Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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 goals associated with this unit are to:

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

Assessment

Within semester assessment: 50%
Examination (3 hours): 50%

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities

Prerequisites

Students must have passed MKW1120 or MKG1120 before undertaking this unit.

Prohibitions

MKW2431