ECTS: 8 credits
This course aims to develop an understanding of organisational markets – both of the processes and buying behaviours of actors purchasing on the behalf of organisations and of the strategies and tactics that the marketer may develop in such contexts. The course focuses to a large extent upon contemporary trends in organisational marketing theory and practice with an empasis upon the use of relationships in organisational markets and the possible future of organisational markets in the electronic and global arena.
Year/Course Type: 3ma, 3mi
Terms Taught: M
Contact Hours: 25 Total (20 Lectures, 5 Seminars)
Person Responsible: Dr Gillian Hopkinson
MKTG210 (and MKTG229 in 2009/10)
The course does not rigidly follow a core text but the following text outlines important themes: Ford, David et al (2003) Managing Business Relationships, John Wiley Press.
Additional readings will be suggested and are largely available via the web. This supplementary reading forms an important part of learning on this course.