Firms operating in business-to-business (B2B) markets must understand complex customer needs, navigate multi-actor networks, and develop offerings that create and capture value. Unlike consumer markets, B2B marketing and sales involve organisational buying processes, long-term relationships, and solutions that combine products and services.
Through a range of conceptual and practical learning activities, you will learn how to analyse B2B customers and buying behaviour, design customer-specific solutions, and develop and quantify value propositions that demonstrate economic, environmental, and social benefits for relevant stakeholders. The course explores key topics including customer relationships and business networks, servitisation and solution development, value-based selling, pricing strategies, and value creation through sustainable offerings.
The course focuses on contemporary B2B challenges and emphasises applied learning, equipping you with the skills and frameworks to translate customer insights into actionable strategies and to design, justify, and present solutions in complex, multi-stakeholder environments.
Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:
11. Corporate communications
13. Sales/business development
14. Sales enablement