Module 6
Term and Year: Term 3 2018
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG502
Unit Title: Establish and adjust the marketing mix
Assessment Task 1: Short questions
Task 2:
Student Name:
Student ID No:
Assessor’s Name: Andrey Loburets
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Elite Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks.
Student Name:
Student Signature:
Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the assessment and be reassessed if necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies held by the learner no matter how or where they have been acquired and, (3) the unit of competency and associated assessment requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements covers the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical application, (3) assessment to be based on evidence that demonstrates tat a leaner could demonstrate these skills and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner performance that is aligned to the unit/s of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit of competency and associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a judgement to be made of a learner’s competency.
Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would mean that any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the assessment evidence to be from the present or the very recent past.
Resources required for this Assessment
• All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
• Upon completion, submit the assessment via the student learning management system to your trainer along with the completed assessment coversheet.
• Refer the notes on eLearning to answer the tasks
• Any additional material will be provided by Trainer
Instructions for Students
Please read the following instructions carefully
• This assessment is to be completed according to the instructions given by your assessor.
• Students are allowed to take this assessment home.
• Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within 2 weeks of the assessment due date.
• Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency.
• If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
• Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
The candidate must demonstrate the ability, knowledge and skills to evaluate each component of the marketing mix and determine a suitable marketing mix for specific markets, as well as monitor and adjust the marketing mix.
The candidate is to write a brief on the marketing mix in their own workplace or a workplace that they are familiar with. The brief should address the evaluation of all components within the marketing mix and marketing performance. The brief is to be presented to the class.
The brief (Task 1 and 2) should consider the key characteristics of the product, the promotion methods and each component of the adjusted marketing mix. The brief needs to evaluate the contribution made towards the organisation’s marketing objectives, strategies and desired positioning.
Your assessor will be looking for a brief that:
• addresses each point of the procedure described above
• establishes the marketing mix for a specific market
• evaluates each component of the marketing mix
• demonstrates the monitoring and adjusting of the marketing mix
• demonstrates culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities
• contains the literacy skills needed to analyse market information, write in a range of styles for different audiences and interpret requirements
• contains the numeracy skills to interpret test results and to manage marketing budgets
• demonstrates organisational and time management skills to design and adjust a marketing mix.
Candidates must demonstrate their knowledge of:
• key provisions of relevant legislation, codes of practice and national standards that affect business operations
• organisational policies, procedures, products and services
• principles and concepts of marketing such as buyer behaviour and the analysis of elements of the marketing mix
• numeracy techniques.

Task 1
1. Research the marketing of the company’s products or services of your choice
2. Identify the key characteristics of the products and/or services and their significance to the market.
3. Review pricing policy and analyse pricing variables to determine their effect on the market.
4. Analyse the significance to market outcomes of:
a. Promotional methods

b. Customer base
c. Channels of distribution
d. Level of customer service provided
5. Establish the marketing mix components on areas such as:
• Information on how each element of the marketing mix has been used.
• Analyse and test their significance to each other and relevance to customer base.
i. Product/ services
(What features and benefits do you offer?
The unique selling position - what makes your product/service different from your competitors’?)

ii. Price
(Price is a critical component of the marketing mix as choosing the right price for your products or services will help to maximise profits and also build strong relationships with customers.)
iii. Place
(Represents the location where a product can be purchased. It is often referred to as the distribution channel.)
iv. Promotion
(Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your business. There are a number of techniques to use and they can be combined in various ways to create the most cost effective strategy for your needs.)
v. People
(Knowledgeable and friendly staff can contribute to creating satisfied customers, and can provide the unique selling experience that an organisation is often seeking.)

vi. Physical environment
(The physical environment where your products or services are sold and delivered can have a significant impact upon how your customers experience your business.)
vii. Process
(Process represents the buying experience that the customer experiences when they buy your product or service.)

Task 2
1. Based on Assessment Week 5’s practical case scenario, identify environmental factors and assess their potential impact on the marketing mix.
a. Politics
(how does this factor impact the company’s marketing mix)
b. Economics
(how does this factor impact the company’s marketing mix)
c. Social
(how does this factor impact the company’s marketing mix)
d. Technological
(how does this factor impact the company’s marketing mix)

2. Provide a list of consequences for the organisation and customers/ clients in a SWOT analysis
a. Strengths b. Weaknesses
1.
c. Opportunities d. Threats

3. Identify customer/consumer priorities, needs and preferences and the way they impact the marketing mix (relate it to either Product, Price, Place, Promotions, People, Physical or Process).
a. Flexibility
(how easy-going is the service)
b. Engagement
(how sincere is the service given)
c. Fairness
(Is the service free from discriminatory treatment)
d. Information
(Is there sufficient provided during service)

4. If additional products or services or new products will be offered by the company, how would you evaluate these against: marketing objectives, target market characteristics and desired positioning.
a. Marketing objectives
b. Target market characteristics
c. Product/ service positioning
5. How would it affect the company’s marketing mix (any adjustments required?)
Marketing Mix (please ? ) Yes No Adjustments required (if ‘Yes’, please state comment/s and if ‘No’, no comment/s required)
i. Product • •
ii. Price • •
iii. Place • •
iv. Promotion • •

v. People • •
vi. Physical environment • •
vii. Process • •
6. Discuss how you would monitor the performance of the organisation’s products and or services in order determine which components should be tested based on the following:
Monitoring activities Explain how does the method works Review outcomes Review period Who would be responsible
a. Revenue growth/ profitability
b. Customer retention rates
c. Cost of customer acquisition
d. Social media reach

7. Evaluate the implications of altering one or more components of the marketing mix in response to market factors and consumer response.
a. Communication concerns
(Would everyone know what they are supposed to do?)
b. Resources allocation
(Would it be adequate?)
c. Costs
(Budgetary requirements, time and effort)
d. Training
(Are there sufficient knowledge and skills for staffing to undertake new task?)
8. Ensure adjusted marketing mix continues to meet organisational, strategic and operational marketing objectives, and desired positioning by addressing the following:
a. Summarise the key marketing objectives for the company (the objectives may be financial, with a goal to increase sales, or marketing focused, to build awareness of the proposed new product or service). An effective (and accountable) way to define the marketing objectives is to follow the ‘SMART’ acronym (Specific, Measurable, Achievable, Realistic and Timely).
i. Specific
ii. Measurable
iii. Achievable
iv. Realistic
v. Timely
b. Provide a short discussion on how the company would position itself within the market to meet its customers’ needs with the proposed product/ service in order to differentiate itself from competitors.
i. Product/ service
(What are the customer benefits, unique selling proposition, additional support to offer, potential spin-offs)
ii. Pricing
(What is the pricing – low, medium or high, what is the competitor’s pricing, what unique value does the product/ service offer/ deliver)
iii. Place
(Which distribution channel would be used)
iv. Promotion
(Online, public relations, advertising, sales promotion, packaging and branding)

v. People
(Training in place to drive constant improvement, communication skills, ‘living’ the company brand)
vi. Process
(What changes are to be made to improve customer experience during sales of product/ service?)
vii. Physical environment
(What changes can be made to improve the retail space?)
c. Provide a summary on the following:
i. Critical success factors
(What are the considerations needed to enable the new marketing mix to be successful?)
ii. Organizational contingencies
(outline alternative options if plan does not go as planned)

Assessment Submission Checklist to be completed by the Trainer/Assessor
Unit name: BSBMKG502 Establish and adjust the marketing mix
Assessment: Task 1
Did the student complete and provide evidence for the following (please ? ): Yes No
1. Provide a discussion related to the practical case scenario on the short questions?
2. Provide an analysis for the practical case scenario?
3. Submit within agreed timeframe?
Has the learner proven they can (please ? ): Yes No
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
Feedback and result outcome for Task 1 (please ? )
Satisfactory
Not Yet Satisfactory
Re-assessment required
Unit name: BSBMKG502 Establish and adjust the marketing mix
Assessment: Task 2
Did the student complete and provide evidence for the following (please ? ): Yes No
1. Provide a discussion related to the practical case scenario on the short questions?
2. Provide an analysis for the practical case scenario?
3. Submit within agreed timeframe?
Has the learner proven they can (please ? ): Yes No
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 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
Feedback and result outcome for Task 2 (please ? )
Satisfactory
Not Yet Satisfactory
Re-assessment required
Assessment Summary Result (please ? )
Task 1 Short questions S NYS DNS
Task 2 Short questions S NYS DNS
Final Assessment Result for this unit C NYC
Feedback is given to the student on each Assessment task YES NO
Feedback is given to the student on final outcome of the unit YES NO
The result of my performance in this unit has been discussed and explained to me (please place signature below)
Student Signature Date
Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).
Trainer/ Assessor’s Initials Date
Appeal Process (only for mitigating circumstances)
I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook
Student Signature Date