MKW3121 - Marketing planning and implementation

Leader(s): Mr Terry Grant and Ms Jasmine Rushdi; Dr KLhong Kok Wei (Malaysia)

Offered

Berwick First semester 2009 (Day)
Gippsland Second semester 2009 (Day)
Gippsland Second semester 2009 (Off-campus)
Sunway Second semester 2009 (Day)
Singapore Second semester 2009 (Off-campus)
Peninsula First semester 2009 (Day)
South Africa First semester 2009 (Day)

Synopsis

The development of corporate marketing strategies; marketing planning procedure; evaluation and control in marketing planning; international case studies in corporate marketing planning and strategy; concepts of product management; designing a product strategy; monitoring planning/marketing.

Objectives

The learning goals associated with 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

MKW2402 and MKW2420