Please note - Swinburne University of Technology

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 planning.
Developing marketing objectives.
Marketing programs.
Product, promotion, distribution and price planning.
Textbooks
Cravens, D.W. Strategic Marketing. 4th edn, Burr Ridge, Ill., Irwin,
1994
References
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
6~330 Product Management
No. of hours per week: three hours
Prerequisites: BM22 1 Marketing Research and
BM222 Marketing Strategy
Instruction: lecture/tutorial
Assessment: by assignment and test
Product Management is a third year subject in the Bachelor
of Business undergraduate degree course.
Subject aims
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 Strategy.
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 they are treated as contributory disciplines.
Specific aims include:
to explore the meaning, importance and function of the
product management role in business today;
to examine the range of concept-generating techniques
used for new product development;
to examine the means of evaluating new product ideas;
to examine the preparation of a product, or product
launch plan and its importance as a marketing control
tool for new products, product maintenance and
product 're-launches';
to understand the importance of:
- product positioning within the target marketing
process
- branding
- packaging
and the importance of successful working relationships
with advertising, marketing, research, promotion
agencies, etc. in the product management process;
to understand the im~ortance of successful workina
relations within the organisation, particularly with sales,
production, supply and research and development, in the
product development process.
Textbook
Crawford, C. M. New Products Management. 3rd edn, Homewood,
Illinois, Irwin, 1991
BM331
Services Marketing and
Management
No. of hours per week: three hours
Prerequisite: BM221 Marketing Research and
EM222 Marketing Planning
Instruction: lecture/tutorial
Assessment: examination/assignments, case
study work
Subject aims and description
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.
Framework
distinctive aspects of service marketing
market research in services environment
communication and services
demand management
service quality
managing service culture
implementing the service strategy
investigating a service industry of your choice (e.g.
financial services, hospital services, insurance industry,
catering services, etc.)
References
Gronroos, C. Service Management and Marketing. Lexington,Mass,
Lexington Books, 1990
Lovelock, C.H. Services Marketing. 2nd edn, Englewood Cliffs,
N.J., Prentice Hall, 1991
~ ~ 3 3 2 International Marketing
No. of hours per week: three hours
Prerequisite: BM222 Marketing Strategy
Instruction: lecture/tutorial
Assessment: examination/assignments
Subject aims
The purpose of the subject is threefold. Firstly, to bring the
students to a new awareness of the need to globalise the
Australian economy by increasing its international
competitiveness. Secondly, to expose the students to the
special features of a global competitive environment and to
examine the key success factors for Australian companies in
the international arena. Thirdly, to introduce students to the
fundamentals of the international marketing task.