Business to Business Marketing

​This module involves a wide set of activities such as: 

• Identification of business customer needs.
• Developing products/services which will address the unmet needs of business customers.
• Delivering products/services to business customers in an effective and efficient way.
• Deciding on a suitable price for products/services that will balance business customer demand and company profitability. 
• Promoting products/services in a creative way which will generate awareness and willingness to buy among business customers.

The module will enable you to:

• Understand the nature of business markets and their differences from consumer markets.
• Gain advance knowledge about business marketing theories and recent developments in business marketing practice.
• Understand the critical elements of business marketing strategies and plans.
• Be able to identify and suggest relevant marketing tools and frameworks to make better marketing decisions in B2B contexts.

By the end of the module, you will be able to:

• Understand the core differences between B2C and B2B marketing environments.
• Evaluate an organisation’s buying behaviour.
• Define and analyse the target segments based on macro and micro factors.
• Critically assess, design and manage key business marketing mix strategies in business markets.

​​The standard entry requirements comprise:

• A 2:2 honours degree or international equivalent,
• A CV and personal statement outlining your reasons for study,
• English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

​​You will be assessed via coursework and examination, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10% 
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

​This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.