MK9630 - B2B Marketing and Sales Management

What will I learn on this module?

This module provides the knowledge and skills necessary for you to understand, and pursue a career in, Business to Business Marketing and/or Sales Management. Learning will be via lectures, seminars and independent study.

Within the module, you will cover these main topics:

• The role, extent and importance of B2B Marketing
• Organisational Decision Making
• Marketing mix in B2B Marketing; products, value and pricing, comms (including trade shows)
• Interorganisational relationships & CRM
• Appointing and managing channel intermediaries
• Business services
• Sales and the Organisation / Sales Strategies / the Sales-Marketing interface
• Market Data, Customer Insight, Objectives and Metrics
• Prospecting, Negotiation & Sales-related Events
• New Business Sales vs Key Account Management
• Analysis and Planning in B2B Markets
• Strategy and implementation in B2B Markets

During the module you will fine-tune your existing Marketing skills and gain a robust understanding of the Sales function. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on embarking upon your career, you should be a skilled, informed practitioner able to deliver demonstrable value to your business and its stakeholders, and to differentiate yourself positively within a competitive employment market.

How will I learn on this module?

You will be expected to attend lectures, seminars and webinars, and to undertake additional reading, research and preparatory work outside class. The lectures will provide theoretical underpinning and complement materials available to you on the e-learning portal and through other suggested independent study resources such as the reading list. The seminars will help you to explore the themes raised in corresponding lectures and to apply them to a real life context.

You will be able to follow up on these lectures and seminars through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning.

Directed study will support the learning achieved in lectures, seminars and webinars, facilitating a broader and deeper understanding of B2B Marketing. You will be set a number of exercises to complete, for which feedback will be available from seminar tutors and generic feedback from e-learning portal communications. There will also be review exercises, quizzes, videos and other materials to assist your independent learning.

How will I be supported academically on this module?

A member of academic staff will lead the module. In addition, a team of colleagues will deliver lectures and lead seminars, and your first point of academic contact will be your seminar tutor. The module is supported by an e-learning portal, housing lecture and seminar slides and other materials, exercises and self-study resources. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

You will be provided with a list of suggested reading which will encompass book chapters, industry reports and academic journal articles. You are encouraged to access and familiarise yourself with these in order to maintain the currency of your subject knowledge and to stay abreast of changes occurring within industry.

The module assessment consists of a team presentation (supported by Peer Evaluation Forms to ensure equal contribution amongst team mates and reflect any inconsistencies within the mark allocation), and a separate 2,000-word individual assignment.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Comprehensive knowledge and critical evaluation of current B2B Marketing theories, practices and trends. [MLO1]
• Critical analysis and application of theory into commercial contexts in support of appropriate business solutions. [MLO2]

Intellectual / Professional skills & abilities:
• Make relevant marketing and sales decisions based on effective teamwork and being able to present this effectively. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Critical appreciation of ethically multi-stakeholder value delivery in an international context. [MLO4]

How will I be assessed?

The module assessment consists of two main elements.

A group presentation, using theoretical knowledge applied in a business context to address a commercial brief (30% of module weighting). This component will address MLO1, MLO2, MLO3 and MLO4.

Peer Evaluation is used to ensure marks are allocated commensurate to individual student input.

A 2,500-word individual written assignment comprising several interrelated questions on key themes explored during the module (70% of module weighting). This component will address MLO1, MLO2 and MLO4.





Module abstract

B2B (business to business) marketing is at the heart of any successful commercial operation – even within famous ‘retail’ brands – and this is
home to the majority of marketing roles. Any successful business graduate must also be sales-oriented and understand how to market to
other organisations to flourish in a competitive employment market. The huge number of sales management vacancies available in industry
open doors to graduates wishing to develop their commercial prowess, often providing attractive pay and benefits and swift career
progression to upper management and board level. This module gives you the skills and knowledge not just to compete in this arena, but to
gain a competitive advantage over other graduates during the recruitment process and build future success.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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