Course Title: Develop and implement a sales or marketing plan

Part B: Course Detail

Teaching Period: Term1 2011

Course Code: MKTG5771C

Course Title: Develop and implement a sales or marketing plan

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C6082 - Advanced Diploma of Textile Design and Development

Course Contact : Julia Raath

Course Contact Phone: +61 3 99259201

Course Contact Email:Julia.Raath@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

mark.reid@rmit.edu.au

Nominal Hours: 60

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

There are 2 pre-requisites for this subject:

Manage Finances BUSM6206C

This subject is also a co-requisite of Manage Finances & Complete a Business Plan.

Course Description

This unit covers the skills and knowledge to develop and implement a sales and marketing plan - it also contains employability skills.

The unit applies to the development and implementation of a sales and marketing plan. Significant judgement is required in planning, technical or supervisory activities related to operations or processes. Work may be conducted in small to large scale enterprises and may involve individual and team activities.

Specifically, this unit requires the application of skills associated with communication to analyse goals and trends, liaise with personnel, gather and analyse data and present, report and document information.

Initiative and enterprise, problem solving and planning and organising are used to identify, implement and maintain strategic plans, analyse outcomes and make modifications. Learning is applied to conduct market research and self management is applied to ensure plans meet organisational objectives.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTGN6001B Develop and implement a sales or marketing plan

Element:

1. Analyse business goals and industry market trends

Performance Criteria:

1.1 Business goals and objectives are defined and analysed to assist formulation of a sales and marketing plan
1.2 Market trends are researched and issues related to workplace are analysed
1.3 Production and marketing practices and their effects on workplace are analysed

Element:

2. Establish strategic directions

Performance Criteria:

2.1 Directions for marketing are assessed in line with aims of business plan, customer requirements, market position, objectives, opportunities and resources of the business
2.2 Sales and marketing strategies are identified and prioritised in order to optimise sales and profit

Element:

3. Develop a sales or marketing plan

Performance Criteria:

3.1 Business resources and appropriate personnel are identified and utilised to optimise effectiveness of sales/marketing plan
3.2 Liaison occurs with relevant personnel including external specialist advice where applicable
3.3 Marketing strategy is developed which reflects overall directions and parameters relating to company business plan, identified long and short term objectives and budget for marketing

Element:

4. Implement and monitor sales and marketing plan

Performance Criteria:

4.1 Implementation of sales and marketing plan is coordinated with all relevant personnel
4.2 Monitoring procedures are established
4.3 Financial data is measured and monitored against objectives to ensure progress towards target is achieved
4.4 Implementation of plan is monitored to establish overall performance

Element:

5. Conduct plan review

Performance Criteria:

5.1 Review of sales and marketing plan is conducted and results assessed
5.2 Sales and marketing plan is modified as necessary to reflect dynamics of market place
5.3 Reporting of review outcomes is assessed

Element:

6. Maintain records

Performance Criteria:

6.1 Records of sales and marketing planning activities are maintained and reports prepared
6.2 Presentations on sales and marketing plan are made at management meetings


Learning Outcomes


As learning outcomes evidence of the following skills is considered essential to demonstrate competency in this unit – on completion the student should be able to:

• Interpret & analyse goals & market trends
• Identify, develop & prioritise sales & marketing plans & strategies
• Optimise sales & profits
• Monitor financial information against objectives
• Review, analyse & modify sales & marketing strategy & plan to ensure objectives are met
• Ensure OHS practices are applied to work activities
• Maintain accurate records

Competencies demonstrated will relate specifically to employability skills.


Details of Learning Activities

Learning activities will include class-time discussions, on-line research (in class-time  and outside), both individual and group learning for task submissions.

An industry guest speaker will be scheduled and participants will also receive the opportunity to learn directly from current industry textile producing companies.


Teaching Schedule

NB Students should note that this weekly planner is offered in good faith and that suggested activities will be undertaken as planned. However due to the possibility of unforeseen circumstances some activities might of necessity need to be altered or postponed – all efforts for advance notice will be made

Date: 02.05.11 Introduction to definitions & principles of marketing – discussion of 7 P’s:
Group presentation Assessment Task 2 Develop & implement a marketing plan – Textile Retail Outlet Survey discussed

1. Analyse business goals and industry market trends


What are market requirements?
Why market?
Product and market oriented approaches
Identify & know the customer
Identifying market segments

Marketing Effectiveness – viewing of dvd Marketing: The Basics, presented by Standard Deviants


Date: 09.05.11 Textile Retail/Wholesale Outlet Survey – Competitor SWOT Analysis

2. Establish strategic directions

 Branding awareness for a target market
Suitable labelling for a target market – image campaigns as marketing strategies
Maintaining market trend awareness 

 Date: 16.05.11 Business resources & costing a product - students to bring a product in

3. Develop a sales or marketing plan


Cost & labour factors are considered
Estimating cost factors are considered
Supplier lists are considered


Date: 23.05.11 Guest speaker from Craft Victoria – Pip Carroll.
Topic: Marketing strategy as company business plan development 

4. Implement and monitor sales and marketing plan


Date: 30.05.11 Marketing mix is identified, developed & implemented
Monitoring procedures discussed: Product Placement & Promotion, Brand Promotion/Product Advertising, Product Give-away/Product Editorial, Product On-line, Public Relations.

5. Conduct plan review

Group marketing plans are implemented and feedback is provided. Alterations are made where necessary
Group marketing plans are reviewed and feedback is provided. Modifications are made where necessary

Date: 06.06.11 Assessment week.

Group presentation Assessment Task 2 Develop & implement a marketing plan – Textile Retail/Wholesale Outlet Survey 

6. Maintain records

 Group research content – 30%
Group PPT presentation – 20%


Learning Resources

Prescribed Texts

There are no prescribed texts


References

Students may wish to refer to A/V material related to this subject. Both the Brunswick library and the City Business library offer a comprehensive selection of associated DVD's & paper publications. For added online research, Google Scholar as a portal is preferred.


Other Resources

Standard writing kit, notepad, U.S.B. 4 gigabyte minimum.

Own transport to and from excursion sites, refer to weekly planner on Blackboard.


Overview of Assessment

To achieve successful completion of this course students must demonstrate an understanding of all elements of competency.

Assessment tasks have been designed to measure achievement of each competency in a flexible manner.
Assessment will incorporate a variety of methods including: Research & investigation - group written report.
15 minute group Oral & PPT presentation

Specific assessment criteria and mark breakdown will be discussed in class.

Late or incomplete submissions will be assessed with penalties: 2 marks deducted per day. 10 marks deducted per week
Penalties relate to the employability skill of self management: the ability to plan, organise and meet deadlines


Students will be awarded a grade only if competency has been demonstrated within the standard enrolment period on the first assessment attempt.

Units assessed as ‘not yet competent’ on a first assessment attempt and ‘competent’ on a second or subsequent attempt are to have results amended to competent but are not eligible for grading.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher.
All work must be submitted by the due date.

Late submission will not be graded higher than a PASS.


Assessment Tasks

Please refer to above overview of assessment for Task information.

More specific on-line information will be provided through Blackboard and updated weekly planners.


Assessment Matrix

Element 1. Analyse business goals and industry market trends1.1 Business goals and objectives are defined and analysed to assist formulation of a sales and marketing plan
1.2 Market trends are researched and issues related to workplace are analysed
1.3 Production and marketing practices and their effects on workplace are analysed
 Element 2. Establish strategic directions 2.1 Directions for marketing are assessed in line with aims of business plan, customer requirements, market position, objectives, opportunities and resources of the business
2.2 Sales and marketing strategies are identified and prioritised in order to optimise sales and profit
Element 3. Develop a sales or marketing plan  3.1 Business resources and appropriate personnel are identified and utilised to optimise effectiveness of sales/marketing plan
3.2 Liaison occurs with relevant personnel including external specialist advice where applicable
3.3 Marketing strategy is developed which reflects overall directions and parameters relating to company business plan, identified long and short term objectives and budget for marketing
 Element 4. Implement and monitor sales and marketing plan  4.1 Implementation of sales and marketing plan is coordinated with all relevant personnel
4.2 Monitoring procedures are established
4.3 Financial data is measured and monitored against objectives to ensure progress towards target is achieved
4.4 Implementation of plan is monitored to establish overall performance
 Element 5. Conduct plan review 5.1 Review of sales and marketing plan is conducted and results assessed
5.2 Sales and marketing plan is modified as necessary to reflect dynamics of market place
5.3 Reporting of review outcomes is assessed
 Element 6. Maintain records 6.1 Records of sales and marketing planning activities are maintained and reports prepared
6.2 Presentations on sales and marketing plan are made at management meetings

Other Information

Textile Design and Development promotes sustainable practice.

Please refer to Blackboard and RMIT email for regular communication.

Please consider the environment before printing

Course Overview: Access Course Overview