Module Database Search

Module Title
Business Development, Marketing And Sales
Reference BSM834 Version 3
Created January 2019 SCQF Level SCQF 11
Approved February 2019 SCQF Points 15
Amended July 2019 ECTS Points 7.5

Aims of Module
To enable managers to develop a critical awareness of the processes of, and differences between the functions of business development, marketing and sales, with a view to producing a business development, marketing and sales plan for a particular opportunity.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Assess the fundamental tasks and activities involved in business development, marketing and sales.
2 Critically appraise methods and strategies to aid business development.
3 Analyse global marketing concepts in a customer-oriented and digital environment.
4 Critically analyse the characteristics and behaviours of target audiences, and of each constituent of the marketing mix in order to develop an appropriate marketing strategy.
5 Analyse the tools and applications associated with market research and sales forecasting.

Indicative Module Content
Business development (tasks and activities); marketing and sales (tasks and activities). Business development in start-up and established firms. Characteristics of business-to-business markets (including the oil and gas industry). Organisational buying behaviour. Market segmentation, targeting and positioning. Business development planning. Core marketing concepts and how marketing must adapt to the demands of the global and digital environment. The nature and contents of a marketing plan. Gathering information and measuring demand. Pricing strategies. Marketing channel design and development. Integrated marketing communications. Product and brand management. Innovation and new product development. Negotiating skills. Sales proposals and presentations. Client/customer service and retention.

Module Delivery
The module is delivered by lectures and/or workshops introducing the key theoretical concepts; interactive group work and activities to explore key ideas and concepts, and directed self study. Online delivery includes weekly audiocasts, supplemented by key readings and group activities.

Indicative Student Workload Full Time Part Time
Contact Hours 30 34
Non-Contact Hours 120 116
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 70% Outcomes Assessed: 3, 4, 5
Description: Individual assignment.
Component 2
Type: Coursework Weighting: 30% Outcomes Assessed: 1, 2
Description: Individual presentation.

Explanatory Text
Module is assessed by two components: C1 - Individual assignment - 70% weighting. C2 - Individual presentation - 30% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A At least 70% on weighted aggregate and at least 35% in both components.
B At least 60% on weighted aggregate and at least 35% in both components.
C At least 50% on weighted aggregate and at least 35% in both components.
D At least 40% on weighted aggregate and at least 35% in both components.
E At least 35% on weighted aggregate.
F Less than 35% on weighted aggregate.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

1 BAINES, P., FILL, C. and PAGE, K., 2016. Marketing. 4th ed. Oxford: Oxford University Press
2 FILL, C. and MCKEE, S., 2012. Business marketing face to face: the theory and practice of B2B marketing. Oxford: Goodfellow Publishers. ebook
3 HOLLENSEN, S., 2019. Marketing Management: a relationship approach. 4th ed. Harlow: Pearson Education Ltd
4 JOBBER, D. and Ellis-Chadwick, F., 2016. Principles and practice of marketing. 8th ed. London: McGraw-Hill.
5 SORENSEN, H.E., 2012. Business development: a market oriented perspective. Hoboken: John Wiley.

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