Units / MKF3121
MKF3121 · Marketing planning and implementation
2026 Handbook6 credit pointsLevel 3Department of Marketing
Last checked: 23 Aug 2026 UTCOverview
"Failing to plan is planning to fail." The use of a marketing planning framework is known to increase the likelihood of an organisation achieving its objectives. Be it for a specific product or a brand portfolio, goods or services, for profit or not for profit, organisations large or small, effective marketing strategies are based on a systematic analysis of the organisation's current situation, its customers, competitors and context. Drawing and building on knowledge from other marketing units, you will work in teams to create a marketing plan for a client.
Offerings
| Campus | Teaching period | Mode |
|---|---|---|
| Caulfield | Second semester | Teaching activities are on-campus (ON-CAMPUS) |
| Caulfield | First semester | Teaching activities are on-campus (ON-CAMPUS) |
Assessment
The Handbook lists an examination for this unit.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Exercise | Exercise | 10% | — |
| 2 | 2 - Written | Written | 20% | — |
| 3 | 3 - Written | Written | 25% | — |
| 4 | 4 - Presentation | Presentation | 10% | — |
| 5 | 5 - Examination | Examination | 35% | Threshold |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
prerequisite
- MKF2801 — Marketing insights
Learning outcomes
- explain the nature and role of marketing planning in the broader organisational context
- construct and present a marketing plan, using appropriate digital technologies
- demonstrate the value created by the marketing plan in relation to the achievement of marketing and organisational objectives
- discuss the complexities associated with implementing a marketing plan, and marketing, within an organisation
- employ the knowledge, skills and capabilities of team members while constructing and presenting a marketing plan.
Workload
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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
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