Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2013

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

Emily Doig

emily.doig@rmit.edu.au

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
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
 

Element:

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
 

Element:

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

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities 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/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
 

 

This course is codelivered and coassessed with MKTG5830C - Conduct Market Research
 


Teaching Schedule

WeekDate (WC) Topic                                                                                                     Assessments
18 July(1) Course Induction
•Course delivery and assessment details
•Course support documents
•Online learning environment
•Grading
•Plagiarism
•Appeals
•Extensions
•Feedback
•Privacy
•Submission requirements
•Resubmission policy
•Where to get support
•Student responsibilities
(2) Pre-Training Review

•Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course

 
215 JulyConduct Market Research 1 
322 JulyConduct Market Research 2
 
 
429 JulyConduct Market Research 3 
55 AugConduct Market Research 4
market research (survey)
 
612 AugPrice ConceptsAssessment Task 1 Due date. You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9.
719 Aug4P’S 
826 Aug4P’S 
 2 – 6 SepMid-semester break
 
 
99 SepThe external marketing environment 
1016 SepConsumer & business decision making 
1123 SepSegmenting, targeting and positioning 
1230 SepProduct concepts (Goods & services)Assessment Task 2 Due.
You will receive the feedback in week 14. If required, resubmission for this assessment is due by the end of week 15
137 OctConduct market research#5 
1414 OctStudent consultation sessionMajor assignment due
1521 OctStudent feedback 
1628 OctResubmissions 

This course is codelivered and coassessed with MKTG5830C - Conduct Market Research


Learning Resources

Prescribed Texts

TBA


References


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

Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment 1
TASK 1 (Due Dates: Last class of week 6)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class of week 12)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment 3
TASK 3 (Due Date: Week 14)
The third assessment tasks will require students to prepare a marketing report. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

This course is codelivered and coassessed with MKTG5830C - Conduct Market Research

Submission Requirements

Assessment tasks must be submitted via Blackboard.

You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.
• 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, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

 


Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

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 recognized 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
 

Course Overview: Access Course Overview