Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2013

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

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

This course will use lectures, class activities including group discussions, concept reviews, case studies, training exercises, online delivery, and presentations

Teaching Schedule

Semester 2 2013 Teaching Schedule <thead> <th scope="col"> Week  </th> <th scope="col"> Activities  </th> <th scope="col">Resources</th> </thead> <th scope="row">1. July 08  </th> <th scope="row">2. July 15</th> <th scope="row">3. July 22</th> <th scope="row"> 4. July 29</th> <th scope="row">5. Aug 05</th> <th scope="row">6. Aug 12  </th> <th scope="row">7. Aug 19</th> <th scope="row"> 8. Aug 26  </th> <th scope="row"> Sep 02 </th> <th scope="row"> 9. Sep 09   </th> <th scope="row">10. Sep 16</th> <th scope="row"> 11. Sep 23</th> <th scope="row"> 12. Sep 30 </th> <th scope="row">13. Oct 07  </th> <th scope="row">14. Oct 14  </th> <th scope="row">15. Oct 21</th> <th scope="row">16. Oct 28</th>

Course guide, Diploma of Management Induction. Assessments, Team formation, Marketing Project briefing

Creating and capturing customer value - Textbook and slides Chapter 1 pp. 2-41: Review the concepts pp. 34-35: Discussion questions pp.35-36: Case study NIKE pp. 40-41

Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 1
Company and marketing strategy: Partnering to build customer relationship - Textbook and slides Chapter 2 pp. 42-73: Review the concepts pp. 67-68, Discussion questions p. 68: Case study Gourmet foods pp. 71-73Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 2
Analysing the marketing environment - Textbook and slides Chapter 3 pp.74-107: Review the concepts pp.101-102: Discussion questions p.102: Case study Luxury brands pp.105-107Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 3



Managing marketing information: Marketing research process - Textbook and slides Chapter 4 pp. 108-145: Review the concepts pp.139-140: Discussion questions pp.140-141: Case study Wine and headaches pp.144-145



Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 4
Consumer markets: Consumer buyer behaviour -  Textbook and slides Chapter 5 pp. 146-165: Review the concepts pp.175-176 (Q1-3): Discussion questions pp.176-177 (Q.1-6): Case study The MONA FOMA experience pp.181-183 Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 5
Review and midsemester test

 Review Chapters 1-5

Assessment 1 Test

Customer driven marketing strategy: Creating value for target customers - Textbook and slides Chapter 6 pp. 184-215: Review the concepts pp.209-210: Discussion questions p.210: Case study Re-kindling an interest in reading pp. 213-215Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 6



Product, service and brands: Building customer value - Textbook and slides Chapter 7 pp. 216-253: Review the concepts pp.246-247: Discussion questions pp: 247-248 Case study Professional photography pp. 251-253



Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 7
Midsemester break Midsemester break



Developing new products: Managing the product lifecycle - Textbook and slides Chapter 8 pp. 254-285: Review the concepts pp.278-279: Discussion questions pp: 279-280: Case study Mexican foods pp.283-285Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 8
 Pricing: to capture customer value -  Textbook and slides Chapter 9 pp. 286-325: Review the concepts pp.318-320: Discussion questions p.320:  Case study Bligh H2OPrinciples of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 9



Placement: Customer value fulfilment - Textbook and slides Chapter 10 pp. 326-373: Review the concepts pp.365-367: Discussion questions p.367: Case study Value fulfilment at the speed of thought



Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 10
Communicating customer value: Advertising and PR - Textbook and slides Chapter 11 pp. 374-411: Review the concepts pp.404-405: Discussion questions pp. 405-406: Case study Australian bananas pp. 409-411Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapter 11
Personal selling, Sales Promotion: Direct and Digital marketing - Textbook and slides Chapters 12 & 13 pp. 412-491: Review the concepts pp.438-439 & pp. 481-483: Discussion questions pp. 439-440: Case study Chasing Apple’s iPhone pp.489-491Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler Chapters 12 & 13











Learning Resources

Prescribed Texts

Principles of Marketing 5e, Armstrong, Adam, Denize and Kotler, Pearson, 2012



Other Resources


This course is supported by a comprehensive set of online resources through myRMIT

myRMIT is where you can access information for:

Course Guide - digital version

Lectures and slides - a full list

Readings -prescribed and suggested

Assessments - comprehensive instructions

Announcements - these will be posted regularly on the myRMIT site and it is important that you regularly check these

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


Task 1 – Mid semester test
A closed bookof 90 minutes duration, run in the week 6, covering content studied in Chapters 1-5.  It will consist of questions with short essay answers and designed to test your underpinning knowledge of marketing concepts covered in the first part of the semester. It will be conducted in the class controlled environment.

Task 2 - Major group assignment (Marketing Plan)
During this semester students will be working in teams (4-5 people) to develop a marketing plan for a product or service of a given Australian brand.

All students will be subject to Peer Evaluation where members of the team will rate each other anonymously. Your final grading may be influenced by this Peer Evaluation.

If any of the group members leave the group, the remaining group members must complete the work without any concession and compensation.

The marketing plan will be for a specific product or service rather than a company, as a company may have several products each requiring individual plans. It will be a product or service that is easy to research, one that has been written about regularly in marketing magazines or one that students have access to the information via a personal contact. No direct contact is allowed with organisations unless students have a prior personal or professional relationship. All research should otherwise be desk research, observation and educated guesses.

Students will be developing the marketing plan in three separate stages: in Stage 1. students will conduct a research, make an analysis, and prepare a detailed presentation of their findings. In Stage 2. students will develop a specific marketing strategy and marketing mix and present them in the class. In Stage 3, students will write a report.

- Stage 1 Market research and analysis –  presentation and discussion
- Stage 2 Marketing strategies and marketing mix – l presentation and discussion
- Stage 3 Summary report of stages 1 & 2


Stage 1

Stage 1 concentrates on:

1. Defining the firm’s mission and overall objectives.

Any individual product or service must be developed in line with the firm’s overall mission and objectives. All Body Shop products, for instance, must be environmentally friendly, all 3M products reflect the firms commitment to leading edge technology and the Foxtel vs Optus Vision battle depicts these firms’ high risk for high reward business vision.

By including the firm’s mission and overall objectives at the start of the planning process we are establishing the framework within which our product will operate in. We are also ensuring that our product will play its part in assisting the firm achieve its overall objectives.

2. The Situation Analysis

The purpose of the Situation Analysis is to describe and analyse the firm’s current position in the market place. The Situation Analysis attempts to answer the question “where are we now?” by taking a ‘snapshot’ of the current situation and explaining not only what is happening in this marketplace but why, who and what are the key players, forces and dynamics that drive it.

The Situation Analysis also helps to identify key leverage points or significant areas of strength that cam be used to improve the products market position. The situation analysis is carried out in three stages:

External Analysis - analysis of variables outside the firms control
Internal Analysis  - analysis of variables within the firms control
SWOT Analysis  - identifies the key issues affecting your product’s / firm’s performance


Situational analysis

Due date: Week 9    (after midsemester break)
Presented and discussed in class

Duration: 30-45 minutes Team leaders should submit visual aids such as power point slides, prezi etc electronically via Blackboard.

Students will be given a product (goods or service), and will prepare a Situation Analysis of the environment which the product operates in.

As a guide you should include the following:

1. Company Mission.
The overall guiding vision of the company, or what this company stands for.

2. Company Objectives.
Corporate objectives to be achieved over the next 12 months. (These are different to product objectives - refer to the Assignment description if you are still unsure what is required).

These objectives help to set the scene that your product operates within. They will show whether the company is looking to grow or consolidate, be innovative and take risks or be reactive and conservative in its approach.

3. Market overview.
Describe and analyse the market place and the trends and forces operating within it. Include analysis such as:

Definition of the market or category

You need to very clearly define and describe the market your product operates in. The broader the definition of your market the more competitors there are likely to be and the narrower the definition the less scope there is for market segmentation and finding new users for your product.
Ask yourself whether you are analysing the ‘confectionary market’ or only the Chocolate Bar’ category. If you are concentrating on the Chocolate Bar category , it is very worthwhile to show where it fits in to the overall market. You can do this by describing the confectionary market and defining the various product categories that fit into it, such as, chocolate bars, boxed chocolates, children’s treats (Kinder Surprise), confectionary bags and so on. You could then go on to describe what proportion of the confectionary market it represents and
compare the growth trends of the total market and this particular category. For instance, it would be significant to know that the chocolate bar market represents 25% of the confectionary market and although the confectionary is stagnant, Chocolate Bars are still growing at 7-8% per annum. (You should also specify the types of products included in your definition of the market/ category).

Market Size - What is the size of the market? Quantify the size of the market in volume (000’s cases/ kilos) and/ or value ($000) terms.

Market Potential - Is this a growth market? Can you estimate next years growth rate? Is this an attractive market to be in? What stage of the life cycle is this market in?

Market Structure - What is the competitive nature of this market? Is it a monopoly? Oligopoly?

Trends - Analyse the macro environmental trends effecting this market place. Include only those issues that are relevant to your market. Consider the demographic, economic, natural, cultural, technological and political/ legal trends.

4. Competitors

Consider both direct and indirect competitors in your analysis.

Include information in your analysis that helps to identify not only what your competitors are doing but how they think, how innovative they are and how they may respond to a competitive threat. You should consider issues such as:

  • market share
  • corporate culture
  • strategic alliances
  • international links
  • financial strengths
  • marketing expertise
  • innovativeness and so on ..

You may even like to do a SWOT analysis on your key competitors.

5. Segmentation and Buyer Behaviour.

In this section of the plan you are trying to understand the various customer segments in the marketplace.
You should attempt to divide the market into discrete segments and describe these segments using a segmentation table. (this is covered in the textbook and in class!)
Your aim is to build ‘profiles’ of each segment to aid in our understanding of what, where, when, why and how often these customers buy products in this market.
You may even identify a segment that is currently not being served and in doing so you have uncovered a major opportunity.
Discuss in this section the type of buying process involved in your market place, how decisions are made, who influences these decisions and any other issues that are important to the decision making process.

6. Internal Analysis

The internal analysis is a review of the product’s performance and current marketing strategy.
The purpose of this review is to establish how well the current marketing strategy is working to achieve the objectives set for the product. It is a review of performance against targets such as market share, sales, profitability and so on. It also evaluates specific product, price, promotion and distribution strategies to identify areas of strength and weakness for the firm.
Identify the firm’s existing strategies and analyse their effectiveness, with a view to developing new refined strategies.  Your analysis will also help to identify Strengths, Weaknesses, Opportunities and Threats for the SWOT analysis.

7. SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities and threats. The SWOT analysis is a summary of the external and internal analyses, highlighting the critical issues that must be addressed by the marketing plan. When the SWOT analysis is completed, the firm has a clear idea of its:

• Strengths What do we do better than competitors? - What advantages do we have over competitors?

• Weaknesses - In what areas do we need to improve marketing mix in order to be more competitive?

• Opportunities - What new opportunities exist in the market place for our product?

Threats -  Can we anticipate any threats to our business from the external environment that may challenge or weaken our position?


Stage 2

Stage 2 concentrates on the planning phase of the marketing cycle. It addresses:

1. Where do we want to be?

This question is answered by

  •  developing the product objectives (for market share, profitability and so on),
  •  defining our Target Market (who is this plan/ product aimed at)
  •  specifying our Desired Product Positioning (what does this product stand for in the consumers mind).

2. How will we get there?

In this phase of the plan, we develop the strategies and action plans to ensure we achieve our objectives. These strategies and action plans revolve around the 4p’s (or 7p’s for a service).

We also specify a control program to track and monitor our performance and this includes marketing research projects and budget controls.

Marketing strategies and marketing mix

Due date: Week 15

Presented and discussed in class.
Duration: 30-45 minutes
Team leaders should submit visual aids such as power point slides, prezi etc electronically via Blackboard.

As a guide, your plan should include:

1. Product Objectives.

These are specific objectives for the brand/ product this plan is being developed for. Objectives should be SMART. (Specific, measurable, achievable, realistic and time frame specific).

2. Target Market Defined.

Who are you aiming you product at? Do you have more than one target market? (mothers and children?)

3. Desired Positioning.

Does your brand have a unique position in the market? What attributes/ benefits/ advantages is your positioning based on? You may like to use a perceptual map to illustrate your positioning.

4. Strategies using 4p or 7p framework (strategies broadly describe how you plan to achieve your objectives).

Physical Evidence.

5. Action Program.

Detailed implementation program identifying what will be done, who is responsible, Marketing Budgets and deadlines.

6. Control Program.

Defines how you will monitor your progress, including benchmarks, evaluation procedures, budgets and so on.

7. Samples, Advertisements, Promotional material

You are strongly urged to use your creative energies to produce examples of your product, copies of your proposed advertisements, and any promotional materials that are proposed. These should be prepared and shown in Weeks 15/16 to demonstrate your competencies in a simulated workplace situation

Stage 3

Summary report

Due date: Week 16

Each team will produce a summary report of stages 1 & 2. The report should be 800-1000 words long, written by the whole team, and team leader should submit the report electronically via Blackboard on behalf of all team members


Assessment Matrix

Other Information

Academic Administration Procedures


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.

Students are required to use the Harvard system of referencing for this course
Submissions which do not use the Harvard system of referencing will not be assessed as Not Yet Competent,(NYC), but will penalised in the grading 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.

Submission of written work/assessments
Written work must conform with RMIT’s guidelines “Written Reports And Essays: Guidelines For Referencing And Presentation In RMIT Business”, in respect to Harvard Referencing, which can be found at:
Written assessment must be lodged by the due date in the format specified.
Please do not place hard copy work in plastic binders or plastic pockets

Attach a signed Assignment Cover Sheet to each submission of written work or assessment, whether the submission is online or in hard copy. For team submissions, all team members must sign the cover sheet

You must keep a copy of your assignment/written work, which can be produced if the original is lost or damaged.
Each page of your online assessments should include a footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Juliet Wiggins S123456, Task 2, MKTG5811C Establish and adjust the marketing mix, Page 1 of 10.

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 Further information can be accessed from

Return of Assessments
Any hard copy assessments which are completed in-class will be returned to you during class/lecture times, together with feedback comments from your assessor. Online assessments feedback will be online via myRMIT. Assessment results are given normally within two working weeks of submission

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.
Students are required to attempt all assessments and be rated as competent against all performance criteria to pass the course.
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)
Each assessment task is marked as Competent or Not Yet Competent but not graded until achieving competency across the assessment tasks. 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 establishing and adjusting the marketing mix. You should be able to demonstrate a thorough understanding of all applicable operational planning 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 ina marketing situation in a 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 collaborative sessions. In addition your tasks should demonstrate a very good understanding of strategies for a collaborative approach to establishing the marketing mix 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


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