Course Title: Develop organisational marketing objectives
Part B: Course Detail
Teaching Period: Term2 2013
Course Code: MKTG5842C
Course Title: Develop organisational marketing objectives
School: 650T TAFE Business
Campus: City Campus
Program: C6092 - Advanced Diploma of Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Elaine Holstein
9925 5155
Nominal Hours: 60
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
Course Description
This unit applies to senior marketing professionals who are responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on the internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising strategies to achieve overall business objectives.
Individuals operating at this level will generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG608A Develop organisational marketing objectives |
Element: |
2. Review marketing performance |
Performance Criteria: |
2.1.Evaluate the effectiveness of previous marketing and positioning strategies to identify lessons learned |
Element: |
1. Identify strategic direction |
Performance Criteria: |
1.1.Confirm organisation's mission, vision, purpose and values from current organisational materials or from owners, directors or senior management |
Element: |
3. Scope marketing opportunities |
Performance Criteria: |
3.1.Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business |
Element: |
4. Formulate marketing objectives |
Performance Criteria: |
4.1.Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify the nature and extent of what is to be achieved |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation’s internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities.
Details of Learning Activities
A blend of face to face and online delivery, case studies and cleint focussed projects provide a range of teaching and learning experiences.
Teaching Schedule
This schedule maybe subject to change
| Week | Date | Topic |
| 1 | 8th July | Course Induction • Course delivery and assessment details • Course support documents • Online learning environment • Grading • Plagiarism • Appeals • Extensions • Feedback • Privacy • Submission requirements • Resubmission policy • Where to get support • Student responsibilities Pre-Training Review Introductory Activities |
| 2 | 15th July | Using business strategy to drive marketing strategy understanding the inter-relationships Overview of the Marketing Planning Process |
| 3 | 22nd July | Client briefing. Understanding the political, technical and strategic environment of the business and marketing challenge for the WIL client. Group study and research session. |
| 4 | 29th July | Current situational analysis:
Evaluation of existing marketing activities |
| 5 | 5th August | Technical forces:
Impact of technology |
| 6 | 12th August | Developing and evaluating marketing objectives: Customer segmentation Customer targeting Market positioning Competitor differentiation Branding Competitive advantage – USP’s SMART framework |
| 7 | 19th August | Development of marketing tactics part 1: Product /service Pricing strategies and structure Distribution People Processes Physical evidence |
| 8 | 26th August | Development of marketing tactics part 2: Product /service Pricing strategies and structure Distribution People Processes Physical evidence
|
| Monday 2nd September until Friday 6th September Mid-semester break |
||
| 9 | 9th September | Marketing Communications Key messages Advertising Direct marketing Personal selling Sales promotion E-marketing |
| 10 | 16th September | Control and management: Resources and structure Responsibilities Budgets – developing comprehensive forecasts Project Plan of activities and scheduling Comprehensive stakeholder management plan and actions Identifying risks and developing a risk management strategy as part of plans |
| 11 | 23rd September | Review and measurement: Measurement criteria and scheduling Balanced scorecard structure & methodology Milestones Targets Supporting technology and software. |
| 12 | 30th September | Group focus development of marketing plans review and teacher/group consultation |
| 13 | 7th October | Finalise group marketing plans |
| 14 | 14th October | Preparation of client presentations within individual /group contexts |
| 15 | 21st october | Resits for major assignments if required |
| 16 | 28th October | Client presentations |
Learning Resources
Prescribed Texts
References
Other Resources
These will be provided throughour the semester
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
Assessment Tasks
TASK 1 – Group participation and leadership.
Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.
Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. They will be observed by the teacher for quality research/analysis and contribution to the discussions. In addition each week 1 group is expected to devise and lead a whole of group discussion on 1 aspect of the marketing planning process. Performance in this task will also be assessable. Topics will be developed during the first week of class
Submission Requirements: Students are required to fully participate in class activities this will be assessed through teacher observation. The parameters of the discussion content will be discussed in the first week of class.
To be deemed competent in this task students must complete participate in class activities and satisfactorily devise and lead a group discussion.
Submission Requirements: Through the discussion board and wiki facilities on Blackboard.
Task 2 – Marketing Plan draft : (Due week 9)
Working in groups on NO MORE THAN 4
Note that that assessment tasks 2 and 3 will be completed in conjunction with tasks required for BUSM6247C Develop a Business Plan.
Students are to assume the role of management consultant to the chosen WIL client for this semester. They have been engaged by this organisation to identify business and marketing opportunities and prepare comprehensive marketing plans and tactics to address the problem identified in the client brief which will be distributed in the first week of semester 2 .
To be deemed competent in this task, students must prepare a comprehensive marketing plan draft that includes:
• Clear identification of the Marketing Challenge as identified and described in the business plan prepared in BUSM6247C Develop a Business Plan.
1. Current situational analysis
2. Evaluation of marketing objectives
3. Development of marketing tactics
Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.
Task 3. Marketing Plan Final Report (Due week 14)
1. Current situational analysis
2. Evaluation of marketing objectives
3. Development of marketing tactics
4. Marketing Communications – including budget estimate
5. Control and management – including project and stakeholder management plans
6. Review and measurement
Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.
This assessment task also incorporates an engaging client presentation of the key findings and recommendations. Details will be discussed during the semester
Note that once the assessment has been handed in client presentations will be held in week 16.
It also includes formal deliverables to the client, the details of which will be discussed during the semester.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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, OHS2345C Ensure safe workplace, Page 1 of 10
Assessment Matrix
Marking guides will be presented and discussed during the first weeks of classes.
Other Information
Note this subject is clustered with MKTG5841C Develop A Marketing Plan
Course Overview: Access Course Overview