BK203 - Business to Business Marketing

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing and offered as an Elective Unit in the Bachelor of Business majors in Management and Accounting. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website: http://www.mit.edu.au/study-with-us/programs/bachelor-business.

As with consumer markets, the company that best understands the behaviour of business buyers can obtain an advantage in the marketplace. In the business market, the customers are organisations (businesses, governments, and institutions) and these customers represent a huge market opportunity.

This course provides a framework for understanding and analysing business to business marketing in all sectors of the business market - commercial enterprises, government, and institutions. It provides a
framework for understanding business marketing strategy development, and knowledge in applying demand analysis and segmentation techniques in the business market. The purpose of this course is to facilitate the understanding of the nature, structure, and distinguishing characteristics of the industrial or business to business market, by identifying the distinctive characteristics of the business market, exploring the ways in which organisations make buying decisions, and determining the requirements for marketing strategy success.

Unit topics include:

  • A Business Marketing Perspective 
  • Organizational Buying Behavior
  • Customer Relationship Management Strategies for Business Markets
  • Segmenting the Business Market and Estimating Segment Demand
  • Business Marketing Strategies for Global Markets
  • Managing Products for Business Markets
  • Managing Innovation and New Industrial Product Development
  • Managing Business Marketing Channels
  • Pricing Strategy for Business Markets
  • Business Marketing Communications: Advertising and Sales Promotion
  • Exam revision

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Discuss the differences between business to business marketing and consumer based marketing.
b. Evaluate the characteristics of business to business markets, including market structure and demand, the nature of the buying unit and the decision process.
c. Develop strategies and tactics for business to business markets based on marketing mix specifications relevant to industry.
d. Analyse the business marketing strategies applicable in global markets.
e. Apply a range of analytical skills through the interpretation of data and information to solve business to business issues.


Assessment Task Due Date A B Unit Learning Outcomes
1. Formative Assessment Week 3 - 5% a-c
2. Contribution and Participation Weeks 1-12 - 10% a-e
3. Individual Assessment[Individual] Week 7 - 15% a-c
4. Case study analysis [Group] Week 10 10% - a-e
5. Case study presentation [Group] Week 10 - 10% a-e
6. Case Study[Individual] (3 hours) TBA - 50% a-e
TOTALS   10% 90% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (5%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Heidi,T., (2017), B2B Marketing Strategy, , Kogan Page

Other recommended references

  • Kleinaltenkamp, M., Plinke, W., Wilkinson, I., Geiger, I. (2015), Fundamentals of Business to Business Marketing – Mastering Business Markets, Springer International Publishing.
  • King, K. A., (2015), Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy, Pearson education.
  • Ryan, C., (2014), Winning B2B Marketing (2nd Edition), Fusion Marketing Press.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.