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 2025 in Semester 1 and Semester 2 at Caulfield. It needs MKF2801 and (MKF2111 or MKX2111).
- Credit points
- 6
- Offered in 2025
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 30%
- and 4 other tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKF3151
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKF3151
No unit lists MKF3151 as a prerequisite in the 2025 handbook.
Enrolment rules
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.
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 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Written15%
- Written40%
- Demonstration10%
- Presentation5%
- 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
critically analyse implementation issues associated with recommended strategies
- 4
present marketing strategies effectively by using appropriate analytic and communications skills.
Workload and teaching
- Tutorials24 hours
- Lectures18 hours
- Teaching approachCase-based teaching
- Teaching approachProblem-based 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. 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 includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Where it fits
MKF3151 is part of 1 area of study in the 2025 handbook.
Contacts
- Chief Examiners
- Associate Professor Phyra Sok
Common questions
What are the prerequisites for MKF3151?
You need MKF2801 and (MKF2111 or MKX2111) before you enrol. Enrolment rules also apply.
When is MKF3151 offered?
In 2025, 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 4 other tasks.
Which majors and minors include MKF3151?
MKF3151 is part of Marketing.