Course Title: Develop organisational marketing objectives

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7914C

Course Title: Develop organisational marketing objectives

School: 650T Vocational Business Education

Campus: City Campus

Program: C6145 - Advanced Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Joe Rosagrata

joe.rosagrata@rmit.edu.au

Ph: 99255476

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

Course Description

This unit describes the 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.

It 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 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 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:

BSBMKG608 Develop organisational marketing objectives

Element:

2. Review marketing performance

Performance Criteria:

 

 

2.1 Evaluate 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
 

Element:

3. Scope marketing opportunities

Performance Criteria:

 

 

3.1 Identify and analyse marketing opportunities for viability and likely contribution to the business

3.2 Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity

3.3 Analyse opportunities for likely fit with organisational goals and capabilities

3.4 Evaluate each opportunity to determine its likely impact on current business and customer base

Element:

4. Formulate marketing objectives

Performance Criteria:

 

 

4.1 Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify nature and extent of what is to be achieved

4.2 Ensure objectives are consistent with forecast needs of the business and 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 marketing objectives are met in accordance with overall organisational requirements

4.7 Document marketing objectives
 

Element:

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 identifying factors impacting the direction and performance of the business

1.4 Identify legal and ethical requirements for the organisation

1.5 Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities
 


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the 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 range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students.

 
<See below for weekly schedule and topics) >
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


Teaching Schedule

<thead> <th scope="col">Week</th> <th scope="col">Date</th> <th scope="col">Topic</th> </thead>
18 Feb• 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
 
215 FebCurrent situational analysis
Evaluation of existing marketing activities
Market condition evaluation
Customer analysis
Competitor analysis
Marketing Technology and systems employed
 
322 FebWIL Client – Presentation – 1 Hr + questions
Technical forces
Impact of technology
Adoption and use of technology
 
429 FebDeveloping and evaluating marketing objectives:
Customer segmentation
Customer targeting
Market positioning
Competitor differentiation
Branding
Competitive advantage – USP’s
SMART framework
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
57 MarDevelopment of marketing tactics part 1:
Product /service
Pricing strategies and structure
Distribution
People
Processes
Physical evidence
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
614 MarDevelopment of marketing tactics part 2:
Product /service
Pricing strategies and structure
Distribution
People
Processes
Physical evidence
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
721 MarMarketing Communications
Key messages
Advertising
Direct marketing
Personal selling
Sales promotion
E-marketing
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
 Mar 25 – Apr 1Semester break
84 AprControl and management:
Resources and structure
Responsibilities
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
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
911 AprControl and management:
Resources and structure
Responsibilities
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
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
1018 AprReview and measurement:
Measurement criteria and scheduling
Balanced scorecard structure & methodology
Milestones
Targets
Supporting technology and software.
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
1125 AprilMarketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
122 MayMarketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
139 MayMarketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
1416 MayAssignment – Workshop (market trends/peste search 2)
Group Reporting (A Weekly - Minutes of meeting and contribution table to be included)
 
1523 MayRevision and Review (market trends/peste search – 3)

Presentations – (Class selections for final presentation)
 

1630 MayResubmissions and resits/revision
Presentation to Client (Final)
 


Learning Resources

Prescribed Texts


References


Other Resources

Based on WIL projects and class material (provided) also student directed learning and support         

Relevant learning resources will be placed on the online learning hub (Blackboard) progressively throughout the semester. You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.


Overview of Assessment

This course is co-delivered and co-assessed with MKTG7912C Manage the Marketing Process; and MKTG7915C Develop a Marketing Plan

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

Evidence of the ability to:

  • develop marketing objectives for an organisation including:
    - undertaking strategic analysis reviewing current marketing performance
    - formulating short and long-term marketing objectives
  • develop a marketing risk management strategy.

Knowledge Evidence

To complete the unit requirements effectively, you must:

  • summarise financial management techniques
  • identify and provide overview of key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • analyse organisational structure, policies, procedures, products or services and overall strategic plans of an organisation
  • discuss principles and concepts of marketing and evaluation methodologies
  • compare and contrast strategic, operational and tactical analysis techniques.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

The following units are codelivered and co-assessed: MKTG7915C– Develop a Marketing Plan – (BSBMKG609); MKTG 7914C– Develop Organisational Marketing Objectives; (BSBMKG608) MKTG7912C– Manage the Marketing Process – (BSBMKG603)


This course has <THREE> assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

Assessment Task 1 – Marketing Plan Draft
Date handed out: Week #2/3
Date and time due: Week #8

Group or Individual: This is a group assessment to be completed in groups of no more than 3 persons.

Purpose:
The purpose of the assessment is to allow students to write a draft version of the planned final marketing plan which is to be presented to a client. It should cover the key variables applicable to a marketing plan including strategic objectives and strategy and tactics as applicable to the brief provided by the client, which aims to resolve the marketing problem from the brief

The draft marketing plan should be in marketing plan report format and cover all variables applicable to a marketing plan (except appendix). Word length will vary although should not exceed 5000 -7000 Students must engage on a fortnightly basis through development and inclusion of meeting minutes, which must be discussed and developed both in-class and weekly in groups.

Assessment Task 2 – Marketing Plan
Date handed out: Week #2/3
Date and time due: Week #12
Group or Individual: This is a group assessment to be completed in groups of no more than 3 persons.

Purpose:
The purpose of the assessment is to allow students to write a final version of the planned final marketing plan which is to be presented to a client. It should cover the key variables applicable to a marketing plan including strategic objectives and strategy and tactics as applicable to the brief provided by the client, which aims to resolve the marketing problem from the brief.

The final marketing plan should be in marketing plan report format and cover all variables applicable to a marketing plan (except appendix). Word length will vary although should not exceed 5000 -7000 (including updated review from discussions during meeting times (as per class group activity)

Assessment Task 3 – Presentation (Client)
Date handed out: Week #9
Date and time due: Week #13 + week 15 to client (where applicable)
Group or Individual This is a group assessment to be completed in groups of no more than 3 persons. However, this will be individually assessed.


Purpose:
This assessment allows students to present a brief version of key details of the final marketing plan report to the client.

Requirements:
Students are required to individually (as a group) present their findings of the marketing plan report to the client which aims to showcase student skills to present to a real-world WILL project client.

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent.
Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration.
Ensure that you submit assessments on or before the due date.
Retain a copy of your assessment tasks.
Each page of your assessment you should include footer with your name(s), student number(s), 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.

Resubmissions:
If you are found to be Not Yet Competent 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.
Final Date for All Assessments.
Unless the Late Submission Procedures (see below) are applied, no assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.

 


Assessment Matrix

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
Final Grades table:

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

Other Information

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview