Please note - Swinburne University of Technology

Case studies
Case studies 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 proces 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.
Marketing programs.
Product, promotion, distribution and price planning.
Marketing challenges In 90's.
Textbooks
Cravens, D.W. Strategic Marketing. 3rd ed. (Internation), Homemad,
Ill.: Irwin, 1991
References
Cohen, W.A.. The Practice of Marketing Management Analysri
Planning and Implementation. 2nd ed, New York: Maxwell Macmillan
Int., 1991
Jain, SC., Marketing Planning and Strategy 3rd ed, Cincinnat~: South
Western, 1990
Other supporting material will be prescribed when appropriate. It is
expected that extensive use will be made of library resources
BM330 Product Management
No. of hours per week: three hours
-n
1~ Prerequisites: BM22l Marketing Research and
n
c
BM222 Marketing Strategy
u" Instruction: lecturehutorial
0, Assessment: to be advised
The course 'Product Management' is a third year unit in the
5. Bachelor of Business undergraduate degree course.
$ Subject aims
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 Strategy.
The objective of this unit is to enable students to apply their
marketing knowledge to the specific area of product
management. Within this broad unit objective, there are a
number of specific objectives. These specific objectives
address the unit 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.
Specific aims include:
to explore the meaning, importance and function of the
product management, role in business today;
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, or 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 understand the importance of successful working
relations within the organisation, particularly with sales,
production, supply and research and development, in the
product development process.
Textbook
Crawford, C. M. New Products Management. 3rd ed, Homewood,
Illinois: Irwin, 1991
BM331 Services Marketing and Management
No. of houn per week: three hours
Prerequisite: BM222 Marketing Strategy
Instruction: lecturehutorial
Assessment: examinationlassignments
Subject aims and description
The services business is the fastest growing sector nationally
as well as globally. This unit explores the major differences
between the marketing of services as distinct from product
marketing, and aims at providing students with special skills
required to develop marketing strategies in service
businesses.
Framework
Distinctive aspects of service marketing.
Consumer behaviour in the service industry.
Special implementation problems in the service industry.
Investigating a service industry of your choice (e.g. financial
services, hospital services, insurance industry, catering
services, etc.).
Reference
helock, C.H. Services Marketing. 2nd ed, Englwvood Cliffs. N.J.:
Prentice-Hall, 1991
BM332 lnternational Marketing
No. of houn per week: three hours
Prerequisite: BM222 Marketing Strategy
Instruction: lecturehutorial
Assessment: examinationlassignments
Subject aims
The aim of the unit is to introduce the students to the
basics of international business, from an Australian point of
view. The place of Australia in a global economy is stressed
throughout the unit. The increasing need for Australia to be
competitive in a changing global economic environment is
explored against the political-legal, economic, socio-cultural
and technological factors affecting the world in general, and
the Pacific Rim in particular.
Specific aims include:
to provide a framework for international marketing and
for the role of the marketer in an international setting;
to raise awareness of the opportunities in international
trade (particularly export) and to examine some of the
obstacles;
to examine some of the most unusual aspects of the
economic environment of the international operator;
to enable students to understand the special nature of
international marketing and the social and cultural
difference in the international environment that
influences its operations.
References
Cateora, PR. lnternational Marketing. lnternational ed, Homewood, Ill:
Irwin. 1990
Onkvisit, 5. and Shaw. J.J., International Marketing: Analysis and
Strategy Maxwell Macmillan lnternational Editions, 1990
Ohmae, K., The Borderless Mrld. New York: Harper Business, 1990