B2B Marketing (MKTG90048)
Graduate courseworkPoints: 12.5Online
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
Overview
| Availability | Semester 2 - Online |
|---|---|
| Fees | Look up fees |
Business markets account for approximately two-thirds of all economic activities and for the vast majority of jobs. Nevertheless, typical B2B firms remain largely unknown to the public, yet they are leaders in their respective areas. This subject aims to provide insight into the issues, and challenges of particular interest to firms operating in business markets. Skilled B2B marketing professionals tend to make more strategic decisions based on long term profits and stakeholder benefits. Thus, to operate successfully, skills in procurement, sales, negotiations, crafting value propositions (value-in-use) as well as aspects of contractual and relational governance need to be put into placed. Students will learn about business relationship dynamics, their development and decay, and their embeddedness to business networks.
Furthermore, it is the objective of this subject to link theory and practice through different cases. Cases help to develop an ability to effectively use and apply concepts in real-life organizations. As such, the aim is to provide an experience that also includes the use of industry executives.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Appreciate the importance of B2B Marketing in generating value
- Understand core theories on how B2B Marketing (and Markets) function
- Analyse B2B related problems and be capable of applying relevant models/theories to generate appropriate strategic and tactical solutions
- Apply concepts and principles of interfirm exchanges, including methods of purchasing in B2B marketing, and their impact on value creation
Generic skills
- Critical evaluation of evidence in support of an argument or proposition
- Problem solving in marketing through the application of appropriate theories, principles and data
- Communication of ideas, theories and solutions to peers and the wider community
- Ability to synthesize ideas, theories and data in developing solutions to problems
- Ethical practice through a knowledge of corporate governance processes and implementation
- Research skills including the retrieval of information from a variety of sources
- Demonstrate a capacity to successfully engage in collaborative activities such as group based work and activities
- Interpret and communicate research results to specialist and non-specialist audiences
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
In-class case study participation
| Throughout the teaching period | 10% |
Individual Assignment
| Week 4 | 10% |
Group assignment (groups of 4-5)
| Week 10 | 30% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, students are provided with 3-hours to accommodate the time that will be required for typesetting of mathematical expressions and/or the uploading of documents.
Last updated: 9 April 2024
Dates & times
- Semester 2 - Online
Principal coordinator Erik Mooi Mode of delivery Online Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 26 July 2021 to 24 October 2021 Last self-enrol date 6 August 2021 Census date 31 August 2021 Last date to withdraw without fail 24 September 2021 Assessment period ends 19 November 2021 Semester 2 contact information
A/Prof Erik Mooi erik.mooi@unimelb.edu.au
Last updated: 9 April 2024
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Course Master of Digital Marketing
Last updated: 9 April 2024