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
