologies
Evaluate marketing tools and technologies including four that impact B2B marketing such as Analytics, Optimisation, Marketing Automation, Targeting and Personalisation.
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B2B Marketing Planning
The planning cycle, B2B brand awareness, demand generation, organisational enablement.
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Control and Measurement
Budgeting, Staffing, Measuring.
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SETU Carlow Campus reserves the right to alter the nature and timings of assessment
Module Resources
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Recommended Book Resources |
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King, KA. (2015), Complete Guide to B2B MArketing, Pearson, [ISBN: 408452-7].
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Zimmerman and Blythe. (2013), Business to Business Marketing Management, A global perspective, Routledge, London.
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Hutt and Speh. (2013), Business Marketing Management, 11th. South Western.
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Supplementary Book Resources |
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Brennan, Canning and McDowell. (2011), Business to Business MArketing, 2nd. Sage.
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Recommended Article/Paper Resources |
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Journal of Strategic Marketing. JSM.
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Journal of Marketing Management. JMM.
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Industrial Marketing Management Journal. IMM.
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Journal. Journal of Business and Industrial
Marketing.
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Other Resources |
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