Overview
First, you are to identify a company of your choice. This could be a company that you are working (or have worked) for, a company you have studied in class, or a case study company (this MUST be different from the case studies we will discuss in the week 5 and week 8 seminars). Second, you are to identify ONE of the aspects of market relations that this company has an issue or difficulty or challenge with (see list below). Third, you are to discuss how the theory explored in relation to this topic may be applied to this company and the environment in which it operates. The topics are:
1.Market Creation and/or Maintenance: the creation of a market for a new product or service, the significant efforts involved in building and maintaining network partnerships to help create and/or maintain market dynamics. This theme relates to the sessions: What is a Market?, How do markets work?, and Forming business networks.
2.Organisational Buying Behaviour and Sales: the way in which organisations need to consider the buying behaviour of their organisational customers, issues such as B2B segmentation and positioning, and the managing of communication, coordination and learning in business networks. This theme relates to the sessions: Organisational buying behaviour, B2B Marketing strategies, and Managing business networks.
3.Value Co-creation in Network Partnerships: issues relating to B2B branding and loyalty, innovation, and the use of new technology to foster and maintain relationships. This theme relates to the sessions: Branding and building loyalty, Innovation in business networks, and SMR in the digital world.