Business-to-Business Marketing (MKT361)

This course seeks to provide students with a sound introduction to the distinct nature of business-to-business (B2B) marketing, as well as its relative importance compared to consumer-focused marketing. It focuses its attention on the unique characteristics, issues and challenges faced by marketers when the customer is an organisation in terms of market research, buying behaviour, and marketing mix management. Emphasis is also placed on e-business as it has become the success story of exception in the otherwise unachieved internet revolution.

• Introduction to Business Marketing
• Business Buying Process & Behaviour
• Business Market Analysis
• Business Market Segmentation
• Business Marketing Strategies
• E-Commerce in the Business Market
• Business Product Strategies & Decisions
• Business Pricing Strategies & Decisions
• Business Channels & Distribution Strategies & Decisions
• Business Sales Management & Personal Selling
• Business Marketing Communications
• Business Marketing Implementation & Control

• Compare and contrast business-to-business marketing and business-to-consumer marketing.
• Examine the formal procedures of a purchasing operation; discuss the buying centre and types of business buying situations.
• Describe the macro-environmental factors and organisational factors that influence business buying.
• Discuss the segmentation process in business markets and apply the appropriate marketing strategies to any given business.
• Analyse the market, and examine its structure, revenue and cost patterns as well as factors contributing to success
• Appraise the marketing mix of products and services for business markets including product management, pricing strategies, distribution and supply chain management, integrated marketing communciation