Course Title: Plan and implement business-to-business marketing
Part B: Course Detail
Teaching Period: Term2 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: |
|
|
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 marketing |
|
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 online classes (during COVID19 restrictions) and class 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 and online classes.
Teaching Schedule
Week |
Week Beginning |
Weekly Task |
Assessment Details & Timings |
1 |
6th July 2020 |
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 |
13th July 2020 |
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 |
20th July 2020 |
Customer analysis
Industries, Businesses (demographics)
People (psychographics, needs, culture)
The path to purchase, decision process.
Workshop Assessment One |
|
4 |
27th July 2020 |
Product Strategies
Workshop Assessment One |
|
5 |
3rd Aug 2020 |
Place strategies
Price strategies
Workshop Assessment One |
Assessment One due |
6 |
10th Aug 2020 |
Promotion strategies.
Communication strategies |
Brief Assessment Two |
7 |
17th Aug 2020 |
SWOT, done properly
Opportunities, Priorities, and Objectives. |
|
8 |
24th Aug 2020 |
Implementation strategies
Stakeholders
Timetables
Financials |
|
Mid Semester Break 31st Aug – 4th Sept |
|
||
9 |
7th Sept 2020 |
Monitoring
KPI’s
Customer feedback |
|
10 |
14th Sept 2020 |
Networking – old
Networking – new (Linked In) |
Assessment Two due. |
11 |
21st Sept 2020 |
Relationships
Personal
Account management |
Brief Assessment Three |
12 |
28th Sept 2020 |
Loyalty
CRM |
|
13 |
5th Oct 2020 |
Communication styles
Body language
Cultural differences. |
|
14 |
12th Oct 2020 |
Workshop Assessment Three |
|
15 |
19th Oct 2020 |
Interactive activities focusing on B2B networking and review of learning to date |
Assessment Three due |
16 |
26th Oct 2020 |
Feedback & resubmissions |
|
17 |
2nd Nov 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:
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