This module introduces students to the study of buyer behaviour and relationships in the business markets. The module intends to introduce students to the key theoretical concepts underpinning the marketing strategies for business markets and the management of business relationships in different marketing situations for products and services firms. In doing so, the module builds an awareness of multiple stakeholder groups in business markets and the notion of managing networks, alliances and partnerships across the diverse stakeholder groups.
The main aim of the module is to enable students to develop a critical understanding of the importance of studying and understanding buyer behaviour in the business to business market and distinguish the marketing strategy, planning and implementation for the same from buyer behaviour in consumer markets.
- Module Supervisor: Young-Ah Kim