Students

MKTG3001 – Business to Business Marketing

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convener, Lecturer, & Tutor
Manjunath Padigar
manjunath.padigar@mq.edu.au
239 / 4 ER (North Ryde Campus)
Mondays, 4:00pm-5:30pm, via Zoom / MS Teams.
Tutor
Michael Cherry
michael.cherry@mq.edu.au
Casual Staff Room, 4 ER.
On need basis only. No specific time.
Tutor
Alex Mironov
alex.mironov@mq.edu.au
Casual Staff Room, 4 ER.
On need basis only. No specific time.
Credit points Credit points
10
Prerequisites Prerequisites
130 cp at 1000 level or above including MKTG1003
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Business-to-business markets are the unseen engines powering the global economy. They are vast, often dwarfing consumer markets in terms of complexity, size, and value. Every consumer product, from your smartphone to your sneakers, is the result of countless business-to-business transactions. Understanding these markets is crucial to understanding the business world itself.   In this unit, students learn about key challenges surrounding business-to-business marketing, with a focus on relationship building, joint problem solving, and creating value in complex supply chains. This unit develops students’ knowledge and skills in managing multiple stakeholders, navigating long sales cycles, and implementing large-scale solutions. By completing this unit, students will be well-prepared for exciting career opportunities in the business-to-business market that offer immense satisfaction and growth potential. 

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
Professional Practice: Strategic Problem Solving 30% No 19/09/2025
Skills Development: Developing B2B Expertise 30% No 31/10/2025
Professional Practice: B2B Strategic Analysis 40% No 07/11/2025

Professional Practice: Strategic Problem Solving

Assessment Type 1: Presentation
Indicative Time on Task 2: 14 hours
Due: 19/09/2025
Weighting: 30%

 

The purpose of this assessment is for you to deepen your understanding of business-to-business marketing concepts by practically applying your knowledge and skills to a real-world situation, encouraging you to engage with current issues in your field.

You will collaborate with your team members to analyse a specific problem pertaining to a business-to-business company, apply theory to solve the problem, and evaluate and present alternative solutions.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving
  • Collaboration
  • Communication skills

Deliverable: Presentation [Max. 15 mins] - Group assessment

 
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.

Skills Development: Developing B2B Expertise

Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 22 hours
Due: 31/10/2025
Weighting: 30%

 

The purpose of this assessment is for you to develop your skills and expertise in Business-to-Business Marketing through regular and meaningful engagement with the coursework.

You will complete tasks relevant to key topics in the unit and provide a professional reflection on three curated activities and the skills and expertise you developed.

Skills in focus:

  • Critical thinking and problem solving

Deliverable: Written reflection [max. 1,500 words] - Individual assessment

 
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.

Professional Practice: B2B Strategic Analysis

Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: 07/11/2025
Weighting: 40%

 

The purpose of this assessment is for you to address contemporary challenges facing business-to-business companies, with the goal of enhancing decision-making processes in a B2B context. You will analyse these challenges to identify opportunities that can improve operational efficiencies and guide strategic decisions.

Skills in focus:

  • Critical thinking and problem solving
  • Discipline knowledge

Deliverable: Written report of [max. 2000 words] - Individual assessment

 
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 tutorial as per the unit schedule during the semester. The one-hour lecture content is available in iLearn; students should review this prior to the scheduled tutorial. The tutorials are presented in both F2F and online modes. Students should enroll in only one tutorial based on their preference. The tutorial starts in week one. Students need to engage in pre-reading before attending tutorials. The tutorials are active engagement tutorials and provide opportunities for students to participate in learning experiences. The timetable for tutorials 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: "Business to Business Marketing Management: A Global Perspective" by Alan Zimmerman & Jim Blythe, 4th edition. Oxford: Routledge 2022. [Available for free online access via the library & added to the reading list].

Unit Schedule

Week#

Date

Topic

1

28 Jul

Introduction to B2B Marketing

2

4 Aug

Business buying behaviour

3

11 Aug

Inter firm relationships and networks

4

18 Aug

Research business to business markets

5

25 Aug

Business market segmentation

6

1 Sep

Managing product offering and innovation

7

8 Sep

Service for business markets

8

15 Sep

Routes to market and supply chain

TWO WEEK RECESS

9

6 Oct

Price setting

10

13 Oct

Market communication

11

20 Oct

Relationship management

12

27 Oct

Corporate reputation management

13

3 Nov

Looking into the future

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:

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/

Academic Success

Academic Success provides resources to develop your English language proficiency, academic writing, and communication skills.

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:

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.

Changes since First Published

Date Description
28/07/2025 Hi Jun / Lay Peng, Sorry for the mess but I had the deadlines mixed up for the assessments. They are now corrected. Thank you for your understanding. Best M

Unit information based on version 2025.04 of the Handbook