Course Title: Market new business ventures
Part B: Course Detail
Teaching Period: Term2 2023
Course Code: MKTG9331C
Course Title: Market new business ventures
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
School: 525T Business & Enterprise
Campus: City Campus
Program: C4421 - Certificate IV in Entrepreneurship and New Business
Course Contact: Theresa Lyford
Course Contact Phone: +61 3 9925 5444
Course Contact Email: theresa.lyford@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Course Contact Name: Jye Marshall
Course Contact Email: jye.marshall@rmit.edu.au
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
Nil
Course Description
This unit describes the skills and knowledge required to develop and implement a marketing strategy that is integrated into the business plan in order to improve the performance of a business venture. It involves analysing and interpreting market data.
The unit applies to those establishing a business providing self-employment, as well as those establishing a new venture as part of a larger organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBESB404 Market new business ventures |
Element: |
1.Develop marketing strategy for business venture |
Performance Criteria: |
1.1 Identify focus of marketing activities according to business plan objectives and products and/or services being provided 1.2 Establish marketing objectives in consultation with required people and according to business plan and workplace procedures 1.3 Identify customer base, target market and competitors according to identified marketing objectives 1.4 Establish and evaluate strategy to ensure ethical and cultural appropriateness and alignment with customer and industry expectations |
Element: |
2.Establish marketing mix for the business venture |
Performance Criteria: |
2.1 Assess product mix, volumes and pricing opportunities according to marketing focus and business plan objectives 2.2 Research and evaluate costs and benefits of available distribution channels and customer service strategies 2.3 Select marketing and promotional activities to suit target market and according to marketing strategies 2.4 Analyse customer journey to evaluate marketing mix |
Element: |
3.Implement marketing strategy |
Performance Criteria: |
3.1 Plan marketing activities according to marketing objectives and strategy and budgetary requirements 3.2 Communicate roles and responsibilities to required people according to marketing plan and workplace procedures 3.3 Monitor implementation of marketing activities according to marketing plan 3.4 Assess use of digital devices, platforms and technologies for effectiveness in implementing marketing activities |
Element: |
4.Evaluate marketing performance |
Performance Criteria: |
4.1 Assess business performance according to business plan objectives 4.2 Develop a plan to address performance gaps 4.3 Analyse stakeholder response to all aspects of marketing mix to improve targeting and outcomes 4.4 Assess changes in customer requirements in both online and offline environments, where applicable, and identify opportunities for improvement |
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.
Details of Learning Activities
This unit within the Certificate IV in Entrepreneurship and New Business requires you to develop and implement a marketing strategy that is integrated into a business plan in order to improve the performance of a business venture. It involves analysing and interpreting market data to provide industry-ready solutions. Throughout the duration of the session times; there will be an opportunity to participate and collaborate as a group; You will participate in learning activities such as: Group discussions and working in pairs, collaborative design thinking, experimenting with key marketing strategies, sound-boarding ideas, presenting to the class, and individual written tasks. The skills and knowledge from this unit equip you with the ability to market your own business venture.
Teaching Schedule
This unit is co-delivered with SIRXOXM005 Develop a basic website for customer engagement. Please refer to your timetable for class times and room allocation. It is expected that you attend all classes to get the best learning experience, and be assessed as competent for the unit. Please notify your teacher of an expected absence.
Week |
Week Commencing |
Topics |
Assessment |
1 |
24/07 |
Introduction to the Course and Assessment Tasks Overview of a Marketing Strategy Content Management Systems Search Engine Optimisation |
|
2 |
31/07 |
Brand Guides and Style Guides WordPress Themes Development of a Marketing Strategy |
|
3 |
07/08 |
Develop a Folder Structure Develop a Sitemap Web Browsers, Search Engines and Web Crawlers Establish and Evaluate a Marketing Strategy |
|
4 |
14/08 |
Principles of Effective Web Design How to Drive Navigation to Featured Content |
|
5 |
21/08 |
Digital Marekting Strategy Domain Names and URLs WordPress.com - Create a Web Page |
Assessment Task 1 Due (BSBESB404) Written Questions |
6 |
28/08 |
Establish the Marketing Mix Uploading and Downloading Creating Content Copywriting |
|
7 |
04/09 |
Assessment Task 2 Briefing Implement Marketing Strategy Prepare Requirements Report |
|
8 |
11/09 |
Evaluate Marketing Performance Clarify Client for Website Work on Assessment Task 2 |
|
9 |
18/09 |
Web Standards Web Content Accessibility Guidelines Usability Requirements |
Assessment Task 1 Due (SIRXOSM005) Prepare Digital Content for a website |
10 |
25/09 |
Work on Assessment Task |
|
11 |
02/10 |
SEO: Research Keyword Ranking Content Development in WordPress |
|
12 |
09/10 |
Content Development in WordPress |
Assessment Task 2 Due (BSBESB404) Marketing Strategy |
13 |
16/10 |
Content Refinement in WordPress
|
Assessment Task 3 Due (BSBESB404) Project Presentation and Role Play |
14 |
23/10 |
Testing the Website Mandatory: AT3 Part B will be conducted in class. |
Assessment Task 2 Due (SIRXOSM005) Develop a client Website |
15 |
30/10 |
Mandatory: AT3 Part B will be conducted in class. |
|
16 |
06/11 |
Resubmissions only |
|
17 |
13/11 |
Resubmissions only |
|
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral/written presentations and through the application of learned skills and insights. Full assessment briefs will be provided and can be found on CANVAS.
Assessment Tasks
A comprehensive assessment document with all requirements will be provided at the commencement of classes and uploaded to the Canvas shell. This section will just provide a high-level summary of the assessment tasks. This unit is delivered as a clustered unit with SIRXOXM005 Develop a basic website for customer engagement.
Assessment Task 1: Written Questions
This assessment task provides you with an opportunity to demonstrate your knowledge of the unit by answering open-book knowledge questions. The knowledge questions address your understanding of developing marketing objectives, identifying industry market trends, communicating roles and responsibilities, key features of a marketing mix, ethically and culturally appropriate practices relating to marketing, and a range of analysis methods for marketing strategies.
Assessment Task 2: Written Questions
| AT2 PART A: Develop Marketing Strategy for a Business Venture | Part A using a word processor, the Marketing Strategy Template and a business plan, you will prepare a draft Marketing Strategy as outlined in Canvas. Please ensure that you provide a range of at least three digital technology options as part of your marketing strategy. This assessment is designed to allow you the ability to demonstrate your skills and knowledge for planning and organising your own workload, identifying ways of sequencing and combining elements for greater efficiency. |
| AT2 PART B: Marketing Strategies | Part B you will answer questions as outlined in Canvas about key features of the draft marketing strategy from Part A. You will also complete an attached roles and responsibilities template using the template provided and information provided in Assessment 2, Part A, and a business plan. |
| AT2 PART C: Establish Marketing Mix | Part C using a word processor and the Marketing Mix for the new Financial Training business (product) Template provided, you are required to establish the marketing mix for the new training business venture using your suggested marketing strategies. You must provide benefits of available distribution channels and customer service strategies. Please ensure that you have selected marketing and promotional activities to suit the target market and according to marketing strategies as outlined in your previous tasks. |
| AT2 PART D: Implement Marketing Strategy |
Part D using a word processor, a Marketing Budget, the implementation plan of the marketing strategy report template, and the information provided in the Canvas instructions, you must demonstrate your knowledge and skills to develop an implementation plan for the marketing strategy. You are required to complete the report using four of your suggested marketing activities:
|
Assessment Task 3: Develop Project Presentation
| AT3 PART A: Develop Project Presentation |
Using PowerPoint (or a similar program) and the Presentation Information requirements attachment in Canvas, you are required to prepare the information for a presentation in AT3 Part B. The Powerpoint will summarise the development and implementation of the marketing strategy for the new business venture, addressing the various activities in the digital environment.
|
| AT3 PART B: Presentation and Role Play |
The final assessment you will conduct a role play, and record your presentation with another person. You must demonstrate that you can clearly articulate the Marketing Strategy, the Implementation Plan and the Evaluation of marketing performance. You will have 15 minutes to conduct the presentation and, where possible, get the other person to ask questions concerning your presentation. You must demonstrate your ability to present ideas and requirements clearly and use language and non-verbal techniques appropriate to the audience and environment. You must be able to use questioning and listening to check and confirm understanding. |
Conditions for Assessment
This is an individual assessment. You must not copy the work of others. (For more information regarding Academic Integrity please refer to RMIT Academic Integrity Guidelines).
You will be assessed as satisfactory or not satisfactory.
You will have the opportunity to resubmit any part deemed unsatisfactory (one resubmit is allowed per unit).
You can seek clarification or guidance from the assessor about the instructions regarding this assessment task.
Contact your assessor at least one week prior to the assessment due date if you feel you require special allowance, allowable adjustment or extension of time to this task.
Assessment Matrix
A detailed assessment matrix can be found in the Canvas shell, and provided on request.
Other Information
Academic Integrity and Plagiarism
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the Academic Integrity and Plagiarism policy.
https://www.rmit.edu.au/students/my-course/assessment-results/academic-integrity
Attendance
Your course involves participating in face-to-face classes. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to successfully complete this course.
Special consideration policy (Late submissions)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. All applications for Extension of Time are to be submitted to the Program Coordinator, Ms Suzanne Bevacqua - Email: suzanne.bevacqua@rmit.edu.au
Special Consideration
Special consideration is an assessment adjustment for unexpected circumstances that are outside your control, which: have a significant adverse impact on your performance in assessment or prevent you from attempting or submitting the assessment.
RMIT Sustainability Commitment
In adherence with RMIT’s commitment to sustainability, trainers will seek to incorporate environmental concerns in the facilitation of this course. These include, but are not limited to:
• Conserving natural resources
• Using recycled materials wherever possible
• Minimising pollution
• Applying energy savings measures
• Reducing waste
Students are encouraged to identify and follow environmental and resource efficient ways of working whilst studying this course.
Course Overview: Access Course Overview