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 Formerly called `Industrial marketing', this subject aims to provide an in-depth understanding of marketing principles, practice and breaking issues in industrial or business-to-business markets. The subject is taught using a variety of methods including lectures, seminars, case studies, class discussions, video, occasional guest speakers, assignments and other class exercises. Topics covered fall into six main areas: introduction to business marketing; organisation buying; business marketing information; strategy in business markets; the business marketing mix; implementation of business marketing programs.
Assessment Minor assignment (2000 words): 20% + Major assignment (4000 words): 40% + Examination (3 hours): 40%