MRK525 - Business to Business Marketing

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Last revision date 2016-02-01 00:02:40.051
Last review date 2016-04-11 00:15:01.649

Subject Title
Business to Business Marketing

Subject Description
This subject introduces the student to the complexities of marketing to corporations, governments, and institutions as opposed to marketing to the end consumer. Since many students will find first jobs in the business-to-business marketplace, this subject provides a key counterpoint to earlier courses that have largely dealt with consumer marketing.This subject is an optional professional subject offered to third year students in the Business Administration program. Eight case studies and a major project will be used to help the students identify key issues and select the best strategy from competing alternatives.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Identify the characteristics of Business to Business (B2B) markets to show their understanding of how the market is different than Business to Consumer (B2C).
  2. Write a business case in order to analyze a business problem and make supported conclusions and recommendations.
  3. Design a B2B Marketing plan in order to identify market opportunities and provide a supported solution.
  4. Apply business presentation skills to show an understanding of B2B Marketing Plans and processes.
  5. Determine how technology has affected the channels of distribution in B2B markets and what organizations are doing to react to these changes.
  6. Examine how organizations buy and how marketers must adapt their strategies to address different buying situations.
  7. Explain the processes used by marketers to manage existing products and develop new products.
  8. Outline the role of personal selling in B2B markets and why it is so important to the marketing function in B2B.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.