MKF3121 Marketing planning and implementation
Faculty of Business and Economics
MKF3121 Marketing planning and implementation is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1, Winter and Semester 2 at Caulfield. It has no prerequisites and unlocks 2 units.
- Credit points
- 6
- Offered in 2020
- Semester 1, Winter, Semester 2
- Caulfield
- Assessment
- Exam 30%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF3121
Prohibitions
You can't enrol if you have passed any of these.
After MKF3121
2 units list MKF3121 as a prerequisite or corequisite.
Enrolment rules
For students in B2003, B20033, B2012, B2013, B2018 or B2036 must have passed MKF1120 and MKF2111 and MKF2801 and one more (any) Marketing unit. For students in any other courses (pre 2016) must have passed MKF1120, MKF2111 and any two other Marketing units.
Students must be enrolled in course B2036 or associated double degree program.
Equivalent units
The same content under another code. Only one of them counts.
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 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, students will work in teams to create a marketing plan for a client.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Winter semester (Extended) | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Within semester assessment70%
- ExaminationThreshold hurdle30%
Learning outcomes
When you finish this unit, you should be able to:
- 1
explain the nature and role of marketing planning in the broader organisational context
- 2
construct and present a marketing plan
- 3
demonstrate the value created by the marketing plan in relation to the achievement of marketing and organisational objectives
- 4
discuss the complexities associated with implementing a marketing plan, and marketing, within an organisation
- 5
employ the knowledge, skills and capabilities of team members while constructing and presenting a marketing plan.
Workload and teaching
- Workshops24 hours
- Seminars6 hours
- Teaching approachOnline learning
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.
Learning resources
Required resources
Alsem, K.J. (2019), Applied Strategic Marketing: a step-by-step approach. Routledge, Taylor and Francis Group (London).
Contacts
- Chief Examiners
- Dr Erica Brady
Common questions
What are the prerequisites for MKF3121?
MKF3121 has no prerequisites, but enrolment rules apply.
What can I take after MKF3121?
MKF3121 is a prerequisite or corequisite for 2 units, including MKC3140 and MKF3131.
When is MKF3121 offered?
In 2020, MKF3121 runs in Semester 1, Winter and Semester 2 at Caulfield.
How much work is MKF3121?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF3121 have an exam?
Yes. The exam is worth 30% of the final mark, alongside 1 other task.