Course Title: Develop a marketing plan
Part B: Course Detail
Teaching Period: Term1 2017
Course Code: MKTG7915C
Course Title: Develop a marketing plan
School: 650T Vocational Business Education
Campus: City Campus
Program: C6155 - Advanced Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 5175
Course Contact Email: Julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Elaine Holstein
Ph: 9925 5155
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 research, develop and present a marketing plan for an organisation.
It applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives.
Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.
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 |
Learning Outcomes
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
Teaching Schedule
|
|
Weekly schedule of content and assessments
BSBMGT616 Develop and implement strategic plans BSBMKG609 Develop a marketing plan Semester 1 2017 |
|
Week number |
Week beginning |
Topic |
Assessments |
1 |
6th Feb |
Course Induction Overview of the specific technology required for this course
Introductory Activities Team work/communications ice-breaker
|
|
2 |
13th Feb |
Using business strategy to drive marketing strategy understanding the inter-relationships of an organisation’s key strategic planning documents
Overview of the business planning process Overview of the Marketing Planning Process
|
Assessments 1, 2 and 3
|
3 |
20th Feb |
Business plan deconstructed
|
Assessments 1, 2 and 3 Task 1 commences and continues throughout the semester |
4 |
27th Feb |
Business plan deconstructed
|
Assessments 1, 2 and 3 |
5 |
6th March |
Developing our marketing plan
Creating the vision Engaging the vision Developing and marketing objectives: Identifying and engaging key stakeholders Application to product/service lifecycle
|
Assessments 1, 2 and 3
|
6 |
13th March |
Current situational analysis:
Evaluation of existing marketing activities Market condition evaluation Customer analysis Competitor analysis Marketing Technology and systems employed
Technical forces: Impact of technology Adoption and use of technology
|
Assessments 1, 2 and 3 |
7 |
20th march |
Developing a competitive position- the heart and mind of the customer
Customer segmentation Customer targeting Market positioning Competitive advantage – USP’s Competitor differentiation Branding
|
Assessments 1, 2 and 3 |
8 |
27th March |
Development of marketing tactics part 1:
Product /service Pricing strategies and structure Distribution People Processes Physical evidence
|
Assessments 1, 2 and 3
|
9 |
3rd April |
Development of marketing tactics part 2:
Product /service Pricing strategies and structure Distribution People Processes Physical evidence
|
Assessment 2 due
|
10 |
10th April |
Marketing Communications
Key messages Advertising Direct marketing Personal selling Sales promotion E-marketing
|
Assessments 1 and 3 Task 2 part 1 due
|
|
|
Mid semester break and Easter 13-19 April |
|
11 |
24th April |
Control and management:
Resources and structure Responsibilities Budgets – why develop 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 |
Assessments 1 and 3
|
12 |
1st May |
Review and measurement:
Measurement criteria and scheduling Balanced scorecard structure & methodology Milestones Targets Supporting technology and software.
|
Assessments 1 and 3
|
13 |
8th May |
Group focus development of marketing plans review and teacher/group consultation |
Assessments 1 and 3
|
14 |
15th May |
Finalise group marketing plans |
Assessments 1 and 3
|
15 |
22nd May |
Preparation of client presentations within individual /group contexts |
Task 3 Task 2 Part 2 Due
|
16 |
29th May |
Client presentations
resits of major assignments if required
|
Task 3 Due continued
|
Learning Resources
Prescribed Texts
References
Other Resources
Resources will be provided to students throughout the semester as required.
Overview of Assessment
In order to achieve competency in this unit, you must show evidence of:
Performance Evidence
Evidence of the ability to identify organisational objectives and:
• devise, document and present a marketing plan including:
• evaluation of marketing opportunity options
• marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives
• marketing tactics that are legal, ethical, achievable and can be reviewed
• costs, scheduling, responsibilities and accountabilities for tactics
• strategic use of marketing approaches and marketing mix
• rationale for objectives and chosen strategies and tactics
• adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
• summarise organisational structure, products and services and overall strategic and marketing objectives
• outline common marketing opportunity options including:
• strategic alliances and cooperative business models
• new products or services to target specific markets
• greater market penetration with existing products or services
• take-overs
• new businesses and franchising
• other options relevant to the organisation
• outline common marketing strategies and marketing approaches
• explain processes to ensure marketing strategies, approaches and marketing mix align to organisation’s objectives and are legal, ethical and achievable
• outline the legislative and regulatory context of the organisation as relevant to the marketing plan
Assessment Tasks
Assessment task 1
Student lead workshops
Completed in groups of 2 or 3
Due date: weekly from week 3
This task will be completed in groups of 2 and involves the selection of a content area of interest to the student group workshop topic from those presented on the group wiki. Students will then research the selected topic and run a 30 minute mini workshop for the broader class group. They must include a combination of both informal (verbal presentation) and formal (written format) communications. Students must also seek audience questions and be prepared with answers that demonstrate some understanding of the topic in question.
Assessment task 2 parts 1 and 2
Developing and implementing strategic plans
Part 1 - 23:59 Sunday 9th April 2017
This part of the assessment is worth 40% of the total course grade
Part 2 – 23:59 Thursday 25th May
This part of the assessment is worth 40% of the total course grade including the presentation which is worth 15%
Groups assignment no more than 3
This task will be completed in groups of 3. It is the first part of a 2 part major assessment. 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.
Assessment 2 will be completed in 2 parts
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
Further information regarding the application of the grading criteria will be provided by your teacher.
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=7usdbki
Course Overview: Access Course Overview