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.
|Unit name||Business to Business Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Rajesh Rajaguru|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
- International students
- Domestic students
|Study Period||Start date||Census date||WW date||End date|
* 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 (refer to How do I withdraw from a unit? 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).
- 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 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
You cannot enrol in this unit as well as the following:BMA605
Recorded lectures; 3x4 hour workshops throughout the semester. Please refer to the timetable for dates, times and venue.
|Assessment||Final exam (40%)|Case study analysis report (30%)|Essay (30%)|
|Timetable||View the lecture timetable | View the full unit timetable|
Biemans, WG 2010, Business to business marketing: a value-driven approach, McGraw-Hill Higher Education
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
|Links||Booktopia textbook finder|
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.