1997 Swinburne Higher Education Handbook

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;
communication and promotion forms;
to provide base behavioural knowledge levels, which
allow futher development of marketing knowledge in
later stage subjects.
Recommended reading
Assael, H. Consumer Behavour and Marketing Action, Cincimatti,
South-Western, 1995
Hawkins, Neal and Quester, Consumer Behaviour, Irwin, 1994
LBM2Ol Marketing Planning
3 hours per week Hawthorn Prerequisite: LBMlOO and
LBM2OO Assessment: examination, assignments
A stage 2 subject in the Bachelor of Business which also
maybe taken in the Bachelor of Social Science and Bachelor
of Applied Science.
Marketing Planning is a mandatory subject in the economicsmarketing,
and marketing streams and an elective subject in
the accounting and computing streams.
Objectives and Content
The objective of this subject is t~ 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 planning process as a key tool in an
organisation's interaction with its environment.
In the highly competitive 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 LBMlOO and LBM200
to enhance students' capacity to critically analyse
business situations from a marketing viewpoint;
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 the
development of marketing strategy; and the program
decisions needed to implement the overall marketing
strategy;
to further build students' analytical and communication
skills.
Case studies
A case study 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 critical
assessment of the marketing planning process in an
organisation.
Framework
The structure and process of marketing planning;
sources of information in marketing planning;
the external environment analysis the customer and the
industry;
the corporate appraisal;
analytical tools;
tools in marketing ~lanning;
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
LBMBOO Product Management
3 hours per week Lilydale Prerequisite: For marketing
major: LBM200 and LBQ200. For marketing minor: LBM2OO
Assessment: assignment and test Tbis subject is a
mandatory requirement for a major sequence in marketing.
A stage 3 subject in the Bachelor of Business which also
maybe taken in the Bachelor of Social Science and Bachelor
of Applied Science.
Objectives
Students enrolling in this subject come prepared with an
understanding of basic marketing concepts, from first year
studies, that 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. Within this broad subject objective, there are a
number of specific objectives. These specific objectives
address the subject from the management approach, that is
to say, with a lesser emphasis on other approaches such as
economic, technical or purely creative. These areas are not
ignored but treated as contributory disciplines.
Swinburne University of Technology 1997 Handbook 41 1