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Unit of study_

MKTG6020: B2B Marketing

Semester 1, 2021 [Normal day] - Camperdown/Darlington, Sydney

Business marketing is concerned with the marketing of products and services to other businesses and institutions. It involves selecting, developing and managing customer relationships in line with the skills, resources, strategy and objectives of both the supplier and customer companies. Traditionally, business marketing was approached using the '4P's' framework. This unit exposes students not only to the traditional view but contrasts that approach with the interactions, relationships and networks approach to business marketing. The unit aims to develop students into more complete marketers, capable of operating within the dynamic business marketing environment.

Unit details and rules

Unit code MKTG6020
Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Catherine Sutton-Brady,
Lecturer(s) Catherine Sutton-Brady,
Type Description Weight Due Length
Presentation group assignment Presentation
Oral presentation
15% Multiple weeks
Due date: 27 May 2021 at 09:00

Closing date: 03 Jun 2021
15 minutes
Outcomes assessed: LO1 LO2 LO3
Online task B2B Simulation
Online simulation
25% Week 08
Due date: 29 Apr 2021 at 09:00

Closing date: 06 May 2021
2 hours
Outcomes assessed: LO1 LO3 LO2
Assignment Written reflection on simulation
Reflective essay
30% Week 10
Due date: 14 May 2021 at 23:00

Closing date: 21 May 2021
1500 words
Outcomes assessed: LO1 LO2 LO3
Assignment group assignment Written report
30% Week 13
Due date: 04 Jun 2021 at 23:00

Closing date: 12 Jun 2020
2000 words
Outcomes assessed: LO1 LO2 LO3
group assignment = group assignment ?

Assessment summary

  • B2B simulation: In an online simulation "managing segments and customers" you will make decisions regarding a company's marketing and operations strategy in a B2B context. There are four steps; preparation, analysis of reports, quarterly decision entering and review and adjustment. Two workshops will be devoted to a practice run and the graded run will take place in week 8 in your designated workshop. (29/04/21).
  • Written reflection on simulation: You will be required to reflect on the decisions you made during the simulation and the outcomes. You must provide a rationale for your decisions with reference to theory and explain what you would do differently next time. This is due in Week 10 (14/05/2021)
  • Presentation: Each group will present the main points of their report. To aid your presentation, you are expected to prepare a powerpoint presentation or poster. All members of the group must participate in the presentation to receive a mark and marks may differ for individual students based on their presentation. The presentation will take place in workshops in weeks 12 and 13.
  • Written report: Working in teams of 5/6 you will be required to undertake an investigation of relatiosnhips and networks in B2B markets. This assignment considers how a B2B company’s relationships and networks change overtime sometimes as a result of a critical incident in the industry.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range


High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website  provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.  

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Welcome and introduction to B2B. Seminar (3 hr)  
Week 02 B2B buyer behaviour Seminar (3 hr)  
Week 03 Introduction to the Simulation Seminar (3 hr)  
Week 04 Relationships and interaction in business markets Seminar (3 hr)  
Week 05 Practice Simulation Run in Workshops Seminar (3 hr)  
Week 06 Networks in Business Seminar (3 hr)  
Week 07 Practice Simulation Run and debrief Seminar (3 hr)  
Week 08 Graded Simulation Run Seminar (3 hr)  
Week 09 Managing Customer Relationships Seminar (3 hr)  
Week 10 B2B Branding Seminar (3 hr)  
Week 11 Innovation in B2B Markets Seminar (3 hr)  
Week 12 Presentations 1 Seminar (3 hr)  
Week 13 Presentations 2 Seminar (3 hr)  

Attendance and class requirements

Lecture recording: All lectures will be prerecorded  and available on Canvas for student use. 

Students should ensure they attend and participate in all workshops.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the Library eReserve, available on Canvas.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. apply 'business-to-business' marketing theoretical concepts to issues faced by business
  • LO2. evaluate the continually important role relationships play in business
  • LO3. explain the concepts of networks and relationships in business markets.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities

This section outlines changes made to this unit following staff and student reviews.

As per previous students suggestions for improvement, more time will be given to preparing and practising the simulation.


The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.