Business-to-business marketing
Lecturer to be advised
6 points
* One 3-hour session per week
* Summer, second semester
* Clayton
* Prerequisite: MBA5310
Objectives At the completion of this subject students will have an in-depth understanding of the theoretical and practical differences between marketing to organisations and marketing to individuals. They will also be equipped with a working knowledge of the environment, current issues, marketing tools and techniques required to succeed in business markets.
Synopsis This subject is designed for those students who require a greater understanding of business-to-business marketing. It will cover the special demands of business-to-business marketing in such areas as segmentation, product development, promotion, pricing and distribution. A key emphasis in the subject will be the analysis of the buyer-seller interaction process and framework, which conditions much of business-to-business marketing activity. Another is the personal selling and sales management component of business-to-business marketing.
Assessment Syndicate assignment (5000 words): 50%
* Individual
assignment (5000 words): 50%
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