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Business-to-Business Marketing - MARK6004
 The Red Centre promenade

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Considerable marketing effort is devoted to reaching and servicing business markets, either because of their own inherent value or as a route through to mass consumer markets. Business marketing management is the process of understanding, creating, and delivering value to targeted business-to-business markets and customers. Presented in this course are the specific elements of marketing knowledge and planning that relate to business, industrial and technology markets. These include assessing market opportunities and examining the business environment (to generate primary demand, selective demand and product range options), and managing the functional aspects of marketing in an organisational setting (integrated and independent market systems, e-marketplaces and e-procurement, sales forces and sales branches, channel structures, agents and wholesalers, dedicated EDI-systems). Participants gain an understanding of organisational buying behaviour and develop decision-making capabilities in the field of business-to-business marketing, including negotiation skills in a group decision-making process.
Exclusion: MARK5957

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.