24205 Business Marketing Analysis and Strategy
UTS: Business: MarketingCredit points: 6 cp
Subject level: Undergraduate
Result Type: Grade and marksRequisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Handbook description
The marketing of industrial goods and services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places industrial goods and services issues within a broader general marketing management context and addresses the need for business marketers not only to understand buyer needs and behaviors but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective business marketing strategy.
Subject objectives/outcomes
On successful completion of this subject students should have:
- implement practical solutions to complex business marketing problems
- apply business marketing theories, frameworks and concepts to managerial decision contexts
- apply analytical perspectives and decision tools, which underlie creative business marketing decisions
- work more effectively in teams to develop interpersonal, leadership and communication skills
- present more effectively in an informal and formal manner the findings of the group work components.
Contribution to graduate profile
The marketing of industrial goods and services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places industrial goods and services issues within a broader general marketing management context and addresses the need for business marketers not only to understand buyer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective business marketing strategy.
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content
The subject will address the following topics:
- Value chain and gap analysis for marketers
- Value as the cornerstone of business marketing management
- Managing the business marketing processes
- Developing and implementing business marketing strategies
- Strategic working relationships and business networks
- Providing business marketing leadership.
Assessment
Assessment item 1: Mid-semester Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2 and 3. |
Assessment item 2: Project Report (Group)
| Objective(s): | 1-5 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2, 3, 4 and 5. |
Assessment item 3: Final Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 40% |
| Task: | This addresses objectives 1, 2 and 3. |
Recommended text(s)
Michael D. Hutt and Thomas W. Speh, Business Marketing Management: Business to Business, Thomson South-Western, 9th edn, 2007
David Ford et al, Managing Business Relationships, 2nd edn, Wiley, 2003
Bingham, Gomes, Knowles, Business Marketing, McGraw Hill, 3rd edn, 2005
David Ford et al, The Business Marketing Course, John Wiley, 2002
UTS Business Guide To Writing Assignments (available at www.business.uts.edu.au/resources/guide.pdf)
Readings book: a REQUIRED purchase for workshops and examination.
The readings book will be available for purchase as a study guide for Business Marketing from the Union bookshops.
The readings book is an integral part of the subject. The material contained in the readings is examinable in the final examination and should be used as appropriate in preparation for the project.
Every student is expected to purchase the reader booklet and take it to each workshop attended.
Copies of the readings book will be available in closed reserve but these copies are often defaced.
The readings book contains articles that consider parts of business marketing practice and theory; particularly e-business, logistics, negotiation, relationship marketing and network marketing, and add to the material covered in the workshops and the lectures.
