Course Title: TCF Advertising and Promotion

Part B: Course Detail

Teaching Period: Term1 2008

Course Code: BUSM5582L

Course Title: TCF Advertising and Promotion

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C5165 - Diploma of Textiles Clothing and Footwear

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

Kelly Pascoe
+61 3 9925 9177
kelly.pascoe@rmit.edu.au  

Location:
Building: 511
Level: 1
Room: 7

Nominal Hours: 54

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

To provide learners with the skills and knowledge to:

• Describe and outline the significant factors contributing to the success in selling
• Outline and apply the necessary knowledge, skills and techniques for successful selling
• Describe and outline the documentation to complete the selling process
• Describe the basic principles underlying the organization, planning and structure of a sales organisation
• Determine the number and organization of sales territories required by a sales organization based upon its sales strategies and market
• Apply basic forecasting and budget compatible with overall organizational objectives
• Identify the sales role as an aspect of the marketing plan.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTPDCL05A Dev/Present Des Concpt/s Wthn Specfd Gdlns 02/5

Element:

LMTPDCL05A/01 Research fashion and garment

Performance Criteria:

• Fashion and garment trends are researched and relevant information relating to the design project is obtained, including availability of materials.
• Ideas are contributed and discussed by team members to enhance the success of the project.

Element:

LMTPDCL05A/01 Research fashion and garment

Performance Criteria:

• Fashion and garment trends are researched and relevant information relating to the design project is obtained, including availability of materials.
• Ideas are contributed and discussed by team members to enhance the success of the project.

Element:

LMTPDCL05A/02 Generate and select initial concepts in consultation with others

Performance Criteria:

• Concepts are developed to identify the range of possibilities.
• A range of story board themes are prepared related to fabrics and colours.
• Ideas are discussed and modified in consultation with other design team members.
• Appropriate concepts are selected for development in consultation with design team.

Element:

LMTPDCL05A/02 Generate and select initial concepts in consultation with others

Performance Criteria:

• Concepts are developed to identify the range of possibilities.
• A range of story board themes are prepared related to fabrics and colours.
• Ideas are discussed and modified in consultation with other design team members.
• Appropriate concepts are selected for development in consultation with design team.

Element:

LMTPDCL05A/03 Develop design concepts and details in consultation with others

Performance Criteria:

• Appropriate styles and trims/accessories are identified.
• Production feasibility is researched and confirmed.
• Artwork/drawings /specifications are prepared in the appropriate format, including any additional documentation required.
• Design concepts are presented in accordance with agreed presentation strategy.

Element:

LMTPDCL05A/03 Develop design concepts and details in consultation with others

Performance Criteria:

• Appropriate styles and trims/accessories are identified.
• Production feasibility is researched and confirmed.
• Artwork/drawings /specifications are prepared in the appropriate format, including any additional documentation required.
• Design concepts are presented in accordance with agreed presentation strategy.

Element:

LMTPDCL05A/04 Cost range/garment in conjunction with production area

Performance Criteria:

• All items and resources required for the range/garment are checked and confirmed.
• Accumulated time is calculated or taken from the bill of labour and multiplied by standard cost to ascertain labour cost.
• Material costs are obtained from relevant sources and compared, where necessary.
• Total garment/range costs are calculated, which include labour, material and overhead costs.
• Amendments or modifications are negotiated and agreed when required to ensure garment/range is within budget.

Element:

LMTPDCL05A/04 Cost range/garment in conjunction with production area

Performance Criteria:

• All items and resources required for the range/garment are checked and confirmed.
• Accumulated time is calculated or taken from the bill of labour and multiplied by standard cost to ascertain labour cost.
• Material costs are obtained from relevant sources and compared, where necessary.
• Total garment/range costs are calculated, which include labour, material and overhead costs.
• Amendments or modifications are negotiated and agreed when required to ensure garment/range is within budget.

Element:

LMTPDCL05A/05 Maintain records

Performance Criteria:

• Records are maintained and reports prepared, where necessary, in accordance with enterprise procedures.

Element:

LMTPDCL05A/05 Maintain records

Performance Criteria:

• Records are maintained and reports prepared, where necessary, in accordance with enterprise procedures.

Element:

This unit covers the skills and knowledge required for the development and presentation of garment design concepts to the client within specified guidelines in the enterprise.

Performance Criteria:

As above

National Element Code & Title:

LMTSMGN01A Devlp & Implement a Sales or Mktg Plan 02/7

Element:

LMTSMGN01A/01 Analyse business goals and market trends

Performance Criteria:

• Business goals and objectives are defined and analysed to assist the formulation of a marketing plan.
• Market trends are researched and issues related to the enterprise are analysed.

Element:

LMTSMGN01A/01 Analyse business goals and market trends

Performance Criteria:

• Business goals and objectives are defined and analysed to assist the formulation of a marketing plan.
• Market trends are researched and issues related to the enterprise are analysed.

Element:

LMTSMGN01A/02 Establish strategic directions

Performance Criteria:

• Directions for marketing are assessed in line with the aims of the business plan, customer requirements, market position, objectives, opportunities and resources of the business.
• Sales and marketing strategies are identified and prioritised in order to optimise sales and profit.

Element:

LMTSMGN01A/02 Establish strategic directions

Performance Criteria:

• Directions for marketing are assessed in line with the aims of the business plan, customer requirements, market position, objectives, opportunities and resources of the business.
• Sales and marketing strategies are identified and prioritised in order to optimise sales and profit.

Element:

LMTSMGN01A/03 Develop a sales or marketing plan

Performance Criteria:

• Business resources and appropriate personnel are identified and utilised to optimise effectiveness of the marketing plan.
• Liaison occurs with all relevant personnel, including external specialist advice where applicable.
• Marketing strategy is developed which reflects overall directions/parameters relating to the company business plan, identified long and short term objectives and budget for marketing.

Element:

LMTSMGN01A/03 Develop a sales or marketing plan

Performance Criteria:

• Business resources and appropriate personnel are identified and utilised to optimise effectiveness of the marketing plan.
• Liaison occurs with all relevant personnel, including external specialist advice where applicable.
• Marketing strategy is developed which reflects overall directions/parameters relating to the company business plan, identified long and short term objectives and budget for marketing.

Element:

LMTSMGN01A/04 Implement and monitor sales or marketing plan

Performance Criteria:

• Monitoring procedures are established.
• Financial data is measured and monitored against objectives to ensure progress toward target is achieved.
• Implementation of the plan is monitored to establish overall performance.

Element:

LMTSMGN01A/04 Implement and monitor sales or marketing plan

Performance Criteria:

• Monitoring procedures are established.
• Financial data is measured and monitored against objectives to ensure progress toward target is achieved.
• Implementation of the plan is monitored to establish overall performance.

Element:

LMTSMGN01A/05 Conduct plan review

Performance Criteria:

• Review of the sales or marketing plan is conduced and the results assessed.
• Marketing plan is modified, as necessary to reflect the dynamics of the market place.
• Reporting of review outcomes is assessed in accordance with enterprise procedures.

Element:

LMTSMGN01A/05 Conduct plan review

Performance Criteria:

• Review of the sales or marketing plan is conduced and the results assessed.
• Marketing plan is modified, as necessary to reflect the dynamics of the market place.
• Reporting of review outcomes is assessed in accordance with enterprise procedures.

Element:

LMTSMGN01A/06 Maintain records

Performance Criteria:

• Records of sales and marketing planning activities are maintained and reports prepared, where necessary, in accordance with enterprise procedures.
• Presentations on sales and marketing plan are made at management meetings in accordance with workplace procedures.

Element:

LMTSMGN01A/06 Maintain records

Performance Criteria:

• Records of sales and marketing planning activities are maintained and reports prepared, where necessary, in accordance with enterprise procedures.
• Presentations on sales and marketing plan are made at management meetings in accordance with workplace procedures.

Element:

This unit covers the skills and knowledge required to develop and implement a sales and marketing strategy in a TCF enterprise.

Performance Criteria:

As above

National Element Code & Title:

RUAAG5203BMA Develop a Business Plan 02/6

Element:

RUAAG5203BMA/01 Specify business objectives and targets

Performance Criteria:

• Explicit short and medium-term objectives and targets which reflect the owner’s preferences for feasible enterprise performance and development.
• These objectives to be consistent with the overall purposes of the business (as identified in the strategic plan) are prepared in a form that enables progress towards them to be observed and measured.

Element:

RUAAG5203BMA/01 Specify business objectives and targets

Performance Criteria:

• Explicit short and medium-term objectives and targets which reflect the owner’s preferences for feasible enterprise performance and development.
• These objectives to be consistent with the overall purposes of the business (as identified in the strategic plan) are prepared in a form that enables progress towards them to be observed and measured.

Element:

RUAAG5203BMA/02 Prepare and assess a cash flow budget for the planning period

Performance Criteria:

• Information on past receipts and payments are obtained from previous records, compared with current price and cost trends and compiled in a form that enables projections of future receipts and expenditure to be made.
• An appropriate planning period is selected which takes account of physical production cycles and financial reporting requirements.
• Planners are prepared to determine receipts and payments for the period using most likely production levels, prices and costs.
• Taxation commitments are determined and analysed to minimise the tax paid and to maximise business stability and profit after tax.
• Most likely cash flow budget is prepared and analysed to determine the impacts of varying the timing of receipts and expenditure on net cash flow performance.
• Peak debt is determined and compared with available working capital and adjustments made as required to ensure continuing liquidity throughout the planning period.
• Periods of cash surplus are identified and uses of these surpluses examined.
• Cash flow budget is tested under various yield, cost and price assumptions.

Element:

RUAAG5203BMA/02 Prepare and assess a cash flow budget for the planning period

Performance Criteria:

• Information on past receipts and payments are obtained from previous records, compared with current price and cost trends and compiled in a form that enables projections of future receipts and expenditure to be made.
• An appropriate planning period is selected which takes account of physical production cycles and financial reporting requirements.
• Planners are prepared to determine receipts and payments for the period using most likely production levels, prices and costs.
• Taxation commitments are determined and analysed to minimise the tax paid and to maximise business stability and profit after tax.
• Most likely cash flow budget is prepared and analysed to determine the impacts of varying the timing of receipts and expenditure on net cash flow performance.
• Peak debt is determined and compared with available working capital and adjustments made as required to ensure continuing liquidity throughout the planning period.
• Periods of cash surplus are identified and uses of these surpluses examined.
• Cash flow budget is tested under various yield, cost and price assumptions.

Element:

RUAAG5203BMA/03 Test variations in enterprise mix and operation to assess their effect on Business performance

Performance Criteria:

• Partial budgets are prepared for various feasible alternatives to test their impacts on business performance.
• Non-financial factors affecting decisions on alternatives are identified and assessed in combination with partial budget results.

Element:

RUAAG5203BMA/03 Test variations in enterprise mix and operation to assess their effect on business performance

Performance Criteria:

• Partial budgets are prepared for various feasible alternatives to test their impacts on business performance.
• Non-financial factors affecting decisions on alternatives are identified and assessed in combination with partial budget results.

Element:

RUAAG5203BMA/04 Prepare trial profit and loss statements and balance sheets

Performance Criteria:

• Trial profit and loss balance sheets are prepared for the budget period following accepted accounting conventions, to test profitability and growth potential.

Element:

RUAAG5203BMA/04 Prepare trial profit and loss statements and balance sheets

Performance Criteria:

• Trial profit and loss balance sheets are prepared for the budget period following accepted accounting conventions, to test profitability and growth potential.

Element:

RUAAG5203BMA/05 Identify and plan appropriate risk management strategies

Performance Criteria:

• Sources and types of risks are identified and the probability of their occurrence and consequences assessed.
• Alternative management strategies for production, market and financial risks are identified, assessed and applied as required.
• Compulsory formal insurance is arranged as required for third party insurance on motor vehicles, workers compensation and occupational superannuation.
• The need for personal accident and sickness insurance, personal superannuation and public risk insurance is assessed and effected as required.
• The need for formal insurance cover on assets is assessed and insurance is taken out if risk of loss cannot be reduced to an acceptable level by effecting protection through management practices.

Element:

RUAAG5203BMA/05 Identify and plan appropriate risk management strategies

Performance Criteria:

• Sources and types of risks are identified and the probability of their occurrence and consequences assessed.
• Alternative management strategies for production, market and financial risks are identified, assessed and applied as required.
• Compulsory formal insurance is arranged as required for third party insurance on motor vehicles, workers compensation and occupational superannuation.
• The need for personal accident and sickness insurance, personal superannuation and public risk insurance is assessed and effected as required.
• The need for formal insurance cover on assets is assessed and insurance is taken out if risk of loss cannot be reduced to an acceptable level by effecting protection through management practices.

Element:

RUAAG5203BMA/06 Identify the improvements and developments to be made during
the planning period

Performance Criteria:

• Services relevant to the development of [plans for the conservation of natural resource are identified and used.
• Possible new improvements and developments are identified and analysed to determine the additional improvements required.
• Plans for future improvements are prepared, costed project by project, and an implementation schedule is prepared.

Element:

RUAAG5203BMA/06 Identify the improvements and developments to be made during the planning period

Performance Criteria:

• Services relevant to the development of [plans for the conservation of natural resource are identified and used.
• Possible new improvements and developments are identified and analysed to determine the additional improvements required.
• Plans for future improvements are prepared, costed project by project, and an implementation schedule is prepared.

Element:

RUAAG5203BMA/07 Identify the rights and obligations of the parties to contracts relevant to
business operation

Performance Criteria:

• Information is obtained from appropriate sources on the general legal principles underlying contracts and on specific legal aspects of particular contracts as required.

Element:

RUAAG5203BMA/07 Identify the rights and obligations of the parties to contracts relevant to business operation

Performance Criteria:

• Information is obtained from appropriate sources on the general legal principles underlying contracts and on specific legal aspects of particular contracts as required.


Learning Outcomes


Refer to other sections of guide


Details of Learning Activities

PLANNED LEARNING EXPERIENCES-

• Underpinning skills and knowledge delivered in classes
• Case studies on advertising and promotion
• Practical exercises on budgetary methods
• Group discussions and activities on communication process, promotional objectives, public relations/publicity and advertising activities
• Video and class discussions including practical creative art work for Jockey project
• An analysis of different media strategies
• Group discussions on priorities in planning and advertising campaign


Teaching Schedule

05/02/08 - Project Week
12/02/08 No Formal Classes – Field work
19/02/08 An introduction to integrated marketing communications
26/02/08 The role of IMC in the marketing process
04/03/08 Melbourne fashion Festival
11/03/08 The communication process
18/03/08 Source, message and channel factors
25/03/08 -  01/04/08Term Break
8/04/08
Objectives and budgeting for IMC programs
15/04/08 Creative strategy: planning and development
22/04/08 Creative strategy: implementation and evaluation
29/04/08 Media planning and strategy
06/05/08 Evaluation of broadcast media
Evaluation of print media

13/05/08 Support media

20/05/08 Direct marketing
27/05/08 The internet and interactive media
03/06/08 Sales promotions
10/06/08 PR. Publicity and corporate advertising
Group assignment due
17/06/08 Revision
24/06/08 Final examination


Learning Resources

Prescribed Texts


References


Other Resources

Essential Learning Resources:

• Belch & Belch. Advertising and Promotion, An Integrated Marketing Communication Perspective (7th Edition), Irwin, 2007
• Rossiter & Percy, Advertising Communications & Promotion Management (2nd Edition), The McGraw-Hill, 1997
• Russel & Lane, Klepper’s Advertising Procedures (13th Edition), Prentice Hall, 1996


Overview of Assessment

• Group work: produce a promotional plan for the YEP (Young Essential Project).

• Individual: examination on principles and concepts of advertising and promotions.


Assessment Tasks

Learners need to demonstrate by means of a range of assessment tasks that they can:

• Group work: produce a promotional plan for the YEP Project (30%).

• Individual: examination (70%) on principles and concepts of advertising and promotions

Learners can make a claim for Approved Prior Learning on entry to the course

Criteria for your results: HD (high distinction – indicative score 80-100%) or DI (distinction – indicative score 70-79%) or CR (credit – indicative score 60-69%) or PA (pass – indicative score 50-59%) or NN (fail – indicative score 0-49%).


Assessment Matrix

Course Overview: Access Course Overview