Hutt and Speh, 2006, Business Marketing Management, 9th Edition, The Dryden Press
Anderson and Narus, 2003, Business Marketing Management, 2nd Edition, Prentice Hall
Ford, 2003, Managing Business Relationships, 2nd Edition, Wiley

Journal of Industrial Marketing Management
Web-based journals and electronic magazines
Appropriate media material as directed by tutor
Practitioner magazines and B2B trade associations

100% Examination - 1 x 2 hour tests all learning outcomes

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 ( eg.the internet ) on business marketing practice
- business marketing information and research
- segmentation and targeting of business markets
- the business-to-business marketing mix
- the marketing interface in new product development
- business marketing planning and strategy

The learning strategy for the module requires students to commit 150 learning hours (including assessment) of this there will be 30 hours of class support and 120 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.
6 hours of lectures/large group based activity
12 hours of formal lectures
12 hours of tutor led activity - workshops and case study activity

Lectures will provide students with a broad theoretical overview and the conceptual frameworks needed to appraise and distinguish the particular attributes of B2B markets and activities, analyse B2B market scenarios and plan appropriate action.

Tutorial/seminar support activities will provide students with the opportunity to develop and use a range of intellectual skills to apply the underpinning theories with a greater B2B focus through vignettes, cases and scenarios in order to formulate practical solutions in preparation for the assessment.
Independent study will require students to read and think about the case study preparatory questions that will form the basis of the tutorial/seminar discussions. Students are also required to organise and review their lecture notes and undertake preparatory reading and research on assigned material in order to participate in, and lead, class discussions individually and as part of a group.