Singapore University of Social Sciences

B2B Marketing and Sales Management

B2B Marketing and Sales Management (MKT370)


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
  • 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
  • Discuss the segmentation process in business markets and apply the appropriate marketing to any given business
  • Appraise the forces that influence B2B sales and marketing environment
  • Design and manage an effective sales team
  • Evaluate sales team performance
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