Marketing Planning Project

Course aim

To provide students with an understanding of the practice of marketing analysis and the implementation of marketing activities in either a local or international context. To enable students to experience the application of marketing concepts and approaches to a small and medium sized business enterprise and learn how to write a comprehensive marketing plan.

Course content

A major industry-based project to be undertaken locally or overseas and carried out with an appropriate organisation under supervision. Communicating effectively with customers and staff. Analysing the business environment; practical aspects of identifying and understanding target client groups and their purchase decision-making process, understanding industry dynamics and competitor capabilities, understanding the organisation and its capabilities, identifying the most appropriate marketing objectives and strategies for an organisation in either a local or international context.
Conducting secondary and primary research at several points in the value chain. The application of qualitative (e.g. focus groups) and quantitative research techniques to a marketing problem. Practical aspects of planning for the implementation of marketing activities, developing and evaluating the financial aspects of product development activities, devising advertising and promotional programs, sales budgets and overall marketing budgets, setting up and maintaining marketing control systems, implementing internal marketing.
The nature, structure and use of strategic marketing plans. Requirements for a comprehensive marketing plan. Tailoring the approach to market planning to suit the client organisation. Negotiation, interviewing and presentation skills, time management skills. Planning and implementing marketing analysis and planning activities and writing a comprehensive and professional marketing report or plan for an enterprise.

Textbook(s)

Wood MB 2010, Essential guide to marketing planning, 2nd edn, Pearson, Sydney

Prerequisite(s)

MARK 3009 - Business and Marketing Planning Principles and successful completion of five other marketing courses. Students who meet the prerequisites can obtain an application form from the Course Coordinator. All applicants who meet the prerequisites will be interviewed and considered. Invitations to enrol will only be issued after the interview process.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST (INTENSIVE)
Practicum	4 days/week x 15 weeks
Seminar	4 hours/week x 15 weeks

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

Assessment

Marketing Plan/Report, Presentation, Project Plan, Team Presentation

Fees

EFTSL*: 0.500
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.