Business-to-Business Marketing (116N1)
15 credits, Level 7 (Masters)
Spring teaching
On this module, you'll explore business-to-business (B2B) marketing, focusing on marketing activities between firms rather than between firms and consumers (B2C). Complementing B2C modules in the degree, this module equips you with classic and cutting-edge theories and frameworks to better understand current B2B marketing practices.
Topics include:
- the B2B marketing mix
- organisational decision-making
- value co-creation dynamics
- interfirm relationships
- innovation dynamics
- branding
Particular attention will be given to sustainability in B2B marketing.
Teaching
100%: Practical (Workshop)
Assessment
100%: Coursework (Presentation, Report)
Contact hours and workload
This module is approximately 150 hours of work. This breaks down into about 35 hours of contact time and about 115 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.
We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We鈥檙e planning to run these modules in the academic year 2025/26. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.
We鈥檒l make sure to let you know of any material changes to modules at the earliest opportunity.