MKW3121 - Marketing planning and implementation - 2017

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.

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%

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

Mr Nicholas Grigoriou

Students must have passed two units from the following: MKG2402 or MKW2402 and MKG2420 or MKW2420 before undertaking this unit.

MKF3121, MKG3121