School Of BusinessBusiness to Business MarketingWestern Sydney University Unit Code: 200091.3
Discipline: MARKETING
Student Contribution Band: 3
Level: 3
Credit Points: 10
Assumed Knowledge
Basic knowledge of marketing concepts, theories and frameworks
Equivalent Units
MK318A - Business-to- Business Marketing, 61723 - Business-to-Business Marketing
Prerequisite
200083 Marketing Principles
About this Unit
Unlike consumer marketing where an individual makes decisions based on their own needs or those of their household, business-to-business (B2B) marketing involves individuals or companies promoting and selling products and/or services to other companies. This unit encompasses all these aspects of B2B marketing including organisational buying behaviour, B2B market research, management of the marketing mix from a B2B perspective, relationship and network marketing, supply chain management and Customer Relationship Management (CRM) strategies, and business marketing strategy.