Course Code: MKT370
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Synopsis

Unknown to many, B2B marketing and sales form the bedrock for business development and growth. Consequently, developing an understanding on how the two functions complement each other is a vital skill for business executives. MKT370 B2B Marketing and Sales Management aims to highlight the importance of B2B marketing in developing markets, and how managing a good salesforce not only enhances market share, but also protects key clients against their competition. Some of the topics and concepts covered in this course includes key/global account management skills, promotions and activities of B2B businesses, and fundamentals of salesforce management which includes subtopics such as recruitment, training, and sales career development.
Level: 3
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

  • Introduction to business to business marketing
  • Macro and organisational decision making for business buying
  • Segmentation, targeting and positioning of products and services in business markets
  • Pricing in business markets
  • Channel design and supply chain management of business markets
  • Integrated marketing communication in business-to-business marketing
  • Analyse the role of personal selling and its relationship with marketing
  • Assess the responsibility of sales and the preparation of the salesperson
  • Setting up the sales team (1) – Technology, recruitment, and selection
  • Setting up the sales team (2) – Motivating and training
  • Appraising the sales team (1) – Sales force structure and rewards
  • Appraising the sales team (2) – Budgeting, forecasting, and performance evaluation

Learning Outcome

  • Compare and contrast business-to-business marketing and business-to-consumer marketing
  • Examine the formal procedures of a purchasing operation; discuss the buying centre and types of business buying situations
  • Appraise the forces that influence business-to-business (B2B) sales and marketing environment, business market segments and apply appropriate marketing responses
  • Design and implement an effective sales plan, including managing sales team and their performance
  • Develop an effective B2B marketing mix programme, including product management, pricing, distribution and integrated marketing communication for B2B market segments
  • Design a comprehensive Sales Management Programme, including salesforce automation, CRM and implications of AI
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