MKF3151 - Marketing planning and strategy

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

Overview

This unit emphasises the role of marketing decision making in contemporary organisations, with particular focus on the marketing planning role and the formulation of marketing strategies.

Offerings

S1-01-CAULFIELD-ON-CAMPUS

S2-01-CAULFIELD-ON-CAMPUS

Requisites

Prohibition

Prerequisite

Rules

Enrolment Rule

If you are enrolled in course B2036 or associated double degree program you cannot undertake this unit.

To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 11 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.

Contacts

Chief Examiner(s)

Associate Professor Phyra Sok

Learning outcomes

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

describe the scope of the marketing management function and its role within organisations

develop marketing mix strategies that are based on an analysis of an organisation's situation

demonstrate an understanding of the implementation issues associated with recommended strategies

develop and enhance appropriate analytic, written and oral communications skills required for the effective presentation of marketing strategies.

Assessment

1 - Within semester assessment

2 - Examination

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.