1996 Swinburne Higher Education Handbook

Sydney, Committee for Economic Development of Australia
(CEDA), 1993
Department of Foreign Affairs and Austrade, Australia's Business
Challenge: Southeast Asia in the 1990s. Canberra, Australian
Government Publishing Service, 1992
Garnaut, Ross. Australia and the Northeast Asian Ascendancy,
Canberra, Australian Government Publishing Service, 1989
BM339 Marketing Channel Management
3 hours per week Hawthorn Prerequisite: BM222
Marketing Planning and BM221 Marketing Research
Assessment: examination/assignment
A subject in the Bachelor of Business
Objectives
The objective is to provide an overview of retailing from a
management perspective by providing a range of specialist
skills not covered in other subjects but which are
particularly relevant to retailing in Australia in the 1990s.
Content
Topics include:
the retail environment in Australia;
major changes occurring in retailing overseas;
planning the retail marketing mix;
the role of research in retailing;
location decisions;
the role of the retail buyer;
retail buyer behaviour;
merchandising strategies;
franchising.
Recommended reading
Bowersox and Cooper, Strategic Marketing Channel Management,
McGraw-Hill. 1992
BM400 Marketing Honours
Students should seek advice from the appropriate Marketing
staff when formulating their discipline-specific course of
study and their research project proposal.
To encourage a multi-disciplinary approach, students may,
subject to approval, undertake selected honours-level
coursework subjects from other schools, divisions or
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 Marketing
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 Marketing
Students will undertake a program of advanced study which
will consist of supervised readings and seminar participation
which is designed to broaden and add depth to the student's
understanding of contemporary marketing issues relevant to
Australia and its global competitiveness. Attention will be
focused on two areas in particular the marketing of services
and international marketing. The reading and seminar
program will support the student in carrying out their
marketing research project.
Marketing Honours Research Project
Students will be expected to undertake a substantial research
project in either the marketing or services or i n international
marketing. Potential areas for research will reflect staff expertise
within the department and could include market behaviour,
marketing strategy and planning, communication, marketing
research and business policy. Research projects will be
supervised within a group seminar setting and students will be
required to participate in class presentations at progressive
stages in their research program. Students will be expected to
submit their research project in the form of a written
dissertation of approximately 15 000 words in length.
Students intending to complete their degree with honours
must apply for entry into the honours year by the end of
their three year degree.
Note that entry into the honours year is competitive and the
number of places is subject to a quota.
BM401 Marketing Management
fi hours per week Hawthorn Prerequisite: nil
Assessment: To be advised.
Obiectives
This subject covers the same body of knowledge and the
same approach as the subject BM501 Marketing
Management 1 in the Graduate Diploma in Business
Administration.
The program introduces students to the role of marketing as
part of the overall business function, and consists of a series
of lectures dealing with the fundamentals of marketing,
marketing planning, consumer behaviour and approaches to
looking for market opportunities.
Content
Consumer behaviour - consumption and expenditure
patterns, the buying process; market segmentation. Product/
service policy - life cycle and adoption process, planning;
differentiation, packaging and branding. Pricing policy -
cost, demand, resources considerations; competition. The
communications mix - advertising, promotion, personal
selling. Distribution policy - channel selection, physical
distribution. Introduction to marketing strategy.
Recommended reading
Stanton, W., Miller, K. and Layton, R., Fundamentals of
Marketing. 2nd edn, Sydney, McGraw-Hill, 1991
Current business journals