Unit Outline

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 the end consumers. Business marketers thus need to develop and execute unique marketing strategies that offer superior value and long-term business relationships with customers. This unit will develop students’ knowledge and skills in business to business marketing, so as to make them research and analyse B2B marketing problems for decision making. The unit enable the students to apply B2B marketing theories and principles to construct strategies for creating superior value to business customers.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Evaluate business to business marketing opportunities and create value.
2.	Research and analyse business to business marketing problems and develop creative solutions.
3.	Plan and develop business to business marketing strategies considering responsible and sustainable marketing practices.

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	BMA605

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Case study analysis report	Week 6	30 %	LO1, LO2
Assessment Task 2:	Essay	Week 11	30 %	LO1, LO2, LO3
Assessment Task 3:	Final exam	Exam Period	40 %	LO1, LO2, LO3

Assessment details

Assessment Task 1: Case study analysis report

Task Description:

The case study analysis report will assess students’ ability to analyse a case, marshal their thoughts and ideas and communicate them via a written report. The aim of the case study analysis report is to apply theory to solve the case
and answer the case questions. Students are expected to write a report on the case. The report should focus on the key issues identified in the case, and must specifically answer the case study questions posed in the case study. Cases will be introduced on MyLO in Week 2. Soft copies of the assignments should be submitted through the allocated Drop Box on MyLO.

Task Length:

1500 words ± 10%

Due Date:

Week 6

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply the theories and principles of business to business marketing to identify and evaluate opportunities in a business to business context.	LO1
2	Analyse and develop solutions for business to business marketing problems.	LO2
3	Develop measurable objectives about business to business marketing activities for targeting business to business markets.	LO2

Assessment Task 2: Essay

Task Description:

The essay will assess students’ ability to apply their knowledge of business to business marketing theories and principles to address specific business to business marketing issues or problems. The essay focuses on critically examining the literature related to the specified problem. Students will be required to research, analyse and evaluate the problem and develop appropriate strategic solutions. Students will also be required to communicate the critical problems and solutions as a written report. The essay must be cited and referenced with relevant, adequate, and up to date references Soft copies of the assignments should be submitted through the allocated Drop-Box on MyLO.

Task Length:

1500 words ± 10%.

Due Date:

Week 11

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply the theories and principles of business to business marketing to identify and evaluate opportunities in a business to business context.	LO1
2	Analyse and develop solutions for business to business marketing problems.	LO2
3	Develop measurable objectives about business to business marketing activities for targeting business to business markets.	LO2
4	Make recommendations relating to each stage of a business to business marketing strategy.	LO3

Assessment Task 3: Final exam

Task Description:

The final exam is a closed-book/ take home examination, conducted during the official exam period. The final exam may consist of short answer questions, scenario-based questions and/or case study analysis related to the seminar and workshop materials covered in the unit. The final exam assesses the students' knowledge of business to business marketing concepts and theory and their application. The format will be outlined on MyLO prior to the exam.

Task Length:

24 hours

Due Date:

Exam Period

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply the theories and principles of business to business marketing to identify and evaluate opportunities in a business to business context.	LO1
2	Analyse and develop solutions for business to business marketing problems.	LO2
3	Develop measurable objectives about business to business marketing activities for targeting business to business markets.	LO2
4	Make recommendations relating to each stage of a business to business marketing strategy.	LO3
5	Analyse responsible and sustainable marketing issues associated with business to business marketing strategies.	LO3

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.

Required Resources

Required reading materials

Biemans, WG 2010, Business to business marketing: a value-driven approach, McGraw-Hill Higher Education