Course Title: Implement and monitor marketing activities

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5831C

Course Title: Implement and monitor marketing activities

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Chris Lee

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 required

Course Description

This unit applies to individuals working in marketing management positions who are responsible for implementing and monitoring organisational marketing strategies. In this role they would usually lead and coordinate a marketing team, implement the marketing plan, monitor the performance of marketing strategies and evaluate their effectiveness. They also involve team members in identifying improvements to marketing strategies and formulating recommendations for future marketing activities.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG514A Implement and monitor marketing activities


1. Implement marketing strategies and tactics

Performance Criteria:

1.1.Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities
1.2.Identify and brief marketing and non-marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities
1.3.Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements
1.4.Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
1.5.Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan


2. Monitor marketing strategies and tactics

Performance Criteria:

2.1.Monitor and implement promotional activity against communication objectives in the marketing plan
2.2.Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan
2.3.Monitor marketing results against targets in the marketing plan
2.4.Monitor marketing revenue and costs against budget, and analyse record variations
2.5.Prepare and present marketing reports that indicate ongoing progress towards marketing objectives


3. Evaluate and improve marketing performance

Performance Criteria:

3.1.Regularly assess marketing performance against objectives
3.2.Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix
3.3.Change business practices in line with changing customer requirements to maintain business relevance and viability
3.4.Document recommendations for improvement in accordance with organisational requirements
3.5.Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to implement marketing activities described in a marketing plan, to monitor their effectiveness in meeting organisational marketing objectives, and take actions to improve marketing performance.

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

WeekWeek CommencingTopicsAssessment
111 Feb(1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Course Overview – Implement and monitor marketing activities
218 Feb Marketing planning – Analysis and planning 
325 Feb Marketing strategies #1 
44 Mar Marketing strategies and tactics#1 
511 Mar Internal markets 
618 MarImplement IMC campaign


 Assessment Task 1a
Due last class of week 6
(Assessed tutorial exercises)
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9
If required, resubmission for this assessment is due by the end of week 9.
725 Mar Marketing implementation #1 
 28 Mar - 3 Apr Mid-semester break 
71 Apr Marketing implementation #1 
88 Apr Marketing implementation #2 
915 Apr Monitor and evaluate marketing performance 
1022 Apr Measure and evaluate marketing performance 1 
1129 Apr Measure and evaluate marketing performance 2 
126 MayMeasure and evaluate marketing performance 3 and corrective action   Assessment Task 1b Due last class of week 12
(Assessed tutorial exercises)
You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14
1313 May Student consultation session 
1420 May 1. Final student consultation session
2. Major assignment due in last class of week 14
3. Students to prepare for assessed oral test

 Assessment Task 2 Due last class of week 14
(Major assignment)


1527 May Oral test/interview Assessment Task 3
163 Jun Assessment Feedback & Resubmissions 

Learning Resources

Prescribed Texts



Rix,P. (2007) marketing, a practical approach, 6th ed., McGraw-Hill
•McDonald, M. (2002). Marketing Plans That Work, 2nd ed., Butterworth-Heinemann: Oxford, United Kingdom.
•Lehmann, Donald, R. and Winer, Russell, S., Analysis for Marketing Planning, 5th edition, McGraw Hill: New York.  

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

This course is co-delivered and co-assessed with MKTG5833C Conduct a Marketing Audit.

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

1. Clear instructions about what the students need to do

Assessment 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class of week 14)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent.
Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, 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.

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