Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG5807C

Course Title: Develop a marketing plan

School: 345T Media and Communication

Campus: City Campus

Program: C6087 - Advanced Diploma of Screen and Media

Course Contact : Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Arthur Michalopoulos

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


Course Description

This unit of competency, Develop a marketing plan BSBMKG609A is delivered in the class Design Studio 4, together with Manage the marketing process BSBMKG603B and Establish the creative vision for screen productions CUFDRT601A. The aim of this course is to give students the opportunity to make preparations for the transition into the work force. Students will undertake the planning and marketing of the end of year graduate exhibition.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG609A Develop a marketing plan


1. Devise marketing strategies

Performance Criteria:

1.1 Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
1.2 Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources
1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5 Ensure strategies align with organisation's strategic direction
1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against mark


2. Plan marketing tactics

Performance Criteria:

2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible
2.2 Identify coordination and monitoring mechanisms for scheduled activities
2.3 Ensure tactics are achievable within organisation's projected capabilities and budget
2.4 Ensure tactics meet legal and ethical requirements
2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets, and allow marketing targets to be adjusted if necessary


3. Prepare and present a marketing plan

Performance Criteria:

3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
3.3 Present marketing plan for approval in the required format and timeframe
3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe

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. You will have the ability to develop a marketing plan and marketing material, both as an individul and for group projects.

Details of Learning Activities

Learning activities will consist of:

peer teaching and class presentations
group discussion
online research
independent project based work
teacher directed group activities/projects
class exercises to review discussions/lectures
workshopping of students’ own projects


Teaching Schedule


Class content

Please note: the courses, BSBMKG609A Develop a marketing plan and BSBMKG603B Manage the marketing process, are co-delivered and assessed.

Assignment due dates






Identity teams

Assignment 01: Marketing Research
Due today end of class (Name, team members. Required Research etc)

Introducing: Assignment 02: Develop a marketing plan for the end of year exhibition, proposal and presentation

Due: Assignment 01: Marketing Research
Into the drop box.
2Brainstorm of Exhibition ‘Identity’ ideas
- Appropriate name for Graduate exhibition
- Overall Design for posters, invites, DVD etc
3Present rough concept(sketches, colour palette, images etc)
Presentation & feedback
4Update & preparation for week 5 presentations (complete/tweaks) 31
5Presentation of Assignment 02. All groups to present. All students must attend and vote on Graduate exhibition identity 2012.Due: Assignment 2 Develop a marketing plan for the Graduate exhibition, proposal and presentation (final draft due week 16)31
6Introduce Assignment 03 Individual marketing plan 2,31
7Work on Assignment 03 Individual marketing plan 2,32
8Work on Assignment 03 Individual marketing plan 2,31,3
9Work on Assignment 03 Individual marketing plan

Work on Assignment 03  Individual marketing plan

10Work on Assignment 03 Individual marketing plan 2,31
11Work on Assignment 03 Individual marketing plan 2,32
12Present Assignment 03 Individual marketing plan 2,3 
13Introducing Assignment 04 Develop marketing material

 Assignment 03 Individual marketing plan

final submission week 16

14Work on Assignment 04 Develop marketing material 2,32
15Work on Assignment 04 Develop marketing material 2,32
16Work on Assignment 04 Develop marketing material

 Assignment 04 Develop marketing material


Assignment 2 Develop a marketing plan for the Graduate exhibition, proposal (final draft)

Assignment 03: Assignment Individual marketing plan
Final submission.




Learning Resources

Prescribed Texts


You are advised to look at the course Blackboard site for ongoing updated information.

Other Resources

Overview of Assessment

Assessment is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through group and individual projects and through the application of learned skills and insights to your assessment tasks. Full assessment briefs will be provided and can be found on My RMIT.

Assessment Tasks


Formative Assessment task:

Assignment 01: Marketing Research
(see assignment brief on Blackboard for complete details)

Assignment 04: Develop marketing material
Analyse requirements for individual marketing plan and create branding elements. elements. Presentation, and analysis of branding in relation to Personal marketing plan.

Grades which apply to courses delivered in accordance with competency-based assessment (not_graded)

CA Competency Achieved

NYC Not Yet Competent

DNS Did Not Submit Assessment.

Summative assessment task:

Assignment 03: Assignment Individual marketing plan
(see assignment brief on Blackboard for complete details)

Note: Assignment 02: Develop a marketing plan for the Graduate exhibition, proposal and presentation is a summative assessment task for Manage the Marketing Process course code: MKTG5806C.
(See assignment brief on Blackboard for complete details)

Grades used in this unit are as follows:

Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competent with Pass
NYC Not yet competent
DNS Did Not Submit for Assessment

(See assignment briefs on Blackboard for complete details)

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration


Other Information

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.

Cover Sheet for Submissions
All students must complete a submission cover sheet for each piece of submitted work.

Plagiarism - RMIT has a strict policy on plagiarism. For more information on this policy go to Academic Integrity

All students have access to the myRMIT copyright shell. The myRMIT copyright shell contains information on copyright, plus also examples on how to use copyright works as part of your projects and assignments.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Please refer to the following URL for extensions and special consideration:

Course Assessment Committee/Program Advisory Board
These committees promote the early identification of students who are not achieving acceptable academic performance. The Course Assessment Committee provides identified students with assistance and seeks to ensure such students are aware of the range of support services available to them at the University.

Student Feedback
Students are offered opportunities to provide feedback through a variety of mechanisms including online surveys conducted at the end of each course or semester, student complaints and Student Staff Consultative Committees

Course Overview: Access Course Overview