MKF9521

Marketing planning and opportunity analysis

(BUS)

6 points + 3-hour class per week + Second semester + Caulfield + Prerequisites: MKF9500 and MKF9510

Synopsis: 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; planning techniques for companies operating overseas.

Assessment: Assignments and class discussion: 70% + Examination (2 hours): 30%