Firms that operate in the business to business marketplace are increasingly recognizing the importance of marketing’s role and contribution as a critical aspect of their operation, to help them achieve their goals. The business marketing world differs in many ways from the consumer world, and company competitiveness and reputation in the business to business marketplace are usually a direct result of their marketing competence. This course provides the knowledge and understanding of key business to business (B2B) marketing principles and processes, and the methodology of applying the marketing drivers.
- Understanding the business to business market, and distinguishing it from the consumer market
- The business to business market – understanding it, looking at different industries and their distinguishing characteristics, and measuring its size and potential
- Competitive landscape, market position of competitors, creating a viable market position and niche for the firm
- Segmenting a business to business market, and targeting and positioning for success
- Effective product and service marketing
- Establishing and managing business relationships; managing those relationships
- Business marketing strategy and planning
- Promotion and marketing communications
- Personal selling and relationship building; the importance of personal selling in the promotional mix
- Marketing as a key part of company vision and goals
Methods of Instruction
Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers from the business marketing field will complement the class sessions where possible.
Means of Assessment
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
This course focuses on developing in students a thorough understanding of what business marketing is, and introducing them to current best practices, along with the key tools, techniques and considerations that are used. At the end of the course, the successful student should be able to:
- understand and apply the basic concepts and principles of B2B marketing
- perform segmentation of B2B marketplaces, and select optimal target markets
- develop tools to understand business, industrial and not-for-profit markets and their customers
- establish a client relationship management system, and manage it effectively
- explain the management of business products, services and distribution channels
- develop the elements of the business marketing mix
- identify current trends and developments in B2B marketing
- explain methods for creating marketing teams and ensuring their effectiveness
- develop B2B marketing plans and strategies to improve marketing effectiveness, organization image, customer loyalty, and success.
Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.
Below shows how this course and its credits transfer within the BC transfer system.
A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.
For more information on transfer visit the BC Transfer Guide and BCCAT websites.
If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.