BK203 - Business to Business Marketing

Credit Points: 15

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

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.

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.

The unit topics include:
  1. Understanding business markets
  2. Building customer relationships in business markets
  3. Segmenting the business market
  4. Marketing mix for business markets
  5. Global business markets

Learning Outcomes

At the completion of this unit students should be able to:

  1. Discuss the differences between business to business marketing and consumer based marketing
  2. Evaluate the characteristics of business to business markets, including market structure and demand, the nature of the buying unit and the decision process
  3. Develop strategies and tactics for business to business markets based on marketing mix specifications relevant to industry
  4. Analyse the business marketing strategies applicable in global markets
  5. Apply a range of analytical skills through the interpretation of data and information to solve business to business issues

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
Case study analysis (Individual)a-c*10%
Marketing plan on business to business markets (Group)a-e*20%
Presentation (Group)a-e*10%
Final Exam (3 hours)a-e*50%
Total 100%

*refer to learning outcomes above.


Hutt, M. & Speh, T. (2014), Business Marketing Management: B2B, (11th edition), South-Western Cengage Learning

Reference Reading

  • 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

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 communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study


Colour coding    

Extent covered

                               The standard  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 standard 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 standard 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 standard 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 standard  is not considered, there is no theory or practice or activities associated with this standard