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MKT 107 - Business to Business Marketing C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
MKT 819 / Intro to Marketing (or equivalent)
Course Anti-requisite(s):
Instructor Name:
Brad Munro
Course Dates:
05/03/2021 - 08/01/2021

Required Course Materials:
Business Marketing Management: B2B. 12th edition etext. Hutt. Cengage.
Optional Course Materials:
Course Description:
Often termed industrial marketing, business to business (B2B) marketing is a key part of the marketing spectra in the workplace. More than half of business graduates will spend the better part of their professional careers in this domain. While the basic principles of the marketing discipline still apply to B2B marketing, there are significant differences compared with traditional consumer marketing (B2C).

On the one hand, business customers tend to be more sophisticated and often engage with much greater involvement in the purchase process. Additionally, the purchase unit in a business transaction is rarely a single person; instead it involves multiple levels of stakeholders, each with different motivations and buying criteria. Fewer customers tend to account for a larger part of the firm’s business. Costs of failure with even one customer often reflect immediately in the profit and loss statement, making it a very high stakes game. Some customers may sell to yet other customers. Therefore, to be effective in the B2B domain, marketing strategies often need to take into account not only the customer but also the customer’s customers.

This course will teach the students the basic institutional details and principles of business to business marketing. It will give the students tools and frameworks to think strategically in a fast changing industrial marketing landscape. The students will learn about best practices in Business Marketing as well as engage in practical learning experiences.
Learning Outcomes:
Upon completion of this course, students will:
  • Identify the key differences between B2B and B2C marketing
  • Understand the key challenges in business to business marketing
  • Use tools and techniques to estimate business market demands and forecasts
  • Use tools and techniques to measure the value of business customer segments
  • Develop frameworks to manage partnerships within the supply chain and distribution channels
  • Position and price B2B products and services
  • Apply marketing communications tactics and strategies in a B2B context
  • Appreciate how Internet technologies facilitate business to business marketing
  • Develop frameworks for structured problem solving when facing a Business Marketing problem
Course Evaluation
The final grade is calculated based on the following components:
Individual Assignment#1 20%
Team Assignment #2 25%
Individual Assignment #3 25%
Quiz 15%
Online Discussion 15%
Course Format:
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request.  

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
Academic Integrity
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:


Students with disabilities who require academic accommodation must contact Student Accessibility Services (SAS) at 905-525-9140 ext. 28652 or  to make arrangements with a Program Coordinator. For further information, consult McMaster University’s Academic Accommodation of Students with Disabilities policy.

Academic Accommodation for Religious, Indigenous or Spiritual Observances (RISO)

Students requiring academic accommodation based on religious, indigenous or spiritual observances should follow the procedures set out in the RISO policy. Students will need to contact their instructors as soon as possible to make alternative arrangements for classes, assignments, and other coursework. It is the student’s responsibility to contact McMaster Continuing Education to discuss accommodations related to examinations. (if applicable)

On-line Elements:

Conduct Expectations:

As a McMaster student, you have the right to experience, and the responsibility to demonstrate, respectful and dignified interactions within all of our living, learning and working communities. These expectations are described in the Code of Student Rights & Responsibilities (the “Code”). All students share the responsibility of maintaining a positive environment for the academic and personal growth of all McMaster community members, whether in-person or online.

It is essential that students be mindful of their interactions online, as the Code remains in effect in virtual learning environments. The Code applies to any interactions that adversely affect, disrupt, or interfere with reasonable participation in University activities. Student disruptions or behaviours that interfere with university functions on online platforms (e.g. use of Avenue 2 Learn, WebEx or Zoom for delivery), will be taken very seriously and will be investigated. Outcomes may include restriction or removal of the involved students’ access to these platforms.

Copyright and Recording:

Students are advised that lectures, demonstrations, performances, and any other course material provided by an instructor include copyright protected works. The Copyright Act and copyright law protect every original literary, dramatic, musical and artistic work, including lectures by University instructors.

The recording of lectures, tutorials, or other methods of instruction may occur during a course. Recording may be done by either the instructor for the purpose of authorized distribution, or by a student for the purpose of personal study. Students who wish to record sessions need to acquire permission from the instructor. Students should be aware that their voice and/or image may be recorded by others during the class. Please speak with the instructor if this is a concern for you.
In this course, we will be using a web-based service ( to reveal plagiarism.  Students will be expected to submit their work electronically to so that it can be checked for academic dishonesty.  Students who do not wish to submit their work to must still submit a copy to the assigned Assignment folder and add a note in the comment section that they do not wish to have the paper scanned by Turnitin.  Those files will not be selected for submission.  No penalty will be assigned to a student who does not submit work to  All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.).  To see the Policy, please go to
Course Changes:

The instructor reserves the right to modify elements of the course and will notify students accordingly.

Extreme Circumstances:

The University reserves the right to change the dates and deadlines for any or all courses in extreme circumstances (e.g., severe weather, labour disruptions, etc.). Changes will be communicated through regular McMaster communication channels, such as McMaster Daily News, A2L and/or McMaster email. 

Course Withdrawal Policy:

Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (

Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
Grading Scale:
Grade Equivalent
Grade Point
Equivalent Percentages
A+ 12 90-100
A 11 85-89
A- 10 80-84
B+ 9 77-79
B 8 73-76
B- 7 70-72
C+ 6 67-69
C 5 63-66
C- 4 60-62
D+ 3 57-59
D 2 53-56
D- 1 50-52
F 0 0-49
Course Schedule:
 Week  Topic
 Week 1 B2B Marketing Basics​ - Chapter 1

Course Objectives:
- Explore the differences between Business & Consumer marketing
- Review key marketing mix elements
- Examine the value chain
- Explore trends and changes in the business environment
 Week 2 Business to Business Environment - Chapter 2

Course Objectives:
- Explain the different types of commercial enterprises
- Discuss secondary stakeholders in the  business markets
- Review the product Life Cycle (PLC)
 Week 3 Organizational Buying and Buyer Behaviour - Chapter 3

Course Objectives:
- Review and apply buyer behaviour frameworks
- Learn the process of organizational buying
- Understand the different types of organizational buys
 Week 4 B2B Market Research & Competitive Analysis - Chapter 6

Course Objectives:
- Explain the concept of Market Intelligence
- Understand B2B Market Research & Competitive Analysis
​- Learn how to apply B2B research techniques

Assignment #1 Due
 Week 5 Segmenting, Targeting, and Positioning - Chapter 7

Course Objectives:
- Learn the process for competitively positioning B2B products
- Understand relationship between positioning and core competencies
- Learn how to describe business customer segments
- Examine how to select and target different customer segments
 Week 6 Online Quiz (based on first 5 weeks)

Course Objectives:
- Understand key B2B pricing terms, concepts and parameters
- Learn how price plays a role in the overall value perceptions of a product or service
- Understand the tactical versus strategic use of pricing as a marketing tool
 Week 7 B2B Business Strategy -Chapter 5

Course Objectives:
- Develop perspective on business strategy development
- Understand Marketing’s role in the B2B enterprise
- Understand B2B methods for creating competitive advantage
 Week 8 Developing the Product or Service Offering - Chapters 8 &10

Course Objectives:
- Examine the new product development process
- Explore the role of marketing in product development
- Understand some of the key success factors for developing successful products &

Assignment #2 Due
 Week 9 B2B Branding - Chapter 13

Course Objectives:
- Understand how branding builds competitive advantage
- Learn the relationship between branding and value
- Understand the role of branding in the decision-making process
 Week 10 B2B Marketing Communications - Chapter 15

Course Objectives:
- Learn the different marketing communication tactics that apply to business
- Understand the role of advertising in business strategy
- Learn how to leverage internet technologies in B2B marketing
 Week 11 Channel Relationships and Supply Chains - Chapter 14

Course Objectives:
- Understand different roles that ‘sellers’ can play
- Learn about the different kinds of distribution channel structures
- Understand key issues for efficient channel design
 Week 12 Innovation & Competitiveness - Chapter 9

Course Objectives:
- Understand B2B methods for creating competitive advantage
- Learn concepts behind product development strategies and tactics
 Week 13 Assignment #3 Due