Offered
Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (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;
- understand how a marketing plan is implemented in practice
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 Hours class contact or equivalent per week
Prerequisites
MKF2111 or MKW2111, MKF2121 and MKF2131