Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term1 2013

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 Email:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Course Contact Elaine Holstein
Course Contact Phone +61 3 9925 5155
Course Contact Email elaine.holstein@rmit.edu.au

Contact time: Tues 3:30 pm – 5:30 pm
Level 5 room 30

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

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

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


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

case studies, research activities, inclass dicussions and debate, relevant projects and assessment activities


Teaching Schedule

WeekDateTopic
111th febCourse overview
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
Understanding the business
Introductory activity

“Defining and describing a business”

 

218th feb1. The strategic planning process
• 2. Understanding the business plan (brief overview)
• Understanding the marketing plan

 

325th febBlending business and marketing
• Understand the business – current and future (SW)
• Understand the companies external and Internal influences (OT)

 

44th marBlending business and marketing
• Understand the companies customers – current and future
• What is marketing value and how do we create it?

 

511th marBlending business and marketing
• Understand the companies critical success factors specifically those relevant to establishing and managing marketing processes.
 
618th mar• Understanding organisational structure and its importance to the efficiency of the marketing process
• How do we describe and define the current organisation structure
 
725th mar• Organisational Change
1. Sources of Change
2. Success and failure
3. Organisational Development
4. Resistance to change
5. Team Building
6. The importance of strong organisational communication

 

 Mid semester break 28th Mar – 3 Apr 
88th aprIntroducing a new key role
• Preparing appropriate marketing job descriptions
1. Why
2. How
 
915th apr• Understanding marketing performance measurements introduction to the marketing audit
• Marketing Audit in context –
• What is a marketing audit and why conduct one
• The marketing audit as part of the Marketing planning process
• Timing of a marketing audit
• Audit format
• Introductory activity
 
1022nd aprIdentification of auditing tools of analysis

The marketing audit – stages involved

 

1129th aprFormulation of audit recommendations
Writing an audit report
• Students will explore and discuss appropriate recommendations after the audit has been completed
• Examination and preparation of reporting formats for a marketing audit
• Problems and pitfalls of the marketing audit
 
126th mayAudit process
The macro environment
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
The marketing task environment
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
 
1313th mayThe marketing strategy audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
The marketing organisation audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
 
1420th mayMarketing systems audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
Marketing productivity audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
 
1527th mayMarketing function audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
 
163rd june3rd June Group Interviews and feedback


Learning Resources

Prescribed Texts


References


Other Resources

To be discussed during weekly classes


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

Part 2 Assessment Outline


Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

TASK 1 – Group participation and e-reflection - Individual assessment

Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. For weeks 2, 3, 6, 12 and 16 students will be required to prepare a short reflective comment and discussion board entry that summarises the essence of their learning for each week and includes the link to 1 interesting reference (not including in teachers resources and not included by another student I your class) to share with the rest of the class.

Submission Requirements: Students are required to participate in class activities and post discussion board contributions as per the specific criteria to be outlined in class, during the identified weeks. The parameters of the discussion content will be discussed in the first week of class.

To be deemed competent in this task students must complete participate in class activities and satisfactorily participate in the weekly discussion board discussions.

Submission Requirements: Through the discussion board and wiki facilities on Blackboard.

Task 2 - Marketing Report and Structure: (Due week 9 COB Wednesday week 8)

Students are required to work in designated groups 3-5 (maximum). Students are to assume the role of management consultant. They have been engaged by a medium sized organisation to help prepare for future marketing directions and challenges. They will review the business plans and objectives for the organisation and explore the implications of introducing a marketing function and what this means for the organisations structure, functions and resources. The report will focus on the planning process and will need to include emphasis on the resources and structure of an effective marketing function. A detailed marking guide and case study organisation will be provided to students in the first weeks of the course.

To be deemed competent in this task, students must prepare a comprehensive plan that includes:

• Structured report presentation
• Introduction
• An analysis and presentation of the business and its external challenges
• A clear understanding of the strengths and weaknesses of the business
• Clear definition and description of the market segments and their derived value from the organisation
• Brief description of the current structure with a comparison to one other similar organsiation in the same industry/industries. This section also needs to identify crucial internal function relationships as well as identificaton of significant external stakeholders
• Critical success factors
• Determine and recommend the correct marketing functions and staffing levels that match the growth objectives but consider the resource limitations
• Summary and recommendations

Submission Requirements: Students are required to provide a written document by the due date. Assignments are to uploaded on to Blackboard. Emailed assignments will not be marked.


Task 3. Marketing Audit: (Due COB Wednesday week 15)

Students are required to work in designated groups 3-5 (maximum) on the production of a marketing audit report. Students will explore the audit structure and process which will be used in this assessment task. Specific procedures and templates required to compete this task will be presented throughout the course.

To be deemed competent in this task students must prepare a comprehensive Marketing Audit that includes:

• Structured report presentation
• Introduction
• Description of the methodology
• A range of audit questions and analysis for each of the identified areas (macro, task etc.) note that this section needs to include reference to any relevant legislation that needs to be considered by the organisation that you are auditing.
• Summary and recommendations

Submission Requirements: Students are required to provide a written document by the due date. Assignments are to be uploaded onto blackboard. Note that emailed assignments will not be marked.


Assessment Matrix

Critical aspects of assessment


Evidence of the following is essential:
• monitoring marketing performance across an organisation by comparing performance against key performance indicators in the marketing plan
• effectively communicating marketing objectives to relevant personnel in accordance with organisation requirements
• providing feedback, mentoring and coaching to staff, as appropriate
taking action to capitalise on or minimise over- or under-performance against marketing objectives

Required knowledge Assessment
• key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:
• anti-discrimination legislation and principles of equal opportunity, equity, and diversity
• Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
• Australian E-commerce Best Practice Model
• Australian Government Policy Framework for Consumer Protection in Electronic Commerce
• confidentiality requirements
• copyright laws
• defamation laws
• Free TV Australia Commercial Television Industry Code of Practice
• privacy laws
• sweepstakes regulations
• Trade Practices Act ASSESSMENT TASKS 1, 2 AND 3
• economic, social and industry directions, trends and practices
• organisational structures, roles, responsibilities and policies
• industry product and service knowledge
• principles of marketing, strategic analysis and strategic management statistical and data evaluation techniques to measure marketing performance ASSESSMENT TASKS 1, 2 AND 3

Required skills Assessment
• communication skills to consult with marketing managers, supervisors, and workgroup members
ASSESSMENT TASKS 1, 2 AND 3
• innovation and creativity skills to revise strategies so that marketing objectives are met and exceeded
ASSESSMENT TASKS 1, 2 AND 3
• leadership and teamwork skills to effectively lead and manage marketing team members in an organisation
ASSESSMENT TASKS 1, 2 AND 3
• literacy skills to identify strategic information and to write in a range of styles for different audiences
ASSESSMENT TASKS 1, 2 AND 3
• numeracy skills to analyse data. ASSESSMENT TASKS 1, 2 AND 3

ELEMENT PERFORMANCE CRITERIA
1. Manage marketing performance
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 Assessments1,2 and 3
2. Manage marketing personnel
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 Assessments 1,2 and 3
3. Evaluate and improve strategic marketing performance
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 Assessments 1,2 and 3

Course Overview: Access Course Overview