Course Title: Develop a marketing plan

Part B: Course Detail

Teaching Period: Term1 2020

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: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Elaine Holstein



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 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


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


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

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

 This course is clustered (co-delivered and co-assessed) with BUSM7927C Develop and implement a strategic plan. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities. 

Weekly schedule of content and assessments  Develop and implement strategic plans and Develop a marketing plan

Semester  1 2020 


Week number

Week beginning




10th Feb

Course Induction

Overview of the specific technology required for this course

Introductory Activities

Team work/communications ice-breaker



17th 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

Pit stop 1


24th Feb

Developing our marketing plan

Creating the vision

Engaging the vision

Developing marketing objectives:

Identifying and engaging key stakeholders

Application to product/service lifecycle

Client briefing



2nd March

Current situational analysis:

Evaluation of existing marketing activities

Market condition evaluation

Customer analysis

Competitor analysis

Marketing Technology and systems employed

Technical forces:

Pit stop 2


9th March

9 March Labour Day public holiday (Monday)

Developing a competitive position- the heart and mind of the customer

Customer segmentation

Customer targeting

Market positioning

Competitive advantage – USP’s

Competitor differentiation




16th March

Assessment consolidation

Assessment 1 due

Pit stop 3


23rd March

Development of marketing tactics part 1:

Product /service

Pricing strategies and structure




Physical evidence



30th March

Development of marketing tactics part 2:

Product /service

Pricing strategies and structure




Physical evidence

Pit stop 4

9 a and b

9th September

9-15 April Mid-semester break* - includes Easter

10 April Good Friday public holiday

13 April Easter Monday public holiday

14 April Easter Tuesday RMIT holiday

16 April Classes resume (Thursday)

Marketing Communications

Key messages


Direct marketing

Personal selling

Sales promotion


Pit stop 5



20th April

Assessment consolidation

Assessment 2 due

Pit stop 6


27th April

Control and management:

Resources and structure


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




4th May

Review and measurement:

Measurement criteria and scheduling

Balanced scorecard structure & methodology



Supporting technology and software.





11th May

Group focus development of marketing plans review and teacher/group consultation




18th May

Preparation for group presentations

Assessment 3 due


25th May

Practice run and feedback with Elaine

Individual Interviews



1st June

Client presentations




8 June Queen's Birthday public holiday (Monday)

resits of major assignments if required





Learning Resources

Prescribed Texts


Other Resources

All resources will be available in CANVAS.

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

This course is clustered (co delivered and co assessed) with BUSM7927C Develop and implement a strategic plan

Assessment 1:  Develop a Strategic Plan Background and analysis Due 23:59 Friday week 6

This assessment is designed to build on the strategic and analytics skills that you have developed in the diploma of Marketing and Communications. It is the capstone assessment that brings together stakeholder management, project management and problem solving in the context of the completion of suits of strategic planning documents relevant to addressing a WIL client brief.

This task will be completed in groups of up to 5. It is a 3 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 strategic plans and tactics to address the problem identified in the client brief which will be distributed in the first week of the semester

Assessment 2  : Develop a Strategic Plan recommendations, stakeholders and project planning Due 23:59 Friday week 10


Assessment 3:  Develop a Strategic Plan Budget, Measurement and client presentation


A formal business report addressing the issues identified that has been well formatted and presented to a high standard

  • The marking guide and planning structure provided in canvas is a structure and content template and process for the report.
  • Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
  • This will need to be presented in word or PDF with no less than 10 point type.


As an integral part of this assessment six “review pit stops” will be conducted during class time. Three for ass 1 and 3 for ass 2 and an individual formal interview for assessment 3. Each group member will chair one of the pit stop meetings held with the client (the teacher). Schedule for pit stop meeting dates is contained in the weekly schedule of content and assessments which can be found at the beginning of the course materials section.

  • Criteria for what constitutes a successful pit stop meeting will be discussed during class in weeks 1 and 2
  • While the project itself will receive an overall group grade, individual grades will be adjusted downwards accordingly by 10% for each meeting missed, for any group member who does not participate in all three pit stop meetings or does not chair a successful pit stop meeting.
  • Pit stop meeting notes are to be included with the assessment

 Formal report:

Uploaded on to Canvas either a word document or PDF. Canvas does not support any other report writing software. A formal client presentation is also required

Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) which means students forfeit their rights to a re submission and will automatically fail the course..  
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

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:   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:   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:   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.    Your assessment grades will be:   Satisfactory Not satisfactory Did not Submit   Final grades    Final Grades table:     CA Competency Achieved – Not 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.

Course Overview: Access Course Overview