Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG7996C

Course Title: Develop a marketing plan

School: 375T Vocational Design and Social Context

Campus: City Campus

Program: C6151 - Advanced Diploma of Screen and Media

Course Contact: Nat Bates

Course Contact Phone: +61 3 9925 3326

Course Contact Email: nat.bates@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nicole McKinnon

nicole.mckinnon@rmit.edu.au

ph: 9925 4375

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

In this course you will cover the skills and knowledge required to research, develop and present a marketing plan for an organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG609 Develop a marketing plan

Element:

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 the organisational performance against marketing objectives

Element:

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

Element:

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

This course consists of 2 Units of Competency that are clustered together for delivery and assessment. The other unit of competency in this clustered course is: CUAPPR603 Engage in the business of creative practice

 

In class learning activities may include, but are not limited to:

• lectures and/or lab work
• teacher directed group activities and projects
• concept development of group and individual projects
• group discussions and class presentations
• peer and teacher feedback
• WIP (work in progress) reviews
• self directed online, library and industry research
• self directed project production work and reflection

Out of class activities may include, but are not limited to:

• maintaining secure daily backups of all assessment and project data to your RMIT Google Drive account
• accessing online tutorial resources
• self directed online, library and industry research
• self directed project production work and reflection
• class excursions to events and locations outside of RMIT


Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

WeekTopicClass detailAssessment  Tasks  due 
1

 

Introduction to Launch Pad 

 

Intro – introduction to AT1 Create a Business and Marketing Research, Evaluation and Analysis Document & Presentation

Start to consider the kind of business you would develop.

Start to consider the branding

A look at Showreels & Resumes

 
2

Business structures

 What are they? – what are they and which one would best suit you.

 
3 Create your business

Come up with your business and scope:

  • Business name
  • Define your business
  • Consider and research specialist areas
  • Define your clients
  • Evaluate the creative and business skills you need
  • business’s strategic directional objectives
  • consider financial considerations
  • Useful financial models
 
4

Market research

- marketing relevant to the Interactive Digital Media industries.

- marketing on a low budget

- legal issues that need to be considered

- evaluating marking approach

Business Branding – logo design

 
5 WIP for AT1

WIP – review work in progress of AT1 and preparing for the presentation

Finalise document. 

 
6

 


Business and Marketing Pitch presentation

Business and Marketing Pitch presentation

  • Introduce your business and invite feedback in class.
  • Briefly outline your marketing research and receive feedback
  • logo design / or key artwork for your company
  • A mock-up of the logo being used on 2 different platforms (for example: banner for Facebook, business card, letter head, etc)

You will be assessed through observation for this part of the assessment against the following Criteria:

 

  1. I) Demonstrate that you foster a collaborative culture collaborating with others
  2. II) Demonstrate you can interact effectively with a range of professional practitioners

III) Demonstrate the choice of appropriate language to discuss creative business ideas

  1. IV) Demonstrate the building rapport with others during the presentation.

 

Finalise the feedback you received at the presentation and include it in the assessment task documentation. 

AT1: Create a Business and Marketing Research, Evaluation and Analysis Document & Presentation

7 Legal, Ethics and Rights and Marketing plan preparation

Introducing AT2: Create a Legal, Ethics and Rights report and Marketing Plan Preparation.

 

8

Legal, Ethics and Rights and Marketing plan preparation

Measuring business success & Legal ethics and moral rights and responsibilities

 
9 Marketing plan preparation

Marketing Plan preparation such as:

  • Tactics, strategies
  • Scheduling tactics
 
10

Marketing Plan preparation:

Marketing Plan preparation:

  • Measuring and costing marketing
 
11 WIP Presentation AT2

WIP Presentation to teacher and students and receive and document feedback 

AT2: Create a Legal, Ethics and Rights report and Marketing Plan Preparation.
12 Financial Opportunities & Marketing Plan

Introducing AT3: Consider Financial Opportunities and prepare and present a Marketing Plan.

 

Consider Financial Opportunities:

  • Financing and costing when establishing a small business
  • Your future

Local and global opportunities

 
13 Financial Opportunities & Marketing Plan

Consider Financial Opportunities:

  • Emerging platforms
  • Resources

Prepare a marketing Plan Marketing branding

Showreels and Resumes

 

 
14 Marketing Plan Material

Work Preparing Marketing plan and Marketing branding

Showreels and Resumes
 
15 Marketing Plan Material 

Work Preparing Marketing plan and Marketing branding

Showreels and Resumes

 

16

Presentation of the Marketing plan

  Presentation of the Marketing plan

AT3: Consider Financial Opportunities and prepare and present a Marketing Plan.

17 Review

 Review

 


Learning Resources

Prescribed Texts


References


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.


Assessment Tasks

Students enrolled in Vocational Education and Training qualifications are assessed for Competency.  To be assessed competent means you have consistently demonstrated the required knowledge and skills at a standard expected in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.

 

AT1 - Create a Business and Marketing Research, Evaluation and Analysis Document & Presentation

In this assessment task, you are required to undertake Research, Evaluation and Analysis for the intention of creating your own business and developing the marketing for that business included in a document and presented. You will be given a template to complete.

Due week 6

 

AT2 - Create a Legal, Ethics and Rights report and Marketing Plan Preparation

You will consider the legal, ethics & moral rights and responsibilities when developing a small business and produce a report and undertake preparation for your Marketing Plan.

Due week 11

 

AT3 - Consider Financial Opportunities and prepare and present a Marketing Plan

In this assessment task you are required to investigate and write about the financial considerations and opportunities for your small business and finalising the material that you have developed in the two previous assignments and prepare and present a Marketing Plan.

Due week 16

 

Graded assessment in this course uses the following grades:

CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit


Assessment Matrix

The assessment matrix for this course demonstrates alignment of assessment tasks with the unit of competency. These matrices are available through Program Administration.

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters.

Attendance:
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises. You are strongly advised to attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.

Information about your studies:
You can access My Studies through the RMIT website for information about timetables, important dates, assessment dates, results and progress, Canvas etc. https://www.rmit.edu.au/students

Assessment:
Information on assessment including Special consideration, Adjustments to assessment, (eg. applying for an extension of time): https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment

Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.

Credit Transfer and Recognition of Prior Learning:
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.

Course Overview: Access Course Overview