units

MKW2431

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick Second semester 2010 (Day)
Gippsland Second semester 2010 (Day)
Gippsland Second semester 2010 (Off-campus)
Sunway Second semester 2010 (Day)
Singapore Second semester 2010 (Off-campus)
South Africa Second semester 2010 (Day)
Coordinator(s)Mr Manir Zaman

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.

Objectives

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 (3 hours): 50%

Chief examiner(s)

Stephen Saunders

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW1120