Future Students - Courses

Marketing Planning

Unit Code: HBM423

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One teaching period	36 hours	Hawthorn	Nil	Nil

Duration

Contact Hours

Campus

Prerequisite

Corequisite

One teaching period

36 hours

Hawthorn

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

Know how to plan the marketing for various different industries. Understand the concrete benefits to be gained from marketing planning. Learn the theoretical and practical aspects of marketing planning, and explore the global and local trends in the field. Develop your knowledge of the financial factors involved in, and legal controls over marketing planning.

Upon completion of this unit students will be able to:-

Understand the concrete benefits to be gained from marketing planning
Understand the conceptual tools of environmental analysis
Apply the tools in practical analysis of actual situations
Understand the environment of their own organisation by applying their knowledge and skills
Understand the global and local trends in marketing planning
Understand the financial factors and legal controls on marketing planning
Work effectively in a team environment

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Individual Assignment 30% - 40%
Group Marketing Plan 25% - 35%

Group Project 20% - 30%

Generic Skills Outcomes:

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

Why plan?
How planning works in different industries.
Generic planning structures.
Exposition and rationale of the key elements of a marketing plan.
The financial framework for planning.
Cost concepts, cost behaviour and cost estimation, short-term budgeting, cost/volume/profit analysis.
The planning process in detail 1: Where are we now?
The planning process in detail 2: Where do we want to go? – Global and local trends, industry-level analysis.
The planning process in detail 3: What are the legal issues? – Legal controls on promotion and on distribution and pricing decisions.
The planning process in detail 4: How are we going to get there? – Implementation. Planning in practice – Application of the theoretical structure to a real issue.
Generic marketing strategies.

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.