B2B Marketing and Sales Management

Singapore University of Social Sciences

B2B Marketing and Sales Management (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: 3
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