Courses & Units

Business to Business Marketing BMA738


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
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
Delivered By University of Tasmania


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


International students
Domestic students

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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 20/2/2023 21/3/2023 10/4/2023 28/5/2023

* 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 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Evaluate business to business marketing 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 responsible and sustainable marketing practices.

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
080505 $1,892.00 $1,482.00 not applicable $2,837.00

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.

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 What is an indicative Fee? to get an indicative course cost.


Mutual Exclusions

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



Teaching Pattern

Recorded lectures; 3x4 hour workshops throughout the semester. Please refer to the timetable for dates, times and venue.

AssessmentCase study analysis report (30%)|Essay (30%)|Final exam (40%)
TimetableView 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

LinksBooktopia textbook finder

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