Outline

Overview

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

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG5001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Catherine Sutton-Brady, catherine.suttonbrady@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Presentation	Poster Session Designing a poster to showcase research report and answering questions from tutor and classmates	15%	Multiple weeks Due date: 21 May 2026 at 09:00 Closing date: 31 May 2025	N/A	AI allowed
Outcomes assessed:
Presentation	Network Presentation Presentation of preliminary network diagram to be included in final report.	10%	Week 05 Due date: 26 Mar 2026 at 09:00 Closing date: 27 Mar 2026	5 minutes with 5 minutes Q&A	AI allowed
Outcomes assessed:
Written test	In-Semester Test xx	30%	Week 08 Due date: 26 Apr 2026 at 12:10	1.5 hours	AI prohibited
Outcomes assessed:
Practical skill	B2B Simulation Online simulation	25%	Week 10 Due date: 07 May 2026 at 10:00 Closing date: 08 May 2026	2 hours	AI allowed
Outcomes assessed:
Case studies	Written report Report	20%	Week 13 Due date: 29 May 2026 at 23:59 Closing date: 12 Jun 2026	1500 words	AI allowed
Outcomes assessed:
= 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. One workshop in Week 7 will be devoted to a practice run and the graded run will take place in Week 10 in your designated workshop. (7 or 8/05/26). The graded run will be a closed book assessment no materials will be allowed apart from your laptop to complete the simulation.
In-Semester Test: The exam will consist of short answer questions based on all material covered up to that date. It will take place in Week 8 and will be run by The Business School Exams team. It is a closed book exam so no materials will be allowed.
Presentation: Each group will be required to their preliminary industry network diagram in their Week 5 workshop. They will be required to answer questions on its' content and will be provided with feedback for improvement.
Poster Sessions: Each group will present the main points of their report. To aid your presentation, you are expected to prepare a poster. All members of the group must participate in the poster session to receive a mark and marks may differ for individual students based on their ability to answer questions from your tutor and classmates. The poster sessions will take place in workshops in weeks 12 and 13.
Written report: Working in teams of up to 5 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. Due date is 29/05/26

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	Description
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.
Distinction	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.
Credit	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.
Pass	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.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

The Assessment Procedures 2011 provide that any written work submitted after 11:59pm on the due date will be penalised by 5% of the maximum awardable mark for each calendar day after the due date. If the assessment is submitted more than ten calendar days late, a mark of zero will be awarded.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

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.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Welcome and introduction to B2B.	Lecture (1 hr)
Week 01	Welcome and introduction to B2B.	Tutorial (2 hr)
Week 02	B2B buyer behaviour	Lecture (1 hr)
Week 02	B2B buyer behaviour	Tutorial (2 hr)
Week 03	Relationships and Interaction in Business Markets	Lecture (1 hr)
Week 03	Relationships and Interaction in Business Markets	Tutorial (2 hr)
Week 04	Networks in Business	Lecture (1 hr)
Week 04	Networks in Business	Tutorial (2 hr)
Week 05	Managing Customer Relationships	Lecture (1 hr)
Week 05	Managing Customer Relationships	Tutorial (2 hr)
Week 06	Introduction to Simulation	Lecture (1 hr)
Week 06	B2B Relationships (continued)	Tutorial (2 hr)
Week 07	Practice Simulation Run and debrief	Lecture (1 hr)
Week 07	Practice Simulation Run and debrief	Tutorial (2 hr)
Week 08	In-Semester Test	Lecture (1 hr)
Week 08	In-Semester Test	Tutorial (2 hr)
Week 09	Managing Marketing Strategy and Processes	Lecture (1 hr)
Week 09	Managing Marketing Strategy and Processes	Tutorial (2 hr)
Week 10	Graded Simulation Run	Lecture (1 hr)
Week 10	Graded Simulation Run	Tutorial (2 hr)
Week 11	B2B Branding	Lecture (1 hr)
Week 11	B2B Branding	Tutorial (2 hr)
Week 12	Poster Sessions	Lecture (1 hr)
Week 12	Poster Sessions	Tutorial (2 hr)
Week 13	Poster Sessions	Lecture (1 hr)
Week 13	Poster Sessions	Tutorial (2 hr)

Attendance and class requirements

Lectures will be live. While they are recorded there is no guarantee that the technology will always be reliable.

Students should ensure they attend and participate in all lectures and workshops to improve learning.

Group work is key and working with your group in workshops each week enhances your learning outcomes.

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

Textbook required: Brennan, R., Canning, L. & McGrath H. (2024). Business-to-Business Marketing (6th ed.). SAGE Publications, Ltd. (UK).

Additional readings for this unit can be accessed through the library eReserve, available on Canvas.

Learning outcomes

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.

Outcomes
Graduate qualities

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
Learning outcomes

Responding to student feedback

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

A textbook has been added to complement the already extensive reading list. Students will also present their network diagram early in semester for feedback to aid in improving it for final report. An in-semester test has been added to allow students to individually showcase their understanding of the material covered.

Additional information

Please ensure you have a fully charged laptop for the practice and graded simulation runs.

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG6020: B2B Marketing

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links