BUS4019S - Industrial and International Marketing

Course Information

Broad Course Objective

The broad aim of the course is to provide students with an appreciation and understanding of the underlying principles of industrial marketing and international marketing.

Lecturer

Gert Human
Email: gert.human@uct.ac.za 
Tel: 021-6504331
Office: LC 3.10

Times and Venue

Mondays 7th & 8th HUM LT3
Wednesdays 5th HUM LT 3

Assessment

Each of the two modules will contribute 50% to the final mark for the course. The final mark will be calculated as follows:

Assignment 1 (B2B) 25% Individual
Assignment 2 (IM) 25% Group
Exam 50% Individual
Total 100%

The DP requirement is set at 50% for semester work.

Industrial Marketing (Business to Business Marketing)

30 July to 07 September

Why Business to Business Marketing?

Industrial markets is a significant part of the economy and many marketing graduates find themselves in firms whose customers are other businesses, governments and/or institutions such as universities and hospitals. As these are often fundamental to any economy, it is essential that Marketing graduates have a thorough understanding of Industrial Marketing to enhance competitiveness.

Reading

The prescribed text book is:

• Hutt, M.D. and Speh, M.D. (2007) Business Marketing Management. 9th Edition, Thomson Mason: South Western.

The second and third important tiers of reading are scholarly Journals and the better business magazines. These include: Industrial Marketing Management, Journal of Industrial Marketing Management, International Marketing Review, Journal of Marketing, International Journal of Research in Marketing, European Journal of Marketing, South African Journal of Business Management.

Examinable Topics will include

• The nature and scope of B2B Marketing. (H&S: 1)
• The Business Market & Buyer Behaviour (H&S: 2&3)
• Relationship management in B2B Markets (H&S: 4)
• Managing Products for B2B Markets (H&S: 11 & 12)
• B2B Distribution Strategy (H&S: 14)
• Pricing Strategy for B2B Markets (H&S: 15)
• Industrial Marketing Communications (H&S: 16)

International Marketing (Global Marketing)

17 September 30 October

Why International Marketing?

Globalisation affects business worldwide, and implies that companies will have to examine the way they do business and remain flexible enough to act rapidly and proactively to changing trends. In short: As globalisation occurs, understanding marketing across cultural, political, social, economic, technological and legal boundaries becomes increasingly important. This is the world of the international marketer that we will explore in this course.

Reading

The prescribed text book is:

• Burgess, S.M and Bothma, C.H. (2007) International Marketing. 1st Edition. Cape Town: Oxford University Press.

The second and third important tiers of reading are scholarly Journals and the better business magazines. These include: International Marketing Review, Journal of Marketing, International Journal of Research in Marketing, European Journal of Marketing, South African Journal of Business Management, Journal of World Business.

Examinable Topics will include

• The international trade environment and Barriers to International trade (Ch 4 & 6)
• The international Marketing environment (Ch 8 - 12)
• International Marketing Research (Ch 13)
• The international marketing mix (Ch 14-17)