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 |
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 |
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 |
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 number | week beginning | topic | assessment |
| 0 | 25 June | Course 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 Introductory Activities Engagement activity: Student case study topic development for submisssion weeks 1 and 2 |
1,2 and 3 |
| 1 | 2 July | Using business strategy to drive marketing strategy understanding the inter-relationships
Overview of the Marketing Planning Process |
1,2 and 3 |
| 2 | 9 July | Client 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 |
| 3 | 16 July | Current situational analysis:
Evaluation of existing marketing activities |
1,2 and 3 |
| 4 | 23 July | Technical forces:
Impact of technology |
1,2 and 3 |
| 5 | 30 July non teaching week | ||
| 6 | 6 Aug | Developing and evaluating marketing objectives: Customer segmentation Customer targeting Market positioning Competitor differentiation Branding Competitive advantage – USP’s SMART framework |
1,2 and 3 |
| 7 | 13 Aug | Development of marketing tactics part 1: Product /service Pricing strategies and structure Distribution People Processes Physical evidence |
1,2 and 3 |
| 8 | 20 Aug | Development 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 |
|
||
| 9 | 3 Sep | Marketing Communications Key messages Advertising Direct marketing Personal selling Sales promotion E-marketing |
1 and 3 |
| 10 | 10 Sep | Control 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 |
| 11 | 17 Sep | Review and measurement: Measurement criteria and scheduling Balanced scorecard structure & methodology Milestones Targets Supporting technology and software. |
1 and 3 |
| 12 | 24 Sep | Group focus development of marketing plans review and teacher/group consultation | 1 and 3 |
| 13 | 1 Oct | Finalise group marketing plans |
1 and 3 task 3 due |
| 14 | 8 Oct | Preparation of client presentations within individual /group contexts | 3 |
| 15 | 15 Oct | Client presentations | 3 |
| 16 | 22 Oct | Group Interviews and feedback, | 3 |
| 17 | 29 October | Resist 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