24707 Strategic Business Marketing
UTS: Business: MarketingCredit points: 6 cp
Subject level: Postgraduate
Result Type: Grade and marksRequisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
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 advanced knowledge and practical competencies to develop and implement an effective business marketing strategy.
Subject objectives/outcomes
On successful completion of this subject students should be able to:
- 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 advanced knowledge and practical competencies to develop and implement an effective business marketing strategy.
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops 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. |
Required text(s)
Anderson, James, Narus James and Narayandas, Das, Business Market Management, Pearson International, 2008 3rd edn
Recommended text(s)
Ford, David, The Business Marketing Course (Managing in Complex Networks), John Wiley & Sons, Ltd, 2002
Indicative references
Additional readings will be placed online or distributed in class a week prior to their being included in discussion. Announcements will also be put up on line indicating that associated readings have been assigned.
You may find it useful to purchase the 'Readings for Business Marketing' book of articles (edited by Louise Young) as an additional reference. This is available for purchase in the Co-op Bookshop.
