Module Information
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Workshop | 4 x 1 Hour Workshops |
| Seminar | 4 x 1 Hour Seminars |
| Lecture | 11 x 2 Hour Lectures |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Report 1 Business relationship management report (2000 word limit) | 25% |
| Semester Assessment | Report 2 Customer relationship management report (4000 word limit) | 75% |
| Supplementary Assessment | Report 1 coursework 2000 words Repeat failed element | 25% |
| Supplementary Assessment | Report 2 coursework 4000 words Repeat failed element | 75% |
Learning Outcomes
On successful completion of this module students should be able to:
* Critically evaluate relationship marketing theory and practice;
* Critically evaluate network theory and practice;
* Critically evaluate customer relationship management theory and practice;
* Critically evaluate business-to-business marketing theory and practice;
* Critically evaluate service and services in a business marketing context;
* Develop understanding of alternative marketing practices.
Aims
The aims of the module are to prepare students for work in the areas of business-to-business, supply chain and customer relationship marketing management.
Brief description
This module covers aspects of dealing business to business (B2B) and customer relationship management. The module focuses on the psychology of relationships, networks, service and value. Taking an applied approach, students are introduced into the topics through applied case studies and industry experienced staff.
Content
- Key Account Management
- Business Buying Process
- Business Marketing Segmentation
- Business-to-Business Communication
- The B2B Marketing Mix
- B2B Marketing Strategies
- Relationship Marketing
- Stakeholder marketing
- Supply and Value chains
- Service and Services
- Customer Relationship Management
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | N/A |
| Communication | The skills required for a draft marketing communications plan will be developed in the coursework. Other communication skills such as presenting and discussions will be obtained via seminar work. |
| Improving own Learning and Performance | This will be gained through the evaluation and analysis of coursework company and classroom exercises. |
| Information Technology | Students will be expected to make appropriate use of word-processing and presentational software in their coursework. They will also need to understand CRM software and its applications. |
| Personal Development and Career planning | The coursework requires students to focus on an applied organisational setting, and in developing their understanding of the research, communication and analytical skills required in that context they will be able to make better-informed career choices and direct their personal development plans accordingly. |
| Problem solving | Students will develop problem solving skills through the evaluation and analysis of coursework company and classroom exercises. |
| Research skills | Students will employ academic and commercial marketing research skills in the coursework. |
| Subject Specific Skills | Understanding of CRM software applications. |
| Team work | Students will be expected to work in teams in class exercises. Not formally assessed but formative feedback given in seminars. |
Notes
This module is at CQFW Level 6