Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5841C

Course Title: Develop a marketing plan

School: 650T Vocational Business Education

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

Teacher - Joe Rosagrata

(03) 9925 5476

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 range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

Week Date Topic Assessment
1 9 Feb 1) 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
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course
2 16 Feb Using business strategy to drive marketing strategy understanding the inter-relationships

Overview of the Marketing Planning Process

3  23 Feb Client briefing.  
4 2 Mar Current situational analysis:  
5 9 Mar Technical forces  
6 16 Mar Developing and evaluating marketing objectives:  
7 23 Mar Development of marketing tactics part 1  
8a 30 Mar

Development of marketing tactics part 2:

Self-Directed Learning – Work on Assess 1 (Finalise)
(Elements 1-3 BSBMKG609A Develop a marketing plan)

Task 1 due 
  2 - 8 April Mid semester break  
8b 9 - 10 April

Development of marketing tactics part 2:

Self-Directed Learning – Work on Assess 1 (Finalise)
(Elements 1-3 BSBMKG609A Develop a marketing plan)

9 13 April Marketing Communications  
10  20 April  Control and management:  
11 27 April Review and measurement:  
12 4 May Group focus development of marketing plans review and teacher/group consultation  Task 2 due
13 11 may Finalise group marketing plans  
14 18 may Preparation of client presentations within individual /group contexts Task 3 due
15 25 May Client presentations (TBC)  
16 1 June resits of major assignments if required (Client presentation cont’ tbc)  

Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy 

This course is co-delivered and co-assessed with MKTG5840C (BSBMKG603B) Manage the Marketing Process and MKTG5842C (BSBMKG608A) Develop organisational Marketing Objectives

Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to students 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

This course is co-delivered and co-assessed with MKTG5840C (BSBMKG603B) Manage the Marketing Process and MKTG5842C (BSBMKG608A) Develop organisational Marketing Objectives

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

Students (may - tbc) have the opportunity to complete assessment tasks 2 and 3 in conjunction with tasks required for BUSM6247C Develop a Business Plan.

Assessment Task 1 – Marketing Plan Draft
Date handed out: Week 3
Date and time due:Week 8a
Group or Individual: Group (3/4)

Purpose: This task is designed to develop students research, analytical and group faciliitation skills in the context of the marketing planning environment. 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.

Requirements: 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 an aspect of the marketing planning process. Performance in this task will also be assessable. Topics will be developed during the first week of class.

Assessment Task 2 – Marketing Plan Final Report
Date handed out: Week 1
Date and time due: Week 12
Group or Individual: Working in groups of no more than 4 students

Purpose: This assessment is designed to develop studnets research, analytical, technical and communications skills in the development of a comprehensive marketing plan for a selected client organisation.

Requirements: 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 the semester.

Assessment Task 3 – Marketing Plan Presentation

Date handed out: Week 3
Date and time due: Week 14/15
Group or Individual: Working in groups of no more than 4 students (assessed individually)

Purpose: This assessment is designed to develop studnets research, analytical, technical and communications skills in the development of a comprehensive marketing plan for a selected client organisation.

Requirements: Building on the work completed in assessment 2, students are to develop their marketing plan to a standard ready for professional presentation.

Assessment Matrix

Marking Guide (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 must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are

You will receive feedback on each assessment task that will inform you about your progress and how well you are

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading):
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.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Submission Requirements

You should:
Ensure that you submit assessments on or before the due date.
 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 each assessment task
is available on blackboard.

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.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may
apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for
special consideration must be submitted no later than two working days after the assessment task deadline or
scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your
teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the
resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining
the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program
Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the
circumstances under which the assessment arrangements might be granted please access the following website:;ID=7usdbki1fjf31

Course Overview: Access Course Overview