年級:	4
學分:	3
時間:	45小時
先修單元:	BUS2001 Principles of Marketing or with the Instructor’s permission and upon endorsement of the relevant Head of Department and Programme Director

This module is designed to address marketing issues at a business-to-business (B2B) setting. It develops student’s capabilities in identifying and analysing factors that affect the buying decision-making process of firms and organisations in the business market. It equips students with necessary skills and techniques in formulating effective marketing strategies to satisfy the needs of organisational buyers and to promote a long-term yet rewarding relationship.

Upon completion of this module, students should be able to:

1. demonstrate a basic understanding of the business market such as its nature and characteristic;
2. identify and segment business markets;
3. evaluate the effectiveness of firm’s relationship with clients in business markets; and
4. formulate marketing strategies for business markets.