3820 (v.6) Marketing to Organisations 322

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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
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.
Unit Outcomes:	On successful completion of this unit students will have- Understanding of the process of organisational marketing.
Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.
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.
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.
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