Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5811C

Course Title: Establish and adjust the marketing mix

School: 650T TAFE Business

Campus: City Campus

Program: C5225 - Diploma of Management

Course Contact : Sylvia Baroutis

Course Contact Phone: +61 3 9925 5469

Course Contact

Name and Contact Details of All Other Relevant Staff

Seymour Jacobson

Telephone: 9925 1563


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


Course Description

This course will enable you to understand how you develop marketing and promotional mix within an organisation.

You will also understand how to adjust the marketing mix when new marketing opportunities have been identified within your organisation.

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 methods 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 asses 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, 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

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. 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

At completion of this course you will understand how to establish a marketing mix appropriate for the products and/or services within your organisation.

You will understand how to match the marketing mix to specific markets that you are trying to engage with.

You will understand how to monitor and make necessary adjustments to the marketing mix as applicable.

Details of Learning Activities

Using lectures, in-class exercises, videos and self-study, students develop or enhance the interpersonal skills required to negotiate work goals with staff, and provide feedback and coaching on the job.

Students may work in groups and share their prior work experience and learning while undertaking case study exercises.

Teaching Schedule


Week Date
025 JuneOverview of course and assessments
12 July

Marketing concepts

Creating and capturing customer value

Armstrong et al Chapter 1BSBMKG502B/01
29 JulyCompany and marketing strategy

 Armstrong et al Chapter 2

316 JulyAnalysing the marketing environment Armstrong et al Chapter 3BSBMKG502A/01
423 JulyConsumer and business buyer behaviour Armstrong et al Chapter 5BSBMKG502A/01
530 July


Customer-driven marketing strategy - segmentation, targeting, and positioning

 Armstrong et al Chapter 6BSBMKG502A/01
66 AugustONLINE CLASS - Products, services, and brands Armstrong et al Chapter 7 BSBMKG502A/01
713 August

Products, services, and brands

New products

 Armstrong et al Chapters 7 & 8 BSBMKG502A/01
820 August Pricing Armstrong et al Chapter 9   BSBMKG502A/01
927 August MID TERM BREAK 
103 September Placement

 Armstrong et al Chapter 10

1110 September Promotion - Advertising and PR

 Armstrong et al Chapter 11

1217 SeptemberPersonal selling and sales promotion Armstrong et al Chapter12 BSBMKG502A/02
1324 SeptemberDirect and digital marketing Armstrong et al Chapter13BSBMKG502A/01
141 October Sustainable marketing - Ethics and Compliance Armstrong et al Chapter14BSBMKG502A/01
158 October

 Final Assessment


1615 October Feedback and review  

This schedule may be varied by the facilitator, according to class progress

Learning Resources

Prescribed Texts

Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler, Pearson Education, 2010



Other Resources

1. Handouts and exercises will be given in classs as appropriate

2. myRMIT Blackboard

3.The Learning Lab is a learning and study skills site developed by the Learning Skills Unit offering online interactive tutorials, printable handouts and an email Learning Query service. The site is helps students develop capabilities for tertiary study.

Overview of Assessment

Assessment may incorporate a variety of methods including in-class exercises, problem-solving exercises, assignments, group or individual projects, presentations and written or practical tests, as well as homework activities.

Other activities may be workplace-based or simulated work practices. These may include the production of technical requirements documents, direct observation of workplace practices and the presentation of a portfolio of evidence. This portfolio may include documents, photographs, video and/or audio files.

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

Competency Based Assessment

Assessments will incorporate a variety of methods including written reports, documentation, and practical problem solving exercises.

There will be three assessments:

1. Case Study - Due week 3

Students will read the case study in Armstrong et al, Principles of Marketing, 5edn Pages 71-73 and answer the five questions

2. Marketing Plan - Due week 15

Students will prepare a Marketing Plan for a product/service of their choice. You are recommended to use a product/service from your workplace if possible. Details of marketing Plans and sample Marketing Plans will be discussed in class

3. Case study - Week 15

There will be an in-class case study/essay to answer to assess your knowledge and interpretation of the Marketing Mix. Attendance is mandatory

Assessment Matrix

Form of assessment
Case studyBSBMKG502A/1/2/3Week 3
Marketing Plan                                                  BSBMKG502A/1/2/3Week 15
Case studyBSBMKG502A/1/2/3Week 15

Other Information

Academic Administration Procedures

Essays which do not use the Harvard system of referencing will not be graded until referencing is correct. Wrong referencing includes using the footnote system instead of the Harvard (author-date) system, no page numbers in references where there is a quote, being unable to use the formula for in-text referencing, using a bibliography instead of a reference list, having no reference list, failing to show where a quote begins and ends, writing out the book title because you don’t know how to use references and not using all elements of the reference citation i.e. surname, initial, date published, title (correctly signified), publisher and place published. Minor errors such as wrong punctuation, a wrong page number or a simple typographical error in a date are not defined as an error.

Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Examples of plagiarism include:
• Copying sentences or paragraphs word-for-word from one or more sources, whether published or unpublished, which could include but is not limited to books, journals, reports, theses, websites, conference papers, course notes, etc. without proper citation;
• Piecing together text from one or more sources and adding only linking sentences;
• Copying or submitting whole or parts of computer files without acknowledging their source;
• Copying a whole or any part of another student’s work; and
• Submitting work as your own that someone else has done for you.

For further information including “Plagiarism (and how to avoid it): Resources for Students” refer to the Plagiarism section of the RMIT Policies, at in the Teaching and Learning Policy section. Penalties include official reprimand, recording of a failure result or expulsion from the University.

Submission of written work/assessment
Written work must conform with RMIT’s guidelines “Written Reports And Essays: Guidelines For Referencing And Presentation In RMIT Business” which can be found at:

Written assessment must be lodged by the due date in the format specified.

Written assessment must have a footer containing: student number, student name, course code, title of assessment and teacher’s name.

Please do not place work in plastic binders or plastic pockets.

Attach a signed Assignment Cover Sheet to each submission of written work or assessment. You must keep a copy of your assignment/written work, which can be produced if the original is lost or damaged.

Special Consideration
Special Consideration is a process that enables the University to take account of unexpected circumstances such as illness, injury or bereavement that affect a student’s performance in assessment. Forms are available from BTS Reception on Level 13 or from Further information can be accessed from

Return of Assessments
Assessments will be returned to you during class/lecture times or by post if you attach a stamped, self-addressed A4-sized envelope to your assignment

Variations to Assessment
A change will not be made to the form or forms of assessment as detailed in the Course Guide unless:
1. the students enrolled in that course have received notice in writing of the proposed change; and
2. the change is approved by the Head of School and not less than 70% of the students enrolled in that course.

Appealing Assessment
You are entitled to appeal assessment results. Refer to RMIT Policy – Appeal Against Assessment Result available at in the Teaching and Learning Policy area.

Supplementary Assessments and Resubmits
Students are required to attempt all assessments and be rated as competent against all performance criteria to pass the course.

If a student attempts an assessment and does not pass, they will be given a second opportunity to achieve the competency. A second opportunity applies only to a failed assessment. This second opportunity may take the form of a test, resubmit, or alternative assignment, before the end of the semester. The form of the second opportunity will be determined by the Course Co-ordinator on a case-by-case basis. In these circumstances a student will only be allocated a CAG grade.

RPL and Credit Transfer
RMIT University recognises nationally accredited or endorsed qualifications and Statements of Attainment issued to the student by other Registered Training Organisations (RTO’s). Also, RMIT provides credit for work experience or other forms of life experience that match the learning outcomes/competencies of RMIT courses. You must provide evidence that is current, relevant valid, and verifiable that your experience matches the learning outcomes/competencies of the relevant course for which you are seeking credit. This evidence may include formal qualifications (certificates, etc); work samples; references; documents, etc. Please speak to your teacher before applying.

To apply, you should obtain an RPL Information Sheet.  Forms are available on the RMIT Website at . You should complete the appropriate form (RPL and/or Credit Transfer), attach the relevant supporting documentation and submit the form to your facilitator for this unit.


Marking Guide (competency):

Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

Marking Guide (Grading)

After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

The grading is according to the following criteria:


We are looking for a high level of ability to complete all tasks independently as per the specifications as well as demonstrating a high level of initiative in your approach to Establishing and Adjusting the marketing Mix


We are looking for depth of understanding of the key concepts and knowledge required in Marketing Concepts and Principles. You should be able to demonstrate a thorough understanding of all applicable Marketing Principles in all the assessment tasks.


We are looking for appropriate use of technology to assist in presenting all tasks clearly and suitable for the intended audience. You also need to show an understanding of the kinds of problems that can arise in a Marketing Environment workplace with people and teams and how these might be addressed.


We expect to see on-going uploading of information that is relevant to the unit, full utilisation of Blackboard as per course requirements and timely submission of all required assessment tasks.


We expect to see contributions to relevant discussions and scheduled collaborate sessions. In addition your tasks should demonstrate a very good understanding of strategies for a collaborative approach to leadership in the workplace.

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

Course Overview: Access Course Overview