B2B Services Marketing

• • 1. Services Marketing in B2B contexts
  • 2. Exploring the B2B marketing context – key skills and processes
  • 3. Designing B2B marketing – simulation prep
  • 4. B2B marketing & decision-making simulation
  • 5. Applying service-dominant logic for value in B2B marketing
  • 6. Value co-creation
  • 7. Building and leveraging (internal and external) ecosystem - resources and capabilities
  • 8. Perceived value, satisfaction & loyalty – “10 times more important for B2B marketing”
  • 9. Building and maintaining lasting relationships in B2B marketing
  • 10. Mapping service processes, touchpoints and relationships
  • 11. Designing B2B service marketing - 7Ps
  • 12. Innovating in B2B service design

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core

• CUR-MAR-MAS-2022

Additional requirements

No additional requirements

Business to business (B2B) markets present unique challenges and opportunities for marketers that differ significantly from business to consumer (B2C) markets. Business customers do not buy in the same way as end-consumers do; they take a professional approach to buying, have to deliver value for multiple stakeholders, are driven by different needs, use different and more complex decision criteria and respond to different marketing approaches than do end-consumers. Marketers need to apply specific strategies to develop value offerings that have to ‘fit’ into complex business processes and meet the needs of multiple stakeholders, communicate those offerings to stimulate purchase behaviour, and work to sustain long lasting business relationships with customers.

To deal with this complexity and develop strong B2B marketing skills, this unit applies services and B2B marketing theory, frameworks, practices and tools to address the intangibility and co-created nature of most augmented products and services which require the integration of multiple value-added steps including operations management, human resource systems and technology in the design of services. This theory base equips students with the tools to sense, understand, and design services that meet complicated multi-stakeholder needs, cut through buying processes, and help B2B marketers build long term customer relationships.

Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module.

• Activity, report and reflection (30%)
• In-class peer to peer learning and reflection (20%)
• Industry service design and marketing project (50%)