Courses & Units

Business to Business Marketing BMA738

Hobart

Introduction

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.

Summary

Unit name Business to Business Marketing
Unit code BMA738
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Rajesh Rajaguru
Available as student elective? No
Delivered By University of Tasmania

Availability

Location Study period Attendance options Available to
Hobart Semester 1 On-Campus Off-Campus International International Domestic Domestic

Key

On-campus
Off-Campus
International students
Domestic students
Note

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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.

Key Dates

Study Period Start date Census date WW date End date
Semester 1 21/2/2022 22/3/2022 11/4/2022 29/5/2022

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Apply theories and concepts underpinning business to business marketing to identify opportunities and create value.
  • Research and analyse business to business marketing problems and develop creative solutions.
  • Plan and develop business to business marketing strategies considering ethical and legal issues.
Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
080505 $1,828.00 $1,432.00 not applicable $2,702.00
  • FEE-HELP is available on this unit, depending on your eligibility4

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to this page to get an indicative course cost.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA605

Teaching

Teaching Pattern

Weekly 2-hr seminar-workshops

The unit follows a blended learning mode. Student will gain business to business marketing knowledge through high quality learning resources, face-face and online interactions with lecturer and peers, and self-directed readings.

AssessmentFinal exam (40%)|Case study analysis report (30%)|Essay (30%)
TimetableView the lecture timetable | View the full unit timetable

Textbooks

Required

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

Recommended

Giglierano, JJ, Vitale, R & Pfoertsch, W 2011, Business to business marketing: analysis and practice, Pearson Education.

Hutt, M & Speh, T 2012, Business marketing management: B2B. Cengage Learning.

Brennan, R, Canning, L & McDowell, R 2014, Business-to-business marketing, Sage

LinksBooktopia textbook finder

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.