MKF5381

Business marketing

Lecturer to be advised

6 points · One 3-hour class per week · Caulfield · Prerequisites: MKF9110, MKX9160

Objectives On completion of this subject students should be able to recall and apply theoretical models of business buyer behaviour; be able to explain the theoretical and practical differences in buying behaviour exhibited by organisations and individual consumers; have acquired techniques to analyse and develop solutions to marketing problems encountered in the business marketing environment; have developed the ability to articulate clear and persuasive arguments concerning controversial current issues in the field of business marketing.

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. The 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: introduction to business marketing; organisation buying; business marketing information; strategy in business markets; the business marketing mix; implementation of business marketing programs.

Assessment Minor assignment (2000 words): 20% · Major assignment (4000 words): 40% · Examination (3 hours): 40%

Back to the 1999 Business and Economics Handbook