Course Title: Develop a marketing plan
Part B: Course Detail
Teaching Period: Term2 2017
Course Code: MKTG7996C
Course Title: Develop a marketing plan
School: 345T Media and Communication
Campus: City Campus
Program: C6151 - Advanced Diploma of Screen and Media
Course Contact: Program Administration
Course Contact Phone: +61 3 9925 4815
Course Contact Email: mcvet@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Arthur Michalopoulos
e: arthur.michalopoulos@rmit.edu.au
ph: 9925 4111
Jeanie Hague-Smith
e: jeanie.hague-smith@rmit.edu.au
ph: 9925 4815
Peter Kennedy
e: p.kennedy@rmit.edu.au
ph: 9925 8079
Nominal Hours: 50
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
In this course you will cover the skills and knowledge required to research, develop and present a marketing plan for an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG609 Develop a marketing plan |
Element: |
1. Devise marketing strategies |
Performance Criteria: |
1.1 Evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process 1.2 Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources 1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives 1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection 1.5 Ensure strategies align with organisation’s strategic direction 1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives |
Element: |
2. Plan marketing tactics |
Performance Criteria: |
2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible 2.2 Identify coordination and monitoring mechanisms for scheduled activities 2.3 Ensure tactics are achievable within organisation’s projected capabilities and budget 2.4 Ensure tactics meet legal and ethical requirements 2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary |
Element: |
3. Prepare and present a marketing plan |
Performance Criteria: |
3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix 3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics 3.3 Present marketing plan for approval in the required format and timeframe 3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements. You will have the ability to develop a marketing plan and marketing material, both as an individul and for group projects.
Details of Learning Activities
In class learning activities may include, but are not limited to:
• lectures and/or lab work
• teacher directed group activities and projects
• concept development of group and individual projects
• group discussions and class presentations
• peer and teacher feedback
• WIP (work in progress) reviews
• self directed online, library and industry research
• self directed project production work and reflection
• class excursions to events and locations outside of RMIT
Out of class activities may include, but are not limited to:
• maintaining secure daily backups of all assessment and project data
• accessing online tutorial resources
• self directed online, library and industry research
• self directed project production work and reflection
Teaching Schedule
CUAPPM502 Realise productions - BSBMKG609 Develop a marketing plan - BSBMKG527 Plan social media engagement | |||||
Class content |
Assessments |
CUAPPM502 |
BSBMKG609 |
BSBMKG527 |
|
Wk 1 |
Marketing & Social Media - Introduction - A01 - Marketing and Social Media Research |
1,2,3 |
1, 2 |
1, 2 |
|
Wk 2 |
Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback. |
|
1,2,3 |
1, 2 |
|
Wk 3 |
Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback. |
1,2,3 |
1, 2 |
||
Wk 4 |
WIP review – Present your progress with A01 - Marketing and Social Media Research |
A01 - Marketing and Social Media Research |
1,2,3 |
1,2 |
3, 4 |
Wk 5 |
Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback. |
1,2,3 |
3, 4 |
||
Wk 6 |
WIP review – Present your progress - A02 - Industry Project report |
1,2,3 |
4 |
||
Wk 7 |
WIP review – Present your progress - A03 - Design Project 4 Production Deliverables Introduce - A04 - Marketing and Social Media Plans |
2, 3 |
1, 2 |
1, 2 |
|
Wk 8 |
Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback. |
A02 - Industry Project report |
1, 2, 3 |
1, 2 |
1,2,3 |
Wk 9 |
Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback. Marketing & Social Media - Begin individual social media campaign |
1, 2, 3 |
1,2 |
1,2,3,4 |
|
Wk 10 |
Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback. |
2, 3 |
1,2 |
1,2,3,4 |
|
Wk 11 |
WIP review – Present your progress - A03 - Design Project 4 Production Deliverables and A04 - Marketing and Social Media Plans |
2, 3 |
1,2 |
3,4 |
|
Wk 12 |
WIP review – Present your progress - A03 - Design Project 4 Production Deliverables |
3 |
1,2,3 |
3,4 |
|
Wk 13 |
Interactive Media Industry Seminar - Engage and network with established industry practitioners. |
2, 3 |
2,3 |
3,4 |
|
Wk 14 |
Design Project 4 - Presentations of final productions and selection for Graduate Showcase. |
2, 3 |
3 |
3,4 |
|
Wk 15 |
Design Project 4 - Graduate Showcase activities. |
A03 - Design Project 4 Production Deliverables |
2, 3 |
3 |
3,4 |
Wk 16 |
Design Project 4 - Graduate Showcase activities. |
A04 - Marketing and Social Media Plans |
3 |
3 |
3,4 |
Learning Resources
Prescribed Texts
N/A |
References
The University Library has extensive resources. The Library has produced a number of subject guides that includes quality online and print resources for your studies. The Library provides guides and subject specialist help via your Liaison Librarians. |
Other Resources
Students are encouraged to make full use of class time, open studio time and University computer lab resources. Please consult the RMIT University web site for details of access times and locations.
Other required resources include, but are not limited to: an A4 or A3 visual diary, drawing materials (pencils of various grades (1B & 2B), erasers, coloured pencils and pens, graphic markers such as Copic brand) broadband internet access, suitable digital media storage such as a portable hard drive or USB flash drive, with at least 64Gb capacity.
Overview of Assessment
Assessment is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through group and individual projects and through the application of learned skills and insights to your assessment tasks.
Assessment Tasks
Assessment for this course is competency based. To show competency, you must complete all assessments to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task. Once you have demonstrated competency, you will receive a grade for A0x and A0x and for the course.
Late submissions or submissions that do not reach the required standard, may be assessed Not Yet Satisfactory. You will receive resubmission instructions via email, myRMIT or LMS feedback. Resubmissions must occur within a week of this notification.
Graded assessments which are resubmitted, are eligible for CAG (Competency Achieved Graded) only.
Please refer to the assessment brief for full assessment criteria or assessment rubric. All assessment documents are available on the course LMS page through MyRMIT.
UNGRADED:
A01 - Marketing and Social Media Research
Research and report on contemporary social media tools, techniques and processes as they relate to enterprise marketing.
Due week 4. Ungraded.
GRADED:
A02 - Industry Project report
A review and report of your industry project work performance undertaken by yourself, your peers and your teachers.
Due week 8. Graded.
A03 - Design Project 4 Production Deliverables
Present final Design Project 4 production deliverables.
Due week 15. Graded.
A04 - Marketing and Social Media Plans
Develop marketing and social media plans for an individual creative practitioner, or for the end of year Graduate Showcase.
Due week 16. Graded.
Graded assessment in this course uses the following grades:
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
Assessment Matrix
The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency.
The assessment matrix for this course can be found on Blackboard through myRmit, or from your teacher.
Other Information
Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters: https://www.rmit.edu.au/students
Cover Sheet for Submissions:
You must complete and sign a submission cover sheet for every piece of submitted work, including online submissions.
http://mams.rmit.edu.au/s1llva641yxuz.pdf
Attendance:
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises
It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.
Assessment Feedback:
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
http://www1.rmit.edu.au/policies/assessment-policy
Student Progress:
Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/academic-progress
Adjustments to Assessment (eg. applying for an extension of time):
If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.
Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.
https://www.rmit.edu.au/students/student-essentials/rights-and-responsibilities/academic-integrity
Credit Transfer and Recognition of Prior Learning:
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.
https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit
Course Overview: Access Course Overview