Course Title: Plan measurement of marketing effectiveness

Part A: Course Overview

Program: C5342

Course Title: Plan measurement of marketing effectiveness

Portfolio: BUS

Nominal Hours: 50.0

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.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7964C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email: timothy.wallis@rmit.edu.au


Course Description

This unit describes the skills and knowledge required to determine the optimum marketing mix for a business through analysis of interrelated marketing components.

It applies to individuals in marketing management roles who are responsible for developing marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities are identified.


Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG522 Plan measurement of marketing effectiveness

Elements:

1. Identify and analyse measurement of marketing effectiveness

2. Develop strategy to measure marketing effectiveness

3. Promote strategy to measure marketing effectiveness

Learning Outcomes

This unit describes the skills and knowledge required to identify marketing metrics, analyse effectiveness of current and possible future marketing metrics used by the organizations and promote strategies to measure marketing effectiveness.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  •  develop a strategy to measure marketing performance, which includes:
    •  objectives
    •  metrics chosen and rationale for choice for each marketing process or function
    •  a detailed budget
    •  links to organisational strategy and objectives
    •  a communication plan.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  •  outline range of criteria for selecting metrics
  •  explain range of marketing functions within an organisation
  •  summarise range of marketing metrics and their usefulness to measure key marketing operations

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.