IND4338

Industrial marketing

(ENG)

P J Gregory

6 points + 22 lecture hours and 22 laboratory/tutorial hours + Second semester + Caulfield

Synopsis: The marketing process. Buyer behaviour. Market research and market information. The market plan, situation analysis, Critical Success Factors, internal capabilities, marketing objectives. Marketing mix, product, distribution, promotion, pricing issues. Logistics and customer service. Procurement. Supply chains. Product innovation and product life cycle. Integration of marketing process into the overall productive system. Productivity improvements and reduction in cycle time of the business process.

Assessment: Examination (3 hours): 70% + Assignments: 30%