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Marketing Management and Planning (6371.7)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: School of Management



    Unit Outlines

    To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

    • HKBU Trimester 3, 2018, ON-CAMPUS, HKBU (182796) - View
    • Semester 2, 2018, ON-CAMPUS, BRUCE (179586) - View
    • Semester 2, 2017, ON-CAMPUS, BRUCE (167224) - View
    • UC Term 2, 2017, ON-CAMPUS, HKBU (173454) - View
    • Semester 2, 2016, ON-CAMPUS, BRUCE (156866) - View
    • UC Term 3, 2016, INTENSIVE, HKBU (156869) - View
    • Semester 2, 2015, ON-CAMPUS, BRUCE (140901) - View
    • UC Term 2, 2015, INTENSIVE, HKBU (143592) - View

    If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


    This unit focuses on the marketing planning process, strategic market management, and implementation. The models and methods covered include scenario analysis, impact analysis, strategic information scanning systems, the key success factor/competitive environments, customer-based competitor identification and the capital asset pricing model. The uses of various marketing research techniques are examined and applied to real world situations. Students will gain practical experience through participation in marketing exercises, simulation games and computer modelling in the application of analytical tools for market analysis and measurement profitability and productivity analysis, pricing decision analysis, sales forecasting, the development of marketing, plans and budgets, physical distribution management and channel management.

    Learning Outcomes


    1. conduct an external marketing evaluation/audit of an organisation.

    2. conduct an internal marketing evaluation/audit of an organisation.

    3. address key strategic questions.

    4. Explain, discuss and implement strategic market segmentation and positioning.

    5. Formulate a marketing strategy, with particular emphasis on the evelopment of product, distribution, promotion and pricing strategies and tactics.

    Assessment Items

    Contact Hours

    Normally thirty nine hours per semester.


    6357 Introduction to Marketing OR 9521 Foundations of Marketing

    Referenced Courses

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