Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

MART328 Business to Business Marketing

Due to COVID-19 restrictions, a selection of on-campus papers will be made available via distance and online learning for eligible students.
Find out which papers are available and how to apply on our COVID-19 website

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
Paper code MART328
Subject Marketing
EFTS 0.15
Points 18 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $887.55
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
Schedule C
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
ISBN: 978-1-47397-343-5

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.

^ Top of page


Semester 2

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
A1 Monday 10:00-11:50 28-34, 36-41


Stream Days Times Weeks
Attend one stream from
A1 Wednesday 12:00-12:50 30-34, 36-40
A2 Thursday 11:00-11:50 30-34, 36-40