1996 Swinburne Higher Education Handbook

Rather it draws together the various marketing units and
looks at:
the various strategies employed when communicating
with customers; and
provides students with the necessary skills to develop
and evaluate effective communication strategies
Content
Topics include:
the communication process;
planning the communication budget;
inside an advertising agency;
advertising media issues;
public re1ation.s and publicity;
sales promotion;
direct marketing;
international advertising;
evaluating the effectiveness of the communication
strategy.
Recommended reading
Belch, G.E. ancl Belch, M.A.Introduction to Advertising and
Promotion: An Integrated Marketing Communications Perspective.
V1
5 3rd edn, Chicago, Ill, Irwin, 1995
-. Govoni, N., E,ng, R. and Galper, M. Promotional Management
F? Issues and Perspectives. Englewood Cliffs N.J., Prentice Hall, 1988
0 Rossiter, J.R., and Larry, P., Advertisingand Promotion
?:
E. Mamgement, New York, McGraw-Hill 1987
t;
BM336 European Business Studies
3 hours per week Hawthorn Prerequisite: For marketing
major: BM222 Marketing Planning. BM223 Intwnational
Marketing is also strongly recommended. For marketing
minor: BM1 l0 The Marketing Concept Assessment: final
test/assignments
A subject in the Bachelor of Business
0 bjectives
The objective of this subject is to enable students to advance
and a.pply their marketing knowledge to a number of
European national markets, and to do so within the context
of the broader European community, Europe in general, and
Australia's relative capacity to market products to these
Content
The subject explores the differences and similarities that
exist between some of the European business cultures and
business environments and our own, and their meaning for a
marketer. Students are encouraged to take these profiles and
apply them to the overseas marketing of Australian products
of export potential to three European countries. The
countries to be covered in every semester will be selected
from the pool of six countries: Germany, Great Britain,
France, Hungary, Italy and Poland, depending on the
interest of students.
The emphasis is on understanding the business culture and
environmental elements of these four European countries as
an essential pre-condition to the successful marketing of
Australian products to European markets.
Recommended reading
Mole, J. When in Rome: A Business Guide to Culture and
Customers in Twelve European Countries, New York, Amacom,
1991
Randlesome, C. et al. Business Cultures in Europe, Oxford,
Butterworth and Heinemann, 1993
BM338 Asian Pacific Business Practice
3 hours per week Hawthorn Prerequisite:For marketing
major: BM222 Marketing Planning. BM223 International
Marketing is also strongly recommended. For marketing
minor: BM110 fie Marketing Concept
Assessment: three assignments, class participation
A subject in the Bachelor of Business
Obiectives
To equip students with an understanding of the current
economic development in the major Asian Pacific nations
(ASEAN-6, NIEs-3, China, Australia, New Zealand,
Canada, Japan and the United States) and the growing
business opportunities and linkages in this region.
Specific aims:
to give the students an understanding of the current
states of economic development in the major Asian
Pacific economies;
to understand the uncontrollable factors (political-legal,
economic, socio-cultural, and technological) affecting
business in the major market groups in the Asian
Pacific;
to study the emergence of a fourth economic driving
force, namely the overseas Chinese entrepreneurs, in the
Asian Pacific and its implications for Australia;
to study the emergence of a 'Greater Chinese Economic
Zone' (China, Hong Kong and Taiwan), and its
potential effects on the region;
to study the dominance of Japan and its effects on the
Asian Pacific economy;
to learn about business practices (etiquette, negotiation
style, Confucianism, family business groups) prevailing
in Asia-Pacific.
Recommended reading
Magaziner, I. and Patinkin, M. The Silent War Inside the Global
Business Battles Shaping America's Future. New York, Random
House. 1989
The Economist, 'The Overseas Chinese: A Driving Force', July 18,
1992, pp. 21-24
Text books
Bello, W. and Rosenfeld, S., Dragons in Distress Asia's Miracle
Economies in Crisis. London, Penguin Books, 1992
Business Council of Australia, Australian Business in Asia:
Climbing the Mountains. Melbourne, Business Council of
Australia, 1992
Australia's Bilateral Trade and International Investmat. Canberra,
Department of Foreign Affairs and Trade, 1992
Berger, P. L. and Hsiao, M. (eds), In Search of an East Asian
Development Model. Brunswick, N.J., Transaction Inc., 1988
Ch'ng, D., The Overseas Chinese Entrepreneurs in East Asia,