Course Title: Promote products and services to international markets

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7989C

Course Title: Promote products and services to international markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C5372 - Diploma of International Business

Course Contact: Suzanne Maugeri

Course Contact Phone: +61 3 9925 1466

Course Contact Email: suzanne.maugeri@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 70

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 involves the skills and knowledge required to promote products and/or services of the business within specified international markets.

 It applies to individuals with managerial responsibility including planning, coordinating, reviewing and reporting on promotional activities. Management of promotional activities may involve geographic separation from these activities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG513 Promote products and services to international markets

Element:

1. Plan promotional activities

Performance Criteria:

1.1 Access marketing plan for international business activity to inform planning of promotional activities 1.2 Access relevant information sources to support planning of promotional activities 1.3 Identify and assess promotional activities to ensure cultural appropriateness and compatibility with organisational requirements 1.4 Plan and schedule promotional activities according to marketing needs of the organisation 1.5 Determine overall promotional objectives in consultation with designated individuals and groups both in international and domestic settings 1.6 Ensure timelines and costs for promotion of activities are realistic and consistent with budget resources 1.7 Develop action plans to provide details of products and/or services being promoted

Element:

2. Coordinate promotional activities

Performance Criteria:

2.1 Identify and prepare personnel and resources to support promotional activities, both in international and domestic settings, to facilitate achievement of promotional goals 2.2 Identify, agree on and allocate roles and responsibilities of overseas and domestic personnel for delivery of promotional activities 2.3 Establish and conduct relationships with targeted groups in overseas settings in a manner which enhances the positive image of the organisation 2.4 Supervise and support roles and responsibilities of overseas personnel involved in promotional activities 2.5 Use international business networks to assist in implementing promotional activities

Element:

3. Review and report on promotional activities

Performance Criteria:

3.1 Analyse audience feedback and data to determine impact of promotional activity on delivery of products and/or services 3.2 Assess effectiveness of planning processes to identify possible improvements for future international promotional activities 3.3 Collect and provide feedback to personnel and agencies involved in promotional activity both in international and domestic settings 3.4 Analyse costs and timelines to evaluate benefits accruing from internationally based promotional activities 3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions for internationally based 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 promote products and/or services of the business within specified international markets.


Details of Learning Activities

A range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students.

 


Teaching Schedule

Week   

Date    

Topic

Assessment

1

 6 Feb

 Induction and pre-training review; Concepts of marketing

 

2

 13 Feb

 Concepts of marketing

 

3

 20 Feb

 Marketing and promotional activities – Communication Models

 

4

 27 Feb

 Marketing and promotional activities – Buyers and Loyalty

 

5

 6 Mch

 Marketing and promotional activities – Market Segmentation

Task 1 due

6

 13 Mch

 Planning marketing and promotional activities

 

7

 21 Mch

 Planning marketing and promotional activities

 

8

 27 Mch

 Planning marketing and promotional activities

 

9

 3 Apr

 Trade Shows

 

10a

 10 Apr

International Stale Contracts

Task 2 Part 1 & 2 due

 

  

 Semester break 13 – 19 April inclusive

 

10b

 17 Apr

International Stale Contracts

 

11

 25 Apr

 Sales Methods

 

12

 1 May

 Coordinating and implementing marketing and promotional activities

Task 2 Part 3 due

13

 8 May

 Product Levels

 

14

 15 May

 Reviewing and reporting on marketing and promotional activities

 

15

 22 may

 Reviewing and reporting on marketing and promotional activities

Task 3 due

16

 29 May

 Re-sits and re-submissions

 


Learning Resources

Prescribed Texts


References


Other Resources


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.

Performance  Evidence

You will be required to provide evidence of the following skills:

  • plan, coordinate and review promotional activities undertaken in an international context
  • produce a report detailing activities and recommendations to inform and guide future promotional work.

Knowledge Evidence

You are required to provide evidence of the following:

  • identify available overseas media
  • summarise cultural characteristics of groups within target market
  • list relevant international business networks
  • outline marketing strategies and promotional activities suitable for international markets.

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

Assessment Task 1 – Case Study / Research Assessment

Date handed out:  Week 1                                                   

Date and time due: Week 5

Group or Individual:  Individual

Purpose:

This assignment will allow you to demonstrate an understanding of the basic concepts of marketing, which will give you a clear insight into the strategic value of marketing and promotional activities.

 Requirements:

You are required to prepare a short report which analyses a sample marketing plan against the foundations of marketing practice. It is recommended that you select a marketing plan from the following website: http://www.mplans.com/sample-marketing-plans.php#.UuCL4LR9K71.  The report should be no more than 600 words and should be fully referenced.

Scope:

Your report should detail ow the foundations of marketing practice apply to the organisation.  You must undertake research into the foundations of marketing which will include outlining the concepts of the marketing mix, segmentation and targeting/position.  Your report should address the following:

  • Products and Services: What are the key / primary products and / or services offered by the organization.  What are their distinguishing features in terms of quality and design?  What are the benefits to customers of purchasing the product/service?
  • Distribution and Delivery: Where is the product/service placed with regards to distribution, location and methods of getting the product to the customer.  Include the location of the business, shop front, distributors, logistics and/or use of the internet to sell products directly to consumers.
  • Pricing: How is the price for the product/service set?  What factors are taken into account? Is there any discounting? 
  • Market Segmentation and Positioning: What are the primary and secondary markets for your products and services?  How are customers targeted?
  • Marketing and Promotion: What methods are used to promote the product/service?  How is the effectiveness of each of these measured?

 

Assessment Task 2 – Marketing and Promotional Activity Plan and Presentations

Date handed out: Week 4                                                    

Date and time due:  Week 10 & 12

Group or Individual:  Groups of no more than 5 students.

Purpose:

This assignment will give you the experience of marketing and promotion of a product or service to an international market.  It allows you to understand how products and services are promoted and build the practical skills to do this in the workplace.

Requirements:

This is a significant assessment containing three parts: a marketing and promotional activity plan; a presentation to seek approval of the plan; and a marketing presentation.

Part 1 - Due Week 10: You will need to deliver a marketing and promotional activity plan which identifies an appropriate trade show for your business to participate in and outlines a cohesive plan for the delivery of marketing and promotional activities as part of the trade show.   The plan should be no more than 2,500 words – however may include graphs, and / or tables in addition to the word count.

Part 2 - Due Week 10: You will be required to prepare and deliver a 10 minute presentation on your marketing and promotional activity plan, seeking ’approval to proceed’ from your teacher who will act as a senior executive within your company.

 Part 3 - Due Week 12: You will be required to deliver a 15 minute marketing presentation to the class and provide associated marketing collateral - e.g a brochure. You will be required administer a survey to the class which will assess the quality of your presentation and the likelihood of purchase.

Scope:

You must complete this assignment on an Australian business that has been the recipient of an Australian Export Award – See http://www.exportawards.gov.au/.  You must not use the same company as another group so companies will need to be registered with your teacher by Week 5.

You will need to have a reasonable understanding of the products and or services of the business so you should select a business which has a reasonable amount of information on their website

Marketing and Promotional Activity Plan – Due Week 10

Your written report should:

  • Identify the most appropriate trade show for your business
  • Clearly specify why the trade show aligns with your business marketing goals, and what you expect to achieve from your presence at the trade show.
  • Include an action plan which provides details of products and services being promoted and the ancillary marketing and promotional activities that will be conducted around the tradeshow.
  • Ensure that timelines and costs for the participation in the trade show are realistic and consistent with budget resources
  • Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel

 Presentation 1: Approval of Plan – Due Week 10

Products and Services: What are the key / primary products and / or services offered by the organization.  What are their distinguishing features in terms of quality and design?  What are the benefits to customers of purchasing the product/service?

Distribution and Delivery: Where is the product/service placed with regards to distribution, location and methods of getting the product to the customer.  Include the location of the business, shop front, distributors, logistics and/or use of the internet to sell products directly to consumers.

Pricing: How is the price for the product/service set?  What factors are taken into account? Is there any discounting? 

Market Segmentation and Positioning: What are the primary and secondary markets for your products and services?  How are customers targeted?

Marketing and Promotion: What methods are used to promote the product/service?  How is the effectiveness of each of these measured?

 

Assessment Task 3 – Marketing and Promotional Activity Review and Analysis

Date handed out: Week 4                                                    

Date and time due:  Week 15

Group or Individual:  Groups of no more than 5 students.

Purpose:

This assignment will allow you to critically review your marketing and promotional planning and activities

Requirements:

You are required to prepare a short report which reviews the promotional activities conducted by your group.   The report should be no more than 1200 words and should be fully referenced.  The report can include tables in addition to the word count.

Scope:

You will be required to present a final report which reviews the promotional activities conducted by your group.  This will include:

  • Assessing the effectiveness of planning processes to identify possible improvements in future activities
  • Analysing costs and time lines and outcomes to evaluate the benefits accruing from the promotional activities
  • Analysing audience feedback and data to determine the impact of the promotional activity on the delivery of products and services
  • Proposing any changes to your activity plan that may improve the marketing outcomes.

 

 

 


Assessment Matrix

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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2,

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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is
“CAG”.
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.

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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

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
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.

Other Information

Academic Integrity
Plagiarism
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing
RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage

Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

Course Overview: Access Course Overview