Master of Science in Marketing Management
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Module 5 : B2B Marketing
OBJECTIVES
(a) to provide an introduction to the distinctive nature of the job of the marketer when the customer is a business or organisation
(b) to provide an appreciation for the growing and changing role of marketing within industrial companies
(c) to provide insights into ways in which a number of emerging principles, concepts, and techniques can be used successfully by the industrial marketer.
COURSE CONTENT
The theoretical parts focus on developing an understanding of the industrial marketplace, whereas the managerial parts look at how to translate that understanding into creative and impactful marketing programmes.
Market sensing and business relationships
The industrial customer
Relationships between distributors and producers
Key Account Management ...
Full course content available on request.
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Concentration Courses
Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results
Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...
Marketing Research
Qualitative and quantitative marketing research, case studies...
Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...
B2B Marketing
Organizations as customers, professional markets, key account management...
Brand Equity
Brand management territory, brand personality, product mix, brand security...
E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...
Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...
Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...
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