Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5841C

Course Title: Develop a marketing plan

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

Elaine Holstein

99255155

Student consulting times: Mondays 9:30 - 11:30

Building 108 level 10

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

Course Description

This unit applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives.

Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG609A Develop a marketing plan

Element:

1. Devise marketing strategies

Performance Criteria:

1.1.Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2.Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources
1.3.Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4.Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5.Ensure strategies align with organisation's strategic direction
1.6.Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives

Element:

2. Plan marketing tactics

Performance Criteria:

1.1.Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2.Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources
1.3.Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4.Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5.Ensure strategies align with organisation's strategic direction
1.6.Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives

Element:

3. Prepare and present a marketing plan

Performance Criteria:

3.1.Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
3.2.Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
3.3.Present marketing plan for approval in the required format and timeframe
3.4.Adjust marketing plan in response to feedback from key stakeholders and disseminate for


Learning Outcomes



Details of Learning Activities

A combination of case studies and WIL client challenge will form the basis of all learning activities


Teaching Schedule

Week numberweek beginningtopicassessment
025 JuneCourse Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities

Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
Overview of the specific technology required for this course:
o Blackboard

Introductory Activities
Team work/communications ice-breaker

Engagement activity: Student case study topic development for submisssion weeks 1 and 2
 

1,2 and 3
12 JulyUsing business strategy to drive marketing strategy understanding the inter-relationships

Overview of the Marketing Planning Process
 

1,2 and 3
29 JulyClient briefing.
Understanding the political, technical and strategic environment of the business and marketing challenge for the WIL client. Group study and research session.
 
1,2 and 3
316 JulyCurrent situational analysis:

Evaluation of existing marketing activities
Market condition evaluation
Customer analysis
Competitor analysis
Marketing Technology and systems employed
 

1,2 and 3
423 JulyTechnical forces:

Impact of technology
Adoption and use of technology
 

1,2 and 3
 530 July non teaching week  
66 AugDeveloping and evaluating marketing objectives:
Customer segmentation
Customer targeting
Market positioning
Competitor differentiation
Branding
Competitive advantage – USP’s
SMART framework
 
1,2 and 3
713 AugDevelopment of marketing tactics part 1:
Product /service
Pricing strategies and structure
Distribution
People
Processes
Physical evidence
 
1,2 and 3
820 AugDevelopment of marketing tactics part 2:
Product /service
Pricing strategies and structure
Distribution
People
Processes
Physical evidence
 

1,2 and 3

Task 2 due

 27 Aug Mid semester break
 
 
93 SepMarketing Communications
Key messages
Advertising
Direct marketing
Personal selling
Sales promotion
E-marketing
1 and 3
1010 SepControl and management:
Resources and structure
Responsibilities
Budgets – developing comprehensive forecasts
Project Plan of activities and scheduling
Comprehensive stakeholder management plan and actions
Identifying risks and developing a risk management strategy as part of plans
 
1 and 3
1117 SepReview and measurement:
Measurement criteria and scheduling
Balanced scorecard structure & methodology
Milestones
Targets
Supporting technology and software.
 
1 and 3
1224 SepGroup focus development of marketing plans review and teacher/group consultation1 and 3
131 OctFinalise group marketing plans

1 and 3

task 3 due

148 OctPreparation of client presentations within individual /group contexts 3
1515 OctClient presentations 3
1622 OctGroup Interviews and feedback, 3
1729 OctoberResist if required 


Learning Resources

Prescribed Texts


References


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 of written marketing plans outlining marketing strategies and tactics to be used in achieving organisational marketing objectives
  • demonstration of techniques used to develop marketing strategies in conjunction with relevant persons
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentation of marketing plan to relevant persons
  • oral or written questioning
  • review of testimony from team members, colleagues, supervisors or managers.

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 (for students)

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 leadership.

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. They will be observed by the teacher for quality research/analysis and contribution to the discussions. In addition each week one group is expected to devise and lead a whole of group discussion on 1 aspect of the marketing planning process. Performance in this task will also be assessable. Topics will be developed during the first week of class.

Submission Requirements: Students are required to fully participate in class activities this will be assessed through teacher observation. 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 devise and lead a group discussion.

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

Task 2 – Marketing Plan draft : (Due week 8)

Working in groups on NO MORE THAN 4

Note that that assessment tasks 2 and 3 will be completed in conjunction with tasks required for BUSM6247C Develop a Business Plan.

Students are to assume the role of management consultant to the chosen WIL client for this semester. They have been engaged by this organisation to identify business and marketing opportunities and prepare comprehensive marketing plans and tactics to address the problem identified in the client brief which will be distributed in the first week of semester 2 .

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

• Clear identification of the Marketing Challenge as identified and described in the business plan prepared in BUSM6247C Develop a Business Plan.
1. Current situational analysis

2. Evaluation of marketing objectives

3. Development of marketing tactics


Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.

Task 3. Marketing Plan Final Report (Due week 13)

1. Current situational analysis

2. Evaluation of marketing objectives

3. Development of marketing tactics

4. Marketing Communications – including budget estimate

5. Control and management – including project and stakeholder management plans

6. Review and measurement

Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.

This assessment task also incorporates an engaging client presentation of the key findings and recommendations. Details will be discussed during the semester

Note that once the assessment has been handed in client presentations will be held in week 15 or 16.

It also includes formal deliverables to the client, the details of which will be discussed during the semester.


Assessment Matrix

Required Knowledge Assessment
• organisational structure, products and services, overall strategic and marketing objectives • Tasks 1, 2 and 3
• 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 Tasks 1, 2 and 3
• industry products and services knowledge. Tasks 1, 2 and 3
Required Skills Assessment
• culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities
• Tasks 1, 2 and 3
• leadership skills to gain trust and confidence of colleagues and clients• Tasks 2 and 3
• literacy skills to identify company and product or service information, to interpret strategic reports, to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures
Tasks 1, 2 and 3
• numeracy skills to analyse, create and manage budgets for marketing activities numeracy skills to analyse, create and manage budgets for marketing activities
• organisational and time management skills to sequence tasks and meet time lines Tasks 1, 2 and 3
• presentation and facilitation skills to present a marketing plan. Task 3

Element/performance criteria

1. Devise marketing strategies
1.1. Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2. Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources
1.3. Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4. Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5. Ensure strategies align with organisation’s strategic direction
1.6. Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives Tasks 1, 2 and 3

2. Plan marketing tactics
1.1. Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2. Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources
1.3. Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4. Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5. Ensure strategies align with organisation’s strategic direction
1.6. Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives Tasks 1, 2 and 3

3. Prepare and present a marketing plan
3.1. Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
3.2. Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
3.3. Present marketing plan for approval in the required format and timeframe
3.4. Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe Tasks 1, 2 and 3
 

Course Overview: Access Course Overview