Course Title: Promote the business

Part B: Course Detail

Teaching Period: Term1 2011

Course Code: MKTG5847C

Course Title: Promote the business

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C5230 - Diploma of Graphic Design

Course Contact : Meave Queally

Course Contact Phone: +61 3 9925 9438

Course Contact

Name and Contact Details of All Other Relevant Staff

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, however this unit will be run in a clustered delivery with CUEFIN1A Develop a budget

Course Description

In this unit you will develop the skills and knowledge required to implement marketing strategies and to monitor and improve market performance in relation to design industry practice. This unit will provide you with basic skills and knowledge to prepare to practice design in a studio, organisation or in a freelance capacity.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBSBM403A Promote the business


1 Develop marketing strategies

Performance Criteria:

1.1 The business and its key products or services are analysed to determine the focus of marketing activities in accordance with the objectives of the business plan
1.2 Customer base and target market for the business are evaluated as a basis for marketing strategies
1.3 Marketing objectives and strategies are determined in consultation with relevant people in accordance with the business plan


2 Determine a marketing mix for the business

Performance Criteria:

2.1 Product mix, volumes and pricing are balanced to optimise sales and profit
2.2 The costs and benefits of using different distribution channels and/or providing different levels of customer service are evaluated and the results considered in determining the marketing mix
2.3 Promotional activities are determined to suit the target market
2.4 Customer needs and preferences are considered in determining the marketing mix
2.5 Marketing mix is determined according to market and business needs


3 Implement marketing

Performance Criteria:

3.1 Persons involved in the marketing effort are briefed on their roles and responsibilities to ensure the success of marketing strategies
3.2 Promotional activities are planned and implemented in accordance with marketing objectives and budgetary requirements


4 Monitor and improve marketing performance

Performance Criteria:

4.1 Ongoing monitoring of marketing activities and evaluation of business performance is conducted according to the objectives and targets of the business plan
4.2 Performance gaps analysed and corrective action taken or new targets set
4.3 All relevant people are encouraged to propose ways to improve marketing performance
4.4 Customer reaction to all aspects of the marketing mix is sought and analysed to improve targeting and outcomes
4.5 Ongoing research of customer requirements is conducted to identify opportunities for change
and improvement
4.6 Changes in market opportunities are monitored and investigated for new business opportunities to aid business development

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.

Details of Learning Activities

Learning activities will include:
• In class activities
• Small group work
• Exercises and projects
Some learning activities will include a self directed learning approach. Self-directed learning refers to organised teacher-directed learning activities that you will undertake independently, either as individuals or with other students. This may include workplace research, library assignments, fieldwork and work placements
On your timetable, BSBSBM403A (Promote the business) and CUEFIN01B (Develop a budget) will be referred to as Business 2.

Teaching Schedule

WeekActivityPerformance criteria
Summary of projects and expectations for the semester Marketing terms - An introduction
Overview of marketing plan. What is a SWOT analysis and when would you use it?
1.1, 1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 2.5, 3.2
 2Brief 1
Proposal for a Design Project for an Arts Festival
A) Preparing a design rationale. Explaining why the design looks like it does, where does the inspiration come from, what is the idea, why will this idea resonate with the customer.
B) Preparing a design proposal - outlining the customer’s journey as they decide to buy. Where, how, when are going to ’touch’ them with your design (part of the marketing mix)
1.1, 1.2, 2.1, 2.3, 2.4, 2.5
A) Preparing the scope. How you will calculate what resources will be needed to deliver the project, how long it will take, when milestones will be reached, checkpoints, client approval periods.
B) Preparing a detailed budget covering the production components of the project.
 2.2, 3.1, 3.2
 4 A) Preparing a presentation that will inspire B) How to present to an audience Student directed learning that involves research and preparation of presentation 1.3, 4.2
 5 A) Presenting to the class 4.3
 6 Brief 2 A plan to promote the Arts Festival to Melbournians Overview of challenges, opportunities from industry experts 4.1,4.2, 4.3, 4.4, 4.5, 4.6
 7Developing strategies. identifying the products, confirming the mission and positioning statements, situation analysis, identifying the target market. Confirming the business objectives. SWOT. 1.1, 1.2, 1.3
 8Determining the marketing mix. Target market segmentation (demographic, psychographic, behavioural geographic), pricing, media and channel planning, determining promotional tactics.
 2.1, 2.2, 2.3, 2.4, 2.5
 9 Implementing the strategies. Promotional activities, activation, scope, budgeting. 3.1, 3.2
 10 Monitoring, measuring success. Methodologies to determine which aspects of the plan should be reworked. Types of research applicable to determine what worked, what didn’t, what should be improved - qualitative vs quantitative. 4.1, 4.2, 4.3, 4.4, 4.5, 4.6
 11 Review of plans - with executive summary presentation 4.1 - 4.6
 12 - 16
 Develop a budget
 17 TEST 1.1 - 4.6
 18 RECAP 1.1 - 4.6

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:
Research projects, presentations, exercises, group activities.
An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Assessment Tasks

2 x briefs
1 x test

Assessment Matrix

CHD Competency with High Distinction
CDI Competency with Distinction
CC Competency with Credit
CA Competency Achieved
NYC Not Yet Competent

Other Information

Employability skills are “embedded” in the units of competency in your program. This means that you will be able to develop these skills as part of your learning, and when you demonstrate that you are competent in your particular job skills and knowledge, you are also demonstrating that you have developed relevant employability skills.
For more information about Employability Skills please refer to the Program Guide.

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Late submissions and single item extensions
In all courses marks are deducted for late submission unless Special Consideration or an Application for Extension is sought. If a student feels they may miss a deadline for a single item submission they may negotiate an extension with their teacher. They must negotiate the extension by the due date of submission. They must complete the Application for Extension form available for the Administration Office on level 1 B515. (This does not apply where there are a number of missed submissions due to general difficulties – see Special Consideration).

Cover Sheet for Submissions
All students must complete a submission cover sheet for ever piece of submitted work. This signed sheet acknowledges they are aware of the plagiarism implications noted below. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.

Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse to assess the work on the basis of authentication issues. Course guide is subject to change in relation to project variations.

Course Overview: Access Course Overview