- Student Records
Programme & Unit Catalogues

MN50356: Marketing to businesses and organisations

Follow this link for further information on academic years Academic Year: 2019/0
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 1
Further information on unit assessment Assessment Summary: EX 100%
Further information on unit assessment Assessment Detail:
  • Examination (EX 100%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Further information on descriptions Description: Aims:
The unit aims to develop an understanding of how business markets differ from consumer markets, to illustrate the importance of relationships within such markets, and seeks to put the role of the business-to-business marketing manager into the broader context of overall business strategy.

Learning Outcomes:
After completing the unit, the student should be able to understand a) the building blocks of inter-firm relationships, b) how firms interact, and c) how firms negotiate the creation and distribution of "value."

Develop the ability to conceptualize Business- to-Business marketing problems and devise creative solutions by using a series of analytical tools. (T,F,A)
Develop the ability to plan and rationalize activities. (T,A)
Develop presentation skills in the classroom. (A)

The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Introduction to business-to-business marketing
* Modern managerial challenges
* Business-to-business segmentation & positioning
* Network approach
* Innovative business relationships
* Business negotiation & deal making
* Contractual arrangements
* Key account management
* Business purchasing
* Business network mobilisation.
Further information on programme availabilityProgramme availability:

MN50356 is a Designated Essential Unit on the following programmes:

School of Management