325-301 Business-to-Business Marketing

325-211 Principles of Marketing.

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 related to value construction. Also value models will be quantitatively analysed using cases will be the focus of the subject.

• High level of development: oral communication; written communication; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; receptiveness to alternative ideas.

• Moderate level of development: collaborative learning; accessing data and other information from a range of sources.

• Some level of development: statistical reasoning; use of computer software.

A 2-hour examination (60%) and assignment(s) totalling not more than 4000 words (40%).