Business-To-Business Marketing

The details
Essex Business School
Southend Campus
Undergraduate: Level 5
Thursday 05 October 2023
Friday 15 December 2023
28 June 2023


Requisites for this module



Key module for

BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year),
BSC N505 Marketing (Including Foundation Year),
BSC N505CO Marketing (Including Foundation Year)

Module description

This module introduces students to the study of buyer behaviour and relationships in the business markets.

Module aims

The aims of this module are:

  • To enable students to develop a critical understanding of the importance of business-to-business marketing in contemporary economies in both local and global contexts.

  • To distinguish the marketing strategy, planning and implementation for the same from buyer behaviour in consumer markets.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Understand the notion and nature of business markets, firms as customers and the marketing environment, strategy and approaches governing organisational buyer behaviour.

  2. Become aware of the theoretical approaches to market orientation in business markets, development and delivery of product and service portfolios of offerings and managing business channels.

  3. Develop a critical understanding of the business customer acquisition and retention strategies, key account management and use of partnerships, alliances and networks for managing business relationships.

Module information

The module intends to introduce students to the key theoretical concepts underpinning the marketing strategies for business markets and the management of business relationships in different marketing situations for products and services firms.In doing so, the module builds an awareness of multiple stakeholder groups in business markets and the notion of managing networks, alliances and partnerships across the diverse stakeholder groups.

Learning and teaching methods

This module will be delivered via:

  • One 1-hour lecture per week.
  • One 1-hour seminar per week.

The learning and teaching methods for the module will use a combination of:

- Lectures/Seminars
- Discussion of case studies and journal articles
- Class exercises
- Individual and group work
- Signposting to additional resources

The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts.

Class exercises will be built into the lectures to develop critical analytical and problem solving skills. 

Seminars will discuss case studies, marketing problems, and journal articles.


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Report  18/12/2023  100% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Young-Ah Kim, email:
Dr Young Kim



External examiner

Dr Farhana Sajjad
University of Surrey
Senior Lecturer
Available via Moodle
Of 20 hours, 20 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.


Further information
Essex Business School

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