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

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG7898C

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

School: 650T Vocational Business Education

Campus: City Campus

Program: C6166 - Advanced Diploma of International Business

Course Contact: Sam Menai

Course Contact Phone: +61 3 9925 8805

Course Contact Email: sam.menai@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 marketing plan

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

Course Schedule

Week

Topic

Learning Materials and Activities

Assessment Remarks

1
  • Welcome    
  • Identify and Evaluate Business to Business marketing strategies  
  • Identify B2B Markets in an industry context 

 

 

 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 
  • Teachers’ Resources

Class activities: 

  • What is B2B Marketing? 
  • B2B Marketing Examples 
  • Knowing your market

 

2
  • Identify and Evaluate Business to Business marketing strategies  
  • Research characteristics of business markets in an industry context 
  • Identify and analyse factors influencing business buyers in an industry context 

 

 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 
  • Teachers’ Resources

Class activities: 

  • B2B and B2C differences 
  • Characteristics of a market - Apple 
  • Buying experience

 

3
  • Identify and Evaluate Business to Business marketing strategies  
  • Analyse the business buying process and its implications in the industry context 
  • Identify key personnel in buying decision process in the organisation’s business markets 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 
  • Teachers’ Resources

Class activities: 

  • Producer or Reseller - pre class activity 
  • Buying Decision Process 
  • Assessment Tasks

 

4
  • Identify and Evaluate Business to Business marketing strategies  
  • Research and analyse a range of B2B marketing strategies appropriate for the organisation 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 
  • Teachers’ Resources

Class activities: 

  • Individual Buying Process 
  • Assessment Tasks   

 

5
  • Select business-to-business marketing strategies 
  • Analyse trends within business markets and identify B2B marketing opportunities for the organisation 

 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 

 Class activities: 

  • Trends and Opportunities 
  • Assessment Tasks

 

6
  • Select business-to-business marketing strategies 
  • Identify and analyse success of the organisation’s previous B2B marketing strategies 
  • Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents 
  • Teachers’ Resources – Emotions posters

Class individual activities:  

  • Marketing Idea 
  • Case Study Review - Fuji, Reading Eggs, Swatch, Toyota 
  • Objectives and Strategies 

 

7
  • Plan and develop business to business marketing activities 
  • Record B2B marketing objectives and purpose 
  • Calculate costs of B2B Marketing activities with assistance of personnel 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents

Class activities:  

  • Targeted Messages 
  • Types of Marketing Objectives 
  • Assessment Tasks

 

8
  • Plan and develop business to business marketing activities 
  • Select methods to report and measure effectiveness of B2B marketing activities 
  • Assign responsibilities to team members for B2B marketing activities 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents

Class activities:  

  • Appealing advertising campaign 
  • Marketing metrics video discussion 
  • Develop a marketing team structure 
  • Assessment Tasks

 

 

 

Break

 

9
  • Plan and develop business to business marketing activities 
  • Record B2B marketing plan and present to relevant stakeholders 
  • Assemble required resources to implement B2B marketing plan 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents

Class activities:  

  • Marketing Team Structure Discussion 
  • Resources Discussion 
  • Resource Allocation Case Study  
  • Assessment Task

 

10
  • Implement and monitor business to business marketing plan   
  • Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan 
  • Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements 
  • Plan implementation of B2B marketing activities according to marketing plan 

 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents

Class activities:  

  • Scheduling tool review 
  • Assessment Tasks 

 

 

 

 

 

 

 

 

 

 

 

11
  • Implement an e-business strategy – review and evaluate 
  • Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan 
  • Analyse success indicators of B2B marketing plan and record performance according to organisational reporting requirements 

 
  • Learner’s Materials  
  • Power Point 
  • Facilitator’s Workbook 
  • Assessment Task Documents

Class activities:  

  • Scheduling Tool Discussion - pre-class activity 
  • Assessment Tasks

 

 

 

 

12

REVISION & ASSESSMENT 

 

 

13

REVISION & ASSESSMENT 

 

 

14

ASSESSMENT 

 

 

15

ASSESSMENT 

 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

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 demonstrate competency in this unit by providing 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

Summary and Purpose of Assessment

There are a total of three (3) assessment tasks students need to complete for this unit.

All assessment tasks need to be completed satisfactorily to be deemed competent in this course/cluster .

Assessment Task 1: B2B marketing Plan

By completing this assessment, it will allow students to demonstrate their ability to develop a Business to Business Marketing Plan.

Students and their team members will work collaboratively to develop a marketing plan

This assessment requires students to use the case study provided as well conduct additional research.

After performing research, the student will need to identify, evaluate and select a range of marketing strategies 

The student will be required to research factual information and activities for the business markets they are creating a marketing plan for.

Assessment task 2 Portfolio

Based on the questions from Assessment 1 students are to provide the completed documents which will support the planning and implementation of the Business to Business Marketing Plan.

Assessment Task 3: Presentation

Completing this activity will allow you to demonstrate ability to implement and monitor business to business marketing plan to the colleagues.

Using the Business to Business Marketing Plan and Portfolio of documents you have developed from Assessment Task 1 and 2, you are required to present the plan to key stakeholders.

 


Assessment Matrix

The competency assessment map that maps all the assessment tasks is available on CANVAS unit mapping 

Course Overview: Access Course Overview