Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

Important Information:


School: 650T Vocational Business Education

Campus: City Campus

Program: C5338 - Diploma of Leadership and Management

Course Contact: Allan Maree

Course Contact Phone: +61 3 9925 1601

Course Contact Email:

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


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


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


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


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

See Canvas

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities may be delivered through various technology platforms and may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities may include group discussion, group problem solving activities and opportunities to practise your skills in a simulated business environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule


Week number 

Week commencing

Topics/Learning Outcomes

Assessment information





11 February 

Induction Session
Prior to training commencement a program level induction session will be conducted that comprises the following:
• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
o Recognition of Prior Learning and Credit Transfers
o Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support 
• Student responsibilities

Course Session 1 

Introduction to the Course including:
• Course requirements
• Course support documents
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism
• Reminder re Appeals
• Extensions/Resubmissions
• Feedback in this course
• Reminder re submission requirements
• Getting help




18 February

Creating and capturing customer value - Textbook and slides Chapter 1 pp. 2-35. Review the learning objectives pp.30-32

Element 1: Plan to meet internal and external customer requirements
Cole, Chapter 20

What is customer service (CS)?
- The difference between good and excellent service
Who are your customers? (1.1)
Internal and external customers – pp 617 – 621 
Meeting Customer needs – p 625-28, 633 
Legislation related to CS (Knowledge evidence)



25 February

Company and marketing strategy: Partnering to build customer relationship - Textbook and slides Chapter 2 pp. 36-67. Review the learning objectives pp. 60-62

Customer service standards – p 621 (Knowledge Evidence) (1.2)
- The concept of CS standards
- How to write a CS standards document



 4 March

Analysing the marketing environment - Textbook and slides Chapter 3 pp.70-98.  Review the learning objectives pp. 94-95

Manage CS culture (1.2)
- How an organisation develops its CS culture
- Organisational operating environment
How to manage CS culture (1.2)
How to improve CS standards, policies and procedures (1.2)
- Purpose of policies/procedures



11 March

Managing marketing information: Marketing research process - Textbook and slides Chapter 4 pp. 100-131.  Review the learning objectives pp. 128-130



 18 March

Consumer markets: Consumer buyer behaviour - Textbook and slides Chapter 5 pp. 134-167.  Review the learning objectives pp. 162-164

Element 2: Ensure delivery of quality products and services
Cole, Chapter 20 

Manage delivery of services  (2.1)
Building customer relationships – p631-33 (Knowledge Evidence)
Monitor team performance on meeting delivery of services (2.2)



25 March

Customer driven marketing strategy: Creating value for target customers - Textbook and slides Chapter 6 pp. 172-201

Work on Assessment 1 - Report writing and consultation



1 April

Product, service and brands: Building customer value - Textbook and slides Chapter 7 pp. 202-234: Review the concepts pp.229-231

Element 2: Ensure delivery of quality products and services
Cole, Chapter 20 
Support CS delivery staff (2.3)
- Identify and resolve customer difficulties and complaints – pp 638-45


  9  8 April

Developing new products: Managing the product lifecycle - Textbook and slides Chapter 8 pp. 236-261: Review the concepts pp.247-259

Element 3: Monitor, adjust and review customer service
Cole, Chapter 20 

Monitor progress in achieving CS targets and standards (3.1)



15 April 

Pricing: to capture customer value - Textbook and slides Chapter 9 pp. 262-295: Review the concepts pp.291-293

 Monitor CS 
- Obtaining customer feedback – p 636 (3.2)
Adjust CS
- Identify and use resources for quality CS delivery (3.3)



19-26 April

Mid-Semester Break



29 April

Placement: Customer value fulfilment - Textbook and slides Chapter 10 pp. 296-339: Review the concepts pp.333-336

Consult on and adjust CS 
- Use feedback to improve products/services (3.4) 
- Identify and use of resources for quality CS delivery (3.3)



6 May

Communicating customer value: Advertising and PR - Textbook and slides Chapter 11 pp. 340-375: Review the concepts pp.369-371

Consult on and adjust CS

- Keep good records – p 631 (3.5)

Presentation skills



 13 May

Personal selling, Sales Promotion: Direct and Digital marketing - Textbook and slides Chapters 12 & 13 pp. 376-449: Review the concepts pp.401-403 & pp.439-442:

Work on Assessment 2 - consultation



20 May

Direct and Digital Marketing - Building one-to-one customer relations Textbook and slides Chapter 13 pp. 408-449 Review the concepts 439-445

Submission of Marketing Plan online


 27 May 


Sustainable marketing - Social responsibility, ethics and legal compliance -451-491


 Submission of Customer Charter online


163 june



Resits/Resubmissions as appropriate


Resits/Resubmissions as appropriate

Learning Resources

Prescribed Texts

Principles of marketing 6e, Armstrong et al, Pearson Australia,2015



Other Resources

RMIT Library 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

In order to achieve competency in this unit, you must provide:

Performance Evidence

 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.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • office equipment and resources
  • organisational and marketing strategic plans
  • case studies and, where possible, real situations.


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

There are two assessments for this course, one will concentrate on establishing a Marketing Plan, and the other will be the writing of a Customer Service Charter. 

Students must demonstrate competency in both assessments to pass this course. You will be assessed individually

 Assessment Projects


 Module 1- Customer Engagement



Attracting and keeping customers is of fundamental concern to any business. The assessments for this section of the program focus on analysing existing practices within your business unit or organisation in order to identify opportunities for improvement.  There are two assessment tasks. Both tasks must be successfully completed to meet the requirements for this module.

Assessment Task 1.1Marketing Mix Report  - Due Week 14 Week commencing 20 May 2019


Evaluate the marketing mix used in your business unit or organisation and the impact of each element on organisational marketing objectives, target market characteristics and desired positioning. Prepare a report for management that clearly identifies the key features of the current situation with recommendations for improvement.  Elements of the marketing mix to be analysed are as follows:

•    Customer service levels

•    Product or service distribution

•    Product or service pricing

•    Additional products or services, if any

•    Public relations and product or service promotion


Assessment Task 1.2 Customer Service Charter Due Week 15 - Week commencing 27 May 2019


Now that you have identified who the external customer is and what kinds of service they expect, you now need to plan to provide the required level of both external and internal customer service.  This will require you to develop and implement a new (or revised} Customer Service Charter within  your business unit.  You will need to develop and submit the following evidence:

•     Customer Service Charter, rationale and links to organisational  objectives


•     Outline of the physical and human resources required to implement the Charter including record­

keeping requirements


•     A plan to test  and evaluate  the  implementation of the  Charter  including  any additional training requirements

•     Examples of monitoring and evaluating the  implementation of the  Charter  and any adaptations made

•     Meeting notes of collaboratively problem solving issues arising from implementation of the Charter



Assessment Matrix



Other Information

Submission Requirements

You should:

     • Ensure that you submit assessments on or before the due date via Canvas. 
     • 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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers.

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

Extension of Time.  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:
Form to use is found in the section "How to apply."

Special Consideration. Where more 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:

Resubmission (VE Programs)

If you are found to be Not Yet Competent in a course assessment task (or you do not submit the assessment tasks/attend the assessment) 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 in Canvas. 

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 and 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. 

More information:

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.

Grading Guide:

After achieving competency in all assessment tasks your performance in the unit will be graded.  This gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

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

Further information regarding the application of the grading criteria is in Student Assessment Task 


Course Overview: Access Course Overview