GSBS6270

Business to Business Marketing Management

10 Units

This course has been designed to give students a thorough understanding of the business marketing environment, relationship management in a business environment, assessing market opportunities in a business environment and formulating business marketing strategy. The course explores business to business marketing from a managerial and a strategic perspective with an emphasis on the case method. The latest developments in marketing strategy are incorporated in the course including customer relationship management and e-commerce.

Faculty Faculty of Business and Law
School Newcastle Business School
Availability

Not currently offered

Previously offered in 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004

Objectives

On successful completion of this course students will be able to:

  1. Develop a cohesive and actionable marketing plan for a business to business product / service organisation.
  2. Identify issues in the implementation of business to business marketing plans.
Content

Global and Domestic Perspectives *Nature of Industrial Marketing

Understanding Industrial Markets *Interaction or Relationship (Ford)

Intelligence and Research *Demand and Sales

STP Analysis *Market Strategies *The Industrial Product. Innovation. New Product Development

Marketing Mix: Product *Industrial Services Marketing

Managing Distribution. *Logistics

Price Determinants & Decision Analysis

Human Resource Issues

Competition *Strategic Control *International Perspective

Replacing Course(s)
Transition
Industrial Experience 0
Assumed Knowledge GSBS6010 - MARKETING CONCEPTS
Modes of Delivery Internal Mode
Teaching Methods Case Study
Problem Based Learning
Lecture
Student Projects
Tutorial
Assessment Items
  • Essays / Written Assignments - Case study
  • Examination: Formal -
  • Other: (please specify) - Quiz
Contact Hours
  • Lecture: for 3 hour(s) per Week for Full Term
Compulsory Components None listed
Course Materials None listed
Timetable 2015 Course Timetables for GSBS6270

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