MKX5371

Business to business marketing (6 points)

(BUS)

Leader: Mr Mike Beverland

Offered:
Caulfield Second semester 2003 (On-campus)
Caulfield Second semester 2004 (On-campus)

Synopsis: This unit is designed for students operating in a business-to-business (as opposed to a business-to-consumer) marketing environment. The various approaches the business-to-business marketing are reviewed, including the business-to-business marketing mix, operating in networks, the use of relationships, managing multiple channels, and segmentation of business-to business customers. The focus of the course is on developing strategies for business-to-business markets. The unit features both lectures, and tutorials, where students are encouraged to examine the practical application of business-to-business marketing principles.

Assessment: Essay: 30% + Tutorial presentation: 10% + Case analysis: 20% + Examination: 40%

Contact Hours: 3 contact hours per week

Prerequisites: MKX9160