units

MKW2431

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedBerwick Second semester 2013 (Day)
Sunway Second semester 2013 (Day)
South Africa Second semester 2013 (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.

Outcomes

The learning goals associated with this unit are to:

  1. define and explain the dynamic nature of business marketing
  2. illustrate the organisational buying decision process and the role of buying centre in buying decisions
  3. develop competencies in business marketing strategy components
  4. demonstrate application of marketing theories and concepts in the management of business marketing functions
  5. critically evaluate the techniques that can be used to assess market opportunities.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites

Students must have passed MKG1120 or MKW1120 before undertaking this unit.

Prohibitions