Course Title: Implement and monitor marketing activities

Part B: Course Detail

Teaching Period: Term2 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

This unit is clustered in conjunction with BSBMKG515A, Conduct a marketing audit which describes the performance outcomes, skills and knowledge required to prepare for, conduct and report on a marketing audit

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

Week Week Commencing Topics Assessment
1 8 Jul (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
2 15 Jul  Marketing planning – Analysis, planning and marketing audit activity  
3 22 Jul  Marketing objectives, strategies and marketing audit activity  
4 29 Jul  \nternal markets and marketing audit activity  
5 5 Aug Implement IMC campaign and marketing activity  
6 12 Aug Marketing implementation #1  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
7 19 Aug Marketing implementation #2  
8 26 Aug Monitor and evaluate 1
  2 - 6 Sep  Mid-semester break  
9 9 Sep  Monitor and evaluate 2  
10 16 Sep  Monitor and evaluate 3  
11 23 Sep  Monitor and evaluate 4  
12 30 Sep Marketing audit report 1                                           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

13 7 Oct Marketing audit report 2  
14 14 Oct 1. Student consultation session – major assignment
2. Major assignment due in last class of week 14
3. Students to prepare for week 15 assessment
 Assessment Task 2 Due last class of week 14
(Major assignment)


15 21 Oct  Oral test/interview or written test (TBA)  Assessment Task 3
16 28 Oct   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

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 undertake an oral test/interview or written test. Students are 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

Submission Requirements

Assessment tasks must 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 on blackboard.
• 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

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.

Please refer to the Final Grades table below.

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.

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

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview