Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term1 2017

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: julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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

None

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

Element:

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 in relation 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 for success

1.7. Analyse and test the effect of the components of marketing mix on each other, and establish their relative importance to customer base

Element:

2. Determine marketing mix for specific markets

Performance Criteria:

2.1. Identify and asses environmental factors for their impact on marketing mix

2.2. Identify consumer priorities, needs and preferences that affect 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

Element:

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 evaluation of market response

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

This unit is clustered with COMM5966C (BSBCMM401) Make a Presentation which covers the skills and knowledge required to prepare, deliver and review a presentation to a target audience.

 

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.  

We expect you to participate and contribute in all scheduled learning activities.
 


Teaching Schedule

 Week

Week Commencing

Topics

Assessment

1

6 Feb

Introduction to the course

(Overview of marketing)

 

2

13 Feb

The External marketing environment

 

3

20 Feb

Product concepts (Goods & Services)

 

4

27 Feb

Pricing Concepts

 

5

6 Mar

Place/Distribution 

(Marketing channel decisions)

 

6

13 Mar

Promotions mix

 

7

20 Mar

Segmentation, Targeting & Positioning

 

 

8

 

 

27 Mar

Student consultation session (Assess.1)

Assessment 1 due date 2 Apr. Sunday 11.59pm 

 

9

 

 

3 Apr

Make a presentation#1

(Types of presentations)

   

 

 

 

10a

 

 

10 Apr

 

Make a presentation#2

(Structure & Process)

 

 

13 Apr to

19 Apr

Mid-Semester Break

 

 10b

20 Apr

Make a presentation#2

(Structure & Process)

 

11

24 Apr

Make a presentation#3

(Finer Skills)

 

12

1 May

 

Class presentation                               (Mini presentation - Open Topic)

 

13

8 May

Student consultation session (Assess.2)

Assessment 2 due date 14th May, Sunday 11.59pm.

14

15 May

WIL Project presentation #1

Assessment 3

(Group A)

15

22 May

WIL Project presentation #2

Assessment 3

(Group B)

16

29 May

Feedback and Resubmissions

 


Learning Resources

Prescribed Texts


References


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

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

Assessment 1

Assessment Task 1 – Research answers to set marketing activities

Date handed out: Week 1

Date and time due: Week 8 (2 Apr.2017: Sun.11.59pm.)

 

Group or Individual: Group (Maximum 3 students)      

 

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:

Each group is given the option to select and complete any 4 activities out of 9. However, out of the 4 questions, 1 and 3 are compulsory. Students will be required to research answers to a set of activities which analyses components of the marketing mix. Word limit for each question is between 500 to 1,000 words. Only include key points. Each activity/exercise must have it’s own reference section. Include a reference page.

 

Assessment 2

Assessment Task 2 – Individual group WIL project

Date handed out:  Week 2

Date and time due: Week 13 (14 May 2017: Sun.11.59pm.)

Group or Individual: Group (Maximum 3 students)

                          

Purpose:

This assignment will allow you to demonstrate an understanding of how to establish and adjust the marketing mix of the client’s business.

 

Requirements:

The second assessment task will require students to submit a partial marketing plan with emphasis on establishing and adjusting your proposed marketing mix, market segments, target market and positioning to the client’s business effectively. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given.

positioning to the group’s WIL project client’s business effectively.

 

Assessment 3

Assessment Task 3 – WIL project presentation

Date handed out:  Week 10

Date and time due: Weeks 14 &15

Group or Individual: Individual

                          

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 on their WIL project.

Students will be assessed individually and are required to provide a hard copy of the notes to the class teacher before the presentation.


Assessment Matrix

Course Overview: Access Course Overview