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Business-to-Business Marketing - MNM2604

Under Graduate Degree,Diploma Semester module NQF level: 6 Credits: 12
Module presented in English Module presented online
Pre-requisite: MNM1501 or MNM1502 or MNM1503 or MAR111Y or MNM1504 or MNM1505 or MNM1506 or MNM1507 or MNB1501 or MNB101D
Purpose: Focuses on the unique characteristics of business markets and of the marketing activities aimed at customer organisations operating in this market. Primary differences to consumer product marketing are the structure of the business market consisting of fewer customers and exhibiting different buying procedures, the segmentation exercise followed when choosing target markets consisting of only a few customer organisations, and the marketing mix which places more emphasis on relationship management. This module makes use of continuous assessment and does not have a formal, written examination.