Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term2 2013

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

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

9925 5155

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


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


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


2. Plan marketing tactics

Performance Criteria:

2.1.Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible
2.2.Identify coordination and monitoring mechanisms for scheduled activities
2.3.Ensure tactics are achievable within organisation's projected capabilities and budget
2.4.Ensure tactics meet legal and ethical requirements
2.5.Ensure tactics provide for ongoing review of performance against objectives and budgets, and allow marketing targets to be adjusted if necessary


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 implementation within the required timeframe

Learning Outcomes

Details of Learning Activities

A blend of face to face and on-line delivery, case studies and client centred projects provide a range of teaching and learning experiences.

Teaching Schedule

This schedule is subject to change


Week NumberDate


18th JulyCourse 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

215th JulyUsing business strategy to drive marketing strategy understanding the inter-relationships

Overview of the Marketing Planning Process

322nd JulyClient briefing.
Understanding the political, technical and strategic environment of the business and marketing challenge for the WIL client. Group study and research session
429th JulyCurrent situational analysis:

Evaluation of existing marketing activities
Market condition evaluation
Customer analysis
Competitor analysis
Marketing Technology and systems employed
55th AugustTechnical forces:

Impact of technology
Adoption and use of technology

612th AugustDeveloping and evaluating marketing objectives:
Customer segmentation
Customer targeting
Market positioning
Competitor differentiation
Competitive advantage – USP’s
SMART framework
719th AugustDevelopment of marketing tactics part 1:
Product /service
Pricing strategies and structure
Physical evidence
826th AugustDevelopment of marketing tactics part 2:
Product /service
Pricing strategies and structure
Physical evidence


 Monday 2nd September until Friday 6th September
Mid-semester break
99th SeptemberMarketing Communications
Key messages
Direct marketing
Personal selling
Sales promotion


1016th SeptemberControl and management:
Resources and structure
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


1123rd SeptemberReview and measurement:
Measurement criteria and scheduling
Balanced scorecard structure & methodology
Supporting technology and software.


1230th SeptemberGroup focus development of marketing plans review and teacher/group consultation
137th OctoberFinalise group marketing plans
1414th octoberPreparation of client presentations within individual /group contexts
1521st octoberresits of major assignments if required
1628th octoberClient presentations

Learning Resources

Prescribed Texts


Other Resources

These will be provided throughout the semester

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

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 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 1 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 9)

Working in groups of 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 14)

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 16.

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

You should:

• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Marking Guides and assessment details will be discussed during the first week of classes.

Other Information

This course is clustered with MKTG5842C Develop Organisational marketing Objectives

Course Overview: Access Course Overview