Business-to-Business Marketing

In this module, we bring to the forefront the often less visible bust vast area of marketing to help you develop a more holistic understanding of how markets work and how they are created and shaped. We explore marketing concepts familiar to you as a marketer but broaden them by looking at the multiplicity of actors involved in marketing and in market making. Specifically, we unpack the activities in which organisations are involved and deploy to engage in markets. The module considers a range of contexts, such as markets of extreme contexts i.e. Base of the Pyramid, and critically discusses contemporary trends in B2B marketing practice and theory.