Course Title: Establish and adjust the marketing mix
Part B: Course Detail
Teaching Period: Term2 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
A range of learning activities are planned for this course including self-paced and collaborative class room based activities. The self-based activities will be delivered through various technology platforms. The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice skills in a simulated workplace environment.
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 |
2 Jul |
Introduction to course and |
|
2 |
9 Jul |
External marketing environment |
|
3 |
16 Jul |
Product concepts (Goods & Services) |
|
4 |
23 Jul |
Promotions concepts |
|
5 |
30 Jul |
Pricing Concepts |
|
6 |
6 Aug |
Place/Distribution (Marketing channel decisions) |
|
7 |
13 Aug |
1. Segmentation,Targeting & Positioning 2. Questionnaire design |
|
8 |
20 Aug |
Assessment 1 workshop (Group WIL project) |
Assessment 1 due date 26 Aug. Sunday 11.59pm. |
|
27 Aug – 2 Sep |
Mid-Semester Break |
|
9 |
3 Sep |
Make a presentation#1 (Types of presentations & Structure) |
|
10 |
10 Sep |
|
|
11 |
17 Sep |
Assessment 2 – Group A (Individual presentation – Open topic) |
Assessment 2 (Group A) Week 11 |
12 |
24 Sep |
Assessment 2 – Group B (Individual presentation – Open topic) |
Assessment 2 (Group B) Week 12 |
13 |
1 Oct |
Assessment 3 workshop (WIL presentation) |
|
14 |
8 Oct |
Assessment 3 - Group A (WIL presentation to the class teacher) |
Assessment 3 (Group A) Week 14 |
15 |
15 Oct |
Assessment 3 - Group B (WIL presentation to the class teacher) |
Assessment 3 (Group B) Week 15 |
16 |
22 Oct |
Feedback |
|
17 |
29 Oct |
Resubmissions
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources are available on CANVAS.
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 (26 Aug 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 2,000 to 2,500 words.
This assessment must be done in relation to the client’s business.
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression.
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. All students 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
- Your group will be required to deliver a presentation on the group WIL project (Assignment 1) between 15 to 20 minutes. However, each student within the group will be assessed individually on the slides presented.
- 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. Write your name on each of the hard copy slides you are presenting.
- Allow 1 minute for question time.
- Dress Code: Smart office/business attire or uniform.
Where
This assessment will only take place in class. All students 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:
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.
Other Information:
Academic Integrity
Plagiarism
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.
Referencing
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.
Group Assessment
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.
Course Overview: Access Course Overview