1997 Swinburne Higher Education Handbook

A case study with a strongly practical emphasis and
discussion of prescribed articles form a major part of the
course. The emphasis on business report writing is
continued, with more complex reports required. The major
assignment requires creation of an actual marketing plan for
a real organisation.
Framework
t. The structure and process of marketing planning;
t. Sources of information in marketing planning;
t. The external environment; analysis the customer and
the industry;
t. The corporate mission and marketing audit;
t. Analytical tools;
t. Tools in marketing ~lanning;
t. Developing marketing objectives;
Marketing programs,
Product, promotion, distribution and price planning.
Recommended reading
Cravens, D.W. Strategic Marketing. 4th edn, Burr Ridge, Ill.,
Irwin, 1994
Brown, L., Competitive Marketing Strategy. Melbourne, Nelson, 1990
Jain, S.C., Marketing Planning and Strategy. 4th edn, Cincinnati,
Ohio, South Western, 1993
Kotler, P. Marketing Management, Analysis, Planning,
Implementation and Control, 8th edn, Englewood Cliffs, N.J.,
Prentice-Hall, 1994
Other supporting material will be prescribed when appropriate. It
is expected that extensive use will be made of library resources.
BM223 International Marketing
3 hours per week Hawthorn Prerequisite: BM222
Marketing Planning t. Assessment: examination/assignment
A subject in the Bachelor of Business
Note: This subject is equivalent to BM332 International
Marketing. Students who have studied BM332 will not be
permitted to study this subject.
Objectives
The purpose of the subject is threefold. Firstly, it aims to
bring the students to a new awareness of the need to
globalise the Australian economy by increasing its
international competitiveness. Secondly, it exposes the
students to the special features of a global competitive
F environment and to examine the key success factors for
u -. Australian companies in the international arena. Thirdly, it
aims to introduce students to the fundamentals of the
0 international marketing task.
EL
r Specific aims:
to examine the Australian global competitiveness in the
1990s with the aim of helping students to understand the
reasons and consequences of globalisation for the
Australian economy in general, and Australian
companies in particular;
to examine the international strategic diamond and the
key success factors of international involvement;
t. to examine the major elements in an international
environment using the PEST (political, economic, socio-
cultural and technological) framework, and to
incorporate the analysis in the international marketing
planning process;
t. to examine the EPRG schema (ethnocentric, ~ol~centric,
regiocentric, geocentric) in the formulation of
international marketing strategies.
to study the issues related to customisation
(standardization of the international marketing
-
mix)
.
to explore criteria ans methods used in selecting
overseas markets and choosing optimal marketing entry
modes
Recommended reading
Czinkota, M.R. and Ronkainen, I.A. International Marketing,
Fortworth, The Dryden Press, 1995
BM330 Product Management
3 hours per week t. Hawthorn Prerequisite: for marketing
major BM222 Marketing Planning and BQ227 Marketing
Research 2 OR for marketing minor BM222 Marketing Planning
Assessment: assignment and test
A subject in the Bachelor of Business
This subject is a mandatory requirement for a major
sequence in marketing.
0 b jectives
Students enrolling in this subject come prepared with an
understanding of basic marketing concepts, from first year
studies which have in turn been enriched at second year
level with the subjects Market Behaviour and Marketing
Planning.
The objective of this subject is to enable students to apply
their marketing knowledge to the specific area of product
management. Specific objectives address the subject from the
management approach, with a lesser emphasis on other
approaches such as economic, technical or purely creative.
These areas are not ignored but they are treated as
contributory disciplines.
Content
t. to explore the meaning, importance and function of the
product management role in business today;
to examine the impact of product management practices
on the development of goods and services based
products.
to examine the range of concept-generating techniques
used for new product development;
to examine the means of evaluating new product ideas;
to examine the preparation of a product, a product
launch plan and its importance as a marketing control
tool for new products, product maintenance and
product 're-launches';
to understand the importance of
-product positioning within the target
marketing process
- branding
- packaging
and the importance of successful working relationships