1996 Swinburne Higher Education Handbook

institutions provided that they show the relevance of these
coursework subjects to their proposed area of research. Such
arrangements are subject to the student having any necessary
prerequisite studies and may be subject to any quotas
imposed on these subjects by the offering School.
Students must submit their proposal to the Business Law
Honours Convener for approval prior to the
commencement of their honours program. Approval for a
student's discipline-specific course of study and research
project proposal shall be subject to the availability of any
necessary resources and the availability of appropriate staff
supervision.
Advanced Studies in Business Law
Students will undertake a program of advanced study
designed to support their research project proposal. This
will involve the application of legal reasoning and legal
techniques to issues which are of importance to business,
government and society. The program will consist of
supervised readings and seminars.
Business Law Honours Research Project
Each student will be required to undertake an individual
program of advanced study in one or more areas of business
law in his or her preferred area of specialisation. Potential
areas of research should reflect expertise within the School
which includes law relating to contracts, companies,
marketing, retailing, employment, tourism, international
marketing, finance, computers, Asian business law and
European business law. Students will be required to make
presentations at progressive stages of their research. The
research project will be presented in the form of a written
dissertation of approximately 15,000 words in length.
Note that entry into the honours year is competitive and the
number ofplaces is subject to a quota.
BM1 10 The Marketing Concept
3 hoursper week Hawtborn/Mooroolbark Prerequisite: nil
Assessment: examination, assignments, presentation, chs exercise
A subject in the Bachelor of Business
Objectives and Content
This subject explores basic business and marketing concepts
from a variety of perspectives. The objective is the
understanding of key concepts upon which to build a
framework for the integration of a variety of ideas on
business-customer exchanges and the role of the marketing
function.
The subject provides common year students with a series of
lectures, tutorial exercises and assignments designed to give
them an opportunity to explore basic business and marketing
concepts from a variety of perspectives. Related issues of
concern to non-profit organisations are also explored.
Particular emphasis is given to the role marketing plays in
the organisation's process of adaption to its environment,
relationships between organisations and their clients, and in
the formulation of management policies that impact on
other functions such as accounting, operations, and research.
At the end of the subject, the successful student will have
acquired an understanding of key concepts upon which to
build a framework for the integration of a variety of ideas
on business-customer exchanges and an understanding of the
role of the marketing function. This understanding of
marketing and marketing people will aid in the
understanding of other disciplines in the Bachelor of
Business as well as providing a strong philosophical
foundation for the vocational study of marketing.
Recommended reading
Stanton, W.J., Miller, K.E., Layton, R.A., Fundamentals of
Marketing, 3rd Aust. edn, Sydney, McGraw-Hill, 1994
Westwood, J., Di Virgilio, P. and Adams, T.J. Study Guide to
Accompany Stanton, Miller, Layton Fundamentals of Marketing, 3rd
edn, Sydney, McGraw-Hill,l994
McColl-Kennedy, J.R., Kiel, G., Lusch, R.F. and Lusch, V.N.,
Marketing Concepts and Strategies, 2nd edn, South Melbourne,
Nelson Australia, 1994
Assael, H., Reed, P., Patton, M.,1995, Marketing Principles and
Strategy, 1st Aust. edn, Harcourt Brace.
Kotler, P., Shaw, R., Fitzroy, P. and Chandler, P., Marketing in
Australia, 3rd edn, Sydney, Prentice Hall, 1993
McCarthy, E.J. and Perrault, W.D., Jnr., Basic Marketing, A
Managa'al Approach, 10th edn, Homewood, Irwin, 1990
Pride, W.M. and Ferrell, O.C. Marketing Concepts and Strategies,
7th edn, Boston, Houghton Mifflin, 1991
Stanton, W.J., Miller, K.E. and Layton, R.A., Fundamentals of
Marketing, 2nd Aust. edn, Sydney, McGraw Hill, 1991
Other supporting material will be prescribed when appropriate in
lectures. It is expected that extensive use will be made of the large
collection of relevant material in the library - both texts and
current journals
BM220 Market Behaviour
3 hours per w k Hawthorn Mooroolbrznt? Prerequisite:
BM110 Be Marketing Concept Assessmmr examination/
assignments
A subject in the Bachelor of Business
Instruction in a subject of this nature active participation is
essential. The theoretical aspects of consumer behaviour are
supplemented by practical problems through the use of case
studies and fieldwork exercises
This subject is a mandatory requirement for a major
sequence in marketing.
0 b jectives
The objective of this subject is to study the process of choice
in both consumer and business-to-business purchasing
contexts, along with its determinants and its implications for
marketing strategy. At the completion of the subject,
students should have acquired an understanding of:
the process of human decision making;
The three main influences on consumer choice
- the individual consumer
- environmental influence
- market strategy
the main influences impacting on business to business
purchasing decisions
the DMU (Decision Making Unit) or buying centre