NEW SOUTH WALESTECHNICAL AND FURTHER EDUCATION COMMISSION

17136QMarketing simulation

SYLLABUS

5-Jan-2009

MODULE DETAILS

• Module Name: Marketing simulation• NSW Module No : 17136Q • Field of Education Code: 080505 Marketing• RELATIONSHIP TO COMPETENCY

STANDARDS: the Business Services Training Package (BSB01)

• Unit Code: BSBMKG504A, BSBMKG505A• Name of unit: Implement a marketing solution,

Review marketing performance• Nominal Student Hours: 40 hours

MODULE PURPOSE/OUTCOME

This module provides learners with the skills and knowledge needed to implement their marketing knowledge and skills in a simulated marketing environment. This module also provides learners with the challenges of organising and managing an effective marketing decision making team.

On completion of this module learners will be able to:1. Use current and relevant market information to develop an

outline of an appropriate strategic marketing plan for a specified organisation

2. Make appropriate and timely marketing decisions for a specified organisation

3. Make appropriate decisions to effectively implement a specified organisation's marketing plan

LEARNING OUTCOME DETAILS Learning Outcome 1

• Use current and relevant market information to develop an outline of an appropriate strategic marketing plan for a specified organisation.

Assessment Criteria:1.1 Undertake an analysis of the available market information,

develop clear marketing objectives for a specified organisation1.2 Nominate target markets for a specified marketing

organisation1.3 Develop an appropriate positioning for a specified

organisation and its products1.4 Develop an outline of an appropriate marketing mix for a

specified marketing organisation

LEARNING OUTCOME DETAILS

Learning Outcome 2• Make appropriate and timely marketing decisions for a

specified organisationAssessment Criteria:2.1 Develop an appropriate decision making process to ensure

that effective development, monitoring and adjustment of marketing strategy can occur

2.2 Absorb all information relevant to making effective periodic marketing decisions2.3 Assess the marketing strategy implications of all available

information2.4 Make marketing decisions for a specified organisation

according to the requirements of a marketing plan2.5 Monitor market information received against strategies and objectives set out in the marketing plan.

LEARNING OUTCOME DETAILS Learning Outcome 3

• Make appropriate decisions to effectively implement a specified organisation's marketing plan.

Assessment Criteria:3.1 Make initial strategic and tactical marketing decisions for a

specified organisation3.2 Review the outcomes of previous decisions made by a specified

organisation and its competitors3.3 Evaluate marketing performance for a specified organisation

against objectives, budgets and changing customer requirements3.4 Adjust marketing decisions for a specified organisation in order

to improve marketing performance against objectives, budgets and changing customer requirements

Module Assessment Grade Code 72

• This is a Category D assessment • Student Records requires a Class Mark only.• The Class Mark is locally set and locally marked.

• Results are reported as DISTINCTION, CREDIT, PASS, FAIL.

GRADE CLASS MARK (%) DISTINCTION >= 83 CREDIT >= 70 PASS >= 50 All other cases FAIL• (>= means a mark of "more than or equal to")

Assessment Events

Event

NumberName Weighting

Due Date

1 Marketing Plan

30% TBA

2Period Decisions

20% TBA

3 End of Year Analysis Reports

30% TBA

4 End of Game Analysis

20% TBA

Assessment Events' CommentsEvent 1: Marketing Plan

The following description is provided as guidance, and may be adapted to meet specific requirements and circumstances.

Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment report.

For this event, learners will be required to provide evidence that they can develop a marketing plan for the life of their organisation. All aspects of a workable marketing plan should be included.

The plan should contain both marketing strategies and tactics for the organisation. It should also outline the organisational structure decided upon the group.

The evidence should be provided by a written plan submitted within two quarters of the commencement of the game. The plan may also utilise any relevant marketing plan software. If this is delivered on-the-job then the plan will be due before any marketing decisions are made.

Assessment Events' CommentsEvent 2: Period Decisions

Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment report.

For this event, learners will be required submit decisions for their organisation on a regular basis. These decisions should be submitted on time and should implement the strategies from the organisations marketing plan.

The evidence may be provided through a submission of the decisions as and when specified by the teacher. Only one decision is required from each group for each period.

If the computer-based simulation is used, then decisions should be submitted on a regular basis ensuring that the full scope of the game is played out. For example, the MikesBikes simulation requires around 8-12 weekly decisions to demonstrate a full range of marketing circumstances.

Assessment Events' CommentsEvent 3: End of Year Analysis Reports

Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment report.

For this event, learners will be required to undertake an analysis of the organisations marketing performance at the end of each year's decisions. This analysis should contain show any variances from the marketing plan (planned and unplanned) and an explanation as to why these occurred.

The evidence should be provided by a written report submitted by the group.

Assessment Events' CommentsEvent 4: End of Game Analysis

Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment report.

For this event, learners will be required to evaluate their organisation's performance as well as their own over the period of the game. Factors such as commitment, achievement of objectives, learning and adaptation of strategies could be included.

The evidence should be provided by a written report submitted by each learner after the last decision has been made.

PREREQUISITES

17136A Marketing principles

17136D Marketing mix

17136M Strategic marketing

17136N Managing marketing programs

CONTENT

- Introduction to the business simulation process and this specific simulation

- Preparation of marketing plans

- Group formation and organisational structure

- Period one decisions

- Review of period one decisions

- Remaining period decisions

- Review of final outcomes.

Module teaching programSession

Teaching Time

Topic

1 3 hours Introduction to the subject & set up

2 3 hours Strategic planning – Approach

3 3 hours Strategic planning - Forecasting

4 3 hoursDraft Strategic plans due at start of class,

Decision 1 due, end of class

5 3 hoursStrategic plans due at end of class for marking

Decision 2 due end of class

6 2 hours Decision 3 due end of class

7 2 hours Decision 4 due end of class

8 2 hoursDecision 5 due end of class

Decision 6 due end of class

9 2 hoursDecision 7 due

Decision 8 due

Module teaching programSession

Teaching Time

Topic

10 2 hoursDecision 9 due

Decision 10 due End-of-year-4 Board Report due end of class.

112 hours

Decision 11 due Decision 12 due

12 2 hoursDecision 13 due

Decision 14 due

13 2 hoursDecision 15 due

Decision 16 due

14 3 hoursPresentation of results.

Work on Strategic plan, next 4 years update

15 3 hoursWorking on strategic plan update

Presentations for Launch Comms Plan due

16 3 hoursStrategic plan – Next Four Years

Presentations to class