BSB60215 Advanced Diploma of Business

BSB60215 Advanced Diploma of Business

BSBMKG603

Manage the Marketing Process

ONLINE SELF STUDY WORKBOOK

Mode | Online Delivery

  • The concept and process:
    • Marketing management
    • Organisational structures, roles, responsibilities and policies
  • Key provisions of relevant legislation from all forms of government: Overview
    • Anti-discrimination legislation and principles of equal opportunity, equity, and diversity
    • Australian direct marketing association (ADMA) direct marketing code of practice
    • Australian e-commerce best practice model
    • Australian government policy framework for consumer protection in electronic commerce
    • Confidentiality requirements
    • Copyright laws
    • Defamation laws
    • Free TV Australia commercial television industry code of practice
    • Privacy laws
    • Sweepstakes regulations
    • Trade practices act

Based on your research, answer the following questions:

  • Review and discuss samples cases from ATO legal database on marketing law contravention
  • Research and compile the required legislative information code on one specific marketing method – e.g. Direct marketing
  • Managing Marketing Performance:
    • Structure and components of a marketing plan
    • Developing and analysing Key Performance Indicators (KPIs)
  • Developing a coherent marketing process:
    • Integrating marketing,
    • Promotional and sales activities
    • Setting and evaluating product
    • Distribution
    • Pricing and marketing communication policies
  • Use marketing metrics to analyse marketing performance:
    • Client Service Grid
    • Key Client Matrix
    • Decision Matrix
    • Business Strategy Matrix
    • Marketing Strategy Matrix
    • Marketing Forces
    • Boston Consulting Group Matrix
  • Principles of marketing, strategic analysis and strategic management
  • Analysing economic, social and industry directions, trends and practices
  • Using statistical and data evaluation techniques to measure marketing performance
  • Managing marketing personnel:
    • Developing and implementing communication strategies
    • Defining roles, responsibilities and accountability of marketing staff
    • Assigning and communicating responsibilities according to the marketing plan
    • Providing support
    • Providing training and development opportunities
    • Understanding performance management systems
    • Evaluating individual performance
    • Evaluating team performance

Based on your research, answer the following questions:

  • Compare two marketing plans and discuss their features
  • Provide examples of marketing metrics
  • Conduct a SPELT analysis on an organisation of your choice
  • Develop KPIs to measure marketing objectives
  • Case Study: Marks and Spence: The Role of Training and Development in Career Progression: Discussion
  • Develop Metrics from sample marketing data

Activity 3:

Online Research

  • Evaluating and improving strategic marketing performance:
    • Analysing and revising marketing outcomes
    • Review strategic objectives and marketing metrics
  • Identifying and remedying marketing performance issues
  • Setting and evaluating marketing targets
  • Analysing marketing data and trends for strategic planning
  • Evaluating marketing performance against KPIs
  • Developing and implementing strategies to improve marketing performance
  • Developing communication skills to consult with marketing managers, supervisors, and workgroup members
  • Developing leadership and teamwork skills to effectively lead and manage marketing team

Based on your research, answer the following questions:

Discuss: The Top-down approach to marketing performance analysis Discuss: The marketing metrics continuum

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