Monash University Handbook 2010 Undergraduate - Unit

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%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW1120