Business marketing
Mr Rob Williams
6 points * One 3-hour class per week * First semester * Caulfield, In-house * Prerequisite: MKT6160
Synopsis Formerly called `Industrial marketing', this subject aims to provide an in-depth understanding of marketing principles, practice and breaking issues in industrial or business-to-business markets. This subject is taught using a variety of methods including lectures, seminars, case studies, class discussions, video, occasional guest speakers, assignments and other class exercises. Topics covered fall into six main areas: 1. introduction to business marketing; 2. organisation buying; 3. business marketing information; 4. strategy in business markets; 5. The business marketing mix; 6. implementation of business marketing programs.
Assessment Minor assignment (2000 words): 20% * Major assignment (4000 words): 40% * Final examination (3 hours): 40%