units

MKX5371

Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (On-campus split block of classes)
Coordinator(s)Dr Samir Gupta

Synopsis

This unit is designed for students operating in a business-to-business (as opposed to a business-to-consumer) marketing environment. The various approaches the business-to-business marketing are reviewed, including the business-to-business marketing mix, operating in networks, the use of relationships, managing multiple channels, and segmentation of business-to business customers. The focus of the course is on developing strategies for business-to-business markets. The unit features both lectures, and tutorials, where students are encouraged to examine the practical application of business-to-business marketing principles.

Objectives

The learning goals associated with this unit are to:

  • apply the concepts and theories of business-to-business marketing from a manager's perspective
  • explain the knowledge of the evolution of business-to-business marketing thought
  • analyse the basic techniques and tools of business-to-business marketing as applied to the current and likely future Australian and international business environment
  • formulate, implement and present business-to-business marketing strategies.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Samir Gupta

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550