units

MKX5371

Faculty of Business and Economics

Postgraduate - 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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LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2013 (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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites