Course Title: Promote the business

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5847C

Course Title: Promote the business

School: 320T Architecture & Design

Campus: Brunswick Campus

Program: C5230 - Diploma of Graphic Design

Course Contact : Meave Queally

Course Contact Phone: +61 3 9925 9438

Course Contact Email:meave.queally@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, 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

Element:

1 Develop marketing strategies

Performance Criteria:

1.1 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
1.2 Customer base and target market for the business are evaluated as a basis for marketing strategies
1.3 Marketing objectives and strategies are determined in consultation with relevant people in
accordance with the business plan

Element:

2 Determine a marketing mix for the business

Performance Criteria:

2.1 Product mix, volumes and pricing are balanced to optimise sales and profit
2.2 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
2.3 Promotional activities are determined to suit the target market
2.4 Customer needs and preferences are considered in determining the marketing mix
2.5 Marketing mix is determined according to market and business needs

Element:

3 Implement marketing

Performance Criteria:

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

Element:

4 Monitor and improve marketing performance

Performance Criteria:

4.1 Ongoing monitoring of marketing activities and evaluation of business performance is conducted
according to the objectives and targets of the business plan
4.2 Performance gaps analysed and corrective action taken or new targets set
4.3 All relevant people are encouraged to propose ways to improve marketing performance
4.4 Customer reaction to all aspects of the marketing mix is sought and analysed to improve targeting
and outcomes
4.5 Ongoing research of customer requirements is conducted to identify opportunities for change
and improvement
4.6 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

Learning activities will take place in a studio and/or a computer laboratory using industry standard tools and resources. You will complete exercises and industry style projects. You will also be required to undertake independent study.

In class activities may include:
•independent project based work
•teacher directed group activities/projects
•peer teaching and class presentations
•class exercises to review lectures
•practical demonstrations
•Blog/Wiki discussion and participation
•analysis/critique of relevant visual material

Out of class activities may include:
•online research
•independent project based work
 


Teaching Schedule

 Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.  Performance criteria
WeekActivity

BSBSBM403A

CUEFIN1A 
2INTRODUCTION
SUMMARY OF PROJECTS AND EXPECTATIONS FOR THE SEMESTER
THE BUSINESS OF DESIGN: AN INTRODUCTION
• Overview of a design studio as a business / structure / roles / responsibilities
UNDERSTANDING HOW MARKETING, STRATEGY & CREATIVITY COMBINE
1.1 - 2.5 
 3UNDERSTANDING THE CLIENT
UNDERSTANDING THE BRIEF
• Taking a good brief, Identifying and understanding the project goals and objectives
WHAT IS A SWOT ANALYSIS AND WHEN WOULD YOU USE IT – GROUP EXERCISE (SWOT).
1.1 - 2.5 
4DEFINING THE SCOPE OF A PROJECT
• Steps for defining the scope of a project: Project objectives, Goals, Checkpoints, Tasks,
Resources, Budget, Schedule.
The Marketing Mix and 4 P’s – GROUP EXERCISE (4p’s)
• Understanding the Tool – How and why it’s used?
• Using the 4P’s Marketing Mix Model
 1.1 - 2.51.1 - 1.4
 5SEGMENTATION, TARGETING AND POSITIONING (STP)
Identify and understand the difference between Market Segmentation, Targeting and Positioning
 1.1 - 2.5 
 6DELIVERY OF ’GAME ON BRIEF’.
The Brand – What is a Brand – GROUP EXERCISE (Brand Essence Wheel)
• What is Brand Positioning, Brand Essence, Brand personality, Brand archetypes.
BRAND COMPARISON PROJECT
• Compare two brands that will appeal to your chosen demographic for the “Game On’ Brief.
1. Target Market, 2. The Story / Origins, 3. The Product, 4. Brand Essence, 5. Commonalities & Differences, 6. Summation.
 1.1 - 3.2 
 7 THE PRESENTATION
Preparing a presentation that will inspire, How to present to an audience.
 1.1 - 3.2 
 8INVESTIGATE & PRESENT
Presenting Brand Comparisons to the class
 1.1 - 3.2 
 9AGENDA FOR PRESENTATION – GAME ON BRIEF
1. Project Objectives & Goals, 2. Client & Market Research, 3. Competitor Analysis, 4. Target Market, 5. Brand Positioning, 6. Brand Story, 7. Brand Voice, 8. Creative Direction / Visual Expression, 9. Implementation
 1.1 - 3.2 
 10THE BUSINESS OF DESIGN: FREELANCE
PROMOTING YOURSELF
1.1 - 3.2 
 11DEFINING the marketing mix – BUILDING THE CAMPAIGN
Defining objectives, Target market segmentation (demographic, psychographic, Behavioural geographic), Media and channel planning, Determining promotional tactics
 1.1 - 4.6 1.1 - 2.2
 12THE BUSINESS OF DESIGN: INVOICES, CONTRACTS, TIME SHEETS, INTELLECTUAL PROPERTY.
PREPARING A BUDGET – AN OVERVIEW
Confirming the brief, Scoping the project, Timeline, Cost, Deliverables for a Small Business Identity.
 1.1 - 2.2
13 Review of PRESENTATION plans – with Executive Summary / Snapshot Presentation
Managing a complex design project – The importance of clarity in communication, challenges within the scope, timing, a changing brief and managing a difficult client
 1.1 - 4.61.1 - 2.9
 14Monitoring, measuring success. Methodologies to determine which aspects of the plan should be reworked. Types of research applicable to determine what worked, what didn’t, what should be improved – qualitative vs quantitative.
SUBMISSION OF BUDGET / QUOTE FOR AN IDENTITY
 1.1 - 4.6 1.1 - 2.9
 15 GAME ON – Presentation 1.1 - 4.6 
16GAME ON – Presentation
Constructive Feedback on Presentations
 1.1 - 4.6 


Learning Resources

Prescribed Texts

None required


References

You are advised to look at the course myRMIT site for ongoing updated information.


Other Resources

RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access of the library 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

Assessment tasks in this course are either formative or summative. Formative tasks provide the basis for ongoing feedback and can be considered essential building blocks for the more substantial summative assessment tasks. Summative assessment tasks in this unit are graded.
To demonstrate competency in this course you need to complete each one of the following pieces of assessment and have a satisfactory outcome in the summative assessments.

Formative Assessment
SWOT analysis exercise
Marketing Mix and 4P’s exercise
Brand essence wheel exercise
Budget and quoting exercises
Summative Assessment
Project 1: Brand comparison Due week 8
Project 2: Game On Brief research presentation Due week 15 & 16

Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment:
HDCompetent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYCNot Yet Competent
DNS Did Not Submit for Assessment


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available from the course contact person (stated above).

Other Information

Attendance
The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Feedback - You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT

Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Special consideration, appeals and discipline (unresolved)

Cover Sheet for Submissions
You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.

Academic Integrity and Plagiarism - RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity

Course Overview: Access Course Overview