Industrial Marketing Management

Course code MKTG3001Units 10Level 3000Faculty of Business and LawNewcastle Business School

Business-to-Business Marketing also known as Industrial, Organisational or Business Marketing, represents over 50 percent of the worlds business activity. The distinctive nature of this sector necessitates specialized knowledge in its implementation and strategic choice over all the elements of the marketing mix. Business-to-Business marketing is becoming increasingly dynamic and complex in the face of growing globalization of business. Developing an understanding of business markets, the business marketing environment and the application of theory to business-to-business markets is the primary focus. Working with global cases you engage in inquiry processes characteristic of Industrial Marketing contexts and environments.

Available in 2015

Callaghan CampusSemester 1
Previously offered in 2014
ObjectivesOn successful completion of this course you will be able to:

1. Compare and contrast the differences and similarities with the consumer market;
2. Recognise the challenges posed to participants in business-to-business markets, from a derived demand to networks of interactions and relationships;
3. Comprehend and interpret the prevailing decision-making mechanisms and their significance for business marketing practice;
4. Demonstrate an integrative understanding of various mechanisms for the elaboration of segmentation, targeting and positioning strategies in global business markets;
5. Apply relevant marketing theory, inquiry and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats;
6. Engage in independent and group processes inclusive of task directed leadership to explore issues, collect and analyse evidence, and make informed decisions.
ContentThe topics in this course include the following:

1. Theoretical and practical issues in business-to-business marketing;
2. The Business Environment;
3. Organisational Buyer Behaviour;
4. STP Analysis;
5. The Marketing Mix;
6. Strategy and Planning;
7. The international and global contexts.
Replacing Course(s)This course replaces MKTG3030 Business to Business Marketing.
TransitionThis course is not available to students who have successfully completed MKTG3030.
Industrial Experience0
Assumed KnowledgeMKTG2100 - Principles of Marketing
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Essays / Written AssignmentsReport, Case study
Examination: Formal
Group/tutorial participation and contribution
Presentations - Tutorial
Contact HoursTutorial: for 1 hour(s) per Week for 13 weeks
Lecture: for 2 hour(s) per Week for Full Term
Timetables2015 Course Timetables for MKTG3001