School of Business and Management

Business to Business and Relationship Marketing (BUS335)

Semester: B
Level: 6
Module code: BUS335
Module organiser: Dr Darryn Mitussis


Firms in industrial (business to business) markets form a much larger percentage of GDP and operate in different ways to business to consumer markets. There are key differences in buyer decision-making (collective rather than individual), the nature of interactions between buyers and sellers (often relational rather than transactional) and the possibility for alliances to influence behaviour. Together these observations lead to a relationship and network centric understanding of industrial marketing practice.


The module aims to help students develop an understanding of an alternative account of marketing that emerges from the study of industrial (business-to-business) markets. Specifically, students will:

(1) develop an understanding how business to business marketing can be treated as an extension or special case of consumer marketing
(2) develop an understanding of dyadic industrial relationships and the relationship marketing literature as an alternative to point the extension of consumer marketing theory.
(3) develop an understanding of network-centric theories of firm behaviour, as an extension of dyadic relationship marketing theory.
(4) critically evaluate marketing practices in light of the new theoretical understanding

Learning Outcomes

By the end of the module, you should have acquired:

• An understanding of the critical contribution of industrial marketing theory to explaining firm behaviour
• An understanding of the role of networks and relationships in explaining firm behaviour
• The ability to reframe and reuse introductory marketing concepts and techniques in light of the above.
• The ability to critical evaluate marketing practices through the lenses of industrial and relationship marketing theory
• The ability to apply the theory and concepts to marketing planning and/or the evaluation of marketing plans.

Graduate Attributes and Transferable Skills

• Enhanced ability to critically engage with marketing orthodoxy
• Higher level ability to explain and argue clearly and concisely, using theory and concepts from the literature studied
• Increased ability to connect information and ideas within marketing (and specifically between the new theory and that studied in BUS101)


• 30% Essay
• 60% Exam