Business-to-Business Marketing Management (N1635)

15 credits, Level 5

Spring teaching

Often called ‘industrial marketing’, business-to-business (B2B) marketing focuses on understanding how organisations sell or market to, and with, other firms. This module equips you with the theoretical and practical marketing tools necessary to create value when the customer is another organisation, rather than a consumer.

In the B2B sector, value is created via long-term relationships and networks. Customer decisions are often more complex, involving organisational considerations and multiple inputs from decision-makers and users (employees). The B2B marketing mix is different to B2C, with a greater emphasis on personal selling, key account management and trade shows. Differences in innovation (emphasis on co-) and branding (corporate rather than product) are also typical.


33%: Lecture
67%: Seminar


100%: Coursework (Presentation, Report)

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 35 hours of contact time and about 115 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.


This module is offered on the following courses: