Marketing Planning

Unit Code:HBM350N

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One Semester or Term	36 Hours	Hawthorn, Sarawak	HBM110N Fundamentals of Marketing, HBM220N Buyer Behaviour and HBM221N Marketing Research	Nil

A unit of study in the Bachelor of Commerce suite.

At the completion of this unit students will be able to:

Understand the role of marketing plans as a component of corporate level plans
Produce a detailed external, industry, customers and competitors’ marketing environment analysis of a client organisation
Develop appropriate marketing objectives
Develop project management and teamwork skills
Analyse planning options and offer constructive and practical alternative marketing strategies
Formulate an integrated and comprehensive marketing action plan and marketing budget

Lecture (1 hour), Tutorials (2 hours)

Group assignment 30%-40%; individual presentation 10%-20%; examination 50%.

The graduate attributes which relate to this unit help to produce graduates who are:

Capable in their chosen professional, vocational or study areas
Entrepreneurial in contributing to innovation and development within their business, workplace or community
Effective and ethical in work and community situations
Adaptable and able to manage change
Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Introduction to marketing planning
Analysing the current situation of a client organisation
Analysing markets and customers
Planning segmentation, targeting and positioning
Setting marketing objectives
Developing product, brand, pricing, distribution and marketing communication strategies
Supporting the marketing mix
Planning to measure progress and performance
Control and implementation of the marketing plan

There are several suitable texts available. A suitable new edition of a text will be chosen and recommended when the unit is about to be delivered.