Course Title: Manage the marketing process
Part B: Course Detail
Teaching Period: Term1 2016
Course Code: MKTG7912C
Course Title: Manage the marketing process
School: 650T Vocational Business Education
Campus: City Campus
Program: C6145 - 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
Joe Rosagrata
Ph: 99255476
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
Course Description
This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.
It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG603 Manage the marketing process |
Element: |
2. Manage marketing personnel |
Performance Criteria: |
2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel 2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort 2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives 2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard 2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes |
Element: |
1. Manage marketing performance |
Performance Criteria: |
1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation 1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives 1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements 1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met |
Element: |
3. Evaluate and improve strategic marketing performance |
Performance Criteria: |
3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required 3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance 3.3 Analyse over‑performance against targets for trends and set new targets 3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives 3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.
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.
<See below for weekly schedule and topics) >
Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy
Teaching Schedule
| 1 | 8 Feb | • 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 (2) Pre-Training Review • Includes skills analysis and Recognition of Prior Learning and Credit Transfers (3) Introduction to the course |
| 2 | 15 Feb | Current situational analysis Evaluation of existing marketing activities Market condition evaluation Customer analysis Competitor analysis Marketing Technology and systems employed |
| 3 | 22 Feb | WIL Client – Presentation – 1 Hr + questions Technical forces Impact of technology Adoption and use of technology |
| 4 | 29 Feb | Developing and evaluating marketing objectives: Customer segmentation Customer targeting Market positioning Competitor differentiation Branding Competitive advantage – USP’s SMART framework Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 5 | 7 Mar | Development of marketing tactics part 1: Product /service Pricing strategies and structure Distribution People Processes Physical evidence Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 6 | 14 Mar | Development of marketing tactics part 2: Product /service Pricing strategies and structure Distribution People Processes Physical evidence Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 7 | 21 Mar | Marketing Communications Key messages Advertising Direct marketing Personal selling Sales promotion E-marketing Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| Mar 25 – Apr 1 | Semester break | |
| 8 | 4 Apr | 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 Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 9 | 11 Apr | 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 Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 10 | 18 Apr | Review and measurement: Measurement criteria and scheduling Balanced scorecard structure & methodology Milestones Targets Supporting technology and software. Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 11 | 25 April | Marketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 12 | 2 May | Marketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 13 | 9 May | Marketing Project Planning Workshop - Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 14 | 16 May | Assignment – Workshop (market trends/peste search 2) Group Reporting (A Weekly - Minutes of meeting and contribution table to be included) |
| 15 | 23 May | Revision and Review (market trends/peste search – 3)
Presentations – (Class selections for final presentation) |
| 16 | 30 May | Resubmissions and resits/revision Presentation to Client (Final) |
Learning Resources
Prescribed Texts
References
Other Resources
Based on WIL projects and class material (provided) also student directed learning and support
Relevant learning resources will be placed on the online learning hub (Blackboard) progressively throughout the semester. You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.
Overview of Assessment
This course is co-delivered and co-assessed with MKTG7915C Develop a Marketing Plan; and MKTG7914C Develop Organisational Marketing Objectives
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 must provide evidence of the ability to:
- monitor marketing performance across an organisation by comparing performance against key performance indicators
- effectively communicate marketing objectives to relevant personnel in accordance with organisation requirements
- provide feedback, mentoring and coaching to staff
- capitalise on over-performance or minimise under-performance against marketing objectives.
Knowledge Evidence
To complete the unit requirements effectively, you must:
- summarise economic, social and industry directions, trends and practices
- outline different organisational structures, roles, responsibilities and policies
- describe own/relevant industry product and service knowledge
- explain principles of marketing, strategic analysis and strategic management
- summarise statistical and data evaluation techniques to measure marketing performance.
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
The following units are codelivered and co-assessed: MKTG7915C– Develop a Marketing Plan – (BSBMKG609); MKTG 7914C– Develop Organisational Marketing Objectives; (BSBMKG608) MKTG7912C– Manage the Marketing Process – (BSBMKG603)
This course has <THREE> assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
Assessment Task 1 – Marketing Plan Draft
Date handed out: Week #2/3
Date and time due: Week #8
Group or Individual: This is a group assessment to be completed in groups of no more than 3 persons.
Purpose:
The purpose of the assessment is to allow students to write a draft version of the planned final marketing plan which is to be presented to a client. It should cover the key variables applicable to a marketing plan including strategic objectives and strategy and tactics as applicable to the brief provided by the client, which aims to resolve the marketing problem from the brief
The draft marketing plan should be in marketing plan report format and cover all variables applicable to a marketing plan (except appendix). Word length will vary although should not exceed 5000 -7000 Students must engage on a fortnightly basis through development and inclusion of meeting minutes, which must be discussed and developed both in-class and weekly in groups.
Assessment Task 2 – Marketing Plan
Date handed out: Week #2/3
Date and time due: Week #12
Group or Individual: This is a group assessment to be completed in groups of no more than 3 persons.
Purpose:
The purpose of the assessment is to allow students to write a final version of the planned final marketing plan which is to be presented to a client. It should cover the key variables applicable to a marketing plan including strategic objectives and strategy and tactics as applicable to the brief provided by the client, which aims to resolve the marketing problem from the brief.
The final marketing plan should be in marketing plan report format and cover all variables applicable to a marketing plan (except appendix). Word length will vary although should not exceed 5000 -7000 (including updated review from discussions during meeting times (as per class group activity)
Assessment Task 3 – Presentation (Client)
Date handed out: Week #9
Date and time due: Week #13 + week 15 to client (where applicable)
Group or Individual This is a group assessment to be completed in groups of no more than 3 persons. However, this will be individually assessed.
Purpose:
This assessment allows students to present a brief version of key details of the final marketing plan report to the client.
Requirements:
Students are required to individually (as a group) present their findings of the marketing plan report to the client which aims to showcase student skills to present to a real-world WILL project client.
Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent.
Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration.
Ensure that you submit assessments on or before the due date.
Retain a copy of your assessment tasks.
Each page of your assessment you should include footer with your name(s), student number(s), 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.
Resubmissions:
If you are found to be Not Yet Competent 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.
Final Date for All Assessments.
Unless the Late Submission Procedures (see below) are applied, no assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.
Assessment Matrix
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
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: 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
Course Overview: Access Course Overview