Business to Business Marketing

Subject 325-671 (2008)

Note: This is an archived Handbook entry from 2008.Search for this in the current handbook

Credit Points: 12.500
Level: Graduate/Postgraduate
Dates & Locations:

This subject has the following teaching availabilities in 2008:

Semester 2, - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable


Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One 3-hour seminar per week (Semester 2).
Total Time Commitment: Not available
Prerequisites: 325-640 Marketing Management.
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

Coordinator

Dr Brent Coker
Subject Overview: The subject analyses the environment of business marketing and business markets. It assesses the characteristics of business marketing and examines the market opportunities for business-to-business marketing. Other topics include relationship strategies for business markets; e-Business strategies for business markets; purchasing and materials management; organizational buying behaviour; business marketing channels; the role of personal selling and sales management in business-to-business marketing; business marketing strategies for global markets; and the use of e-Business strategies in global markets. Also considered is the future of business-to-business marketing.
Assessment: A 2-hour end-of-semester examination (50%) and written assignments not exceeding 5000 words (50%).
Prescribed Texts: None
Breadth Options:

This subject is not available as a breadth subject.
Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills: On successful completion of this subject, students should be able to:
  • Make informative and strategic decisions in a business-to-business environment utilizing the concept of value.
  • Analyse cases that rely on value to make decisions on whether to introduce a new product or service to a business customer
  • Critically evaluate and integrate various business marketing theories and tactics
  • Competently assess business relationships using business-to-business models and concepts

On successful completion of this subject, students should have improved the following generic skills:

  • Compiling data to construct a value model to make strategic decisions
  • Comprehend and apply cases and readings that make heavy use of value in decision-making
  • Improved teamwork skills through group projects
  • Skills in effective and persuasive presentation and communication of a technical solution to non-technical audience.
Related Course(s): Master of Applied Commerce (International)
Master of Applied Commerce (International)
Master of Applied Commerce (Marketing)
Master of Applied Commerce (Marketing)

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