Business to Business Marketing


Teaching Hours and Credit Allocation: 18 hours, 4 credits
Course Assessment: Coursework



This course aims to introduce B2B marketing. It provides insights into the transition of raw materials to complex systems designs, of simple components to heavy equipment, of supplies to professional services of any product or service that is sold to another firm rather than an individual. The overarching purpose of this course is to provide concepts, tools and frameworks that develop students’ skills in managing the B2B marketing relationships.


Learning Outcomes

By the end of this course you should be able to:

  • Distinguish between different B2B opportunities in the market place
  • Understand different types of benefits a customer can bring to the firm
  • Have the analytic tools to derive the potential return on investment for each customer opportunity
  • Distinguish between different types of benefits a customer can bring to the firm
  • Have an awareness of the importance of an analytical approach in selecting which B2B opportunities to pursue
  • Have confidence in applying a customer-oriented B2B marketing approach
  • Have analytical skills in quantifying the value that can be extracted from a customer
  • Be able to detect opportunities in a B2B market place
  • Be able to analyse the ways customers use the product and quantify the benefits to the customer
  • Be able to estimate the lifetime value of a B2B customer to the firm
  • Analytical decision making.



  • Developing a B2B opportunity portfolio
  • Selecting the opportunities to be pursued
  • Developing relationship management strategy for each B2B customer, which involves
  • Forecasting the lifetime value of each customer to the firm
  • Analysing and quantifying the value to be delivered to each customer
  • Locating the decision-making unit in each customer’s organisation
  • Uncovering each customer’s purchasing decision-making processes
  • Devising and implementing a customer-specific sales approach
  • Understanding post-sales responsibilities and opportunities
  • Auditing the health of customer relationships
  • Linking customer management effort to economic benefits