BMT540 - Business to Business Marketing

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Last revision date May 25, 2020 1:49:49 AM
Last review date Aug 3, 2020 12:15:12 AM

Subject Title
Business to Business Marketing

Subject Description
An increasing number of sales and marketing professionals work in business-to-business (B2B) transactions.  B2B marketing differs from consumer marketing in that it is driven by buyer-seller relationships and involves complex decision-making and multiple decision makers. Students will learn the special aspects of B2B marketing approaches and decision-making while understanding how to apply the marketing principles that enable effective and efficient product and services marketing to other companies, government bodies and institutions.  B2B marketing is the most important part of a business and the driving force of any economy; it has and will continue to gain importance in the future.

Major topics to be covered include: business environment and market needs analysis; organizational buying behavior; business development planning and value creation; market segmentation; marketing strategies for industrial and institutional customers; channel relationships; and promotional and sales strategies. Case studies will be utilized to expose students to a wide range of topics allowing a practical illustration and application of the principles taught.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Differentiate the industry growth strategies of B2B marketing and consumer marketing.
  2. Identify the critical factors that support organizational success in the B2B market.
  3. Discuss the impact of organizational buying behaviour on the buyer-seller relationship as it relates to the achievement of customer satisfaction.
  4. Appraise B2B market segmentation, targeting, and positioning strategies for achieving industry competitive advantage.
  5. Evaluate the role of customer value creation, delivery, product success, and brand loyalty in a business strategy.
  6. Summarize the functions of marketing mix elements on B2B industry growth.
  7. Assess the impact of B2B selling strategies on creating a sustainable brand.
  8. Analyze competitive strategies in business industry marketing for generating effective marketing decision making and implementation.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.