1996 Swinburne Higher Education Handbook

LBMl00 The Marketing Concept
3 hours per week Lilydale Prerequisite: nil Assessment:
examination, assignments, presentation, class exercise
A stage 1 subject in the Bachelor of Business and Bachelor of
Social Science
Objectives and Content
This subject explores basic business and marketing concepts
from a variety of perspectives. The objective is the
understanding of key concepts upon which to build a
framework for the integration of a variety of ideas on
business-customer exchanges and the role of the marketing
function.
The subject provides common year students with a series of
lectures, tutorial exercises and assignments designed to give
them an opportunity to explore basic business and
marketing concepts from a variety of perspectives. Related
issues of concern to non-profit organisations are also
explored.
Particular emphasis is given to the role marketing plays in
the organisation's process of adaption to its environment,
relationships between organisations and their clients, and in
the formulation of management policies that impact on
other functions such as accounting, operations, and research.
At the end of the subject, the successful student will have
acquired an understanding of key concepts upon which to
build a framework for the integration of a variety of ideas
on business-customer exchanges and an understanding of the
role of the marketing function. This understanding - of
marketing and markiting people will aid in the
understanding of other disci~lines in the Bachelor of
Business as will as providing a strong philosophical
foundation for the vocational study of marketing.
Recommended reading
Stanton, W.J., Miller, K.E., Layton, R.A., 1994, Fundamentals of
Marketing, 3rd edn, Sydney, McGraw-Hill.
Westwood, J., Di Virgilio, P. and Adams, T.J. Study Guide to
Accompany Stunton, Milk, Layton Fundamentals of Marketing, 3rd
edn, Sydney, McGraw-Hill,l994
McColl-Kennedy, J.R., Kiel, G., Lusch, R.F. and Lusch, V.N.,
Marketing Concepts and Strategies, 2nd edn, South Melbourne,
Nelson Australia, 1994
Assael, H., Reed, P., Patton, M., Marketing Principles and
Strategy, 1st Aust. edn, Harcoun Brace, 1995
Kotler, P., Shaw, R., Fitzroy, P. and Chandler, P., Marketing in
Australia, 3rd edn, Sydney, Prentice Hall, 1993
McCarthy, E.J. and Perrault, W.D., Jnr., Basic Marketing, A
Managerial Approach, 10th edn, Homewood, Irwin, 1990
Pride, W.M. and Ferrell, O.C. Marketing Concepts and Strategies,
7th edn, Boston, Houghton Mifflin, 1991
Stanton, W.J., Miller, K.E. and Layton, R.A., Fundzmentals of
Marketing, 2nd Australian edn, Sydney, McGraw Hill, 1991
Other supporting material will be prescribed when appropriate,
in lectures. It is expeaed that extensive use will be made of the
large collection of relevant material in the library - both texts and
current journals
LBMZOO Market Behaviour
3 hours per week Lilydale Prerequisite: LBMlOO
Assessment: examination/assignments
A stage2 subject in the Bachelor of Business and Bachelor of
Social Science
Instruction in a subject of this nature active participation is
essential. The theoretical asDects of consumer behaviour are
supplemented by practical iroblems through the use of case
studies and fieldwork exercises
This subject is a mandato y requirement for a major sequence
in marketing.
Objectives
The objective of this subject is to study the process of choice
in both consumer and business-to-business purchasing
contexts, along with its determinants and its implications for
marketing strategy. At the completion of the subject,
students should have acquired an understanding of:
the process of human decision making;
The three main influences on consumer choice;
the individual consumer;
environmental influence;
market strategy;
the main influences impacting on business-to-business
purchasing decisions;
the DMU (Decision Making Unit) or buying centre;
organisational factors and constraints;
to allow second-stage students to explore basic human
behaviour concepts and theories, as they relate to
purchasing decisions in both consumer and business-tobusiness
marketing areas;
to emphasise the practical marketing implications of
those behavioural concepts, by the study of - consumers
as individuals and in groups;
decision-making processes (consumer and
organisational);
communication across groups;
ommunication and promotion forms;
to provide base behavioural knowledge levels, which
allow futher development of marketing knowledge in
later stage subjects.
Recommended reading
Hawkins, Neal and Quester, Consumer Behaviour, Irwin, 1994
LBM201 Marketing Planning
3 hours per week Hawthorn Prerequistite: LBMlOO
LBMZOO Assessment: examination/assignments
A stage 2 subject in the Bachelor of Business
Marketing Planning is a mandatory subject in the economicsmarketing,
and marketing streams and an elective su4ect in
the accounting and computing streams.
Objectives and Content
The objective of this subject is to examine the concepts of
planning and strategy in marketing, the role and methods of
strategic analysis, as well as issues related to strategy