Business to Business Marketing
University of Otago
Dunedin, New Zealand
Area of Study
Taught In English
Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
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.
Every week students must attend one 110-minute lecture and one 50-minute tutorial.
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.
Hutt, Michael D., and Speh, Thomas W. (2014),Business Marketing Management B2B. Cengage Learning ISBN: 978-1-4080-9371-9
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.