Business to Business Marketing

Department of Marketing, Business School

College of Social Sciences


Code 19355

Level of study Third/Final year

Credit value 10

Semester 2

Module description

The module is designed to provide a detailed understanding of the role of business-to-business marketing in contemporary business organisations. On graduating many of you will be employed by businesses that deal with organisational customers - the principal aim of the module is to provide you with knowledge and skills which will assist you in such a setting.
Indicative Content
Analysing Business Markets:
the nature of business-to-business markets and marketing
organisational buyer behaviour
inter-firm relationships and networks
business-to-business marketing strategy
segmentation in business-to-business markets
customer and relationship strategy

Developing the Marketing Mix in Business Markets:
market and relationship communication in business markets
managing the product offering
managing business-to-business distribution channels
pricing strategy in business markets

Teaching and learning methods

Students develop critical understanding of business-to-business marketing through
1x2 hour weekly sessions consisting of lectures and interactive discussion of case studies, general questions;
private, directed study including reading relevant academic material, preparation of set topics and cases.