Marketing planning and implementation
Mr Ken Grant
6 points
* One 1-hour lecture and one 2-hour tutorial per week
*
First, second semester
* Caulfield
* Prerequisites: MKT2111, MKT2121
and MKT2131
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%
* Examination: 35%
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