units

MKW3121

Faculty of Business and Economics

18 January 2012 15 February 2012

Undergraduate - Unit

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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.

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick First semester 2012 (Day)
Sunway First semester 2012 (Day)
Peninsula First semester 2012 (Day)
South Africa First semester 2012 (Day)
Gippsland Second semester 2012 (Day)
Sunway Second semester 2012 (Day)
Coordinator(s)Ms Jasmine Rushdi

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 (2 hours): 40%

Chief examiner(s)

Ms Mustabshira Rushdi

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

MKF3121, MKG3121