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Business to Business (B2B) Marketing


  • Credit value: 15 credits at Level 5
  • Convenor: Nick Pronger
  • Tutor: Malcolm Johnston
  • Assessment: a 15-minute group presentation (30%) and two-hour examination (70%)

Module description

This module focuses on Business to Business (B2B) marketing, its context, and its comparisons with consumer focused marketing. Marketers within the B2B marketing field need to appreciate the differences of organisational buying and marketing channels, and thus this module examines the main issues through the most recent research, incorporating the growing influence of web based technology in this field. You will develop an understanding of the various theoretical principles, models and practices of B2B marketing.

Indicative module content

  • The context for B2B Marketing
  • Organisational buying behaviour
  • Inter-organisational relationships (CRM)
  • Marketing channels and supply chains
  • Industrial networks
  • B2B marketing, planning, analysis, strategy and implementation
  • Business products, value and pricing
  • Business services
  • Personal selling and sales management and key account management (KAM)

Learning objectives

By the end of this module, you will be able to:

  • demonstrate a broad perspective on the role of B2B marketing
  • distinguish between the B2B and C2B contexts and differing concepts and techniques required
  • appraise and apply B2B marketing theory and concepts to a range of business situations
  • analyse the dynamic nature of the business-to-business marketing environment
  • evaluate the characteristics and decision processes of organisational buyers and the need for effective customer relationship management in B2B markets.