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

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


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
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


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


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 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





Introduction/outline/getting ready for SKYPE session




M1C – SKYPE tues am

M1A/B group interactivity

Research Approaches




Research methods continued inc competitor analysis




Structure survey/pilot survey

LC absent




SWOT PEST (LE to cover Monday 5<sup>th</sup> March)




4P’s – product

Individual Assessment – report on research methods



4P’s – price




4P’s – promotion





4P’s – place




Activity planning, scheduling








Group Marketing Plan due in

Group Assessment



Adjust marketing plan – individual reflection

3<sup>rd</sup> assessment (individual)




Assessment for Make a Presentation (Jack Shearer)









Learning Resources

Prescribed Texts

Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012
Zikmund, Marketing Research


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