Australia’s fourth oldest university, the University of Tasmania, is highly regarded internationally for teaching and academic excellence. The university offers more than 100 undergraduate degrees and more than 50 postgraduate programs across a range of disciplines. The university offers students a diverse range of opportunities, the chance to learn from leading experts, and excellent preparation for their future careers.
Business to Business (B2B) marketing has gained importance globally and differ significantly from business-consumer marketing. Business markets present unique challenges and opportunities for marketers. Business customers engage in complex purchase decision making processes and respond differently to marketing strategies compared to end consumers. Business marketers thus need to develop and execute unique marketing strategies that offer superior value and long lasting business relationships with customers. This unit will develop students knowledge of, and skills in, business to business marketing, so as to understand, analyse, and apply theory and principles of B2B marketing to build relationships and target business customers with appropriate products and services.