1997 Swinburne Higher Education Handbook

Manufacturing Management
The manufacturing and processing of consumer and
industrial products of food, beverages, automobiles, metals,
plastics and minerals is an important part of the Australian
economy. Following the deregulation of the early 1980's it
is fair to say that today's Australian companies in the
dynamic manufacturing and processing industries are at or
close to world class competitive standards.
These industries are large employers and graduates with a
major in manufacturing management are well positioned
for a wide range of employment opportunities in
operations management, human resource management,
marketing, financial analysis, information systems,
management accounting or technology management and
innovation.
The study of Manufacturing Management at Swinburne
a when allied with other Bachelor of Business areas and
double degree options can provide an interesting variety of
Q employment and career opportunities.
C
S The Industry Based Learning year is strongly
a recommended for Manufacturing Management students,
z, and it is expected that the sponsor of Manufacturing
Education at Swinburne, FAME (the Foundation of
Australian Manufacturing Education) will be offering
; scholarships and other financial assistance for those taking
c the Manufacturing Management major and financial help in
the IBL year.
2.
2 Because of the multi-discipline nature of work in
manufacturing, a variety of choices exist in the structure of
the major following the compulsory subjects.
n
m Part 1
e. compulso, subjects:
n_ BH228 Manufacturing Management 1
BH336 Manufacturing Management 2
(D
Additional subjects:
(D BC222 Management Accounting 1
BE223 Industrial Relations
BM222 Marketing Planning
BH221 Human Resource Management 1
BH223 Dynamics of Diversity in the Workplace
BH332" Enterprise Bargaining
BH333" Managing Quality in Organisations
BH337" Managing Technology and Innovation
'p One of these subects must be completed
Part 2
The fifth and sixth subjects in the major must be taken
from the one area. The eight areas are: Business Law,
Business Modelling, Economics, Information Systems and
Technology, Human Resource Management/
Organisational Behaviour/Management, Marketing or
approved subjects from the Division of Science,
Engineering and Design. These choices allow for a variety
of career interests within the field of Manufacturing
Management.
Marketing
Successful companies take the path of 'market focus', that
is, their strategies are customer driven. Marketing deals
with the building and implementation of customer focus.
The meaning of marketing is often misunderstood. One
need look no further than the many advertisements
without any real substance as to customer benefits and/or
the delivery of these benefits. Frequently no distinction is
made between selling and marketing.
Unfortunately marketing has been introduced into many
organisations as the 'in word', a kind of cosmetic change,
the solution to the company's problems, without changing
the focus and the attitudes prevailing in the organisation. It
has not worked, resulting in companies becoming
disillusioned with marketing. These companies did not
understand the meaning of marketing.
What does it mean? The answer is relatively simple: put
yourself inside the skin of your customers and forget
yourself for a while. That in itself is difficult to do, but that
is exactly the difference between cosmetic and real
marketing.
To make this transition involves a rethink on your part.
Instead of thinking on behalf of your customers you have
to learn to listen to your clients, accept what they say at
face value and execute what they want.
At Swinburne we explain the components of a business plan
and marketing's central role in strategy. Students are
introduced to topics such as consumer behaviour, demand
determinants, customer focus, marketing research, marketing
planning, product and services management, retail, advertising
and promotion, international marketing and business
env6onments df some European and A& countries.
Students are encouraged to think through problems and to
find their own answers. They are assisted in exploring their
thinking processes to ensure that they make the most of
their abilities. Practical application and real life subjects are
the key features of a marketing major at Swinburne. In
addition each subject will have an international orientation.
Stage one (core subject)
BMllO The Marketing Concept
Stage two
BM220 Market Behaviour (M)
BM222 Marketing Planning (M)
BP003 Marketing Pathways
Stage three
BM330 Product Management (M)
BM331 Service Marketing and Management (M)
BM332 International Marketing
BM333 Communications
BM336 European Business Studies
BM338 Asian Pacific Business Practices
BM339 Marketing Channel Management
(formerly BM 334 Retail Marketing)