CRICOS Code: 03027J Harvest Education Technical College
07 3344 1922 www.hetc.com.au
UNIT OUTLINE
Course Name: BSBMKG502B ESTABLISH AND ADJUST THE
MARKETING MIX
Campus Location:
Unit 1, Block B, 3 Zamia Street, Sunnybank, QLD 4109
Entry Requirements:
Contact Details:
See Basic Entry Requirements document
(Email) info@hetc.com.au
(Phone) 07 3344 1922
Number of available contact hours: Average of 60 to 80 hours.
Unit Description:
This unit describes the performance outcomes, skills and knowledge required to
determine the optimum marketing mix for a business through analysis of inter
related marketing components.
Employability Skills:
This unit applies to individuals in marketing management roles responsible for
developing the marketing and promotional mix within an organisation. They may
also adjust the marketing mix when new marketing opportunities have been
identified. The skills and knowledge required to evaluate and identify new market
opportunities are covered in BSBMKG501B Identify and evaluate marketing
opportunities.
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CRICOS Code: 03027J Harvest Education Technical College
07 3344 1922 www.hetc.com.au
REQUIRED SKILLS AND KNOWLEDGE
This describes the essential skills and knowledge and their level, required for this unit.
Required skills
• culturally appropriate communication skills to relate to people from diverse
backgrounds and people with diverse abilities
• literacy skills to identify market information, to write in a range of styles for
different audiences and to interpret requirements
• numeracy skills to interpret testing results and to manage marketing budgets
• organisational and time management skills to design and adjust a marketing
mix.
Required knowledge
• key provisions of relevant legislation from all forms of government that may
affect aspects business operations, codes of practice and national standards
such as:
o anti-discrimination legislation and principles of equal opportunity, equity
and diversity
o ethical principles
o marketing codes of practice and conduct such as the Australian Direct
Marketing
• Association (ADMA) Direct Marketing Code of Practice; Free TV
Australia
• Commercial Television Industry Code of Practice
• privacy laws
• Trade Practices Act
• organisational policies, procedures, products and services
• principles and concepts of marketing such as consumer or buyer
behaviour and elements of marketing mix
• statistical techniques.
Learning Facilitations
Lecture notes, usually in a PowerPoint format, are designed to explain theoretical
concepts and accounting principles and frameworks. Tutorials are designed to teach
and assist students with practical implementations of the theories learnt in lecture
notes.
All learning materials such as lecture notes will be given to students straight after
enrolment. Therefore, students are expected to read these lecture notes and all
required readings. The lecture notes provided are merely a basic and brief overview
of the topic; students need to read the extra readings or text books to enhance their
understanding.
Tutorial homework exercises will be assigned to every student. Some exercises are
handouts from tutors and some are from end of chapter questions in the text book.
Exercises provide students with an opportunity to practice what they have learnt in
theory and gain sufficient knowledge and practical experiences. The exercise might
come in the forms of multiple choice, short answers or/and numerical application
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CRICOS Code: 03027J Harvest Education Technical College
07 3344 1922 www.hetc.com.au
questions or essays.
One-on-one Mentoring:
Every lecturer or tutor will have consultation hours where the students can inquire
about the course or any of their other course related concerns. Students can contact
them through emails or face to face online conferencing or telephone calls.
Weekly Course Topics
Each week contains new theories, concepts and practical topics. Students are
expected to read the required readings before the reading the lecture notes, and
attempting the tutorial exercises. Tutorial exercises are a great resource for self
assessment. Here is where students can test to see if they understood the lecture and
text book materials.
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1
Topics
Evaluate each
component
of the marketing
mix
2
Determine
marketing mix
for specific
markets
3
Monitor and
adjust
marketing mix
Topics in Lecture
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 in relation 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 for success
1.7 Analyse and test the effect of the components of
marketing mix on each other, and establish their
relative importance to customer base
2.1 Identify and asses environmental factors for their
impact on marketing mix
2.2 Identify consumer priorities, needs and
preferences that affect 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
3.1 Monitor marketing mix against marketing
performance and isolate components for testing
3.2 Evaluate implications of altering one or more
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CRICOS Code: 03027J Harvest Education Technical College
07 3344 1922 www.hetc.com.au
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 evaluation of market response
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
Assessments
Type of
Assessment
Project
Mid Semester
Exam
Final Exam
Weighting
(Out of 100%)
20%
30%
50%
Assessment Details:
Project: This is an individual project. Students will be given a workplace simulated
scenario and will have to describe their decision making process according to their
tasks and responsibilities.
Mid Semester: This exam will assess student’s knowledge based concepts for topic 1
and 2.
Final Exam will assess the student’s overall understanding of all topics.
of multiple choice, short answer and essay questions.
It consists
Learning Materials
Students will be able to download their lecture notes. All lecture notes and tutorial
materials come in both soft copies and hard copies.
Prescribed Textbook: HETC Materials and Textbook.
Other Materials: Lecture readings, Case Studies, Video files and other handouts.
Academic Misconduct
All assessment must be completed by the student ethically and honestly.
 All work must be done by the individual and involve no plagiarism.
 The student must not cheat or copy other student’s work.
 Work can not be copied and falsified in assignments and any other assessments.
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