MKF5371 - Business to business marketing - 2019

Marketing of business goods and services poses some unique challenges for business-to-business marketing practitioners. This unit provides an integrated marketing and strategic management approach into understanding and applying business-to-business marketing theory. In so doing, the unit places business goods and services issues within a broader marketing context. The unit addresses the need for business-to-business marketers to not only understand buyer-seller relationships and behaviours but also how to use these insights to develop business marketing strategies in dynamic markets.

The learning goals associated with this unit are to:

1. understand the core concepts and theories of business-to-business marketing
2. use business-to-business literature to critique current business practice
3. use the understanding of buyer-seller relationships and behaviour to develop marketing strategies for dynamic business markets
4. research and apply business-to-business marketing theories to practice.

Within semester assessment: 60% + Examination: 40%

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.

See also Unit timetable information