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B2B Sales & Negotiation - MAN00029H

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2023-24

Module will run

Occurrence Teaching period
A Semester 1 2023-24

Module aims

This module aims for the students to develop:

  1. An awareness of (International) B2b organisational buying behaviour.

  2. An awareness and comprehensive understanding of B2b sales methodologies and practices and their link to B2b buying behaviours

  3. An awareness of the different negotiation techniques used in (International) B2b contexts

  4. An awareness of the need for cohesion between marketing and sales in business organisations

Module learning outcomes

Subject content

  • Understanding of the B2b environment and its changing nature

  • Understanding of B2b buying behaviour and how it is being impacted by the changing environment

  • Critical understanding of different B2b sales methodologies and practices

  • In depth understanding of the Sales and Marketing Interface (SMI) in the B2b context and its increasing importance in the changing environment

  • An awareness of negotiation theories and how they are practiced in the B2b environment

Academic and graduate skills

  • Ability to clearly understand the changing context of the B2b marketing and selling environment

  • Ability to critically assess the different sales methodologies and negotiation theories

  • Ability to synthesise and evaluate academic and commercial (grey) literature to provide an enhanced understanding of B2b sales and negotiation practices

  • Ability to apply sales and negotiation techniques in practice individually and in teams

Module content

Indicative lecture topics:

  • The (International) B2b environment and its changing nature
  • B2b buying behaviour
  • Customer value and its importance in B2b selling
  • Sales and Marketing interface and the importance of cohesion
  • The role of sales in B2b organisations
  • The B2b sale cycle
  • B2b sales methodologies
  • Negotiation theories and practice

Indicative assessment

Task % of module mark
Essay/coursework 80
Groupwork 20

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 80
Essay/coursework 20

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Adamson, B., & Dixon, M. (2013). The challenger sale: How to take control of the customer conversation. London, Portfolio Penguin.

Cespedes, F.V. (2014). Aligning strategy and sales: The choices, systems, and behaviors that drive effective selling. Harvard Business Press.

Ellis, N. (2011). Business-to-business marketing: Relationships, networks and strategies. Oxford, Oxford University Press.

Fisher, R and Ury, W. (1992). Getting to Yes: Negotiating Agreement Without Giving In, 2nd ed., Business Books, London

Ghauri, P., N. and Usunier, J-C. (2003). International Business Negotiations. London: McGraw-Hill.

Jobber, D., & Lancaster, G. (2015). Selling and sales management. 10th Edition, Harlow: Pearson.

Kelly, S.J., Johnston, P.R.& Danheiser, S. (2017). Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions. London, Palgrave Macmillan.

Kelly, S.J, Johnston, P.R. & Danhesier, S. (2020) Standout Marketing: How to Differentiate Your Organization in a Sea of Sameness. London, Kogan Page

Miller, R.D., Heiman, S.E., & Tuleja, T. (2011). The new strategic selling. (Rev. 3rd. Ed.), London, Kogan Page.

Mills, I., Ridley, M.,Laker, B.,Chapman, T. (2017)The Salesperson's Secret Code: The belief systems that distinguish winners. Lid

Rackham, N. (1988). SPIN Selling, New York, McGraw-Hill.

Rackham, N., & De Vicentis, J. (1999). Re-thinking the sales force: redefining selling to create and capture customer value. New York, McGraw-Hill.

Useful Journals

Industrial Marketing Management,

The Journal of Personal Selling & Sales Management

Journal of Service Management

Journal of Sales Transformation

Harvard Business review

European Journal of Marketing

Strategic Management Journal

International Marketing Review

Journal of International Business Studies

Journal of International Marketing

Journal of Marketing


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.