Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

School: 650T Vocational Business Education

Campus: City Campus

Program: C5358 - Diploma of Business

Course Contact: Sylvia Baroutis

Course Contact Phone: (03) 9925 5469

Course Contact Email: sylvia.baroutis@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 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

Element:

2. Determine marketing mix for specific markets

Performance Criteria:

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

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 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



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 may be delivered through various technology platforms and may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities may include group discussion, group problem solving activities and opportunities to practice your skills in simulated work-based activities.


Teaching Schedule

This course is clustered with the unit BSBMKG419 Analyse Consumer Behaviour.

Week

Date (w/b)

Topic/Learning Outcomes

Assessments

1

 Not applicable

 

 

2

 Not applicable

 

 

3

 Not applicable

 

 

4

 Not applicable

 

 

5

 Not applicable

 

 

6

 Not applicable

 

 

7

 Not applicable

 

 

8

 Not applicable

 

 

9

Sept 4
(Course Week 1)

Introduction to the course including:

Course requirements and support documents/resources

Reminder – Blackboard access

Accuracy of enrolment – name on SATS roll

Assessment requirements/cover sheets

Reminder re plagiarism/appeals

Extensions/r-submissions

Feedback in this course

Getting help

 

Defining marketing for the new realities

Capturing marketing Insights

Connecting with consumers and business markets

 

10


Sept 11
(Course Week 2)

Identifying market segments

 

  

Online - Foundation Skills - Teamwork

Identifying market targets

 

 

11

Sept 18
(Course Week 3)

Product and service strategies

Online - Foundation Skills - Research

Product and service strategies II

 

 

12

Sept 25
(Course Week 4)

Pricing strategies (Price)

Online - Foundation Skills - Writing

Distribution Strategies (Placement)

 

 

13

Oct 2
(Course Week 5)

Promotional strategies (Promotion)

Online - Foundation Skills - Presentation

Promotional strategies II

 

 

14

Oct 9
(Course Week 6)

Applying knowledge and skills

Online - foundation Skills - Writing

Summary of the course

WIP – Assessment 1

 

 

 

15

Oct 16
(Course Week 7)

Applying knowledge and skills

Online - Foundation skills - Assessments

WIP – Assessment 2

Assessment Task 1 - Marketing Plan - Due 20 October 2017 (Individual assessment)

 

16

Oct 23
(Course Week 8)

 

Applying knowledge and skills

Online - Foundation skills - technology

Working on Resits/Resubmits (if required)

 

Assessment Task 2 - Presentation due Session 1 of this week (Individual assessment)

17

Oct 30

Review

 


Learning Resources

Prescribed Texts

Principles of marketing 6e, Armstrong et al, Pearson Australia 2015

9781486002696


References


Other Resources


Overview of Assessment

 

Performance Evidence
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.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.


Knowledge Evidence
To complete the unit requirements safely and effectively, the individual 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.

Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
 office equipment and resources
 organisational and marketing strategic plans
 case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements.

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

There are two assessment tasks for the Cluster:

Assessment Task 1: Marketing Plan (Individual Assessment) - Due: 20 October 2017

The context of this assessment is developing a Marketing Plan for a small online business with similar products.  The purpose of this assessment is to provide students with the following:

  1. The ability to evaluate each component of the marketing mix
  2. The skills to determine the marketing mix for a specific market
  3. Knowledge of how to monitor and adjust the marketing mix
  4. The knowledge and skills to analyse consumer behaviours

Assessment Task 2: Presentation (Individual Assessment) - Due 23-27 October 2017 (during the first session of this week) (Individual Assessment)

The context of this assessment is presenting a Marketing Plan for a small online business with similar products to a panel of investors.  The purpose of this assessment is to provide students with the following:

  1. The ability to plan, rehearse, and present with clarity and persuasiveness
  2. The ability explain consumer behaviour and the marketing mix
  3. The ability to present statistical information to analyse marketing information
  4. The ability to explain marketing communication concepts to gain a consumer response

 


Assessment Matrix

Other Information

Submission Requirements

Ensure that you submit assessments on or before the due date.

Always retain a copy of your assessment tasks (hard copy and soft copy)

When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship.  You must complete, sign and submit a cover sheet with all work to submit for assessment, whether individual or group work.  On the cover sheet you declare that the work you are presenting for assessment is your own work.  An assignment cover sheet for submission of each assessment task is available on Blackboard.

Each page of your assessment should include a footer with your name, student number, the title of the assessment, unit code and title and page numbers.  For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure a safe workplace, page 1 of 10.

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: http://www.rmit.edu.au/stduents/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
F (unresolved)
orm to use:  http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmission (VE Programs)

If you are found to be Not Yet Competent in a Course Assessment Task (or you do not submit/attend) 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. 

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.

Grading and re-submissions

Re-submissions do not contribute to your overall grade for the course.

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:

More information: http://rmit.edu.au/browse;ID=7us

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; this gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

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.

 

Course Overview: Access Course Overview