Course Code: MKT370

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: 5
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
  • 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
Full-time Programmes Part-time Programmes / CET Courses