1997 Swinburne Higher Education Handbook

with marketing. These companies did not understand the
meaning of marketing.
What does it mean? The answer is relatively simple: put
yourself inside the skin of your customers and forget
yourself for a while. That in itself is difficult to do, but that
is exactly the difference between cosmetic and real
marketing.
To make this transition involves a rethink on your part.
Instead of thinking on behalf of your customers you have to
learn to listen to your clients, accept what they say at face
value and execute what they want.
At Swinburne we explain the components of a business plan
and marketing's central role in strategy. Students are
introduced to topics such as consumer behaviour, demand
determinants, customer focus, market research, market
planning, product and services management, tourism, retail,
advertising and promotion, international marketing and
cultures.
Students are encouraged to think through problems and to
find their own answers. They are introduced to
understanding thinking processes to ensure that they make
the most of their abilities. Topics like focus, vision,
understanding, creativity, the power to influence the future
are all part of the marketing curriculum.
E:
$ Course structure
d 8 Students undertake a total of twenty-four subjects,
p consisting of core subjects, majors and minors. Students are
3 required to complete at least four subjects at Stage 3 and no
y more than ten subjects at stage 1.
5. Satisfactory completion of the course will require the
5 inclusion of either:
m one maior and two minors; or
f? - one major and one minor; or
L.
-
.< two maiors.
n
s At least one major must be taken from either accounting or
marketing. In addition, students may select majors in media,
psychology, computing or sociology. Some combinations,
for example both psychology and accounting with
professional recognition, will not be possible within the
twenty-four subject structure.
Minors are offered in accounting, business computing,
economics, economics/finance, business law, marketing,
media, psychology and sociology.
A major consists of six subjects post Stage I, with at least
two subjects at Stage 3. For professional recognition in
Accounting or Psychology, students must take subjects as
specified. A minor comprises four subjects post Stage 1 with
at least one subject at Stage 3, except in the case of
Psychology.
Students are required to complete four core subjects in first
year. These are:
LC1100
LCLlOO
LCTlOO
Information Technology
Learning and Communication Behaviour
Science, Technology and Society
LCRlOO Statistics and Research Methods
There are also core business subjects required for this
course. Students are required to complete four of the
following five core business subjects:
LBClOO Accounting 1
LBElOO Microeconomics
LBMlOO The Marketing Concept
LBLlOO Introduction to Commercial Law*
LBH300 Organisations and Management#
'6 To be taken in second year
# To be taken in second year or Stage 3 of the program
In addition students must complete prerequisite subjects for
chosen majors and minors.
Details of maiors and minors
Accounting for Professional Recognition
Stage 1
LBClOO Accounting 1
Stage 2
LBC2OO Computer Accounting Systems
LBC2Ol Corporate Accounting
LBC202 Management Accounting 1
LBC203 Computer Cost Accounting Systems
LBC204 Financial Management 1
Stage 3
LBC300 Accounting Theory
LBC301 Taxation
LBC302 Auditing
In addition the following subjects are required
LCRlOO Statistics and Research Methods
LC1100 Information Technology
LBElOO Microeconomics
LBE2OO Macroeconomics
LBLlOO Introduction to Commercial Law
LBL2OO Company Law
Details of maion
These combinations are recommended. Other combinations
or subject choices may be negotiated.
Accounting
Stage 1
LBClOO Accounting 1
Stage 2
Any four ofi
LBC200 Computer Accounting Systems
LBC2Ol Corporate Accounting
LBC202 Management Accounting 1
LBC203 Computer Cost Accounting Systems
LBC204 Financial Management 1
Stage 3
At least two ofi
LBC300 Accounting Theory
LBC301 Taxation
LBC302 Auditing