MKF3151 Marketing planning and strategy
Faculty of Business and Economics
MKF3151 Marketing planning and strategy is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Caulfield. It needs (MKB2703, MKW2402, MKC2110, MKF2111 or MKS2402) and MKF2801 and unlocks 1 unit.
- Credit points
- 6
- Offered in 2020
- Semester 1, 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.
Reviews
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Requisites
Before MKF3151
Prohibitions
You can't enrol if you have passed any of these.
- MKC3110Market analysis and strategy developmentNo reviews yet
- MKW3440Marketing strategyNo reviews yet
- MKF3121Marketing planning and implementationNo reviews yet
- MKW3610Marketing strategy and implementationNo reviews yet
- MKF3131Strategic marketingNo reviews yet
- MKB3804Strategic marketing in social contextsNo reviews yet
- MKS3440Marketing strategyNo reviews yet
After MKF3151
1 unit list MKF3151 as a prerequisite or corequisite.
Enrolment rules
Students must be enrolled in course B2000 or associated double degree program.
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 in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | 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
describe the scope of the marketing management function and its role within organisations
- 2
develop marketing mix strategies that are based on an analysis of an organisation's situation
- 3
demonstrate an understanding of the implementation issues associated with recommended strategies
- 4
develop and enhance appropriate analytic, written and oral communications skills required for the effective presentation of marketing strategies.
Workload and teaching
- Workshops24 hours
- Tutorials24 hours
- Lectures12 hours
- Teaching approachActive learning
- Teaching approachCase-based teaching
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
Hooley, Piercy, Nicolaud, and Rudd (2017), Marketing Strategy and Competitive Positioning, 6th Edition, Pearson.
Where it fits
MKF3151 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Associate Professor Phyra Sok
Common questions
What are the prerequisites for MKF3151?
You need (MKB2703, MKW2402, MKC2110, MKF2111 or MKS2402) and MKF2801 before you enrol. Enrolment rules also apply.
What can I take after MKF3151?
MKF3151 is a prerequisite or corequisite for 1 unit, including MKC3140.
When is MKF3151 offered?
In 2020, MKF3151 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF3151?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF3151 have an exam?
Yes. The exam is worth 30% of the final mark, alongside 1 other task.
Which majors and minors include MKF3151?
MKF3151 is part of Marketing.