24707 Strategic Business Marketing6cp
Requisite(s): ((24734c Marketing Management OR 24834 Marketing Decision Making)) OR (24710c Buyer Behaviour AND 24720c Applied Marketing Research)
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
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.
Autumn session, City campus
Detailed subject description.