24205 Business-to-Business Marketing
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
The marketing of industrial goods and services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places industrial goods and services issues within a broader general marketing management context and addresses the need for business marketers not only to understand buyer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective business marketing strategy.
Subject learning objectives (SLOs)
| 1. | implement practical solutions to complex business marketing problems |
|---|---|
| 2. | apply business marketing theories, frameworks and concepts to managerial decision contexts |
| 3. | apply analytical perspectives and decision tools, which underlie creative business marketing decisions. |
Contribution to the development of graduate attributes
Business to Business Marketing identifies the key theories and frameworks associated with the successful practice of business marketing.
This subject develops the students marketing oriented decision-making skills that link to the faculty’s graduate attributes that look at applying intellectual rigour, creative and analytical thinking by performing a group B2B strategic analysis for a live B2B company project. This results in students developing marketing practitioner recommendations they would experience in a real -world situation.
Mini case studies are presented and analysed by students in tutorial classes and refreshed each session to give students the most current theories and practice in B2B marketing.
The lectures and tutorials will link and build on students previous marketing knowledge with active discussion on key B2B marketing concepts and issues that would be encountered by marketing practitioners.
Business to Business marketing contributes to the development of the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures extensively discuss B2B marketing theories and concepts. The tutorials are built around in-class exercises and case discussions. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first six weeks of the semester, for example, online quizzes, tutorial exercises, draft assignments and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.
Content (topics)
- Value as the cornerstone of business marketing management
- Managing the business marketing processes
- Developing and implementing business marketing strategies
- Managing business networks
- Providing business marketing leadership
Assessment
Assessment task 1: Case Study Analysis (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
| Length: | Recommended time: 3 hours; however students will be provided 24 hours to do this assessment. |
| Criteria: |
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Assessment task 2: Project Report (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
| Length: | Project length: Part 1: 2 pages. Part 2: 2,000 to 3000 (+/- 10%) words excluding references and appendixes. Part 3: Mini Case Presentations |
| Criteria: |
|
Assessment task 3: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 50% |
| Length: | 6 hour online exam |
| Criteria: |
|
Minimum requirements
Students must achieve at least 50% of the subject's total marks.
Required texts
Business-to-Business Marketing, 5th Edition
Author: Ross Brennan, Louise Canning, Raymond McDowell
Publisher: Sage Publications Ltd (UK)
More information on how to purchase the textbook is located on UTS Canvas.
Recommended texts
Alan Zimmerman and Jim Blythe, (2022) Business to Business Marketing Management: A Global Perspective, 4th Edition, Routledge
Michael Hutt and Thomas Speh, (2017) Business Marketing Management, 12th Edition, Cengage learning
James Anderson, James Narus and Das Narayandas (2009), Business Market Management: Understanding, Creating and Delivering Value, 3rd Edition, Prentice Hall.
Robert Dwyer and John Tanner (2008). Business Marketing: Connecting Strategy, Relationships, and Learning, 4th Edition, McGraw-Hill.
References
'Guide to Writing Assignments', Faculty of Business, UTS, revised edition. Available from the University Co-op Bookshop or at:
https://www.uts.edu.au/sites/default/files/2020-02/UTS%20Business%20writing%20guide%202020.pdf
Other resources
UTS Canvas is a web-based learning tool. In Business Marketing Analysis and Strategy, UTS Canvas is used; keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).
It is expected that you REGULARLY (once a week as a recommended minimum) check UTS Canvas for important announcements, supplementary course documents, course tips, and assignment and tutorial details. You should also make a habit of reading through the posts on the discussion board. When people ask questions, responses sometimes include tips, hints and suggestions regarding various aspects of the course. Even if you have not got a question, knowing what is happening on the discussion board puts you at a significant advantage in this course.
Please observe these simple rules when using the discussion boards on UTS Canvas:
- Search First: search the discussion board before you post your question because your question may have already been asked and replied to. You may also wish to search the PDF of the subject guide, which is available on UTS Canvas. Many of the answers to your questions are available in this document.
- Post to the Correct Forum: make sure you post your question within the correct forum.
- Use Good Subject Descriptors: don't just name your posts 'HELP!' as it makes it impossible for other students to work out what your question is about and decide if they should read it.
- Be Specific: Try to ask ONE question per post. It might mean that you have to start five posts/threads, but it actually makes it easier for the teaching team to reply to you.
- Keep it Friendly: Abusive or rude posts will be deleted without warning so be polite.
- Help Out: If you know the answer to a question, then help your fellow students out. Whether your answer is correct will be confirmed by a member of the teaching team.
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- Visit https://canvas.uts.edu.au/
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