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

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

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

1                  2 July               Marketing concepts
                                             Creating and capturing customer value                                        Armstrong et al Chapter 1             BSBMKG502B/01

2                  9 July               Company and marketing strategy                                                  Armstrong et al Chapter 2              BSBMKG502B/01

3                16 July               Analysing the marketing environment                                            Armstrong et al Chapter 3             BSBMKG502A/01

4                23 July               Consumer and business buyer behaviour                                   Armstrong et al Chapter 5             BSBMKG502A/01

5                30 July               STUDENT STUDY WEEK - NO FORMAL CLASSES
                                              Customer-driven marketing strategy - segmentation, targeting, and positioning

                                                                                                                                                             Armstrong et al Chapter 6              BSBMKG502A/01

6                6 August            ONLINE CLASS - Products, services, and brands                      Armstrong et al Chapter 7              BSBMKG502A/01

7                13 August          Products, services, and brands
                                               New products                                                                                     Armstrong et al Chapters 7 & 8      BSBMKG502A/01

8                 20 August          Pricing                                                                                                 Armstrong et al Chapter 9                BSBMKG502A/01

9                 27 August          MID TERM                                                                                          BREAK

10                 3 September   Placement                                                                                         Armstrong et al Chapter 10               BSBMKG502A/01

11               10 September   Promotion - Advertising and PR                                                   Armstrong et al Chapter 11                BSBMKG502A/01

12               17 September   Personal selling and sales promotion                                        Armstrong et al Chapter12                BSBMKG502A/02

13               24 September   Direct and digital marketing                                                           Armstrong et al Chapter13                BSBMKG502A/01

14                 1 October         Sustainable marketing - Ethics and Compliance                       Armstrong et al Chapter14               BSBMKG502A/01

15                 8 October          Final Assessment
                                                 MANDATORY ATTENDANCE                                                                                                                         BSBMKG502A/01

16                15 October         Feedback and review

Learning Resources

Prescribed Texts

Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler, Pearson Education, 2010


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.

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
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