4826 (v.4) Marketing to Organisations 422

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Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
Seminar:	1 x 3 Hours Weekly
Other Requisite(s):	Admission: to Commerce Honours Program
Syllabus:	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 - marketing analysis and planning of activities for development of close and long-term relationships with the business customer. Repeat transactions, buyer-seller relationships, strategic partnerships with established clients.
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.
Unit Texts:	Hutt, M.D. and Speh, T.W. (2001). Business Marketing Management. Dryden Press.
Unit Assessment Breakdown:	Class Participation 10%, Class Presentation 10%, Case Analysis and Presentation 20%, Mid-Semester Examination 30%, Final Examination 30%. This is done by grade/mark assessment.