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Unit of study_

MKTG6020: B2B Marketing

Business marketing is concerned with the marketing of products and services to other businesses and institutions. It involves selecting, developing and managing customer relationships in line with the skills, resources, strategy and objectives of both the supplier and customer companies. Traditionally, business marketing was approached using the '4P's' framework. This unit exposes students not only to the traditional view but contrasts that approach with the interactions, relationships and networks approach to business marketing. The unit aims to develop students into more complete marketers, capable of operating within the dynamic business marketing environment.

Code MKTG6020
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. apply 'business-to-business' marketing theoretical concepts to issues faced by business
  • LO2. evaluate the continually important role relationships play in business
  • LO3. explain the concepts of networks and relationships in business markets.