1997 Swinburne Higher Education Handbook

eflect staff expertise within the department and could include
market behaviour, marketing strategy and planning,
communication, marketing research and business policy.
Research projects will be supervised within a group seminar
setting and students will be required to participate in class
presentations as they progress in their research program.
Students will be expected to submit their research project in the
form of a written dissertation of approximately 15 000 words in
length.
Students intending to complete their degree with honours
must apply for entry into the honours year by the end of
their three year degree.
Note: entry into the honours year is competitive and the
number of places is subject to a quota.
BM401 Marketing Management
li hoursper week Hawthorn Prerequisite: nil
Assessment: To be advised.
0 b jectives
This subject covers the same body of knowledge and the
same approach as the subject BM501 Marketing
Management 1 in the Graduate Diploma in Business
Administration.
The program introduces students to the role of marketing as
part of the overall business function, and consists of a series
of lectures dealing with the fundamentals of marketing,
marketing planning, consumer behaviour and approaches to
looking for market opportunities.
Content
Consumer behaviour - consumption and expenditure
patterns, the buying process; market segmentation. Product/
service policy - life cycle and adoption process, planning;
differentiation, packaging and branding. Pricing policy -
cost, demand, resources considerations; competition. The
communications mix - advertising, promotion, personal
selling. Distribution policy - channel selection, physical
distribution. Introduction to marketing strategy.
Recommended reading
Stanton, W., Miller, K. and Layton, R., Fundamentals of
Marketing. 2nd edn, Sydney, McGraw-Hill, 1991
Current business journals
BM501 Marketing Management 1
2 hoursper week Hawthorn Prerequisite: nil
Assessment: assignment/examination
A subject in the Graduate Diploma in Business
Administration and Graduate Diploma in Market Modelling
0 b jectives
The subject introduces students to the role of marketing as
part of the overall business function and encourages them to
apply their knowledge and skills to the environment of their
own organisation.
Content
Specific topics include the fundamentals of marketing,
marketing planning, consumer behaviour, aspects of product
and service policy, the marketing mix. An introduction to
market research.
Recommended reading
Kother, P. Marketing Management: Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs N.Y.
Prentice Hall, 1994
Details of further reading will be provided at the first session.
BM601 Marketing Management 2
2 hours per week Hawthorn Prerequisite: BMliOl
Marketing Management I, and BE501 Economics
Assessment: assignment/examination
A subject in the Graduate Diploma in Business Administration
Obiedives and Content
This subject builds upon the knowledge that students have
gained from Marketing Management 1, especially in respect
of the marketing concept, the marketing planning process
and the elements of the marketing mix.
The overall objective of the subject is to give the candidates
a practical understanding of the principles and process of
marketing planning, including the formulation of marketing
strategy and the implementation of action programs. This is
to be achieved at two levels: firstly, for a company operating
within a dynamic domestic market; and secondly, ,.
for a
company ingaging in, or contemplating involvement in the
international marketing environment.
Specific aims
Domestic Marketing
to introduce candidates to the principles and process of
marketing planning within a competitive domestic
environment;
to align the marketing objectives to the corporate
mission:
to equip candidates with the ability to utilise primary
and secondary data in marketing planning;
to examine a selection of techniques (eg. the productmarket
. matrix, . the BCG, etc) for marketing strategy
formulation;
to investigate the pitfalls of marketing planning
~ractices.
International Marketing
to introduce candidates to the principles and process of
marketing planning in a dynamic global environment;
to examine the role of the Australian economy within
the global context;
to examine the macroeconomic factors (political-legal,
economic, socio-cultural, and technological) which affect
marketing planning in a foreign marketing environment;
to examine the different strategic options for marketing
strategies in the foreign operations;
to investigate the pitfalls bf international marketing
planning.
Recommended reading
Kotler, P. Marketing Management: Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs, N.J.,
Prentice Hall, 1994
Jeannet, J.P. and Hennessey, H.D. GlobaPMarketing Strategies,
Boston, Houghton Mifflin Co., 1992
Topic references will be given in class for the specific marketing
applications covered.
33
* g
/ i
$,
Swinburne University of Technology 1 997 Handbook 301