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MN30109: Business-to-business marketing

[Page last updated: 20 April 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6      [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Honours (FHEQ level 6)
Period:
Semester 1
Assessment Summary: CW50EX50
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN20016 OR take MN20081 OR take MN10573
Aims: This unit aims to build on the earlier Marketing 1 and Marketing 2 courses, and is designed for those with an interest in sales and business-to-business rather than consumer marketing. It 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."

Skills: Develop the ability to conceptualize Business
* to-Business marketing problems by using a series of analytical tools.
Develop the ability to plan and rationalize activities.
Develop presentation skills in the classroom.

Content: The unit will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Introduction to Business-to Business Marketing
* Managerial Challenges
* Business Purchasing (organisational buying behaviour)
* Business-to Business Segmentation & Positioning
* Network Approach
* Service Dominant Logic and Servitization
* Integrated Marketing Communications
* Sales Management
* Key Account Management
* Co-creation.

Programme availability:
NB. Postgraduate programme information will be added when the postgraduate catalogues are published in August 2021

MN30109 is Optional on the following programmes:

School of Management
  • UMMN-ANB01 : BSc(Hons) Business Administration with Thin sandwich placement(s) (Year 4)
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 4)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 4)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 4)

Notes:

  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.