MKW3121 - Marketing planning and implementation

Leader: Malaysia: Dr KLhong Kok Wei

Offered

Berwick Second semester 2007 (Day)
Gippsland Second semester 2007 (Day)
Gippsland Second semester 2007 (Off-campus)
Hong Kong Second semester 2007 (Off-campus)
Malaysia Second semester 2007 (Day)
Peninsula First semester 2007 (Day)
Singapore Second semester 2007 (Off-campus)
South Africa First semester 2007 (Day)

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.

Objectives

The learning objectives of this unit are to:

• define the relationship between corporate planning and marketing planning in a business environment;
• demonstrate the relationship between corporate objective setting and marketing objective setting;
• construct or prepare a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives;
• develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of a marketing plan.

Assessment

On-campus - Assignment(s): 40%
Examination (2 hours): 60% (including viva voce test)
Distance - Assignment(s): 40%
Examination (2 hours): 60%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKW2402, MKW2420, and one of AFW1001, ETW1102 or ETX1100