Undergraduate - UnitMKW2431 - Business marketing

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia Second semester 2015 (Day) South Africa Second semester 2015 (Day)
Coordinator(s)	Associate Professor Brian Low

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.

Outcomes

The learning goals associated with 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

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Associate Professor Brian Low

Prerequisites

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

Prohibitions

MKG2431