1996 Swinburne Higher Education Handbook

BM501 Marketing Management 1
2 hours per week Hawthorn Prerequisite: nil
Assessment: assignment/examination
A subject in the Graduate Diploma course in Business
Administration
Objectives
The subject introduces students to the role of marketing as
part of the overall business function and encourages them to
apply their knowledge and skills to the environment of their
own organisation.
Content
Specific topics include the fundamentals of marketing,
marketing planning, consumer behaviour, aspects of product
and service policy, the marketing mix. An introduction to
market research.
Recommended reading
Kother, P. Marketing Management: Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs N.Y.
Prentice Hall, 1994
Details of further reading will be provided at the first session.
v, BM601 Marketing Management 2
5 2 hours per week Hawthorn Prerequisite: BM501
"oarketing Management I, and BE501 Economics
g Assessment: assignment/examination
A subject in the Graduate Diploma in Business
Administration
Objectives and Content
This subject builds upon the knowledge that students have
gained from Marketing Management 1, especially in respect
of the marketing concept, the marketing planning process
and the elements of the marketing mix.
The overall objective of the subject is to give the candidates
a practical understanding of the principles and process of
marketing planning, including the formulation of marketing
strategy and the implementation of action programs. This is
to be achieved at two levels: firstly, for a company operating
within a dynamic domestic market; and secondly, for a
company engaging in, or contemplating involvement in the
international marketing environment.
Specific aims
Domestic Marketing
to introduce candidates to the principles and process of
marketing planning within a competitive domestic
environment;
to . align . the marketing objectives to the corporate
mission;
to equip candidates with the ability to utilise primary
and secondary data in marketing planning;
to examine a selection of techniques (eg. the productmarket
matrix, the BCG, etc) for marketing strategy
formulation;
to investigate the pitfalls of marketing planning
practices.
International Marketing
to introduce candidates to the principles and process of
marketing planning in a dynamic global environment;
to examine the role of the Australian economy within
the global context;
to examine the macroeconomic factors (political-legal,
economic, socio-cultural, and technological) which affect
marketing planning in a foreign marketing environment;
to examine the different strategic options for marketing
strategies in the foreign operations;
to investigate the pitfalls of international marketing
planning.
Recommended reading
Kotler, P. Marketing Management: Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs, N.J.,
Prentice Hall, 1994
Jeannet, J.P. and Hennessey, H.D. Global Marketing Strategies,
Boston, Houghton Mifflin Co., 1992
Topic references will be given in class for the specific marketing
applications covered.
BM602 Strategic Management
Credit points - 12.5 Duration - 3 hours o w per week o w
1 semester Prerequisites - BH604 Management, &anisation
and Peook. Instruction: lectures/seminars/case studies
~ssesmknt: individuul assignment (40%) group case studies (30%)
exam (30%)
0 bjectives
To provide the student with an introduction to the
theoretical and practical aspects of strategic management and
strategic planning.
Content
Topics covered in this subject include:
- strategic analysis, techniques for strategic analysis
strategic planning, understanding the elements of
strategic management and the strategic management
process. Strategic planning as an on-going process.
developing strategic plans through the use of case studies
and examples
Text
Detail will be provided at the first session.
References
Mintzberg, The Rise and Fall of Strategic Planning, Prentice Hall,
New Jersey, 1994
Porter, M.E., Competitive Advantage: Creating and Sustaining
Superior Performance, The Free Press, New York, 1985.
Porter, M.E., Competitive Astrategy: Techniques for Analysing
Industries and Competitors, The Free Press, New York, 1980.
Porter, M.E., The Competitive Advantage of Nations, MacMillan
Press,1990
Steiner, A.,. Strategic Planning. New York, The Free Press, 1979.
Steiner, G.A. Miner, J.B. and Gray. E.R., Management Policy and
Strategy, 3rd edn, Macmillan, 1986.