Course Title: Plan direct marketing activities
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5837C
Course Title: Plan direct 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 Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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 in a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans. They may work in small, medium or large enterprises across a variety of industries.
People in this role develop the direct marketing plans and would usually supervise a team who would have the task of implementing the plans.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG508A Plan direct marketing activities |
Element: |
1. Develop direct marketing strategies |
Performance Criteria: |
1.1. Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget |
Element: |
2. Select direct marketing activity |
Performance Criteria: |
2.1. Analyse changes in market trends to identify and select direct marketing opportunities |
Element: |
3. Produce a direct marketing plan |
Performance Criteria: |
3.1. Document direct marketing objectives and purpose |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to plan direct marketing activities that match organisational objectives.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.
Students will be assessed in this competency area by several means as outlined below.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes 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 | topic |
| Week 1 – 6th Feb | Introduction to DM |
| Week 2 – 13th Feb | The Direct Marketing process and Plan |
| Week 3 – 20th Feb | DM and relationship management |
| Week 4 – 27th Feb | Planning and Stakeholder Management |
| Week 5 – 5th March | The regulatory environment of marketing |
| Week 6 – 12th March | Budgeting for Direct Marketing |
| Week 7 – 19th March | Research and measurement |
| Week 8 – 26th March | Data – collection, usage and management list generation |
| Week 10 – 16th Apr, | Creating the offer/creative development |
| Week 11 – 23rd April | A detailed look at the DM options • Catalogues • Magazines, journals |
| Week 12 – 30th April | A detailed look at the DM options • SEO • Social networking twitter and Face book |
| Week 13 – 7th May | A detailed look at the DM options • Electronic -Internet and email, |
| Week 14 – 14th May | • Television, radio, |
| Week 15 – 21st May | • Semester review and preparation for assessment 3 |
| Week 16 – 28th May | Assessment 3 In class test: Covering campaign measurement and evaluation |
Learning Resources
Prescribed Texts
References
Other Resources
Students will be provided with topic resources throughout the semster.
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
TASK 1 - Portfolio of evidence (first check in week 6 and second check in week 10)
Students are required to keep a folio of their participation in the learning and exploration activities prepared weekly as well as reflections on their own learning experiences. This includes a weekly reflection/discussion blog. During weeks 6 and 10 a selection of any 3 weeks (as determined by the teacher) activities will be reviewed for assessment as part of the portfolio of evidence requirement.
To be deemed competent in this task students must complete and collect evidence of the body of knowledge that they accumulate throughout the course. Students are also required to demonstrate a capacity to reflect on their learning and interact/communicate with other class members thus contributing to their body of knowledge. Formats and templates required for each activity will be provided to students prior to commencement of each week’s classes.
Submission Requirements: Students are required to keep a portfolio of their weekly activities/key learning’s in either written or e-portfolio format.
Task 2 - Direct Marketing Plan (Due Date: Week 14 COB Wednesday 16th May)
Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will work on a direct marketing problem that an organisation may face. Groups will need to research information and analysis required and prepare a marketing plan for the organisation/product/service that they have chosen. A suitable marketing planning approach will be discussed with students throughout the course. Much of this work will be undertaken both outside of class time and some during “Practical Sessions”.
To be deemed competent in this task students must prepare a comprehensive Direct Marketing plan that includes:
• Structured report presentation
• Introduction
• Goals and Objectives
• Strategy
• Clear definition and description of the target Market
• Tactics - Customer journey
• Tactics - stakeholder management plan
• Tactics - Project Plan including the identification of legal/regulatory issues as well as any risks
• Tactics - List selection and channel mix
• Tactics - Creating the offer
• Budget Summary
• Methods for measuring effectiveness
Submission Requirements: Students are required to provide a written document by the due date.
TASK 3 Case Study Review (Due Date: Tutorial time during week 16)
This is a holistic exploration of all the content and learning for the semester. This assessment will take the form of a case study which students will need to read, and using all the knowledge they have gained during the course will need to answer a series of questions.
To be deemed competent in this task students must demonstrate a clear understanding of:
• budgeting and measurement processes that form part of direct marketing planning and implementation
• what constitutes solid direct marketing objectives and strategy
• how to structure a test marketing scenario as part of the direct marketing planning process
• selecting channels that match the habits/preferences and behaviour of the target market
• how to assess the effectiveness of a direct marketing campaign
• recommendations for improvement/further action
Students will be provided with detailed marking guides for each assessment task at the commencement of the course.
Submission Requirements: Students are required to provide a written document.
Assessment Matrix
Course Overview: Access Course Overview