Module Database Search

Module Title
Business Marketing and Innovation

Marketing strategy, Organisational buying behaviour, Sales management, Innovation, New product development

SCQF Points15
ECTS Points7.5
CreatedMarch 2013
ApprovedJuly 2013
AmendedAugust 2013
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

BS1225 Marketing or equivalent, in addition to SCQF Level 9 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To provide students with the ability to understand new product development as a source of competitive advantage and to critically analyse business marketing and sales situations and make sound decisions based on the principles, theory and practice of marketing.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Assess the contribution of new product development to business development within the context of business planning.
2. Critically evaluate recent new product development theory and practice
3. Analyse, critically appraise and solve business marketing issues and appreciate the business customer perspective
4. Have a critical awareness and understanding of the contribution of personal selling and sales management in marketing to business.

Indicative Module Content

The nature and the need for new product development. Recent theory of product development; models; the process and its management; factors for success and failure. Writing a new product proposal. Organisational buying behaviour and the buy grid framework. Assessing business market opportunities. The business marketing mix; business marketing segmentation. Sales management; salesforce design, motivation and training, reward and evaluation. Developing and implementing a business marketing plan.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed study and reading

Private Study

Private study

Mode of Delivery

This module is lecture and seminar based. Lectures provide the core theoretical content, while seminars develop the associated higher level skills and practice.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4

The module is assessed by closed book examination

Indicative Bibliography

1.BESSANT, J., and TIDD J., 2011. Innovation and entrepreneurship. 2nd ed. Chicester: Wiley.
2.HUTT, M.D. and SPEH, T.W., 2012. Business marketing management. 11th ed. Mason, OH: South Western Cengage Learning.
3.JOBBER, D. and LANCASTER, G., 2009. Selling and sales management. 8th ed. Harlow: Pearson Education.
4.TROTT, P., 2012. Innovation management and new product development. 5th ed. Harlow: Pearson Education.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781