Course Title: Promote products and services

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7974C

Course Title: Promote products and services

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: 61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Elaine Holstein

elaine.holstein@rmit.edu.au

9925 5155

 

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

 This unit describes the skills and knowledge required to coordinate and review the promotion of an organisation’s products and services.

It applies to individuals with a broad knowledge of the promotion of products and services specific to an organisation. They may have responsibility to provide guidance or to delegate aspects of these tasks to others.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG413 Promote products and services

Element:

1. Plan promotional activities

Performance Criteria:

 

1.1 Identify and assess promotional activities to ensure compatibility with organisational requirements

1.2 Plan and schedule promotional activities according to the marketing needs of the organisation

1.3 Determine overall promotional objectives in consultation with designated individuals and groups

1.4 Ensure that timelines and costs for promotion of activities are realistic and consistent with budget resources

1.5 Develop action plans to provide details of products and services being promoted

Element:

2. Coordinate promotional activities

Performance Criteria:

 

2.1 Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of promotional goals

2.2 Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel

2.3 Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation

2.4 Use networks to assist in the implementation of promotional activities

Element:

3. Review and report on promotional activities

Performance Criteria:

 

3.1 Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services

3.2 Assess effectiveness of planning processes to identify possible improvements in future activities

3.3 Collect feedback and provide to personnel and agencies involved in promotional activity

3.4 Analyse costs and time lines to evaluate the benefits accruing from the promotional activities

3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional activities


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to; plan promotional activities, coordinate promotional activities and review and report on promotional activities.


Details of Learning Activities

 A range of in class activities, case studies and independent research are included as the learning activities for this course.


Teaching Schedule

 

 

 

Weekly Schedule

Apply marketing communication across a convergent industry clustered with Promote products and services

1 2017

 

 

Week number

Week beginning

Topic

Assessments relevant to this topic

1

6th February

Topic 1 Introduction

All assessments

 

 

Introduction to the course

Introduction to marketing as a context for marketing communications

What is a product?

What is a service?

 

2

13th February

Topic 2 Exploring Marketing Communications channels weeks 2 -7

All assessments

 

 

A look at the customer, the communications process and the marketing communications channels

 

3

20th February

Advertising – TV, radio, print, banner ads and affiliate advertising

Using advertising to promote products and services case study and in class activity.

Assessment 1 in class activity and observation

4

27th February

Direct marketing – email, newsletter, intro to social media channels

Using DM to promote products and services case study and in class activity.

 

5

6th March

Event management – exhibitions, trade fairs and launches, Using events to promote products and services case study and in class activity exploring the virtual event.

Assessment 1 in class activity and observation

6

13th March Labour day Monday

PR and publicityOnline reputation management, reviews, blogs, ratings

Using PR to promote products and services case study and in class activity

 

 

7

20th March

Personal selling –

Using PR to promote products and services case study and in class activity

 

 

8

27th March

Topic 3 Analysing the Marketing communications requirements weeks 8-11

Assessment 2

 

 

 

Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

 

 

Assessment 2 application

 

 

9

3rd April

Analysing the environment

Developing launch objectives

 

SWOT, Pest, Legal and regulatory issues

The competitor

 

Assessment 2 application

 

10

10th April

Project Planning

Techniques and templates will be discussed for these two important processes

Stakeholder Management

Techniques and templates will be discussed for these two important processes

 

Assessment 2 application

 

 

 

Easter and Mid-semester break 13 – 19 April

 

11

24th April (Tuesday 25th April Anzac Day)

Measurement

Have we achieved our communications objectives?

 

User feedback - collecting and integrating user information to improve all our communications

 

Assessment 2 Application

Assessment 2 due

12

1st May

Topic 4 - Creating a convergent Platform developing a launch microsite

Assessment 3

 

 

Designing a website

Introduction to on line design

Visual and copy

Introduction to Weebly

 

Assessment 3 application

 

13

8th May

 

Developing a DM email campaign – a look at mail chimp

Creating a blog

Creating a banner ad

 

Assessment 3 application

 

14

15th May

 

Creating customer contact pages

 

Assessment 3 application

 

15

22nd May

Assessment consolidation

Assessment 3 due

 

16

29th May

Resubmits if required

 

 

 

  


Learning Resources

Prescribed Texts


References


Other Resources

A range of resources will be provided to students throughout the semester.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • identify the context for the promotional activities including:
  • relevant legislation/regulations
  • organisation’s goals, objectives, systems, policies and procedures
  • budget and timelines
  • marketing needs and, if defined, marketing plans
  • objectives of the promotional activities
  • consult with relevant stakeholders to plan promotional activities to meet objectives, budget and timelines
  • coordinate promotional activities including:
  • allocation of personnel, roles and responsibilities
  • sourcing other resources and promotional products as appropriate
  • use of networks and relationships
  • analyse feedback and data to evaluate the effectiveness of planning processes and promotional activities and make recommendations on future directions of promotional activities.

 Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline the legislative and regulatory context of the organisation as relevant to the marketing plan
  • outline the planning processes for organising promotional activities
  • explain the organisation’s marketing objectives and how they support the overall business objectives
  • explain how common promotional activities could be used to support the marketing objectives with reference to
  • advertising
  • client functions
  • employee functions
  • media announcements
  • product launches
  • web pages.

 

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

 

 


Assessment Tasks

Note that this course is co-delivered and co-assessed with COMM7334 Apply Marketing Communications across a Convergent industry

Assessment Task 1 – In class communications activities

Date handed out:  Week 1

Date and time due:  During class weeks 3 and 5

Group or Individual: Groups of no more than 3 persons.                    

Purpose:

This assignment will allow students to demonstrate an understanding of the various marketing communications channels discussed. In class case study challenges will be presented and students will be required to complete the challenge as set during the class time allocated.

Requirements:

Students will be required to read the challenge as set down, select a small team to work with, then plan the best approach to address the challenge and complete their response. Students will then present their approach to the broader group. This whole process will be observationally assessed by the teacher.

This assignment must be done during class time and is designed to assess:

 Marking guides have been provided to all students.

 Assessment Task 2 – Communication Needs Analysis Report

Date handed out:  Week 1

Date and time due:  Week 11 (30th April: Sun.11.59pm.)

Group or Individual: Individual.                       

Purpose:

This assessment is designed to evaluate students ability to analyse the market and determine an organisations marketing communications needs based on that analysis.

 Requirements:

Students are to assume the role of marketing consultant for a business product/service launch of their choice. They are to decide upon a launch strategy including a website, electronic advertisements, email direct marketing and public relations to convey marketing communications consistent with the organisations marketing objectives.

 Students will produce a detailed requirements report covering the communications needs and to make appropriate recommendations for a new strategy and website to be used as part of the organisation’s product/service launch.

Assessment Task 3 – - Integrated Communications strategy across convergent platforms.

Date handed out:  Week 1

Date and time due:  Week 15 Sunday 28th May 23:59

Group or Individual: This is an individual assessment.  

Purpose:

This assessment is designed to evaluate students ability to implement an integrated  communications strategy across a range of possible platforms based on the assessment of the organisations communications needs.

Requirements:

Students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 2 – Requirements Report. The website must be designed, incorporating an electronic advertisement, relevant products and services pages, a selection of social media channels, an email newsletter and a blog.

 


Assessment Matrix

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.


Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension

Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w

Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

 

Course Overview: Access Course Overview