Marketing Channels

This subject is not offered in 2014.

Approximately 2.5 hours of personal study per hour of class time is required to achieve a satisfactory level of performance

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For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

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.

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.

• 2 hour end-of semester exam (50%);
• 5000 word group assignment due in week 10 (40%); and
• 15 minute group case presentation followed by 10 minutes Q&A from the audience, allocated between week 3-11 (10%).

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This subject is not available as a breadth subject.

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.