Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term1 2010

Course Code: MKTG5840C

Course Title: Manage the marketing process

School: 650T TAFE Business

Campus: City Campus

Program: C6092 - Advanced Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Chris Lee Ph (03) 9925 5471

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 required

Course Description

This unit applies to senior marketing professionals who are responsible for managing the overall marketing process of an organisation and for managing marketing personnel. Typically they would manage a portfolio of products or services across the organisation, rather than a single product or few products.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG603B Manage the marketing process


1. Manage marketing performance

Performance Criteria:

1.1 Manage marketing effort to ensure it is directed towards areas of
greatest potential for the organization.
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 organizational requirements.
1.4 Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost and time requirements are met.


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
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


3. Evaluate and improve strategic marketing performance

Performance Criteria:

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

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Competency Based Assessment
Students will be provided with more than one opportunity to demonstrate competence. Competency based assessment is detailed below in “Assessment methods” and “Assessment Tasks”.

Teaching Schedule

  Weekly Schedule 
Week beginning Element/Performance Criteria
Week 1 (8th Feb)Course overview 
Week 2 (15th Feb)Understanding the business #1
1. The strategic planning process
2. The marketing plan (brief overview)
3. Situation analysis
 BSBMKG603 Element#1
Week 3 (22nd Feb)         Understanding the business #2                                                                                                                             1. The strategic planning process
2. The marketing plan (brief overview)
3. Situation analysis
BSBMKG603 Element#1
Week 4 (1st Mar) Identifying market needs
1. Marketing information systems
2. Marketing segmentation and target market strategies
3. Market positioning
 BSBMKG501 Element#1
 Week 5 (8th Mar) Identifying marketing opportunities  BSBMKG501 Element#1
 Week 6 (15th Mar) Evaluating marketing opportunities BSBMKG501 Element#2
 Week 7 (22nd Mar) Strategy development:
1. Setting marketing objectives
2. Developing marketing strategies:
a. The 4Ps’
b. Higher level marketing strategies
 BSBMKG603 Element#1
 Week 8 (29th Mar)                               Budgets (Resource allocation, submission & approval BSBMKG603 Element#1
BSBMKG501 Element#2&3
 Week 9 (12th Apr) Implementation: Managing marketing personnel BSBMKG603 Element#2
 Week 10 (19th Apr) Evaluation, control mechanisms and recommend any improvements to future marketing performance BSBMKG603 Element#1&3
BSBMKG501 Element#3
 Week 11 (26th Apr) Presenting the business opportunities #1 (Business Model) BSBMKG501 Elements 1-3
BSBMKG603 Elements 1-3
 Week 12 (3rd May) Presenting the business opportunities #2 (Business Model) 
 Week 13 (10thMay) Draft due for client to assess (Extended executive summary and business model) 
 Week 14 (17thMay) 1. WIL project assign. due
2. Final ‘extended executive summary’ on CD due
PLUS a hard copy of ‘extended executive summary’.
3. Reflective journal due
4. Students to prepare for client presentation
NB: All the above are due on 19th May (Wed.) by 5.00pm
 Week 15 (24thMay) Client presentation  BSBMKG501 Elements 1-3
BSBMKG603 Elements 1-3
 Week 16 (31stMay) Oral interview/test  BSBMKG501 Elements 1-3
BSBMKG603 Elements 1-3
 Week 17    (7th Jun) Resubmissions (where applicable) 
 Week 18 (14thJun) Results/Feedback 

Learning Resources

Prescribed Texts



• Reed, P. (2006): Strategic Marketing Planning, 2nd ed., Thomson
• Walker, Mullins, Boyd, Larreche (2006); Marketing Strategy, 5th ed., McGraw-Hill
• Healy, G. (2004); Strategic Marketing Analysis, 1st ed., Thomson

Other Resources

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

 Assessment 1
(1) This assessment will require students to work in designated groups of no less than 3 on a live project (i.e. working on a direct marketing problem that an organization is currently facing that requires research and the implementation of a solution). Students will present their findings to the client in a professionally written report. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.
(2) This assessment will require students to reflect and record their weekly activities and learning experiences in a journal
(3) Students are to prepare and present an extended executive summary and any other required materials (TBA) into a CD and hand it in. Require both a soft and hard copy.
Assessment 2
Students will be required to take part in an oral presentation to the client. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.
Assessments 3
The third assessment will require students to present themselves in an interview with their class teacher on learned concepts/principles taught during the semester or undertake a written class test (TBA)

NB: To be co-assessed with BSBMKG501B Identify and evaluate marketing opportunities

Assessment Matrix

Other Information

“In adherence with RMIT’s commitment to sustainability, course teachers will seek to incorporate environmental concerns in the facilitation of this course. These include, but are not limited to:
• Conserving natural resources
• Using recycled materials wherever possible
• Minimizing pollution
• Applying energy savings measures
• Reducing waste
Students are encouraged to identify and follow environmental and resource efficient ways of working whilst studying this course.”

Course Overview: Access Course Overview