Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: MKTG5806C

Course Title: Manage the marketing process

School: 345T Media and Communication

Campus: City Campus

Program: C6087 - Advanced Diploma of Screen and Media

Course Contact : Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact Email:mcvet@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Nicole McKinnon
Phone: 99254375
Email: nicole.mckinnon@rmit.edu.au

Teacher: Arthur Michalopoulos
Phone: 99254111
Email: arthur.michalopoulos@rmit.edu.au

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

Course Description

This unit of competency, Manage the marketing process BSBMKG603B is delivered in the class Design Studio 4, together with Develop a marketing plan BSBMKG609A and Establish the creative vision for screen productions CUFDRT601A. The aim of this course is to give students the opportunity to manage the marketing process. Students will undertake the execution of the marketing plan for the end of year graduate exhibition. They will also develop strategies for marketing themselves as interactive digital media designers.


 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG603B Manage the marketing process

Element:

3. Evaluate and improve strategic marketing performance

Performance Criteria:

3.1 Analyse marketing outcomes, review strategic objectives
and marketing metrics, and revise if required
3.2 Analyse successes and performance gaps in relation to
cause and effect, and use this information to improve
strategic performance
3.3 Analyse over-performance against targets for trends and
set new targets
3.4 Analyse changes in market phenomena, and identify and
document their impact on strategic marketing objectives
3.5 Document review of marketing performance against key
performance indicators in accordance with organisational
requirements

Element:

1. Manage marketing performance

Performance Criteria:

1.1 Manage marketing effort to ensure it is directed towards
areas of greatest potential for the organisation
1.2 Manage integration of marketing, promotional and sales
activities in accordance with strategic marketing objectives
1.3 Monitor product, distribution, pricing and marketing
communication policies in relation to market changes,
marketing plan objectives and organisational requirements
1.4 Use marketing metrics and monitor overall marketing
progress against performance targets to ensure activity,
quality, cost, and time requirements are met

Element:

2. Manage marketing personnel

Performance Criteria:

2.1 Communicate strategic marketing objectives across the
organisation in ways suited to levels of knowledge,
experience and specific needs of personnel
2.2 Identify and agree roles, responsibilities and
accountabilities of staff and contractors involved in all
elements of marketing effort
2.3 Develop communication strategy to ensure that personnel
responsible for each element of the marketing mix work
together to meet organisation's marketing objectives
2.4 Provide mentoring, coaching and feedback to support
individuals and teams to achieve agreed objectives and to
use resources to the required standard
2.5 Identify individual and team performance, and instigate
corrective action promptly to safeguard marketing
outcomes


Learning Outcomes


On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements. You will be able to develop and execute a marketing plan and manage, evaluate and improve marketing performance both as an individual and for group projects.


Details of Learning Activities


Learning activities will consist of:

peer teaching and class presentations
group discussion
online research
workshopping
independent project based work
teacher directed group activities/projects
class exercises to review discussions/lectures
workshopping of students’ own projects
reading of excerpts of writings to provide examples of writing elements
analysis/critique of writings of students’ choice


Teaching Schedule

Week Class content Assignment due dates Elements
1
Introduction

Identity teams

Assignment 01: Marketing Research 5%
Due today end of class (Name, team members. Required Research etc)

Introducing: Assignment 02: Develop a marketing plan for the end of year exhibition, proposal and presentation 45% 		Due: Assignment 01: Marketing Research

Into the drop box.


1.1,1.2, 1.3,1.4

2.1,2.2,2.3,2.4

3.1,3.2,3.3,3.4
2 Brainstorm of Exhibition ‘Identity’ ideas
- Appropriate name for E.O.Y. exhibition
- Overall Design for posters, invites, DVD etc 		  3.1,3.2,3,3.4,3.5
3 Present rough concept(sketches, colour palette, images etc)
Presentation & feedback 		  3.1,3.2,3,3.4,3.5
4 Update & preparation for week 5 presentations (complete/tweaks)   3.1,3.2,3,3.4,3.5
5 Presentation of Assignment 02. All groups to present. All students must attend and vote on Graduate exhibition identity 2011. Due: Assignment 2 Develop a marketing plan for the end of year exhibition, proposal and presentation 3.1,3.2,3,3.4,3.5
6 Introduce Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
7 Work on Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
8 Work on Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
9 Work on Assignment 03 Individual marketing plan

Work on Individual marketing plan 		  3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
10 Work on Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
11 Work on Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
12 Present Individual marketing plan   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
13 Introducing Assignment 04 Develop marketing material   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
14 Work on Assignment 04 Develop marketing material   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
15 Work on Assignment 04 Develop marketing material   3.1,3.2,3,3.4,3.5
2.1,2.2,2.3,2.4
16 Work on Assignment 04 Develop marketing material Assignment 04 Develop marketing material  
17 Assessment and review    


Learning Resources

Prescribed Texts

N/A


References

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


Other Resources

Use of the internet, library an other as required


Overview of Assessment

Assessment is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in the management and evaluation of a marketing process.


Assessment Tasks

Assignment 01: Marketing Research Value: 5%
(See assignment brief on Blackboard for complete details)

Assignment 02: Develop a marketing plan for the end of year exhibition, proposal and presentation Value: 45%
(See assignment brief on Blackboard for complete details)

Assignment 04: Develop marketing material
Analyse requirements for individual marketing plan and create branding elements. Presentation, and analysis of branding in relation to Personal marketing plan.
Value: 15%
(See assignment brief on Blackboard for complete details)

NB: Assignment 03: (Individual Marketing Plan) will be assessed as part of BSBMKG609A Develop a Marketing Plan and will comprise the remaining 35% of the final semester mark


Grades used in this unit are as follows:

Grades which apply to curriculum-based courses:
80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration



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.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Other Information

Please note: This competency is co-delivered with BSBMKG609A Develop a marketing plan

Course Overview: Access Course Overview