Module Information

Module Identifier
BM37105
Module Title
Business to Consumer Relationship Development and Customer Experience
Academic Year
2022/2023
Co-ordinator
Semester
Summer
Also available in
Exclusive (Any Acad Year)
Nil
Reading List
Other Staff

Course Delivery

 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Report  Report into B2C marketing systems 1500 Words  100%
Supplementary Assessment Report  Report into B2C marketing systems 1500 Words  100%

Learning Outcomes

On successful completion of this module students should be able to:

Articulate and critically evaluate the practice of Business to Consumer marketing and its application in current marketing.

Analyse different aspects of B2C and understand marketing activities in relation to them.

Demonstrate an understanding of the importance of consumers and marketing communications and CRM.

Brief description

B2C Marketing describes a business model in which a company or a brand, markets directly to individual consumers.
This module develops an understanding of the range of tools, practices and communication methods required by organisations to market their products/services effectively. The module will therefore cover, CRM, brand loyalty, digital marketing and the Marketing Communications Mix.

Aims

The aims of this module are:
1. Articulate and critically evaluate the practice of Business to Consumer marketing and its application in current marketing.

2. Analyse different aspects of B2C and understand marketing activities in relation to them.

3. Demonstrate an understanding of the importance of consumers and marketing communications and CRM.

Content

• Define Business to Consumer concept: The difference between B2C and B2B.

• Models of B2C Marketing: The frameworks and models used in analysis by marketers. This w ill include Segmentation, targeting and positioning.

• Effective Customer Relationship Management (CRM)

• Understanding Customer Relationships, Relationship Lifecycle Management (Acquisition, Growth, Retention)

• Developing long term customer loyalty

• Brand development

• Marketing Communication and Digital Marketing

Module Skills

Skills Type Skills details
Creative Problem Solving Students will gain problem solving skills as part of their coursework assessment and classroom exercises.
Critical and analytical thinking The coursework will need a certain amount of market research which the student will undertake, gaining key research skills
Digital capability Students will be expected to make appropriate use of word processing and presentational software in their coursework. Also, they should make use of blackboard and on-line research.
Professional communication The Presentation will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills
Subject Specific Skills A deeper understanding and the ability to critically evaluate activities in relation to marketing – which are a major part of business today.

Notes

This module is at CQFW Level 6