Industrial Marketing Management

Course code MKTG3001
Available in 2015
2015 Course Timetables

Description

Business-to-Business Marketing also known as Industrial, Organisational or Business Marketing, represents over 50 percent of the world┬┐s 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.

Availability

Callaghan Campus

  • Semester 1 - 2015

Learning Outcomes

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.

Content

The 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.

Assumed Knowledge

MKTG2100 - Principles of Marketing

Assessment Items

Report: GROUP REPORT

Case Study / Problem Based Learning: Case Study

Tutorial / Laboratory Exercises: Tutorials and Individual submission of answers to chapter questions

Formal Examination: Formal exam

Contact Hours

Lecture

Face to Face On Campus 2 hour(s) per Week for Full Term

Tutorial

Face to Face On Campus 1 hour(s) per Week for 13 Weeks