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MKS3121: Marketing planning and implementation

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate – Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Coordinators(s)

Mrs Melanie Klopper

Offered

South Africa

  • First semester 2019 (On-campus)
  • Summer semester B 2019 (On-campus block of classes)

Prerequisites

MKS2402 and MKS2420 or equivalent.

Prohibitions

MKF3121, MKW3121.

Synopsis

The development of corporate marketing strategies; marketing planning procedure; evaluation and control in marketing planning; international case studies in corporate marketing planning and strategy; concepts of product management; designing a product strategy; monitoring planning/marketing.

Outcomes

The learning goals associated with this unit are to:

  1. define the relationship between corporate planning and marketing planning in a business environment
  2. demonstrate the relationship between corporate objective setting and marketing objective setting
  3. construct or prepare a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives
  4. develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of a marketing plan
  5. understand how a marketing plan is implemented in practice.

Assessment

Within semester assessment: 60% + Examination: 40%

Workload requirements

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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Mrs Marlene Bogaards