Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (Day)
Coordinator(s)Ms Jane Carroll


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 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


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

Chief examiner(s)

Jane Carroll

Contact hours

3 hours class contact or equivalent per week


Students must have passed the following two units: MKF2111 and MKF2121