Industrial Marketing Management

University of Newcastle

Course Description

  • Course Name

    Industrial Marketing Management

  • Host University

    University of Newcastle

  • Location

    Newcastle, Australia

  • Area of Study

    Business, Business Management, International Business, International Management, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview


    Business-to-Business Marketing also known as Industrial, Organisational or Business Marketing, represents over 50 percent of the world¿s business activity. The distinctive nature of this sector necessitates specialized knowledge in its implementation and strategic choice over all the elements of the marketing mix. Business-to-Business marketing is becoming increasingly dynamic and complex in the face of growing globalization of business. Developing an understanding of business markets, the business marketing environment and the application of theory to business-to-business markets is the primary focus. Working with global cases you engage in inquiry processes characteristic of Industrial Marketing contexts and environments.

    Learning Outcomes

    1. Compare and contrast the differences and similarities with the consumer market;

    2. Recognise the challenges posed to participants in business-to-business markets, from a derived demand to networks of interactions and relationships;

    3. Comprehend and interpret the prevailing decision-making mechanisms and their significance for business marketing practice;

    4. Demonstrate an integrative understanding of various mechanisms for the elaboration of segmentation, targeting and positioning strategies in global business markets;

    5. Apply relevant marketing theory, inquiry and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats;

    6. Engage in independent and group processes inclusive of task directed leadership to explore issues, collect and analyse evidence, and make informed decisions.


    The topics in this course include the following:
    Theoretical and practical issues in business-to-business marketing;
    The Business Environment;
    Organisational Buyer Behaviour;
    STP Analysis;
    The Marketing Mix;
    Strategy and Planning;
    The international and global contexts

    Assessment Items

    Report: GROUP REPORT
    Case Study / Problem Based Learning: Case Study
    Tutorial / Laboratory Exercises: Tutorials and Individual submission of answers to chapter questions
    Formal Examination: Formal exam

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.