Course Title: Marketing Concept

Part A: Course Overview

Course Title: Marketing Concept

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1241

Brunswick Campus

Undergraduate

355T Int Centre for Graphic Tech

Face-to-Face

Sem 1 2006

Course Coordinator: John Magnik

Course Coordinator Phone: +61 3 9925 9462

Course Coordinator Email:john.magnik@rmit.edu.au

Course Coordinator Location: Bldg 515, Room 515.1.02B, Brunswick


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

Marketing plays an important part in shaping the fabric of Australian society and the global economy. In most organisations, marketing is a key management responsibility as it is the vehicle by which many organisations are driven. Marketing is an exciting and important area in business operations centred on understanding consumers and directing the firm’s resources to satisfying their demands.


Objectives/Learning Outcomes/Capability Development

Capabilities developed in this course include, but are not limited to:

Ability to differentiate the Key Characteristics of products/services and their significance to the market estimated.
Ability to apply a Pricing Policy and pricing variables analysed to determine their importance to marketing outcomes
Recognise and develop channels of distribution and understand their significance to marketing outcomes estimated.
Identify various levels of customer service provision and analyse these to determine the significance to marketing outcomes.
Understand and identify potential customer base and key pressure points for success.
Ability to know the effect of the components of the Marketing Mix on each is analysed and their relative importance to the customer base established.
Ability to Identify Environmental factors and assess for their impact on the marketing mix.
Ability to identify Consumer priorities that affect the Marketing Mix.
Product, pricing, promotional, distribution and service variations are considered and evaluated against marketing objectives and target market characteristics.
Ability to adjust the Marketing Mix that best satisfies and meets marketing Objectives
Ability to identify variable consumable systems and processes across the commercial market segments.
Ability to compare systems and processes for evaluation and application across markets segments.
Ability to Research, Analyse and Interpret market research and information.
Ability to use a range of data gathering techniques and marketing skills, to determine Commercial Printing opportunities.
Ability to analyse and interpret Non Verbal Communication and create greater clarity in explanations and presentations of information and negotiations.
Ability to utilise the skills and techniques of NLP and other skills as delivered in class lectures and discussions.
Ability to present to audiences using stage-anchoring and stage craft.
Ability to construct systematic and comparative, written and verbal reports and presentations identifying common themes across the commercial (print) segments.
Ability to liaise with, work in and report formally and informally to small and large audiences.


UNIT BSBMKG502 Establish and Adjust the Marketing Mix
ELEMENT PERFORMANCE CRITERIA
1.1  BSBMKG502A/02 Evaluate the significance of each component of the Marketing Mix and their inter-relationships

1. Key Characteristics of products/services are identified and their significance to the market estimated.
2. Pricing policy is reviewed and pricing variables analysed to determine their importance to marketing outcomes
3. Channels of distribution are reviewed and their significance to marketing outcomes estimated.
4. The level of customer service provision is identified and analysed to determine its significance to marketing outcomes.
5. Potential customer base and key pressure points for success are identified.
6. The effect of the components of the Marketing Mix on each other is analysed, and their relative importance to the customer base established.

2.0  BSBMKG502A/02 Determine the Marketing Mix for specific markets 1. Environmental factors are identified and assessed for their impact on the marketing mix.
1. Consumer priorities that affect the Marketing Mix are identified
2. Product, pricing, promotional, distribution and service variations are considered and evaluated against marketing objectives and target market characteristics.
3. A Marketing Mix is selected that best satisfies the target market and meets marketing objectives.
4. The Marketing Mix decision meets organisational, strategic and operational marketing objectives.

3.0  BSBMKG502A/03 Monitor and adjust the Marketing Mix 1. The Marketing Mix is monitored against marketing performance and components isolated for testing.
2. The implications of altering one or more components of the marketing mix are evaluated in relation to market forces and consumer response.
3. Components of the Marketing Mix are adjusted in the light of test results and the evaluation of market response.
4. The adjusted Marketing Mix meets budgetary requirements.
5. The adjusted Marketing Mix continues to meet organisational, strategic and operational marketing objectives.


Overview of Learning Activities

Students will study the role of marketing, its development, its practical application and theory in lectures, tutorials, workshops and practical sessions and through prescribed exercises and assessment work. These concepts will also be explored through the investigation of appropriate real world and simulated environments.


Overview of Learning Resources

Essential resources
Access to an internet connected computer outside of class times – Internet connected computers are available in the faculty of Business labs on level 3 of building 108, 259 Bourke Street Melbourne.


Texts (prescribed)

Marketing, A Practical Approach, Rix, Peter, McGraw-Hill Publishing, Fifth Edition, 2004

Additional References

Marketing, Kotler, Brown, Adam & Armstrong, Pearson Education Australia, Prentice-Hall, Sixth Edition, 2004

Essentials of Marketing, Summers, Gardiner, Lamb, Hair & McDaniel, Thomson, Second Edition, 2005


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including written reports, documentation, class tests, and practical problem solving exercises. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.