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Programme & Unit Catalogues

MN50356: Marketing to businesses and organisations

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 1
Assessment Summary: EX 100%
Assessment Detail:
  • Examination (EX 100%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
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."

Skills: 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)

Content: 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.

Programme availability:

MN50356 is a Designated Essential Unit on the following programmes:

School of Management


  • 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.
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