Essentials of Marketing Planning

Course aim

To develop each student’s ability to identify, analyse, conceptualise and form an opinion on strategic issues relevant to business and marketing planning; and to synthesise innovative solutions to everyday business and marketing problems.

Course content

This course encourages students to explore the literature and develop their understanding of the principles of business and marketing planning so that they can apply them to the practical situations that they may encounter in their career. Topics include the marketing planning process, development of competitive advantage, specific strategies for internationalisation and strategies for conducting business over the internet. Students will also learn how to use different tools to plan, implement and evaluate business and marketing strategies.

Textbook(s)

John Dawes 2021, Marketing Planning & Strategy: A Practical Introduction, 1st, SAGE Publications Ltd, London

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1008	Consumer Behaviour
MARK 1010	Marketing Principles: Trading and Exchange

Students must have successfully completed the above courses plus 45 units.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Lecture	2 hours x 10 weeks
Lecture (Virtual)	2 hours x 10 weeks
Tutorial	1 hour x 10 weeks
EXTERNAL, CITY WEST, ONLINE
External	30 hours x N/A

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Analysis Report - Marketing Plan Part 1, Continuous assessment, Strategy Report - Marketing Plan Part 2

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.