Postgraduate Course: Business to Business Marketing (EMBA) (CMSE11276)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | The course focuses on how businesses identify and competitively satisfy the needs of other businesses. |
| Course description |
It is a radically different challenge than marketing to end users (consumers). Business goods go through numerous transactions and transformations before they are ready to be ultimately sold to consumers (for example sand=»silicone=»semiconductor chips=»computer mother boards=»personal computers). Although a common body of marketing knowledge applies, important differences exist between consumer and business marketing, especially the nature of the markets, demand patterns, buyer behaviour and buyer-seller relationships.
Syllabus
To follow.
Student Learning Experience
To follow
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and discuss critically the dynamic and complex nature of the business marketplace.
- Understand and discuss critically the important differences between consumer and business markets and the implications for marketing management.
- Critically evaluate the implications the specific nature of business-to-business organisation has on marketing.
- Critically appraise the marketing strategies and operations of business marketers.
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Reading List
| A reading list will be provided during the course. |
Additional Information
| Graduate Attributes and Skills |
Cognitive and Subject Specific Skills:
Demonstrate a critical appreciation of the literature in this field and be able to relate the theory to practice.
Demonstrate an ability to research, collate and synthesise material relevant to the team project.
Transferable Skills:
Analyse the strategies and practices of Business to Business Marketing management.
Engage in critical discussion of marketing in a business to business context in class.
Debate and defend considered arguments.
Study independently and take responsibility for sourcing, reading and analysing related reference material for the course.
Create strategic and tactical plans.
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| Keywords | Not entered |
Contacts
| Course organiser | Dr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: |
Course secretary | Miss Kate Ainsworth
Tel: (0131 6)51 7761
Email: |
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