MKF3121

Marketing planning and implementation

Mr Ken Grant

6 points
* One 1-hour lecture and one 2-hour tutorial per week
* First and second semester
* Caulfield, Open Learning Australia
* Prerequisites: MKX2111, MKF2121 and MKF2131

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%