791-229 Marketing II

Credit Points

Coordinator

Prerequisites

Marketing I.

Semester

Contact

Subject Description

The objective of this subject is to enable students to:

• understand corporate and marketing planning systems and procedures;
• appreciate the development of corporate strategies within which marketing and market plans must be developed;
• appreciate the importance of the product planning function as both a marketing activity and a top management responsibility.

The content includes: The role of marketing and how it provides the link between consumer needs and organisational activity. The organisation of the marketing system and its contribution to the achievement of organisation objectives. Principles and practice of marketing planning, the framework for problem solving and strategy formulation.

Assessment

Two hour examination (50%); assignment of 2000 words; (20%); oral presentation (10%); written case study (20%).