MKW3121

Marketing planning and implementation

(BUS)

6 points + Second semester + 1-hour lecture and 2-hour tutorial per week + Prerequisites: MKW2111, MKW2121 and MKW2131

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%