Course Title: Build client relationships and business networks

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7904C

Course Title: Build client relationships and business networks

School: 650T Vocational Business Education

Campus: City Campus

Program: C4360 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Peter Lawrance -

Doug Bell -

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


Course Description

This unit describes the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.

It applies to individuals such as marketing and sales professionals who depend on excellent interpersonal relationships and communication skills to achieve outcomes but may also apply to other individuals working in any industry.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBREL402 Build client relationships and business networks


1. Initiate interpersonal communication with clients

Performance Criteria:

1.1 Identify and use preferred client communication styles and methods
1.2 Establish rapport with clients using verbal and non-verbal communication processes
1.3 Investigate and act upon opportunities to offer positive feedback to clients
1.4 Use open questions to promote two-way communication
1.5 Identify and act upon potential barriers to effective communication with clients
1.6 Initiate communication processes which relate to client needs, preferences and expectations


2. Establish client relationship management strategies

Performance Criteria:

2.1 Develop client loyalty objectives focusing on the development of long term business partnerships
2.2 Assess client profile information to determine approach
2.3 Develop client loyalty strategies to attract and retain clients in accordance with the business strategy
2.4 Identify and apply client care and client service standards


3. Maintain and improve ongoing relationships with clients

Performance Criteria:

3.1 Develop strategies to obtain ongoing feedback from clients to monitor satisfaction levels
3.2 Develop strategies to elicit feedback which provide information in a form that can be used to improve relationships with clients
3.3 Obtain feedback to develop and implement strategies which maintain and improve relationships with clients


4. Build and maintain networks

Performance Criteria:

4.1 Allocate time to establish and maintain business contacts
4.2 Participate in business associations and/or professional development activities to establish and maintain a network of support for the business and to enhance personal knowledge of the market
4.3 Establish communication channels to exchange information and ideas
4.4 Provide, seek and verify information to the network

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.

Details of Learning Activities

This unit is delivered with a combination of class lectures in the skills and processess needed for successful presentations, and a number of practice presentations in class. Two of the assessments are actual presentations made in class, and attendance for these assessments is compulsory.

Teaching Schedule


Week CommencingTopics
1 Feb 8Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy

The courses Make a Presentation and Build Client Relationships are co-delivered an co-assessed.

2 Feb 15Build client relationships and business networks.

Networking. What is it. Why it is important.

Personal networks: examples. Six degrees of Separation.

Business networks.

Old – discuss types, rules

Workshop researching Network events.

3 Feb 22Linked In.


How to use it as a student, and in business.

Create/update a Linked In profile.

4Feb 29Client relationships -B2C
Why, How. Examples. Social media

 Mar 7

CRM Workshop
6 Mar 14Client relationships - B2B

Relationship building

Communication skills and styles

Body language

7 Mar 21Make a Presentation.


Types of presentations.

Examples, What is ‘good’?


Debate teams, topics.

Explain debates.

  Mid Semester Break
 8Apr 4The Process. Objective, Outline, Cards.

Practice presentations.


9 April 11


Structure. Openings, Engagement.


Content. Persuasion.

Practice presentations.

Workshop debate.

Team time.


10 April 18




11 April 25


Verbal, Non-verbal skills




12 May 2



Workshop assessment Three

13 May 9Workshop assessment Three
14 May 16Assessment Three presentations
15 May 23Assessment Three presentations
16May 30Student counselling and feedback.


Learning Resources

Prescribed Texts


Other Resources

There are no other prescribed texts or specific references, however there are many books and Youtube videos on aspects of the subject we will discuss.

The class powerpoint presentations are also essential reading as they, along with class discussions, are the basis of all assessments.

Overview of Assessment

This course is co-delivered and co-assessed with COMM5966C Make A Presentation

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • identify clients’ preferred communication styles and methods and potential barriers to communications and use appropriate communication styles and strategies
  • apply communication techniques to establish rapport and promote two-way communication
  • develop and implement client loyalty strategies and service standards based on business objectives and client information
  • develop and implement strategies to elicit feedback from clients and use it to improve relationships and customer satisfaction
  • maintain contacts and participate in formal and informal networks that support the business and enhance personal knowledge of the market.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • give examples of strategies that can build client loyalty including those that focus on:
    - financial incentives and special offers
    - premium services and private/dedicated facilities
    - loyalty programs, rewards and recognition
  • outline issues that are commonly addressed in client care/service standards in the industry
  • outline typical barriers to communicating with clients and possible strategies to address them
  • give examples of strategies for feedback
  • describe the principles and techniques for effective communication and networking
  • outline networking opportunities relevant to the business with reference to:
    - government, industry and professional associations
    - trade shows, conferences, briefings and other professional development activities
    - existing groups or networks
    - businesses and individuals
  • outline aspects of organisational policies, procedures and processes that are relevant to communicating with clients and participating in networks.


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.

Assessment Tasks

This course has three assessments.  Students must complete all assessment tasks to be deemed competent in this unit.

Assessment Task 1

Part A : Networking
Date handed out: Week Two
Date and time due: Week Seven
Group or Individual: Groups of two, or individual with teacher agreement..

Networking is an important business skill, regardless of the business discipline one works in. The ability to network successfully greatly increases a person’s opportunities to progress through a career.

For this assessment students, in pairs, are asked to research a suitable business networking event, arrange to attend and to investigate how the attendees evaluate the event.

This assessment is to be done singly or in pairs.

Research online a suitable event, and gain approval in advance from the teacher that it meets the definition of an acceptable business event. No more than two pairs of students are to attend any one event. Arrange with the organiser to attend and then write a joint report..

Part B:
Date handed out: Week Two
Date and time due: Week Seven.
Group or Individual: Same groups of two, or individual with teacher agreement.

Customer Relationship Management (CRM) is the fastest growing marketing communications platform in the world. The ability collect data about customers’ behaviour is shaping how every smart business plans and delivers it’s customer communications.

This assessment asks students to study a successful CRM program and analyses how it works and why it is successful.


The task is to identify a CRM program running in Australia that you believe is a good example of effective CRM, research and evaluate it against a set of questions.

Assessment Task 2 – The Debate
Date handed out: Week Six
Date and time due: Week Ten
Group or Individual: Group (3), but students will be graded individually.

The purpose of this assessment is to demonstrate your ability to both prepare an argument in support of a case, and also to listen and respond to counter-arguments. This will give students valuable preparation, organization and listening skills, as well as public presentation experience.

This assessment requires students to participate in a formal debate as part of a three-member team.

IMPORTANT. This assessment will only take place in class in Week 10. All students must be present on that day to participate and receive a grade. The only exception will be students who have applied for and received Special Consideration, according to RMIT policy before the Debate date.

Assessment Task 3 – The Big Presentation.
Date handed out: Week 11
Date and time due: Week 14-15
Group or Individual: Individual

The purpose of this assessment is for students to demonstrate their presentation skills. This will give students valuable experience in the tasks involved in preparing and delivering a professional presentation, as well as the experience of making the presentation to their peers.

Students will be required to make a presentation, with visuals, on a topic to be advised in the brief in Week 11

IMPORTANT. The presentations will take only place in class over the weeks 14/15, with the order to be advised in advance. All students must be present on all presentation days to participate and receive a grade. The only exception will be students who have applied for and received Special Consideration, according to RMIT policy before their presentation date. Students who are late, or do not attend all presentations will be penalised 10% of their mark.

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent.
• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration.
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.
• Each page of your assessment you should include footer with your name(s), student number(s), the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

If you are found to be Not Yet Competent 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.

Final Date for All Assessments.
Unless the Late Submission Procedures (see below) are applied, no assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.

Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

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

Other Information

Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information:
Form to use:

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. 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:

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=7usdbki1fjf31

Course Overview: Access Course Overview