MKF5371 - Business to business marketing - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Samir Gupta

Unit guides



  • First semester 2017 (Evening)
  • Second semester 2017 (Off-campus)


Marketing of business goods and services poses some unique challenges for business-to-business marketing practitioners. This unit provides an integrated marketing and strategic management approach into understanding and applying business-to-business marketing theory. In so doing, the unit places business goods and services issues within a broader marketing context. The unit addresses the need for business-to-business marketers to not only understand buyer-seller relationships and behaviours but also how to use these insights to develop business marketing strategies in dynamic markets.


The learning goals associated with this unit are to:

  1. understand the core concepts and theories of business-to-business marketing
  2. use business-to-business literature to critique current business practice
  3. use the understanding of buyer-seller relationships and behaviour to develop marketing strategies for dynamic business markets
  4. research and apply business-to-business marketing theories to practice.


Within semester assessment: 60% + Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must be enrolled in course B6010, 2276 or 4431 or by permission of the Chief Examiner to undertake this unit