Course Title: Establish and adjust the marketing mix
Part B: Course Detail
Teaching Period: Term1 2016
Course Code: MKTG7886C
Course Title: Establish and adjust the marketing mix
School: 650T Vocational Business Education
Campus: City Campus
Program: C4360 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
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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
This unit describes the skills and knowledge required to determine the optimum marketing mix for a business through analysis of interrelated marketing components.
It applies to individuals in marketing management roles who are responsible for developing marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities are identified.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBMKG502 Establish and adjust the marketing mix
1. Evaluate each component of marketing mix
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 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
1.7 Analyse and test effect of components of marketing mix on each other, and establish their relative importance to customer base
2. Determine marketing mix for specific markets
2.1 Identify and assess environmental factors, and their impact on marketing mix
2.2 Identify consumer priorities, needs and preferences affecting 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
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 market-response evaluation
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
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to determine the optimum marketing mix for a business through analysis of interrelated 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 thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes 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.
Students will study concepts and applications pertaining to develop operational procedures in class sessions, using tutorial and prescribed exercises and assessment work.
We expect you to participate and contribute in all scheduled learning activities
|1||8 Feb|| (1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• 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)
|2||15 Feb||The External marketing environment|
|3||22 Feb||Product concepts (Goods & Services)|
|4||29 Feb||Pricing Concepts|
|5||7 Mar||Place/Distribution (marketing channel decisions)|
|6||14 Mar||Promotions mix|
|7||21 Mar||Student Consultation session - Assessment Task 1|
|28 Mar Mon - 4th April|
|8||5 Apr||Segmentation, Targeting & Positioning|
|9||11 Apr||Conduct market research #1|
|10||18 Apr||Conduct market research #2|
|11||25 Apr||Conduct market research#3|
|12||2 May||Student consultation session – Assessment Task 2|
|13||9 May||Conduct market research (Field/Primary Research)|
|14||16 May||Assessment Task 3 Trial Test|
|15||23 May||Assessment Task 3 - Written Test|
|16||30 May||Feedback and Resubmissions|
Overview of Assessment
This course is co-delivered and co-assessed with MKTG7901C Conduct Market Research
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
You must provide evidence of the ability to:
- report on activities undertaken to establish a marketing mix in an organisation, including information on each element of the mix, such as:
- customer service levels
- product or service distribution
- product or service pricing
- additional products or services, if any
- product or service promotion
- report on success of marketing mix activities developed, including coverage of any necessary adjustments made.
To complete the unit requirements safely and effectively, you must:
- outline organisational policies, procedures, products and services related to marketing
- describe principles and concepts of marketing such as consumer or buyer behaviour and elements of marketing mix
- outline and explain statistical techniques used to gather and analyse marketing information.
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Students are required to complete 3 tasks for these conjoined subjects. You must successfully complete all 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 (17 Apr. Sun.11.59pm)
Group or individual: Group (3 - 4 Max)
This assessment will allow you to demonstrate an understanding of how to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix.
You are required to research answers to a set of activities which analyses components of the marketing mix. Answer all 5 activities/exercises. Maximum word limit for each question is 1,000 words (minimum 500 words). Only include key points. Each activity/exercise must have it’s own reference section. Include a reference page.
Assessment Task 2 - Research on a business (Case study)
Date handed out: Week 2
Date and time due: Week 14 (22 May, Sun.11.59pm)
Group or individual: Group (3 - 4 Max)
This assignment will allow you to demonstrate an understanding of how to conduct desk research to gather background market information, develop research methodology and objectives, recruit respondents, gather data and information from respondents and analyse research information.
In groups of 3-4, students are to conduct primary field research based on the Toby Vel Madre case study. Word limit for this assignment is 3,000 to 5,000 words
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 determining evaluation of each component of the marketing mix, marketing mix for specific markets, monitor and adjust marketing mix, conduct desk research to gather background market information, develop research methodology and objectives, recruit respondents, gather data and information from respondents and analyse research information.
This assessment will require students to undertake a written test. Students must bring along a pen (blue or black ink only), pencil, ruler and rubber eraser. Only use pencil to answer section A & B.
• 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,
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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
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: http://rmit.edu.au/browse;ID=7usdbki1fjf31
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
Further information regarding the application of the grading criteria will be provided by your teacher.
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.
RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.
The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.
If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.
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