Students
MKTG8007 – Business-to-Business Marketing Strategy
2020 – Session 2, Special circumstance
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Coordinator and Lecturer
Dr Mahdi Vesal
Contact via mahdi.vesal@mq.edu.au
Room 142, 3 Management Drive
Monday, 4-5 pm (online), Zoom ID: 401 171 7358
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
Admission to MMktg
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
B2B marketing operates in an increasingly fast-paced and dynamic business landscape. New technologies, tools, and channels, when combined with increasingly complex business customer demands make the buying process strategically challenging. Marketing strategies drive marketing techniques and activities that offer customer value and secure sustainable revenue streams. This unit develops students’ knowledge of the theories, strategies, and principles underpinning B2B marketing. Students will develop skills to identify and address B2B marketing problems and make recommendations to solve B2B marketing problems. Further, students will learn how to develop B2B marketing strategies and tactics to drive competitive advantage to build and maintain market share. |
Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- ULO1: Critically analyse B2B marketing theories, principles, and strategies.
- ULO2: Apply B2B marketing principles and strategies to solve marketing problems.
- ULO3: Formulate marketing strategies to create competitive advantage in B2B markets.
- ULO4: Make recommendations to address B2B marketing problems.
General Assessment Information
Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.
Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Individual and group performance in the live Zoom session. | 25% | No | Week 1-12 |
| Simulation Game report | 45% | No | Marketing plan Week 3-7; Report Week 8 |
| B2B Strategic Plan | 30% | No | Week 13 |
Individual and group performance in the live Zoom session.
Assessment Type 1: Participatory task
Indicative Time on Task 2: 20 hours
Due: Week 1-12
Weighting: 25%
Workshops allow students to engage in discussions and share their thoughts, help them articulate and communicate their point of view, and develop not only their own knowledge, but also assist their fellow classmates to gain a better understanding of the topic. Each session students will work on particular topics and work on discussion questions and cases.
Individual activities: 15 marks Group activities: 10 marks
More information about each class activity will be provided on iLearn.
On successful completion you will be able to:
- Critically analyse B2B marketing theories, principles, and strategies.
- Apply B2B marketing principles and strategies to solve marketing problems.
- Formulate marketing strategies to create competitive advantage in B2B markets.
- Make recommendations to address B2B marketing problems.
Simulation Game report
Assessment Type 1: Simulation/role play
Indicative Time on Task 2: 40 hours
Due: Marketing plan Week 3-7; Report Week 8
Weighting: 45%
Students take part in a computer based B2B marketing strategy simulation game. The game challenges students with decision-making exercises with respect to B2B strategic marketing practices within a realistic marketplace.
This assessment is combination of individual- and group-based activities. Group-based: Implementation of the simulation game: 10 marks Individual-based: 2500 words report about strategic plan and recommendation: 35 marks
More information about this assessment will be provided on iLearn.
On successful completion you will be able to:
- Critically analyse B2B marketing theories, principles, and strategies.
- Apply B2B marketing principles and strategies to solve marketing problems.
- Formulate marketing strategies to create competitive advantage in B2B markets.
B2B Strategic Plan
Assessment Type 1: Report
Indicative Time on Task 2: 35 hours
Due: Week 13
Weighting: 30%
This assignment gives students the opportunity to apply their knowledge of B2B theories and strategies to specific B2B company and a specific aspect of the company’s strategy and tactics. Further, students provide practical recommendations to the company on how to sustain their competitive advantage in the B2B context.
Length: 2500 words More information about this assessment will be provided on iLearn.
On successful completion you will be able to:
- Critically analyse B2B marketing theories, principles, and strategies.
- Apply B2B marketing principles and strategies to solve marketing problems.
- Formulate marketing strategies to create competitive advantage in B2B markets.
- Make recommendations to address B2B marketing problems.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
One-hour Lecture: PowerPoint Slides and pre-recording videos will be available on iLearn; students do not need to attend any lectures.
Asynchronous weekly workshop activities: Students need to engage in weekly discussion forums and attempt weekly quizzes on iLearn.
One-hour weekly synchronous workshop activities: Weekly one-hour live session; Students need to attend all workshops (week 1 to 12). Please check the unit timetable for further information. The timetable for workshops can be found on the University web site at: http://www.timetables.mq.edu.au.
Technology Used and Required
Please ensure that you have access to a personal computer so you are able to access the internet, use word processing software and PowerPoint program that are required for the preparation of assignments and presentations.
Prescribed and Recommended Texts and/or Materials Throughout the semester, a combination of textbooks, journal articles, and online materials (e.g. links to websites, online videos) will be used as learning resources. All resources are accessible from iLearn. Students are recommended to purchase the prescribed textbook.
Prescribed text: Zimmerman & Blythe. Business-to-Business Marketing Management A Global Perspective, 3rd Edition. Routledge Publications, 2018.
Unit Schedule
Please refer to iLearn
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.