Course Title: Manage the marketing process

Part B: Course Detail

Teaching Period: Term1 2015

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

John Favaro (Primary Lecturer)

9925 4815

Matt Wilson (Events technical prodution supervisor)

Elena Popa (support co-ordinator)

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


3. Evaluate and improve strategic marketing performance

Performance Criteria:

3.1. Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required
3.2. Analyse successes and performance gaps in relation to cause and effect, and use this information to improve strategic performance
3.3. Analyse over-performance against targets for trends and set new targets
3.4. Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives
3.5. Document review of marketing performance against key performance indicators in accordance with organisational requirements


1. Manage marketing performance

Performance Criteria:

1.1. Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
1.2. Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives
1.3. Monitor product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organisational requirements
1.4. Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met


2. Manage marketing personnel

Performance Criteria:

2.1. Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel
2.2. Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
2.3. Develop communication strategy to ensure that personnel responsible for each element of the marketing mix work together to meet organisation's marketing objectives
2.4. Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and to use resources to the required standard
2.5. Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes

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 industry based practical placement.

Events will involve the marketing, promotion and technical production of a series of live performances at a commenrcial melbourne venue.

Students will be arranged in smaller groups to produce each event. The event will take place in the evenings during thesecond half of semester 1, with specific dates dependent on venue availability.

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


Teaching Schedule

Class ContentElements
Week 1

Introduction to course
Overview of assessment


Week 2Plan activity to be marketed
o Plan event theme
o Venue
o Performers

1.1 1.3, 2.2
Week 3Market 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
Element 1
Week 4Market the event to bands, booking agents and venue
- Venue costings, roles and responsibilities
- Promoters roles and responsibilities
- Artists payments, roles and responsibilities
Element 1
Week 5Research marketing and promotional activities factoring in:
- Target audience
- Budget constraints
- Seasonal variations
- Time constraints
-Resources including human resources
Element 1


Element 2

Week 6Develop marketing strategies, reports and action plans including:
- Press releases
- Radio carts
- Promotional artwork
- Web and social networks
- Public relations materials
- Invitations
Element 1


Element 2

Week 71. Allocate student roles to implement marketing plan
2. Students allocated roles and responsibilities for event including:

- Venue liaison
- Band liaison
- Sound engineers for outside broadcast van, front of house and monitors
- Merchandise sellers
- Door person
Element 1
Element 2
Week 8Review and report on promotional activities
- In class
- Report to venue
- Report to booking agents
- Report to artists
Element 2
2.1 2.3 2.4
Week 9Prepare schedules, roles and responsibilities for the event to:
-The artists, including sound checks and playing times
-The venue including load in times
-Timeline of event including AV and sound departments access to stage
Element 3
3.1 3.2
Week 10Review and evaluate the implemented marketing planElement 2
2.3 2.4
Week 11Excursion to the venueElement 3
3.3 3.4 3.5
Week 12Plan for post production, allocate student rolesElement 2
Week 13Marketed EventElement 2
Week 14Review of eventElement 2
Week 15Review of the marketing plan post eventElement 3
3.3 3.4 3.5
Week 16Present and review marketing strategies from organisations from students work experienceElement 3
Week 17Assessment & Review 

Learning Resources

Prescribed Texts


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

Other Resources

You will be advised on resources through the unit.

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

To demonstrate competency in this course you will need to complete the following assessment to a satisfactory standard.
You will receive feedback on all assessment and where indicated, you will receive a grade. Graded assessment tasks are equally weighted and will determine your final result for this course.

Research promotional activities
Report to class research findings
Implement marketing strategy

Complete a minimum of 30 hours of work experience, and on completion make an in class presentation of relevant work experience

Active participation in marketing & production of Music Event(s)

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

Cover Sheet for Submissions:
You must complete a submission cover sheet for every piece of submitted work, including online submissions. This signed sheet acknowledges that you are aware of the plagiarism implications

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

You will receive verbal and written feedback on your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT:;ID=9pp3ic9obks7

Student Progress:
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential.
Student progress policy:;ID=vj2g89cve4uj1

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. Special consideration, appeals and discipline :;ID=qkssnx1c5r0y

Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity :;ID=kw02ylsd8z3n

Course Overview: Access Course Overview