Course Title: Undertake marketing activities

Part B: Course Detail

Teaching Period: Term1 2011

Course Code: MKTG5804C

Course Title: Undertake marketing activities

School: 345T Media and Communication

Campus: City Campus

Program: C6088 - Advanced Diploma of Screenwriting

Course Contact : Program administration

Course Contact Phone: +61 3 9925 4368

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Ian Pringle

Nominal Hours: 30

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


Course Description

The competency Undertake Marketing Activities looks at the skills and knowledge required to coordinate a range of marketing activities and promotional activities. It is delivered and assessed along with Manage Copyright Arrangements. Together these competencies form the course Manage a project in which you acquire the knowledge you need to take your Screen projects forward.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUEMAR03B Undertake marketing activities


1. Plan and organise marketing and promotional activities.

Performance Criteria:

1.1 Plan and schedule activities in accordance with the marketing plan or other organisational systems
1.2 Identify, analyse and incorporate relevant market information into short term planning
1.3 Develop and implement detailed action plans for promotional activities at the appropriate time to address all operational details


2. Undertake a general public relations role.

Performance Criteria:

2.1 Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the organisation.
2.2 Use networks to assist in the implementation of promotional activities
2.3 Develop promotional resources in appropriate formats where required, ensuring accessibility for customer colleagues with special needs


3. Review and report on promotional activities.

Performance Criteria:

3.1 Prepare reports in accordance with the organisation’s marketing policy and required timeframes.
3.2 Present market intelligence in a manner which provides clear and concise information to those responsible for sales and marketing planning
3.3 make informal reports to relevant colleagues to maximise opportunity to meet team targets.
3.4 Review all activities in accordance with agreed evaluation methods ad incorporate results into future planning.
3.5 Agree to evaluation processes through consultation and negotiation.

Learning Outcomes

On successful completion of this course, you will be able to identify local and international markets, manage the copyright of your work and recognise what is involved in the marketing and managing the production and distribution of your own project.

Details of Learning Activities

You learn through:
1. In-class activities:
industry speakers
teacher directed group activities/projects
peer teaching and class presentations
group discussion
class exercises to review discussions/lectures
workshopping of students’ own projects
analysis/critique of writings of students’ choice

2. Out-of-class activities:
independent project based work
writing and reading assignments
online and other research
independent study

Teaching Schedule

Week starting Class contentAssessment dueElements
Week 1
(7 Feb)

Introduction to the course content – explanation of assessment.
Information Sheet: synopsis, proposed budget, audience, distributor, financing sources, proposed cast

Budget: General introduction to Above & Below Line costs



CUFCMP501A 1,2

Week 2
(14 Feb)
Setting up Production entity, legal issues, contracts, completion guarantors

Production logistics: Location, Studio

Budgeting: Above the Line costs cont.

  CUEMAR03B - 1

Week 3
(21 Feb)

Synopsis, Treatment, Presentation of Concept

Budget: Above the Line costs cont.

* Assessment: Preparation of Information sheet for delegated script.

  CUEMAR03B - 1

Week 4
(28 Feb)
Production management, Health & Safety issues,
production logistics

Budget: Above the Line costs cont.

 CUEMAR03B - 1

Week 5
(7 March)
Contracts, industry awards, management of production

Budget: Prod Unit Salaries

  CUEMAR03B - 1,2
CUFCMP501A 2,3,4
Week 6
(14 March)
Legal Issues: Copyright, casting production, insurances,
completion guarantors, distribution & marketing

Bank financing, discounting contracts

Budget: Prod Unit salaries, cont.

  CUEMAR03B - 1,2
CUFCMP501A 2,3,4
Week 7
(21 March)
Crisis management, role of producer in post prod.

Budget: Prod Unit Salaries, cont.

Prod Unit Salaries cont.

Running a small business

Leadership and management skills

  CUEMAR03B - 1,2
Week 8
(28 March)
New technologies and impact on production, distribution & marketing

Budget: Fringes, holiday pay, payroll tax,
Unions & super, cast

* Assessment: Develop a financing strategy for investment from private sector and government funding bodies.

  CUEMAR03B - 1,2
Week 9
(4 April)

Leadership and management skill, running a small business

Budget: Music, make-up & hair, sets & properties

  CUEMAR03B - 1,2
Week 10
(11 April)

Co-productions and international financing

Budget: Film & Laboratory – shooting & editing, Post Prod Sound

  CUEMAR03B - 1,2

Week 11
(18 -20 April and 28-29 April)
Market place analysis, product assessment

Budget: Equipment all categories

 Production Company Profile Due CUEMAR03B - 1,2

 Mid-semester break (21/4 – 27/4)  
Week 12
(2 May)
Managing your copyright 
CUFCMP501A 1-5
Week 13
(9 May)
Professional networks: Key players, government bodies & associations

Budget: Indirect costs

  CUEMAR03B - 2

Week 14
(16 May)
Distribution: Local & International markets.

Budget: Finance & Marketing

* Assessment: Devise distribution strategy for delegated script

  CUEMAR03B - 2

CUFCMP501A 4,5
Week 15
(23 May)
Distribution: Local & International markets

Budget: Summary all categories

 Copyright Analysis Due

 CUEMAR03B - 2

CUFCMP501A 4,5

Week 16
(30 May)
Analysis of Assessments

 Profile of Distribution or Sales Company Due CUEMAR03B - 3

Week 17
(6 June)
Assessment Week  

Learning Resources

Prescribed Texts

Extracts, readings and additional references are provided throughout the course. In addition to hard copy handouts, some readings are made available on the class website, Blackboard, and others can be accessed via the web.
Recommended books will be discussed in class.


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

Other Resources

You require access to a computer and to the internet for this course

Overview of Assessment

Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral presentations and through written assignments.


Assessment Tasks

To demonstrate competency in this course, you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.

Assessment Tasks
1. Profile report on an Australasian feature film production company. Due April 28 (40%) 

2. Copyright analysis Due May 26 (20%)

3. Profile report on two ditribution or sales companies - one local company and one international. Due June 2 (40%)

Grades used in this course are as follows:

80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail

For further details on these assessment tasks and the grading system and criteria used, please refer to the course blackboard site.

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

You will receive spoken and/or written feedback by teacher on your work. Where appropriate, this feedback also includes suggestions on how you can proceed to the next stage of developing your projects.

Late Submissions
Please refer to the course blackboard site for policy information including information on late submissions and plagiarism

RMIT has a strict policy on plagiarism. Please refer to the website for more information on this policy.

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:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview