Course Title: Undertake marketing activities

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5819C

Course Title: Undertake marketing activities

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

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

Contact: Elaine Holstein
Elaine.holstein@rmit.edu.au
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

Nil

Course Description

This unit covers general and basic marketing and promotional activities that do not require detailed or complex planning or  implementation. It could be undertaken as part of a broader role of a person in a small enterprise, or as part of a marketing plan for a  larger enterprise. This unit covers general and basic marketing and promotional activities that do not require detailed or complex  planning or implementation. It could be undertaken as part of a broader role of a person in a small enterprise, or as part of a marketing plan for a larger enterprise.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG414A Undertake marketing activities

Element:

1. Research marketing information

2. Plan marketing activities

3. Implement marketing activities

4. Review marketing activities

Performance Criteria:

Plan marketing activities1.1Identify need for marketing activities
1.2Investigate previous marketing activities for relevant information
1.3Identify and analyse relevant policies and procedures
1.4Identify outcomes expected from marketing activities
1.5Undertake analysis of collected basic marketing information
1.6Develop and document work activity plans for marketing activities
1.7Obtain approval of plans from relevant enterprise personnel
Implement and manage marketing activities2.1Determine and access resources required for work activities
2.2Undertake marketing activities
2.3Assign responsibilities and functions to relevant personnel performing specific marketing functions
2.4Monitor marketing activities, reviewing and amending activity plans as required
Review marketing activities3.1Measure and document outcomes of marketing activities
3.2Review marketing activities against expected outcomes and document identified improvements
3.3Prepare reports of marketing activities and communicate to relevant enterprise personnel


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to plan, implement and manage basic marketing and promotional activities.


Details of Learning Activities

Includes the following:

A range of research and exploration

case study

Completion of pratical assessments

Class discussion and debate

On-line disucssion board activities


Teaching Schedule

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Date
Topic
11th FebCourse Introduction and overview.
18th FebOverview of the elements of marketing and marketing planning

Students will identify a marketing challenge that will provide the focus for a major assignment

Overview of the regulatory framework
 

25th FebE marketing communication tools and techniques

An overview of the tools available to the e-marketer/advertiser
E- marketing channels

Exploration of the range of e-marketing communication channels and an analysis of their strengths and weaknesses

 

4th MarchAssessing current marketing activities
- marketing objectives + brand
- Assessing the marketing activities (SWOT and GAP)
 
11th MarchProject Planning

Techniques and templates will be discussed for these two important processes
 

18th Marchstakeholder Management
Techniques and templates will be discussed for these two important processes
 
25th MarchDesign for the net

•Advertising
•Website introduction
•Introduction to to Weebly

28th March – 3rd April Mid-semester break 
8th AprilDesigning a website continued
15th AprilDevelopment of integrated marketing communications strategy

Students explore the strategic approaches to integrating marketing communications with an emphasis on the developing on e-marketing communications
•Examination of reporting styles/formats

22nd April•A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery
 

29th April•An in depth look at:
Viral Marketing, Blogs, e-newsletters
 
6th May•A focus on:
Email Marketing, Extranets, Video on Demand
 
13th mayA focus on:
Social networking twitter, Linkedin, Face book,
You tube Internet Radio and podcasts
 
20th May•A focus on:
Measurement of your e-marketing campaigns
 
27th May•A focus on:
Assessment 3
 
3rd JuneGroup interviews


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

TASK 1 – Group participation and e-reflection - Individual assessment

Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. For weeks 2, 3, 6, 12 and 16 students will be required to prepare a short reflective comment and discussion board entry that summarises the essence of their learning for each week and includes the link to 1 interesting reference (not including in teachers resources and not included by another student I your class) to share with the rest of the class.

Submission Requirements: Students are required to participate in class activities and post discussion board contributions as per the specific criteria to be outlined in class, during the identified weeks. The parameters of the discussion content will be discussed in the first week of class.

To be deemed competent in this task students must complete participate in class activities and satisfactorily participate in the weekly discussion board discussions.

Submission Requirements: Through the discussion board and wiki facilities on Blackboard.

Task 2 – Knowledge Sharing Workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes) (group assessment)

The objective of this activity is to encourage students to explore the concepts and theories presented from a different angle and to learn to learn from each other. In groups of 3 students will research, prepare and present to the whole group, an in depth and focussed examination of a topic that emanates from the course content. This will need to include a whole of group, or small group activity designed to provide a practical angle to a theoretical concepts. Each workshop will last for 20 mins with 10 mins questions and wrap up.

To be deemed competent in this task students must:

•Content that enriches the knowledge of class
•Interesting and engaging presentation style
•Include an activity that practically applies the new learning
•Opportunity for participants to ask questions re the workshop content and activity.

Task 3 – Integrated e-marketing communications campaign (Due Date: COB Friday Week 15)

Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will identify an interesting marketing challenge for a new or existing company. They will then work on a marketing communications challenge that an organisation may face. Groups will need to research information and analysis required and prepare an e-marketing communications campaign for the organisation’s /product/service.

To be deemed competent in this task, students must prepare a comprehensive e-marketing communications campaign with the following elements:

•Structured report presentation
•Introduction – Identification of the challenge
•Overview of current marketing activities that the organisation undertakes using appropriate analytical methodology
•Project Plan
•Stakeholder Management Plan
•Goals and Objectives for the campaign (these will be smart marketing objectives)
•Clear definition and description of the target Market
•Clear recommendations for the e-channel mix
•Design elements relevant to the channel mix and target audience
•Design and development of a website as part of the integrated mix
•Methods for measuring effectiveness and campaign reporting
•Summary and recommendations

Students will be provided with detailed marking guides for each assessment task at the commencement of the course.
Submission Requirements: Students are required to provide a written document uploaded onto blackboard. Emailed submissions will not be marked


Assessment Matrix

Evidence of the following is essential:

•planning and implementing marketing activities
•reviewing the effectiveness of the marketing plan
•documenting the activities and processes worked with
•knowledge of relevant legislation.

Required KnowledgeAssessment
•key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:
•anti-discrimination legislation
•ethical principles
•codes of practice
•privacy laws
•environmental issues
•occupational health and safety
•organisational policies and procedures
•specific product knowledge related to goods and services being marketed.Assessment tasks 1, 2 and 3
Required skills
•literacy skills to read a variety of texts, to prepare general information and papers, and to write formal and informal letters according to target audience
•planning skills to develop implementation schedulesAssessment tasks 1, 2 and 3
•problem-solving skills to address issues which may affect plans and their implementation.Assessment tasks 1, 2 and 3



ElementPerformance criteriaAssessment
1Plan marketing activities
1.1Identify need for marketing activities Assessments 1, 2 and 3
1.2Investigate previous marketing activities for relevant information
1.3Identify and analyse relevant policies and procedures
1.4Identify outcomes expected from marketing activities
1.5Undertake analysis of collected basic marketing information
1.6Develop and document work activity plans for marketing activities
1.7Obtain approval of plans from relevant enterprise personnel
2Implement and manage marketing activities
2.1Determine and access resources required for work activitiesAssessments 1, 2 and 3
2.2Undertake marketing activities
2.3Assign responsibilities and functions to relevant personnel performing specific marketing functions
2.4Monitor marketing activities, reviewing and amending activity plans as required
3Review marketing activities
3.1Measure and document outcomes of marketing activities Assessments 1, 2 and 3
3.2Review marketing activities against expected outcomes and document identified improvements
3.3Prepare reports of marketing activities and communicate to relevant enterprise personnel

Other Information

Clustered with Conduct Electronic Marketing Communications (MKTG5820C)

Course Overview: Access Course Overview