Part B: Course Detail

Teaching Period: Term1 2024

Course Code: MKTG9331C

Course Title: Market new business ventures

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities.

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus

Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.

School: 525T Business & Enterprise

Campus: City Campus

Program: C4421 - Certificate IV in Entrepreneurship and New Business

Course Contact: Theresa Lyford

Course Contact Phone: +61 3 9925 5444

Course Contact Email: theresa.lyford@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Maurice Tornello

maurice.tornell@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

Nil

Course Description

This unit describes the skills and knowledge required to develop and implement a marketing strategy that is integrated into the business plan in order to improve the performance of a business venture. It involves analysing and interpreting market data.

The unit applies to those establishing a business providing self-employment, as well as those establishing a new venture as part of a larger organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBESB404 Market new business ventures

Element:

1.Develop marketing strategy for business venture

Performance Criteria:

1.1 Identify focus of marketing activities according to business plan objectives and products and/or services being provided

1.2 Establish marketing objectives in consultation with required people and according to business plan and workplace procedures 

1.3 Identify customer base, target market and competitors according to identified marketing objectives 

1.4 Establish and evaluate strategy to ensure ethical and cultural appropriateness and alignment with customer and industry expectations 

Element:

2.Establish marketing mix for the business venture

Performance Criteria:

2.1 Assess product mix, volumes and pricing opportunities according to marketing focus and business plan objectives 

2.2 Research and evaluate costs and benefits of available distribution channels and customer service strategies 

2.3 Select marketing and promotional activities to suit target market and according to marketing strategies 

2.4 Analyse customer journey to evaluate marketing mix 

Element:

3.Implement marketing strategy

Performance Criteria:

3.1 Plan marketing activities according to marketing objectives and strategy and budgetary requirements 

3.2 Communicate roles and responsibilities to required people according to marketing plan and workplace procedures 

3.3 Monitor implementation of marketing activities according to marketing plan 

3.4 Assess use of digital devices, platforms and technologies for effectiveness in implementing marketing activities 

Element:

4.Evaluate marketing performance

Performance Criteria:

4.1 Assess business performance according to business plan objectives 

4.2 Develop a plan to address performance gaps 

4.3 Analyse stakeholder response to all aspects of marketing mix to improve targeting and outcomes 

4.4 Assess changes in customer requirements in both online and offline environments, where applicable, and identify opportunities for improvement 

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

This unit within the Certificate IV in Entrepreneurship and New Business requires you to develop and implement a marketing strategy that is integrated into a business plan in order to improve the performance of a business venture. It involves analysing and interpreting market data to provide industry-ready solutions. Throughout the duration of the session times; there will be an opportunity to participate and collaborate as a group; You will participate in learning activities such as: Group discussions and working in pairs, collaborative design thinking, experimenting with key marketing strategies, sound-boarding ideas, presenting to the class, and individual written tasks. The skills and knowledge from this unit equip you with the ability to market your own business venture.  

  Teaching Schedule

This unit is co-delivered with SIRXOXM005 Develop a basic website for customer engagement. Please refer to your timetable for class times and room allocation. It is expected that you attend all classes to get the best learning experience, and be assessed as competent for the unit. Please notify your teacher of an expected absence.    


Teaching Schedule

 This course is a cluster of these two units: ‘Develop a Basic Website for Customer Engagement’ as well as ‘Market New Business Ventures’. 

Week 

Topics 

Assessment 

1 

Introduction to the Course and Assessment Tasks 

Overview of a Marketing Strategy

Content Management Systems 

Search Engine Optimisation  

 

2 

Brand Guides and Style Guides 

WordPress Themes 

Development of a Marketing Strategy

 

3 

Develop a Folder Structure Develop a Sitemap 

Web Browsers, Search Engines and Web Crawlers 

Establish and Evaluate a Marketing Strategy 

 

4 

Principles of Effective Web Design 

How to Drive Navigation to Featured Content 

 

5 

Digital Marekting Strategy

Domain Names and URLs 

WordPress.com - Create a Web Page 

 Assessment Task 1 Due (BSBESB404) Written Questions 

 

1 WEEK BREAK

6 

Establish the Marketing Mix 

Uploading and Downloading

Creating Content 

Copywriting  

 

7 

Assessment Task 2 Briefing

Implement Marketing Strategy

Prepare Requirements Report  

 

8 

 Evaluate Marketing Performance

Clarify Client for Website 

Work on Assessment Task 2 

 

  9

Web Standards 

Web Content Accessibility Guidelines 

Usability Requirements 

  Assessment Task 1 Due (SIRXOSM005) Prepare Digital Content for a website

10 

 

Work on Assessment Task 

 

11 

SEO: Research 

Keyword Ranking 

Content Development in WordPress 

 

12 

Content Development in WordPress 

 Assessment Task 2 Due (BSBESB404) Marketing Strategy 

13 

Content Refinement in WordPress 

 

 Assessment Task 3 Due (BSBESB404) Project Presentation and Role Play  

14 

Testing the Website  

Mandatory: AT3 Part B will be conducted in class.

Assessment Task 2 Due (SIRXOSM005) Develop a client Website 

15 

Mandatory: AT3 Part B will be conducted in class.

 

16 

Resubmissions only 

 

17 

Resubmissions only 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral/written presentations and through the application of learned skills and insights. Full assessment briefs will be provided and can be found on CANVAS.


Assessment Tasks

A comprehensive assessment document  and detailed instructions setting out all assessment instructions and requirements will be provided at the commencement of classes and uploaded to the Canvas shell.  It can be accessed in canvas here: https://rmit.instructure.com/courses/133685/assignments 


Assessment Matrix

The assessment matrix that maps all the assessments is available on CANVAS.

Other Information

Submission Requirements

  • Ensure that you submit assessments on or before the due date.
  • Always retain backup copies of your assessment tasks.
  • 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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers.

 

Resubmissions (VET Programs)

If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task 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.

 

Penalties for Late Submission 

Late submissions of assignments without special consideration or extension will automatically be considered a re-submission (see above).

 

Extensions, Special Consideration and Adjustment to Assessments

Extensions:

Extensions are available for unforeseen circumstances of a short-term nature.

An application form must be submitted to the school at least one working day before the due date of the assessment, submitted to suzanne.bevacqua@rmit.edu.au

Extensions can be approved for a maximum of one week (seven calendar days) past the due date for an assessment. (Where students need an extension exceeding one week they must instead apply for special consideration.)

 

Special consideration:

Special consideration is available for unexpected circumstances outside students’ control. These include but are not limited to: unexpected short-term ill health, and unavoidable family, work, cultural or religious commitments.

An application for special consideration is made in advance of an assessment wherever possible but will normally be accepted within five working days after the assessment date

For more information, see the Special Consideration page of the RMIT website.

 

Adjustments to Assessment:

RMIT provides several adjustments to assessment for students experiencing ongoing or long-term circumstances. Find the right one for your circumstances here.

 

Changes to the Assessment Scheme

Where a change to assessment approved by the Dean/head of school changes an assessment due date, students will be given at least five working days’ notice of the new due date.

 

Feedback

You can expect to receive marks and feedback on in-course assessment work in time to improve your performance in related assessment tasks later in the course.

 

Academic Integrity and Misconduct

Students demonstrate academic integrity in their assessment practices by:

  • engaging with assessment activities in an honest way;
  • providing accountability for the authorship and originality of work submitted;
  • acknowledging the work of others and the re-use of original work.

Academic misconduct is addressed in accordance with the Student conduct policy

Assessment involving research with human participants, their information or their tissue, or animal subjects is carried out in accordance with the Staff ethics and integrity policy.

For further information see the Academic Integrity website.

 

Review and Appeal

A student may request a review of an assessment result or appeal a final course grade in accordance with the Conduct of assessment and appeals section of the Assessment Processes.

 

Grade Criteria

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

The following grades are available for this course.

Vocational education grades:

CA - Competency Achieved

NYC - Not Yet Competent

DNS - Did Not Submit for assessment

  Other Resources

Online learning materials and all relevant resources are available on Canvas and can be accessed by going into the RMIT website's Online Learning Hub.

The online learning materials listed include:

  • Course outlines
  • Power point Presentations
  • Supporting Reading material
  • Industry relevant articles
  • Activities.

Course Overview: Access Course Overview