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

Part B: Course Detail

Teaching Period: Term1 2017

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: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email: timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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

None

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

Element:

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

Element:

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

Element:

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

Element:

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

The student is to select a real world client for whom they will fulfil a work placement brief. Work with the chosen client to complete the supplied brief in suitable depth paying particular attention to the client’s core objective, target market and key message(s). Choose a Single Minded Proposition or some creative approach that would ideally work towards the following communication pieces to be submitted; and provide a completed evaluation form about the quality of internship work written by the employer.

Students are to choose a selection of opportunities to establish and maintain relationships with a range of clients related to public relations and show evidence of participating in and providing an active contribution to a public relations business related network. The student is to provide a two page report of topics of interest and present a three minute persuasive speech on what was covered in developing client relationships and business networks. The discussion will be assessed on a combination of:completion of set number of hours (10 hours); produce a completed evaluation form about the quality of internship work written by the employer; and ability to employ persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewee.

 


Teaching Schedule

Week

 

Week Commencing

Topics

Assessment

1

Feb 6

Teacher, student introductions

Rules

Assessments and Feedback

Deadlines and resubmissions.

Outline schedule

All IB is B2B (almost)

Distribution chains

What do they  want?

Workshop

 

2

Feb 13

Differences between consumer and B2B

Types of international B2B

7 steps to a strategy

Situation analysis – external; different industries

-       Internal

-       Market

Workshop

Brief Assessment One.

3

Feb 20

Customer analysis

Industries, Businesses (demographics)

People (psychographics, needs, culture)

Path to purchase, decision process.

Workshop Assessment One

 

4

Feb 27

Product Strategies

Workshop Assessment One

 

5

Mar 6

Place strategies

Price strategies

Workshop Assessment One

Assessment One due

6

Mar 13

Holiday Monday

Labour Day

Promotion strategies.

Communication strategies

Brief Assessment Two

7

Mar 21

 

SWOT, done properly

Opportunities, Priorities and Objectives.

 

8

Mar 27

 

Implementation strategies

  Stakeholders

  Timetables

  Financials

 

9

April 3

Monitoring

  KPI’s

  Customer feedback

 

10a

April 10

Networking – old

Networking – new  (Linked In)

 

 

 

Semester Break 13 – 19 April Inclusive

 

10b

April 17

17-19 holiday

Networking – old

Networking – new  (Linked In)

Assessment Two due.

 

11

April 24

Holiday Tues 25th

Anzac Day

Relationships

  Personal

  Account management

Brief Assessment Three

12

May 1

Loyalty

CRM

 

13

May 8

Communication styles

Body language

Cultural differences.

 

14

May 15.

Workshop Assessment Three

Assessment Three due

15

May 22

Student counselling and feedback.

 

16

May 29

Resubmissions & Feedback.

 


Learning Resources

Prescribed Texts


References


Other Resources


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

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 -  This course is co-delivered and co-assessed with MKTG5828 Build client relationships and business networks

Assessment Task 1 – Analysis

Date handed out:  Week Two

Date and time due:  Week Five

Group or Individual: Teams of two.

            

Purpose:

The purpose of this assessment is to demonstrate the skills and insight needed to analyse a target market and identify the opportunities and threats there are in that market.

A case study will be used as the subject of all three assessments, and this will be detailed in class. 

Requirements:

Research and analyse the target market for the case study, addressing all the areas detailed in the brief on Blackboard in the Assessment section.. Produce a report and recommendation of no more than 3000 words..

 Details of Assessment:

This is a report that could be presented to the senior management of the case study company. It sets the stage for the next assessment where students are to create strategies based on the contents of the report.

Assessment 2 - Plan a Strategy

Date handed out:  Week Six

Date and time due:  Week Ten

Group or Individual: Same teams as Assessment One.                       

Purpose:

To demonstrate the skills and knowledge to develop relevant marketing strategies that will be effective in the situation described in the case study.

Requirements:

A report recommending strategies for all aspect of marketing, an implementation plan and a review process. No more than 3000 words.

Details of Assessment:

Using the analysis completed in Assessment One, teams are to develop  a marketing plan, including implementation and a review process, that responds to those conclusions.

Assessment 3 - Create a local connection

Date handed out:  Week Eleven

Date and time due:  Week Fourteen

Group or Individual: Same teams as Assessment One.                     

Purpose:

To demonstrate an understanding of the ways to develop business networks in another country,  and also ways to maintain client relationships in the same market.

 Requirements:

Students are to prepare a proposal to address two activities; (1) networking with relevant people in the target market and (2) building and maintaining relationship with clients that take up the service, or who potentially might. Specific areas to be addressed will be detailed in the Assessment section on Blackboard. The proposal is to be no more than 2000 words and is in the context of a part of the submission to management for the project addressed in Assessments One and Two

There are two separate parts to this assessment

Part One is a proposed strategy for local management to build an effective business network amongst potential clients and other people who might influence potential clients and the target market.

Part Two is a proposed strategy to create and manage an ongoing client relationship program using current CRM techniques.

 


Assessment Matrix

Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (Hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must 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 each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2,

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you must apply for special consideration.
Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is
“CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

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: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Academic Integrity
Plagiarism
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing
RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage

Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

 

Course Overview: Access Course Overview