Course Title: Promote the business

Part B: Course Detail

Teaching Period: Term1 2010

Course Code: MKTG5847C

Course Title: Promote the business

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C5230 - Diploma of Graphic Design

Course Contact : Meave Queally

Course Contact Phone: +61 3 9925 9438

Course Contact

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, however this unit will be run in a clustered delivery with CUEFIN1A Develop a budget

Course Description

In this unit you will develop the skills and knowledge required to implement marketing strategies and to monitor and improve market performance in relation to design industry practice. This unit will provide you with basic skills and knowledge to prepare to practice design in a studio, organisation or in a freelance capacity.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBSBM403A Promote the business


1 Develop marketing strategies

Performance Criteria:

1. The business and its key products or services are analysed to determine the focus of marketing activities in accordance with the objectives of the business plan
2. Customer base and target market for the business are evaluated as a basis for marketing strategies
3. Marketing objectives and strategies are determined in consultation with relevant people in accordance with the business plan


2 Determine a marketing mix for the business

Performance Criteria:

1. Product mix, volumes and pricing are balanced to optimise sales and profit
2. The costs and benefits of using different distribution channels and/or providing different levels of customer service are evaluated and the results considered in determining the marketing mix
3. Promotional activities are determined to suit the target market
4. Customer needs and preferences are considered in determining the marketing mix
5. Marketing mix is determined according to market and business needs


3 Implement marketing

Performance Criteria:

1. Persons involved in the marketing effort are briefed strategies on their roles and responsibilities to ensure the success of marketing strategies
2. Promotional activities are planned and implemented in accordance with marketing objectives and budgetary requirements


4 Monitor and improve marketing performance

Performance Criteria:

1. Ongoing monitoring of marketing activities and evaluation of business performance is conducted according to the objectives and targets of the business plan
2. Performance gaps analysed and corrective action taken or new targets set
3. All relevant people are encouraged to propose ways to improve marketing performance
4. Customer reaction to all aspects of the marketing mix is sought and analysed to improve targeting and outcomes
5. Ongoing research of customer requirements is conducted to identify opportunities for change and improvement
6. Changes in market opportunities are monitored and investigated for new business opportunities to aid business development

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.

Details of Learning Activities

1. Definition and discussion of business types/ plan and promotion
Class activities- products, services, customer service/ base
Revision throughout course
2. Analysis and investigation of pricing, volume,services
3. Promotional activities- source and present
4. Customer needs- activities and class activities
5. Working with different customer mixes- industry experiences
6. Resources- site visits
7. Determining market and business needs- case scenarios
8. Presentations throughout course
9. Visiting speakers from industry discussing own business cases
10. Communication and branding- interaction, discussion and evaluation

Teaching Schedule

Session 1 Business and business plan definitions and examples relating to AGIdeas 2009 and 2010- promotion
 1.1 1.2
Session 2 Business types
 1.1-1.2 1.3
Session 3 Customer bases and target markets- relating to RMIT graduates and industry contacts
 1.1 1.2 1.3
Session 4 Guest speaker
Session 5 Marketing objectives
Session 6 Guest speaker
Session 7 Customer service- definitions
Session 8 Promotional activities- suiting a target market
Session 9 Industry visits- reports
 1.1-3 2.1-5  3.1-2
Session 10 Performance gaps- identification and action
Session 11 Customer reaction- dvd
Session 12 AGIdeas International Conference- reports on promotion and business marketing
Session 13 Opportunities for change- class activities
 3.1-2 4.1-6
Session 14 Industry visits- reports
Session 15 Investigating and analysing market performance
Session 16 Overview and presentation of reports and visuals

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:
Research projects, presentations, exercises, group activities.
An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Assessment Tasks

AGIdeas report (2009 and/or 2010) or equivalent 20%
Group/ individual  presentations of site visits- industry interaction 10%
Successful completion of class activities  20%
Successful documentation of industry/ business study/ studies 50%

Assessment Matrix

Course Overview: Access Course Overview