University of Technology, Sydney

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24707 Strategic Business Marketing

6cp
Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Postgraduate

Description

The marketing of industrial goods and services in business-to-business contexts poses unique challenges. This subject provides an integrated managerial and strategic approach that places industrial goods and services issues within a broader general marketing management context and addresses the need for business marketers not only to understand buyer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace. It covers topics including value generation in business-to-business contexts, value gap analysis, building business networks, and developing, implementing and coordinating business-to-business marketing programs. Organised around a strategic marketing framework, this subject develops advanced knowledge and practical competencies to develop and implement an effective business marketing strategy.

Typical availability

Autumn session, City campus


Detailed subject description.

Fee information

Information to assist with determining the applicable fee type can be found at Understanding fees.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.