Course Title: Identify and evaluate marketing opportunities
Part B: Course Detail
Teaching Period: Term2 2013
Course Code: MKTG5832C
Course Title: Identify and evaluate marketing opportunities
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 Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Teacher/Lecturer: Tony Lorkin
Office: 9925 5486
Mobile: 0412 715 222
Nominal Hours: 70
Pre-requisites and Co-requisites
This unit applies to individuals working in senior marketing management roles who, together with a marketing team, identify, investigate and evaluate marketing opportunities to determine whether they meet organisational and marketing objectives. Based on this evaluation, changes to current business operations can be determined to take advantage of marketing opportunities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBMKG501B Identify and evaluate marketing opportunities
1. Identify marketing opportunities
1.1.Analyse information on market and business needs to identify marketing opportunities
2. Investigate marketing opportunities
2.1.Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities
3. Evaluate required changes to current operations
3.1.Identify and document changes needed to current operations to take advantage of viable marketing
This unit describes the performance outcomes, skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.
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.
|1||8 Jul||(1) Course Induction|
• Course delivery and assessment details
• Course support documents
• Online learning environment
• 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
Company’s position in the market place. Introduction of Work Integrated Learning brief
Consider the 4Ps
Consider the 7Ps
The basic differences between goods and services products
How to begin to use research to identify market place trends
Introduction: Assignment 1
The evolution of marketing from the late 1800s to the present
Analyse strategic marketing factors ......research local and overseas organisations per WIL brief
How to use trend maps and statistical data to identify organisational opportunities from other relevant organisations
Analyse strategic marketing factors......research local and overseas organisations to recognise emerging market place trends
How to use trend mapping as a basis for recommending new directions for an organisation
|5||5 Aug||In class tutorial exercises to plan the assignment 1 report|
The Product Life Cycle and Planned Obsolensence
Individual student discussion regarding drafts for assignment 1
|8||26 Aug||Final preparation work on Assignment 1||
Assignment 1 due.
3,000 word report on the evolution of marketing from:
1. Beginning of mass production in late 1800s
2. Sales era in the 40s to 60s
3. The introduction of the marketing concept
4. Relationship marketing
5. Societal marketing
6. Social marketing
|2 - 6 Sep||Mid-semester break|
The impact of the Product Life Cycle and Planned Obsolesence on the Advertising Spiral
In class exercises
|10||16 Sep||Tutorial exercises to discuss and review drafts for assignment 2|
|11||23 Sep||Target Marketing strategies and consumer information channels|
|12||30 Sep||In class tutorial review of paired assignment preparation||
|13||7 Oct||Understanding the differences between business objectives, marketing objectives and communication objectives|
Assignment 2 due
In class presentations
Report which identifies:
1. Marketing opportunities
2. Emerging trends
3. IMpact of trends on WIL brief organisation
4. Trend impacts on organisation’s current position
5. Recommend changes for the organisation
10 minute PPT presentation that overviews the main elements put forward in assignment 2.
|15||21 Oct||Resits if neccessary and student feedback|
|16||28 Oct||Resits if neccessary and student feedback|
•Monger, B. (2007); marketing in black and white, 1st ed., Pearson Education, Australia
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.
MKTG 5832C Identify and Evaluate Marketing Opportunities (BSBMKG501A)
MKTG 5834C Interpret Market Trends and Developments
These courses are taught in consultation with each other and are timetabled accordingly
REPORT: THE EVOLUTION OF MARKETING
Students will write a 3,000 word report on the evolution of the marketing concept and how it develop from the beginnings of mass production in the late 1800s through the sales era to the first marketers, on to relationship marketing, societal marketing and today’s new phenomenon of social marketing using real product/services examples.
This assignment is due in week 8 of the teaching program.
REPORT: MARKET OPPORTUNITIES
Students in pairs will produce a comprehensive report from a brief which identifies:
• Marketing opportunities
• Maps trends with similar organisations in Australia and overseas
• Summarizes the possible impact of these trends on the organisation
• An investigation of these opportunities against the organisation’s current position
• And suggests changes to the organisation’s current behaviour
This assignment is due in week 14 of the teaching timetable
PRESENTATION: OVERVIEW OF ASSIGNMENT 2
In pairs students will present a 10 minute PPT presentation that overviews the major elements put forward in your assignment 2 report.
The presentation will occur in normal class time in week 14.
Course Overview: Access Course Overview