1997 Swinburne Higher Education Handbook

marketing and marketing people will aid in the
understanding of other disciplines in the Bachelor of
Business as well as providing a strong philosophical
foundation for the vocational study of marketing.
Recommended reading
Stanton, W.J., Miller, K.E., Layton, R.A., Fundamentals of
Marketing, 3rd Aust. edn, Sydney, McGraw-Hill, 1994
Westwood, J., Di Virgilio, P. and Adams, T.J. Study Guide to
Accompany Stanton, Miller, Layton Fundamentals of Marketing, 3rd
edn, Sydney, McGraw-Hill,l994
McColl-Kennedy, J.R., Kiel, G., Lusch, R.F. and Lusch, V.N.,
Marketing Concepts and Strategies, 2nd edn, South Melbourne,
Nelson Australia, 1994
Assael, H., Reed, P., Patton, M.,1995, Marketing Principles and
Strategy, 1st Aust. edn, Harcourt Brace.
Kotler, P., Shaw, R., Fitzroy, P. and Chandler, P., Marketing in
Australia, 3rd edn, Sydney, Prentice Hall, 1993
McCarthy, E.J. and Perrault, W.D., Jnr., Basic Marketing, A
Managerial Approach, 10th edn, Homewood, Irwin, 1990
Pride, W.M. and Ferrell, O.C. Marketing Concepts and Strategies,
7th edn, Boston, Houghton Mifflin, 1991
Stanton, W.J., Miller, K.E. and Layton, R.A., Fundamentals of
Marketing, 2nd Aust. edn, Sydney, McGraw Hill, 1991
Other supporting material will be prescribed when appropriate in
lectures. It is expected that extensive use will be made of the large
collection of relevant material in the library - both texts and
current journals
BM220 Market Behaviour
3 hours per week Hawthorn Prerequisite: BM110 lie
Marketing Concept Assessment: examination & assignmats
A subject in the Bachelor of Business
Instruction in a subject of this nature requires active
participation. The theoretical aspects of consumer behaviour
are supplemented by practical problems through the use of
case studies and fieldwork exercises
This subject is a mandatory requirement for a major
sequence in marketing.
0 bjedives
The objective of this subject is to study the process of choice
in both consumer and business-to-business purchasing
contexts, along with its determinants and its implications for
marketing strategy. At the completion of the subject,
students should have acquired an understanding of:
the process of human decision making;
The three main influences on consumer choice
- the individual consumer
- environmental influence
- market strategy
the main influences impacting on business to business
purchasing decisions
the DMU (Decision Making Unit) or buying centre
organisational factors and constraints
Specific aims:
to allow second-stage students to explore basic human
behaviour concepts and theories, as they relate to
purchasing decisions in both consumer and business to
business marketing areas
to emphasise the practical marketing implications of
those behavioural concepts, by the study of
- consumers as individuals and in groups
- decision-making processes (consumer and
organisational)
- communication across groups - A
- communication and promotion forms
to provide base behavioural knowledge levels, which
allow futher development of marketing knowledge in
later stage subjects.
Recommended reading
Hawkins, Neal and Quester, Consumer Behaviour, Irwin, 1994
BM222 Marketing Planning
3 hours per week Hawthom Prerequisite: BMllO The
Marketing Concept Corequisite: BM220 Market Behaviour
Assessment: examination/assignments
A subject in the Bachelor of Business
This subject is a mandatory requirement for a major
sequence in marketing.
Objectives and Content
The objective of this subject is to examine the concepts of
planning and strategy in marketing, the role and methods of
strategic analysis, as well as issues related to strategy
formulation, implementation and control. It focuses on the
marketing ~lanning process as a key tool in an
organisation's interaction with its environment.
In the highly competitive, volatile and turbulent business
world of the mid-90s it is particularly important for
Australian companies to carefully analyse their strategic
planning, sharpen their business analysis skills and see
beyond the geographical or product based boundaries of the
markets in which they currently compete. Acquiring and
maintaining competitive advantage by having a consistently
superior business/marketing planning system will be one of
the most vital strengths of successful businesses of the
future. This subject gives students the opportunity to
acquire a working understanding of various methods of
marketing planning and the ability to apply them
appropriately in developing and implementing marketing
strategies that respond to the challenges of the environment.
Specific aims:
to allow students to consolidate and develop upon the
concepts developed in BM110;
to enhance students' capacity to critically analyse
business situations from a marketing - viewpoint;
A .
to give students a working understanding of the
methods and concepts of strategy analysis and how these
can be applied in practice;
to expose students to a systematic approach to
developing marketing strategy; and the program
decisions needed to implement the overall marketing
strategy;
to further build students' analytical and communication
skills.
Swinburne University of Technology 1997 Handbook 297