Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

Important Information:

See Canvas

School: 650T Vocational Business Education

Campus: City Campus

Program: C5391 - Diploma of Leadership and Management

Course Contact: Allan Maree

Course Contact Phone: +61 3 9925 1601

Course Contact Email: allan.maree@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


See Canvas


Details of Learning Activities

A range of learning activities are provided in this course. These include collaborative classroom based activities and online self-paced activities.  Classroom: The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.  We expect you to participate and contribute in all scheduled learning activities.  Pre-Class: This is online, by logging on to your Canvas course, and includes required pre-class reading and activities. Other self-paced activities will be delivered through various technology platforms. These may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions. Sessions: There are two  face-to-face classroom sessions for this unit each week which includes tutorials and workshops.  There are additional activities to support learning and research.


Teaching Schedule

The course BSBMKG502 Establish and adjust the marketing mix is clustered (co-delivered and co-assessed) with course BSBMKG419 Analyse consumer behavior.  The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete the 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.

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. 

The Teaching Schedule for this course is as follows: 

Week

Date

Topics

Assessment

1

 8 February

Induction

Introduction to the Course

 

2

15 February

Defining

1. Customer Service

2. Customer Value

 

 

3

22 February

1. Customer Service Charters

2. Strategies to build Customer Relationships

 

 

 

4

21 March

1. Customer Service Culture

2. The Marketing Environment

 

 

5

8 March

 

1. Best Practice Customer Service

2. Marketing Research

 

 
 6 

15 March

 

1. Delivery of quality goods and services

2. Consumer buying behaviours

 

 

 

7

22 March

 

1. Work on Assessment 1 CS

2. Market Segmentation

Assessment 1 - Part A - Customer Service Report due: See Canvas

 

8

29 March

1. Customer difficulties and complaints

2. Products, services and brands

 

 

9

12 April

  

1. Monitor, adjust and review CS

2. New Product development

  
10  19 April  

1. Monitor, adjust and review CS

2. Pricing

  
11  26 April

1. Feedback processes

2. Placement

  
12  3 May

1. Report writing

2. Presentation skills

 Assessment 1 - Part B - Marketing Mix Research Report due: See Canvas
13  10 May

1. Presentation skills

2. Promotion

  
14  17 May Assessment 2 for Customer Service - PRESENTATIONS Assessment 2 - Part A - Customer Service Presentation due: See Canvas
15  24 May

Assessment 2 for Marketing Mix - PRESENTATIONS

 

 		 Assessment 2 - Part B - Marketing Mix Presentation due: See Canvas
16  31 May  Review  


Learning Resources

Prescribed Texts


References


Other Resources

See Canvas


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

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.

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 - Part A - Customer Service Report

 

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 Task 1 - Part B - Marketing Mix Report 

 

 

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 2 - Part A - Customer Service Report Presentation

Assessment Task 2 - Part B - Marketing Mix Report Presentation

 


Assessment Matrix

The assessment matrix that maps all the assessments is available in Canvas.

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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

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.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. 

More information: 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.

  • CA Competency Achieved
  • NYC Not Yet Competent
  • DNS Did Not Submit for assessment

 

Course Overview: Access Course Overview