Business to Business Marketing Management

Course code GSBS6270Units 10Level 6000Faculty of Business and LawNewcastle Business School

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.

Not available in 2014

Previously offered in 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
ObjectivesOn 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.
ContentGlobal 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.

Price Determinants & Decision Analysis

Human Resource Issues

*Strategic Control
*International Perspective
Industrial Experience0
Assumed KnowledgeGSBS6010 - MARKETING CONCEPTS
Modes of DeliveryInternal Mode
Teaching MethodsCase Study
Problem Based Learning
Student Projects
Assessment Items
Essays / Written AssignmentsCase study
Examination: Formal
Other: (please specify)Quiz
Contact HoursLecture: for 3 hour(s) per Week for Full Term