Module Information

Module Identifier
Module Title
Business to Business Marketing
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours = 20 hours
Seminars / Tutorials x5 seminars
Other Discussion and case studies


Assessment Type Assessment length / details Proportion
Semester Assessment Coursework: 2,000 words  25%
Semester Assessment Marketing communications plan for a company: 3,000 words  75%
Supplementary Assessment Coursework: 2,000 words  Repeat failed element  25%
Supplementary Assessment Communications plan (internal or external): 3,000 words  Repeat failed element  75%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate understanding of and be able to discuss the difference between consumer marketing and business to business (B2B) marketing;

* Evaluation and appraisal of why and how the marketing mix is different in B2B;

* Critically evaluate and analyse the business to business environment using accepted techniques and understand key areas for marketing for sustainability;

* Analyse and synthesise the key premise of relationship building within B2B and be able to articulate and apply these to a business scenario;

* Be able to put together a tactical corporate communication plan from a synthesis of evaluations of the B2B environment and the use of the B2B communications mix;

* Demonstrate why corporate reputations and CSR are so important in B2B environments for sustainability;

* Demonstrate an understanding of the differences between business process innovation and now product development;

* Demonstrate self learning, analysis and communication skills.


Undergraduate Marketing modules commonly focus on consumer marketing yet there are a large number of sectors that deal with business to business marketing. This module equips students both to understand the differences in context and practice and to engage in this type of marketing. This will bring an added dimension to our undergraduate Marketing programmes and gives them a powerful differentiator.

Brief description

This module covers aspects of dealing business to business (B2B) using a different marketing mix. Although using a number of similar frameworks, the application is different from consumer marketing. For example, marketing in this context involves dealing with a much smaller number of customers who are buying in a very logical rational manner rather than a large consumer base often buying on emotion.


Lectures and practical sessions covering the following:

  • Key Account Management
  • The Decision Making Unit and Decision Making Process
  • Industrial Segmentation
  • Corporate Communication
  • Managing Corporate Reputation
  • SME v Corporations and sector marketing
  • The B2B marketing mix and marketing communications mix
  • B2B Strategies
  • Alliances, Joint Ventures, Mergers and Acquisitions
  • Relationship Building
  • Company Culture and how it affects marketing
  • Stakeholder marketing
  • Supply chains
  • Sustainability
  • The competitive environment
  • Corporate Social Responsibility and Ethics in context of B2B
  • Innovation

Module Skills

Skills Type Skills details
Application of Number No.
Communication The skills required for a draft marketing communications plan will be developed in the coursework. Other communication skills such as presenting and discussions will be obtained via seminar work.
Improving own Learning and Performance This will be gained through the evaluation and analysis of coursework company and classroom exercises.
Information Technology Students will be expected to make appropriate use of word-processing and presentational software in their coursework. This is assessed via the coursework.
Personal Development and Career planning The coursework requires students to focus on an applied corporate setting, and in developing their understanding of the research, communication and analytical skills required in that context they will be able to make better-informed career choices and direct their personal development plans accordingly. However, neither skill is directly assessed.
Problem solving Students will develop problem solving skills through the evaluation and analysis of coursework company and classroom exercises.
Research skills Students will employ academic and commercial marketing research skills in the coursework.
Subject Specific Skills Students will apply knowledge of the B2B context in a corporate setting to develop B2B marketing skills, especially in researching and communicating a marketing communications plan and the understanding and evaluation of how B2B companies operate with regard to their marketing.
Team work Students will be expected to work in teams in class exercises. Not formally assessed but formative feedback given in seminars.

Reading List

Should Be Purchased
Ellis, N (2011) Business-to-Business Marketing: Relationships, Networks and Strategies New York: Oxford University Press Inc Primo search


This module is at CQFW Level 6