Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to explain the relationship between corporate planning and marketing planning; demonstrate the relationship between corporate objectives and marketing objectives; construct a marketing plan which incorporates the elements of the marketing mix to achieve specific marketing objectives; develop and enhance appropriate written and oral communication and analytical skills required for the effective presentation of a marketing plan.
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.
Assessment Assignments (2500 words): 25% + Participation: 25% + Simulation: 15% + oral examination: 35%