1996 Swinburne Higher Education Handbook

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formulation, implementation and control. It focuses on the
marketing planning process as a key tool in an
organisation's interaction with its environment.
In the highly competitive, volatile and turbulent business
world of the mid-90s it is particularly important for
Australian companies to carefully analyse their strategic
planning, sharpen their business analysis skills and see
beyond the geographical or product-based boundaries of the
markets in which they currently compete. Acquiring and
maintaining competitive advantage by having a consistently
superior business/marketing planning system will be one of
the most vital strengths of successful businesses of the
future. This subject gives students the opportunity to
acquire a working understanding of various methods of
marketing planning and the ability to apply them
appropriately in developing and implementing marketing
strategies that respond to the challenges of the environment.
Specific aims:
to allow students to consolidate and develop upon the
concepts developed in LBMlOO and LBM200
to enhance students' capacity to critically analyse
business situations from a marketing viewpoint;
to give students a working understanding of the
methods and concepts of strategy analysis and how these
2 can be applied in practice;
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2 to expose students to a systematic approach to the
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t; develbpment of marketing strategyiind the prrogram
decisions needed to implement the overall marketing
strategy;
to further build students' analytical and communication
skills.
Case studies
A case study and discussion of prescribed articles form a
major part of the course. The emphasis on business
report writing is continued, with more complex reports
required. The major assignment requires critical
assessment of the marketing planning process in an
organisation.
Framework
The structure and process of marketing planning;
sources of information in marketing planning;
the external environment analysis the customer and the
industry;
the corporate appraisal;
analytical tools;
tools in marketing planning;
developing marketing objectives;
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marketing programs;
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product, promotion, distribution and price planning.
Recommended reading
Cravens, D.W. Stratefic Marketing. 4th edn, Burr Ridge, Ill.,
Irwin, 1994
Brown, L., Competitive Marketing Strategy. Melbourne, Nelson,
1990
Jain, S.C., Marketing Planning and Strategy. 4th edn, Cincinnati,
Ohio, South Western, 1993
Kotler, P. Marketing Management, Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs, N.J.,
Prentice-Hall, 1994
Other supporting material will be prescribed when appropriate. It
is expected that extensive use will be made of library resources
LBM300 Product Management
3 hours per week Lilydale Prerequisite: For marketing
major: LBM202and LBQ2OO. For marketing minor: LBM202
Assessment: assignment and test
A stage 3 subject in the Bachelor of Business and Bachelor of
Social Science
This subject is a mandatory requirement for a major sequence
in marketing.
Objectives
Students enrolling in this subject come prepared with an
understanding of basic marketing concepts, from first year
studies, that have in turn been enriched at second year level
with the subjects Market Behaviour and Marketing
Planning.
The objective of this subject is to enable students to apply
their marketing knowledge to the specific area of product
management. Within this broad subject objective, there are a
number of specific objectives. These specific objectives
address the subject from the management approach, that is
to say, with a lesser emphasis on other approaches such as
economic, technical or purely creative. These areas are not
ignored but they are treated as contributory disciplines.
Content
to explore the meaning, importance and function of the
product management role in business today;
to examine the impact of product management practices
on the development of goods and services based
products;
to examine the range of concept-generating techniques
used for new product development;
to examine the means of evaluating new product ideas;
to examine the preparation of a product, a product
launch plan and its importance as a marketing control
tool for new products, product maintenance and
product 're-launches';
to understand the importance of product positioning
within the target marketing process, branding,
packaging;
and the importance of successful working relationships
with advertising, marketing, research, promotion
agencies, etc. in the product management process;
to explore the international aspects of product
management.
to understand the importance of successful working
relations within the organisation, particularly with sales,
production, supply and research and development, in
the product development process.
Recommended reading
Crawford, C. M. New Products Management. 3rd edn,
Homewood, Illinois, Irwin, 1991