units

MKW3121

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedBerwick First semester 2013 (Day)
Sunway First semester 2013 (Day)
Peninsula First semester 2013 (Day)
South Africa First semester 2013 (Day)
Sunway Second semester 2013 (Day)
Coordinator(s)Dr Mustabshira RushdiMr Nicholas Grigoriou (Second Semester)

Synopsis

The development of corporate marketing strategies; marketing planning procedure; evaluation and control in marketing planning; international case studies in corporate marketing planning and strategy; concepts of product management; designing a product strategy; monitoring planning/marketing.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Dr Mustabshira Jasmine Rushdi (First semester)
Mr Nicholas Grigoriou (Second semester)

Contact hours

3 hours per week

Prerequisites

Students must have passed two units from the following: MKG2402 or MKW2402 and MKG2420 or MKW2420 before undertaking this unit.

Prohibitions