24205 Business-to-Business Marketing
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particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2022 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 involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. 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: Multiple Choice Quizzes (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
| Length: | Each quiz will be completed online. Length: 30 minute duration |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Project Report (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
| Length: | Project length: 20 - 30 pages plus appendices (25%) Article Critique: 15 - 20 minutes. Please upload your presentation to UTS Canvas (5%) |
Assessment task 3: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 50% |
| Length: | 24 hour online exam |
Minimum requirements
Students must achieve at least 50% of the subject's total marks.
Required texts
No text book is required. Recomended texts are listed below and are on closed reserve in the library.
Recommended texts
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.
Michael Hutt and Thomas Speh, (2013) Business Marketing Management Eleventh Edition, Cengage learning
References
'Guide to Writing Assignments', Faculty of Business, UTS, revised edition. Available from the University Co-op Bookshop or at: www.business.uts.edu.au/teaching/student/index.html
Other resources
UTSOnline is a web-based learning tool. In Business Marketing Analysis and Strategy, UTSOnline 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 UTSOnline 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 UTSOnline:
- 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 UTSOnline. 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.
To log in to UTSOnline:
- Visit http://online.uts.edu.au
- Type your username (your username is your student number, e.g. 12345678)
- Type your password (your password is the same as your email password. You will need to activate your UTS email account first)
- Click 'Login'