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Business to Business Marketing
Postgraduate | TAS-BMA605 | 2022
Course information for 2022 intake
- Study method
- 100% online
- Assessments
- Subject may require attendance
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
HECS-HELP and FEE-HELP available
Business to Business Marketing
About this subject
Upon completion of this subject, the student should be able to:
- Explain the theories and concepts underpinning business-to-business marketing and apply them to practice
- Analyse and solve business to business marketing problems
- Plan and develop business to business marketing strategies considering ethical and legal issues
- 1. Week 1
- 1.1) Introduction to B2B marketing:
- 1.2) Introductory seminar on B2B marketing Overview on the unit, assessments and expectations
- 1.3) Q & A about the unit
- 2. Week 2
- 2.1) Understanding B2B customers:
- 2.2) Seminar: Making sense of customer
- 2.3) Workshop: Group discussion / activity
- 3. Week 3
- 3.1) Market sensing in B2B environment:
- 3.2) Seminar: Market information management
- 3.3) Workshop: Group discussion/ activity and reflective practice
- 4. Week 4
- 4.1) Developing a B2B marketing strategy:
- 4.2) Seminar: Selecting customer and creating value
- 4.3) Workshop: Group discussion/ activity and reflective practice
- 5. Week 5
- 5.1) Managing B2B offerings:
- 5.2) Seminar: Managing products, services, and solutions
- 5.3) Workshop: Group discussion/ activity and reflective practice
- 6. Week 6
- 6.1) Sales and delivery channels in B2B markets:
- 6.2) Seminar: Direct and indirect selling and distribution.
- 6.3) Workshop: Group discussion/ activity and reflective practice
- 7. Week 7
- 7.1) Communication in B2B marketing:
- 7.2) Seminar: B2B communication techniques.
- 7.3) Workshop: Group discussion/ activity and reflective practice; Q&A on assessment 2
- 8. Week 8
- 8.1) B2B Price management:
- 8.2) Seminar: Role of price in B2B context and pricing strategies.
- 8.3) Workshop: Group discussion/ activity and reflective practice.
- 9. Week 9
- 9.1) Implementation of B2B marketing strategies:
- 9.2) Seminar: Developing, implementing and executing B2B marketing strategies.
- 9.3) Workshop: Group discussion/ activity and reflective practice
- 10. Week 10
- 10.1) B2B marketing performance:
- 10.2) Seminar: Evaluation and control mechanisms.
- 10.3) Workshop: Group discussion/ activity and reflective practice.
- 11. Week 11
- 11.1) Value-creating B2B business:
- 11.2) Seminar: Developing and organising a business in B2B context.
- 11.3) Workshop: Group discussion/ activity and reflective practice.
- 12. Week 12
- 12.1) Relationships in B2B marketing
- 12.2) Seminar: Devveloping and maintaining relationships in B2B contexts
- 12.3) Workshop: Group discussion/ activity and reflective practice
- 13. Week 13
- 13.1) Innovation management in B2B marketing
- 13.2) Seminar: Managing innovation and new product development .
- 13.3) Workshop: Group discussion/ activity and reflective practice. Q & A about the final exam
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 subject 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.
- closed-book examination (40%)
- Case study analysis report (30%)
- Essay (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
To enrol in this subject, you must be admitted into a degree.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.