Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to recall and apply theoretical models of business buyer behaviour; be able to explain the theoretical and practical differences in buying behaviour exhibited by organisations and individual consumers; have acquired techniques to analyse and develop solutions to marketing problems encountered in the business marketing environment; have developed the ability to articulate clear and persuasive arguments concerning controversial current issues in the field of business marketing.
Synopsis An understanding of how marketing to businesses (and other organisations) differs from marketing to individual consumers. Working knowledge of the environment, marketing tools and techniques required to succeed in business markets; new developments in the business marketing arena.
Assessment Class presentation: 10% + Individual assignment (2000 words): 20% + Group assignment (3000 words): 30% + Examination (3 hours): 40%