Overview
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 deliver 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.
About this paper
| Paper title | Business to Business Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.15 |
| Points | 18 points |
| Teaching period | Semester 2 (On campus) |
| Domestic Tuition Fees ( NZD ) | $993.75 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Prerequisite
- 54 200-level points
- Schedule C
- Commerce
- Contact
- sergio.biggemann@otago.ac.nz
- More information link
View more information on the Department of Marketing's website.
- Teaching staff
- Teaching Arrangements
Every week students must attend two 50-minute lectures and one 50-minute tutorial when scheduled.
- Textbooks
Hutt, M. D., Speh, T. W., & Hoffman, K. D. (2024). Business marketing management: B2B (13th ed.): Cengage.
- Course outline
- 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.