GSBS6270
Business to Business Marketing Management
10 Units
Not available in 2013
Previously offered in 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
This course has been designed to give students a thorough understanding of the business marketing environment, relationship management in a business environment, assessing market opportunities in a business environment and formulating business marketing strategy. The course explores business to business marketing from a managerial and a strategic perspective with an emphasis on the case method. The latest developments in marketing strategy are incorporated in the course including customer relationship management and e-commerce.
| Objectives | On successful completion of this course students will be able to: 1. Develop a cohesive and actionable marketing plan for a business to business product / service organisation. 2. Identify issues in the implementation of business to business marketing plans. |
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| Content | Global and Domestic Perspectives *Nature of Industrial Marketing Understanding Industrial Markets *Interaction or Relationship (Ford) Intelligence and Research *Demand and Sales STP Analysis *Market Strategies *The Industrial Product. Innovation. New Product Development Marketing Mix: Product *Industrial Services Marketing Managing Distribution. *Logistics Price Determinants & Decision Analysis Human Resource Issues Competition *Strategic Control *International Perspective |
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| Industrial Experience | 0 | ||||||
| Assumed Knowledge | GSBS6010 - MARKETING CONCEPTS | ||||||
| Modes of Delivery | Internal Mode | ||||||
| Teaching Methods | Case Study
Problem Based Learning Lecture Student Projects Tutorial |
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| Assessment Items |
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| Contact Hours | Lecture: for 3 hour(s) per Week for Full Term |