Module Management Information

Transcription

1 Module Information for BM2275, 2015/6 - APPROVED Module Title/Name: Business to Business Marketing&Relationship Management Module Code: BM2275 School: Aston Business School Module Type: Standard Module New Module? No Module Credits: 20 Module Management Information Module Leader Name Chris Richardson Address c.richardson3@aston.ac.uk Telephone Number Not Specified Office Not Specified Additional Module Tutor(s): Level Description: Level 5 (Foundation Degree/Dip He) Programmes in which available: Contributing School & Subject Groups (and %): Credit Value & ECTS Credits: 20 Available to Exchange Students? Module Dependencies Pre-requisites: (BM1134). Co-requisites: Prohibited Combinations: Module Learning Information Module Aims:? To develop an clear understanding the characteristics of business markets and how business to business (B2B) marketing differs from consumer (B2C) marketing? Using B2B marketing as a vehicle, develop an appreciation of personal selling and its fundamental role in developing and maintaining business relationships Module Learning Outcomes:

2 By the end of this module students should be able to? Describe how B2B markets differ from B2C in terms of characteristics/structure, buyer/ seller behaviour and marketing practices? Undertake a thorough segmentation, targeting, differentiation and positioning exercise for entering a UK B2B market? Describe marketing mix implementation processes appropriate for B2B markets? particularly in relation to developing value propositions (product/services), pricing, distribution and marketing communications.? Develop an appropriate sales and distribution strategy for the launch of a B2B product range into the UK market. Indicative Module Content: Part One Week Lecture Topic 1 Introduction to Business Markets and Marketing 2 Organizational Buying Behaviour 3 Researching, Segmenting and Targeting Business Markets 4 Planning & Strategy in Business Markets 5 Product (and Services) Management and NPD/NSD 6 Business Marketing Channels (and Channel Conflict) 7 Supply chain management 8 Pricing in Business Markets 9 Promoting to Business Markets Part Two Week Lecture Topic 1 Introduction to Sales Relationships 2 Planning & Strategy in Bus Mkts (including Sales Planning) 3 The Role of Selling, the Selling Process and Ethics in Selling 4 Customer Relationship Management (CRM), strategy and business markets 5 Structuring Sales 6 Sales Forecasting, Incentives and Performance 7 Performance Measurement in Marketing and Sales 8 Integrating Sales and Marketing International Dimensions: The subject will be taught with reference to the international context. This reflects the nature of business markets which extend across national boundaries. Students are encouraged to apply international examples throughout their work and coursework involves the importing and launching of overseas products into the UK market. Corporate Connections: A selection of guest speakers from B2B firms will give short presentations on their field followed by a Q&A sessions. Ethical Approval: No primary research is involved in this module Links to Research: Research papers form part of the modules core content. Papers linking Marketing Group or other research into B2B and sales relationship management will be introduced at key points. Ethics, Social Responsibility and Sustainability: Module Delivery Methods of Delivery & Learning Hours (by each method): Method of Delivery Learning Hours Lecture: 18 hours Tutorial: 20 hours Independent Study: 162 hours Total Learning Hours: 200 hours Learning & Teaching Rationale: Lectures: During the lectures the key concepts for each topic will be presented and discussed. These key concepts are related to

3 the group work and course examination. Students are expected to accompany lectures with all essential readings. Seminars/Tutorials: These will provide students with knowledge of B2B practice provided by guest practitioners from various areas of business. They will also help prepare students for coursework, giving them the opportunity to ask questions, discuss and debate issues related to the coursework exercise. Please note that if any time the lecturer is unavailable at the designated time, either the lecture will proceed with another member of the marketing group, the lecture will be re-scheduled for a later session or the lecture will be video recorded and placed on Aston Replay. In addition to lectures and tutorials, students are expected to undertake self-directed learning, which will include readings and group coursework. Module Assessment Methods of Assessment & associated weighting (including approaches to formative assessment as well as summative): Assessment Type Category Duration/ Submission Date Common Modules/ Exempt from Anonymous Marking Assessment Weight Report Group Assignment 29/Apr/2016 No 20%% Outline Brief? Each group is to select an overseas B2B manufacturer. Following research and analysis, the group, acting as a B2B consultancy, must submit a report entitled??x company?marketing, sales and distribution strategy for penetrating the UK?.? The report must be based on the group?s market research and underpinned by B2B marketing and relationship management theory, Detailed Brief?? You are a UK Business to Business Marketing Consultant and have been approached by the X company of Y country, whose Managing Director wishes to expand into the UK market. Following plans that he has followed in other countries, he plans to lease modest warehousing and office premises and ship goods over from the factory overseas to this warehouse in the UK. The UK operation will be run by a General Manager (not yet recruited) who will have a sales and marketing background in the industry. There will also be a small sales office and a marketing officer. Until the business grows, the General Manager will act as Sales Manager and will manage any sales team that is taken on.? The overseas manufacturer is understands that entering an unknown market is fraught with problems. They currently have no sales contacts in the UK, know little about channels of distribution, are ignorant of what motivates buyers, have no knowledge of product competition and pricing and have no idea of how to promote their products in the UK. They need help...they need a plan!? You are a Business Marketing & Relationship Management consultant experienced in helping other companies enter UK B2B markets, You have, therefore, been approached and asked to create a report, advising the MD how the company should undertake this exercise to maximise their chances of success in penetrating the UK market. You must advise them on, not just how to go about doing this, but why they should undertake the action you recommend? that is, the rationale behind all of the proposals put forward..? The plan is to be divided into two key sections. First, an analysis of the market and overview of marketing strategy. Secondly, detailed proposals for the Sales and Distribution of products to customers in the UK market. GROUP SECTION? 2500 words ANALYSIS? Environmental and Industry analysis? including competitors, customer segments, buying habits? Industry distribution channels? structure & types; user, retail, merchant, distributor, supplier, manufacturer 20% out of 50% MARKETING STRATEGY? Target customer segments? all/some - rationale? Channels proposed - rationale? Parent company product range for UK - selection rationale? Differentiation, price/benefits & competitive positioning? Overview of marcom role and breadth 30% of of 50%

4 December/January Exam Closed Book 2:00hrs - 60% The paper will comprise six questions from which three are to be answered.. Report Individual Assignment 29/Apr/2016 No 20%% Outline Brief? Each group is to select an overseas B2B manufacturer. Following research and analysis, the group, acting as a B2B consultancy, must submit a report entitled? o?x company?marketing, sales and distribution strategy for penetrating the UK?.? The report must be based on the group?s market research and underpinned by B2B marketing and relationship management theory, Detailed Brief?? You are a UK Business to Business Marketing Consultant and have been approached by the X company of Y country, whose Managing Director wishes to expand into the UK market. Following plans that he has followed in other countries, he plans to lease modest warehousing and office premises and ship goods over from the factory overseas to this warehouse in the UK. The UK operation will be run by a General Manager (not yet recruited) who will have a sales and marketing background in the industry. There will also be a small sales office and a marketing officer. Until the business grows, the General Manager will act as Sales Manager and will manage any sales team that is taken on.? The overseas manufacturer is understands that entering an unknown market is fraught with problems. They currently have no sales contacts in the UK, know little about channels of distribution, are ignorant of what motivates buyers, have no knowledge of product competition and pricing and have no idea of how to promote their products in the UK. They need help...they need a plan!? You are a Business Marketing & Relationship Management consultant experienced in helping other companies enter UK B2B markets, You have, therefore, been approached and asked to create a report, advising the MD how the company should undertake this exercise to maximise their chances of success in penetrating the UK market. You must advise them on, not just how to go about doing this, but why they should undertake the action you recommend? that is, the rationale behind all of the proposals put forward..? The plan is to be divided into two key sections. First, an analysis of the market and overview of marketing strategy. Secondly, detailed proposals for the Sales and Distribution of products to customers in the UK market. INDIVIDUAL SECTION words per team member SALES AND DISTRIBUTION PLAN - section dealing with 1 of 5 different areas - to be allocated Total: 100% Method of Submission: Electronic Copy Only Assessment Rationale: The module will be assessed by a two hour examination in term one and one piece of group coursework in term two. Exam (60%) will take place at the end of term one and will be 2 hours and closed book format. The paper will comprise six questions from which three are to be answered.. Group Section of Report (20%). A collective?group section? assesses the application of learning primarily from term one. Individual Sections of Report (20%). Individual sections (selected by each student) examine, primarily, content from term 2. NOTE: The individual sections must logically follow and relate to the content of the group section. Feedback Rationale: Written feedback on coursework assignments will be provided within the specified turnaround time. Module Teaching Frequency, Room & AV Requests Room & AV Requirements:

5 Teaching Frequency: No Room Requirements Specified No AV Requirements Specified