MKTG 4491
Business-to-Business Marketing

3.0 Credits


Students examine the importance and impact of marketing products and services to other businesses and organizations in the economy, the unique nature of business customer's needs, and the different marketing strategies that can be employed to meet those needs. Topics include exploring business markets and business marketing; creating value for business customers; designing product and channel strategies; establishing strong communications; building strong sales and pricing; and managing programs and customers.

Delivery Method



MKTG 2431: Introduction to Marketing, or a similar introductory marketing course, is highly recommended.


After successfully completing this course, you will be able to:

  • Describe the applications, challenges and the dynamic environment of B2B marketing, including the unique nature of organizational buying behaviour.
  • Design strategies and structures to effectively serve the B2B market.
  • Apply a systematic approach to problem solving and decision making in business marketing organizations through the use of case studies.
  • Develop a business marketing plan for a real local company that mainly targets business customers.

Course Outline

Module 1: Exploring Business Markets and Business Marketing

  • Topic 1: Identifying the Uniqueness of Business Markets
  • Topic 2: Outlining the Basics of Business-to-Business Marketing
  • Topic 3: Describing the Purchasing Function
  • Topic 4: Explaining Organizational Buyer Behaviour

Module 2: Creating Value for Business Customers

  • Topic 1: Identifying Market Opportunities
  • Topic 2: Creating Marketing Strategies
  • Topic 3: Integrating Marketing in the Selling Organization

Module 3: Designing Product and Channel Strategies

  • Topic 1: Developing and Managing Products
  • Topic 2: Describing Marketing Channel Opportunities
  • Topic 3: Creating B2B Channel Strategies

Module 4: Establishing Strong Communications

  • Topic 1: Integrated Marketing Communications
  • Topic 2: Advertising, PR and Trade Shows
  • Topic 3: Designing a Direct Marketing Plan

Module 5: Building Strong Sales and Pricing

  • Topic 1: Review of Business-to-Business Sales Strategies
  • Topic 2: Business-to-Business Sales Organizations
  • Topic 3: Pricing Strategies

Module 6: Managing Programs and Customers

  • Topic 1: Evaluating Business-to-Business Marketing Efforts
  • Topic 2: The Importance of Customer Retention
  • Topic 3: Strategies and Measures of Customer Retention

Maximum Completion

30 weeks.

Required Text and Materials

Dwyer, R and J Tanner. Business Marketing. 4th ed. New York: McGraw-Hill Irwin, 2009.
Type: Textbook. ISBN: 978-0-07-352990-5

Note: Students enrolling in this course will receive a textbook reprinted by the publisher. The ISBN number will differ from the one noted above however all content is the same.

Additional Requirements

Computer with Internet access is required.

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Primary communication is through Blackboard's "Mail" tool or by phone. You will receive the necessary contact information when you start your course.


To successfully complete the course, you must achieve a passing grade of 50% or higher on the overall course and on the mandatory final exam. Your final grade for the course is determined on the following basis.

Quiz 1 3%
Quiz 2 3%
Assignment 1: Opportunity Identification and Marketing Strategies 12%
Quiz 3 3%
Assignment 2: Product and Channel Strategies 12%
Quiz 4 3%
Quiz 5 3%
Assignment 3: Communication and Pricing Strategies 12%
Quiz 6 3%
Assignment 4: Completed Business Marketing Plan and Reflective Summary 12%
Final Exam* 34%
Total 100%