12470 (v.2) Marketing to Organisations 503

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

Theory of buying decision making in building relationships with organisational customers (business firms, governmental organisations and institutions). The strategic role of the business marketeer, in winning and keeping business customers, is examined through marketing analysis and planning of necessary activities for development of close and long-term relationships with business customers.

Unit Outcomes:

On successful completion of this unit students will have- Understood the main factors that contribute in winning and keeping organisational customers. Hands-on experience in research that will explore ways of developing close and long-lasting relationships with important customers. Facilitated their learning in integrating knowledge form various sources in the relational marketing plan, which guides systematic effort over a long period of time in relationship building with key customers. Assisted in exercising data analysis, using sophisticated statistical packages. Developed knowledge on how to use both qualitative and quantitative research in supporting long-term marketing decisions in business-to-business situations.

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, F. (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. Dutka, A. (1994). AMA Handbook for Customer Satisfaction. American Marketing Association and NTC Business Books. Dwyer, F.R, and Tanner, J.F. Jr. Business Marketing: Connecting Strategy, Relationships, and Learning. Sydney, McGraw-Hill. Corey, E.R. (1991). Industrial Marketing: Cases and Concepts. Sydney, Prentice Hall. Gross, A.C. Business Marketing. Houghton Mifflin Company. Jackson, B. (1985). Winning and Keeping Industrial Customers. Lexington Books. Leenders, M.R. Purchasing and Materials Management. Irwin. Mahin, P.W. Business-to-Business Marketing. Allyn and Bacon. Rangan, V.K. Business Marketing Strategy: Cases, Concepts, and Applications. Irwin. Reeder, R.R. Industrial Marketing: Analysis, Planning, and Control. Sydney, Prentice Hall. Webster, F.E.Jr. (1995). Industrial Marketing Strategy. Wiley.

Unit Texts:

Anton, J. Customer Relationship Management: Making Hard Decisions with Soft Numbers. Sydney, Prentice-Hall. Hutt, M.D. and Speh, T.W. (2000). Business Marketing Management. Dryden Press.

Unit Assessment Breakdown:

Case Analysis 20%, First Examination 30%, Class Participation 10%, Applied Project 40%. This is done by garde/mark assessment.

Field of Education:

80500 Sales and Marketing (Narrow Grouping)

HECS Band (if applicable):

Extent to which this unit or thesis utilises online information:

Informational

Result Type:

Grade/Mark

Availability

Availability Information has not been provided by the respective School or Area. Prospective students should contact the School or Area listed above for further information.

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