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BBA - International Business

Business to Business Marketing

Programme Objectives

The programme has the following aims:

  1. To enable the study of organisations, their management and the changing external and international contexts in which they operate.

  2. Equip individuals for and/or development of a career in international business and associated specialized areas in business development, marketing, finance and tourism management at a professional or equivalent level to assume managerial positions in the arena of international business.

  3. Development of the ability to apply knowledge and understanding of international business and management to complex issues, both systematically and creatively, to improve business and management practice.

  4. Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.


On successful completion of the programme, participants will be able to:

  1. Demonstrate understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment.
  2. Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers in an increasingly complex and dynamic environment.
  3. Exhibit a coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the strategy, behaviour and management of organisations.
  4. Demonstrate command of a range of competencies relevant to cross-border management, including inter-cultural awareness and understanding.
  5. Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  6. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content


The primary aim of this module is to increase awarness and knowledge of students in the following areas:

  1. What is Business to Business Marketing?
  2. How is it different from consumers marketing?
  3. Why is it relevant and its application in marketing?

Learning is facilitated via a series of lectures and supplemented with discussions of topics taking place in regular tutorials/ discussion forums. The majority of classroom content is lectures that outline the theory and practice of business to business marketing management supplemented with relevant case studies.

Learning Outcomes

On completion of this module, students will be able to:

  • Analyse and distinguish the nature, scope and differential properties of business to business marketing with business to consumer marketing.
  • Apply appropriate tools and techniques to assess market potential, conduct sales forecasting and evaluate the market segmentation.
  • Critically examine the context in which business to business marketing decisions are formulated and implemented.


  1. Section 1 :
    • Characteristics of business markets.
    • Differences between business and consumer marketing management.
    • Differences in the business marketing mix.
    • Nature of business market demand.
  2. Section 2 :
    • Components of an effective marketing intelligence system.
    • Demonstrate familiarity with accessing and using secondary sources.
    • Differentiate between market potential, sales potential and market demand.
    • Estimating market demand.
  3. Section 3 :
    • Calculate market potential and conduct sales forecasting.
    • Role of market potential determination in planning.
    • Market segmentation.
    • Evaluation the basis for market segementation.
    • Role of segmentation in developing marketing strategy particularly creating effective product positions.


  • Course Materials provided by IPE.
  • F. Robert Dwyer & John F. Tanner, Business Marketing, 3rd Edition, 2009, McGraw Hill
  • Robert Vitales & Waldmer Pfoertsch, Business to Business Marketing, International Edition, 2010, Pearson Education
  • Online resources on OCTAL Portal
  • Online databases from IPE’s E Library