Course Title: Establish and Monitor the marketing mix

Part B: Course Detail

Teaching Period: Term2 2023

Course Code: MKTG6116C

Course Title: Establish and Monitor the marketing mix

School: 525T Business & Enterprise

Campus: City Campus

Program: C5404 - Diploma of Marketing and Communication

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Simone Bewley

simone.bewley@rmit.edu.au

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 identify and establish an effective marketing mix for a business. It includes preparing, implementing and monitoring the market mix.

The unit applies to individuals who have management roles in marketing and are responsible for developing marketing and promotional mix within an organisation. These individuals may monitor the marketing mix to adjust according to new marketing opportunities identified.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG542 Establish and Monitor the marketing mix

Element:

1. Prepare marketing mix

Performance Criteria:

1.1 Identify task requirements

1.2 Analyse effects of pricing policy, promotional methods and channels of distribution on marketing outcomes

1.3 Identify potential customer base and key pressure points

1.4 Test effects of components of marketing mix on each other and relative importance to customer base

1.5 Select suitable marketing mix

Element:

2. Implement marketing mix

Performance Criteria:

2.1 Identify required resources

2.2 Brief stakeholders of roles and responsibilities in implementation

2.3 Establish communication and team building strategies

2.4 Establish strategies for monitoring the marketing activities

Element:

3. Monitor marketing mix

Performance Criteria:

3.1 Assess marketing performance against targets for task objectives

3.2 Compare and record variances in marketing revenue and costs against budget

3.3 Prepare and present marketing reports indicating ongoing progress towards marketing objectives

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify and establish an effective marketing mix for a business. It includes preparing, implementing and monitoring the market mix.


Details of Learning Activities

In the Establish and monitor the marketing mix course, you will learn how 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
  • Product or service promotion AND
  • Necessary adjustments to the marketing mix

The two assignments in the course will allow you the necessary skills and abilities to:

  • Establish and monitor the optimum marketing mix for a business
  • Report on activities undertaken to establish marketing mix in an organisation AND
  • Reporting information on each element of marketing mix including customer service levels; distribution; pricing and promotion. 


Teaching Schedule

Weekly Schedule 

MKTG6116C - Establish and monitor the marketing mix

Semester 2, 2023

Week No.

Week Commencing

Topics

Assessment

1

10 July

Introduction to course and
Overview of marketing

 

2

17 July

Products & Services

 

3

24 July

Pricing Concepts 

 

4

31 July

Place/Distribution 

 

5

7 August

Promotion

 

6

14 August

 Customer Segmentation

 

7

21 August

Targeting & Positioning

 
MID SEMESTER BREAK 28 August - 3 September

8

4 September

Assignment Workshop

 

9

11 September

Marketing Planning  - Part 1

 

10

18 September

 Marketing Planning  - Part 2  

11

25 September

Budgeting

Assessment 1 Due

12

2 October

Implement the New Marketing Mix

 

13

9 October

 Monitoring the New Marketing Mix

 

14

16 October

Assignment Presentations

Assessment 2 Due

15

23 October

Resubmissions

 
16 30 October

Resubmissions

 

17

6 November 

Grade Entry

 


Learning Resources

Prescribed Texts


References


Other Resources

Available on Canvas


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.


Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • establish and monitor the marketing mix for an organisation or work area, including:
  • reporting on activities undertaken to establish marketing mix in organisation
  • reporting information on each element of marketing mix, including:
  • customer service levels
  • distribution
  • pricing
  • promotion.


Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • organisational policies, procedures, products and services related to marketing
  • principles and concepts of marketing, including consumer and buyer behaviour
  • elements of marketing mix
  • methods to gather and analyse marketing information, including variances in marketing revenue and costs.


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

Assessment 1

o complete this task you are required to complete a project based on a client of your choice and agreed to by your assessor.
You will need to undertake research on the organisation to determine their current marketing mix position which will form
the bases of this report. After evaluating the position, you will then go on to establish, monitor, and adjust a new Marketing
Mix for specific markets.
Secondary research on the chosen organisation and information can be identified and sourced from IBISWorld, ABS, Passport
etc. This information is available via the RMIT Library.
You are to undertake all of the project activities below for the chosen organisation. Complete a report documenting your
findings. Word limit is approximately 2500 to 3000 words.    

Assessment 2
This assessment task cannot be undertaken until you have been marked as satisfactory for Assessment Task 1.
To complete this task the students are required to complete a project based on the client they prepared the report for in
Assessment Task 1 - Establish and Monitor the Marketing Mix Report. The students will need to organise and conduct a
simulated marketing meeting with their fellow students as stakeholders.
This assessment task allows the students to demonstrate their ability to brief stakeholders of roles and responsibilities in
implementation of the marketing mix, establish communication and team building strategies and prepare and present
marketing reports indicating ongoing progress towards marketing objectives. 


Assessment Matrix

Available on Canvas

Other Information

Extension Application:

If you are prevented from submitting an assessment on time by circumstances outside of your control, you can apply for an extension (minimum of one business day before the assessment due date - i.e. if your assessment is due on Sunday, you must submit your request by Thursday of that week).

To apply, please complete and sign the extension form, ensuring you provide supporting documentation as evidence and send directly to ryan.gunasekera@rmit.edu.au. You will be notified of the outcome within one business day.

 

Special Consideration: 

Where an extension of greater than seven days is needed, you must apply for Special Consideration.

Course Overview: Access Course Overview