Unit of competency Outline
Date retreived
23/07/2026 5:41 AM AWST
23/07/2026 5:41 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Plan and implement business-to-business marketing
Plan and implement business-to-business marketing
Unit of competency
National Code
BSBMKG519A
BSBMKG519A
State Code
D4873
D4873
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
15/04/2011
Field of Education
080505 - Marketing
Original Release Date
15/04/2011
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to plan and implement business-to-business (B2B) marketing.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Identify and evaluate business-to-business marketing strategies
- 1.1. Identify business-to-business markets in an industry context
- 1.2. Research characteristics of business markets in an industry context
- 1.3. Identify and analyse factors influencing business buyers in an industry context
- 1.4. Analyse the business buying process and its implications in the industry context
- 1.5. Research and analyse a range of business-to-business marketing strategies appropriate for an organisation
- 1.6. Identify key personnel in the buying decision process in the organisation's business markets
2. Select business-to-business marketing strategies
- 2.1. Analyse trends for business markets and identify business-to-business marketing opportunities for the organisation
- 2.2. Identify and analyse the success of the organisation's previous business-to-business marketing strategies
- 2.3. Select most appropriate business-to-business marketing strategies and activities that fit with the organisation's strategic and marketing plans
3. Plan and develop business-to-business marketing activities
- 3.1. Record business-to-business marketing objectives and purpose
- 3.2. Calculate costs of business-to-business marketing activities with assistance of appropriate personnel
- 3.3. Select methods to report and measure effectiveness of business-to-business marketing activities
- 3.4. Assign responsibilities to team members for business-to-business marketing activities
- 3.5. Record the business-to-business marketing plan and present to relevant stakeholders
- 3.6. Assemble required resources to implement the business-to-business marketing plan
4. Implement and monitor business-to-business marketing plan
- 4.1. Schedule work on each business-to-business marketing campaign element, according to lead times required and marketing plan
- 4.2. Brief staff and suppliers on their budgets, time lines, roles and responsibilities, and legal and ethical requirements
- 4.3. Plan implementation of business-to-business marketing activities according to marketing plan
- 4.4. Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan
- 4.5. Analyse success indictors of business-to-business marketing plan and record performance according to organisational reporting requirements
RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Business-to-business markets may include:
government markets
industrial markets
institutional and not-for-profit markets
retail and wholesale markets
service markets.
Characteristics of business markets may include:
market structure and demand, such as:
close supplier-customer relationships
derived demand from the demand for consumer products and services
fewer buyers than in consumer markets
fluctuating demand
geographically concentrated buyers
inelastic demand
larger buyers than in consumer markets
nature of buying unit, such as:
professional purchasing and procurement officers
several buying influences, e.g. buying committees
types of decisions and the decision process, such as:
buying process more formalised
complex decisions
more direct purchasing
some leasing rather than buying.
Factors influencing business buyers may include:
environmental factors
organisational factors
interpersonal factors of people involved in the decision
individual factors of people involved in the decision
type of buying situation.
Business buying process may include:
general need description
information and supplier search
order-routine specification
post-purchase performance review
problem recognition
product specification
proposal solicitation
supplier selection.
Business-to-business marketing strategies may include:
cultivating long-term customers through such things as:
assigning highly trained sales people to key accounts
loyalty programs
personal selling
relationships management
development of long-term partnering arrangements
engaging in marketing efforts to encourage the sale of the business buyers' products
introducing innovative products and services that add value
monitoring the performance of sales channels and partnerships and focusing on most profitable channels
responding to requests for proposals (RFPs)
targeting brand messages to both buyers and influencers
using new technologies for e-business.
Key personnel in the buying decision process may include:
finance manager
people who will use the product or service
personnel with formal authority to select the suppliers and arrange terms of purchase
personnel with power to approve final suppliers
technical personnel.
Appropriate personnel may include:
accountant
finance manager.
Evaluation methods may include:
customer focus groups
lost customer research
post-transaction surveys
relationship surveys
review of customer complaints.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Business-to-business markets may include:
government markets
industrial markets
institutional and not-for-profit markets
retail and wholesale markets
service markets.
Characteristics of business markets may include:
market structure and demand, such as:
close supplier-customer relationships
derived demand from the demand for consumer products and services
fewer buyers than in consumer markets
fluctuating demand
geographically concentrated buyers
inelastic demand
larger buyers than in consumer markets
nature of buying unit, such as:
professional purchasing and procurement officers
several buying influences, e.g. buying committees
types of decisions and the decision process, such as:
buying process more formalised
complex decisions
more direct purchasing
some leasing rather than buying.
Factors influencing business buyers may include:
environmental factors
organisational factors
interpersonal factors of people involved in the decision
individual factors of people involved in the decision
type of buying situation.
Business buying process may include:
general need description
information and supplier search
order-routine specification
post-purchase performance review
problem recognition
product specification
proposal solicitation
supplier selection.
Business-to-business marketing strategies may include:
cultivating long-term customers through such things as:
assigning highly trained sales people to key accounts
loyalty programs
personal selling
relationships management
development of long-term partnering arrangements
engaging in marketing efforts to encourage the sale of the business buyers' products
introducing innovative products and services that add value
monitoring the performance of sales channels and partnerships and focusing on most profitable channels
responding to requests for proposals (RFPs)
targeting brand messages to both buyers and influencers
using new technologies for e-business.
Key personnel in the buying decision process may include:
finance manager
people who will use the product or service
personnel with formal authority to select the suppliers and arrange terms of purchase
personnel with power to approve final suppliers
technical personnel.
Appropriate personnel may include:
accountant
finance manager.
Evaluation methods may include:
customer focus groups
lost customer research
post-transaction surveys
relationship surveys
review of customer complaints.
EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development of a business-to-business marketing plan providing information on the:
objectives of the business-to-business marketing strategy
business-to-business marketing strategies and activities to be undertaken
budget
methods of measuring effectiveness
responsibilities
implementation of a business-to-business marketing plan.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
relevant organisational documentation.
Method of assessment
The following assessment methodsare appropriate for this unit:
analysis of responses to case studies and scenarios
review of a portfolio of evidence documenting research, planning and implementation of a business-to-business marketing strategy
oral or written questioning around aspects of business-to-business marketing
observation of presentation of reports to relevant personnel
assessment of reports.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development of a business-to-business marketing plan providing information on the:
objectives of the business-to-business marketing strategy
business-to-business marketing strategies and activities to be undertaken
budget
methods of measuring effectiveness
responsibilities
implementation of a business-to-business marketing plan.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
relevant organisational documentation.
Method of assessment
The following assessment methodsare appropriate for this unit:
analysis of responses to case studies and scenarios
review of a portfolio of evidence documenting research, planning and implementation of a business-to-business marketing strategy
oral or written questioning around aspects of business-to-business marketing
observation of presentation of reports to relevant personnel
assessment of reports.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUI13 | BSBMKG519 | Plan and implement business-to-business marketing | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D174 | BSB51207 | Diploma of Marketing | Qualification |