Available in 2012
|Callaghan Campus||Semester 1|
Previously offered in 2013, 2011, 2010
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.
On 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.
This course provides coverage of the main theoretical and practical issues in business-to-business marketing. Main areas covered include the Business Environment, Organisational Buyer Behaviour, STP Analysis, the Marketing Mix, Strategy and Planning. The international and global contexts will also be discussed.
This course replaces MKTG3030 Business to Business Marketing.
This course is not available to students who have successfully completed MKTG3030.
MKTG2100 - Marketing Principles
Modes of Delivery
Tutorial: for 1 hour(s) per Week for 13 weeks
Lecture: for 2 hour(s) per Week for Full Term