Course Title: Undertake marketing activities

Part B: Course Detail

Teaching Period: Term1 2012

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:

  • lectures
  • 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

WeekClass contentAssessment dueCompetency and Elements
Week 1

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
Setting up Production entity, legal issues, contracts, completion guarantors

Production logistics: Location, Studio

Budgeting: Above the Line costs cont.
  CUEMAR03B - 1

Week 3

Synopsis, Treatment, Presentation of Concept

Budget: Above the Line costs cont.

  CUEMAR03B - 1
Week 4
Production management, Health & Safety issues,
production logistics

Budget: Above the Line costs cont.
 CUEMAR03B - 1
Week 5
Contracts, industry awards, management of production

Budget: Prod Unit Salaries
  CUEMAR03B - 1,2
CUFCMP501A 2,3,4
Week 6
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
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
New technologies and impact on production, distribution & marketing

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

  CUEMAR03B - 1,2
 Mid-semester break 5th to the 11th of April inclusive  
Week 9

Leadership and management skill, running a small business

Budget: Music, make-up & hair, sets & properties
Assessment 1 (Production Company Profile) due CUEMAR03B - 1,2
Week 10

Co-productions and international financing

Budget: Film & Laboratory – shooting & editing, Post Prod Sound
  CUEMAR03B - 1,2
Week 11
Market place analysis, product assessment

Budget: Equipment all categories
  CUEMAR03B - 1,2
Week 12Managing your copyright Assessment 2 (Copyright analysis) due
CUFCMP501A 1-5
Week 13
Professional networks: Key players, government bodies & associations

Budget: Indirect costs
  CUEMAR03B - 2
Week 14
Distribution: Local & International markets.

Budget: Finance & Marketing

  CUEMAR03B - 2

CUFCMP501A 4,5
Week 15
Distribution: Local & International markets

Budget: Summary all categories
 Assessment 3 (Distribution or Sales Company Profile) due

 CUEMAR03B - 2

CUFCMP501A 4,5

Week 16
Analysis of Assessments
  CUEMAR03B - 3
Week 17
Assessment Week - no classes  

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 12 (40%) 

2. Copyright analysis Due May 3 (20%)

3. Profile report on two distribution or sales companies - one local company and one international. Due May 24 (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

Submission of Assessment Tasks
You are required to submit all written assessment tasks in hard copy with a completed School of Media and Communication cover sheet. You are expected to keep a copy of all assignments submitted.

Late Submissions
If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension before that due date.
Please refer to the course blackboard site for information on late submissions and on applying for an extension.

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

Academic Integrity
Academic Integrity is about the honest presentation of your academic work. Presenting work that fails to acknowledge other people’s work within yours can compromise academic integrity. For further information on academic integrity and plagiarism, please refer to the following URL.;ID=kkc202lwe1yv

Special Consideration Policy
Please refer to the following URL for information on applying for special consideration:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1

Course Overview: Access Course Overview