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Business-to-Business Marketing Management (N1635)

15 credits, Level 5

Spring teaching

On this module, you'll explore business-to-business (B2B) marketing, focusing on how organisations market to and collaborate with other firms. You'll gain theoretical and practical tools to create value in a B2B context, where long-term relationships and networks play a key role.

Key topics include:

• complex decision-making in B2B markets
• the B2B marketing mix and its emphasis on personal selling, key account management and trade shows
• innovation through co-creation with lead users
• corporate branding versus product branding

This module complements business-to-consumer (B2C) marketing modules, providing insight into the unique dynamics of B2B marketing.

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’re 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’ll make sure to let you know of any material changes to modules at the earliest opportunity.