Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2021

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: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Alain Grossbard

Email: alain.grossbard@rmit.edu.au 


Teacher: Anna Osherov

Email: anna.osherov@rmit.edu.au 

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 in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week (including the relevant Unit of Competency and associated Elements/Performance Criteria);
  • What learning materials and activities need to be completed; and,
  • What assessments are due

 

Weekly Schedule 

MKTG7886C - Establish and adjust the marketing mix & COMM5966C - Make a presentation 

Semester 2 2021

 Week

Week Commencing

Topics

Assessment

O-Week 

5th July

THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH A RECORDED WEBINAR

Introduction to course and
Overview of marketing


2 

12th July

External marketing environment


3 

19th July

Product concepts (Goods & Services)


4 

26th July

Promotions concepts


5 

2nd August 

Pricing Concepts


6 

9th August 

Place/Distribution 

(Marketing channel decisions)


7 

16th August

Segmentation, Targeting & Positioning


8 

23rd August

Assessment 1 workshop

(Group WIL project)

Assessment 1 due Sunday 11.59pm.

Mid Semester Break 30th August - 5th September

9 

6th September 

Make a presentation#1

(Types of presentations & Structure)


10 

13th September

Make a Presentation #2 

(Process and Finer Skills)

Assessment 2 Workshop


11 

20th September

Assessment 2 delivery

(Individual presentation – Open business topic)

Assessment 2 due in class

12 

27th September  

Assessment 2 delivery

(Individual presentation – Open business topic)

Assessment 2 due in class

13 

4th October

Assessment 3 workshop

(WIL presentation)


14 

11th October

Assessment 3 delivery

(WIL presentation to the class teacher)

Assessment 3 due in class

15 

18th October

Assessment 3 delivery

(WIL presentation to the class teacher) 

Assessment 3 due in class

16  

25th October

Resubmission of assessments


17 

1st November 

Grade Entry




Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in 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: WIL Project Report

Duration and/or due date: This assessment task is to be completed by Week 8 (Sunday 11.59pm) of commencing this unit. (Individual competency will be assessed)

Summary and Purpose of Assessment

This assessment task has been designed to allow you to work within groups of 2 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

1a. You are to approach and interview a company of your choice to find out their current marketing

      position.

1b. Before you interview the company, you need to design a questionnaire form. Use this form to conduct

      your interview with the client.

2.  In your WIL project report, you need to emphasis on the following:

Provide a summary of the client’s current marketing situation or position and suggest how you would

adjust the factors below.

2a. Identify key characteristics of the client’s products/ services and discuss their current significance

    to its customer buyer behaviour and market needs

2b. Review the client’s pricing policy and strategies and suggest any necessary adjustments to meet

    customer demand

2c. Analyse the effectiveness of the client’s existing promotional methods

2d. Review the effectiveness of the client’s existing channels of distribution

2e. Analyse the different levels of the client’s customer service

2f.  Identify the client’s current market segments and target markets. Include customer profiling.

3. Identify environmental factors that have an impact on the client’s current marketing mix

4. Use primary research data (Questionnaire form as your interview tool) to Identify how the current marketing mix is affected by the needs and wants of the customers.

5. Evaluate the effectiveness of the current marketing mix in meeting the business organisational, strategic and operational marketing objectives, target market needs and desired positioning of the business. If necessary, adjust the marketing mix within budgetary requirements or constraints.

6. Identify and monitor the marketing mix components (4Ps’) against marketing performance. Where applicable, adjust or alter the identified marketing mix component in relation to market factors and consumer response so that they meet the business marketing objectives and desired positioning.

7. In the WIL project report, you must demonstrate your ability to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix for the client’s needs. Word limit: Between 2,500 to 3,000 words


Assessment 2 

Task Name: Marketing promotion topic presentation.

Duration and/or due date: This assessment task is to be completed by week 11 & 12 (Class Time) of commencing this unit.

Summary and Purpose of Assessment

This assessment task has been designed to allow you to work individually to prepare and deliver a professional presentation, as well as the experience of making the presentation to your peers. This assessment task is two of three required to demonstrate competency for this unit. You will be required to demonstrate your presentation skills.


Assessment Instructions

What

  1. You will be required to make a presentation on a marketing promotion topic of your choice for 7 minutes.
  2. 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.
  3. 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.
  4.  Dress Code: Smart casual wear.

5a.   Plan your presentation approach and clearly state to the audience the desired outcomes of your

        presentation. Example, use of persuasive communication techniques.

5b.   As part of your planning, follow the presentation obligation requirements. Demonstrate good preparation, have good verbal and body skills, have well set-out visuals and have correct structure which includes , the presentation opening, outline (set the objective of the presentation), content (logical sequence of content), summary, short question time and thank the audience.

5c.  In your delivery, follow the principles of effective communication. This includes both verbal and non-verbal skills.

6.     Outline an appropriate presentation strategy and delivery method to suit the audience. At the end of the presentation, review the effectiveness of your presentation technique. Example, use of verbal and body skills, visuals, interesting and persuasive content to engage the audience.

7.     Select appropriate presentation aids or resources to help audience understand your central ideas.

8.     Brief group members on their roles and responsibilities within the presentation

9.     During the presentation, observe participants reaction to the overall presentation. Example, monitor non-verbal and verbal communication of participants. If required, summarise key concepts and ideas to help participants understanding.

10.   Select effective presentation techniques to enhance your presentation. Example, open with an engaging 

        story or share an experience.

11.   Be prepared to adjust the presentation central ideas and concepts if they do not meet participant needs and preferences.

12.   Towards the end of your presentation in the summary section, obtain feedback from the audience to make changes to central ideas presented. Remind the audience of key points and discuss reactions from the presentation. Example, ask the audience what they learned or gained from your presentation.


Assessment 3 

Task Name: WIL project presentation

Duration and/or due date: This assessment task is to be completed by week 14 & 15 (Class Time) of commencing this unit.

Summary and Purpose of Assessment

This assessment task has been designed to allow you to work individually to prepare and deliver a professional presentation, as well as the experience of making the presentation to your peers. This assessment task is three of three required to demonstrate competency for this unit. You will be required to demonstrate your presentation skills.


Assessment Instructions

What

1a. You will be required to make a presentation together with your group members on ‘Assignment 1 WIL project’. Your group will present for 7 minutes.

1b.  Although you will be presenting as a group, however, each student within the group will be assessed individually on the slides presented.

2a.  Your group will be required to provide one hard copy of the power point slides to the class teacher before the presentation with the name of each student written clearly on the slides they present.

2b.  Each member of the group will also have to upload a soft copy of the presentation slides with the name of each student written clearly on the slides they present.

  1. 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.
  2. Dress Code: Smart office/business attire or uniform.

5a.   Plan your presentation approach and clearly state to the audience the desired outcomes of your

        presentation. Example, use of persuasive communication techniques.

5b.   As part of your planning, follow the presentation obligation requirements. Demonstrate good preparation, have good verbal and body skills, have well set-out visuals and have correct structure which includes , the presentation opening, outline (set the objective of the presentation), content (logical sequence of content), summary, short question time and thank the audience.

5c.  In your delivery, follow the principles of effective communication. This includes both verbal and non-verbal skills.

6.     Outline an appropriate presentation strategy and delivery method to suit the audience. At the end of the presentation, review the effectiveness of your presentation technique. Example, use of verbal and body skills, visuals, interesting and persuasive content to engage the audience.

7.     Select appropriate presentation aids or resources to help audience understand your central ideas.

8.     Brief group members on their roles and responsibilities within the presentation

9.     During the presentation, observe participants reaction to the overall presentation. Example, monitor non-verbal and verbal communication of participants. If required, summarise key concepts and ideas to help participants understanding.

10.   Select effective presentation techniques to enhance your presentation. Example, open with an engaging 

        story or share an experience.

11.   Be prepared to adjust the presentation central ideas and concepts if they do not meet participant needs and preferences.

12.   Towards the end of your presentation in the summary section, obtain feedback from the audience to make changes to central ideas presented. Remind the audience of key points and discuss reactions from the presentation. Example, ask the audience what they learned or gained from your presentation.


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. For missed assessment without supporting documentation work is classed as a DNS (Did Not Submit)
  • 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 CA only (Competency Achieved) 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) 

CA - Competency Achieved 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.


Course Overview: Access Course Overview