Course Title: Build client relationships and business networks

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG5828C

Course Title: Build client relationships and business networks

School: 650T Vocational Business Education

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

            Peter Lawrance:99255661,

            Doug Bell

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

None required


Course Description

This unit applies to individuals in a variety of roles who are required to establish, maintain and improve client relationships to facilitate organisational objectives.

This unit primarily applies to marketing and sales professionals who depend on excellent interpersonal relationships and communication skills to achieve outcomes, but may also apply to other individuals working in any industry.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBREL402A Build client relationships and business networks


1. Initiate interpersonal communication with clients

Performance Criteria:


1.1 Identify and use preferred client communication styles and methods

1.2 Establish rapport with clients using verbal and non-verbal communication processes

1.3 Investigate and act upon opportunities to offer positive feedback to clients

1.4 Use open questions to promote two-way communication

1.5 Identify and act upon potential barriers to effective communication with clients

1.6 Initiate communication processes which relate to client needs, preferences and expectations


2. Establish client relationship management strategies

Performance Criteria:


2.1 Develop client loyalty objectives focusing on the development of long term business partnerships

2.2 Assess client profile information to determine approach

2.3 Develop client loyalty strategies to attract and retain clients in accordance with the business strategy

2.4 Identify and apply client care and client service standards


3. Maintain and improve ongoing relationships with clients

Performance Criteria:


3.1 Develop strategies to obtain ongoing feedback from clients to monitor satisfaction levels

3.2 Develop strategies to elicit feedback which provide information in a form that can be used to improve relationships with clients

3.3 Obtain feedback to develop and implement strategies which maintain and improve relationships with clients


4. Build and maintain networks

Performance Criteria:


4.1 Allocate time to establish and maintain business contacts

4.2 Participate in business associations and/or professional development activities to establish and maintain a network of support for the business and to enhance personal knowledge of the market

4.3 Establish communication channels to exchange information and ideas

4.4 Provide, seek and verify information to the network

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to establish, maintain and improve client relationships, and to actively participate in networks to support attainment of key business outcomes.

Details of Learning Activities

This unit contains a mixture of class presentations, work shops and individual research

Teaching Schedule





Week Commencing




Feb 8

Teacher introductions


Explain cluster and schedule

Build Client Relationships- four parts:

      Relationships – client, consumer

      Networks - old, new

Make a Presentation


Assessments and Feedback

Deadlines and resubmissions.

Results: competency and grades.

Group work

Student presentations; networking and presentation experiences.



Feb 15

Build client relationships and business networks.

Networking. What is it. Why it is important.

Personal networks: examples. Six degrees of Separation.

Business networks.

Old – discuss types, rules


Workshop researching Network events.


Brief Assessment One A


Deadline Week Seven


Feb 22

Linked In.


How to use it as a student, and in business.

Create/update a Linked In profile.



Feb 29

Client relationships - B2C

CRM and Loyalty programs.

Why, How. The two purposes. Examples.




Brief Assessment One B


Deadline Week Seven


Mar 7

CRM workshop.



Mar 14

Holiday Monday

Client relationships - B2B

Relationship building

Communication skills and styles

Body language


Brief Assessment Two  -The  Great Debate



Mar 21

Holiday Friday

Make a Presentation.


Types of presentations.

Examples, What is ‘good’?


Debate teams, topics.

Explain debates.

Assessment One A & B due


Brief Assessment Two.



Mar 29


Mid Semester Break.



April 4

The Process. Objective, Outline, Cards.

Practice presentations.




April 11

Structure. Openings, Engagement.

Content. Persuasion.

Practice presentations.

Workshop debate.

Team time.



April 18


Assessment Two in class



April 25

Holiday Monday.

Verbal, Non-verbal skills



Brief Assessment Three


May 2



Workshop assessment Three



May 9

Workshop assessment Three



May 16.

Assessment Three presentations.

Assessment Three


May 23

Assessment Three presentations.

Assessment Three



Student counselling and feedback.



Learning Resources

Prescribed Texts


Other Resources

Class presentations are the major resource

RMIT library has many excellent articles

Trade web sites such as Mumbrella and Ad News can be very useful

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks


Assessment Task 1 – A : Networking 15% of unit total


Date handed out:  Week Two


Date and time due:  Week Seven




Group or Individual: Groups of two, or individual with teacher agreement..  






Networking is an important business skill, regardless of the business discipline one works in. The ability to network successfully greatly increases a person’s opportunities to progress through a career.


For this assessment students, in pairs, are asked to research a suitable business networking event, arrange to attend and to investigate how the attendees evaluate the event.






This assessment is to be done singly or in pairs.


Research online a suitable event, and gain approval in advance from the teacher that it meets the definition of an acceptable business event. No more than two pairs of students are to attend any one event. Arrange with the organiser to attend and then write a joint report..





Assessment Task 1B :15% of unit total



Date handed out: Week Two


Date and time due: Week Seven.




Group or Individual: Same groups of two, or individual with teacher agreement.






Customer Relationship Management (CRM) is the fastest growing marketing communications platform in the world. The ability collect data about customers’ behaviour is shaping how every smart business plans and delivers it’s customer communications.


This assessment asks students to study a successful CRM program and analyses how it works and why it is successful.






The task is to identify a CRM program running in Australia that you believe is a good example of effective CRM, research and evaluate it against a set of questions.


Assessment Task 2 – The Debate 30% of unit total


Date handed out:  Week Six


Date and time due:  Week Ten


Group or Individual: Group (3), but students will be graded individually.  






The purpose of this assessment is to demonstrate your ability to both prepare an argument in support of a case, and also to listen and respond to counter-arguments. This will give students valuable preparation, organization and listening skills, as well as public presentation experience.






This assessment requires students to participate in a formal debate as part of a three-member team.


Assessment Task 3 – The Big Presentation.:40% of unit total


Date handed out:  Week 11


Date and time due:  Week 14-15


Group or Individual: Individual




The purpose of this assessment is for students to demonstrate their presentation skills. This will give students valuable experience in the tasks involved in preparing and delivering a professional presentation, as well as the experience of making the presentation to their peers.






Students will be required to make a presentation, with visuals, on a topic to be advised in the brief in Week 11




Assessment Matrix

Course Overview: Access Course Overview