Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: MKTG5803C

Course Title: Establish and adjust the marketing mix

School: 650T TAFE Business

Campus: City Campus

Program: C5178 - Diploma of Accounting

Course Contact : Joe Rosagrata

Course Contact Phone: +61 3 9925-5476

Course Contact

Name and Contact Details of All Other Relevant Staff

Greg Cameron
PH: 9925 1429

Nominal Hours: 80

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


Course Description

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. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

If you are undertaking this course in Melbourne from semester 2, 2012 onwards your teacher will advise you if you require access to a computer for the course. It is recommended that you have access to a mobile computing device to allow greater flexibility in terms of where you can work on campus outside class times.

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 method/s 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 assess 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 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 The adjusted marketing mix meets budgetary requirements 3.5 The adjusted marketing mix continues to meet organisational, strategic and operational marketing objectives

Learning Outcomes

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will complete individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops research. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

2011 Weekly Schedule 
Week 1 – 4th July Overview of Marketing Ch 01
Week 2 – 11th July The external marketing environment Ch 02
Week 3 – 18th July Decision support systems and marketing research Ch 06
Week 4 – 25th July Consumer decision making Ch 3
Week 5 –1st Aug Workshop Major Assignment Part A  - Appointments required for student consultation
Week 6 – 8th Aug Segmenting and targeting markets (incl. positioning) Ch 5
Week 7 – 15st Aug Product concepts Ch 07 & 8
Week 8 – 22nd Aug Mid Semester Class Test

Major assign. – Part A due 26th. August 5 p.m.

Week 9 – 5th Sep Pricing concepts Ch 12
Week 10 – 12th Sep Place (Marketing channels and supply chain management)
Week 11 – 19th Sep Integrated Marketing Communications Ch 10
Week 12 – 26th Sep Promotions Mix Ch 11
Week 13 – 3rd Oct Workshop Major Assignment Part B - Appointments required for student consultation
Week 14 – 10th Oct Marketing Strategy Ch 14
Week 15 – 17th Oct Mid Semester Class Test
Week 16 – 24th Oct Workshop

Major Assignment Part B - Due Friday 28th. October 5 p.m.

Learning Resources

Prescribed Texts

Lamb, Hair, McDaniel, Gardiner (2009/2010): Asia Pacific Edition, Cengage MKTG


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical tests, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

Assessment: Method:

Assessment 1
Major Assignment (in two parts, each worth 30%)

Assessment 2
Mid semester Test - 20%

Assessment 3

End of semester Test - 20%

Assessment Matrix

Element                                                                                                        Assessment 1                          Assessment 2                          Assessment 3
(1) Evaluate each component of the marketing mix                                       Y                                                   Y
(2) Determine marketing mix for specific markets                                         Y                                                   Y                                                    Y                                                                        
(3) Monitor and adjust marketing mix                                                                                                                     Y                                                    Y

Course Overview: Access Course Overview