MKW3121

Marketing planning and implementation

Mr Ken Grant

6 points · One 1-hour lecture and one 2-hour tutorial per week · Prerequisites: MKW2111, MKW2121 and MKW2131

Objectives On completion of this subject students should be able to explain the relationship between corporate planning and marketing planning; demonstrate the relationship between corporate objectives and marketing objectives; construct a marketing plan which incorporates the elements of the marketing mix to achieve specific marketing objectives; develop and enhance appropriate written and oral communication and analytical skills required for the effective presentation of a marketing plan.

Synopsis The development of corporate marketing strategies; marketing planning procedure; evaluation and control in marketing planning; Australian case studies in corporate marketing planning and strategy. Concepts of product management; designing a product strategy; monitoring planning/marketing.

Assessment Assignments (2500 words): 25% · Participation: 25% · Simulation: 15% · Examination: 35%

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