MKF3121 - Marketing planning and implementation - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Dr Erica Brady

Unit guides



  • First semester 2017 (Day)
  • Second semester 2017 (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 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


Within semester assessment: 60% + Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


For students in B2003, B20033, B2012, B2013, B2018 must have passed MKF1120 and MKF2111 and MKF2801 and one more (any) Marketing unit.

For students in any other courses (pre 2016) must have passed MKF1120, MKF2111 and any two other Marketing units.


Students must be enrolled in one of the following courses:

0002, 0312, 0314, 0315, 0556, 1275, 1333, 1337, 3154, 3806, 3819, 4098, 4407, 4426, 4503, B2003, B20033, B2012, B2013, B2018