Course Title: Promote products and services

Part B: Course Detail

Teaching Period: Term1 2021

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: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email:

Name and Contact Details of All Other Relevant Staff


Ozlem Agca 



Joseph Matthews 



Marion Camilleri


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


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


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


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


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

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify the convergent market, prepare cross sector marketing tools and techniques and apply convergent marketing communications.

Teaching Schedule

This unit, MKTG7974C is clustered (co-delivered and assessed) with COMM7334C Apply marketing communication across a convergent industry. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


Weekly Schedule

Apply marketing communication across a convergent industry clustered with Promote products and services  Semester 1, 2021






8th February 

Topic 1 Introduction

Introduction to the course

Introduction to marketing as a context for marketing communications

What is a product?

What is a service?

All assessments


15th February 

Topic 2 Exploring Marketing Communications channels weeks 2 -7

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

All assessments


22nd February 

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

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



1st March

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

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

Assessment 1 due


8th 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.



15th March

PR and publicity – Online reputation management, reviews, blogsratings

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



22nd March

Personal selling –

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

Assessment 1 role play due


29th March

Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

Assessment 2 application


 Mid Semester Break 1st April  7th April 


12th  April 

Analysing the environment

Developing launch objectives

SWOT, Pest, Legal and regulatory issues

The competitor

Assessment 2 application



19th 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



26th April 


Have we achieved our communications objectives?

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

Assessment 2 Application

Assessment 2 due


3rd May 

Topic 4 - Creating a convergent Platform developing a launch micro site

Designing a website

Introduction to on line design

Visual and copy

Introduction to Weebly

Assessment 3 application

Assessment 3 focus begins


10th May 

Developing a DM email campaign – a look at mail chimp

Creating a blog

Creating a banner ad

Assessment 3 application



17th May 

Creating customer contact pages

Assessment 3 application



24th May 

Assessment consolidation

Assessment 3 due 


31st May 

Finalisation of assessments / resubmissions



7th  June 

Grade Entry



Learning Resources

Prescribed Texts


Other Resources

All resources are available on CANVAS.

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 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 clustered (co-delivered and co-assessed) with COMM7334 Apply Marketing Communications across a Convergent industry


Assessment Task 1 – Case study and role play

Date handed out:  Week 1

Date and time due:  During class weeks 4 and 7



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


There are 2 parts to this task, you will be required to complete:

Part 1 is to be completed in week 4: Develop and present a campaign

Part 2 is to be completed in week 7: Participate in a role-play


Assessment Task 2 – Communication Needs Analysis Report

Date handed out:  Week 1

Date and time due:  Week 11 

Group or Individual: Individual.                       


This assessment is designed to evaluate your ability to analyse the market and determine an organisation's marketing communications needs based on that analysis.


You are to assume the role of marketing consultant for a business product/service launch of their choice. You 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 organisation's marketing objectives.

You 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

Group or Individual: This is an individual assessment.  


This assessment is designed to evaluate your ability to implement an integrated communications strategy across a range of possible platforms based on the assessment of the organisation's communications needs.


You are to develop and implement your 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

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements  

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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:   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:   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.   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:   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.        Final Grades table:   CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the criteria will be provided by your teacher.


Course Overview: Access Course Overview