1996 Swinburne Higher Education Handbook

oad marketing needs and vulnerabilities of new and high
growth ventures. During this intensive subject, students
acquire a thorough grounding in marketing principles
combined with a proven ability to apply these principles to
the development of practical marketing and business plans.
Students concentrate on the area of developing and
improving plans for the marketing of new products and
supervising the implementation of these plans. They are able
to employ technical, mathematical and human behaviour
principles in estimating the scale and speed of the probable
market response to the new product, in determining the
marketing resources required to achieve a given revenue
profile over the plan period, and in recommending a launch
price and early management strategy. Students learn to
manage the implementation of a marketing plan, and advise
on the appropriate modifications to the plan. Thus the
subject provides students with the skills necessary to
evaluate the broad marketing needs and vulnerabilities of an
existing enterprise or new venture by applying a sound
knowledge of fundamental marketing theory in accordance
with a comprehensive method for solvinn practical
marketing problems. Topics include: themarketing concept,
market seementation and tareetine, consumer behaviour, the
marketinirnix, product life Gcle Theory and practice, add
principles of marketing research. A feature of this subject is
the mixture of theoretical case work with real world
assignments.
Textbooks
Hindle, K.G. What is a Marketing Case Study and How Do You
Solve It? Hawthorn, Vic., Swinburne Press, 1992
Legge, J.M. The Competitive Edge - How Innovation Creates and
Sustains the Competitive Advantages of Enterprises. North Sydney,
N.S.W., Allen & Unwin, 1992
Recommended reading
Bonoma, T.V. The Marketing Edge New York, The Free Press, 1985
Day, G.S. Market Dn'uen Strategy. New York, The Free Press, 1990
EF811 New Venture Financial Planning
3 hours per week equivalent City Prerequisite: EF936
Opportunity Evaluation Techniques Assessment: a
combination of personal assignments, group assignments, class
participation and/or exam
A subject in the second year of the Innovation and
Enterprise suite of programs.
Objectives and content
Students who have passed this subject should possess
demonstrable mastery of financial mathematics of the basic
financial principles required for competent financial
analysis, planning and management of a start-up venture.
Students apply those skills by producing a comprehensive
financial plan for a new venture embodied in an accurate
and credible set of projected financial statements suitable for
inclusion in a business plan. Students also acquire the skills
and acumen necessary to evaluate new venture financial
projections from the point of view of a prospective investor.
Finally, the subject provides a broad knowledge of new
venture financing in Australia and a history of venture
capital and the basics of entrepreneurial economics.
The main outcome is the application of skills in practical
financial management. investment analvsis and evaluation of
0
financing alternatives to production of detailed, credible
forecasts embodied in a complex, computerised financial
model. The outputs of the financial model produce the
proforma financial statements used in the business plan.
Recommended reading
Weston, J.F., Brigham, E.F., Essentials ofManageria1 Finance, 10th
edn, Fonh Worth, Dryden Press, 1993
EF814 The Business Plan
3 hours per week equivalent City Prerequisites: EF936
Opportunity Evaluation Techniques, EF938 Commercialising
Innovation, and EF810 New Venture Marketing. Normally,
students are expected to be concumtly undertaking EF811
NW Venture Financial Planning Assessment: a
combination of personal assignments, group assignments, class
participation and/or exam
A second year subject in the Innovation and Enterprise suite
of programs.
Objectives and content
In this 'capstone' subject, students combine and apply the
skills they have acquired in previous subjects by actually
writing a real-world business plan. Students work, under
supervision, in self-selected teams. Each team prepares an
integrated business plan which includes relevant inputs on
opportunity evaluation, market, manufacturing, finance and
management plans. The core of the subject is the ability to
apply strategic concepts to the production of a
comprehensive business plan which integrates all knowledge
gained in all seven previous subjects. The business plan goes
well beyond a basic assessment of commercial feasibility
(which is the hallmark of the Graduate Certificate program).
The plan addresses an entrepreneurial initiative identified by
the team: this may be the commercialisation of an invention
by an established business or the creation of a completely
new business. Real-world planning disciplines are enforced
by involving professional investment consultants in the plan
evaluations. During the semester, students are given the
opportunity to learn from and meet a number of successful
entrepreneurs in a series of lecture and discussion seminars.
Recommended reading
Timmons, J A, New Venture Creation: Entrepreneurship in the
1990's, 4th edn, Irwin, Boston, 1994
EF820G Planning of Training Programs
36 hours over 2 x 2-day block modules (8 hours per day)
City Prerequisites: Nil Assessment: a combination of
personal assignments, group assignments, class participation
and/or exam
A subject in the Graduate Certificate in Training
Management.
Objectives and content
Course participants are provided with the necessary
knowledge, skills and resources for planning training
programs in their own specific organisation. The prime