This module provides students with an overview of important aspects of business-to-business marketing. For this purpose, students will explore crucial underlying concepts of relationships and networks as well as develop a sense of business marketing practices. Thus, the module covers both relationship marketing and network marketing theory and practice and thereby fosters an understanding of how organisations are embedded in a net of business exchanges, which create interdependencies between business actors. Using collaborative and cooperative relational management provides firms within such nets with the possibility to mobilise important external resources via business partners in the supply and customer network. The module will use case studies and practical example throughout.
The module aims at providing students with a rich perspective about the main relational and network theories of business marketing. Furthermore, it will showcase managerial practice in these areas and develop a critical understanding of how such theories and practice affect the overall network and society in general. Besides providing students with the conceptual grounding and analytical skills, the module will also provide opportunities to develop and deepen generic management skills such as presentations, group work, and critical reflection. This is done via the juxtaposition of theory with case study examples and practical assignments which will encourage students to develop and practice their ability to create and effectively deploy as well as critique relationship and network techniques as part of business-to-business marketing.
40% Coursework (group assignment) and 60% Examination
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