MSc Marketing

Fees for entry in 2027 have not yet been set. For reference, the fees for the academic year beginning September 2026 were as follows:

• MSc (full-time)
  UK students (per annum): £18,400
  International, including EU, students (per annum): £33,100

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The unit focuses on considering the process and nature of marketing and buyer behaviour in different business-to-business contexts and environments. It presents a range of models and theories that can be applied in a business-to-business context. Additionally, the unit addresses the challenges of marketing in contemporary business markets within a global context. Finally, it aims to develop an understanding of the research skills needed to undertake business-to-business marketing research.

BMAN70152 Programme Req: BMAN70152 is only available as an elective to students on MSc Marketing, MSc Operations, Project and Supply Chain Management and MSc Digital Marketing

Programme Requirements: BMAN70252 is available as an elective to students on MSc Marketing or MSc Operations and Supply Chain Management who have completed the core semester 1 courses for these programmes.

Students on other PGT courses can join the course ONLY with written permission from ALL THREE of the following: (1) Their own programme director, (2) The programme director of either the MSc Marketing or the MSc Operations and Supply Chain Management (3) The Course Directors of BMAN70152. In order to gain this permission, you will need to present a CV or evidence demonstrating significant experience of (B2B) Marketing either in a work context or via previous study of relevant marketing courses.

The unit aims to help students:

• Consider the process and nature of marketing and buyer behaviour in different business-to-business contexts and environments.

• Recognise a range of models and theories that can be applied in a business-to- business context.

• Understand the challenges of marketing in contemporary business markets in a global context.

• Develop an understanding of the research skills that are needed in order to undertake business-to-business marketing research.

Syllabus (indicative curriculum content):

The nature of business-to-business markets

Purchasing and supply in business markets

Interaction and relationships in business markets

Segmentation, portfolios and networks

Strategies for Marketing and Selling in business markets

Digitalization and Business-to-Business Service Markets

Nine x three hour in person taught sessions

These consist of a mix of traditional lecture style teaching; exercise and case discussion workshops. An online discussion board will be available for questions.

There may be some use of digital tools in class as appropriate to the tasks at hand.

Evaluate strategies used in business-to-business markets, explaining how their suitability varies across domains and contexts.

Analyse the challenges facing business-to-business actors created by factors such as globalisation, technology and environmental factors.

Evaluate the impact of business-to-business marketing strategies on organisational competitiveness.

Evaluate business-to-business scenarios, applying relevant business theories such as relationship marketing and network theory.

Conduct analyses of business-to-business markets to inform evidence-based marketing decisions.

Communicate business-to-business marketing insights clearly to professional audiences.

Develop critical self-reflection skills to evaluate the effectiveness of your teamwork and your personal role in identifying and implementing business-to-business marketing strategies and techniques.

Group Presentation (40%)

Individual Coursework (60%)

 

Written feedback online after conclusion of marking period

Recommended reading

Students should make reference to a selection of the following texts as background reading for the course. The nature of the course means that students do need to address a number of books.

If you wish to buy a text, these three are (in my opinion) the most useful:

1. Brennan, Ross; Louise Canning and Helen McGrath (2024) Business-to-Business Marketing 6th edition. London, UK: Sage Publications Ltd.

2. Ellis, Nick (2010) Business-to Business Marketing. Relationships, Networks and Strategies. Oxford UK: Oxford University Press.

3. David Ford, Lars-Erik Gadde, Håkan Håkansson and Ivan Snehota, (2011) Managing Business Relationships, John Wiley (3d edition)

Also helpful:

· Ford, David (ed.) (2001) Understanding Business Marketing and Purchasing, Third Edition. London, UK: Thomson Learning.

· Håkansson, Håkan ; David Ford, Lars-Erik Gadde, Ivan Snehota and Alexandra Waluszewski (2009) Business in Networks. Chichester, England: John Wiley & Sons Ltd. Additional readings are provided for each lecture topic.