Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term1 2018

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:

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


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:

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

Details of Learning Activities

A range of learning activities are planned for this course including online self-paced and collaborative classroom based activities.

The self-paced activities will be delivered through various technology platforms and may include your contribution to wikis and discussion threads, reflective journals, quizzes 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 workplace environment.

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

There are three sessions for this unit each week.  The first session is online, by logging on to your Canvas course, the second session is face-to-face, and the third session will be face-to-face, including a workshop. 

Teaching Schedule

The course BSBMKG502 Establish and adjust the marketing mix is clustered (co-delivered and co-assessed) with course BSBMKG419 Analyse consumer behaviour.

The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete the course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

The Teaching Schedule for this course is as follows:



Week beginning




9 April

Introduction to the course

  • Course requirements, documents, and Canvas access
  • Accuracy of enrollment
  • Assessment requirements
  • Reminders re: submission requirements and plagiarism
  • Reminders re: extensions, special consideration, re-submission, and appeals
  • Feedback in this course
  • Getting help


Define Marketing for the New Realities 

Marketing definitions. The new realities. Marketing intelligence. Connect with consumers and business markets




16 April

Market Segments and Targets

Consumer markets. Business and international markets. Market segments. Marketing strategy. Market targets. Differentiation and positioning.





23 April

Product and Service Strategies

Product strategies. Product and brand. New products. Service strategies.






30 April

Pricing Strategies

Price setting. New product pricing. Product-mix pricing. Pricing changes.





7 May

Distribution Strategies

The nature of logistics. The nature of marketing channels. Channel organisation. Marketing channel networks.




14 May

Promotional Strategies

The promotion mix. Advertising. Public relations. Prepare the marketing plan. Personal selling. Sales promotion. Public policy. Presenting the marketing plan.




21 May

Facilitate Assessment

Assessment 1 due.


Assessment Task 1 Communicating With Customers: Knowledge Questions

Due: 25 May 2018


28 May

Facilitate Assessment

Assessment 2 due.

Assessment Task 2 Communicating With Customers: Develop a marketing plan and Consumer Report

Due: 1 June 2018

Learning Resources

Prescribed Texts

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



Other Resources

An electronic copy of a Student Workbook is available for you to download from the Canvas course.

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 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

You are required to complete two (2) tasks.  You must successfully complete all two (2) tasks to be deemed competent in this course.

NOTE:  Details about specific tasks and assessment criteria will be included in the Canvas course.

Communicating With Customers Cluster:

TASK 1: - Knowledge questions (Individual Assessment)

This essay-answer task is to assess your knowledge of organisational policies and procedures, products and services, objectives, consumer behavior, marketing mix, statistical techniques related to marketing and to assess your knowledge of the industry, product and services, communication concepts and processes, business procedures, and objectives related to marketing.

TASK 2: Develop a Marketing Plan and Consumer Report (Individual Assessment)

This practical assessment will allow you to demonstrate your ability to develop a marketing plan and market and consumer analysis. This includes the marketing mix, reporting to senior management, monitoring metrics, target markets and segmentation, and consumer behavior and interest. For this assessment you are asked to develop a Marketing Plan and a Report to Senior Management for a new business. For the Marketing plan: 1) What do you need to know about the market? Where will you get this information? 2) How can you make consumers aware of the business? 3) How could you promote the products? 4) What is the best marketing mix for the products? 5) How will service be important and how will this be implemented? For the Report to Senior Management: 6) What are the procedures to decide on the best marketing mix? 7) Why have you selected the parts? 8) How will you monitor the marketing mix? What metrics would you use? Why use these? 9) If the market take-up is slow, what will you do? What information will you need? How would you present this to senior management?  The report will allow you to demonstrate your knowledge and ability to analyse market segments, product positioning, focus of appeal, differentiation, competitive sales, consumer interest and diversity, and business behavior. For this assessment you are to report on the following. You are working in a marketing team briefed to develop two new products. Product development: 1) What were the target market segments? 2) What was the positioning of the product in the market? 3) What was the focus of appeal? 4) What was the differentiation? 5) How would sales compete with a similar product? The consumer: 6) How is consumer interest assessed, based on consumer trends, past marketing, individual/social/cultural diversity and lifestyle influences. 7) How is business behavior related to the Marketing Plan?

Assessment Matrix

Assessment Matrix

The assessment matrix that maps all the assessment is available on Canvas.

Other Information

Submission Requirements

You should:

     • 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 the Assessment task document that includes a declaration and statement of authorship.
     • 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.

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
F (unresolved)
orm to use:

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.  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

Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result 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:;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