Course Title: Undertake marketing activities
Part B: Course Detail
Teaching Period: Term2 2012
Course Code: MKTG5351C
Course Title: Undertake marketing activities
School: 345T Media and Communication
Campus: City Campus
Program: C4197 - Certificate IV in Creative Industries
Course Contact : Program Administration - Adam Lovell
Course Contact Phone: 03 9925 4976
Course Contact Email:adam.lovell@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Teacher: Viv Weir
Phone: 03 9925 8012
Email: viv.weir@rmit.edu.au
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 course focuses on the skills required to co-ordinate a range of creative marketing and promotional activities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
CUEMAR03B Undertake marketing activities |
Element: |
1. Plan and organise marketing and promotional activities |
Performance Criteria: |
1.1 Plan and schedule activities in accordance with the marketing plan or other organisational systems |
Element: |
2. Undertake a general public relations role |
Performance Criteria: |
2.1 Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the organisation |
Element: |
3. Review and report on promotional activities |
Performance Criteria: |
3.1 Prepare reports in accordance with the organisation’s marketing policy and required timeframes |
Learning Outcomes
On successful completion of this unit, you will be able to:-
• Understand key marketing principles and terms
• Research industry and marketing information including customer trends and preferences
• Develop appropriate promotional activities
• Apply marketing principles to practical workplace contexts
• Understand and evaluate marketing plans
Details of Learning Activities
Learning activities will consist of:-
In-class activities -
• practical exercises
• workshopping
• group discussions
• class presentations
• online research
• independent project based work
• teacher directed group activities
Out-of-class activities will include –
• independent reading
• interviews
• research.
Teaching Schedule
Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.
Week | Class Content | Other | Elements |
1 | Key marketing principles Evolution of marketing concept |
Class exercises - ongoing | 1.1 |
2 | Consumer behaviour Marketing mix – the 4 P’s |
1.1, | |
3 | Consumer motivation Maslow’s hierarchy of needs |
1.2 | |
4 | Changes to marketing mix Product range Why products fail |
1.1, 1.2, 1.3 | |
5 | Target markets Consumer trends |
1.1 | |
6 | Marketing segmentation | 1.2, 2.3, 3.2 | |
7 | Macro/micro environments | Test | 2.1 |
8 | Market research - primary and secondary research |
Case Study | 1.3 |
9 | SWOT analysis Promotion strategies |
Hand in Group Report | 2.3 |
10 | Presentation planning Marketing a product |
Report Presentation | 2.3 |
11 | Marketing online Using appropriate databases – ABS, IBIS World |
Research - Carlton Library | 1.2 3.2 |
12 | Strategic planning | 1.3 | |
13 | Marketing plans - purpose - structure |
3.1,.3.2, 3.3, 3.4, 3.5 | |
14 | Financial aspects of marketing plan | 3.1,.3.2, 3.3, 3.4, 3.5 | |
15 | Marketing plans - evaluation | 3.1,.3.2, 3.3, 3.4, 3.5 | |
16 | Course review, Assessment feedback |
Hand in Marketing Plan |
Learning Resources
Prescribed Texts
Class Handouts |
References
You are advised to look at the course Blackboard site for ongoing updated information. |
Other Resources
None
Overview of Assessment
Assessment tasks will involves practical exercises, knowledge assessment tasks and practical individual and group projects.
Assessment Tasks
Short Answer Test 20% Week 7
Case Study 15% Week 8
Group Report 20% Week 9
Report Presentation 15% Week 10
Marketing Plan 20% Week 16
Class Exercises 10% Ongoing
Grades used in this unit are as follows:
80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail
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
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:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;
Other Information
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:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;
Course Overview: Access Course Overview