This module aims to teach the principles and practice of business-to-business marketing - as opposed to consumer marketing. It will develop an understanding of the role of marketing in creating and delivering value to targeted business markets. Students will study organisational buyer behaviour as well as customer relationship management within a global context.

The module will also cover:
- the impact of new communications technology ( e.g. the internet ) on business marketing practice and professional sales communications
- professional selling and business partnerships
- business marketing information and research
- segmentation and targeting of business markets
- the business-to-business marketing mix
- the importance of sales in B2B promotion, and how the rest of the promotional mix supports the sales effort.
- the marketing interface in new product development
- business marketing planning and strategy

The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 12 hours of class support, delivered during two 6 hour study days. The first day will introduce the subject and explore aspects of the module content and the summative assessment. The second day will provide the opportunity to examine aspects of the subject in more depth and clarify any issues arising from the assessment brief.

In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.

The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.

An individual work based assignment (2,000 words)(100%) developing a business marketing plan (learning outcomes 1 - 3)

Hutt and Speh, 2009, Business Marketing Management, 10th Edition, The Dryden Press
Anderson and Narus, 2003, Business Marketing Management, 2nd Edition Prentice Hall
Ford, 2003, Managing Business Relationships, 2nd Edition, Wiley

Blackboard website
University Campus Library
Off-campus, on-line library resources
Journal of Industrial Marketing Management
Web-based journals and electronic magazines
Appropriate media material as directed by tutor
Practitioner magazines and B2B trade associations
Access to the Internet and library resources
Presentation materials
Video facilities