Please note - Swinburne University of Technology

BM333 Communications Strategy
No. of hours per week: three hours
Prerequisites: BM222 Marketing, Strategy. and
BM221 Marketing Research
Instruction: lecturehutorial
Assessment: examinationlassignments
This unit is an elective subject for the degree course in
Business.
Subject aims
This is not a course about how to create advertisements, It is
not a course in headline writing, television direction,
typography, radio production or any of the other wide range
of creative skills which contribute to the success of any
advertising company.
This unit is about the underlying process of advertising; it is
about the principles which are involved in developing sound
advertising strategies and effective executions of these
strategies.
Subject description
Topics include:
introduction to advertising;
the communication process;
planning the advertising budget;
inside an advertising agency;
advertising media issues;
public relations and publicity;
sales promotion;
direct marketing;
international advertising;
evaluating advertising effectiveness.
Textbook
Govoni, N., Eng, R. and Galper, M. Promotional Management Issues
and Perspectives. Englewood Cliffs: Prentice-Hall, 1988
References
Gwoni, N., Eng, R. and Galper, M. Promotional Management: luues
and Perspectives. Englewood Cliffs: Prentice-Hall, 1988
~ ~ 3 3 Retail 4 Marketing
No. of hours per week: three hours
Prerequisites: BM222 Marketing Strategy and
BM22l Marketing Research
Instruction: lecturehutorial
Assessment: examination/assignments
Retail Marketing is an elective unit in the marketing stream
of the Bachelor of Business.
Subject aims
The unit aims to provide an overview of retailing from a
management perspective by providing a range of specialist
skills not covered in other units but which are particularly
relevant to retailing in Australia in the 1990s.
Subject description
Topics include:
the retail environment in Australia;
major changes occurring in retailing mrseas;
planning the retail marketing mix;
the role of research in retailing;
location decisions;
the role of the retail buyer;
retail buyer behaviour;
merchandising strategies;
franchising.
Textbooks
To be advised
References
To be advised
BM336 European Business Studies
No. of hours per week: three hours
Prerequisite: BM222 Marketing Strategy
Instruction: lecture/tutorial
Assessment: examinationlassignments
The subject is a third-year marketing elective unit.
Subject aims
The objective of this unit is to enable students to apply their
marketing knowledge to date to the West European markets
of Britain, France, Germany and Italy, and to do so within
the context of the broader European community, Europe in
general, and Australia's relative capacity to market products
to these regions.
The subject explores the differences and similarities that exist
between these cultures and our own by developing a series
of national and regional profiles, specifically for Britain,
France, Germany and Italy. Students are encouraged to take
these profiles and apply them to the overseas marketing of
Australian products of export potential to these four
European countries.
The emphasis is on understanding the cultural elements of
these four European countries as an essential pre-condition
to the successful marketing of Australian produds to
European markets.
Reference
Quelch, J.A. et al. The Marketing Challenge of Europe, 1992.
Reading. Mass.: Addison Wesley, 1991
BM400 Marketing Honours
Students should seek advice from the appropriate Marketing
staff when formulating their discipline-specific course of
study and their research project proposal.
To encourage a multi-discipline approach, students may,
subject to approval, undertake selected honours-level
coursework units from other departments, faculties, or
institutions provided that they show the relevance of these
coursework units to their proposed area of research. Such
arrangements are subject to the student having any
necessary prerequisite studies and may be subject to any
quotas imposed on these units by the offering department.
Students must submit their proposal to the Marketing
Honours Convenor for approval prior to the commencement
of their honours program. Approval for a student's disciplinespecific
course of study and research project proposal shall
be subject to the availability of any necessary resources and
the availability of appropriate staff supervision.
Advanced Studies in Marketing
Students will undertake a program of advanced study which
will consist of supervised readings and seminar participation
which is designed to broaden and add depth to the
studentas understanding of contemporary marketing issues
relevant to Australia and its global competitiveness. Attention
will be focused on two areas in particular: the marketing of
services and international marketing. The reading and
seminar program will support the student in carrying out
their marketing research project.
Marketing Honours Research Project
Students will be expected to undertake a substantial research
project in either the marketing or services or in international
marketing. Potential areas for research will reflect staff
expertise within the department and could include market
behaviour, marketing strategy and planning, communication,
marketing research and business policy. Research projects will
be supervised within a group seminar setting and students
will be required to participate in class presentations at
progressive stages in their research program. Students will