Course Title: Establish and adjust the marketing mix
Part B: Course Detail
Teaching Period: Term2 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
Using lectures, in-class exercises, videos and self-study, students develop or enhance the interpersonal skills required to negotiate work goals with staff, and provide feedback and coaching on the job.
Students may work in groups and share their prior work experience and learning while undertaking case study exercises.
Teaching Schedule
Week Date Topics Resources Competencies
0 25 June Overview of course and assessments BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
1 2 July Marketing concepts
Creating and capturing customer value Armstrong et al Chapter 1 BSBMKG502B/01
BSBMKG502B/03
2 9 July Company and marketing strategy Armstrong et al Chapter 2 BSBMKG502B/01
BSBMKG502B/02
3 16 July Analysing the marketing environment Armstrong et al Chapter 3 BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
4 23 July Consumer and business buyer behaviour Armstrong et al Chapter 5 BSBMKG502A/01
BSBMKG502A/02
5 30 July STUDENT STUDY WEEK - NO FORMAL CLASSES
Customer-driven marketing strategy - segmentation, targeting, and positioning
Armstrong et al Chapter 6 BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
6 6 August ONLINE CLASS - Products, services, and brands Armstrong et al Chapter 7 BSBMKG502A/01
BSBMKG502A/02
7 13 August Products, services, and brands
New products Armstrong et al Chapters 7 & 8 BSBMKG502A/01
BSBMKG502A/02
8 20 August Pricing Armstrong et al Chapter 9 BSBMKG502A/01
BSBMKG502A/02
9 27 August MID TERM BREAK
10 3 September Placement Armstrong et al Chapter 10 BSBMKG502A/01
BSBMKG502A/02
11 10 September Promotion - Advertising and PR Armstrong et al Chapter 11 BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
12 17 September Personal selling and sales promotion Armstrong et al Chapter12 BSBMKG502A/02
BSBMKG502A/03
13 24 September Direct and digital marketing Armstrong et al Chapter13 BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
14 1 October Sustainable marketing - Ethics and Compliance Armstrong et al Chapter14 BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
15 8 October Final Assessment
MANDATORY ATTENDANCE BSBMKG502A/01
BSBMKG502A/02
BSBMKG502A/03
16 15 October Feedback and review
Learning Resources
Prescribed Texts
Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler, Pearson Education, 2010 |
References
Other Resources
1. Handouts and exercises will be given in classs as appropriate
2. myRMIT Blackboard
3.The Learning Lab is a learning and study skills site developed by the Learning Skills Unit offering online interactive tutorials, printable handouts and an email Learning Query service. The site is helps students develop capabilities for tertiary study. http://www.dlsweb.rmit.edu.au/lsu/
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
Competency Based Assessment
Important
Assessments will incorporate a variety of methods including written reports, documentation, and practical problem solving exercises.
There will be three assessments:
1. Case Study - Due week 3
Students will read the case study in Armstrong et al, Principles of Marketing, 5edn Pages 71-73 and answer the five questions
2. Marketing Plan - Due week 15
Students will prepare a Marketing Plan for a product/service of their choice. You are recommended to use a product/service from your workplace if possible. Details of marketing Plans and sample Marketing Plans will be discussed in class
3. Case study - Week 15
There will be an in-class case study/essay to answer to assess your knowledge and interpretation of the Marketing Mix. Attendance is mandatory
Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Juliet Wiggins S123456, Task 2, MKTG5811C, Establish and Adjust the marketing Mix, Page 1 of 10.
Assessment Matrix
Form of assessment Competency Due
Case study BSBMKG502A/1/2/3 Week 3
Marketing Plan BSBMKG502A/1/2/3 Week 15
Case study BSBMKG502A/1/2/3 Week 15
Course Overview: Access Course Overview