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 2026 in Semester 1 and Semester 2 at Caulfield. It needs MKF2801 and (MKB2703, MKC2110, MKF2111, MKW2402 or MKX2111) and unlocks 1 unit.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 35%
- and 4 other tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKF3121
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF3121
1 unit list MKF3121 as a prerequisite or corequisite.
Enrolment rules
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 Bachelor of Marketing 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.
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, you will work in teams to create a marketing plan for a client.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Exercise10%
- Written20%
- Written25%
- Presentation10%
- ExaminationThreshold hurdle35%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
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, using appropriate digital technologies
- 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
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachResearch activities
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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
Contacts
- Chief Examiners
- Jeanine Chang
- Dr Aysha Siddiqua
Common questions
What are the prerequisites for MKF3121?
You need MKF2801 and (MKB2703, MKC2110, MKF2111, MKW2402 or MKX2111) before you enrol. Enrolment rules also apply.
What can I take after MKF3121?
MKF3121 is a prerequisite or corequisite for 1 unit, including MKF3131.
When is MKF3121 offered?
In 2026, MKF3121 runs in Semester 1 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 35% of the final mark, alongside 4 other tasks.