Course Title: Undertake marketing activities

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7941C

Course Title: Undertake marketing activities

School: 650T Vocational Business Education

Campus: City Campus

Program: C4361 - 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

Gail Scowcroft
Email:gail.scowcroft@rmit.edu.au

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 plan, implement and manage basic marketing and promotional activities. It is a foundation unit covering general and basic marketing and promotional activities that do not require detailed or complex planning or implementation.

It applies to people with no previous experience in marketing. 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:

BSBMKG414 Undertake marketing activities

Element:

2 Plan marketing activities

Performance Criteria:

2.1 Undertake analysis of collected basic marketing information
2.2 Develop and document work activity plans for marketing activities
2.3 Obtain approval of plans from relevant enterprise personnel
 

Element:

1 Research marketing information

Performance Criteria:

1.1 Research concept of marketing as it applies to the organisation
1.2 Identify and analyse organisation’s marketing plan and relevant policies and procedures
1.3 Identify need for marketing activities from established marketing plan
1.4 Investigate previous marketing activities for relevant information
1.5 Identify profile of market segment
1.6 Identify positioning and market mix for each target segment
1.7 Identify outcomes expected from marketing activities

Element:

3 Implement marketing activities

Performance Criteria:

3.1 Determine and access resources required for work activities
3.2 Undertake marketing activities within job role
3.3 Assist with assigning responsibilities and functions to relevant personnel performing specific marketing functions
3.4 Monitor marketing activities, and review and amend activity plan as required

Element:

4 Review marketing activities

Performance Criteria:

4.1 Measure and record outcomes of marketing activities
4.2 Review marketing activities against expected outcomes and record identified improvements
4.3 Prepare reports of marketing activities and communicate to relevant enterprise personnel


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan, implement and manage basic marketing and promotional activities. It is a foundation unit covering general and basic marketing and promotional activities that do not require detailed or complex planning or implementation.


Details of Learning Activities

Practical activities, case studies and class discussion as well as work relevant assessments.


Teaching Schedule

 

This course is delivered and assessed in conjunction with RMIT course code MKTG5820C Conduct e- Marketing Communications

Week NoDateTopicAssessment
18th FebCourse Introduction and overview.


- Key learning outcomes
- Course in the context of advertising
- Familiarisation with systems and procedures

Set Presentations Schedule (Assessment 3)
215 FebOverview of the elements of marketing and marketing communications planning
- Goal and objectives setting
- Students will identify a marketing challenge that will provide the focus for a major assignment
- Overview of the regulatory framework
 Assessment 3 on going
322  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

 Assessment 3 on going
429 FebAssessing the needs of the business

- preparing a client brief
- business objectives + brand values
- functionality requirements

 Assessment 3 on going
57 MarProject Planning

- Techniques and templates will be discussed for these two important processes
- Stakeholder Management

 Assessment 3 on going
614 MarDesign for the net

- Advertising
- Website introduction
- Introduction to to Weebly

 
7a21 Mar

Assessment consolidation

 

Assessment 1 due Thursday
  

Mid semester break March 24-30

 
7b28 Mar

Classes resume Thursday April 1 -Self Directed Learning

 

 
84 April

Designing a website continued

 

 Assessment 3 on going
911 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

 Assessment 3 on going
1018 AprilA focus on:
- Search Engine Optimisation
- E- Advertising methods of communications delivery
- Writing for the net
- Content Management strategy

 

 Assessment 3 on going
11

25 April

An in depth look at:

- Social networking Twitter, Linkedin, Facebook, Youtube, Instragram, Pinterest etc. Snapchat
- What is Viral e-Marketing, critical elements…giving you the best chance of going viral.

 Assessment 3 on going
122 MayA focus on:

- Email Marketing, Blogs, e-newsletters, Mobile marketing

 Assessment 3 on going
139 MayA focus on:

- Campaign scheduling software and techniques
- Measurement

 Assessment 3 on going
1416 MayAssessment Consolidation Assessment 2 due
1522 MayAssessment Consolidation 
1630 MayRe-submits if required 


Learning Resources

Prescribed Texts

Students will be provided with appropriate resources throughout the semester.


References


Other Resources


Overview of Assessment

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:

  • research marketing practices of the organisation
  • plan and implement a marketing activity
  • record activities and processes used in marketing activity
  • review effectiveness of marketing plan.

Knowledge Evidence

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

  • describe basic foundations of marketing practices
  • describe organisational policies and procedures on marketing
  • outline specific product knowledge related to products and services being marketed.

Feedback

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 is co-delivered and co-assessed with MKTG7940C - Conduct Electronic Marketing Communication

Please note: You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 - Requirements Report - Individual (Due  Thursday  Week 7)

Purpose: This assessment is designed to evaluate students ability to analyse the market and determine an organisations e-marketing communications needs based on that analysis.

Scope: Students are to assume the role of e-marketing consultant for a business of their choice. They are to decide upon a business or idea for which there is a need for new e-marketing communications including a website and electronic advertisements to convey marketing communications consistent with the organisations marketing objectives. Students can choose to develop the e-marketing strategy for a real client, themselves, or revamp an existing strategy and website for an organisation they know of but with whom they may not have direct contact.
 

Assessment Task 2 - E-communications strategy and Website - In Pairs ( Due Week 14)

Purpose:
This assessment is designed to evaluate students ability to implement an e-marketing communications strategy including all the relevant software applications presented during classes.

Scope:
Working in pairs students are to select one of the businesses scoped from Assessment 1 and use this to move forward to Assessment Task 2

Students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 1 – Requirements Report. The website must be designed, incorporating an electronic advertisement, with consideration for the research conducted in the requirements report paying particular attention to ensuring the brand essence, online value proposition and design and functionality requirements are adhered to in order that the overall communications objectives are achieved.

Assessment Task 3 – Knowledge Sharing Workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes (pairs assessment)

Purpose:
This assessment is designed to evaluate students ability to research and present on a content relevant topic as well as work within a small group context.

Scope:
Working in pairs, students are required to research a pre-determined area of electronic marketing (including social media, viral marketing, email marketing, online advertising etc) and present a summary of the key trends in within the area. Additionally, students are to identify and present two case studies of recent examples of best practice work from this area of electronic marketing.
 

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Submission Requirements:

Format:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.


Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.
 


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview