1997 Swinburne Higher Education Handbook

Content
i- to explore the meaning, importance and function of the
product management role in business today;
i- to examine the impact of product management practices
on the development of goods and services based
products;
i- to examine the range of concept-generating techniques
used for new product development;
i- to examine the means of evaluating new product ideas;
i- 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';
i- to understand the importance of product positioning
within the target marketing process, branding,
packaging;
i- and the importance of successful working relationships
with advertising, marketing, research, promotion
agencies, etc. in the product management process;
i- to explore the international aspects of product
manaKement. -
i- 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
LBM3Ol Services Marketing and Management
3 hours per week i- Lilydale i- Prerequisite: For marketing
major: LBM202 and LBQ2Ol For marketing minor: LBM202
Assessment: examination/assignments, case study work i-
This subject is a mandatoy 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.
0 b jectives
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
V,
c from product marketing, and aims at providing students
0-
5. with special skills required to develop and implement
2
marketing strategies in service businesses.
2. Content
i- distinctive aspects of service marketing;
i- market research in services environment;
i- communication and services;
i- demand management;
i- service quality;
i- managing service culture;
i- implementing the service strategy;
i- international services and its future;
i- investigating a service industry of your choice (e.g.
financial services, hospital services, insurance industry,
catering services, etc.).
Recommended reading
Palmer, A., Principles of Seruices Marketing, McGraw-Hill Book
Company, Berkshire, 1994
LBQ200 Marketing Research 1
3 houn per week i- Lilydule i- Prerequisite: LBMl 00 and
LBM200 i- Corequisite: LBM201 i- Assessment: presentation,
assignment, examination This subject is a mandato y
requirement for a major sequence in marketing.
A stage 2 subject in the Bachelor of Business which also
maybe taken in the Bachelor of Social Science and Bachelor
of Applied Science.
Objectives and Content
This subiect introduces the theorv and oractice of research
I '
in a marketing environment. The main focus of the unit is
the application of theory to the design and partial conduct
of a major research assignment, and an evaluation of student
experiences. Students will design and test a quantitative data
collection instrument and develop the necessary skills to use
SPSS for Windows software to analyse the data gathered.
The subject leads into BQ227 Marketing Research 2 in
which students actually undertake the major fieldwork and/
or analyse the data collected from this subject.
Recommended reading
Malhotra, N., Marketing Research: An Applied Orientation,
Prentice Hall, 1993
SPSS kc.,+ SPSS for Windows Release 6.0 Student Version,
Prentice Hall, 1993
LBQ201 Marketing Research 2
3 hoursper week Lilydale i- Prerequisite: LBQZOO i-
Assessment: syndicate assignment, examination i- This subject
is a mandato y requirement for a major sequence in
marketing.
A stage 2 subject in the Bachelor of Business which also
maybe taken in the Bachelor of Social Science and Bachelor
of Applied Science.
Objectives and Content
This subject builds on the preliminary work undertaken in
the subject Marketing Research 1. It takes the research task
from the initial data analysis and verification stage through
to the report phase.
This subject will:
i- focus on the implementation of the survey instrument
developed in BQ226, to demonstrate the complete
marketing research process;
i- require students to carry out marketing research
fieldwork, including developing a sampling plan, pilot
testing and interviewing;
i- focus on editing data entry and validation of the
marketing research data collection;
i- require students to develop a data analysis plan, for
reporting the results of the study;
i- develop the necessary skills to use an appropriate
statistical software package, in order to analyse survey