Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5806C

Course Title: Manage the marketing process

School: 345T Media and Communication

Campus: City Campus

Program: C6104 - Advanced Diploma of Sound Production

Course Contact : Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: John Favaro

Teacher: Michael Pollard


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 course offers an opportunity to research, develop and implement marketing plans for live music events that students will host in a known venue. The events will showcase students learned sound engineering and event management skills.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG603B Manage the marketing process


Element 1 Plan marketing and promotional activities

Performance Criteria:

1.1 Identify the institution’s promotional needs
1.2 Research, plan and schedule promotional activities in accordance with the enterprise’s marketing plan or project requirements
1.3 Develop action plans for promotional activities based on research and taking into account such factors as:
o Time constraints
o Budget allocation
o Target audience
o Seasonal variations
o Resources including human resources


Element 2 Implement marketing and promotional activities

Performance Criteria:

2.1 Allocate responsibilities and functions to the relevant personnel
2.2 Design and develop resource materials which may include
o Press releases
o Posters
o Kits
o PR materials
o Invitations
2.3 Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the project or organisation
2.4 Liaise with relevant people which may include:
o Community leaders
o Media
o Colleagues
o Artists
o Teachers


Element 3 Review and report on promotional activities

Performance Criteria:

3.1 Prepare reports in accordance with the institution’s marketing policy and required timeframes
3.2 Present market intelligence in a manner which provides clear and concise information to those responsible for sales and marketing planning
3.3 make informal reports to relevant colleagues to maximise opportunity to meet team targets
3.4 Review all activities in accordance with agreed evaluation methods, and incorporate the results into future planning
3.5 Agree evaluation processes through consultation and negotiation

Learning Outcomes

On successful completion of this unit, you will be able to plan, implement and report on a marketing plan within a given budget. In addition you will acquire event management skills with your involvement in the events that you have marketed. You will gain music industry experience from these events as well as from your work experience.


Details of Learning Activities

You will be expected to take part in class activities and discussions as well as the organised events that will take place out of scheduled class time. You will also be expected to undergo 30 hours of work experience.

Learning activities will consist of:
o In class activities
o Out of class activities
o Events/group activities
o Group and individual presentations
o Workshopping
o Research
o Guest speakers
o Report writing
o Work experience
o Work within teams
o Work with teams from other departments
o Liaise with music industry and media professionals
o Analysis of students reports


Teaching Schedule

WeekClass Content Elements
1o Introduction to course
o Overview of assessment
2Find a placement for work experience
o How to promote and market yourself as a worker
o Networking
o CV writing
o Industry contacts
  1.1 1.3
3Plan activity to be marketed
o Plan event theme
o Venue
o Final product to be developed from the event eg documentary, DVD, film clip, sound recording etc
o Performers
  1.1 1.3 2.2
4Market the event to bands, booking agents and venue
o Venue costings, roles and responsibilities
o Promoters roles and responsibilities
o Artists payments, roles and responsibilities
5Research marketing and promotional activities factoring in:
o Target audience
o Budget constraints
o Seasonal variations
o Time constraints
o Resources including human resources
  2.1 1.2
6Develop marketing strategies, reports and action plans including:
o Press releases
o Radio carts
o Promotional artwork
o Web and social networks
o Public relations materials
o Invitations
 1.2 2.1
71. Allocate student roles to implement marketing plan
2. Students allocated roles and responsibilities for event including:
o Venue liaison
o Band liaison
o Sound engineers for outside broadcast van, front of house and monitors
o Merchandise sellers
o Door person
 1.3 2.2
8Review and report on promotional activities
o In class
o Report to venue
o Report to booking agents
o Report to artists
 2.1 2.3 2.4
9Prepare schedules, roles and responsibilities for the event to:
o The artists, including sound checks and playing times
o The venue including load in times
o Timeline of event including AV and sound departments access to stage
 3.1 3.2
10Review and evaluate the implemented marketing plan 2.3 2.4
11Excursion to the venue 3.3 3.4 3.5
12Plan for post production, allocate student roles 2.4
13Marketed Event 2.1
14Review of event 2.3
15Review of the marketing plan post event 3.3 3.4 3.5
16Present and review marketing strategies from organisations from students work experience 3.4
17Assessment & Review  

Learning Resources

Prescribed Texts


You are advised to look at the course Blackboard site for ongoing updated information.

Other Resources

Overview of Assessment

Assessment of this course will involve a written marketing plan within a given budget and a marketing report on your work experience host organisation.


Assessment Tasks

Assessment tasks in this unit are either ungraded or graded. Ungraded tasks provide the basis for ongoing feedback and can be considered as essential building blocks for more substantial (graded) assessment tasks.
To demonstrate competency in this course, you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.

Research promotional activities
Report to class research findings
Implement marketing strategy
Participate in music event

Complete 30 hours work experience

In class presentation of report on 30 hours work experience

Written report of event including marketing strategy and event budget
Due date: Week 17

For further information on the grading system and criteria used, please refer to the course blackboard site.

Grades used in this unit are as follows:
Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYC Not Yet Competent
DNS Did Not Submit for Assessment

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Cover Sheet for Submissions
All students must complete a submission cover sheet for each piece of submitted work.

Plagiarism - RMIT has a strict policy on plagiarism. For more information on this policy go to Academic Integrity

All students have access to the myRMIT copyright shell. The myRMIT copyright shell contains information on copyright, plus also examples on how to use copyright works as part of your projects and assignments.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Please refer to the following URL for extensions and special consideration:

Student Progress Committee
This committee promotes the early identification of students who are not achieving acceptable academic performance. The committee provides identified students with assistance and seeks to ensure such students are aware of the range of support services available to them at the University. Student Progress Committee (SPC)

Student Feedback
Students are offered opportunities to provide feedback through a variety of mechanisms including online surveys conducted at the end of each course or semester, student complaints and Student Staff Consultative Committees


Course Overview: Access Course Overview