Course Title: Plan direct marketing activities

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5837C

Course Title: Plan direct marketing activities

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Course Contact Elaine Holstein
Course Contact Phone +61 3 9925 5155
Course Contact Email elaine.holstein@rmit.edu.au

Contact time: Tues 3:30 pm – 5:30 pm
Level 5 room 30

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

Nil

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
1.2Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
1.3.Develop customer loyalty strategies that address relationship marketing objectives and contribute
to long-term partnerships

Element:

2. Select direct marketing activity

Performance Criteria:

2.1.Analyse changes in market trends to identify and select direct marketing opportunities
2.2.Compare advantages and disadvantages of types of direct marketing activity
2.3.Select most appropriate direct marketing activity
2.4.Match direct marketing activity to business objectives

Element:

3. Produce a direct marketing plan

Performance Criteria:

3.1.Document direct marketing objectives and purpose
3.2.Analyse previous response data to determine performance gaps and required corrective actions
3.3.Calculate costs of direct marketing activities
3.4.Select methods to report and measure effectiveness of direct marketing activities
3.5.Assign responsibilities to team members for data capturing and reporting


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

In class discussion, case studies and a range of other activities


Teaching Schedule

weekDateTopic
111th febIntroduction to DM
• Definition
• DM in the Marketing mix context
• Types of DM (samples)
• Ethics in direct marketing
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
 
218th febThe Direct Marketing process and Plan
• Overview of the processes, steps and issues for consideration when planning a DM campaign.
• Identifying the DM need
• Contact rules and regulations internal and external
Exploration of the DM marketing plan document
 
325th febDM and relationship management
• Importance of customer management in a range of industries
• Mechanisms for customer management acquisition/ retention new and existing customers.
• Customer loyalty
 
44th marPlanning and Stakeholder Management

• Timetable of deliverables, resources, Critical Success Factors

Stakeholders:
• Who needs to be consulted
• How do they need to be consulted with Approval deadlines
• Communications formats
• Prepare project and stakeholder management plans
Preparation of briefing documents for a range of stakeholders
 

5 Labour day Min PH11th marThe regulatory environment of marketing

• Students are provided with an overview of the regulations that effect their marketing practise
 

618th marBudgeting for Direct Marketing

• Students explore a number of approaches to preparing and monitoring DM budgets
1. Top down
2. Bottom up
3. % of sales
4. ROI

 

725th marResearch and measurement

Students explore a number of approaches to measuring the effectiveness/success of DM campaigns
Research and testing the offer:

• Exploration of a range of research and testing techniques and processes prior to the launch of a campaign across a range of channels
• Use of control and universal holdout groups
• Seed lists
• Implementation Checklists
• Performance tracking problems and management
• Response and Fulfilment management
• Examination of reporting styles/formats
 

 28th March – 3rd April Mid-semester break 
88th aprProfiling the customer
• Customer segmentation
• What information do we need in getting to know our customers
• Where might we find it – internal/external sources
• Differentiating between business and consumer
 
915th aprData – collection, usage and management list generation
• Using customer data to drive a DM campaign and inform list selection
List management
• List generation and management for small, medium and large industries, B2B and consumer
 
1022nd aprCreating the offer/creative development

• Integrating information to develop the right offer at the right time with the right message through the right medium.
Integration with other communication channels as part of a holistic communications campaign – “through the line”.
 

1129th aprA detailed look at the DM options
• Mail
• Print
• Catalogues
• Magazines, journals
 
126th mayA detailed look at the DM options
• SEO
• Social networking twitter and Face book
 
1313th mayA detailed look at the DM options
• Electronic -Internet and email,
 
1420th may• Television, radio,
Mobile and telemarketing
 
1527th may• Semester review and preparation for assessment 3
163rd juneAssessment 3
In class test: Covering campaign measurement and evaluation
 


Learning Resources

Prescribed Texts


References


Other Resources

To be discussed durng weekly classes


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

Part 2 Assessment Outline


Assessment Tasks

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

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 including methodology
• 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.

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 http://rmit.edu.au/browse;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

Critical aspects of assessment


Evidence of the following is essential:
• developing a documented direct marketing plan providing information on the:
• objectives of the direct marketing activity
• type of direct marketing strategies and activities to be undertaken
• analysis of previous data and any corrective actions taken
• budget
• methods to measure effectiveness.


Required knowledge Assessment
• economic, social, industry, and media directions, trends, practices and techniques
ASSESSMENT TASKS 1, 2 AND 3
• key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:
• Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice and ’Do Not Mail’ and ’Do Not Call’service register
• Free TV Australia Commercial Television Industry Code of Practice
• privacy laws
• sweepstakes regulations
• Trade Practices Act ASSESSMENT TASKS 1 AND 2
• organisational policies and procedures. ASSESSMENT TASKS 1, 2 AND 3

Required skills
Assessment
• creativity and innovation skills to identify new direct marketing opportunities based on changing market trends
• literacy skills to write reports with complex concepts and ideas ASSESSMENT TASK 2
• culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities ASSESSMENT TASKS 2 AND 3
• numeracy skills to set direct marketing budgets. ASSESSMENT TASKS 1 AND 3


Elements/performance criteria
Assessment
1.Develop direct marketing strategies
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
1.2 Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
1.3. Develop customer loyalty strategies that address relationship marketing objectives and contribute
to long-term partnerships 1,2 and 3
2. Select direct marketing activity
2.1.Analyse changes in market trends to identify and select direct marketing opportunities
2.2.Compare advantages and disadvantages of types of direct marketing activity
2.3.Select most appropriate direct marketing activity
2.4.Match direct marketing activity to business objectives 1,2 and 3
3. Produce a direct marketing plan
3.1.Document direct marketing objectives and purpose
3.2.Analyse previous response data to determine performance gaps and required corrective actions
3.3.Calculate costs of direct marketing activities
3.4.Select methods to report and measure effectiveness of direct marketing activities
3.5. Assign responsibilities to team members for data capturing and reporting 2

Course Overview: Access Course Overview