1996 Swinburne Higher Education Handbook

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, market research, market
planning, product and services management, tourism, retail,
advertising and promotion, international marketing and
cultures.
Students are encouraged to think through problems and to
find their own answers. They are introduced to
understanding thinking processes to ensure that they make
the most of their abilities. Topics like focus, vision,
understanding, creativity, the power to influence the future
are all part of the marketing curriculum.
Course structure
Students undertake a total of twenty-four subjects,
consisting of core subjects, majors and minors. Students are
required to complete at least four subjects at Stage 3 and no
more than ten subjects at stage 1.
Satisfactory completion of the course will require the
inclusion of either:
one major and two minors; or
one major and one minor; or
two majors.
At least one major must be taken from either accounting or
marketing. In addition, students may select majors in media,
psychology, computing or sociology. Some combinations,
for example both psychology and accounting with
professional recognition, will not be possible within the
twenty-four subject structure.
Minors are offered in accounting, business computing,
economics, economics/finance, business law, marketing,
media, psychology and sociology.
A major consists of six subjects post Stage I, with at least
two subjects at Stage 3. For professional recognition in
Accounting or Psychology, students must take subjects as
specified. A minor comprises four subjects post Stage I with
at least one subject at Stage3, except in the case of
Psychology.
Students are required to complete four core subjects in first
year. These are:
LCIlOO Information Technology
LCLlOO Learning and Communication Behaviour
LCTlOO Science, Technology and Society
LCRlOO Statistics and Research Methods
There are also core business subjects required for this
course. Students are required to complete four of the
following five core business subjects:
LBClOO Accounting 1
LBElOO Microeconomics
LBMlOO The Marketing Concept
LBLIOO Introduction to Commercial Law*
LBH300
Organisations and Management#
* To be taken in second year
# To be taken in second year or Stage 3 of the program
In addition students must complete prerequisite subjects for
chosen majors and minors.
I
Details of majors and minors
Accounting for Professional Recognition
Stage l
LBClOO Accounting 1
Stage 2
LBC2OO Computer Information Systems
LBCZOl Corporate Accounting
LBC202 Management Accounting 1
LBC203 Management Computer Information Systems
LBC204 Financial Management 1
Stage 3
LBC300 Accounting Theory
LBC301 Taxation
LBC302 Auditing
In addition the following subjects are required
LCRlOO Statistics and Research Methods
LCIlOO Information Technology
LBElOO Microeconomics
LBE2OO Macroeconomics
LBLlOO Introduction to Commercial Law
LBL200 Company Law
Psychology for Professional Recognition
Stage 1
LSYlOO Psychology 100
LSYlOl Psychology 101
Stage 2
LSY200 Cognition and Human Performance
LSY2Ol Developmental Psychology