1996 Swinburne Higher Education Handbook

Recommended reading
Hansen, D.R. and Mowen, M. Management Accounting. 3rd edn,
Cincinatti, South-Western, Ohio, 1994
Horngren, C.T., Foster, G. and Datar, S.M. Cost Accounting: A
Managerial Emphasis. 8th edn, Englewood Cliffs, N.J., Prentice
Hall, 1994
BP003 Marketing Pathways
3 hours per week Hawthorn Prerequisites: A completed
TAFE Associate Diploma of Business (Marketing) with one
elective being International Marketing Corequisite: highly
recommended BQ227 Marketing Research 2
Assessment: tutorial paper/fieldwork assignment/
examination
A subject in the Bachelor of Business
This subject has been designed for TAFE students who are
successful in gaining entry to the Bachelor of Business and
wish to complete either major or minor studies in
Marketing. The Pathways Marketing subject is available to
students who have successfully completed the Associate
Diploma of Business (Marketing) with one of the electives
being International Marketing.
Marketing Pathways embraces four areas of study:
Market Behaviour
Market Research 1
Marketing Planning
International Marketing "
This subject has been specifically designed to account for
prior learning in the Associate Diploma of Business
(Marketing). Accordingly, credit for this subject on the basis
of other prior learning cannot be granted.
Objectives
The aim of this subject is to introduce a marketing bridging
subject which will enable students entering the University
from TAFE with the Associate Diploma of Business
(Marketing) to receive credit transfers into a business degree
under the Pathways project.
Formal recognition of previous studies, by transfer of
defined credit subjects, allows students to enter new courses
at the right levels.
Specifically this subject aims to:
provide a program which develops in students the
ability to use information sources such as indexes,
abstracts, archives and databases, to collect and analyse
data;
develop further the skills of oral presentation and report
writinp, and to work as a member of a project team;
increase the practicality of business education by
introducing students to business situations. A fieldwork
assignment has been planned for students to develop and
formulate a marketing plan for a company of their
choice;
provide exposure to a global business environment;
focus and reinforce the fundamentals of marketing,
market behaviour, market research, marketing planning
and international marketing through critical evaluation
of articles and mini case studies;
Content
Specific topics include:
Marketing Strategy and Planning;
Marketing Situational Analysis;
Designing Marketing Strategy 1;
Designing Marketing Strategy 2;
Marketing Research - Buying and Using Research;
Product Strategy;
Pricing Strategy;
Distribution Strategy;
Promotion Strategy;
Marketing Organisation and Control
Australia's Competitiveness. What is a Global strategy?
Students who successfully complete BP003 Marketing
Pathways will receive an exemption from BM200 market
Behaviour, BQ226 Market Research 1, BM222 Marketing
Planning and BM332 International Marketing.
Recommended reading
Stanton, W.J., Miller, K.E., Layton, R.A., Fundamentals of
Marketing, 3rd Aust. edn, McGraw-Hill, 1994
Westwood, J., Di Virgilio, P. and Adams, T.J. Study Guide to
Accompany Stanton, Miller, Layton Fundamentals of Marketing,
Third Aust. edn, McGraw-Hill, 1994
Shiffman, L., Kanuk, L. Consumer Behaviour, 4th edn.,
Englewood Cliffs, N.J., Prentice Hall, 1991.
Cateora, P. R., International Marketing, 7th Edn., Homewood, Ill,
Irwin, 1990.
Malhotra, N. K., Marketing Research: An Applied Orientation,
Englewood Cliffs, N.J., Prentice Hall, 1993.
Cravens, Strategic Marketing, 4th edn., Homewood, Ill., Irwin,
1994
Magazines such as Marketing, BR W, Australian Business,
marketing journals etc., contain useful up-to-date material.
BQ1 IOE Quantitative Analysis A (Enabling)
BQl l0 Quantitative Analysis A
BQl l l Quantitative Analysis B
3 hours per week Hawthorn Prerequisites: students
withou;appropriate Year 12 mathematics, or its equivalent,
must take BQllOE Quantitative Analysis A (Enabling)
consisting of three hours per week for one semester followed by
BQllO Quantitative Analysis A consisting of three hours per
week for one semester. Students with appropriate Year 12
mathematics, or its equivalent, must take the subect BQlll
Quantitative Analysis B consisting of three hours per week for
one semester Instruction: lecture/tutorial Assessment:
BQ1 IOE, examinations;BQllO, examination/
A subject in the Bachelor of Business
The content of BQlll is the same as the combined content
of BQllOE and BQ110, but the time allocation differs.
Objectives
Ensure that all students attain a higher level of numeracy
and are able to develop a method of approach which can be