Course Title: Establish and adjust the marketing mix

Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG7886C

Course Title: Establish and adjust the marketing mix

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 99255944

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


Name and Contact Details of All Other Relevant Staff

Ryan Gunasekera

ryan.gunasekera@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 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


This course is structured to provide you with the optimum learning experience in order to demonstrate the skills and knowledge required to determine the most suitable marketing mix for a business through analysis of interrelated marketing components.

In addition, you will learn how to evaluate, monitor and adjust the marketing mix based on key products and services.


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.



Teaching Schedule

Weekly Schedule 

MKTG7886C    Establish and Adjust the Marketing Mix 
Semester 2 2021

Week number 

Week beginning 

Topic 

Assessments 

O-Week

5th July

Introduction

·         Teacher, student introductions

·         Assessments and Feedback

·         Course overview

·         Assessment Tasks

·         Groups

·         Workshop

Brief all assessments and assessment overview 

2

12th July

External marketing environment  


3

19th July 

Product concepts (Goods & Services)  

  

4

26th July

Promotions concepts 

  

5

2nd August

Pricing Concepts 


6

9th August

Place/Distribution  (Marketing channel decisions) 

7

16th August

Segmentation, Targeting & Positioning 


8

23rd August

1. Market Research  

2. Questionnaire design 


Mid Semester Break 30th August - 5th September

9

6th September

Understanding Services  

 Assessment 1 due

10

13th September

Consumer or buyer behavior  


11

20th September

Marketing goals, objectives & strategies  

12

27th September

Monitor and evaluate marketing activities 


13

4th October

Assessment 2 workshop  

(Group WIL project) 

Assessment 2 Part A report due

14

11th October

Assessment 2 - Part B

Assessment 2 Part B Presentation due in class

15

18th October

Assessment 2 - Part B continued

Assessment 2  Part B Presentation due in class

16

25th October

Resubmissions


17

1st November

Grade Entry


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in establishing and adjusting the marketing mix:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

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.

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. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with 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. 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 Task -  WIL Project Report 1: Information Gathering 

Date and time due         : Week #9

Purpose: This assessment task has been designed to allow you to work within groups of 2 to demonstrate your understanding of how to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix.  

Requirements: In this assessment task, you must begin by choosing an organisation to base their project on and then approach that organisation to interview and gather key marketing information. You will then need to create a report on their findings using the template provided.  


Assessment 2 Task - WIL Project Report 2: Recommendations 

Date and time due:        Week #15            

Purpose: This assessment task has been designed to allow you to demonstrate your understanding of how to develop a new marketing mix for a client’s company based on your needs and objectives.  

Requirements:  This task is split into two parts as follows: 

Part A - Initial Recommendation (Adjusted Marketing Mix) 

Part B - Revised recommendations (Post-evaluation) 


In this task, you will need to use the information gathered from Assessment Task 1 to develop a Proposal / Rationale including recommendations of adjustments to the current marketing mix. You will then need to monitor  and readjust your marketing mix based on the results of implementation. You will be provided with a scenario on which to base their evaluation (Part B).  


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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 footer with your name, student number, the title of the assessment, unit code and title and page numbers. 


Other Information

Late Submission Procedures 
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  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
Where an extension of greater 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
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) 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.  
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.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.
Adjustments to Assessment 
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  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. 

Final Grades table:


CA Competency Achieved  NYC Not Yet Competent DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher


Course Overview: Access Course Overview