MKTG5408 Marketing Analysis and Planning

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Semester 2UWA (Perth)Online-TT
Semester 2UWA (Perth)Multi-mode
Content
This unit focuses on the use of traditional and contemporary planning tools and techniques for making sense of changing marketing environments. The unit extends fundamental marketing skills such as analysis of market research data, brand design, advertising, segmentation, targeting and positioning, and the development of a marketing plan, and emphasises a broader strategic focus such as identifying and developing sustainable competitive advantages.
Outcomes
Students are able to (1) demonstrate the ability to apply a broad, coherent and in-depth knowledge of foundational and contemporary marketing theories, concepts, practical principles, and processes; (2) obtain, analyse and interpret data relevant to making evidence-based decisions in emerging or new marketing tasks in complex contexts; (3) exercise judgement to recommend appropriate solutions for emerging or new marketing tasks in complex contexts; and (4) demonstrate the ability to produce clear and concise written communication in a complex marketing context to specialists and non-specialists.
Assessment
Indicative assessments in this unit are as follows: (1) participation; (2) group project; and (3) test. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Dr Oliver Rahn
Unit rules
Prerequisites:
MKTG5561 Marketing Management. This is a capstone unit. Students should enrol in this unit towards the completion of the course.
Contact hours
lecture/seminar/tutorial: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook. Reading lists and essential textbooks are subject to change each semester. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus. Copies of textbooks and other readings will be made available for students to access from the Library, online wherever possible as well as in print.
  • If this unit is offered as on-campus face-to-face study only, students who are presently unable to enter Western Australia and whose studies would be delayed by an inability to complete this unit, should contact the unit coordinator (details given on this page) to ascertain, on an individual case-by-case basis, if alternate arrangements can be made to support their study in this unit.