1997 Swinburne Higher Education Handbook

students gain a thorough grounding in marketing principles
and apply them in marketing plans based on live
opportunities in the market place. A blend of theory a,
insight and practicality, the subject provides the opportunity
to gain hands-on experience in understanding market needs .
Topics covered include marketing principles, marketing
research, consumer behaviour, diffusion of innovation,
organisational culture, technology and services.
At the completion of the subject successful candidates will
be able to develop a practical and realistic marketing plan to
support the launch of new products or services, align the
core competence of their organisation with emerging needs
of the marketplace, drive technology push as well as market
pull strategies, determine steps for market research and
analysis, market entry and long term business development.
Recommended reading
Hindle, K.G. What is a Marketing Case Study and How do you
Solve it. Hawthorn, Vic., Swinburne Press, 1992
EF644 Introduction to The Business Plan
I hour per week equivalent Ciq Prerequisite: nil
Assessment: a combination of personal assignments, group
assignments, class participation and/or exam.
A compulsory subject in the Graduate Diploma in
Management.
Obiectives and Content
An integrating course which establishes the requirements for
a successful business plan prior to participants commencing
EF623 and EF645 within the program. The elements of, and
input requirements to, the business plan are identified, with
participants working in self-selected teams to define the
subject of their proposed business plan.
Recommended reading
Timmons, J.A. New Venture Creation: Entrepreneurshipfor the
21st Century, 4th edn, Irwin 1994.
EF645 New Venture Accounting and Finance
2 hours per week City or Hawthorn Prerequisite: EF6lS
Introduction to Accounting and Finance Assessment: a
combination of personal assignments, group assignments, class
participation and/or exam
A compulsory subject in the Graduate Diploma in
Management and an elective subject in the Graduate
Diploma in Management (Manufacturing).
Objectives and Content
An integrating course to launch students into the
production of a complete business plan for a new venture or
initiative by an established firm and the discussion of
contempor&y business problems. Extending accounting and
financial skills are addressed to ~ermit understanding " of:
differences between accounting for merchandising entities
and manufacturing entities; partnership accounting,
company accounting, financial and external reporting; cost
accounting; the business financial environment; the
mechanics of financial management and planning.
Recommended reading
Gaffikin, M. Principles of Accounting, 3rd edn, Harcourt Brace,
1993
EF654 The Business Plan
3 hours per week City or Hawthorn Prerequisite: EF618
Management Practices, EF623 Marketing, EF644 Introduction
to Be Business Plan, and EF64S New Venture Accounting
and Finance Assessment: a combination of personal
assignments, group assignments, class participation and/or exam
A compulsory subject in the Graduate Diploma in
Management.
Objectives and Content
An integrating course for students to produce a complete
business ~ lan for a new venture or initiative by an
established firm. Students demonstrate their grasp of the
topics covered in other courses within the program by
working in self-selected teams to produce the selected
business ~lan. The complete business ~ lan includes
comprehensive marketing, financial and organisational
sections and is assessed against professional standards of
presentation and content. In ~arallel, students explore
contemporary problems in business strategy by a program
of guided reading, discussion and research exercises. Students
analyse the work of leading Australian and international
authors and commentators during this section of the course.
Recommended reading
Timmons, J.A. New Venture Creation: Entrepreneurship for the
21st Century, 4th edn, Irwin 1994.
EF661
Leadership and Team Building
2 hours per week City or Hawthorn P~erequisite: nil
~ssessmkt: a combina;ion of personal assignments, group
assinnments, class particivation and/or exam
~n"e1ective-subjeit in t6e Graduate Diploma in Management
and the Graduate Diploma and Graduate Certificate in
Management (Manufacturing).
Objectives and Content
A course focusing on the requirements of effective
leadership and team building. The five faces of leadership
(coaching, sponsoring, educating, counselling and
confronting) are explored along with the hidden face of
leadership (charisma) for application to team situations and
the requirements of effective team building. Students'
interpersonal skills are developed in key areas including: self
awareness, listening, goal setting, providing feedback,
appraising performance, disciplining, delegating, oral
persuasion, politicking, running group meetings, resolving
conflicts and integration.
Recommended reading
Robbins, S.P. Trazning in Interpersonal Skills, Prentice Hall
International, 1989
EF662
Total Quality Management
2 hours per week City or Hawthorn Prerequisite: nil.
Assessment: a combination of personal assignments, group
assignments, class participation and/or exam
An elective subject in the Graduate Diploma in Management
and a compulsory subject in the Graduate Diploma and
Graduate Certificate in Management (Manufacturing).
Swinburne University of Technology 1997 Handbook 367