Marketing planning and opportunity analysis
Mr Ken Grant
6 points
* One 3-hour class per week
* Second semester
*
Caulfield, in-house
* Prerequisites: MKT9500 and MKT9510
Objectives On completion of this subject students should develop an understanding of marketing at the international level and be familiar with its role in corporate strategy; develop an understanding of corporate and marketing planning, systems and procedures for companies competing in the international environment; develop an understanding of the interface between international marketing planning and corporate strategic planning; provide advanced techniques in international marketing research, collecting data and opportunity analysis; provide an understanding of the similarities and differences in consumer and industrial buyer behaviour between various world cultures.
Synopsis This subject examines the development of marketing plans and international market research procedures - including the collection of primary data and the accessing of secondary data through international information systems, cultural differences in buying behaviour, techniques in market opportunity analysis, analysis of international competitors, strategies for entering international markets and planning techniques for companies operating overseas.
Assessment Assignments and class discussion: 70%
* Examination (2
hours): 30%
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