Course Title: Plan measurement of marketing effectiveness

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG7863C

Course Title: Plan measurement of marketing effectiveness

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

Chris Lee

Tel: 9925 5471

Level 5, Bldg 80

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 a marketing operations or supervisory role within a marketing team responsible for the use and reporting on measurements of marketing effectiveness. They may work in small, medium or large enterprises and in a variety of industries.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG522A Plan measurement of marketing effectiveness

Element:

3. Promote the strategy to measure marketing effectiveness

Performance Criteria:

3.1. Plan the promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format
3.2. Design an internal marketing communications strategy so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
3.3. Report on implementation and outcome issues

Element:

1. Identify and analyse measurement of marketing effectiveness

Performance Criteria:

1.1. Research a range of metrics available to identify the effectiveness of marketing processes and functions
1.2. Identify marketing metrics used by the organisation in each key marketing operation
1.3. Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links
1.4. Analyse the effectiveness of current and possible future marketing metrics
1.5. Identify issues with the use of marketing metrics within the organisation

Element:

2. Develop the strategy to measure marketing effectiveness

Performance Criteria:

2.1. Identify the organisation’s criteria for selecting manageable and cost-effective metrics
2.2. Identify the organisation’s objectives for the measurement and evaluation of marketing effectiveness
2.3. Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning
2.4. Contribute to the calculation of costs of gathering and analysing data
2.5. Plan and document the implementation strategy for measuring and analysing marketing performance
2.6. Contribute to the development of specific, relevant metrics


Learning Outcomes


This unit provides the skills and knowledge required to identify, plan and promote a strategy to measure the effectiveness of marketing activities using a range of marketing metrics.


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.
 


Teaching Schedule

WeekWeek CommencingTopicsAssessment
 17 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 14 Jul Marketing planning – Analysis &  planning 
 3 21 Jul Marketing objectives & strategies 
 4 28 Jul Internal markets 
 5 4 Aug Student consultation session – Assessment Task 1 
 6 11 Aug Implement IMC campaignAssessment Task 1
Due in 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 18 Aug Marketing implementation #1&2 
 8 25 Aug

 Monitor and evaluate 1 & 2

 
 1 - 7 Sep Mid - Semester Break 
 98 Sep Student consultation session - Assessment Task 2 - Part 1 Assessment Task 2 – Part 1
Due in week 10
(Major assignment)
You will receive the feedback in week 12.
If required, resubmission for this assessment is due by the end of week 14
 
 10 15 Sep Monitor & Evaluate 3 
 11 22 Sep Monitor and evaluate 4 
 1229 Sep Student consultation session - Assessment Task 2 - Part 2 
 13 6 Oct1. Student consultation session (WIL Project)
2. Major assignment due – Part 2
NB: Due date in the last class of week 13
3. Students to prepare for week 15 Assessment Task 3

 

 Assessment Task 2 – Part 2
Due in week 13
(Major assignment)
You will receive the feedback in week 15.
If required, resubmission for this assessment is due by the end of week 16
 
 14 13 Oct Oral trial presentation and consultation (WIL project) 
 15 20 Oct Oral presentation (WIL project client) Assessment Task 3
 16 27 Oct Resubmissions 
   
    


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 BSBMKG514A implement and monitor marketing activities

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
Group or individual: 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 1
Date and time due: Week 10 (Part 1) & Week 13 (Part 2)
Group or individual: 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.


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.
 

Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.


Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)

Resubmissions:
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension

Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
 

Course Overview: Access Course Overview