Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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 goals associated with this unit are to:

1. define the relationship between corporate planning and marketing planning in a business environment
2. demonstrate the relationship between corporate objective setting and marketing objective setting
3. construct or prepare a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives
4. develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of a marketing plan
5. understand how a marketing plan is implemented in practice

Assessment

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

Chief examiner(s)

Jane Carroll

Contact hours

3 hours per week

Prerequisites

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

Prohibitions

MKG3121, MKW3121