The creation and management of relationships between companies working in extended networks. A state-of-the-art view of business marketing theory and practice.
Business-to-business marketing studies the structure, development processes and management of inter-company business interaction. In interaction suppliers aim to understand customers' needs to create with them - and delivery to them - value. The goal of the paper is to provide students with a state-of-the-art view of business marketing theory and practice. This paper views interaction as relationship builders. At the end of the semester students will have developed the skills to understand the structure and development processes of business relationships and plan for its successful management. The paper covers the most relevant topics in the business marketing area from a network perspective.
|Paper title||Business to Business Marketing|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$863.25|
|International Tuition Fees (NZD)||$4,276.80|
- Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
- Schedule C
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Dr Sergio Biggemann
- Teaching Arrangements
- Every week students must attend one 110-minute lecture and one 50-minute tutorial.
Brennan, Ross; Canning, Louise; McDowell, Raymond (2017),
Business-to-business marketing, 4th Ed.
Sage Publication ltd
- Course outline
- View the course outline for MART 328
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Communication,
Critical thinking, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
- As opposed to consumer marketing, which is a relatively one-sided activity, business-to-business
marketing studies the processes of interaction between two or more interdependent
companies. In business markets a number of people with different problems, interests
and priorities participate. Buyers, unlike end consumers, are professionally-trained
people whose interest is to procure the highest cost-effective solution to their organisation
problems. Hence, they are typically heavily involved in the process of finding solutions
in close collaboration with suppliers.
The job of the business marketer is to manage relationships with either one or a portfolio of customers seeking permanently to create value. This paper embraces a dynamic view of inter-company relationships in which interaction creates and modifies the relationship.