units
MKF3121
Faculty of Business and Economics
6 points, SCA Band 3, 0.125 EFTSL
Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.
| Level | Undergraduate |
| Faculty | Faculty of Business and Economics |
| Organisational Unit | Department of Marketing |
| Offered | Caulfield First semester 2013 (Day) Caulfield Second semester 2013 (Day) |
| Coordinator(s) | Dr Erica Brady |
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.
Outcomes
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: 40%
Chief examiner(s)
Contact hours
3 hours per week
Prerequisites
Prohibitions
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