Course Title: Market services and concepts to internal customers

Part B: Course Detail

Teaching Period: Term2 2008

Course Code: MKTG9252C

Course Title: Market services and concepts to internal customers

School: 650T TAFE Business

Campus: City Campus

Program: C5137 - Diploma of Business Management

Course Contact : Seymour Jacobson

Course Contact Phone: +61 3 9925 1563

Course Contact Email:seymour.jacobson@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Zlatko Muhvic - Course Co-ordinator/Teacher
Phone: +61 3 9925 5440
Email: zlatko.muhvic@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

Experience in frontline, senior supervisory or management positions

Course Description

This unit covers internal marketing techniques to promote and sell internal service provision or a particular project or development which the manager has initiated. A range of management tools and techniques will be covered as support for an internal marketing exercise.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMGT501A Market services and concepts to internal customers

Element:

Evaluate internal marketing plans

Performance Criteria:

1.Implementation of the internal marketing plan is monitored, and relevant performance data collected
2.Data is analysed and interpreted to determine success of internal marketing plan
3.Early intervention occurs where objectives/targets are not being met or standards are not being adhered to
4.Data collected is valid, reliable and relevant in terms of cause/effect, and measured in the context of pre-agreed targets, objectives and timeframes
5.Timely reports are prepared on internal marketing performance, and disseminated to relevant groups and individuals
6.Improvements are introduced to ensure internal marketing plans meet the objectives

Element:

Interpret strategic and operational plans

Performance Criteria:

1.Strategic and operational plans are analysed to identify improvement opportunities
2.Internal marketing strategies in place are analysed and reviewed
3.Relevant groups and individuals are consulted as appropriate on internal marketing issues
4.Internal marketing needs are clearly identified and documented
5.Requirements for specialist marketing advice are identified

Element:

Manage research activities

Performance Criteria:

1.Research requirements are identified and documented
2.Research is undertaken in line with the specifications and options/strategies
3.Proposed options/strategies are evaluated with specialist marketing advice where required
4.Risk analyses and cost benefit analyses are proposed for each of the options/strategies
5.Options are assessed by relevant groups and individuals and decisions made as to the actions to be taken

Element:

Prepare internal marketing plans

Performance Criteria:

1.Performance targets and objectives are established along with the criteria to be used in assessing the success of the plans
2.Price and quality specifications are developed for each product/service and benchmarking occurs where appropriate
3.The target market for each product/service is clearly identified
4.Networking with appropriate groups and individuals is built into the internal marketing plan
5.Internal marketing activities are scheduled as to both duration and timing
6.Implications for electronic commerce are identified and activities planned to meet electronic commerce requirements where relevant


Learning Outcomes


Refer to competency elements


Details of Learning Activities

Using lectures, in-class exercises, videos, panels, debates, role-plays, in field research and self-study, students develop the skills and knowledge required to manage internal marketing in a business setting. Students work in groups and share their learning while undertaking case study and other exercises.


Teaching Schedule

Week beginningTopicsElement of comptency/
References
Week 1 – 7th July Introduction and Course Overview 
Week 2 – 14th July Introducing and managing change
Developing, managing and monitoring strategic and operational plans - Review
  BSBMGT501A/01Interpret strategic and operational plans Casey, p.27-63, Cole Chapter 13 &15
Week 3 – 21st July Total Quality Management (TQM) and Internal Marketing BSBMGT501A/01Interpret strategic and operational plans, Casey, p.27-63, Cole Chapter 14
Week 4 – 28th July Marketing: Managing Profitable Customer Relationship BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans,
Kotler Chapter 1
Week 5 – 4th Aug Company and Marketing Strategy BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans, Kotler Chapter 2
Week 6 – 11th Aug Internal Marketing Definition BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans
Week 7 – 18th Aug Manage Research Activities
Skills for Researching
 BSBMGT501A/02Manage research activities,
Casey, p.27-63
Week 8 – 25th Aug Prepare Internal Marketing Plans
Detailed Internal Marketing Plan
Evaluate Internal Marketing Plans
 BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans,
Casey, p.65-79 and p.81-90
  Mid Semester Break (Student Vacation) – 1st to 5th September 
 Week 9 – 8th Sep Assessment 1 - In Class Test 
 Week 10 – 15th Sept Manage Research Activities
Designing Surveys + Focus Groups
 BSBMGT501A/02Manage research activities, Casey, p.27-63
 Week 11 –22nd Sept Manage Research Activities
Web Searching Skills
 BSBMGT501A/02Manage research activities, Casey, p.27-63
 Week 12 – 29th Sep Manage Research Activities
Risk Management
 BSBMGT501A/02Manage research activities
Casey, p.27-63

Assessment 2 – Portfolio is due on the class day
 Week 13 – 6th Oct Work on internal marketing plan in class  BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans
 Week 14 – 13th Oct Work on internal marketing plan in class  BSBMGT501A/03Prepare internal marketing plans, BSBMGT501A/04Evaluate internal marketing plans
 Week 15 – 20th Oct Assessment 3a Oral presentation  Assessment 3b Internal Marketing Plan is Due on the Class Day
 Week 16 – 27th Oct Assessment 3a Oral presentation  
 Week 17 – 3rd Nov Assessment 3a Oral presentation  
 Week 18 – 10th Nov Assessment 3b Feedback 


Learning Resources

Prescribed Texts

Casey, E 2003, Market Services and Concepts to Internal Customers, Software Publications, Chatswood, NSW, Australia


References


Other Resources

Cole, K. 2005, Management: The Theory and Practice, Pearson Education Australia, Frenchs Forest, NSW, Australia

Kotler, P & Armstrong, G 2004, Principles of Marketing, 10th edn, Pearson Prentice Hall, Upper Saddle River, NJ

Monger, B 2007, Marketing in Black and White, Pearson Prentice Hall Education Australia, Frenchs Forest, NSW, Australia


Overview of Assessment

Assessment will incorporate a variety of methods including essays, business reports, in class exercises, written tests, practical problem solving exercises, presentations, role plays, or practical tests.


Assessment Tasks

Assessment 1 – Test Due, Week 9, Value 20%

The test will focus on students’ underpinning knowledge of marketing concepts and methodologies, organizational plans and objectives, change management, and internal marketing theory and practice. The test consists of short answer questions only. It is a closed book test and is conducted during the class.

Assessment 2 – Research portfolio,Due: Week 11, Value 30%

Research portfolio should contain:
•at least 2, by student designed, internal market research instruments to gather information and identify internal customer needs, benefits from the introduction and potential obstacles to the introduction of the new product, service or concept.
•commercial databases 1 & 2 activity sheets

Assessment 3a Oral presentationDue, Week 15-17, Value 10%

Students will deliver a 10 minute class presentation about their internal marketing plan. During oral presentations, students will demonstrate the skills of stage management plus the ability of speaking to groups. Power Point presentations will give an added impression of confidence and ability. The presentation will be based on you as a change agent presenting to a board of directors. This will give the impression of the presentation being a professional presentation rather than just a talk.

Assessment 3b – Internal Marketing PlanDue,  Week 15,Value 30%

Key steps and criteria

1.Identify a service, product, concept or procedure to be introduced within your workplace and justify it by explaining how it supports the organisation’s strategic goals, and fits with current operational plans. If there is no documented operational plan, information about management’s plans need to be included. [Performance criteria being assessed: 1.1; 1.2; 1.3; 1.4; 1.5]

2.Prepare and conduct at least 2 research techniques to gather information and identify internal customer needs, benefits from the introduction and potential obstacles to the introduction
[Performance criteria being assessed: 2.1; 2.2; 2.3; 2.4; 2.5]

3.Provide details of the research techniques and results gained within your assignment. [Performance criteria being assessed: 2.1; 2.2; 2.3; 2.4; 2.5]

4.Write a brief outline of the product, concept, service or procedure.
[Performance criteria being assessed: 3.1; 3.2; 3.3; 3.4; 3.5; 3.6]

Prepare an Internal Marketing Plan for a service, product, concept or procedure to be introduced within your workplace, identified in the above research.

5.Discuss and recommend strategies for managing the introduction of this service, product, concept or procedure to relevant groups and individuals inside an organisation.
[Performance criteria being assessed: 3.1; 3.2; 3.3; 3.4; 3.5; 3.6]

6.Use change management, marketing and related concepts to support your discussion and recommendations.
[Performance criteria being assessed: 3.1; 3.2; 3.3; 3.4; 3.5; 3.6]

7.Suggest strategies to ensure the on-going monitoring, evaluation and changes required to the internal marketing plans
[Performance criteria being assessed: 4.1; 4.2; 4.3; 4.4; 4.4; 4.5; 4.6]

8. Include an appendix about the main things you have you learned about successfully introducing a concept, product, service or procedure to your internal customers.
[Performance criteria being assessed: 4.1; 4.2; 4.3; 4.4; 4.4; 4.5; 4.6]

Assessment will be based on:

Research techniques: Relevance, clarity, precision, unambiguous, sequenced. [Performance criteria being assessed: 2.1; 2.2; 2.3; 2.4; 2.5; 4.4]

Focused on internal customer needs and overcoming issues.
[Performance criteria being assessed: 1.3; 2.5; 3.4; 4.5]

Collation of results.
[Performance criteria being assessed: 3.6; 4.2; 4.4; 4.5]

Strategies for overcoming problems and successfully introducing new products, services etc to internal customers
[Performance criteria being assessed: 1.3; 2.5; 3.4, 4.1; 4.2; 4.3; 4.4; 4.4; 4.5; 4.6]

Use of theoretical models to explain and predict behaviour, and recommend strategies.
[Performance criteria being assessed:; 4.1; 4.5; 4.6]

Suitable report format, including layout and quality of recommendations.
[Performance criteria being assessed: 4.1]

Assignment 3b must be word processed (font Arial or New Times Roman, font size 12, single spacing), and presented in a report format. Do not put it into any presentation folders, binders or plastic sheets, just staple it.

Each student must write this assignment on an individual basis and the final assignment must be all the student’s own work. However, it is expected that the student will seek the advice or ideas of workplace mentors and other students.

Give your Internal Marketing Plan to one manager at your work who is familiar enough with the new product/service or marketing/change concepts to be able to comment. Ask for their views on

•Quality of the implementation plan – does it identify all major implementation issues, and recommend sound strategies?
•Does the plan form an effective basis for monitoring the success of the implementation ie does it have or suggest enough criteria for evaluation, as well as methods for evaluating the success of the plan.

If your Internal Marketing Report lacks these features, you can prepare them before you hand them to the Manager (s).

Harvard referencing is required where the works or ideas of other authors are used. There is no word limit. Students can take as many or as few words to express themselves without being penalized. However, just as a guide, expectation is it to be within 1500-2000 words range excluding appendices.

Alternative Assessment 3

Only students without access to workplace and with explicit teacher’s consent can use a case study scenario “End-of-module Assessment no.2 as alternative assessments 3 and 4. The case study scenario is available in Casey, E 2003, Market Services and Concepts to Internal Customers, Software Publications, Chatswood, NSW, Australia. All standard marking criteria apply.

Assessment 4 – In class and online participation, Value 10%

During the semester you will be expected to demonstrate your competence through your participation in a variety of class and online activities.


Assessment Matrix


TestResearch portfolioOral presentationInternal Marketing Plan In class and online participation
BSBMGT501A/01
Interpret strategic and operational plans
  x           x            x                  x
BSBMGT501A/02
Manage research activities
  x         x          x            x                  x
BSBMGT501A/03
Prepare internal marketing plans
  x           x            x                  x
BSBMGT501A/04
Evaluate internal marketing plans
  x           x            x                  x

Course Overview: Access Course Overview