units

MKF3121

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (Day)
Coordinator(s)Ms Jane Carroll

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.

Objectives

The learning goals associated with this unit are to:

  • define the relationship between corporate planning and marketing planning in a business environment
  • demonstrate the relationship between corporate objective setting and marketing objective setting
  • construct or prepare a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives
  • develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of a marketing plan
  • understand how a marketing plan is implemented in practice

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Jane Carroll

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed the following two units: MKF2111 and MKF2121