Course Title: Develop and implement strategic plans

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: BUSM7927C

Course Title: Develop and implement strategic plans

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 99255175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

Ph: 9925 5155

Nominal Hours: 80

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 establish the strategic direction of the organisation, sustain competitive advantage and enhance competitiveness. It covers analysis and interpretation of relevant markets, capability assessment of the organisation and analysis of the organisation’s existing and potential competitors and allies. It also covers implementation of the strategic plan and developing specific actions and initiatives that will be undertaken by people working in various roles.

It applies to individuals working in senior roles in the organisation who have responsibility for ensuring that the organisation is positioned to ensure its long-term viability and success.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMGT616 Develop and implement strategic plans


1. Confirm organisational vision and mission

Performance Criteria:

1.1 Check with stakeholders that organisational vision and mission are still held to be current and are supported

1.2 Make any changes or refinements to vision or mission statement as required

1.3 Review or develop organisational values to support the vision and mission statement

1.4 Gain support for strategic planning process from all relevant stakeholders


2. Analyse the internal and external environment

Performance Criteria:

2.1 Determine information requirements and undertake or commission research to deliver relevant information

2.2 Analyse political, economic, social, and technological developments in a global context

2.3 Seek advice from appropriate experts wherever necessary

2.4 Identify and consider strengths and weaknesses of existing and potential competitors and allies

2.5 Analyse organisation’s strengths, weaknesses, opportunities and threats

2.6 Consider cooperative ventures that are supported by risk and cost benefit analyses, are consistent with the organisational vision, mission and values and provide for due diligence

2.7 Check that analysis of internal and external environment is consistent with the perspectives of other informed people


3. Write strategic plan

Performance Criteria:

3.1 Document relevant research and background for inclusion in the strategic plan

3.2 Formulate strategic objectives and strategies needed for the future

3.3 Detail each strategy with an assigned priority, a timeframe, responsible parties and measurable performance indicators

3.4 Circulate strategic plan for comment, support and endorsement


4. Implement strategic plan

Performance Criteria:

4.1 Communicate strategic plan to all relevant parties

4.2 Brief people with a specific role in relation to strategies

4.3 Use performance indicators to monitor progress in implementing plan

4.4 Make necessary refinements to plan

4.5 Evaluate achievement of objectives at agreed milestones

4.6 Review effectiveness of plan and consider methods for improving strategic planning processes

Learning Outcomes

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

 This course is co delivered and co assessed with MKTG7915C Develop a Marketing plan



Weekly schedule of content and assessments

 BSBMGT616 Develop and implement strategic plans BSBMKG609 Develop a marketing plan

Semester 2 2017



Week number

Week beginning




3rd July

Course Induction


Overview of the specific technology required for this course

Introductory Activities

Team work/communications ice-breaker 



10th July

Using business strategy to drive marketing strategy understanding the inter-relationships of an organisation’s key strategic planning documents

 Overview of the business planning process

Overview of the Marketing Planning Process


Pit stop 1


17th July

Developing our marketing plan

Creating the vision

Engaging the vision

Developing and marketing objectives:

Identifying and engaging key stakeholders

Application to product/service lifecycle



25th July

Current situational analysis:

Evaluation of existing marketing activities

Market condition evaluation

Customer analysis

Competitor analysis

Marketing Technology and systems employed


Technical forces:

Pit stop 2


31st July

Developing a competitive position- the heart and mind of the customer

 Customer segmentation

Customer targeting

Market positioning

Competitive advantage – USP’s

Competitor differentiation




7th August

Assessment consolidation

Assessment 1 part 1 due

Pit stop 3


14th August

Development of marketing tactics part 1:

 Product /service

Pricing strategies and structure




Physical evidence




21st August

Development of marketing tactics part 2:

 Product /service

Pricing strategies and structure




Physical evidence


Pit stop 4



Mid semester break 28th August – 1st September 



4th September

Marketing Communications 

Key messages


Direct marketing

Personal selling

Sales promotion



Pit stop 5



11th September

Assessment consolidation

Assessment 1 part 2 due

Pit stop 6


18th September

Control and management: 

Resources and structure


Budgets – why develop comprehensive forecasts

Project Plan of activities and scheduling

Comprehensive stakeholder management plan and actions

Identifying risks and developing a risk management strategy as part of plans




25th September

Review and measurement:

 Measurement criteria and scheduling

Balanced scorecard structure & methodology



Supporting technology and software. 





2nd October

Group focus development of marketing plans review and teacher/group consultation




9th October

Preparation for group presentations

Assessment 1 Part 3 due


16th October

Practice run and feedback with Elaine



23rd October

Client presentations 

resits of major assignments if required 


Learning Resources

Prescribed Texts


Other Resources

Resources will be provided to students throughout the semester as required.

Overview of Assessment

In order to be competent in this unit you must show evidence of:

Performance Evidence
Evidence of the ability to:
• consult and communicate effectively with relevant stakeholders to:
• confirm or revise the organisation’s mission, vision and values
• validate findings of research and analysis
• get input to and endorsement of strategic plans
• brief relevant parties about the plan
• analyse organisation’s internal and external environment to formulate strategic plans including:
• background and research relevant to the plan
• legislation, regulations and codes of practice, including for intellectual property
• objectives, strategies and priorities
• roles and responsibilities
• performance indicators
• timeframes
• consideration of co-operative ventures
• cost-benefit and risk analysis
• seek advice from appropriate experts wherever necessary
• monitor and evaluate the implementation of the plan and make refinements as appropriate
• review effectiveness of planning processes and identify opportunities for improvement.

Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
• outline the legislation, regulations and codes of practice relevant to the organisation’s strategic plan.
• give examples of risks and risk management strategies relevant to strategic planning including:
• intellectual property rights and responsibilities
• other risks
• outline strategic planning methodologies including political, economic, social and technological (PEST) analysis and strengths, weaknesses, opportunities and threats analysis (SWOT)
• identify internal and external sources of information relevant to the organisation's market, competitors, customer base, vision, values and capabilities
• outline techniques for developing organisational values.

Assessment Tasks

This course is co delivered and co assessed with MKTG7915C Develop a Marketing plan


Assessment Task Group no more than 3

This assessment is designed to build on the strategic and analytics skills that students have developed in the diploma of Marketing and Communications. It is the capstone assessment that brings together stakeholder management, project management and problem solving in the context of the completion of suits of strategic planning documents relevant to addressing a WIL client brief.

This task will be completed in groups of 3. It is the first part of a 3 part major assessment. Students are to assume the role of management consultant to the chosen WIL client for this semester. They have been engaged by this organisation to identify business and marketing opportunities and prepare comprehensive marketing plans and tactics to address the problem identified in the client brief which will be distributed in the first week of semester 2.

Part 1 - 23:59 Sunday 13th August 2017

Part 2 - 23:59 Sunday September 17th 2017

Part 3 – 23:59 Sunday 15th October 2017


A formal business report addressing the issues identified that has been well formatted and presented to a high standard

  • The marking guide contained below provides a suggested structure and content for the report.
  • Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
  • This will need to be presented in word or PDF with no less than 10 point type.


As an integral part of this assessment six “review pit stops” will be conducted during class time. Three for part 1 and 2 for part 2 and 1 for part 3. Each group member will chair one of the pit stop meetings held with the client (the teacher). Schedule for pit stop meeting dates is contained in the weekly schedule of content and assessments which can be found at the beginning of the course materials section.

  • Criteria for what constitutes a successful pit stop meeting will be discussed during class in weeks 1 and 2
  • While the project itself will receive an overall group grade, individual grades will be adjusted downwards accordingly by 10% for each meeting missed, for any group member who does not participate in all three pit stop meetings or does not chair a successful pit stop meeting.
  • Pit stop meeting notes are to be included with the assessment


Formal report

Uploaded onto Blackboard as either a word document or PDF. Blackboard does not support any other report writing software. A formal client presentation is also required

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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

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:;ID=7usdbki


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.

Course Overview: Access Course Overview