Students
MKTG3001 – Business to Business Marketing
2024 – Session 2, In person-scheduled-weekday, North Ryde
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Manjunath Padigar
Contact via Email
E4A239
as needed
Lisa Rohanek
|
|---|---|
| Credit points |
Credit points
10
|
| Prerequisites |
Prerequisites
130 cp at 1000 level or above including MKTG1003
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
|
| Unit description |
Unit description
Business-to-business markets differ significantly from business-to-consumer markets, and present unique challenges and opportunities for marketers. Business customers are driven by different needs, engage in complex purchase decision-making processes, and respond differently to marketing stimuli. In facing the challenges and opportunities in business markets, marketers need to apply specific strategies to develop value offerings, communicate those offerings to stimulate purchase behaviours, and work to sustain long lasting business relationships with customers. This unit develops students’ knowledge to apply business-to-business marketing theories and principles to solve business-to-business marketing problems. Students learn how to analyse business-to-business networks and identify opportunities to offer superior value to customers. |
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: Analyse business-to-business markets to identify threats/opportunities.
- ULO2: Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration.
- ULO3: Identify and apply theoretically-grounded solutions to business-to-business marketing problems.
General Assessment Information
Late Assessment Submission Penalty (written assessments) Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.
For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Practice-based task | 30% | No | Week 1-12 |
| Case study analysis | 30% | No | Week 8 |
| Report | 40% | No | Week 13 |
Practice-based task
Assessment Type 1: Participatory task
Indicative Time on Task 2: 22 hours
Due: Week 1-12
Weighting: 30%
Workshop activities give students opportunities to internalise their learning. These activities also allow students to engage in discussions and share their thoughts, help students explain their points of view, and develop not only their own knowledge, but also assist collaborative learning to gain a better understanding of the topic.
Length: The participatory tasks comprise both in-class group activities, including team activities during the live sessions to address in-class questions and activities (20 marks) and individual activities, including weekly quizzes and online discussion forum activities (10 marks).
On successful completion you will be able to:
- Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration.
- Identify and apply theoretically-grounded solutions to business-to-business marketing problems.
Case study analysis
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 14 hours
Due: Week 8
Weighting: 30%
The written case study analysis report will assess your ability to analyse a case, marshal your thoughts and ideas and propose solutions. The aim of case study analysis is to apply theory to solve the case and answer the case questions. Length: 1,500 words
On successful completion you will be able to:
- Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration.
- Identify and apply theoretically-grounded solutions to business-to-business marketing problems.
Report
Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Week 13
Weighting: 40%
This written assignment requires you to apply theories and concepts to examine how companies operate in the business environment. From your analyses you will identify opportunities to assist companies in their future operations. Length: 2,000 words
On successful completion you will be able to:
- Analyse business-to-business markets to identify threats/opportunities.
- Critically evaluate the theories and concepts underpinning Business-to-Business Marketing, individually and/or in collaboration.
- Identify and apply theoretically-grounded solutions to business-to-business 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
Classes: This unit has 3 hours of teaching per week, consisting of 1 x 1-hour pre-recorded lecture and 1 x 2-hour workshop as per unit schedule during the semester. The one-hour lecture content is available in iLearn; students should review these prior to scheduled workshops. The workshops are presented in both F2F and online modes. Students should enrol only in one workshop based on their preference. The workshop starts in week one. Students need to engage in pre-reading before attending workshops. The workshops are active engagement workshops and provide opportunities for students to participate in learning experiences. The timetable for workshops can be found on the University website 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 and 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, and online videos) will be used as learning resources. All resources are accessible from iLearn. Students are recommended to purchase the prescribed textbook.
Prescribed text: Brennan, Ross, Louise Canning, Raymond McDowell. Business-to-Business Marketing, 5th Edition. Sage Publications Ltd (UK)
Recommended texts: Biemans, W. G. Business to Business Marketing: A Value-driven Approach. McGraw-Hill Higher Education
Giglierano, J. J., Vitale, R., & Pfoertsch, W. Business to Business Marketing: Analysis and Practice. Pearson Education.
Unit Schedule
|
Week |
Date/Week |
Lecture Topic |
Due |
|
1 |
22 July |
Business to business markets |
Active engagement |
|
2 |
29 July |
Business customer purchasing behaviour |
Active engagement |
|
3 |
5 Aug |
Inter firm relationships and networks |
Active engagement |
|
4 |
12 Aug |
Responsible business to business strategy |
Active engagement |
|
5 |
19 Aug |
Business market segmentation |
Active engagement |
|
6 |
26 Aug |
Managing Product offerings and innovation in B2B Markets |
Active engagement |
|
7 |
2 Sep |
Services for business markets |
Active engagement |
|
8 |
9 Sep |
Routes to market and supply chain management |
Active engagement Case Study Analysis Due |
|
TWO WEEK RECESS |
|||
|
9 |
30 Sep |
Price setting in business to business markets |
Active engagement |
|
10 |
7 Oct |
Market communication in the B2B Context |
Active engagement |
|
11 |
14 Oct |
Relationship communication |
Active engagement |
|
12 |
21 Oct |
Relationship portfolio and key account management |
Active engagement |
|
13 |
28 Oct |
Corporate reputation management |
Business Report Due |
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). 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
- Assessment Procedure
- Complaints Resolution Procedure for Students and Members of the Public
- Special Consideration Policy
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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 connect.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Academic Integrity
At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
The Writing Centre
The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.
- Workshops
- Chat with a WriteWISE peer writing leader
- Access StudyWISE
- Upload an assignment to Studiosity
- Complete the Academic Integrity Module
The Library provides online and face to face support to help you find and use relevant information resources.
Student Services and Support
Macquarie University offers a range of Student Support Services including:
- IT Support
- Accessibility and disability support with study
- Mental health support
- Safety support to respond to bullying, harassment, sexual harassment and sexual assault
- Social support including information about finances, tenancy and legal issues
- Student Advocacy provides independent advice on MQ policies, procedures, and processes
Student Enquiries
Got a question? Ask us via the Service Connect Portal, or contact Service Connect.
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.
Unit information based on version 2024.03 of the Handbook