Please note - Swinburne University of Technology

e expected to submit their research project in the form of a
written dissertation of approximately 15,000 words in
length.
Students intending to complete their degree with honours
must apply for entry into the honours year by the end of
their three-year degree.
Note that entry into the honours year is competitiw and the
number of places is subject to a quota.
BM~OI Marketing Management
Instruction: emphasis is shared between
theoretical consideration and practical problems.
Throughout the course students are expected to
participate actively through the use of case
studies and the presentation of group and
individual assignments
Subject aims
The unit BM401 covers the same body of knowledge and
the same approach as the unit BM501 Marketing
Management 1 in the Graduate Diploma in Business
Administration.
The program introduces students to the role of marketing as
part of the overall business function, and consists of a series
of lectures dealing with the fundamentals of marketing,
marketing planning, consumer behaviour and approaches to
looking for market opportunities.
Subject description
Consumer behaviour - consumption and expenditure
patterns, the buying process; market segmentation.
Productkervice policy - life cycle and adoption process,
planning; differentiation, packaging and branding. Pricing
g policy - cost, demand, resources considerations;
n
competition. The communications mix - advertising;
r" promotion; personal selling. Distribution policy - channel
% selection; physical distribution. lntroduction to marketing
w strategy.
G. Textbooks
Stanton. W., Miller, K. and Layton, R., Fundamentals of Marketing.
2nd ed. Sydney: McGraw Hill, 1991
References
Current business journals
~ ~ 5 0 Marketing 1 Management 1
Prerequisites: nil
Instruction: emphasis is shared between
theoretical consideration and practical problems.
Throughout the course students are expected to
participate actively through the use of case
studies and the presentation of group and
individual assignments
Subject aims and description
The program introduces students to the role of marketing as
part of the overall business function, and consists of a series
of lectures dealing with the fundamentals of marketing,
marketing planning, consumer behaviour and approaches to
looking for market opportunities.
Course framework
Consumer behaviour - the buying process; market
segmentation. Product policy - life cycle and adoption
process, planning; differentiation, packaging and branding.
Pricing policy - cost, demand, resources considerations;
competition. The communications mix - advertising;
promotion; personal selling. Distribution policy - channel
selection; physical distribution. lntroduction to marketing
strategy.
Textbooks
Details will be provided at the first session
Reference
Cravens, D.W., Lamb, C.W. Jnr. Strategic Marketing: Cases and
Applications. 3rd ed, Homwd: Irwin Inc., 1991
BM601 Marketing Management 2
Prerequisites: BM501 Marketing Management 1,
BQ504lBQ505 Quantitative Methods, and BE501
Economics
Instruction: particular emphasis is placed upon
the use of case studies to complement the
lecture material. Students are expected to
participate actively throughout the semester, and
are required to present both individual as well as
group assignments
A second-year subject in the Graduate Diploma in Business
Administration.
Subject aims and description
This unit builds upon the knowledge that students have
gained from Marketing Management 1, especially in respect
of the marketing concept, the marketing planning process
and the elements of the marketing mix.
The aim of this unit is therefore to study various issues in
marketing with special reference to:
the fundamentals of marketing research;
identifying the value of additional information and how
this information can be used;
industrial and services marketing;
the practical and theoretical issues of international
marketing;
involving the student in practical issues through the use
of case studies, assignments and group presentations.
Course framework
The main topics include:
marketing research: costs and benefits, marketing
research strategy, evaluation of results;
international business.
Textbooks
Nil
References
Topic reference will be given in class for the specific marketing
applications covered
BM602 Strategic Management
Prerequisites: nil
A fourth semester subject in the graduate diploma in
management systems.
Subject aims
The course provides students with an understanding of the
management problems involved in developing strategic
policies for organisations in both the public and private
secton.
The student is given a practical understanding of how the
strategic planning process works, how corporate objectives
are dewloped and how these are translated into strategic
plans.
Emphasis is shared between theoretical considerations, the
practical problems of case studies and discussions of
prepared readings to help students learn how to employ
strategy in selecting appropriate administrative policies and
in securing their effective implementations.
Students are expected to participate actively during the
semester and are required to present individual and group
presentations.
Textbooks
Detail will be provided at the first session