Course

Business to Business Marketing & Key Acct Mgt - MARK6109

Faculty: UNSW Business School

School: School of Marketing

Course Outline: MARK6109 Course outline

Campus: Sydney

Career: Postgraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Enrolment in programs 7414 or 8423 or 8404 or 8417

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

Description

Many managers and professionals will spend much of their career trying to influence the buying behaviours of key business customers rather than directly impacting the purchasing behaviours of end consumers. Many firms distribute and market via intermediaries like agents, brokers and retailers. This course addresses 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 and managing the functional aspects of marketing in an organisational setting. The course is also focuses on the latest developments and practices in sales and key account management (KAM). The primary focus is on the business-to-business (B2B) environment, with some references to the development of selling within the context of marketing strategies. The course will address the role of personal selling in the B2B environment – it will look at how organisations secure and maintain business through a strategic application of selling and account management strategies.

Exclusions: MARK5957, MARK6004, MARK6123


B2B Marketing and Key Account Management

Study Levels

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