Course Title: Promote products and services

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: MKTG7974C

Course Title: Promote products and services

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: 61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Elaine Holstein

elaine.holstein@rmit.edu.au

9925 5155

 

Nominal Hours: 40

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 coordinate and review the promotion of an organisation’s products and services.

It applies to individuals with a broad knowledge of the promotion of products and services specific to an organisation. They may have responsibility to provide guidance or to delegate aspects of these tasks to others.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG413 Promote products and services

Element:

1. Plan promotional activities

Performance Criteria:

1.1 Identify and assess promotional activities to ensure compatibility with organisational requirements

1.2 Plan and schedule promotional activities according to the marketing needs of the organisation

1.3 Determine overall promotional objectives in consultation with designated individuals and groups

1.4 Ensure that timelines and costs for promotion of activities are realistic and consistent with budget resources

1.5 Develop action plans to provide details of products and services being promoted

Element:

2. Coordinate promotional activities

Performance Criteria:

2.1 Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of promotional goals

2.2 Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel

2.3 Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation

2.4 Use networks to assist in the implementation of promotional activities

Element:

3. Review and report on promotional activities

Performance Criteria:

3.1 Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services

3.2 Assess effectiveness of planning processes to identify possible improvements in future activities

3.3 Collect feedback and provide to personnel and agencies involved in promotional activity

3.4 Analyse costs and time lines to evaluate the benefits accruing from the promotional activities

3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional 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; plan promotional activities, coordinate promotional activities and review and report on promotional activities.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify the convergent market, prepare cross sector marketing tools and techniques and apply convergent marketing communications.


Teaching Schedule

This unit, MKTG7974C is clustered (co-delivered and assessed) with COMM7334C Apply marketing communication across a convergent industry. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 

 

 

Weekly Schedule

Promote products and services clustered with Apply marketing communication across a convergent industry

1 2018 

Week number

Week beginning

Topic

Assessments relevant to this topic

1

5th February

Topic 1 Introduction

All assessments

 

 

Introduction to the course

Introduction to marketing as a context for marketing communications

What is a product?

What is a service?

 

2

12th February

Topic 2 Exploring Marketing Communications channels weeks 2 -7

All assessments

 

 

A look at the customer, the communications process and the marketing communications channels

 

3

19th February

Advertising – TV, radio, print, banner ads and affiliate advertising

Using advertising to promote products and services case study and in class activity.

 

4

26th February

Direct marketing – email, newsletter, intro to social media channels

Using DM to promote products and services case study and in class activity.

Assessment 1 in class activity and observation

5

5th March

Event management – exhibitions, trade fairs and launches, Using events to promote products and services case study and in class activity exploring the virtual event.

 

6

12th March (Public Holiday Monday)

PR and publicityOnline reputation management, reviews, blogs, ratings

Using PR to promote products and services case study and in class activity

 

Assessment 1 in class activity and observation

7

19th March

Personal selling –

Using PR to promote products and services case study and in class activity

 

 

 

26th March

Topic 3 Analysing the Marketing communications requirements weeks 8-11

Assessment 2

 

8a

 

Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

 Assessment 2 application

 

 

 

Mid semester break and Easter 29th March –  4th April

 

8b

5th April

Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

  

Assessment 2 application

 

 

9

9th April

Analysing the environment

Developing launch objectives

 

SWOT, Pest, Legal and regulatory issues

The competitor

 Assessment 2 application

 

10

16th April

Project Planning

Techniques and templates will be discussed for these two important processes

Stakeholder Management

Techniques and templates will be discussed for these two important processes

 Assessment 2 application

Assessment 2 due

11

23rd April

Measurement

Have we achieved our communications objectives?

 

User feedback - collecting and integrating user information to improve all our communications

 

Assessment 2 Application

 

12

30th April

Topic 4 - Creating a convergent Platform developing a launch microsite

Assessment 3

 

 

Designing a website

Introduction to on line design

Visual and copy

Introduction to Weebly

 

Assessment 3 application

 

13

7th may

Developing a DM email campaign – a look at mail chimp

Creating a blog

Creating a banner ad

Assessment 3 application

 

14

14th May

Creating customer contact pages

Assessment 3 application

 

15

21st May

Assessment consolidation

Assessment 3 due

 

16

28th May

Resubmits if required

 

 


Learning Resources

Prescribed Texts


References


Other Resources

A range of resources will be provided to students throughout the semester.


Overview of Assessment

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.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • identify the context for the promotional activities including:
  • relevant legislation/regulations
  • organisation’s goals, objectives, systems, policies and procedures
  • budget and timelines
  • marketing needs and, if defined, marketing plans
  • objectives of the promotional activities
  • consult with relevant stakeholders to plan promotional activities to meet objectives, budget and timelines
  • coordinate promotional activities including:
  • allocation of personnel, roles and responsibilities
  • sourcing other resources and promotional products as appropriate
  • use of networks and relationships
  • analyse feedback and data to evaluate the effectiveness of planning processes and promotional activities and make recommendations on future directions of promotional activities.

 Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline the legislative and regulatory context of the organisation as relevant to the marketing plan
  • outline the planning processes for organising promotional activities
  • explain the organisation’s marketing objectives and how they support the overall business objectives
  • explain how common promotional activities could be used to support the marketing objectives with reference to
  • advertising
  • client functions
  • employee functions
  • media announcements
  • product launches
  • web pages.

 

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

Note that this course is clustered (co-delivered and co-assessed) with COMM7334 Apply Marketing Communications across a Convergent industry

Assessment Task 1 – In class communications activities

Date handed out:  Week 1

Date and time due:  During class weeks 4 and 6

Group or Individual: Groups of no more than 3 persons.                    

Purpose:

This assignment will allow you to demonstrate an understanding of the various marketing communications channels discussed. In class case study challenges will be presented and you will be required to complete the challenge as set during the class time allocated.

Requirements:

You will be required to read the challenge as set down, select a small team to work with, then plan the best approach to address the challenge and complete your response. You will then present your approach to the broader group. This whole process will be assessed by your teacher using observational assessment methods.

This assignment must be done during class time.
                    

Assessment Task 2 – Communication Needs Analysis Report

Date handed out:  Week 1

Date and time due:  Week 11 (Fri 27th April 11.59 pm)

Group or Individual: Individual.                       

Purpose:

This assessment is designed to evaluate your ability to analyse the market and determine an organisations marketing communications needs based on that analysis.

 Requirements:

You are to assume the role of marketing consultant for a business product/service launch of their choice. You are to decide upon a launch strategy including a website, electronic advertisements, email direct marketing and public relations to convey marketing communications consistent with the organisations marketing objectives.

You will produce a detailed requirements report covering the communications needs and to make appropriate recommendations for a new strategy and website to be used as part of the organisation’s product/service launch.

Assessment Task 3 – - Integrated Communications strategy across convergent platforms.

Date handed out:  Week 1

Date and time due:  Week 15 Friday 25th May 23:59

Group or Individual: This is an individual assessment.  

Purpose:

This assessment is designed to evaluate your ability to implement an integrated communications strategy across a range of possible platforms based on the assessment of the organisations communications needs.

Requirements:

You are to develop and implement your approach including a basic website in-line with the project scoped for Assessment 2 – Requirements Report. The website must be designed, incorporating an electronic advertisement, relevant products and services pages, a selection of social media channels, an email newsletter and a blog.


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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 CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

 

Course Overview: Access Course Overview