Course Title: Establish and adjust the marketing mix
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5811C
Course Title: Establish and adjust the marketing mix
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@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 required
Course Description
This unit applies to individuals in marketing management roles responsible for developing the marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities have been identified.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG502B Establish and adjust the marketing mix |
Element: |
1. Evaluate each component of the marketing mix |
Performance Criteria: |
1.1.Identify key characteristics of products or services and estimate their significance to the market |
Element: |
2. Determine marketing mix for specific markets |
Performance Criteria: |
2.1.Identify and asses environmental factors for their impact on marketing mix |
Element: |
3. Monitor and adjust marketing mix |
Performance Criteria: |
3.1.Monitor marketing mix against marketing performance and isolate components for testing |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to determine the optimum marketing mix for a business through analysis of inter related marketing components.
Details of Learning Activities
This unit is clustered with Profile a Market and Conduct Market Research.
Students will undertake transnational project - required to undertake research to identify the market, scope and identify trends / opportunities. Use that information as the basis of constructing a marketing plan to answer the brief provided by an industry client.
Teaching Schedule
Week |
Topic |
Assessments |
1 |
Introduction/outline/getting ready for SKYPE session |
|
2
|
M1C – SKYPE tues am M1A/B group interactivity Research Approaches |
|
3
|
Research methods continued inc competitor analysis |
|
4
|
Structure survey/pilot survey LC absent |
|
5
|
SWOT PEST (LE to cover Monday 5<sup>th</sup> March) |
|
6
|
4P’s – product |
Individual Assessment – report on research methods |
7
|
4P’s – price |
|
8
|
4P’s – promotion
|
|
9
|
4P’s – place |
|
10
|
Activity planning, scheduling |
|
11
|
contingency |
|
12
|
Group Marketing Plan due in |
Group Assessment |
13
|
Adjust marketing plan – individual reflection |
3<sup>rd</sup> assessment (individual) |
14
|
Presentations |
Assessment for Make a Presentation (Jack Shearer) |
15
|
Feedback |
|
16
|
Resubmissions |
|
Learning Resources
Prescribed Texts
Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012 |
References
References will be provided inclass |
Other Resources
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
Assessment Tasks
Assessment tasks have been adjust to answer the brief of the industry client.
1. Research report
2. Marketing Plan
3. Presentation
Assessment Matrix
Course Overview: Access Course Overview