Course Title: Develop organisational marketing objectives

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG5842C

Course Title: Develop organisational marketing objectives

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: 60

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 providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on the internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising strategies to achieve overall business objectives.

Individuals operating at this level will generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG608A Develop organisational marketing objectives


2. Review marketing performance

Performance Criteria:

2.1.Evaluate the effectiveness of previous marketing and positioning strategies to identify lessons learned
2.2.Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats
2.3.Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability
2.4.Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement


1. Identify strategic direction

Performance Criteria:

1.1.Confirm organisation's mission, vision, purpose and values from current organisational materials or from owners, directors or senior management
1.2.Analyse strategic organisational documents to identify organisational directions and targets
1.3.Complete a situational analysis that identifies factors impacting on the direction and performance of the business
1.4.Identify legal and ethical requirements for the organisation
1.5.Document and confirm the strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities


3. Scope marketing opportunities

Performance Criteria:

3.1.Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business
3.2.Use an assessment of external factors, costs, benefits, risks and opportunities to determine the scope of each marketing opportunity
3.3.Analyse opportunities in terms of their likely fit with organisational goals and capabilities
3.4.Evaluate each opportunity to determine its likely impact on current business and customer base


4. Formulate marketing objectives

Performance Criteria:

4.1.Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify the nature and extent of what is to be achieved
4.2.Ensure objectives are consistent with the forecast
needs of the business and the market
4.3.Ensure objectives are compatible with the organisation's projected capabilities, resources and financial position
4.4.Ensure objectives are compatible with the organisation's direction and purpose, and meet legal and ethical requirements
4.5.Formulate long term strategic objectives and related key performance indicators by product or service, market segment and overall
4.6.Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organisational requirements
4.7.Document marketing objectives

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation’s internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities.

Details of Learning Activities

A blend of face to face and online delivery, case studies and cleint focussed projects provide a range of teaching and learning experiences.

Teaching Schedule

This schedule maybe subject to change

Week              Date                                                Topic
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 for major assignments if required
1628th OctoberClient presentations

Learning Resources

Prescribed Texts


Other Resources

These will be provided throughour 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 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

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 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 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 will be presented and discussed during the first weeks of classes.

Other Information

Note this subject is clustered with MKTG5841C Develop A Marketing Plan

Course Overview: Access Course Overview