Course Catalogue

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This course examines how firms create, communicate and deliver value in organisational markets. It introduces students to the distinctive features of business-to-business marketing, including organisational buying behaviour, buying centres and procurement, customer relationships, key account management, sales interfaces, channel coordination, and digital transformation in inter-firm markets. Through case-based analysis and applied exercises, students will explore how marketing operates across supply chains, networks, and business ecosystems in domestic and international contexts. The course will focus on the programme's graduate attributes, including self-regulation, evidence-based decision-making, strategic thinking, and ethical and social awareness. The approaches to learning and teaching will include lectures, short case studies, group discussion, a guest lecture to explore the role of a professional B2B marketer, and making recommendations to clients, colleagues and leadership teams.

7 x 2 hour lectures

1 hour assessment support workshop

Students must be registered on one of the associated programmes listed in this course specification.

None

None

1. Report; Individual; 1700 words; 100%; ILOs 1-4.

This course aims to:

■ Develop students' understanding of marketing in organisational and inter-firm contexts. It examines how firms analyse and influence business markets, create and communicate value propositions, manage customer relationships and key accounts, and coordinate marketing with sales and channels. The course will emphasise where B2B marketing activities are conveyed through social media, and where data analysis (including AI) is adopted.

■ Equip students with the conceptual and analytical tools needed to evaluate B2B marketing practice in UK and in international settings and to develop well-founded recommendations for firms operating in business markets. Emphasis is placed on the applied and professional relevance of B2B marketing for students who may enter marketing, sales, account management, business development, channel, or related commercial roles.

By the end of this course students will be able to:

1. Critically analyse the distinctive features of business-to-business markets, including organisational buying behaviour, buying centres, procurement processes, and derived demand.

2. Evaluate how firms develop and manage value propositions, customer relationships, key accounts, channels, and sales-marketing interfaces in B2B contexts.

3. Apply relevant concepts and frameworks to diagnose strategic and operational marketing challenges in business markets and formulate evidence-based recommendations.

4. Communicate analysis and recommendations effectively to marketing stakeholders in reporting a structured analysis of a B2B marketing problem or opportunity using academic concepts, market evidence, and professional presentation.