Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Ronald Innis
Contact via ronald.innis@mq.edu.au
By Arrangement by email
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
This unit defines and explains the nature of business marketing. It illustrates different types of business markets and how they differ from consumer markets. The demand for business products and services are considered. Different approaches to business marketing are discussed as typified in the relationships between buyers and sellers. The unit will consider: the purchasing function; organisational buyer behaviour; business marketing opportunities and strategy; developing a marketing mix in a business market; managing customer relationships; sales and sales management; as well as managing the marketing program and customer retention.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
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Case Study | 15% | Week 3, 5, 6 |
Assignment | 30% | Week 11-13 |
Quiz | 15% | Week 7 |
Final Examination | 40% | University Examination Period |
Due: Week 3, 5, 6
Weighting: 15%
Group presentation: 5%; Individual case analysis: 10%
Submission
In class
Extension & Penalties
No extensions will be granted. Late tasks will be accepted up to 72* hours after the submission deadline. There will be a deduction of 20%* of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. This penalty does not apply for cases in which an application for special consideration is made and approved.
What is required to complete the unit satisfactorily
Understanding of business marketing issues applied to the case.
Due: Week 11-13
Weighting: 30%
Submission
Interim report (due Week 4)
Presentation (due Week 11 or 12)
Final group tender proposal report (due Week 13)
Extension & Penalties
No extensions will be granted. Late tasks will be accepted up to 72* hours after the submission deadline. There will be a deduction of 20%* of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. This penalty does not apply for cases in which an application for special consideration is made and approved.
What is required to complete the unit satisfactorily
Refer to iLearn unit outline details and tutorial materials.
Due: Week 7
Weighting: 15%
Submission
In tutorial in Week 7.
Extension & Penalties
Students may only sit for the quiz once in your enrolled tutorial class. Failure to sit for this quiz will result in zero grade. Students will only be given special consideration for non-attendance under exceptional circumstances, supported by documentary proof (e.g., medical certificates).
What is required to complete the unit satisfactorily
Satisfactorily respond to the set short answer questions.
Due: University Examination Period
Weighting: 40%
Examination conditions
A 3-hour final closed book examination for this unit will be held during the University Examination period.
What is required to complete the unit satisfactorily
Successful completion of the unit is conditional on a satisfactory assessment in the final exam.
None
Prescribed Text
Michael D. Hutt and Thomas W. Speh, “Business Marketing Management: B2B, South-Western, Cengage Learning, 10th Edn, 2010 ISBN-13:9780324581676 ISBN-10:032458167X
Recommended supplementary text are:
Unit Web Page
The course consists of 13 lecturers of 2 hours each plus 1 hour tutorial. The teaching and learning process will comprise of lectures, case studies, group exercises, and discussions. Students are expected to participate in class discussion; read in advance the relevant chapter of the text book; follow current developments in the business sector.
Week |
Topic |
Readings/ Specific Tasks/ Tutorials |
1
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Introduction to Marketing Strategy
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Hutt & Speh Business Marketing Management: B2B Chapter 1 No tutorial |
2
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The Business Market: Perspectives on the Organizational Buyer |
Hutt & Speh Business Marketing Management: B2B Chapter 2 Form Groups (max 4) for Case Study and Tendering Group Project. |
3
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Organizational Buying Behaviour The Tendering Process – B2B White Papers |
Hutt & Speh Chapter 3 Case presentation Groups 1 and 2 |
4 |
Customer Relationship Management Strategies for Business Markets |
Hutt & Speh Chapter 4 Team Tender Interim Report Submission and discussion |
5
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Segmenting the Business Market and Estimating Segment Demand |
Hutt & Speh Chapter 5 Case presentation Groups 3 & 4 |
6
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1. Business Marketing Planning: Strategic Perspectives
2. Business Marketing Strategies for Global Markets
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Hutt & Speh Chapter 6 Hutt & Speh Chapter 7 Case presentation Groups 5 & 6 |
7
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Business Marketing Communications: Advertising and Sales Promotion |
Hutt & Speh Chapter 15 Short answer Quiz |
Semester Break | ||
8
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1. Managing Products for Business Markets 2. Pricing Strategy for Business Markets
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Hutt & Speh Chapter 8 Hutt & Speh Chapter 14 Review of short answer quiz |
9
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1. Managing Innovation and New Industrial Product Development 2. Managing Services for Business Markets
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Hutt & Speh Chapter 9 Hutt & Speh Chapter 10 Tendering discussion |
10
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1. Business Marketing Communications: Managing the Personal Selling Function 2. Managing Business Marketing Channels |
Hutt & Speh Chapter 16 Hutt & Speh Chapter 11 Tendering discussion |
11
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Supply Chain Management |
Hutt & Speh Chapter 13 Group Tender Proposal Presentation for Groups 1-3 |
12
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E-Commerce Strategies for Business Markets |
Hutt & Speh Chapter 12 Group Tender Proposal Presentation for Groups 4-6 |
13
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Marketing Performance Measurement and Course Review |
Hutt & Speh Chapter 17 Final Group Tender Proposal Report due Friday 11 November |
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://www.mq.edu.au/policy/docs/assessment/policy.html
Grade Appeal Policy http://www.mq.edu.au/policy/docs/gradeappeal/policy.html
Special Consideration Policy http://www.mq.edu.au/policy/docs/special_consideration/policy.html
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
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Grade descriptors and other information concerning grading are contained in the Macquarie University Grading Policy which is available at:
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http://www.mq.edu.au/policy/docs/special_consideration/policy.html
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