Please note - Swinburne University of Technology
Please note - Swinburne University of Technology
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.