MKF3121 - Marketing planning and implementation - 2019

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

Chief examiner(s)

Dr Erica Brady


Dr Erica Brady

Unit guides



  • First semester 2019 (On-campus)
  • Second semester 2019 (On-campus)


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 course B20033 or associated double degree program.


MKC3110, MKW3121, MKC3140, MKF3151.


"Failing to plan is planning to fail."

The use of a marketing planning framework is known to increase the likelihood of an organisation achieving its objectives. Be it for a specific product or a brand portfolio, goods or services, for profit or not for profit, organisations large or small, effective marketing strategies are based on a systematic analysis of the organisation's current situation, its customers, competitors and context. Drawing and building on knowledge from other marketing units, students will work in teams to create a marketing plan for a client.


The learning goals associated with this unit are to:

  1. explain the nature and role of marketing planning in the broader organisational context
  2. construct and present a marketing plan
  3. demonstrate the value created by the marketing plan in relation to the achievement of marketing and organisational objectives
  4. discuss the complexities associated with implementing a marketing plan, and marketing, within an organisation
  5. employ the knowledge, skills and capabilities of team members while constructing and presenting a marketing plan.


Within semester assessment: 70% + Examination: 30%

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