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 |
Element: |
Interpret strategic and operational plans |
Performance Criteria: |
1.Strategic and operational plans are analysed to identify improvement opportunities |
Element: |
Manage research activities |
Performance Criteria: |
1.Research requirements are identified and documented |
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 |
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 beginning | Topics | Element 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
Test | Research portfolio | Oral presentation | Internal 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