Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term2 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

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
18 JulyIntroductions.
Class protocols
Course Outline
Course structure and delivery schedule.
Where these skills fit, why they are important.
Introduce the Case Study – The Eagle Ridge Clothing Company.
215 JulyManaging Marketing Performance
What does that mean?
Where do marketing goals come from?
Corporate goals/Marketing goals/Marketing Plans and Strategies.
Discuss the ER goals.
Introduce the ER project.
Discuss the marketing Plan. 
322 JulyIntegration.
How sections of the Plan connect – physically and creatively
The importance of synergy.
Introduce Planning Tools.
Process management concepts.
429 JulyPlanning Workshop.
Cost estimates, budgeting. 
55 AugAssessment Workshop
 
612 AugMonitoring marketing
What to measure.
How to measure it.
Industry Speaker.
719 AugMonitoring marketing
What to measure.
How to measure it.
826 AugEvaluating and improving performance.
  Mid Semester Break
99 SepMarketing people and Functions
Roles and responsibilities. KPI’s
1016 SepExternal suppliers roles. KPI’s
1123 SepCommunications – department, company external
Workshop Assessment Two
1230 SepWorkshop Assessment Two
137 OctWorkshop Assessment Three
1414 OctWorkshop Assessment Three
1521 OctAssessment feedback and resubmissions 
1628 OctAssessment feedback and resubmissions


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

Detailed Assessment and Marking Guides will be provided in class:

Assessment Task One.
Working with a case study that will be provided in Week One, produce a planning and costing schedule for a major marketing project. To be completed in pairs, and may be marked separately. Value: 35 /100

Assessment Task Two.
Working in pairs develop a staffing proposal for a new marketing department, including roles, responsibilities and projected costs. May be marked individually.Value 35/100

Assessment Three.
Discuss three critical topics from a list of six, in written answers of about 600 words. Completed individually. Value 30/100

Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but all assessments must also be submitted electronically with an RMIT Cover Sheet.

Format:
Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required time and date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.

If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.


Assessment Matrix

Criteria for Competency
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in all of the elements of competency you are studying – which means you will need to pass every assignment as each one addresses a different element.

The Marking Guide is designed to show you what knowledge and skills you need to demonstrate in each assessment.
The Level of Performance Grading Sheet will tell you how well you are performing (tracking at a P, C, D or HD level).

Detailed Marking Guides will be distributed in class, and be available on blackboard well before Assessments are due. These will explain the critical content for each assessment and how it will be marked.
A detailed Feedback sheet showing the marking will be discussed with students after each Assessment.
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills. Performance will be graded on the Level of Performance Grading Sheet (at end)

You will receive one of the following grades:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded

Course Overview: Access Course Overview