MKW2431 - Business marketing

Leader: Mr Manir Zaman

Offered

Berwick Second semester 2007 (Day)
Gippsland Second semester 2007 (Day)
Gippsland Second semester 2007 (Off-campus)
Singapore Second semester 2007 (Off-campus)
South Africa Second semester 2007 (Day)

Synopsis

Topics include the nature and environment of business marketing, buying process in business marketing, marketing intelligence and business market targeting, networking and relationship, planning a business marketing mix strategy, ethical issues in business marketing.

Objectives

The learning objectives of this unit are to:

• define and explain the dynamic nature of business marketing;
• illustrate the organisational buying decision process and the role of buying centre in buying decisions;
• develop competencies in business marketing strategy components;
• demonstrate application of marketing theories and concepts in the management of business marketing functions;
• critically evaluate the techniques that can be used to assess market opportunities.

Assessment

On-campus - Assignment(s): 50%
Examination (3 hours): 50%
Distance - Assignment(s): 50%
Examination (3 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKW2402