This module will be taught through a combination of lectures and case work examining inbound and outbound marketing techniques (blogs, papers, email) and relationship marketing.
Module Aim:
This module aims to provide a understanding of the dynamics of business to business marketing in a Digital economy both nationally and globally while also learning how to develop business to business Marketing Strategies.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Critically evaluate new tools and technologies in Business to Business Marketing and the changes in the organisational buyer behaviour journey, in the development of long term strategic business relationships.
LO2
Research and develop a Business to Business Marketing Strategy.
LO3
Critically analyse the challenges and opportunities in both national and international business environments in order to develop successful B2B market positioning.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
Module Content & Assessment
Indicative Content
The Business to Business Buyer
Characteristics of the B2B Buyer. changing dynamics - Fostering relationships. Understanding the B2B buyer behaviour journey.
The evolving B2B marketing landscape
More channels and platforms, need for agility, changing buyer, data management.
Tools and Technologies
Evaluate marketing tools and technologies including four that impact B2B marketing such as Analytics, Optimisation, Marketing Automation, Targeting and Personalisation.
B2B Marketing Planning
The planning cycle, B2B brand awareness, demand generation, organisational enablement.
Control and Measurement
Budgeting, Staffing, Measuring.
Assessment Breakdown
%
Continuous Assessment
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Case Studies
Using a case study approach, Learners will be tasked with identifying and evaluating key trends, influences and changes in the buying organisation (DMU) and the B2B customer buyer journey. Learners will be required to appraise and provide B2B marketing solutions to respond to these changes.
1,3
30.00
Week 24
Project
In groups, learners will undertake research and develop a Business to Business marketing strategy for a client company.
1,2,3
70.00
Sem 2 End
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment