Course Title: Identify and evaluate marketing opportunities
Part B: Course Detail
Teaching Period: Term2 2023
Course Code: MKTG6127C
Course Title: Identify and evaluate marketing opportunities
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.
See Canvas
School: 525T Business & Enterprise
Campus: Tullamarine - Essendon Edu Acd
Program: C5406 - Diploma of Business
Course Contact: Steven Hansen
Course Contact Phone: +61 3 9925 5705
Course Contact Email: steven.hansen@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Claire Gourlay
claire.gourlay@rmit.edu.au
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 describes the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations.
The unit applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media 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: |
BSBMKG541 Identify and evaluate marketing opportunities |
Element: |
1. Explore marketing opportunities |
Performance Criteria: |
1.1 Analyse information on market and business needs for marketing opportunities 1.2 Identify potential new markets 1.3 Apply innovative approaches relevant to the development of potential marketing opportunities |
Element: |
2. Evaluate marketing opportunities |
Performance Criteria: |
2.1 Identify and analyse opportunities for organisational fit according to organisational goals and capabilities 2.2 Analyse the viability of each opportunity 2.3 Determine probable return on investment and potential competitors 2.4 Select marketing opportunities according to outcomes of viability analysis, return on investment and competition |
Element: |
3. Evaluate required changes to current operations |
Performance Criteria: |
3.1 Seek feedback from relevant stakeholders 3.2 Incorporate feedback received for current operations and take advantage of viable marketing opportunities 3.3 Review current operations and document changes needed 3.4 Identify resource requirements for marketing opportunities 3.5 Document and communicate viability of marketing opportunities to key stakeholders |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations.
Details of Learning Activities
This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
The course syllabus provides you with information about:
- When classes are held, and what topics are covered each week
- What learning materials and activities need to be completed; and,
- What assessments are due
This Digital Marketing Course (cluster) is co delivered and co assessed as a combination of these 3 units:
BSBMKG541 - Identify and evaluate marketing opportunities (RMIT Course Code: MKTG6127C)
BSBMKG546 - Develop social media engagement plans (RMIT Course Code: MKTG6130C)
SIRXMKT005 - Develop a marketing strategy (RMIT Course Code: MKTG6128C)
This course is part of Essendon Education Academy's Dual Diploma Program:
BSB50120 - Diploma Business (RMIT Program Code: C5406EFC) and
BSB50420 - Diploma of Leadership & Management (RMIT Program Code: C5407EFC)
Week |
Topic |
Activities |
Assessment |
Week 1 |
Introduction to course and assessments · Digital marketing vs social media · Social Media Trends |
Social media trends |
Brief all assessments |
Week 2 |
Marketing strategy introduction: · Understanding Internal and external environment · Analysis (SWOT, Porters, Pestle) |
Industry research using IBISworld Organisation research using IBISworld SWOT activity PEST activity |
Teacher will assist you how to choose an organisation for AT’s |
Week 3 |
SMART objectives Segmentation and Target markets - Personas |
SMART objectives Target market Create a persona |
|
Week 4 |
Social and digital media behaviour of different target markets |
Social media Behaviour presentations Impact on SM strategy |
|
Week 5 |
Finding and evaluating new marketing opportunities using innovative techniques - ROI |
Ansoff activity Brainstorm activity ROI activity |
|
|
Week 6 (PH Mon) |
Legal and ethical considerations in digital marketing. |
Ethical considerations Organisation Code of conduct Legislative impact on SM marketing |
|
Week 7 |
Organisational change. Presenting ideas for feedback workshop
|
In class assessment
|
AT1 In class presentations Report Due Sunday |
Week 8 |
Social Media engagement plan
|
Social media strategy SEO activity Journey map activity Facebook activity Instagram activity
|
Full brief AT2 |
Week 9 |
Social Media engagement plan
|
Pinterest activity Snap chat activity FB live Vs Youtube Email campaign |
|
| Mid Semester Break ( April 7- April 14) | |||
Week 10 |
Social Media engagement plan
Influencer marketing |
Hashtags Website content evaluation TRIBE activity |
|
|
Week 11 (PH Tues) |
Social Media engagement plan · scheduling · Metrics and monitoring software |
FB live Vs Youtube Social Me EP activity |
|
Week 12 |
Marketing Strategy development · Mission, Vision, goals · SWOT - TOWS |
Mission Vision research Mission Vision in practice SWOT and TOWS
|
AT 2 Due Sunday
|
Week 13 |
Marketing Strategy development
People – roles and responsibilities |
Marketing mix for an organisation Business team – roles and responsibilities |
Full brief AT3 |
Week 14 |
Implementing and Monitoring the Marketing plan |
Budget Monitoring |
|
Week 15 |
Assessment Task 3 workshop |
|
AT 3 Due Sunday |
Week 16 |
Feedback and resubmissions |
|
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources and updated Due Date will be available in Canvas.
Overview of Assessment
In order to achieve competency in this unit, you must provide:
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- identify and evaluate at least three marketing opportunities.
In the course of the above, the candidate must:
- comply with organisational policies and procedures
- communicate and document potential of identified marketing opportunity to relevant stakeholders.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
- how to calculate the financial viability of marketing opportunities
- return on investment
- financial and marketing data
- organisational structure, products and services
- principles of marketing and marketing mix
- statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
- legislation, regulations, standards and codes for marketing
- workplace marketing documentation and resources relevant to performance evidence.
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
This Digital Marketing Course (cluster) is co delivered and co assessed as a combination of these 3 units:
BSBMKG541 - Identify and evaluate marketing opportunities (RMIT Course Code: MKTG6127C)
BSBMKG546 - Develop social media engagement plans (RMIT Course Code: MKTG6130C)
SIRXMKT005 - Develop a marketing strategy (RMIT Course Code: MKTG6128C)
This course is part of Essendon Education Academy's Dual Diploma Program:
BSB50120 - Diploma Business (RMIT Program Code: C5406EFC) and
BSB50420 - Diploma of Leadership & Management (RMIT Program Code: C5407EFC)
There are three assessments for this cluster
Assessment 1 Marketing opportunity and strategy report
Due: Week 7 in class presentation, Report Sunday
In this task students are required to research and analyse their chosen organisation and industry, this research will also focus on target market understanding. To do this, students are required to write a report based on the questions provided. In Week 7 class students will present their ideas to colleagues for feedback.
There are five parts to this assessment
- Part 1 Research and analysis of current environment
- Part 2 Target Market
- Part 3 Client requirements - Marketing strategies and Opportunities
- Part 4 Changes to current organisation
- Part 5 – Seek Feedback from Stakeholders (Week 7 in class )
Assessment 2 Social Media Engagement Strategy
Due: Week 12 Sunday
In this task students are to develop a social media engagement plan that incorporates the strategic recommendations outlined in Assessment Task 1 for a sporting organisation. There are two parts to this assessment.
- Part 1 – Prepare Social media Engagement strategy.
- Part 2 – Social Media Engagement strategy
Assessment 3 Develop a Marketing Strategy Document
Due: Week 15 Sunday
Students are to prepare a marketing strategy for your organisation used in AT1 and AT2. In building your marketing strategy you will be incorporating some research and analysis that you have completed as part of AT1 and AT2.
There are 2 parts to this assessment – Part A and Part B.
Part A consists of a marketing plan document - Use the marketing plan template provided (refer to AT3 Marketing Plan Template). You can use information from AT1 and AT2 in the strategy, however if required incorporate feedback from your assessor.
Part B consists of feedback from stakeholders and benchmarking your strategy (refer to AT3 Marketing Plan Template).
Produce a report of no more than 2000 words and upload on Canvas.
Assessment Matrix
The assessment maps for all the assessment is available on CANVAS. Submission Requirements You should:
- Ensure that you submit all assessments on or before the due date.
- Always retain a copy of your assessment tasks. (hard copy and/or soft copy)
- When you submit work for assessment at RMIT University you need to use the Assessment task document / submission template 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.
- All submission must by uploaded via the respective Assessment Pages on CANVAS.
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.
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:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory in all 3 assessments to be competent in this course.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
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.
Further information regarding the application of the grading criteria will be provided by your teacher in class.
Course Overview: Access Course Overview