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3820 (v.6) Marketing to Organisations 322
Area: | School of Marketing |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Tutorial: | 1 x 1.5 Hours Weekly |
Seminar: | 1 x 1.5 Hours Weekly |
Prerequisite(s): | 10850 (v.4) Marketing 100 or any previous version
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Syllabus: | A focus on the process of building relationships with organisational customers - business firms, governmental organisations, and institutions. Strategic role of the business marketeer, in winning and keeping business customers, will be examined through marketing analysis and planning of the necessary activities for development of close and long-term relationships with the business customer. |
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Unit Outcomes: | On successful completion of this unit students will have- Understanding of the process of organisational marketing. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
Unit References: | Ford, D. (1998). Managing Business Relationships. Wiley. Rexha, N. (1995). Contemporary Readings in Business Marketing Bentley, Curtin University of Technology. Anderson, J. C. and Narus, J.A. (1999). Business Market Management: Understanding, Creating and Delivering Value, Sydney, Prentice-Hall. Bringham, F.G., Rffield, J.R. and Raffield, B.R. II, (1995). Business Marketing Management. West Publishing Company. Dwyer, F.R. and Tanner, Jr.J.F. (1999). Business Marketing: Connecting Strategy, Relationships, and Learning. Sydney, McGraw-Hill. Rangan, V.K. (1995). Business Marketing Strategy: Cases, Concepts, and Applications. Sydney, McGraw Hill. Webster, F.E.Jr. (1995). Industrial Marketing Strategy. Wiley. Hutt, M.D. and Speh, T.W. (2001). Business Marketing Management. The Dryden Press. |
Unit Texts: | Hutt, M.D. and Speh, T.W. (2001). Business Marketing Management. The Dryden Press. |
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Unit Assessment Breakdown: | Class Participation 10%, Class Presentation 10%, Case Analysis and Presentation 20%, Mid-Semester Exam 30%, Final Examination 30%. This is done by grade/mark assessment. |
Field of Education: | 80500 Sales and Marketing (Narrow Grouping) | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Not Categorised | Result Type: | Grade/Mark |
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Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 2 | Y | | | | 2004 | Joondalup Campus | Semester 1 | Y | | | | 2004 | Joondalup Campus | Semester 2 | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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