Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7915C

Course Title: Develop a marketing plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of 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

Ph: 9925 5155

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

 

This unit describes the skills and knowledge required to research, develop and present a marketing plan for an organisation.

It applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives.

Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.


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


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

 

 

 

Weekly schedule of content and assessments

BSBMGT616 Develop and implement strategic plans BSBMKG609 Develop a marketing plan

Semester 2 2017

 

 

Week number

Week beginning

Topic

Assessments

1

3rd July

Course Induction

 

Overview of the specific technology required for this course

Introductory Activities

Team work/communications ice-breaker 

 

2

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

3

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 

 

4

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

5

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

Branding

 

6

7th August

Assessment consolidation

Assessment 1 part 1 due

Pit stop 3

7

14th August

Development of marketing tactics part 1:

 Product /service

Pricing strategies and structure

Distribution

People

Processes

Physical evidence 

 

8

21st August

Development of marketing tactics part 2: 

Product /service

Pricing strategies and structure

Distribution

People

Processes

Physical evidence

 

Pit stop 4

 

 

Mid semester break 28th August – 1st September 

 

9

4th September

Marketing Communications 

Key messages

Advertising

Direct marketing

Personal selling

Sales promotion

E-marketing 

Pit stop 5

 

10

11th September

Assessment consolidation

Assessment 1 part 2 due

Pit stop 6

11

18th September

Control and management: 

Resources and structure

Responsibilities

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

 

 

12

25th September

Review and measurement: 

Measurement criteria and scheduling

Balanced scorecard structure & methodology

Milestones

Targets

Supporting technology and software. 

 

 

 

13

2nd October

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

 

 

14

9th October

Preparation for group presentations

Assessment 1 Part 3 due

15

16th October

Practice run and feedback with Elaine

 

16

23rd October

Client presentations

 

resits of major assignments if required

 

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

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


Overview of Assessment

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

Performance Evidence
Evidence of the ability to identify organisational objectives and:
• devise, document and present a marketing plan including:
• evaluation of marketing opportunity options
• marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives
• marketing tactics that are legal, ethical, achievable and can be reviewed
• costs, scheduling, responsibilities and accountabilities for tactics
• strategic use of marketing approaches and marketing mix
• rationale for objectives and chosen strategies and tactics
• adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation.

Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
• summarise organisational structure, products and services and overall strategic and marketing objectives
• outline common marketing opportunity options including:
• strategic alliances and cooperative business models
• new products or services to target specific markets
• greater market penetration with existing products or services
• take-overs
• new businesses and franchising
• other options relevant to the organisation
• outline common marketing strategies and marketing approaches
• explain processes to ensure marketing strategies, approaches and marketing mix align to organisation’s objectives and are legal, ethical and achievable
• outline the legislative and regulatory context of the organisation as relevant to the marketing plan


Assessment Tasks

This course is co delivered and co assessed with BUSM7927C Develop and implement a strategic 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

Requirements

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.

Note:

As an integral part of this assessment six “review pit stops” will be conducted during class time. Three for part 1 and 3 for part 2 and 2 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: 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=7usdbki

Course Overview: Access Course Overview