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

Part B: Course Detail

Teaching Period: Term2 2018

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

Teacher: Sharyn Smith

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 indicators 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 classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

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

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

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

The Teaching Schedule for this course is as follows but please note that it is subject to change.



Week Commencing




2 July 18

  • Teacher, student introductions
  • Rules
  • Assessments and Feedback
  • Deadlines and resubmissions.
  • Outline schedule
  • All IB is B2B (almost)
  • Distribution chains
  • What do they  want?
  • Workshop


9 July 18

  • Differences between consumer and B2B
  • Types of international B2B
  • 7 steps to a strategy
  • Situation analysis – external; different industries
  • Internal
  • Market
  • Workshop

Assessment 1 handed out


16 July 18

  • Customer analysis
  • Industries, Businesses (demographics)
  • People (psychographics, needs, culture)
  • Path to purchase, decision process.
  • Workshop Assessment One


23 July 18

  • Product Strategies
  • Workshop Assessment One


30 July 18

  • Place strategies
  • Price strategies
  • Workshop Assessment One

Assessment One due



6 Aug 18
  • Promotion strategies.
  • Communication strategies

Brief Assessment Two


13 Aug 18

  • SWOT, done properly
  • Opportunities, Priorities and Objectives.




20 Aug 18

  • Implementation strategies
  • Stakeholders
  • Timetables
  • Financials

Semester Break 25 Au - 2 Sept


3 Sept 18

  • Monitoring
  • KPI’s
  • Customer feedback



10 Sept 18

  • Networking – old
  • Networking – new  (Linked In)

Assessment Two due.



17 Sept 18

  • Relationships
  • Personal
  • Account management

Brief Assessment Three


24 Sept 18

  • Loyalty
  • CRM



1 Oct 18

  • Communication styles
  • Body language
  • Cultural differences.



8 Oct 18

Workshop Assessment Three

Assessment Three due


15 Oct 18

Resubmissions and feedback.



22 Oct 18

Resumbissions and feedback.



The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete the course. This may include not only scheduled classes bit also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


Learning Resources

Prescribed Texts


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 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 Instructions

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

You are required to complete three tasks.  You must successfully complete all three tasks to be deemed competent in this course.

Assessment Task 1 – Analysis

Date handed out:  Week Two

Date and time due:  Week Five

Group or Individual: Teams of two.



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. 


Assessment Task 2 – Plan a strategy

Date handed out:  Week Six

Date and time due:  Week Ten

Group or Individual: Same teams as Assessment One.  



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

Assessment Task 3 – Create a local connection.

Date handed out:  Week Eleven

Date and time due:  Week Fourteen

Group or Individual: Same teams as Assessment One. 



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.




Assessment Matrix

For these  assessment tasks you need to draw upon what you have learned throughout the unit.

 Assessment Matrix

 The assessment matrix that maps all the assessment is available on CANVAS.


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 the Assessment task document that includes a declaration and statement of authorship.
  • 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.


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


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:


If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. 

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.


Grading & re-submissions
Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.


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:


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:



Competent with High Distinction


Competent with Distinction


Competent with Credit


Competency Achieved – Graded


Competency Achieved – Not Graded


Not Yet Competent


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 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.


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