Undergraduate - UnitMKF3121 - Marketing planning and implementation

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (Evening) Caulfield Second semester 2012 (Day)
Coordinator(s)	Dr Erica Brady

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.

Outcomes

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%

Chief examiner(s)

Dr Erica Brady

Contact hours

3 hours per week

Prerequisites

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

Prohibitions

MKG3121, MKW3121