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the role of the marketing function. This understanding of
marketing and marketing people will aid in the understanding
of other disciplines in the Bachelor or Business as
wII as providing a strong philosophical foundation for the
vocational study of marketing, either as an elective sequence
or as part of the Marketing or Economics-Marketing stream.
Textbooks
McColl-Kennedy, J.R., Kiel, G., Luxh, R.F. and Lusch, V.N., Marketing
Concepts and Strategies, South Melbourne: Nelson Australia, 1992
Students are required to purchase 'The Marketing Concept' book, a
comprehensive guide to the course, tutorials and assignments.
References
Boone, L.E. and Kurtz, D.L., Marketing Concep& and Strategies, 7th
ed, USA: The Dryden Press, 1989
Kotler, C, Shaw, R., Fitzray, C and Chandler, I?, Marketing in Australia,
2nd ed, Sydney: Prentice Hall of Australia, 1989
McCarthy, E.J. and Perrault, W.D., Jnr., Basic Marketing, A Managerial
Appmach, 1Mh ed, Homwvood: Irwin, 1990
Pride, W.M. and Ferrell, O.C. Marketing Concepts and Strategies, 7th
ed, Boston: Houghton Mifflin, 1991
Stanton, W.J., Miller, K.E. and Layton, R.A., Fundamentals of
Marketing, 2nd Australian ed. Sydney: McGraw Hill, 1991
Other supporting material will be prescribed when appropriate, in
lectures. It is expected that extensib? use will be made of the large
collection of relevant material in the libraly - both texts and current
journals
~ ~ 2 2 Market 0 Behaviour
No. of hours per week: three hours
Prerequisite: BM 110 The Marketing Concept
Instruction: in a course of this nature active
participation is essential. The theoretical aspects
of consumer behaviour are supplemented by
practical problems through the use of case
studies and fieldwork exercises
Assessment: examinationlassignrnents
This unit is a mandatory requirement for the Bachelor of
Business (Marketing) and Bachelor of Business
(EconomicslMarketing). It can be taken as an elective in
other courses.
Subject aims
The objective of this unit is to study the process of
consumer choice, its determinants and its implications for
marketing strategy. At the completion of the unit, students
should have acquired an understanding of:
the process of human decision making, and;
understand the three main influences on consumer
choice:
- the individual consumer
- environmental influence
- market strategy
Textbook
Assael, H. Consumer Behaviour and Markering Action. 3rd ed,
Boston: Kent Publishing Co., 1987
BM22l Marketing Research
No. of hours per week: three hours
Prerequisites: BM220 Marketing Behaviour and
84221 Marketing Data Management or BE205
Economic Techniques for Business. Unless
students study BM222 Marketing Planning and
BM221 Marketing Research concurrently, BM222
is a prerequisite for BM221.
Instruction: lecture and tutorial sessions will be
interrelated and will be split approximately 50150.
The experience of several guest lecturers will be
drawn upon to illustrate practical applications of
course material. Additionally, logbooks, project
submissions and class presentations will form
part of the learning process
Assessment: examinationlassignments
Subject aims
This unit is designed to extend the knowledge and skills
gained from the prerequisites with particular emphasis on
the gathering and analysis of data to provide information
required for marketing decisions. It is aimed at those
individuals who use marketing research as an aid to better
decision-making by giving an insight, via hands-on
experience, of how marketing research is carried out.
Subject description
Marketing research as an aid to decision-making.
Plan a marketing research project.
Develop and write a proposal.
Secondary and primary research.
Collection of information: qualitative and quantitative
methods, questionnaire design, sampling.
Data analysis: introduction to using computer packages.
Writing and presenting a report.
Ethical issues in marketing research.
Text books
To be advised
BM222 Marketing Planning
No, of hours per week: three hours
Prerequisite: BMZZO Market Behaviour
Instruction: ledure/tutorial
Assessment: examinationlassignments
Marketing Strategy is a mandatory unit in the economicsmarketing,
and marketing streams and an elective unit in
the accounting and computing streams.
Subject aims and description
The objective of this unit is to examine further marketing
concepts at a more complex level, focusing on the marketing
planning process as a key tool in an organisation's
interaction with the environment.
Specific aims:
to allow students to consolidate and develop upon the
concepts developed in BM 110 and BM22O;
to enhance students' capacity to critically analyse
business situations from a marketing viewpoint;
to give the students a working understanding of the
methods and concepts of strategy analysis and how
these can be applied in practice;
to expose the students to a systematic approach to the
development of marketing strategy; and the program
decisions needed to implement the overall marketing
strategy;
to further build students' analytical and communication
skills.