Course Title: Undertake marketing activities

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5351C

Course Title: Undertake marketing activities

School: 345T Media and Communication

Campus: City Campus

Program: C4197 - Certificate IV in Creative Industries

Course Contact : Program Administration - Adam Lovell

Course Contact Phone: 03 9925 4976

Course Contact Email:adam.lovell@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Viv Weir

Phone: 03 9925 8012

Email: viv.weir@rmit.edu.au

Nominal Hours: 60

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 course focuses on the skills required to co-ordinate a range of creative marketing and promotional activities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUEMAR03B Undertake marketing activities

Element:

1.  Plan and organise marketing and promotional activities

Performance Criteria:

1.1 Plan and schedule activities in accordance with the marketing plan or other organisational systems
1.2 Identify, analyse and incorporate relevant market information into short term planning
1.3 Develop and implement detailed action plans for promotional activities at the appropriate time to address all operational details.

Element:

2.  Undertake a general public relations role

Performance Criteria:

2.1 Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the organisation
2.2 Use networks to assist in the implementation of promotional activities
2.3 Develop promotional resources in appropriate formats where required, ensuring accessibility for customer colleagues with special needs

Element:

3.  Review and report on promotional activities

Performance Criteria:

3.1 Prepare reports in accordance with the organisation’s marketing policy and required timeframes
3.2 Present market intelligence in a manner which provides clear and concise information to those responsible for sales and marketing planning
3.3 Make information reports to relevant colleagues to maximise opportunity to meet team targets
3.4 Review all activities in accordance with agreed evaluation methods and incorporate results into future planning
3.5 Agree to evaluation processes through consultation and negotiation


Learning Outcomes


On successful completion of this unit, you will be able to:-
• Understand key marketing principles and terms
• Research industry and marketing information including customer trends and preferences
• Develop appropriate promotional activities
• Apply marketing principles to practical workplace contexts
• Understand and evaluate marketing plans


Details of Learning Activities

Learning activities will consist of:-

In-class activities -
• practical exercises
• workshopping
• group discussions
• class presentations
• online research
• independent project based work
• teacher directed group activities

Out-of-class activities will include –
• independent reading
• interviews
• research.


Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

WeekClass ContentOtherElements
 1Key marketing principles
Evolution of marketing concept
Class exercises - ongoing1.1
 2Consumer behaviour
Marketing mix – the 4 P’s
 1.1,
 3Consumer motivation
Maslow’s hierarchy of needs
 1.2
 4 Changes to marketing mix
Product range
Why products fail
 1.1, 1.2, 1.3
 5Target markets
Consumer trends
 1.1
 6Marketing segmentation 1.2, 2.3, 3.2
 7Macro/micro environmentsTest 2.1
 8 Market research
- primary and secondary research
Case Study 1.3
 9SWOT analysis
Promotion strategies
Hand in Group Report2.3
10Presentation planning
Marketing a product
Report Presentation2.3
11Marketing online
Using appropriate databases – ABS, IBIS World
 Research - Carlton Library1.2
3.2
12Strategic planning 1.3
13Marketing plans
- purpose
- structure
 3.1,.3.2, 3.3, 3.4, 3.5
14Financial aspects of marketing plan 3.1,.3.2, 3.3, 3.4, 3.5
15Marketing plans - evaluation 3.1,.3.2, 3.3, 3.4, 3.5
16Course review,
Assessment feedback
Hand in Marketing Plan 


Learning Resources

Prescribed Texts

Class Handouts


References

You are advised to look at the course Blackboard site for ongoing updated information.


Other Resources

None


Overview of Assessment

Assessment tasks will involves practical exercises, knowledge assessment tasks and practical individual and group projects.


Assessment Tasks

Short Answer Test 20% Week 7
Case Study 15% Week 8
Group Report 20% Week 9
Report Presentation 15% Week 10
Marketing Plan 20% Week 16
Class Exercises 10% Ongoing

Grades used in this unit are as follows:

80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration



Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;


Other Information

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview