Please note - Swinburne University of Technology

Textbooks
Preliminary Reading
Magaziner, I. and Patinkin, M. The Silent War: Inside the Global
Business Battles Shaping America's Future. New York, Random
House, 1989
The Economist, 'The Overseas Chinese: A Driving Force', July 18,
1992, pp. 2 1-24
Course reading
Bello, W. and Rosenfeld, S., Dragons in Distress: Asia's Miracle
Economies in Crisis. London, Penguin Books, 1992
Business Council of Australia, Australian Business in Asia: Climbing
the Mountains. Melbourne, Business Council of Australia, 1992
References
Australia's Bilateral Trade and International Investment. Canberra,
Department of Foreign Affairs and Trade, 1992
Berger, P. L. and Hsiao, M. (eds), In Search of an East Asian
Development Model. Brunswick, N.J., Transaction Inc., 1988
Department of Foreign Affairs and Austrade, Australia's Business
Challenge: Southeast Asia in the 1990s. Canberra, Australian
Government Publishing Service, 1992
Garnaut, Ross. Australia and the Northeast Asian Ascendant)!
Canberra, Australian Government Publishing Service, 1989
~ ~ 3 3 9 Marketing Channel Management
No. of hours per week: three hours
Prerequisites: EM222 Marketing Strategy and
EM221 Marketing Research
Instruction: lectureltutorial
Assessment: examination/assignments
Retail Marketing is an elective subject in the marketing
stream of the Bachelor of Business.
Subject aims
The subject aims to provide an overview of retailing from a
management perspective by providing a range of specialist
skills not covered in other subjects 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 overseas;
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
BM~OO
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-disciplinary approach, students may,
subject to approval, undertake selected honours-level
coursework subjects from other schools, divisions or
institutions provided that they show the relevance of these
coursework subjects 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 subjects by the offering school.
Students must submit their proposal to the Marketing
Honours Convener 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 Droaram of advanced studv which
will consist of supervised readkgs and seminar parti;ipation
which is designed to broaden and add depth to the student's
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
be 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 competitive 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
This subJect covers the same body of knowledge and the
same a~proach as the subiect BM501 Marketina
~ana~ement 1 in the ~raduate 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. ProducV
service 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. Introduction to marketing strategy.
I