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: C5358 - Diploma of Business
Course Contact: Allan Maree
Course Contact Phone: (03) 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
None
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 Teaching Schedule for this course is as follows:
Week |
Week beginning |
Topics |
Assessment |
1 |
19 April |
Introduction to the course Define Marketing for the New Realities Marketing definitions. The new realities. Marketing intelligence. Connect with consumers and business markets. |
Assessment Workshop
|
2 |
26 April |
Market Segments and Targets Consumer markets. Business and international markets. Market segments. Marketing strategy. Market targets. Differentiation and positioning. |
Assessment Workshop
|
3 |
27 April |
Product and Service Strategies Product strategies. Product and brand. New products. Service strategies. |
Assessment Workshop
|
4 |
3 May |
Pricing Strategies Price setting. New product pricing. Product-mix pricing. Pricing changes. |
Formative assessment
|
5 |
10 May |
Distribution Strategies The nature of logistics. The nature of marketing channels. Channel organisation. Marketing channel networks. |
Assessment Workshop |
6 |
17 May |
Promotional Strategies The promotion mix. Advertising. Public relations. Prepare the marketing plan. Personal selling. Sales promotion. Public policy. Presenting the marketing plan. |
Assessment Workshop
|
7 |
24 May |
Summary of the course Facilitate Assessment
|
Assessment Workshop |
8 |
31 May |
Facilitate Assessment |
Assessment Tasks 1, 2 and 3 Due: See Canvas |
Learning Resources
Prescribed Texts
References
Other Resources
An electronic copy of a Student Workbook is available for you to download from the Learning Management System. You will need a laptop or another appropriate mobile device to participate in this course.
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.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual 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.
Assessors must satisfy NVR/AQTF assessor requirements.
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
You are required to successfully complete all assessment tasks to be deemed competent in this course. NOTE: Details about specific tasks and assessment criteria will be included in the Learning Management System.
Communicating With Customers Cluster: Student Assessment Tasks - Product-Based/Portfolio
Assessment Task 1: Analyse marketing report.
Assessment Task 2: Review a marketing plan. Assessment Task 3: Adjust a marketing strategy. The above task(s) require you to demonstrate the Foundation Skills described in the two units for this Cluster. The Foundation Skills describe language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance. For further information, please refer to the assessment page in Canvas for this course.Assessment Matrix
The assessment matrix that maps all the assessments is available on 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