University of Melbourne
Business markets account for approximately two-thirds of all economic activities and for the vast majority of jobs. Nevertheless, typical B2B firms remain largely unknown to the public, yet they are leaders in their respective areas. This subject aims to provide insight into the issues, and challenges of particular interest to firms operating in business markets. Skilled B2B marketing professionals tend to make more strategic decisions based on long term profits and stakeholder benefits. Thus, to operate successfully, skills in procurement, sales, negotiations, crafting value propositions (value-in-use) as well as aspects of contractual and relational governance need to be put into placed. Students will learn about business relationship dynamics, their development and decay, and their embeddedness to business networks.
📌 课程信息来源于 Melbourne University Handbook,选课建议为 AI 生成仅供参考。请以官方 Handbook 为准。
数据更新时间:2026 年 2 月 | WhiteMirror 不对信息准确性承担责任