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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

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 2014 Course Timetables for GSBS6270

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