Course Title: Plan and implement business-to-business marketing

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7898C

Course Title: Plan and implement business-to-business marketing

School: 650T Vocational Business Education

Campus: City Campus

Program: C6144 - Advanced Diploma of International Business

Course Contact: Suzanne Maugeri

Course Contact Phone: +61 3 9925 1466

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Doug Bell

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This unit describes the skills and knowledge required to plan and implement business-to-business (B2B) marketing.

It applies to individuals who work in a supervisory capacity in a team environment, who possess a sound theoretical knowledge base and demonstrate a range of managerial skills to ensure business activities are conducted effectively.

In this role, individuals may work in small, medium or large enterprises across a variety of industries.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG519 Plan and implement business-to-business marketing


1. Identify and evaluate business-to-business marketing strategies

Performance Criteria:

1.1 Identify B2B markets in an industry context

1.2 Research characteristics of business markets in an industry context

1.3 Identify and analyse factors influencing business buyers in an industry context

1.4 Analyse the business buying process and its implications in the industry context

1.5 Research and analyse a range of B2B marketing strategies appropriate for the organisation

1.6 Identify key personnel in buying decision process in the organisation’s business markets


2. Select business-to-business marketing strategies

Performance Criteria:

2.1 Analyse trends within business markets and identify B2B marketing opportunities for the organisation

2.2 Identify and analyse success of the organisation’s previous B2B marketing strategies

2.3 Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans


3. Plan and develop business-to-business marketing activities

Performance Criteria:

3.1 Record B2B marketing objectives and purpose

3.2 Calculate costs of B2B marketing activities with assistance of appropriate personnel

3.3 Select methods to report and measure effectiveness of B2B marketing activities

3.4 Assign responsibilities to team members for B2B marketing activities

3.5 Record B2B marketing plan and present to relevant stakeholders

3.6 Assemble required resources to implement B2B marketing plan


4. Implement and monitor business-to-business marketing plan

Performance Criteria:

4.1 Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Plan implementation of B2B marketing activities according to marketing plan

4.4 Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan

4.5 Analyse success indictors of B2B marketing plan and record performance according to organisational reporting requirements

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan and implement business-to-business (B2B) marketing.

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative class room based activities.

The self-based activities will be delivered through various technology platforms and will include quizzes, scenario case studies and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice skills in a simulated workplace environment.

Teaching Schedule

Week   Starting    TopicAssessment         
1 8 FebTeacher, student introductions
Assessments and Feedback
Deadlines and resubmissions.
Outline schedule
All IB is B2B (almost)
Distribution chains
What do they want?
2 15 Feb Differences between consumer and B2B
Types of international B2B
7 steps to a strategy
Situation analysis – external; different industries
- Internal
- Market
3 22 Feb Customer analysis
Industries, Businesses (demographics)
People (psychographics, needs, culture)
Path to purchase, decision process.
Workshop Assessment One
4 29 Feb Product Strategies
Workshop Assessment One
5 7 Mch Place strategies
Price strategies
Workshop Assessment One
 Assessment One due
6 14 Mch Promotion strategies.
Communication strategies
 Brief Assessment Two
7 21 Mch SWOT, done properly
Opportunities, Priorities and Objectives.
8 4 Apr Implementation strategies
9 11 Apr Monitoring
Customer feedback
10 18 Apr Networking – old
Networking – new (Linked In)
11 25 Apr Relationships
Account management
12 2 May Loyalty
 Assessment Two due
13 9 May Communication styles
Body language
Cultural differences.
 Brief Assessment Three
14 16 May Workshop Assessment Three 
15 23 may Revision and Review Assessment Three due
16 30 May Resubmissions 

Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy

Please note that the above schedule is a guide and may be altered as deemed necessary by your teacher.

Learning Resources

Prescribed Texts


Other Resources

The teacher presentations will be uploaded into the Blackboard shell. These are a valuable resource.

These two texts from the RMIT library are also useful resources:

Title:Business to Business Marketing Management: A Global Perspective
Author: Blythe, Jim ; Zimmerman, Alan S.

Title: Business marketing management : B2B
Author: Michael D. Hutt. Thomas W. Speh

Overview of Assessment

This course is co-delivered and co-assessed with MKTG5828C Build Client Relationships & Business Networks

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • produce a business-to-business (B2B) marketing plan which includes:
    - marketing objectives and strategies
    - a detailed marketing budget
    - methods of measuring effectiveness
    - assigning responsibilities within a team
  • implement a B2B marketing plan.

Knowledge Evidence

To complete the unit requirements effectively, you must:

  • summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • explain business buying processes
  • outline characteristics of business markets compared to consumer markets
  • summarise factors influencing business buyers
  • discuss a range of strategies for B2B marketing
  • describe trends in B2B marketing.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

Assessment Task 1 – Situation Analysis
Date handed out: Week Two
Date and time due: Week Six
Group or Individual: Groups of two or three..

The purpose of this assessment is for students to apply the Situation Analysis process in the business-to-business environment, with emphasis on the analysis of markets and customers.

A case-study will be used as the basis for all three assessments; it is a service so students are exposed to the different requirements of services marketing. In this assessment students are to conduct a situation analysis that applies to the case study and produce a report not exceeding 3000 words including tables and charts. All data must be referenced

Assessment Task 2 – Strategies and Implementation
Date handed out: Week Seven
Date and time due: Week Twelve
Group or Individual: Groups of two or three..

The purpose of this assessment is to apply the skills and knowledge to develop a full Marketing Plan for the case study business, including implementation and monitoring processes.

Students are required to cover all the aspects of a Marketing Plan they believe relevant to this case study, and show understanding ofB2B marketing with strategies that are insightful. A business-standard document of no more than 3000 words is required. All data must be referenced.

Assessment Task 3 – Presentation and Journal
Date handed out: Week Thirteen
Date and time due: Week Fifteen
Group or Individual: Group and Individual

The purpose of the presentation is for the team show their presentation skills in adapting their document (planning) and selling it (persuasive presentation).

The purpose of the journal is to show the individual’s involvement and contribution to the team process.

The presentation must be between 10 and 15 minutes, and all team members must participate at similar levels. It must include visuals and allow questions. The context is a presentation to the owners of the case study business.

The journal is used to record all meetings and work sessions , team and individual, and evaluate contributions, from Assessment One through to Assessment Three. It is to be uploaded prior to the team presentation.



Submission requirements:
Assessment tasks must be submitted online through blackboard.

You must:
• Retain a copy of your assessment tasks.
• Complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Final Date for All Assessments.
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.

Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction

Other Information

Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information:
Form to use:

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31

Course Overview: Access Course Overview