1996 Swinburne Higher Education Handbook

organisational factors and constraints
Specific aims:
to allow second-stage students to explore basic human
behaviour concepts and theories, as they relate to
purchasing decisions in both consumer and business to
business marketing areas
to emphasise the practical marketing implications of
those behavioural concepts, by the study of
- consumers as individuals and in groups
- decision-making processes (consumer and
organisational)
- communication across groups
- communication and promotion forms
to provide base behavioural knowledge levels, which
allow futher development of marketing knowledge in
later stage subjects.
Recommended reading
Hawkins, Neal and Quester, Consumer Behrtviour, Irwin, 1994
BM222 Marketing Planning
3 hoursper week Hawthorn Mooroolbark (alternate
semesters) Prerequisite: BM110 The Marketing Concept
Corequisite BM220 Market Behaviour Assessment:
L.
8 examination/assignments
0 A subject in the Bachelor of Business
a
This subject is a mandatory requirement for a major
sequence in marketing.
Objectives and Content
The objective of this subject is to examine the concepts of
planning and strategy in marketing, the role and methods of
strategic analysis, as well as issues related to strategy
formulation, implementation and control. It focuses on the
marketing planning process as a key tool in an
organisation's interaction with its environment.
In the highly competitive, volatile and turbulent business
world of the mid-90s it is particularly important for
Australian companies to carefully analyse their strategic
planning, sharpen their business analysis skills and see
beyond the geographical or product based boundaries of the
markets in which they currently compete. Acquiring and
maintaining competitive advantage by having a consistently
superior business/marketing planning system will be one of
the most vital strengths of successful businesses of the
future. This subject gives students the opportunity to
acquire a working understanding of various methods of
marketing planning and the ability to apply them
appropriately in developing and implementing marketing
strategies that respond to the challenges of the environment.
Specific aims:
to allow students to consolidate and develop upon the
concepts developed in BM110 and BM220;
to enhance students' capacity to critically analyse
business situations from a marketing viewpoint;
to give students a working understanding of the
methods and concepts of strategy analysis and how these
can be applied in practice;
to expose students to a systematic approach to
developing marketing strategy; and the program
decisions needed to implement the overall marketing
strategy;
to further build students' analytical and communication
skills.
Case studies
A case study with a strongly practical emphasis and
discussion of prescribed articles form a major part of the
course. The emphasis on business report writing is
continued, with more complex reports required. The major
assignment requires creation of an actual marketing plan for
a real organisation.
Framework
The structure and process of marketing planning;
Sources of information in marketing planning;
The external environment; analysis the customer and
the industry;
The corporate mission and marketing audit;
Analytical tools;
Tools in marketing planning;
Developing marketing objectives;
Marketing programs,
Product, promotion, distribution and price planning.
Recommended reading
Cravens, D.W. Strategic Marketing. 4th edn, Burr Ridge, Ill.,
Irwin, 1994
Brown, L., Competitive Marketing Strategy. Melbourne, Nelson, 1990
Jain, S.C., Marketing Planning and Strategy. 4th edn, Cincinnati,
Ohio, South Western, 1993
Kotler, P. Marketing Mamagemerat, Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs, N.J.,
Prentice-Hall, 1994
Other supporting material will be prescribed when appropriate. It
is expected that extensive use will be made of library resources.
BM223 International Marketing
3 hours per week Hawthorn Prereqaisite: BM222
Marketing Planning Assessment: examination/assignment
A subject in the Bachelor of Business
Objectives
The purpose of the subject is threefold. Firstly, it aims to
bring the students to a new awareness of the need to
globAise the Australian economy by increasing its
international comuetitiveness. Secondlv. ..
to exvose the
students to the special features of a global competitive
environment and to examine the key success factors for
Australian companies in the international arena. Thirdly, it
aims to introduce students to the fundamentals of the
international marketing task.
Specific aims:
to examine the Australian global competitiveness in the
1990s with the aim of helping students to understand the
reasons and consequences of globalisation for the
Australian economy in general, and Australian
companies in particular;