1997 Swinburne Higher Education Handbook

with advertising, marketing, research, promotion
agencies, etc. in the product management process;
to explore the international aspects of product
management.
to understand the importance of successful working
relations within the organisation, particularly with sales,
production, supply and research and development, in
the product development process.
Recommended reading
Crawford, C. M. New Products Management. 3rd edn,
Homewood, Illinois, Irwin, 1991
BM331 Services Marketing and Management
3 hours per week Hawthorn Prerequisite: for marketing
major BM222 Marketing Planning and BQ227 Marketing
Research 2 OR for marketing minor BM222 Marketing Planning
Assessment: examination, assignments, chs presentation
A subject in the Bachelor of Business
This subject is a mandatory requirement for a major
sequence in marketing.
0 bjectives
The services business is the fastest growing sector nationally
as well as globally. This subject explores the major
differences between the marketing of services as distinct
from product marketing, and aims at providing students
with special skills required to develop and implement
marketing strategies in service businesses.
Content
distinctive aspects of service marketing;
market research in services environment;
service encouter management
understanding and developing design for existing and
new servlces
communication and services;
demand management;
understanding the meaning of quality and its determinants
relationship marketing;
managing service culture;
implementing the service strategy;
international services and its future;
Recommended reading
Palmer, A,, Principles of Services Marketing, London, New
York,McGraw-Hill , 1994.
BM333 Communications Strategy
3 hours per week Hawthorn Prerequisite: BM222
Marketing Planning and BQ226 Marketing Research 1
Assessment: examination, assignment, class presentations
This subject is an elective subject for Bachelor of Business.
0 b jedives
This is not a course about how to create advertisements.
Rather it draws together the various marketing units and
looks at:
the various strategies employed when communicating
with customers; and
provides students with the necessary skills to develop
and evaluate effective communication strategies
Content
To~ics include:
the communication process;
planning the communication budget;
inside an advertising agency;
advertising media issues;
public relations and publicity;
sales promotion;
direct marketing;
international advertising;
evaluating the effectiveness of the communication
strategy.
Recommended reading
Belch, G.E. and Belch, M.A.Introduction to Advertising and
Promotion: An Integrated Marketing Communications Penpective.
3rd edn, Chicago, Ill, Irwin, 1995
BM336 European Business Studies
3 hours per week Hawthorn Prerequisite: BM223
International Marketing Assessment: final test, assignments
A subject in the Bachelor of Business
Ob jedives
The objective of this subject is to enable students to advance
and apply their marketing knowledge to a number of
European national markets, and to do so within the context
of Australia's relative capacity to market products to these
regions.
Content
The subject explores the differences and similarities that
exist between some of the European business cultures and
business environments and our own, and their practical
meaning for a marketer. Students are encouraged to apply
their newly acquired knowledge in examining the options in
marketing Australian products or services in Europe. In
particular, they are required to select the market which
would have the highest sales potential for their product/
service and choose the optimal market entry mode. The
countries to be covered will be selected from a pool of six
countries: Germany, Great Britain, France, Hungary, Italy
and Poland. The emphasis is on understanding the business
culture and environmental elements of the European
countries selected as an essential precondition to the
successful marketing of Australian products to European
markets.
European Business Studies aims to develop a number of
practical international marketing skills of critical
significance for graduates' international business careers.
Recommended reading
Mole, J. When in Rome: A Business Guide to Culture and
Customers in Twelve European Countries, New York, Amacorn,
1991
Randlesome, C. et al. Business Cultures in Europe, Oxford,
Butterworth and Heinemann, 1993
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