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Handbooks Courses Units

MKF3121 - Marketing planning and implementation

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Ms Jane Carroll


Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (Day)


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.


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


Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week


MKF2111 or MKW2111, MKF2121 and MKF2131

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