| CODE | CRC2080 | |||||||||
| TITLE | B2B Marketing Communication | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | 5 | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Corporate Communication | |||||||||
| DESCRIPTION | This study-unit provides a comprehensive overview of B2B marketing communication, focusing on strategies businesses use to engage and maintain relationships with other organisations. Students will explore the key differences between B2B and B2C marketing and understand why B2B transactions require a more strategic, relationship-driven approach. The study-unit will cover content marketing, lead generation, digital marketing for B2B, account-based marketing (ABM), and thought leadership. Practical case studies will demonstrate how successful B2B brands create value through multi-channel communication and customer relationship management. The impact of digital platforms, LinkedIn marketing, email marketing automation, and AI in B2B communication will be examined. Ethical considerations and challenges in B2B marketing, such as transparency, data security, and compliance, will be addressed. Study-Unit Aims: - Provide students with a clear understanding of how businesses communicate in B2B markets; - Develop an ability to analyse and apply B2B marketing strategies; - Introduce best practices in lead generation, branding, and digital marketing in B2B contexts; - Equip students with the skills needed to create and evaluate effective B2B communication campaigns. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the unique characteristics of B2B marketing communication; - Evaluate different B2B marketing models, including relationship marketing and account-based marketing (ABM); - Explain the role of content marketing, lead nurturing, and digital marketing strategies in B2B communication; - Assess the effectiveness of B2B communication channels such as email marketing, LinkedIn, and industry conferences; - Compare and contrast B2B vs. B2C marketing strategies. 2. Skills: By the end of the study-unit the student will be able to: - Develop B2B marketing communication strategies based on industry best practices; - Analyse the impact of digital tools and platforms on B2B communication effectiveness; - Create targeted B2B content, including white papers, case studies, and industry reports; - Measure the success of B2B marketing communication strategies using key performance indicators (KPIs); - Engage in critical thinking and decision-making in B2B marketing contexts. Main Text/s and any supplementary readings: Main Texts: - Hutt, M. D., & Speh, T. W. (2021). Business marketing management: B2B (13th ed.). Cengage Learning. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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