MKF5171 · B2B marketing in the digital era

Overview

B2B marketing plays a critical role in creating, communicating, and delivering value across organisations in increasingly complex, technology-enabled markets. As digital transformation reshapes how firms interact, compete, and build relationships, B2B marketing practices are evolving in response to new business models, data ecosystems, and customer expectations. This unit is designed to equip you with practical insights and analytical capabilities through real-world case studies and applied learning activities. You will explore core B2B marketing concepts alongside contemporary developments in digital platforms, buyer journey transformation, marketing technologies, and performance measurement. By the completion of the unit, you will be able to critically evaluate B2B marketing practices and assess how firms adapt to the challenges and opportunities of the digital environment across diverse industries.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. analyse how digital transformation has reshaped B2B markets and organisational marketing functions;
2. evaluate emerging digital business models, platforms, and technologies in the context of B2B value creation and performance;
3. apply B2B marketing technologies and strategies to address B2B customer acquisition, engagement, and retention challenges;
4. develop integrated B2B marketing plans that reflect contemporary digital practices, performance metrics, and ethical considerations.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.