Business-to-Business Marketing Management (N1635)
15 credits, Level 5
Spring teaching
On this module, you'll explore business-to-business (B2B) marketing, focusing on how organisations market to and collaborate with other firms. You'll gain theoretical and practical tools to create value in a B2B context, where long-term relationships and networks play a key role.
Key topics include:
- complex decision-making in B2B markets
- the B2B marketing mix and its emphasis on personal selling, key account management and trade shows
- innovation through co-creation with lead users
- corporate branding versus product branding
This module complements business-to-consumer (B2C) marketing modules, providing insight into the unique dynamics of B2B marketing.