MKF3121 - Marketing planning and implementation

There is a more recent version of this academic item available.

Overview

"Failing to plan is planning to fail." The use of a marketing planning framework is known to increase the likelihood of an organisation achieving its objectives. Be it for a specific product or a brand portfolio, goods or services, for profit or not for profit, organisations large or small, effective … For more content click the Read More button below.

"Failing to plan is planning to fail."

The use of a marketing planning framework is known to increase the likelihood of an organisation achieving its objectives. Be it for a specific product or a brand portfolio, goods or services, for profit or not for profit, organisations large or small, effective marketing strategies are based on a systematic analysis of the organisation's current situation, its customers, competitors and context. Drawing and building on knowledge from other marketing units, you will work in teams to create a marketing plan for a client.

Offerings

S1-01-CAULFIELD-ON-CAMPUS

S2-01-CAULFIELD-ON-CAMPUS

Requisites

Prohibition

Rules

Enrolment Rule

To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 Higher level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.

You must be enrolled in course B2036 or associated double degree program and have completed 24 credit points of study from the Department of Marketing, including MKF2111 and MKF2801, to undertake this unit.

Contacts

Chief Examiner(s)

Miss Jane Carroll

Learning outcomes

On successful completion of this unit, you should be able to:

explain the nature and role of marketing planning in the broader organisational context

construct and present a marketing plan

demonstrate the value created by the marketing plan in relation to the achievement of marketing and organisational objectives

discuss the complexities associated with implementing a marketing plan, and marketing, within an organisation

employ the knowledge, skills and capabilities of team members while constructing and presenting a marketing plan.

Assessment summary

Within semester assessment: 70% + Examination: 30%

This unit contains a hurdle requirement that you must achieve to be able to pass the unit. The consequence of not achieving a hurdle requirement is a fail grade (NH) and a maximum mark of 45 for the unit.

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.