Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5811C

Course Title: Establish and adjust the marketing mix

School: 650T Vocational Business Education

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

Chris Lee

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


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


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
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

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 MKTG5830C (BSBMKG408B) Conduct market research which describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey methodologies (not specialist statistical design and analysis) and to report on findings.

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.

Teaching Schedule


WeekWeek CommencingTopicsAssessment
16 Jul (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
(Overview of marketing)
213 JulThe external marketing environment 
320 Jul

Product concepts (Goods & Services)

427 Jul

Price Concepts

53 AugPlace (marketing channels & logistics decisions) 
610 Aug

Promotions mix

717 Aug

Student consultation session - Assessment Task 1 

824 Augassessment 2 briefing 
 31 AugMid - Semester Break 
97 SepConduct market research #1

Assessment Task 1 due
Resubmission for this assessment is due by the end of week 11. 

 1014 Sep Conduct market research#2 
1121 SepConduct market research#3 
1228 SepStudent consultation session - Assessment Task 2 
135 Oct

Conduct market review (Review)

1412 Oct

1. Assessment Task 2 due

2. Students to prepare for week 15 Assessment Task 3

 Assessment Task 2 due

  Resubmission for this   assessment is due by the end of week 16

1519 Oct Assessment Task 3 - Written Test Assessment Task 3
1626 OctFeedback and Resubmissions  

Learning Resources

Prescribed Texts

Lamb, Hair, McDaniel, Gardiner (2013): MKTG2, 2nd Asia Pacific Edition, Cengage


• Rix Peter, R.,(2004): Marketing, A Practical Approach, 6thEd., McGraw-Hill Publishing.
• Kotler, Brown, Adam & Armstrong, (2004): Marketing, 6th Ed., Pearson Education Australia, Prentice Hall
• Summers, Gardiner, Lamb, Hair & McDaniel, (2005): Essentials of Marketing, 2nd Ed., Thomson.

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

This course is co-delivered and co-assessed with MKTG5830C (BSBMKG408B)  Conduct Market research

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

Assessment Task 1 - Assessed set activities/exercises
Date handed out: Week 1
Date and time due: Week 9
Group or individual: Group (3 - 4 Max)

This assignment will allow you to demonstrate an understanding of how to establish and adjust the marketing mix 

You are required to research answers to a set of activities which analyses components of the marketing mix and basic market research apporaches . Maximum word limit for each question is 1,000 words (Minimum 500 words). Only include key points. All researched information must be referenced.

Assessment Task 2 - Research on a business (Case study)
Date handed out:
Week 2
Date and time due: Week 14
Group or individual: Group

This assignment will allow you to demonstrate an understanding of how to develop the marketing and promotional mix within an organization and how to conduct basic market research.

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 Task 3 - Written Test

Date handed out: Week 15
Date and time due: Week 15
Group or individual: Individual

This assignment will allow you to demonstrate the overall understanding of establisng and adjusting the marketing mix as well conducting market research .

The third assessment tasks will require students to undertake a written test. Students are to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Submission Requirements

You should:

• Ensure that you submit assessments on or before the due date.
• 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 each assessment task 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):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

Other Information

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:
Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:;ID=g43abm17hc9w
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:

More Information:;ID=7usdbki1fjf31

Course Overview: Access Course Overview