Course Title: Implement and monitor marketing activities

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5831C

Course Title: Implement and monitor marketing activities

School: 650T Vocational Business Education

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Chris Lee

chris.lee@rmit.edu.au

Student consultation hours: Tuesdays 2.00pm to 4.00pm

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

Element:

1. Implement marketing strategies and tactics

Performance Criteria:

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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

Element:

2. Monitor marketing strategies and tactics

Performance Criteria:

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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

Element:

3. Evaluate and improve marketing performance

Performance Criteria:

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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

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This course is co-delivered and co-assessed with MKTG7863C (BSBMKG522A) - Plan Measurement of Marketing Effectiveness

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
19 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
 
216 Feb Marketing planning – Analysis & planning 
323 Feb Marketing objectives & strategies 
42 Mar Internal markets 
59 Mar

 Student consultation session - Assessment Task 1

 
616 Mar Implement IMC campaign

Assessment Task 1 due in week 6
(18 Mar. Wed. 11.59pm)
If required, resubmission for this assessment is due by the end of week 8

723 Mar Marketing implementation 
8a30 MarMarketing implementation activities

Student consultation session - Assessment Task 2 - Part 1

 
 2 to 8 Apr Mid-semester break 
8b9 & 10 Apr

 Marketing implementation activities

Student consultation session - Assessment Task 2 - Part 1

 
913 Apr Monitor and evaluate 1 & 2
 
1020 Apr  Monitor and evaluate 3Assessment Task 2 - Part 1 due in week 10
(23 Apr. Thu. 11.59pm)
If required, resubmission for this assessment is due by the end of week 12
1127 AprStudent consultation session – Assessment Task 2 - Part 2             
124 MayMonitor and evaluate 4
                                       

 
1311 May

1. Student consultation session (WIL Project, if applicable)
2. Assessment Task 2 - Part 2 due
3. Students to prepare for:

3a. Week 14 Assessment Task 3 &

3b. Week 16 (WIL client presentation, if applicable)

 

 Assessment Task 2 - Part 2 due in week 13
(14 May Thu. 11.59pm)
If required, resubmission for this assessment is due by the end of week 16 (4 Jun.Thu.11.59pm)
 
1418 MayOral presentation - Mandatory 

Assessment Task 3

1525 MayOral trial presentation and consultation  (WIL project, if applicable) 
161 JunOral presentation (WIL project client, if applicable) & Resubmissions 

The above schedule maybe subject to small changes throughout the semester.
 


Learning Resources

Prescribed Texts

TBA


References

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 MKTG7863C (BSBMKG522A) - Plan Measurement of Marketing Effectiveness

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

Assessment Task 1 - Assessed set activities/exercises
Date handed out: Week 1
Date and time due: Week 6 (18 Mar.Wed.11.59pm)
Group or individual: Group (3-4 students per group)

Purpose:
This assignment will allow you to demonstrate an understanding of implementing and monitoring organizational marketing strategies and reporting on measurements of marketing effectiveness.

Requirements:
You are required to research answers to a set of activities which analyses implementation and scheduling, evaluation, control and corrective action as well as how to evaluate marketing performance. Maximum word limit for each question is 1,000 words (Minimum 500 words). Only include key points. All researched information must be referenced.

Assessment Task 2 - Write a proposal marketing plan or report to a client with emphasis on implementing a marketing activity and measures of marketing effectiveness.
Date handed out: Week 2
Date and time due: Week 10 Part 1 - 23 Apr.Thu.11.59pm & Week 13 Part 2 - 14 May Thu.11.59pm
Group or individual: Group (3-4 students per group)

Purpose:
This assignment will allow you to demonstrate an understanding of how to write components of a proposed marketing plan or report to a client.

Requirements:
The second assessment tasks will require students to work in designated groups on a real live WIL (work integrated learning) project. 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 Task 3 - Review and analysis on the different aspects of implementing and measuring marketing effectiveness.
Date handed out: Week 13
Date and time due: Week 15
Group or individual: Individual

Purpose:
This assignment will allow you to demonstrate the overall understanding of implementing and the measurement of marketing effectiveness

Requirements:
The third assessment tasks will require students to present their WIL project to the client. Students are to dress in an office or business attire and to present themselves in a professional manner for their oral client presentation. 

Submission Requirements
You should:

• Ensure that you submit assessments on or before the due date.
• 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 each assessment task 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.
 

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension

Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w

Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
http://rmit.edu.au/browse;ID=7usdbki1fjf31

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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
 



 


Assessment Matrix

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

Refer details of grading matrix to your assessment document.

Course Overview: Access Course Overview