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

Part B: Course Detail

Teaching Period: Term1 2020

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: suzanne.maugeri@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 ma

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

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

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

 

Week

 

Week Commencing

Topics

Assessment

1

10 February

Week 1 will consist of an induction of 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 re submission policy 
• Plagiarism 
• Appeals 
• Extensions and Special Consideration 
• Privacy

 

2

17 February

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

24 February

Customer analysis

Industries, Businesses (demographics)

People (psychographics, needs, culture)

The path to purchase, decision process.

Workshop Assessment One

 

4

2 March

Product Strategies

Workshop Assessment One

 

5

9 March

Place strategies

Price strategies

Workshop Assessment One

Assessment One due

6

16 March

Promotion strategies.

Communication strategies

Brief Assessment Two

7

 

23 March

 

SWOT, done properly

Opportunities, Priorities, and Objectives.

 

8

 

30 March

Implementation strategies

  Stakeholders

  Timetables

  Financials

 

 

9 - 15 April

Mid semester break

 

9

6 April

13 April

Monitoring

  KPI’s

  Customer feedback

 

 10

20 April

Networking – old

Networking – new  (Linked In)

Assessment Two due.

11

27 April

 

 Relationships

  Personal

  Account management

Brief Assessment Three

12

4 May

Loyalty

CRM

 

13

11 May

Communication styles

Body language

Cultural differences.

 

14

18 May

Workshop Assessment Three

 

15

25 May

Interactive activities focusing on B2B networking and review of learning to date

Assessment Three due

16

1 June 2020Feedback & resubmissions 

17

8 June 2020

Final resubmissions

 


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

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 and time due:  Week 5 

                                            

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.

  

Assessment Task 2 – Plan a strategy

Date and time due:  Week 10 

                                            

Purpose:

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 and time due:  Week 15 

                                            

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 by proposing a strategy for local management to build an effective business network amongst potential clients and other people who might influence potential clients and target market.


Assessment Matrix

The competency assessment map that maps all the assessment tasks is available on CANVAS Mapping document.

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 a 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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work

Where an extension of greater than seven days is needed, you must apply for Special Consideration.  You must submit your application within five working days after your assessment date or due date.

More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

Re-submissions (VE Programs):

If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task you will be allowed one re-submission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission. 

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:

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

 Final Results

 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.

 The following grades are available for this course: 

CA

Competency Achieved

NYC

Not Yet Competent

DNS

Did Not Submit for Assessment

 

Course Overview: Access Course Overview