Course Title: Develop a marketing plan
Part A: Course Overview
Program: C6053
Course Title: Develop a marketing plan
Portfolio: BUS
Nominal Hours: 60.0
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) |
MKTG7136C |
City Campus |
TAFE |
650T TAFE Business |
Face-to-Face or Workplace |
Course Contact: Elizabeth Eades
Course Contact Phone: 03 9925 5155
Course Contact Email: elizabeth.eades@rmit.edu.au
Course Description
This unit covers the development and presentation (for approval) of a marketing plan including objectives, strategies, activities and resources over the areas of market research, product or service development, finance, advertising, sales, distribution, public relations and training.
Pre-requisite Courses and Assumed Knowledge and Capabilities
Ideally students should have completed the following courses prior to commencement of this course:
* Establish & Adjust the Marketing Mix (also known as The Marketing Concept)
* Develop a Marketing Communication Plan
* Manage the Marketing Process
National Competency Codes and Titles
National Element Code & Title: |
BSBMKG602A Develop a marketing plan |
Elements: |
Devise marketing strategies |
Formulate marketing objectives |
|
Identify strategic direction |
|
Plan marketing tactics |
|
Prepare and present a marketing plan |
|
Review marketing performance |
Learning Outcomes
On completion of this course, students will have demonstrated ability to prepare and present a marketing plan that addresses the needs of the business and the market.
Specifically, students will have developed and demonstrated underpinning skills and knowledge in the following areas:
* Skills to identify market information, to write in a range of styles for different audiences and to interpret legal requirements
* Communication skills including questioning, clarifying, reporting
* Numeracy skills for data analysis
* Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
* Understand the relevant legislation from all levels of government that affects business operation
* An understanding of organisation’s business structure, products and services
* Ability to develop strategic, operational and tactical plans
* Legal and ethical requirements of an organisation
* Undertake market performance evaluation methodologies (including the use of SWOT), apply marketing strategies and approaches
Overview of Assessment
Students will study marketing planning skills and theory in classroom sessions and tutorials. Practical exercises and assessment work will be undertaken outside of the classroom. Marketing planning concepts will also be explored through the investigation of an appropriate real world scenario and/or use of a simulated environment.