Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG5807C

Course Title: Develop a marketing plan

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: Arthur Michalopoulos
Phone: 9925 4111
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, Develop a marketing plan BSBMKG609A is delivered in the class Design Studio 4, together with Manage the marketing process BSBMKG603B and Establish the creative vision for screen productions CUFDRT601A. The aim of this course is to give students the opportunity to make preparations for the transition into the work force. Students will undertake the planning and marketing of the end of year graduate exhibition.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG609A Develop a marketing plan

Element:

1. Devise marketing strategies

Performance Criteria:

1.1 Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2 Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources
1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5 Ensure strategies align with organisation's strategic direction
1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against mark

Element:

2. Plan marketing tactics

Performance Criteria:

2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible
2.2 Identify coordination and monitoring mechanisms for scheduled activities
2.3 Ensure tactics are achievable within organisation's projected capabilities and budget
2.4 Ensure tactics meet legal and ethical requirements
2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets, and allow marketing targets to be adjusted if necessary

Element:

3. Prepare and present a marketing plan

Performance Criteria:

3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
3.3 Present marketing plan for approval in the required format and timeframe
3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe


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 have the ability to develop a marketing plan and marketing material, both as an individul 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






 


Teaching Schedule

Week

Class content

Assessment tasksEstablish the creative vision for screen productions
CUFDRT601A

Manage the marketing process

BSBMKG603B

Develop a marketing plan

BSBMKG609A

week1Introduction and discussion of course
With additional screening of previous graduate DVD’s

Workshop Class Activity MTV Aniamtion Concepts
  111
week2Intro to End-Of-Year exhibition (ideas/Designs/proposal)
End-Of-Year exhibition concept proposal brie

Auditorium Milestone Presentation Present the Project Progress completed scenes in animatic and Script
Work on Design Project 4 production
one on one feedback. Students to record feedback

Workshop End-Of-Year exhibition concept proposal development

 1,21,21,2,3
week3Teams to continue developing concepts in preparation of presentations for week 4

Workshop Class Activity MTV Aniamtion Production
  1,21,21,2,3
week4Work/Presentation/deciding on End -Of-Year Exhibition concept
Exhibition Team allocation/ Marketing Plan Intro

Workshop End-Of-Year exhibition concept pre-production
Assessment task 1: Exhibition concept presentation and submission 1,231
week5Outline of proposed further study or work options in industry indicated by research of study programs

Work on Design Project 4 production
One on one feedback. Students to record feedback
Workshop Class Activity
Present Flowcharts, prototypes (Interactive), scripts & animatic (Linear) for feedback

Applying for suitable jobs in the industry

 1,231
week6Applying for suitable jobs in the industry

Work on Design Project 4 production
One on one feedback. Students to record feedback
Present Flowcharts, prototypes (Interactive), scripts & animatic (Linear) for feedback
  1,2,32,31
week7Work on CV/resume that shows appropriate experience and suitable design layout

Workshop WIL activity - Human Rights Motion Graphic Animations
  1,2,32,32
week8Developing possible questions for a hypothetical job interview – what is asked and how should you respond at an interview

Auditorium Milestone Presentation Present the Design Project 4 Progress - interactive wireframes/prototypes or completed scenes in animatic
Workshop WIL activity - Human Rights Motion Graphic Animations
  1,2,31,31,2
week9Concept work on individual business card

Rough cut presentation - 75% final artwork and coded assets completed for interactives with wireframes/prototypes. Linear projects 75% final artwork edited over animatic

Work on Design Project 4 production
One on one feedback. Students to record feedback

  1,2,31,31,2,3
week10Design work on individual business card
Collating/Preparation of ALL aspects of the marketing plan in preparation for submission in week 11

Work on Design Project 4 production
One on one feedback. Students to record feedback
  1,2,311,2,3
week11

Individual Marketing plan submission

Work on Design Project 4 production
One on one feedback. Students to record feedback

Assessment task 2 Part A:
Individual Marketing plan
submission
 1,2,333
week12Work on show-reel End-Of-Year Exhibition Production

Fine cut Design Project Presentation & submission on a DVD

Work on Design Project 4 production
One on one feedback. Students to record feedback

 1,2,31,2,3 1,2,3
week13Work on show-reel End-Of-Year Exhibition Production

Submit the completed Design Project 4 Research Project

SummativeTask 01 Final Submission of Design Project 4

  2,31,2,31,2,3
week14Work on show-reel End-Of-Year Exhibition Production

Prepare Design Project 4 production for Graduate exhibition
  2,31,2,31,2,3
week15Finalise art for DVD, posters and screening material for End-Of-Year Exhibition
Finalise show-reel in preparation for presentation/submission in week 16

Prepare Design Project 4 production for Graduate exhibition
  2,32,31,2,3
week16Tweak final art for DVD, posters and screening material for End-Of-Year Exhibition. Show-reel submission

Plan for production in ‘week 17’

Assessment task 2 Part B
(option 1)Show-reel submission
OR

Assessment task 2 Part B
(option 2) End-Of-Year Exhibition
documentation

 2,333


Learning Resources

Prescribed Texts


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 group and individual projects and through the application of learned skills and insights to your assessment tasks. Full assessment briefs will be provided and can be found on My RMIT.


Assessment Tasks

NOTE: This unit of competency, Develop a marketing plan BSBMKG609A is co-assessed with Manage the marketing process BSBMKG603B.


ALL Students will be developing an individual marketing plan and a proposal for an End-of-year Exhibition.  Later in the semester, they will either be invovled in the production and marketing of an End-of-year Exhibition OR in developing a Showreel (of their own creative work). These activities will be the basis for assessments in this course:-

Formative Assessment task:

Assessment task 1: Exhibition concept. Due week 4.
(Refer to assignment brief for details)

Grades which apply to courses delivered in accordance with competency-based assessment (not-graded)

CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit Assessment.

Summative assessment tasks:

Assessment task 2 Part A :Individual Marketing plan. Due week 11.
(Refer to assignment brief for details)

Assessment task 2 Part B Due week 15.
Option 1: Show-reel

(Refer to assignment brief for details)
OR
Option 2: End of year Exhibition. Due week 15.
(Refer to assignment brief for details)

For assessment task 2 Part B, students not working on the end of year exhibition will submit a show-reel (Option 1). For students working on the end of year exhibition they will complete requirements for Option 2 only

NB: ALL students to complete Assessment task 2 :Part A: Individual Marketing plan

Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment:


CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competent with Pass
NYC Not yet competent
DNS Did Not Submit for Assessment

(See assignment briefs on Blackboard for complete details)


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.

Other Information

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

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.

Feedback
You will receive spoken and written feedback from teachers on your work. Where appropriate, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT http://www.rmit.edu.au/browse;ID=9pp3ic9obks7

Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy http://www.rmit.edu.au/browse;ID=vj2g89cve4uj1

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. You can apply in writing for up to a week’s extension from your course teacher. If you need a longer extension, you wil need to apply for special consideration. Special consideration, appeals and discipline http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y

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
http://www.rmit.edu.au/browse;ID=kw02ylsd8z3n

Work Placement:
It is a requirement of this program that all students participate in authentic work related tasks. These may be either simulated or in a real work environment. On occasion, we are approached by industry and given opportunities for students to apply for short term placements. When these placement opportunities arise, students are required to negotiate the specific details with the relevant program coordinator or teacher. All industry placements require students, RMIT staff and host organisations to sign a written agreement prior to the commencement of the placement.

Course Overview: Access Course Overview