Business to Business Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4435 | Business | 4 | 10 | Spring UK |
- Code
- BUSI4435
- School
- Business
- Level
- 4
- Credits
- 10
- Semesters
- Spring UK
Summary
The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders.
Target Students
Available for MSc Marketing OR MSc Business and Management OR MSc Management OR MSc International Tourism Management and Marketing AND MSc Exchange students.
Classes
- One 1-hour seminar each week for 2 weeks
- One 2-hour lecture each week for 11 weeks
This module is taught through a combination of lectures and seminars.
Assessment
- 100% Coursework: 2,500 words.
Assessed by end of spring semester
Educational Aims
The aim of this module is to provide an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and strategic market relations. We explore the complex dynamics of networked relationships between buying and selling organisations. Such networks offer organisations the opportunity to learn and create value in novel and innovative ways. However, they also constrain the actions of individual organisations in the network. Thus, strategic market relations require firms to understand how to build, manage, and leverage their market relationships.Learning Outcomes
Knowledge and understanding:
This module develops a knowledge and understanding of:
- Markets - the development and operation of markets for resources, goods and services.
- Marketing and sales – different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design.
- Customers and stakeholders - customer expectations, service and orientation.
Intellectual skills:
This module develops:
- Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
- Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.
Transferable (key) skills:
This module develops:
- High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
Learning Aims:
- Effective communication: networking, listening, oral and written communication of complex ideas using a range of media, including the preparation of business reports.
- Digital business - the development of strategic priorities to deliver at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management.
Conveners
- Dr Samuel Ogundipe
Last updated 07/01/2025.