Strategic Market Relations: Building, Managing, and Leveraging Market Relationships

Code

BUSI4388

School

Business

Level

4

Credits

10

Semesters

Spring UK

Summary

Why focus on business-to-business marketing? It is believed that between 50% and as much as 80% of all marketing related jobs and associated economic activity are in business markets. New perspectives in business marketing have emerged that focus on intangible resources, the co-creation of value, and relationships in networks of organisations rather than the traditional buyer-seller dyadic view of markets and marketing. The aim of this module is to provide an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and strategic market relations. We explore the complex dynamics of networked relationships between buying and selling organisations. Such networks offer organisations the opportunity to learn and create value in novel and innovative ways. However, they also constrain the actions of individual organisations in the network. Thus, strategic market relations require firms to understand how to build, manage, and leverage their market relationships.

Target Students

Available for FT MBA students OR students on one of the Executive MBA variants OR MBA Executive Senior Leadership students.

Classes

• One 3-hour-30-minute lecture

This module is taught through a series of lectures.

Assessment

• 30% Coursework 1: 1,000 words. Reassessment: 100% coursework (3,500 words).
• 70% Coursework 2: 2,500 words. Reassessment: 100% coursework (3,500 words).

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding:
This module develops a knowledge and understanding of:

•    Markets - the development and operation of markets for resources, goods and services
•    Marketing and sales and different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design.
•    Customers and stakeholders - customer expectations, service and orientation. 

Intellectual skills:
This module develops:
•    Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
•    Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.

Transferable (key) skills:
This module develops:
•    High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.

Learning Aims:
•    Digital business and the development of strategic priorities to deliver at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management.
•    The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
•    Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.

Conveners

• Dr Amir Homayounfard