MKX5371

Business to business marketing ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Dr Samir Gupta

Offered:
Caulfield Second semester 2006 (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: Assignment(s): 60% + Examination (2 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week.

Prerequisites: Students enrolled in course code 3802 (M.Mktg Stream B) have no prerequisites. All other students must pass MKX9160