1997 Swinburne Higher Education Handbook

BM701
Marketing for Management
2 hours per week e Hawthorn Prerequisite: nil
Assessment: group and indvidual assignment
This subject is compulsory (conversion students excepted)
0 b jedives
The . principal . objectives of this subiect are to provide a
strategic orientation to the study of marketing management
and to ensure that candidates obtain a firm foundation in
marketing concepts.
Having completed the unit, candidates should have the
marketing skills necessary to deal with the opportunities and
threats which organisations need to cope with and take
advantage of in a highly competitive both domestic and
globally.
Content
Topics to be covered include:
the strategic marketing planning process;
market information systems and market research;
international marketing strategies and global thinking in
product, price, distribution and promotional strategies.
Recommended reading
Kotler, 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 fua session.
BM801
Business Planning
2 hours per week Hawthorn Prerequisite: all subjects in
the first 3 terms of course Assessment: To be advised.
A subject in the Master of Business Administration
This subject is compulsory (conversion students excepted)
0 biedives
This subject is studied in the context of a dynamic global
environment of social and technological change. All basic
business skills must be integrated for strategic planning and
the other MBA subjects will thus be utilised.
Specific objectives of this subject are:
O- to intrbduce the strategic' planning process and the range
of techniques used in business planning;
to develop skills in using a variety of frameworks for
making strategic decisions;
to emphasise the importance of the current
development phase of the industry in which an
enterprise operates as a basis for appropriate strategy
development;
to develop skills in organising for effective business
planning and for the implementation of the business
planning process.
Content
Topics to be covered include:
the nature of corporate objectives, hierarchy and
conflict of objectives, personal dimensions of objectives,
management by objectives;
analytical frameworks for business planning and their
bearing on the content of business plans and the process
of planning;
defining the business, the central strategic issue of 'What
business are we in?';
the search for oppportunity including scenario analysis;
industries and their evolution: competitive advantage;
planning for entry into new industries and new markets;
the business plan.
Recommended reading
Bogue, M.C. and Buffa, E.S. Corporate Strategic Analysis. New
York, The Free Press, 1986
Bower, J.L. et al. Business Policy: Text and Cases. 7th edn,
Homewood, Ill., Irwin, 1991
Kanter, R.The Change Masters. London, Unwin, 1985
Ohrnae, K. The Mind of the Strategist: The Art of Japanese Business.
Harmondsworth, Penguin, 1983
Peters, T.J. and Waterman, R.H. In Search of Excellence. New
York, Harper and Row, 1982
Porter, M. Competitive Advantage: Creating and Sustaining
Superior Performance. New York, The Free Press, 1985
Porter, M.E. Competitive Strategy. New York, The Free Press,
1980
Quinn, J.B., Mintzberg, H. The Strategy Process: Concepts,
Contexts, and Cases. 2nd edn, Englewood Cliffs, N.J., Prentice
Hall, 1991
BP003 Marketing Pathways
3 hours per week Hawthorn Prerequisites: A completed
TAFE Associate Diploma of Business (Marketing) with one
elective being International Marketing & a credit grade
average must be achieved in the following subjects: Buyer
Behaviour, Marketing Research, Strategic Marketing,
International Marketing. Corequisite: highly recommended
BQ227 Marketing Research 2 Assessment: tutorial paper/
fieldwork assignment/examination
A subject in the Bachelor of Business
This subject has been designed for TAFE students who are
successful in gaining entry to the Bachelor of Business and
wish to complete a major in marketing. The Pathways
Marketing subject is available to students who have
successfully completed the Associate Diploma of Business
(Marketing) with one of the electives being International
Marketing.
Marketing Pathways embraces four areas of study:
Market Behaviour
Market Research 1
Marketing Planning
International Marketing
This subject has been specifically designed to account for
prior learning in the Associate Diploma of Business
(Marketing). Accordingly, credit for this subject on the basis
of other prior learning cannot be granted.
0 biedives
~h: aim of this subject is to introduce a marketing bridging
subject which will enable students entering the University
from TAFE with the Associate Diploma of Business
(Marketing) to receive credit transfers into a business degree
Swinburne Univeniiy of Technology 1997 Handbook 303