1997 Swinburne Higher Education Handbook
1997 Swinburne Higher Education Handbook
1997 Swinburne Higher Education Handbook
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On completion of the subject students will understand:<br />
the dynamic nature of business and the strategic<br />
management processes employed to gain sustainable<br />
competitive advantage and develop an innovative culture<br />
how to plan the future of the family business in its<br />
competitive environment from the viewpoint of the<br />
Chief Executive<br />
the analytical skills necessary for developing and<br />
implementing innovative strategies that will enable the<br />
family business to achieve competitive advantage<br />
how to apply and integrate the skills and knowledge<br />
acquired in other management subjects to strategic<br />
problem solving.<br />
Content<br />
The subject is structured in four topics:<br />
Understanding the company and its competitive<br />
environment<br />
Financial Analysis<br />
Analysing<br />
. - the Environment<br />
Company Internal Analysis<br />
Crafting Innovative Strategies<br />
Strategies and Competitive Advantage<br />
Crafting a Strategy<br />
Diversification<br />
Portfolio Analysis<br />
Implementing the Strategy<br />
Structure and Controls<br />
Culture and Leadership<br />
Consolidation of experience<br />
The subject is not content driven, rather it is conceptual and<br />
analytical. The main format is the interactive discussion of<br />
case studies in class sessions. There are no absolute<br />
"correct n or "right n answers to case studies, but rather<br />
recommendations or conclusions that are developed from a<br />
factual basis through the logical application of the concepts<br />
and techniques learned in the subject.<br />
Textbooks<br />
Thompson, A A, and Strickland, A J, Strategic Management:<br />
Concepts and Cases, 9th Edn, Irwin, 1995<br />
EF810 New Venture Marketing<br />
V)<br />
-.<br />
3 hoursper week equivalent City Prerequisite: nil<br />
Assessment: a combination of personal assignments, group<br />
assignments, class participation and/or exam<br />
3 A subject in the first year of the Innovation and<br />
Entrepreneurship suite of programs.<br />
Objectives and content<br />
Develops the skills necessary to meet the marketing needs of<br />
new and high growth venture. During this intensive subject<br />
students gain a thorough grounding in marketing principles<br />
and apply them in marketing plans based on live<br />
opportunities in the market place. A blend of theory a,<br />
insight and practicality, the subject provides the opportunity<br />
to gain hands-on experience in understanding market needs .<br />
Topics covered include marketing principles, marketing<br />
research, consumer behaviour, diffusion of innovation,<br />
organisational culture, technology and services.<br />
At the com~letion of the subiect successful candidates will<br />
be able to &velop a practical and realistic marketing plan to<br />
support the launch of new products or services, align the<br />
core competence of their organisation with emerging needs<br />
of the marketplace, drive technology push as well as market<br />
pull strategies, determine steps for market research and<br />
analysis, market entry and long term business development.<br />
Recommended reading<br />
Hindle, K.G. What is a Marketing Case Study and How Do You<br />
Solve It? Hawthorn, Vic., <strong>Swinburne</strong> Press, 1992<br />
EF811 New Venture Financial Planning<br />
3 hours per week equivalent City Prerequisite: EF936<br />
Opportunity Evaluation Techniques Assessment: a<br />
combination of personal assignments, group assignments, class<br />
participation and/or exam<br />
A subject in the second year of the Innovation and<br />
Enterprise suite of programs.<br />
Obiectives and content<br />
Students who have passed this subject should possess<br />
demonstrable mastery of financial mathematics of the basic<br />
financial principles required for competent financial<br />
analysis, planning and management of a start-up venture.<br />
Students apply those skills by producing a comprehensive<br />
financial plan for a new venture embodied in an accurate<br />
and credible set of projected financial statements suitable for<br />
inclusion in a business plan. Students also acquire the skills<br />
and acumen necessary to evaluate new venture financial<br />
projections from the point of view of a prospective investor.<br />
Finally, the subject provides a broad knowledge of new<br />
venture financing in Australia and a history of venture<br />
capital and the basics of entrepreneurial economics.<br />
The main outcome is the application of skills in practical<br />
financial management, investment analysis and evaluation of<br />
financing alternatives to production of detailed, credible<br />
forecasts embodied in a complex, computerised financial<br />
model. The outputs of the financial model produce the<br />
proforma financial statements used in the business plan.<br />
Recommended reading<br />
Weston, J.F., Brigham, E.F., Essentials ofManageria1 Finance, 11th<br />
edn, Forth Worth, Dryden Press, 1996<br />
EF814 The Business Plan<br />
3 hours per week equivalent City Prerequisites: EF936<br />
Opportunity Evaluation Techniques, EF938 Commercialising<br />
Innovation, and EF810 New Venture Marketing. Normally,<br />
students are expected to be concurrently undertaking EF811<br />
New Venture Financial Planning Assessment: a<br />
combination of personal assignments, group assignments, class<br />
participation and/or exam<br />
A subject in the second year of the Innovation and<br />
Enterprise suite of programs.<br />
Objectives and content<br />
In this 'capstone' subject, students combine and apply the<br />
skills they have acquired in previous subjects by actually
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