Marketing planning and opportunity analysis
Mr Ken Grant
6 points * One 3-hour class per week * Second semester * Caulfield, In-house * Prerequisites: MKT6500 and MKT6510
Synopsis This subject examines the development of marketing plans and international market research procedures - including the collection of primary data and the accessing of secondary data through international information systems, cultural differences in buying behaviour, techniques in market opportunity analysis, analysis of international competitors, strategies for entering international markets and planning techniques for companies operating overseas.
Assessment Assignments (7000 words): 70% * Final examination (2 hours): 30%