325-301 Business-to-Business Marketing

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325-301 Business-to-Business Marketing
Credit Points	12.5
HECS Band	2
Coordinator	Dr S Auh
Prerequisites	325-211 Principles of Marketing.
Semester	1 (view timetable)
Contact	Two 1-hour lectures and a 1-hour tutorial per week
Subject Description	The environment of business marketing and business markets is examined, including characteristics of business marketing, value creation, analysis of market opportunities for business-to-business marketing, business marketing channels, the role of personal selling and sales management in business-to-business marketing, evaluating marketing efforts and the future of business-to-business marketing. The role of relationship building through trust and commitment will be explored in a business-to-business marketing environment as opposed to a transactional approach. Key conceptual as well as strategic issues will be the focus of the subject.
Assessment	A 2-hour end-of-semester examination (60%) and assignment(s) totalling not more than 4000 words (40%).

Search : Index : Faculty of Economics and Commerce : Management
Prev 325-231 International Business Strategy
Next 325-302 Strategic Marketing

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