Business to Business Marketing Management
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.
|Content||Global and Domestic Perspectives
*Nature of Industrial Marketing
Understanding Industrial Markets
*Interaction or Relationship (Ford)
Intelligence and Research
*Demand and Sales
*The Industrial Product. Innovation. New Product Development
Marketing Mix: Product
*Industrial Services Marketing
Price Determinants & Decision Analysis
Human Resource Issues
|Assumed Knowledge||GSBS6010 - MARKETING CONCEPTS|
|Modes of Delivery||Internal Mode|
|Teaching Methods||Case Study
Problem Based Learning
|Contact Hours||Lecture: for 3 hour(s) per Week for Full Term|