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Unit of Study

Business Marketing
UoS Code MKTG6020
Credit points 6
Offered Intensive April
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures Intensive mode
Assessment B2B simulation (25%), written reflection on simulation (30%), presentation (15%), written report (30%)
Description Business marketing is concerned with the marketing of products and services to other businesses and institutions. It involves selecting, developing and managing customer relationships in line with the skills, resources, strategy and objectives of both the supplier and customer companies. Traditionally, business marketing was approached using the \\\'4P\\\'s\\\' framework. This unit exposes students not only to the traditional view but contrasts that approach with the interactions, relationships and networks approach to business marketing. The unit aims to develop students into more complete marketers, capable of operating within the dynamic business marketing environment.