Credit Points: 15
Prerequisite: BB105 Marketing Principles
Workload: 36 contact hours
Campus: Melbourne, Sydney
This is a second-year Core Unit in the Bachelor of Business, major in Marketing and offered as an Elective Unit in the Bachelor of Business majors in Management and Accounting.
As with consumer markets, the company that best understands the behaviour of business buyers can obtain an advantage in the marketplace. In the business market, the customers are organisations (businesses, governments, and institutions) and these customers represent a huge market opportunity. This course provides a framework for understanding and analysing business to business marketing in all sectors of the business market - commercial enterprises, government, and institutions. It provides a framework for understanding business marketing strategy development, and knowledge in applying demand analysis and segmentation techniques in the business market. The purpose of this course is to facilitate the understanding of the nature, structure, and distinguishing characteristics of the industrial or business to business market, by identifying the distinctive characteristics of the business market, exploring the ways in which organisations make buying decisions, and determining the requirements for marketing strategy success.
At the completion of this unit students should be able to:
Learning Outcomes Assessed
|Contribution in class||a-e*||10%|
|Case study analysis (Individual)||a-c*||10%|
|Marketing plan on business to business markets (Group)||a-e*||20%|
|Final Exam (3 hours)||a-e*||50%|
*refer to learning outcomes above.
Hutt, M. & Speh, T. (2014), Business Marketing Management: B2B, (11th edition), South-Western Cengage Learning
Adopted Reference Style: APA
MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:
|Ability to communicate||Independent and Lifelong Learning||Ethics||Analytical and Problem Solving||Cultural and Global Awareness||Team work||Specialist knowledge of a field of study|
|The standard is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations|
|The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations|
|The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations|
|The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials|
|The standard is not considered, there is no theory or practice or activities associated with this standard|