Entry requirements and weighting

Prerequisites: BB102
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 2, Major Marketing Stream

Brief description

This unit will cover the following topics:

  1. Organisational buying behaviour, and customer relationship management strategies for business markets
  2. Business marketing planning: strategic perspectives, and business marketing strategies for global markets
  3. Managing innovation and new industrial product development
  4. Managing services for business markets
  5. Business marketing communications: advertising and sales promotion, and managing the personal selling function
  6. Business marketing performance measurement

Unit Learning outcomes

At the completion of this unit students will be capable of:

  1. Appreciate the differences between business to business marketing and consumer based marketing
  2. Evaluate the characteristics of business to business markets, explaining market structure and demand, the nature of the buying unit and the decision process
  3. Develop strategies and tactics for business to business marketing
  4. Collaborate within a team environment and to communicate effectively in a range of contexts
  5. Apply a range of analytical skills through the interpretation of data and information to solve business to business issues
  6. Utilise marketing research in the decision making process