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This unit has been discontinued.


The importance of marketing in the Business to Business (B2B) sector has grown globally. Business markets present unique challenges and opportunities for marketers that differ significantly from business to consumer (B2C) markets. B2B and B2C markets function very differently and marketers seek to satisfy their respective customers' needs in different ways. Business customers do not buy in the same way as end consumers do: business customers are driven by different needs, use different decision criteria and respond to different marketing approaches than do end consumers. Business buyers thus require different strategies to target them.

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 products and services.

Summary 2021

Unit name Business to Business Marketing
Unit code BMA605
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Rajesh Rajaguru

Available as student elective? Yes
Breadth Unit? No



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Teaching Pattern

The total time commitment required for this unit is a minimum of 156 hours, comprising 2 hours (1 hour seminar and 1 hour workshop) of class contact per week, and an additional 9 hours in self-directed study.


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