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Session: 2022/23

Last modified: 10/01/2022 11:20:29

Title of Module: B2B Marketing and Relationship Networks

Code: MARK09022 SCQF Level: 9
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Pravin  Balaraman

Summary of Module

Business-to Business (B2B) relationships adopt many forms with multiple relationships being viewed as networks, Ford, Gadde, Hakansson and Ivan (2011, p.1) state, 'Business relationships are quite simply the basis of business and without them no company can operate', thus emphasising the importance of the academic research field. The requirement to nurture business relationships and their associated networks is driven by the many benefits brought from successful long-term relations including adding value to customers via efficiency savings, product expertise, technology advantages and access to skills and resources that otherwise would be too costly or difficult to manage. However, managing business networks can become an extraordinarily complex process that must consider all parts of the supply chain and the intended value. Business relationships can be understood by reflecting characteristics of 'modern business' including: 1.) the reliance on others to deliver a complete product / service to the market, 2.) the reality that the business world is interdependent and 3.) in business there is necessary interaction with other market actors. 

This module will explore: The importance of business relationships, the different facets of relationships (suppliers, intermediaries, stakeholders), managing B2B networks and the associated requirements to embed network management into business processes and the challenges of network marketing in a B2B context.

Key themes include:

  • The B2B landscape
  • B2B Marketing theories and concpets
  • B2B relationship types
  • The impact of business interactions
  • Interactions and interdependency in B2B relationship networks
  • Managing and adding vlaue via B2B relationship networks
  • Technology and the associated influence on B2B relationships


Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Identify and distinguish various relationship types within a B2B network.

L2. Analyse and critically evaluate internal and external influences on B2B relationships considering the impact of interdependency on business success.

L3. Critically evaluate B2B relationship and network marketing theoretical concepts and processes.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 9.

Develop a broad understanding of B2B network marketing and associated models and concepts.
Understand and be able to critically evaluate interdependent B2B relationships in relation to business success and impact.

Practice: Applied Knowledge and Understanding SCQF Level 9.

Identify and distinguish relationship types and apply B2B network theory in developing a practical approach to network marketing that will optimise a firm’s success.

Generic Cognitive skills SCQF Level 9.

Critically identify and evaluate the impact B2B marketing strategy has on a firm’s success.

Communication, ICT and Numeracy Skills SCQF Level 9.

Develop a range of communication skills that demonstrate the ability to evaluate and articulate analysis of data orally, via visual presentation and through professional written communication.

Autonomy, Accountability and Working with others SCQF Level 9.

Demonstrate social interaction and leadership skills in planning and executing tasks relating to both personal and group work.
Systematically identify and address their own specific learning needs, making use of academic and professional support available.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Introduction to Marketing
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module will normally be taught using a two hour lecture and one-hour interactive tutorial

format. There will be a programme of activities issued via the VLE which students will be required to

engage in and prepare advance of class.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity64
Independent Study100
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Brennan, R., Canning, L., and McDowell, R (2020) Business-to Business- Marketing, Sage Publications Ltd.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorEileen Conlan
External ExaminerTBC
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Presentation 40%
Report / Essay 60%
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentationcheck mark  400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Essay check markcheck mark600
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
UWS is committed to advancing and promoting equality and diversity in all of its activities and aims to establish an inclusive culture free from discrimination and based upon the values of fairness, dignity and respect.
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.