MKT562 Managing Business Relationships (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
Managing Business Relationships provides students with an understanding of the nature, structure and distinguishing characteristics of business-to-business markets in comparison to consumer markets. This subject presents a framework for understanding business-to-business buying behaviour and for developing relational marketing strategies that create and deliver value to targeted business-to-business markets and customers.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT562
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503
Enrolment restrictions:
Postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network; and
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Syllabus:
The subject will cover the following topics:
- Understanding business marketing and purchasing
- Business markets and networks
- Nature and form of business relationships
- Managing relations with customers
- Managing relations with suppliers
- Managing relations with channel partners
- Creating business offerings
- Delivering business offerings
- Pricing of business offerings
- Technology and business relations
- Business negotiations and strategy development
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.