NBS8663 : Industrial Marketing
- Offered for Year: 2024/25
- Module Leader(s): Dr Paul Liu
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
- Capacity limit: 80 student places
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
Industrial marketing, or business-to-business (B2B) marketing refers to marketing activities between businesses, including business-to-government). This module is designed to provide students with advanced knowledge of core concepts and tools employed in industrial marketing, and recent developments in business marketing practice.
Upon successful completion of the module, students will gain advanced knowledge on central concepts, frameworks and practices of the psychology of situational, environmental and cultural (interpersonal) influences on firm-level behaviours; the decision-making process that firms undertake; and, why, and how under the backdrop of industrial marketing.
The module aims to introduce the nature of business markets and their differences from consumer markets.
Students will gain advanced knowledge about industrial marketing theories, concepts and recent developments in industrial marketing practice with an international perspective.
Students are enabled to develop a deeper understanding of critical elements in industrial marketing and to apply them in developing effective industrial marketing strategies across the globe.
The module will offer an immersive opportunity for students to learn cognitively from role plays and games for students to practice the theories, concepts and framework of industrial marketing for enhanced learning outcomes.
Outline Of Syllabus
Industrial Marketing Overview: An International Perspective.
Characteristics of Industrial Markets & Types of Industrial Customers.
Customer Relationship Management.
People - B2B Relationship and Network Management.
Pricing in Industrial Marketing.
Promotion - Integrated Communications Management.
Place - Distribution Decisions.
The impact of contemporary technologies on organisational buying process.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete the formative and summative coursework and assessments. |
| Scheduled Learning And Teaching Activities | Lecture | 9 | 2:00 | 18:00 | Pip Lectures |
| Guided Independent Study | Directed research and reading | 1 | 30:00 | 30:00 | Equivalent to 3 hours per teaching week |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | Pip Seminars |
| Guided Independent Study | Independent study | 1 | 19:00 | 19:00 | Independent study |
| Total | 100:00 |
Teaching Rationale And Relationship
The Scheduled Learning and Teaching Activities include in-person lectures and seminars aimed at outlining industrial marketing theories, concepts and frameworks and are supported by a wide variety of examples, illustrations, and simulations of role plays and games from industrial marketing practice.
Lectures will be supplemented by in-person small group teaching sessions, focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials provided.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 2 | A | 100 | In Person Exam |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Written exercise | 2 | M | The practice of answering a mock exam question |
Assessment Rationale And Relationship
The summative assessment is one unseen exam (90 minutes) at the end of Semester 2, worth 100% of the overall module mark. Students are required to answer two questions from a choice of three. The exam is in essay format.
The formative assessment is an answer plan to a mock exam question (150 words). Students will receive formative feedback on their answer plans to inform their exam preparation.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8663's Timetable