MKTG 4491: Business-to-Business Marketing

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.

Learning outcomes

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 topics

  • Module 1: Exploring Business Markets and Business Marketing
  • Module 2: Creating Value for Business Customers
  • Module 3: Designing Brand, Product and Product Development Strategies
  • Module 4: Managing B2B Channels and Supply Chain
  • Module 5: Designing Profitable Customer Relationships
  • Module 6: Building Strong Pricing, Advertising, and Sales Strategies
  • Module 7: Marketing Performance Measurement

Required text and materials

Hutt, M.D., & Speh, T.W. Business Marketing Management: B2B, Loose-Leaf with Mindtap . 12th ed. Boston: Cengage, 2017.
Type: Textbook. ISBN: 1337496480

Additional requirements

Computer with Internet access is required.


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

To successfully complete the course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Quiz 1 3%
Quiz 2 3%
Assignment 1: Opportunity Identification and Marketing Strategies 9%
Quiz 3 3%
Quiz 4 3%
Assignment 2: Product and Channel Strategies 9%
Quiz 5 3%
Quiz 6 3%
Assignment 3: Communication and Pricing Strategies 9%
Quiz 7 3%
Assignment 4: Completed Business Marketing Plan and Reflective Summary 9%
Discussion Participation 9%
Final Exam* 34%
Total 100%


Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information at the start of the course.

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