Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Chris Lee

Phone: 99255471

Nominal Hours: 60

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 determine the optimum marketing mix for a business through analysis of interrelated marketing components.

It applies to individuals in marketing management roles who are responsible for developing marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities are identified.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG502 Establish and adjust the marketing mix


1. Evaluate each component of marketing mix

Performance Criteria:

1.1 Identify key characteristics of products or services and estimate their significance to the market 1.2 Review pricing policy and analyse pricing variables to determine their effect on demand 1.3 Analyse promotional methods to determine their importance to marketing outcomes 1.4 Review channels of distribution and estimate their significance to marketing outcomes 1.5 Identify and analyse level of customer service provision to determine its significance to marketing outcomes 1.6 Identify potential customer base and key pressure points 1.7 Analyse and test effect of components of marketing mix on each other, and establish their relative importance to customer base


2. Determine marketing mix for specific markets

Performance Criteria:

markets 2.1 Identify and assess environmental factors, and their impact on marketing mix 2.2 Identify consumer priorities, needs and preferences affecting marketing mix 2.3 Consider product, pricing, promotional, distribution and service variations, and evaluate these against marketing objectives, target market characteristics and desired positioning 2.4 Select marketing mix that best satisfies target market and meets marketing objectives 2.5 Ensure marketing mix decision meets organisational, strategic and operational marketing objectives


3. Monitor and adjust marketing mix

Performance Criteria:

3.1 Monitor marketing mix against marketing performance and isolate components for testing 3.2 Evaluate implications of altering one or more components of marketing mix in relation to market factors and consumer response 3.3 Adjust components of marketing mix in response to test results and market-response evaluation 3.4 Ensure adjusted marketing mix meets budgetary requirements 3.5 Ensure adjusted marketing mix continues to meet organisational, strategic and operational marketing objectives, and desired positioning

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to determine the optimum marketing mix for a business through analysis of interrelated marketing components.

Details of Learning Activities


A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.


Teaching Schedule



Week Commencing




4 Jul

Introduction to the course (Overview of marketing)



11 Jul

The External marketing environment



18 Jul

Product concepts (Goods & Services)



25 Jul

Pricing Concepts



1 Aug


(marketing channel decisions)



8 Aug

Promotions mix



15 Aug

Segmentation, Targeting & Positioning







22 Aug

Student Consultation session

(Assessment Task 1)

Assessment Task 1 due

28 Aug. Sun. 11.59pm 


29 Aug to

4 Sep

Mid-Semester Break



5 Sep

Make a presentation#1 Theory



12 Sep

Make a presentation#2 Theory



19 Sep

Make a presentation#3 Theory



26 Sep

Preparation for ‘The Great Debate’ (Assessment Task 2)



3 Oct

The Great Debate

(Mandatory assessment 2)

Assessment Task 2 due week 13


10 Oct

Preparation for ‘The Big Presentation’



17 Oct

The Big Presentation

(Mandatory assessment 3)

Assessment Task 3 due week 15


24 Oct

Feedback and Resubmissions





Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • report on activities undertaken to establish a marketing mix in an organisation, including information on each element of the mix, such as:
    - customer service levels
    - product or service distribution
    - product or service pricing
    - additional products or services, if any
    - product or service promotion
  • report on success of marketing mix activities developed, including coverage of any necessary adjustments made.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • outline organisational policies, procedures, products and services related to marketing
  • describe principles and concepts of marketing such as consumer or buyer behaviour and elements of marketing mix
  • outline and explain statistical techniques used to gather and analyse marketing information.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

 This course is co-delivered and co-assessed with COMM5966c - Make a Presentation


Assessment Task 1 – Research answers to set marketing activities

Date handed out: Week 1

Date and time due: Week 8 (28 Aug.2016: Sun.11.59pm.)

Group or Individual: Groups of no more than 4 persons.

Purpose:This assignment will allow you to demonstrate an understanding of how to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix.

Requirements: You are required to research answers to a set of activities which analyses components of the marketing mix. Answer all 6 activities/exercises. Maximum word limit for each question is 800 words (minimum 500 words). Only include key points. Each activity/exercise must have it’s own reference section. Include a reference page.


Assessment Task 2 – The Great Debate

Date handed out:  Week 2

Date and time due: Week 13 (During class time.)

Group or Individual: Groups of no more than 3 persons.                  

Purpose: This assignment is to demonstrate your ability to prepare an argument in support of a case and to listen and respond to counter-arguments. This will provide students valuable preparation, organization and listening skills as well as public presentation experience.

Requirements: This assessment requires students to participate in a formal debate as part of a three-member team. Students will be assessed individually and are required to upload their notes with the RMIT assessment cover sheet and also provide a hard copy of the notes to the class teacher before the debate. The recognised rules of debating will apply. Each speaker will present between 3 and 4 minutes. As in formal debates, each speaker will have a specific role to fill. The teams and topics will be decided in week 9,10 and 11.


Assessment Task 3 – The Big Presentation

Date handed out:  Week 12

Date and time due: Week 15

Group or Individual: This assignment is to be completed individually.  

Purpose:This assignment will allow students to demonstrate their presentation skills. This will provide students valuable experience in the tasks involved in preparing and delivering a professional presentation, as well as the experience of making the presentation to their peers.

Requirements:Students will be required to make a presentation between 8 to 10 minutes on a given topic or a topic of their choice.

Students will be assessed individually and are required to upload their notes with the RMIT assessment cover sheet and also provide a hard copy of the notes to the class teacher before the presentation. All the skills and processes discussed in class will be evaluated as part of the assessment. These include verbal and non-verbal skills, visuals, structure and audience engagement.

Important – This assessment will only take place in class in week 15. All students must be present on that day to participate and receive a grade.


Assessment Matrix


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.

Marking Guide (Grading): After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – 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.

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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs): If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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.

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:;ID=7usdbki1

Course Overview: Access Course Overview