Singapore University of Social Sciences

B2B Marketing and Sales Management

B2B Marketing and Sales Management (MKT370)

Applications Open: 01 May 2023

Applications Close: 15 June 2023

Next Available Intake: July 2023

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1378 View More Details on Fees

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed

School/Department: School of Business


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


  • Introduction to business to business marketing
  • Macro and organisational decision making for business buying
  • Strategic planning for global business markets
  • Segmentation, targeting and positioning of products and services in business markets
  • Pricing, channel design and supply chain management of business markets
  • Integrated marketing communication in business to business marketing
  • Analyse the role of personal selling
  • Assess the impact of business forces on the role of sales and marketing in a company
  • Preparing the salesperson (1) – Basic skills and preparations
  • Preparing the salesperson (2) – Different approaches to selling
  • Organising the sales team (1) – Putting the team together
  • Organising the sales team (2) – Structuring and evaluating the team

Learning Outcome

  • Compare and contrast business-to-business marketing and business-to-consumer marketing
  • Identify macro and organizational factors for in business buying decision making
  • Analyse the segmentation process in business markets and apply the appropriate marketing strategies to any given business
  • Appraise the marketing mix of products and services for business markets including product management, pricing strategies, distribution and supply chain management, integrated marketing communication.
  • Appraise the forces in the sales environment
  • Design and manage an effective sales team
  • Evaluate sales team performance
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