Course Title: Develop marketing plans for fashion products
Part B: Course Detail
Teaching Period: Term2 2015
Course Code: GRAP5240C
Course Title: Develop marketing plans for fashion products
School: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C4219 - Certificate IV in Fashion and Textiles Merchandising
Course Contact : Yuping Li
Course Contact Phone: +61 3 9925 9145
Course Contact Email:yuping.li@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Vicki Cole vicki.cole@rmit.edu.au
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
MKTG5770C Analyse textiles clothing and footwear merchandising and marketing principles
Course Description
A TCF Company will be identified and a product category will be assigned to each student group. Students will be guided to design a questionnaire based on the company’s information requirements, a minimum of 50 respondents will be recruited for a consumer survey. The data from the surveys will be analysed by using computer softwares and a report will be produced for the company.
A marketing plan for the product category will be researched and produced, which will include both primary and secondary research information on market trends, competitors and external marketing environments. The company’s marketing practice and the product category’s performance will be evaluated and recommendations will be made to improve the company’s overall marketing performance and sales of the product category. A formal oral presentation will be made to the industry personnel at the end of the semester.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
LMTFD5004B Develop marketing plans for fashion products |
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Element: |
1. Identify key elements of fashion design |
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Performance Criteria: |
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2. Establish marketing objectives |
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3. Research and determine marketing options |
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Performance Criteria: |
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Element: |
4. Develop and present marketing plan |
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Element: |
5. Document marketing plan |
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Performance Criteria: |
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Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.
Details of Learning Activities
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§ Observe and survey the target market |
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Teaching Schedule
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DATE<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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LECTURES and ASSESSMENTS<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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ELEMENTS<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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PART 1: MARKET RESEARCH - CONSUMER SURVEY <o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">BSBMKG402B (MKTG7755C)<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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<o:p> </o:p> <font face="Times New Roman" size="3"> </font>Industry Studies structure/format<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">1.1, 1.2, 1.3<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;"><o:p> </o:p></h2> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;"><o:p> </o:p></h2> <font face="Times New Roman" size="3"> </font> | ||
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2 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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13/7/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Questionnaire Design<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">1.1, 1.2, 1.3<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">2.1, 2.2, 2.3, 2.4<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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3 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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20/7/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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QUESTIONNAIRE DESIGN ASSESSMENT 15%<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">As above <o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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4 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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27/7/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Field work for Consumer Survey<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">1.1, 1.2, 1.3<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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5 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Field work <o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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6 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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10/8/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Data Analysis Report structure<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">1 & 2 & 3 all elements<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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17/8/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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<h2 style="margin: 12pt 0cm 3pt;">PART 2: MARKETING PLAN<o:p></o:p></h2>
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<h4 style="margin: 12pt 0cm 3pt;"><font face="Calibri">DATA ANALYSIS REPORT SUBMISSION 20%<o:p></o:p></font></h4>
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<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">LMTDFD5004B (GRAPH 5240C) <o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;"><o:p> </o:p></h2> <font face="Times New Roman" size="3"> </font> |
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<o:p> </o:p> <font face="Times New Roman" size="3"> </font>Report format/ structure. Mission Statement.<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">MARKETING PLAN ASSIGNMENT ISSUED 50%<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font><o:p></o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">1.1, 1.2, 1.3, 1.4, 1.5<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;"><o:p> </o:p></h2> <font face="Times New Roman" size="3"> </font> | ||
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<h4 style="margin: 12pt 0cm 3pt;"><font face="Calibri">Preparation of the Marketing Plan<o:p></o:p></font></h4>
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Situation Analysis: External(MACRO), Specific Market, Competitor analysis<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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SEMESTER BREAK<o:p></o:p> <font face="Times New Roman" size="3"> </font>31/8/15 – 11/9/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Preparation of the Marketing Plan SWOT and Issues Analysis (Product SWOT)<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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Preparation of the Marketing Plan <o:p></o:p> <font face="Times New Roman" size="3"> </font>Objectives/ Financial & Marketing Strategies<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">2.1, 2.2, 2.3, 2.4<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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Preparation of the Marketing Plan<o:p></o:p> <font face="Times New Roman" size="3"> </font>Market Segmentation, Targeting & Positioning<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">3.1, 3.2, 3.3, 3.4, 3.5<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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Preparation of the Marketing Plan<o:p></o:p> <font face="Times New Roman" size="3"> </font>Marketing Mix: Product, Price, Promotion, Place<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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2.1,2.2,2.3,2.4,3.13.2,3.3,3.4,3.5<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Preparation of the Marketing Plan<o:p></o:p> <font face="Times New Roman" size="3"> </font>Budgets and Costs<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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19/10/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Final Preparation of the Marketing Plan<o:p></o:p> <font face="Times New Roman" size="3"> </font>Implementation/ Calendar format;<o:p></o:p> <font face="Times New Roman" size="3"> </font>Evaluation<o:p></o:p> <font face="Times New Roman" size="3"> </font>Sort timetable for Oral Presentation of Marketing Plan<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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1.4, 3.5, 3.6, 4.2,<o:p></o:p> <font face="Times New Roman" size="3"> </font>4.3<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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15 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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26/10/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">ORAL PRESENTATION 15%<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> | <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">4.4, 4.5<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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16<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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2/11/15<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">MARKETING PLAN DUE 50%<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> | <font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">5.1, 5.2<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font> |
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Learning Resources
Prescribed Texts
References
Other Resources
Rag Trader Magazine Business Review Weekly, IBIS Industry databases
Overview of Assessment
Questionnaire design - Design a questionnaire based on a TCF company’s information requirements
Data analysis - report Collate survey data and write a report
Marketing plan - Write a marketing plan for a specific product category
Oral presentation - Power point presentation to industry personnel
Assessment Tasks
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Assessment Method Marks Awarded 2.Data analysis report Collate survey data and write a report 20 marks<o:p></o:p> <font face="Times New Roman" size="3"> </font>3.Marketing plan Write a marketing plan for a specific product category 60 marks<o:p></o:p> <font face="Times New Roman" size="3"> </font>4.Oral presentation Power point presentation to industry personnel 10 marks<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Assessment Matrix
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UNIT TITLE<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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National Code<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Assessment Task/Methods<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Elements/PCs<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Critical aspects of evidence<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Task 1: Questionnaire Design 15%- week 3<o:p></o:p> <font face="Times New Roman" size="3"> </font>(MKTG 7755C)<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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1.1, 1.2, 1.3<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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2.1, 2.2, 2.3, 2.4<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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1 & 2 <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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-culturally appropriate communication skills;<o:p></o:p> <font face="Times New Roman" size="3"> </font>-literacy skills to prepare questionnaire;<o:p></o:p> <font face="Times New Roman" size="3"> </font>-research skills to investigated TCF company and consumer interest. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Analysing and presenting a questionnaire design based on a TCF company’s information including recommendations on fashion products and marketing options. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Task 2: Data Analysis Report 20%- week 7<o:p></o:p> <font face="Times New Roman" size="3"> </font>(MKTG 7755C)<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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1, 2, 3. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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as above <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Research, collate and analyse data. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Task 3: Marketing Plan Oral Presentation 15%- week 15 & 16<o:p></o:p> <font face="Times New Roman" size="3"> </font>(GRAPH 5240C)<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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4.4, 4.5<o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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1, 2, 3, 4, 5. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Communication and technology skills in presenting findings. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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PowerPoint presentation to highlight marketing opportunities and strategies within a specific TCF company. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Task 4: Marketing Report 50%- week 15 & 16<o:p></o:p> <font face="Times New Roman" size="3"> </font>(GRAPH 5240C)<o:p></o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font><o:p> </o:p> <font face="Times New Roman" size="3"> </font> |
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1, 2, 3, 4, 5. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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-literacy skills to prepare reports with complex marketing concepts;<o:p></o:p> <font face="Times New Roman" size="3"> </font>-research skills to investigate all aspects of assignment;<o:p></o:p> <font face="Times New Roman" size="3"> </font>-initiative with design format and content for marketing plan. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Writing a marketing plan which details the marketing mix, objectives, timing and budget requirements of the TCF company. <o:p></o:p> <font face="Times New Roman" size="3"> </font> |
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Course Overview: Access Course Overview