Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: julia.makin@rmit.edu.au


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

Course Description

 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

Element:

1. Evaluate each component of 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 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

 

 

 

Element:

2. Determine marketing mix for specific markets

Performance Criteria:

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

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 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

Learning Outcomes


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

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

This course is clustered (co-delivered and co assessed) with COMM5966C Make a Presentation. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 Week

Week Commencing

Topics

Assessment

1

5 Feb

Introduction to course and Overview of marketing

 

2

12 Feb

External marketing environment

 

3

19 Feb

Product concepts (Goods & Services)

 

4

26 Feb

Promotions concepts

 

5

5 Mar

Pricing Concepts

 

6

12 Mar

Place/Distribution  -

(Marketing channel decisions)

 

7

19 Mar

1. Segmentation, Targeting & Positioning -

2. Questionnaire design

 

8A

26 Mar

Assessment 1 workshop

(Group WIL project)

Assessment 1 due date       8 Apr. Sunday 11.59pm.

 

29 Mar – 4 Apr

Mid-Semester Break

 

8B

2 Apr

Assessment 1 workshop

(Group WIL project)

Assessment 1 due date       8 Apr. Sunday 11.59pm.

9

9 Apr

Make a presentation#1

(Types of presentations & Structure)

 

10

16 Apr

1.     Assessment 2 Workshop

2.     Make a Presentation #2 

(Process and Finer Skills)

 

11

23 Apr

Assessment 2 – Group A

(Individual presentation – Open topic)

Assessment 2 (Group A)

Week 11

12

30 Apr

Assessment 2 – Group B

(Individual presentation – Open topic)

Assessment 2 (Group B)

Week 12

13

7 May

Assessment 3 workshop

(WIL presentation)

 

14

14 May

Assessment 3 - Group A

(WIL presentation to the class teacher)

Assessment 3 (Group A)

Week 14

15

21 May

Assessment 3 - Group B

(WIL presentation to the class teacher) 

Assessment 3 (Group B)

Week 15

16

28 May

Presentation to the client

 


Learning Resources

Prescribed Texts


References


Other Resources

All learning materials will be provided by RMIT.


Overview of Assessment

Assessment Methods

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.

Performance Evidence

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.

Knowledge Evidence

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

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.


Assessment Tasks

Assessment 1 

Task Name: Group WIL project

(2-3 students per group) 

Duration and/or due date:

This assessment task is to be completed by week 8 (8 Apr Sunday 11.59pm) of commencing this unit. 

Summary and Purpose of Assessment

This assessment task has been designed to allow you to demonstrate your understanding of how to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix. 

This assessment task is one of three required to demonstrate competency for this unit. 

Assessment Instructions

What

Submit a partial marketing plan with emphasis on establishing and adjusting your proposed marketing mix, market segments, target market and positioning to the group’s WIL project client’s business effectively. Word limit between 1,500 to 2,000 words. 

Where

Some in class time will be provided to undertake this assessment task but you will also be expected to complete some of the assessment outside of class time. 

How

You will be assessed according to the criteria outlined in the Criteria for Assessment below. All criteria identified must be addressed to satisfactorily complete this Assessment Task

 

Assessment 2 

Task Name: Assessed oral presentation -Open topic-

(Individual assessment) 

Duration and/or due date:

This assessment task is to be completed by week 11 & 12 (Class time). 

Summary and Purpose of Assessment

Demonstrate your presentation skills. This will provide you with valuable experience in the tasks involved in preparing and delivering a professional presentation, as well as the experience of making the presentation to their peers. 

Assessment Instructions to students

What

  • You will be required to make a presentation on a topic of your choice for 7 minutes
  • You will be assessed individually and you are required to provide a hard copy of the power point slides to the class teacher before the presentation and also upload a soft copy of the presentation slides.
  • Dress Code: Smart office/business attire or uniform. 

Where

The assessed oral presentation will take place during your usual class time. You must be present on that day to participate and receive a grade. 

How

You will be assessed against the criteria as listed in the observation checklist in Section B of this task. To achieve a satisfactory result you will need to address all criteria satisfactorily. This includes verbal and non-verbal skills, visuals, structure and audience engagement.

Assessment 3 

Task Name: WIL project presentation

(Individual assessment) 

Duration and/or due date:

This assessment task is to be completed by week 14 & 15 (Class time). 

Summary and Purpose of Assessment

Demonstrate your presentation skills. This will provide you with valuable experience in the tasks involved in preparing and delivering a professional presentation, as well as the experience of making the presentation to their peers. 

Assessment Instructions to students

What

  • You will be required to deliver a presentation on the WIL project for 7 minutes.
  • You will be assessed individually and you are required to provide a hard copy of the power point slides to the class teacher before the presentation and also upload a soft copy of the presentation slides.
  • Allow 1 minute for question time.
  • Dress Code: Smart office/business attire or uniform. 

Where

This assessment will only take place in class. You must be present on that day to participate and receive a grade. 

How

You will be assessed against the criteria as listed in the observation checklist in Section B of this task.

To achieve a satisfactory result you will need to address all criteria satisfactorily.

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 
   

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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 CA Competency Achieved – Not 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.

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