Business Marketing (MKTG6020)
UNIT OF STUDY
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.
Our courses that offer this unit of study
Further unit of study information
Block intensive - 6 days, 9am - 4:30pm
participation (20%), case study assignment (30%), and group assignment (50%)
Faculty/department permission required?
Unit of study rules
Prerequisites and assumed knowledge
Study this unit outside a degree
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