MKTG 4491 - Business-to-Business Marketing

Delivery Online, self-paced

Course Description

Students examine the importance and impact of marketing products and services to other businesses and organizations in the economy, the unique nature of business customer's needs, and the different marketing strategies that can be employed to meet those needs. Topics include exploring business markets and business marketing; creating value for business customers; designing product and channel strategies; establishing strong communications; building strong sales and pricing; and managing programs and customers.

Learning outcomes

Describe the applications, challenges and the dynamic environment of B2B marketing, including the unique nature of organizational buying behaviour.
Design strategies and structures to effectively serve the B2B market.
Apply a systematic approach to problem solving and decision making in business marketing organizations through the use of case studies.
Develop a business marketing plan for a real local company that mainly targets business customers.

Course topics

Module 1: Exploring Business Markets and Business Marketing
Module 2: Creating Value for Business Customers
Module 3: Designing Brand, Product and Product Development Strategies
Module 4: Managing B2B Channels and Supply Chain
Module 5: Designing Profitable Customer Relationships
Module 6: Building Strong Pricing, Advertising, and Sales Strategies
Module 7: Marketing Performance Measurement

Required text and materials

Students are responsible for purchasing the required materials on their own:

Hutt, M. D., Speh, T. W., & Hoffman, D. (2024). Business Marketing Management: B2B (13th ed.). Cengage.
Type: Textbook. ISBN: 9780357718230 / 9798214339160

Note: This item can be purchased directly from the following VitalSource link.

Assessments

Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.

To successfully complete the course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Quiz 1: Exploring Business Markets and Business Marketing	3%
Quiz 2: Creating Value for Business Customers	3%
Assignment 1: Opportunity Identification and Marketing Strategies	9%
Quiz 3: Designing Brand, Product, and Product Development Strategies	3%
Quiz 4: Managing B2B Channels and Supply Chains	3%
Assignment 2: Brand, Product, and Channel Strategies	9%
Quiz 5: Designing Profitable Customer Relationships	3%
Quiz 6: Building Strong Pricing, Advertising, and Sales Strategies	3%
Assignment 3: Segmentation, Communication, and Pricing Strategies	9%
Quiz 7: Marketing Performance Measurement	3%
Assignment 4: Business Marketing Plan, Reflective Summary, and Discussion Participation	18%
Mandatory Final Exam	34%
Total	100%

Recommended requisite(s)

MKTG 2431

Exclusions

BBUS 4490
BBUS 4491
MKTG 4490

Enrol now - select a section to enrol in

MKTG 4491 - 71000

Start: Any Time

Online, self-paced

Available

Business-to-Business Marketing

Any Time (30 weeks duration)

Online, self-paced

Canadian in BC/YT non-credit	$837.62	Click here to get more information
Canadian outside BC/YT non-credit	$946.70	Click here to get more information
International Student non-credit	$1,661.15	Click here to get more information

3 credits

Open Learning faculty member information

An Open Learning faculty member is available to assist students. Students will receive the necessary contact information at the start of the course.