Module Catalogue 2025/26

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

Industrial marketing, or business-to-business (B2B) marketing refers to marketing activities between businesses, including business-to-government). This module is designed to provide students with advanced knowledge of core concepts and tools employed in industrial marketing, and recent developments in business marketing practice.

Upon successful completion of the module, students will gain advanced knowledge on central concepts, frameworks and practices of the psychology of situational, environmental and cultural (interpersonal) influences on firm-level behaviours; the decision-making process that firms undertake; and, why, and how under the backdrop of industrial marketing.

The module aims to introduce the nature of business markets and their differences from consumer markets.

Students will gain advanced knowledge about industrial marketing theories, concepts and recent developments in industrial marketing practice with an international perspective.

Students are enabled to develop a deeper understanding of critical elements in industrial marketing and to apply them in developing effective industrial marketing strategies across the globe.

The module will offer an immersive opportunity for students to learn cognitively from role plays and games for students to practice the theories, concepts and framework of industrial marketing for enhanced learning outcomes.

Outline Of Syllabus

Industrial Marketing Overview: An International Perspective.
Characteristics of Industrial Markets & Types of Industrial Customers.
Customer Relationship Management.
People - B2B Relationship and Network Management.
Pricing in Industrial Marketing.
Promotion - Integrated Communications Management.
Place - Distribution Decisions.
The impact of contemporary technologies on organisational buying process.

Intended Knowledge Outcomes

Upon successful completion of the module, students will able to:

- Understand the key elements of industrial marketing.
- Distinguish the core differences between B2C and B2B marketing strategies.
- Critically evaluate the issues that arise in the organisation’s buying process
- Assess ethical considerations in industrial marketing

Intended Skill Outcomes

By participating in this module students are expected to enhance their intellectual, practical and transferable skills as follows:

- Conceptualise complex industrial marketing issues using theories, concepts and frameworks taught.
- Independently craft an effective industrial strategy, such as customer relationship, brand/product,
distribution, and pricing strategies applied to industrial marketing issues.

Teaching Rationale And Relationship

The Scheduled Learning and Teaching Activities include in-person lectures and seminars aimed at outlining industrial marketing theories, concepts and frameworks and are supported by a wide variety of examples, illustrations, and simulations of role plays and games from industrial marketing practice.

Lectures will be supplemented by in-person small group teaching sessions, focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials provided.

Assessment Rationale And Relationship

The summative assessment is one unseen exam (90 minutes) at the end of Semester 2, worth 100% of the overall module mark. Students are required to answer two questions from a choice of three. The exam is in essay format.

The formative assessment is an answer plan to a mock exam question (150 words). Students will receive formative feedback on their answer plans to inform their exam preparation.

RESIT INFORMATION: If students are eligible to a second attempt resit will be an exam and the resit calculation will be based 100% on the completed exam.

General Notes

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