This unit is designed for students operating in a business-to-business (as opposed to a business-to-consumer) marketing environment. The various approaches the business-to-business marketing are reviewed, including the business-to-business marketing mix, operating in networks, the use of relationships, managing multiple channels, and segmentation of business-to business customers. The focus of the course is on developing strategies for business-to-business markets. The unit features both lectures, and tutorials, where students are encouraged to examine the practical application of business-to-business marketing principles. -- Course Website
Instructor: Dr Samir Gupta
Prerequisites: MBA9006, MKX5461, MKX9160 or MKX9550
