MKT562 Managing Business Relationships (8)


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 Location

Session 1
DistanceBathurst Campus
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.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503

Enrolment restrictions

Postgraduate students only

Learning Outcomes

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.


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 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.