Module Management Information

Transcription

1 Approved Module Information for BM2275, 2014/5 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 Telephone Number Office Level Description: Level 5 (Foundation Degree/Dip He) Available to Exchange Students? Module Dependancies Pre-requisites: Introduction to Marketing Management (BM1134). Co-requisites: None Specified Module Learning Information Module Aims:? To develop an understanding of how business markets differ from consumer markets with respect to the nature of buyers and their behaviour, the significance and structure of distribution channels and how such matters relate to differences in approach to strategy and the marketing mix. This aim is achieved primarily through class attendance? To develop knowledge of business marketing theories outlined in class and related to the above areas. This should be achieved through class attendance and the reading of the recommended articles and textbooks.? To apply theoretical and conceptual models to real life cases using appropriate theories and frameworks for diagnosing business markets and enhancing managerial decision-making. This aim should be achieved through group working and the set assignment for this module.? To develop knowledge of personal selling and an appreciation of its fundamental role in developing business relationships. This is to be achieved through class attendance, reading, tutorials and participation in group coursework. Module Learning Outcomes: By the end of this module students should be able to 1. Knowledge & Understanding

2 a. State clearly the differences between what can be termed B2B and consumer products/services b. Describe the differences and similarities between B2B and consumer markets c. Appreciate and explain the unique principles lying behind B2B buying behaviour and the issues driving these d. Appreciate and explain where new product ideas can originate and describe the NPD process in detail. e. Explain the importance of service levels in delivering products and services and the ways in which it may be evaluated f. Describe why intermediaries are necessary in B2B and consumer markets and describe optional channel strategies to serve these markets g. Demonstrate an understanding of channel conflict, what causes it and how it may be dealt with?or avoided. h. Describe the goals and benefits of supply chain management and how it can add value to products and services i. Explain the range of general price setting and price adjustment approaches demonstrating an appreciation of the suitability of each for different situations j. Explain the principle of hierarchy of effects and how this may influence the selection of different marcom tools k. Explain the unique characteristics of B2B markets/organizations that the sales person must contend with l. Appreciate and identify the main ethical issues in personal selling m. Explain Customer Relationship Management, its objectives and ways in which these can be achieved. n. Describe the different types of selling function that an organization may choose to use and how these may be organized to best match the organization, its customer and goals. o. Detail the key roles of sales management. p. Identify and describe the key types of and issues surrounding Marketing Performance and Sales Performance Measurement q. Appreciate and explain how and why friction takes place between sales and marketing functions and identify the ways in which the two functions can be effectively integrated in organizations. 2. Intellectual Skills a. Successfully apply the principles behind business market segmentation and develop targeting, differentiation and positioning plans b. Recall and correctly apply the marketing planning process to B2B products c. Generate and propose an appropriate outline marketing strategy for a B2B company d. Objectively analyse the suitability of global market entry options and justify the selection of any chosen option e. Explain the importance of innovation in B2B and propose a strategy to best address it. f. Contrast and compare the benefits of word of mouth communication with marketing communication tools and media g. Propose ways in which marcoms through digital media may be effective in B2B markets h. Explain how successful sales people operate and demonstrate how this can benefit the B2B organization i. Compare the features and benefits of different types of sales forecasting, types of sales target and sales force remuneration methods. 3. Professional skills a. Undertake a situational analysis, develop and advocate a marketing plan 4. Transferable Skills a. Advocate a strategic position based on analysis of a complex situation and the interpretation and application of appropriate theory 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:

3 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. 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 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 December/January Exam Closed Book 2:00hrs - 60% The paper will comprise six questions from which three are to be answered.. Report Group Assignment 27/Apr/2015 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

4 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% Report Individual Assignment 27/Apr/2015 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

5 AND DISTRIBUTION PLAN - section dealing with 1 of 5 different areas - to be allocated Total: 100% Method of Submission: Hard 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.