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Please note - Swinburne University of Technology

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~ ~ 2 2 0 Market Behaviour<br />

No. <strong>of</strong> hours per week: three hours<br />

Prerequisite: BM110 The Marketing Concept<br />

Instruction: in a subiect <strong>of</strong> this nature active<br />

participation is essential. The theoretical aspects<br />

<strong>of</strong> consumer behaviour are supplemented by<br />

practical problems through tkiuse <strong>of</strong> case '<br />

studies and fieldwork exercises<br />

Assessment: examination/assignments<br />

This subject is a mandatory requirement for the Bachelor <strong>of</strong><br />

Business (Marketina) and Bachelor <strong>of</strong> Business (Economics/<br />

Marketing). It can 6k taken as an elective in other courses.<br />

Subject aims<br />

The objective <strong>of</strong> this subject is to study the process <strong>of</strong> choice<br />

in both consumer and business-to-business purchasing<br />

contexts, along with its determinants and its implications for<br />

g marketing strategy. At the completion <strong>of</strong> the subject,<br />

students should have acquired an understanding <strong>of</strong>:<br />

5:<br />

0<br />

rn -<br />

the process <strong>of</strong> human decision making;<br />

The three main influences on consumer choice:<br />

E. -the individual consumer<br />

2<br />

-environmental influence<br />

W ln<br />

- - market strategy<br />

I<br />

; the main influences impacting on business-to-busines<br />

0.' purchasing decisions<br />

2.<br />

m * the DMU (Decision Making Unit) or buying centre<br />

G<br />

u organisational factors and constraints<br />

3<br />

n<br />

~l Specific aims<br />

8, to allow second-stage students to explore basic human<br />

E behaviour concepts and theories, as they relate to<br />

wl<br />

c. purchasing decisions in both consumer and business-torn<br />

business marketing areas<br />

3<br />

n<br />

to emphasise the practical marketing implications <strong>of</strong><br />

those behavioural concepts, by the study <strong>of</strong>:<br />

-consumers as individuals and in groups<br />

- decision-making processes (consumer and<br />

organisational)<br />

-communication across groups<br />

-communication and promotion forms<br />

to provide base behavioural knowledge levels, which<br />

allow futher development <strong>of</strong> marketing knowledqe in<br />

later stage subjects.<br />

Textbook<br />

To be advised.<br />

~ ~ 2 2 1 Marketing Research<br />

No. 6f hours per week: three hours<br />

Prerequisites: BM110 The Marketing Concept,<br />

BM22O Market Behaviour and BQ221 Marketing<br />

Data Management or equivalent subjects<br />

Subject aims and description<br />

This subiect introduces the theory and practice <strong>of</strong> research in<br />

a marketina environment. Students will be instructed in usina -<br />

appropriate research methods and techniques to provide<br />

information for marketing decision-making. The importance<br />

<strong>of</strong> research to strategic and tactical problems will be<br />

emphasised.<br />

Topics to be covered are: the importance <strong>of</strong> research to<br />

marketing; defining the marketing research problem;<br />

specifying research objectives; determining the research<br />

design; information sources; qualitative research; quantitative<br />

data collection methods; measurement and scaling<br />

procedures; sample designs; field work and data collection;<br />

data analysis; result presentation.<br />

Textbook<br />

Details will be provided at the first lecture.<br />

~ ~ 2 2 2 Marketing Planning<br />

No. <strong>of</strong> hours per week: three hours<br />

Corequisite: BM22O Market Behaviour<br />

Instruction: lectureltutorial<br />

Assessment: examination/assignments<br />

Marketing Planning is a mandatory subject in the economicsmarketing,<br />

and marketing streams and an elective subject in<br />

the accounting and computing streams.<br />

Subject aims and description<br />

The objective <strong>of</strong> this subject is to examine the concepts <strong>of</strong><br />

planning and strategy in marketing, the role and methods <strong>of</strong><br />

strategic analysis, as well as issues related to strategy<br />

formulation, implementation and control. It focuses on the<br />

marketing planning process as a key tool in an organisation's<br />

interaction with its environment.<br />

In the highly competitive, volatile and turbulent business<br />

world <strong>of</strong> the mid-90s it is particularly important for Australian<br />

companies to carefully analyse their strategic planning,<br />

sharpen their business analysis skills and see beyond the<br />

geographical or product-based boundaries <strong>of</strong> the markets in<br />

which they currently compete. Acquiring and maintaining<br />

competitive advantage by having a consistently superior<br />

businesdmarketing planning system will be one <strong>of</strong> the most<br />

vital strengths <strong>of</strong> successful businesses <strong>of</strong> the future. This<br />

subject gives students the opportunity to acquire a working<br />

understanding <strong>of</strong> various methods <strong>of</strong> marketing planning<br />

and the ability to apply them appropriately in developing<br />

and implementing marketing strategies that respond to the<br />

challenges <strong>of</strong> the environment.<br />

Specific aims:<br />

to allow students to consolidate and develop upon the<br />

concepts developed in BM110 and BM22O;<br />

to enhance students' capacity to critically analyse<br />

business situations from a marketing viewpoint;<br />

to give students a working understanding <strong>of</strong> the<br />

methods and concepts <strong>of</strong> strategy analysis and how<br />

these can be applied in practice;<br />

to expose students to a systematic approach to the<br />

development <strong>of</strong> marketing strategy; and the program<br />

decisions needed to imolement the overall marketina<br />

4<br />

strategy;<br />

to further build students' analytical and communication<br />

skills.<br />

Case studies<br />

A case study and discussion <strong>of</strong> prescribed articles form a<br />

major part <strong>of</strong> the course. The emphasis on business report<br />

writing is continued, with more complex reports required. The<br />

major assignment requires critical assessment <strong>of</strong> the<br />

marketing planning process in an organisation.

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