Please note - Swinburne University of Technology

Specific aims
to examine the Australian global competitiveness in the
1990s with the aim of helping students to understand
the reasons and consequences of globalisation for the
Australian economy in general, and Australian
companies in particular
to examine the internationalstrategic diamondand the
key success factors of international involvement
to examine the major elements in an international
environment using the PEST (political, economic, sociocultural
and technological) framework, and to
incorporate the analysis in the international marketing
planning process
to examine the EPRG schema (ethnocentric, polycentr~c,
regiocentric, geocentric) in the formulation of
international marketing strategies
E! Textbook
2:
Cateora. P. R. International Marketing, 8th edn, Homewood, Ill,
o Irwin, 1993
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~ ~ 3 3 3 Communications Strategy
No. of hours per week: three hours
Prerequisites: BM222 Marketing Strategy and
BM22l Marketing ~esearch
Instruction: lecture/tutorial
Assessment: examination/assignments
5
This subject is an elective subject for the degree course in
!? Business.
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~l Subject aims
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This is not a course about how to create advertisements. It is
not a course in headline writing, television direction,
typography, radio production or any of the other wide range
of creative skills which contribute to the success of any
advertising company.
This subject is about the underlying process of advertising; it
is about the principles which are involved in developing
sound advertising strategies and effective executions of
these strategies.
Subject description
Topics include:
introduction to advertising
the communication process
planning the advertising budget
inside an advertising agency
advertisina media issues
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public relations and publicity
sales promotion
direct marketing
international advertising
evaluating advertising effectiveness
Textbook
Belch, G.E. and Belch, M.A.lntroduction to Advertising and
Promotion: An Integrated Marketing Communications Perspective
2nd edn, Irwin, Richard, 1992
References
Govoni, N., Eng, R. and Galper, M. Promotional Management: Issues
and Perspectives. Englewood Cliffs N.J., Prentice Hall, 1988
~ ~ 3 3 6 European Business Studies
No. of hours per week: three hours
Prerequisite: BM222 Marketing Strategy
Instruction: lectureltutorial
Assessment: examinationlassignments
This is a third year marketing elective subject.
Subject aims
The objective of this subject is to enable students to apply
their marketing knowledge to date to the West European
markets of Britain, France, Germany and Italy, and to do so
within the context of the broader European community,
Europe in general, and Australia's relative capacity to market
products to these regions.
The subject explores the differences and similarities that exist
between these cultures and our own by developing a series
of national and regional profiles, specifically for Britain,
France, Germany and Italy. Students are encouraged to take
these profiles and apply them to the overseas marketing of
Australian products of export potential to these four
European countries.
The emphasis is on understanding the cultural elements of
these four European countries as an essential pre-condition
to the successful marketing of Australian products to
European markets.
Reference
Quelch, J.A. et al. The Marketing Challenge of Europe, 1992
Reading, Mass., Addison-Wesley, 1991
~ ~ 3 3 8 Asian Pacific Business Practice
No. of hours per week: three hours
Assessment: three assignments, class
participation
Asian Pacific Business is a third year subject in the Bachelor of
Business.
Subject aims
To equip the students with an understanding of the current
economic development in the major Asian Pacific nations
(ASEAN-6, NIEs-3, China, Australia, New Zealand, Canada,
Japan and the United States) and the growing business
opportunities and linkages in this region.
Specific aims
to give the students an understanding of the current
states of economic development in the major Asian
Pacific economies;
to understand the uncontrollable factors (political-legal,
economic, socio-cultural, and technological) affecting
business in the major market groups in the Asian Pacific;
to study the emergence of a fourth economic driving
force, namely the overseas Chinese entrepreneurs, in the
Asian Pacific and its implications for Australia;
to study the emergence of a 'Greater Chinese Economic
Zone' (China, Hong Kong and Taiwan) and its potential
effects on the region;
to study the dominance of Japan and its effects on the
Asian Pacific economy;
to learn about business practices (etiquette, negotiation
style, Confucianism, family business groups) prevailing in
Asia-Pacific.