Both descriptive and practically-based in nature, this course provides you with the opportunity to investigate and analyse key strategies and activities in business markets.

Your focus will be to look at how value is created internally and through networks, in order to compete effectively in the marketplace. You?ll also develop your understanding of the nature of value exchanges and business relationships between suppliers, distributors, customers and other stakeholders.

Course coordinator

Mr Peter Walters - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Apply business marketing theories and models to analyse the behaviours and needs of organisational customers;
  • Critically analyse and evaluate business relationships, networks and business marketing strategy to develop business marketing solutions;
  • Use a network approach to identify, develop and present marketing opportunities and solutions;
  • Critically evaluate and discuss the links between core competencies, value creation and value delivery to create integrated business marketing outcomes; and
  • Write about, discuss and present on business marketing phenomena and network marketing within the conventions of academic standards at a Master's degree level.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally, draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.