Course Title: B2B Marketing

Part A: Course Overview

Course Title: B2B Marketing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017,
Sem 2 2019


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 1 10,
Offsh 1 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17,
Offsh3 17,
Offsh1 18


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet2 2014,
Viet1 2015,
Viet3 2015,
Viet2 2016,
Viet1 2017,
Viet2 2017,
Viet3 2017

Course Coordinator: Avni Misra

Course Coordinator Phone: N/A

Course Coordinator Email:

Course Coordinator Location: Building 80, Level 11

Course Coordinator Availability: By Appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - Marketing Principles
008964 - Service Quality - Please note that this pre-requisite can be completed at the same time as B2B Marketing


Course Description

In this course you will develop the knowledge and skills to explore the specialized nature of business-to-business marketing, and develop an understanding of the differences between business marketing and consumer marketing.

The general principles of marketing continue to apply to business and industrial marketing. However, specific theories of organizational buying behaviour, relationship marketing and purchasing and B2B networks will be examined and applied using a mix of work-based learning and academic learning to allow you to solve authentic business problems or address real issues faced in organisations.

Supply chains, marketing strategies and the business marketing mix will be examined in detail. Case studies and examples will be used to illustrate the application of marketing principles in business to business environments.

Objectives/Learning Outcomes/Capability Development


The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

  1. Apply major business marketing theories and models to analyse the behaviours and needs of organizational customers.
  2. Manage project contributions in an online environment.
  3. Critically analyze and apply business marketing concepts to develop a business marketing solution.
  4. Communicate research, analysis and marketing solutions in a professional format as part of a client brief.
  5. Apply and integrate Business-to-Business marketing theory with practice in a business context.

Overview of Learning Activities

You will attend a lecture/workshop totalling 3 hours per week and commencing in week 1. The lecture material will introduce you to the key concepts and applications of business to business marketing theory. The material will expand on the topics presented in the textbook and use examples and cases to explain how the theory is applied in practice. The workshop activities cover how to apply relevant theories and models to solve a business marketing problem and address assignment requirements.

From the mid-semester you will be involved in a work integrated project requiring you to apply relevant theories and knowledge to the project / real life cases.

You are expected to do 2-3 hours of self-directed study per week for each hour of class time.

The material presented in the lectures and workshops should be treated as a general guide to the reading for the course and all assessments.

Overview of Learning Resources

References for additional readings will be available online through myRMIT/Canvas. These readings are part of the required materials for this course.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 20%
Linked CLOs: 1, 2, 4, 5, 

Assessment Task 2: 40%
Linked CLOs:Linked CLOs: 1, 2, 3, 4, 5

Final Exam 40%
Linked CLOs: 1, 2

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.