Marketing Mix Evaluation and Adjustment

The given assignment is a task-based assessment that requires students to monitor and adjust the marketing mix, consisting of product, price, promotion, and place. The student's overall performance is assessed through a set of sub-tasks and feedback questions. The assessor evaluates the student's effort, fairness of decision, and provision of specific, comprehensive, and timely feedback.

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BSBMKG502
Establish and Adjust Marketing Mix
July 2016

Contents
3.Assessment Information..................................................................................................................................................................3
4.Pre-assessment Checklist.................................................................................................................................................................6
5.Assessment Submission Sheet.........................................................................................................................................................7
6.Assessment Event 1 – Short Answer Questions.............................................................................................................................8
7.Question 1.........................................................................................................................................................................................8
8.Question 2.........................................................................................................................................................................................8
9.Question 3.........................................................................................................................................................................................8
10.Assessment Event 2 – MyRTO Simulation..................................................................................................................................9
11.Task 1: Evaluate Each Component of Marketing Mix...............................................................................................................9
12.1.2 Review pricing policy and analyse pricing variables to determine their effect on demand............................................10
13.1.3 Analyse promotional methods to determine their importance to marketing outcomes..................................................11
14.1.4 Review channels of distribution and estimate their significance to marketing outcomes...............................................11
15.1.5 Identify and analyse level of customer service provision to determine its significance to marketing outcomes...........11
16.1.6 Identify potential customer base and key pressure points.................................................................................................12
17.1.7 Analyse and test the effect of the components of marketing mix......................................................................................12
18.Task 2: Determine Marketing Mix for Specific Markets.........................................................................................................14
19.2.1 Identify and assess environmental factors, and their impact on marketing mix.............................................................14
20.2.2 Identify consumer priorities, needs and preferences affecting marketing mix................................................................14
21.2.3 Evaluate marketing mix variables against objectives, target market and positioning....................................................15
22.2.4 Select marketing mix that best satisfies target market and meets marketing objectives................................................15
23.2.5 Seek approval to the marketing mix decision......................................................................................................................15
24.Task 3: Monitor and Adjust the Marketing Mix......................................................................................................................17
25.3.1 Monitor marketing mix against marketing performance and isolate components for testing.......................................17
26.3.2 Evaluate implications of altering components of marketing mix......................................................................................18
27.3.3 Adjust components of marketing mix in response to test results and market-response evaluation..............................18
28.3.4 Ensure adjusted marketing mix meets budgetary requirements......................................................................................20
29.3.5 Ensure adjusted marketing mix continues to meet organisational, strategic and operational marketing objectives,
and desired positioning.....................................................................................................................................................................20
30.Task Outcome Sheets...................................................................................................................................................................22
31.Assessment Event 1......................................................................................................................................................................22
32.Assessment Event 2 - Simulation................................................................................................................................................23
33.Student Feedback Form..............................................................................................................................................................24
1.
2.

3. Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG502 Establish and Adjust the Marketing
Mix.
This Student Assessment Workbook is where you will write all your answers for the knowledge questions
and simulation tasks. Please refer to the Student Assessment Guide for more information.
This assessment has the following two events:
Assessment Event 1 – Short Answer Questions
There are three questions that will provide us with evidence on your general knowledge of principles and
concepts of marketing, elements of marketing mix and statistical techniques used in market intelligence.
This assessment is completed in your own time and by a submission date provided by your assessor. You
may use support material in the development of your answers, but you must indicate the source. In
addition, you must not cut and paste answers from your source, rather, use your own words, unless it is a
direct quote.
Assessment Event 2 – Simulation: MyRTO
You will complete a number of tasks in evaluating, developing, monitoring and adjusting a marketing mix
for a Registered Training Organisation (RTO), MyRTO. These tasks will be based on your role as a
Marketing Officer in a simulation for MyRTO, an Australian RTO that provides a blend of accredited and
non-accredited training.
To complete the simulation, you will need to refer to the following resources:
Strategic Marketing
Plan
This document provides detailed information on MyRTO’s strategic initiatives.
It includes critical information about the current marketing mix, desired
positioning, external landscape, budget, etc. You will use this document
throughout the simulation to analyse the current market environment and
determine the most suitable marketing mix to ensure MyRTO’s organisational
goals are achieved.
Budget Template This document is a template provided in the format of an Excel spreadsheet.
You will use this spreadsheet template in Tasks 2 and 3 to calculate the budget
required to successfully execute the marketing mix.
Market Response Data This data provides insight about the success of the marketing mix. You will
use this data in Task 3 when evaluating the components of the marketing mix
in relation to market factors and consumer response.
Marketing Policy and
Procedures
Policies and procedures to ensure marketing practices are conducted ethically
and lawfully. You will need to refer this when establishing the marketing mix.
Please note that your responses for both assessments can (where appropriate) use dot point format. See
below of an example of a dot point answers and a full sentence:
Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence format When you are preparing for a presentation, there a number of tasks that must be
carried out. These are listing the outcomes that you want to achieve, followed by
the identification of the needs of your audience. When you have completed these
two tasks you then check on the room that you will be conducting the
presentation.

Note that to be deemed competent for this unit, you must achieve a satisfactory outcome for all of the
assessment questions and tasks. This includes meeting the following conditions:
 you must complete all of the tasks outlined in this Student Assessment Guide document to the standard
indicated in the Performance Requirements; these are listed under each of the tasks
 you will then submit your completed workbook to your assessor electronically (note, your assessor may
allow you to submit Assessment Event 1 and receive feedback before starting Assessment Event 2)
 you must perform the above two points within the given timeframes by your Assessor
 you must complete both assessment events and submit by the deadline specified by your Assessor
 your work must be your own work and in your own words
 where you use to an external source, you must provide citation.

4. Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG502 Establish and Adjust the
Marketing Mix. It is important that you understand this assessment before taking on the tasks. To confirm
that you have been given this overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your
understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under
the ‘Comments’ section.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your
Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
Checklist
Y   N I, the student, understand the purpose of the assessment.
Y   N
I understand when and where the assessment will occur, who
will assess me, how and in what format the assessment will be
submitted.
Y   N I understand the methods of assessment.
Y   N I understand what resources are required to successfully
complete this assessment.
Y   N I understand the performance level required for each
assessment event.
Y   N
I understand that it must be my own work. I have been
explained and understood the serious consequences in case this
work is found plagiarised.
Y   N I understand the process if I am deemed not yet competent.
Y   N I understand the feedback process and the appeals process.
Y   N The assessor has discussed with me if I have any special needs
and if so what arrangements have been put in place.

5. Assessment Submission Sheet
Student Feedback on
Assessment: Would
you like to make any
comments about this
assessment?
Assessment
Receipt

6. Assessment Event 1 – Short Answer Questions
The information contained in this assessment event lists the questions that you will need to develop a written
response. These questions are theoretical and provide evidence of your understanding of principles and
concepts of marketing, elements of marketing mix and statistical techniques used in market intelligence.
7.Question 1
Describe each of the five principles of consumer behaviour, and for each one, provide an example of how it
influences buying behaviour.
Write your response into the table:
Principles of consumer
behaviour
Explanation of principle Examples of buyer behaviour
Cultural The Cultural principle of
consumer behaviour states that
the culture influence the
behaviour of every consumer,
people from different culture
have different needs and
preferences.
For example – People from Asia
have different clothing and eating
culture which makes their buying
behaviour different from that of the
people in United Kingdom.
Social The social principle states that
people from various society
have different purchasing
preferences as social values
highly influence their choice of
products and services.
For example – The society consist
of certain values and beliefs which
have a great impact on the buyer
behaviour. If the society is against
a product, the buyer will avoid
buying it.
Personal Personal principle also highly
influence the consumer
behaviour, each and every
individual have their own
choices and preferences. The
consumer's personal choice
highly influence their
behaviour with respect to
different products and services.
For example if a person likes to
wear Nike shoes he or she will
always prefer to buy shoes form the
same brand rather than choosing
any other brand.
Psychological The Psychological principle
means that the consumer
behaviour also depends upon
the psychology of the people.
This psychology develops from
various elements or thinking of
a person.
For example If an individual have a
fear of something he or she will
stay away from everything related
to it. This describes that a person's
psychology highly affect the
buying behaviour of the customers.
Situational Situational principle of
consumer behaviour is
uncertain conditions or
situations which affect the
consumer behaviour. The
situations or conditions affect
the consumer behaviour such
as buying or not buying a
product or service.
For example – If a person lost his
mobile phone he will be influenced
by the situation to buy or purchase
a new phone. This is the situational
principle that affects the purchasing
behaviour of the costumers.

8.Question 2
Describe the four principles of the marketing mix and apply them to an industry context.
Write your response into the table:
Principles of the marketing mix Explanation of the marketing
mix
Industry-specific example
Product The Product refers to the
intangible service or tangible
product which is developed to
meet the needs and demands of
the customers. These products
or services follows a product
life cycle which is very
important for the entrepreneurs
or organisations to understand
and make strategies for various
levels and their challenges or
issues.
4 UP SKILLING PTY. LTD has an
intangible product which are the
effective development and training
programs. These programs are
developed properly to provide the
best training and development to
the students in order to achieve
maximum growth.
Price The price states the total
amount the consumer is
expected to pay for a service or
product. The price of a product
directly affects the sales of the
products.
The price of the development
programs of the 4 UP SKILLING
PTY. LTD are very effective and
cheap. In order to attract more
customers the 4 UP SKILLING
PTY. LTD price their development
courses and programs effectively.
Promotion The Promotion component
refers to each and every
activity or method which is
used for promoting the product
or services of the business or
organisation. The promotion
includes public relation, sales,
advertising and marketing
activities.
The 4 UP SKILLING PTY. LTD
uses various types of promotional
activities and techniques to market
their products such as Training
programs and courses. These
techniques involve advertisement
in newspaper, radio and television.
They also provide special discounts
and offers fir the student in order to
increase the sales.
Placement The Place or placement means
that how a product or service
will be provided to the
customers in a market. The
key component of placement is
distribution, the placement plan
helps to determine which is the
best channel of distribution of
products or services.
4 UP SKILLING PTY. LTD uses
effective distribution channel for
placement of the development and
training courses, The students can
easily access to the development
courses at the classrooms as well as
online which is the best placement
strategy for the 4 UP SKILLING
PTY. LTD
9.Question 3
Outline five statistical techniques used to gather and analyse marketing information, and then explain how
each can be used in market intelligence.
Write your response into the table:
List of five statistical techniques Explanation of the technique Industry-specific example
Surveys The surveys are the most
commonly used technique for
collection of data and
4 UP SKILLING PTY. LTD
conducts effective surveys in every
specific period for analysing the

information, the surveys are
conducted by direct
questionnaire in order to
analyse and gather information
from a group of individuals in
a marketplace. There are
various types of which are used
in order to collect and gather
information such as In person
surveys, Mails Surveys,
Telephonic surveys and online
surveys which are very useful
to collect information or data
within a target market.
market condition and needs of the
students. It is very important to
understand the market demand and
trend for providing the best training
and development to the students,
The surveys helps in analysing
informations such as students
needs, competitors and competitive
advantages can be achieved with
the help of information collected
through the various types of
surveys.
Focus groups The focus group technique is
also very effective in collecting
relevant information from
various group of people. This
technique involve scripted
questions which are asked to
specific group of people at a
particular location with
videotaping instruments. The
focus group technique lasts for
2 3 hours resulting in to the
collection of relevant
information or data.
4 UP SKILLING PTY. LTD focus
on collecting information form
group of students by conducting
effective focus group research
technique which assist a lot in
identifying various information or
data for the improvement and
development of the training
courses.
Personal interviews Similar to focus group the
personal interview method
consist unstructured direct
questionnaires. These
interviews last for an hour or
less and are also recorded.
Personal interviews and Focus
groups helps in providing more
subjective data as compared to
the surveys, and helps to get
valuable insights in to
customer's attitudes.
4 UP SKILLING PTY. LTD utilise
this technique for generating and
identify the views of the students
with regards to their training and
development courses.
Primary market research The Primary market research is
a type of market research
which is practised by a
company or business itself with
the aim of collecting
information which can be sued
to develop and improve the
services products or functions.
The primary market research is
also called as field research
done from scratch, and it does
not any information which is
already collected from other
sources.
The Primary market research is
used by 4 UP SKILLING PTY.
LTD in order to collect specific and
fresh information or data form the
market for the improvident of the
development and training programs
provided to the students.
Secondary market research This market research is
opposite to the primary market
The 4 UP SKILLING PTY. LTD
utilises the information gathered

research as it uses already
collected or available
information gathered through
various sources.
form all the other techniques of
research in the secondary market
research to develop best and
specific information or data.

10. Assessment Event 2 – MyRTO Simulation
In this assessment, you will undertake a number of tasks associated with developing and adjusting the
marketing mix for a Registered Training Organisation (RTO), MyRTO. The focus is on determining the
marketing mix for a non-accredited training program and adjusting it to meet organisational marketing
objectives. To achieve this, you will perform the following actions:
 Review and evaluate the current marketing mix from the Strategic Marketing Plan
- The current marketing mix of the 4 UP SKILLING has effective Products such as the wide range or
training and development courses which are very helpful for the growth of the students. The diverse
courses are strengths of the organisation, Pricing of the courses are also very effective and attractive as
they are comparatively cheaper than the other training organizations. The 4 UP SKILLING PTY. LTD needs to
improve its placement its promotional and placement methods.
 Develop the marketing mix for the non-accredited training program
- The Product of the non-accredited training program should be the training courses or programs for the
students in university and high school. The Pricing of these courses should be lower than the other
organisation in the market so that they can attract maximum students. In order to promote the business or
training course the 4 UP SKILLING PTY. LTD can use various methods such as posters, brochure which can
be distributed among the students to promote the various courses to them. The placement of the training
programs can be the training centers, coaching institutes etc.
 monitor the marketing mix against market response
finalise the marketing mix for the non-accredited training program.
- In order to monitor the marketing mix the 4 UP SKILLING can analyse the number of students getting
training within their coaching institutes and centers. The organisation can gather the feedbacks as well as
conduct group interviews for getting effective information regarding their services or products form the
students.
11. Task 1: Evaluate Each Component of Marketing Mix
In Task 1, you will evaluate MyRTO’s strategic initiatives and establish a groundwork to determine the
marketing mix that best satisfies the marketing initiatives.
To achieve this, you will need to refer to the Strategic Marketing Plan provided to you as a separate
attachment.
1.1 Identify key characteristics of the Change Management
training program
 identify five key characteristics of the training program
 explain the significance of these five key characteristics to the market
Insert your response into the table:
Key characteristics Significance to the market
Training need
assessment Helps in understanding the need and requirement of the training program
Identifying and
communicating purpose,
objectives and outcomes
Helps to communicate the result of the training needs assessment to the
trainees

Relevant content Helps the trainees to get effective training programs with relevant content
which are useful for them.
Active demonstration It helps for better understanding with the help of specific skills and
processes.
Opportunities for
practices. It helps to practice the application of the skills and knowledge obtained from
the training programs.

12. 1.2 Review pricing policy and analyse pricing variables to
determine their effect on demand
Note that before undertaking this subtask, you will need to review the pricing policy in the Strategic
Marketing Plan.
 identify the pricing policies and the pricing variables
 explain their effect on demand
Insert your responses into the table:
Pricing policy and variables Effect on demand
Pricing policy 1: Premium Pricing  Public: Decreases
 NGOs: Remains same
 Corporate: Increases
Pricing policy 2: Penetration
Pricing  Public: Increases
 NGOs: Increases
 Corporate: Increases
Pricing variable
1:
Inventory  Public: Increases
 NGOs:Increases
 Corporate: Increases
Pricing variable
2:
Competition  Public: Increases
 NGOs: Increases
 Corporate: Decreases
Pricing variable
3:
Forecasting  Public: Increases
 NGOs: Increases
 Corporate:: Decreases

13. 1.3 Analyse promotional methods to determine their
importance to marketing outcomes
Note that before undertaking this subtask, you will need to review the promotional methods in the Strategic
Marketing Plan.
 identify the two promotional methods – Advertising and Public relations
 write a summary explaining the importance of these promotional methods to marketing outcomes
Insert your response here: Advertisement method helps an organisation to promote their products and
services to a large audience, The advertising is very useful for the organisations as it covers a huge area of
the market with the various advertising activities such as newspaper ad, television ads etc. Public relation is
another major method of promotion used by the organisations in order to develop a positive image of the
brand among the customers.
14. 1.4 Review channels of distribution and estimate their
significance to marketing outcomes
Note that before undertaking this subtask, you will need to review the channels of distribution in the
Strategic Marketing Plan.
 identify the two channels of distribution – Internet and sales team are the two important channels of
distribution.
 write a summary on the significance of these channels of distribution to marketing outcomes
Insert your response here: The Internet is the fastest growing element in the market, and it is a very effective
channel of distribution which can help an organisation such as the 4 UP SKILLING to sell their products
online. The other channel is the sales team which helps organisation to sell their products directly to the
customers
15. 1.5 Identify and analyse level of customer service provision
to determine its significance to marketing outcomes
Note that before undertaking this subtask, you will need to review the customer service provisions in the
Strategic Marketing Plan.
 identify the three levels of customer service provision

Insert your response here: The first and most important level is the customer service, its states that a
company offers a product or service to the customers and customers needs that product or service. The
second level is the customer engagement, this states that the customer can follow and communication with
the companies they like through social media, online websites etc. The third level is customer intimacy, this
level states that customers are very closed connected to the organisation and the organisation can easily
identify the needs of their customers in this level of customer service.

16. 1.6 Identify potential customer base and key pressure points
Prior to undertaking this task, you will need to review the target market profile in the Strategic Marketing
Plan.
 identify the customer base
 profile each customer base
 identify the key pressure points to be successful in each customer base
Insert your responses into the table:
Customer base Profile Key pressure points
Students in
College,
Universities or
high school
Graduates,
Students, scholars
 Skills
 Knowledge
 Degrees
17. 1.7 Analyse and test the effect of the components of
marketing mix
In this task, you are required to examine the dynamics of the four components of a marketing mix and their
impact on each other.
 write a summary on how MyRTO’s components of marketing mix could influence each other
 identify the importance of each component of marketing mix on MyRTO’s customer base and provide
rationale
Insert your responses into the table:
Customer base Components Importance Rationale
College and
University
students
Product To attract
students
Product is the main element which is
provided to the customers by the
organisation
Pricing helps to attract the customers
and choose a particular organisation
among many.
Promotional activities helps to spread
awareness of the products among the
students.
It is important to provide effective
placement to the students to get training
in the best manner.
The customer service is a major factor
which helps a organisation to develop a
positive and impressive brand image
among the people.
Price
Gaining more
attraction or
profit
Promotion
Promotional
activities are
important to
market the
products such as
training courses
and programs
Placement Institutes and
training centers
Customer Service
Customer
service is
important to
satisfy the
customers need
and gain loyalty.

18. Task 2: Determine Marketing Mix for Specific Markets
This task builds on Task 1 where you established the groundwork to determine the most appropriate
marketing mix to achieve market outcomes.
In Task 2, you will determine the marketing mix that best satisfies MyRTO’s marketing initiatives.
To achieve this, you will need to refer to the Strategic Marketing Plan provided to you as a separate
attachment.
19. 2.1 Identify and assess environmental factors, and their
impact on marketing mix
 identify environmental factors that have an impact on the marketing mix
 identify which component of the marketing mix is affected by the environmental factor
 explain their impact on the marketing mix
Insert your responses into the table:
Environmental
factors
Marketing Mix
Affected
Impact of the factor on the marketing mix
Economical factor The cost of product will
be increased which will
lead to increase in the
price of the training
courses provided to the
customers
The 4 UP SKILLING changes the price of the courses
according to the economic condition within the market
.
Competition The competition within
the market also have a
great impact on the
price, product,
placement and
promotion of the
products and services
They decide the price, promotional methods and
placement elements according to the competition in
the market to gain competitive advantage.
Trends and Demand Trends and demand can
change then overall
structure of the
products and services
provided to the
customer's along with
the place and
promotional techniques
They also design and develop their product which are
the training course according to demand as well as
their coaching institutes are also modified according to
the demand and trends in the market.
20. 2.2 Identify consumer priorities, needs and preferences
affecting marketing mix
 Identify consumer priorities, needs and preferences that have an impact on the marketing mix
Insert your responses here: The needs of the students such as online courses or low price training programs,
classes with high technology and trends have a great impact on the product, price, promotion and placement
of the products.

21. 2.3 Evaluate marketing mix variables against objectives,
target market and positioning
This subtask requires you to evaluate the marketing mix variables against marketing objectives, target
market characteristics and desired positioning. In this subtask, we refer product, pricing, promotional,
distribution and service variations as the ‘marketing mix variables’.
 evaluate how each of the marketing mix variable is aligned to the:
marketing objectives
target market characteristics
desired positioning of the product
Insert your responses into the table:
Marketing mix
variables Marketing objectives, Target Market Characteristics, Desired Positioning
Product To attract maximum students going to Universities and achieve a leading
position in the field of training and development
Pricing Ton attract students of every economic class such as lower, middle and upper
class.
Promotion To gain popularity among the students at various universities and high schools.
Distribution To provide services and products to each and every student with ease of access
Service variation Online, personal and group training.
22. 2.4 Select marketing mix that best satisfies target market
and meets marketing objectives
This subtask requires you to reflect your findings from all of the subtasks you have undertaken earlier. You
will determine the marketing mix for the Change Management Program that is most profitable to MyRTO’s
marketing objectives.
 select marketing mix variables
Insert your responses into the table:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Training courses University programs Practical training
Pricing Penetration Premium Penetration
Promotion Advertisement Online promotion Brochures and Posters
Distribution Online and Sales team Online and sales team Sales team
Customer Service Level Customer engagement Customer intimacy Customer intimacy
23. 2.5 Seek approval to the marketing mix decision
This subtask requires you to send an email to the Marketing Manager (your Assessor) to seek approval for
your marketing mix decision, which was based on the earlier subtasks.
Note that to perform this task, you need to review the budget information provided in the Strategic
Marketing Plan and use the Budget Template (see worksheet Task 2.5) provided to you as a separate
attachment.
 Complete the Budget Template (Task 2.5) to table an estimated budget for your marketing mix

Marketing
Budget(Final Phase)
Expenses Quarter 3 Quarter
4 Total % of total
Trainers or Professionals salary $6,000.00 $6,000.00 $12,000.
00 24.0%
Website maintenance cost $1,000.00 $1,000.00 $2,000.0
0 4.0%
Cost of marketing such as Advertisement,
Brochure etc $7,000.00 $7,000.00 $14,000.
00 28.0%
Power supply cost $2,000.00 $2,000.00 $4,000.0
0 8.0%
Distribution cost $3,000.00 $3,000.00 $6,000.0
0 12.0%
Salary to the marketing team $5,000.00 $5,000.00 $10,000.
00 20.0%
Other expenses $1,000.00 $1,000.00 $2,000.0
0 4.0%
Quarterly Total $25,000.00 $50,000.
00
Grand
Total
 upon the receipt of the feedback from your Marketing Manager, make the necessary adjustments
Marketing
Budget(Final Phase)
Expenses Quarter 3 Quarter 4 Total % of total
Trainers or Professionals salary $5,000.00 $10,000.00 $15,000.00 30.0%
Website maintenance cost $1,000.00 $1,000.00 $2,000.00 4.0%
Cost of marketing such as Advertisement,
Brochure etc $8,000.00 $8,000.00 $16,000.00 32.0%
Power supply cost $2,000.00 $2,000.00 $4,000.00 8.0%
Distribution cost $2,000.00 $4,000.00 $6,000.00 12.0%

Salary to the marketing team $6,000.00 $12,000.00 $18,000.00 26.0%
Other expenses $1,000.00 $1,000.00 $2,000.00 4.0%
Quarterly Total $25,000.00 $50,000.00
Grand
Total
 Attach the email exchange with this stakeholder
To,
The Marketing Manager
4 UP SKILLING LTD.
Respected sir, This is to inform you that due to the variance between estimated and actual reach, I
have made appropriate changes in the marketing budget. I have increased the budget for the cost of
advertisement and other promotional activities which can be very effective for promoting the training
programs and courses among the students. I have also increased the budget to pay the salary to the
marketing team in order to increase the effectiveness and efficiency of the marketing function. Kindly go
through the modified budget and let me known if this budget is appropriate or not.
Best regards
XYZ
 See your Student Assessment Guide for detailed instructions.

24. Task 3: Monitor and Adjust the Marketing Mix
In this task, you will review the outcomes of the marketing mix and make the necessary adjustments to
ensure that the marketing mix meets organisational marketing objectives and desired positioning.
By the end of Task 3, you will determine the marketing mix that best satisfies MyRTO’s marketing
initiatives based on the market response data.
25. 3.1 Monitor marketing mix against marketing performance
and isolate components for testing
In this task, you will review the marketing performance data and then isolate the marketing mix components
for testing.
To achieve this, you will need to refer to the Marketing Mix Outcomes spreadsheet provided to you as a
separate attachment.
 calculate the variance between planned and actual results
Insert your responses into Excel spreadsheet sent to you by your Assessor
 investigate causes of
variance
Insert your responses here:
The causer for the variance
is the high price of the
training courses and
improper marketing
techniques.
 isolate components for
testing
Insert your responses into
the table:
Marketing mix
components Test Strategy Expected Outcome
Product Online trial Identification of the most demanded
product
Pricing Launching programs at lower prices
as well as premium prices. Identification of the purchasing
power of the customers
Promotion Measuring the response of each and
every promotional activity
Identification of the best and most
beneficial technique form promotion
such as Advertisement
Placement
Comparison of number of trainees
in the institutes and online
Determination of the most
favourable placement of the
products such as high-tech coaching
centers.
Estimated Actual Variance
Total Reach 8500 2453 6047
Leads 2000 321 1679
Customers 245 46 199

26. 3.2 Evaluate implications of altering components of
marketing mix
In this subtask, you will review the market factors and then evaluate the possible implications of altering the
components of the marketing mix on consumer response. To achieve this, you need to refer to the ‘External
Landscape’ section in the Strategic Marketing Plan and your findings in Task 3.1.
 based on the given market factors, alter the components of the marketing mix
 based on the given market factors, alter the components of the marketing mix
Insert your responses into the table:
Scenario Implications on consumer response
Scenario 1: Reducing
the price
The student of every economic class are started getting attracted to the
products or courses provide by the 4 UP SKILLING
Scenario 2: Improving
the placement
The students are highly satisfied with the placement of the training courses
Scenario 3: Improving
the marketing
techniques
The new promotional techniques are reaching to a large audience.
27. 3.3 Adjust components of marketing mix in response to test
results and market-response evaluation
In this task, you will adjust the components of the marketing mix in response these test results and market-
response evaluation you have undertaken in Tasks 3.1 and 3.2.
 adjust your marketing mix variables
Insert your responses into the table:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Training courses University programs Practical training
Pricing Penetration Penetration Premium
Promotion Advertisement, Online
promotion Online promotion
Brochures and
Posters, Online
promotion
Distribution Online and Sales team Online and sales team Sales team
Customer Service Level Customer engagement Customer intimacy Customer intimacy

28. 3.4 Ensure adjusted marketing mix meets budgetary
requirements
Note that to perform this task, you need to review the budget information provided in the Strategic
Marketing Plan and use the Budget Template provided to you as a separate attachment.
 complete the Budget Template (Task 3.4) to table an estimated budget for your adjusted marketing mix
Marketing Budget(Final
Phase)
Expenses Quarter 3 Quarter 4 Total % of total
Trainers or Professionals salary $5,000.00 $10,000.00 $15,000.00 30.0%
Website maintenance cost $1,000.00 $1,000.00 $2,000.00 4.0%
Cost of marketing such as Advertisement, Brochure
etc $8,000.00 $8,000.00 $16,000.00 32.0%
Power supply cost $2,000.00 $2,000.00 $4,000.00 8.0%
Distribution cost $2,000.00 $4,000.00 $6,000.00 12.0%
Salary to the marketing team $6,000.00 $12,000.00 $18,000.00 26.0%
Other expenses $1,000.00 $1,000.00 $2,000.00 4.0%
Quarterly Total $25,000.00 $50,000.00
Grand
Total
 send the modified versions to your Marketing Manager
 attach the email exchange with this stakeholder
To,
The Marketing Manager
4 UP SKILLING LTD.
Respected sir, This is to inform you that due to the variance between estimated and actual
reach, I have made appropriate changes in the marketing mix. I have planned to provide various
products at lower price in order to attract more students at the early stage. Kindly go through the
modified budget and let me known if this budget is appropriate or not.
Best regards
XYZ

 see your Student Assessment Guide for detailed instructions.
29. 3.5 Ensure adjusted marketing mix continues to meet
organisational, strategic and operational marketing objectives,
and desired positioning
In this task, you will re-adjust the components of the adjusted marketing mix in response to the outcomes
achieved after your initial adjustment in Tasks 3.1 – 3.4.
You will be provided these result data by your Marketing Manager (your Assessor) prior undertaking this
subtask.
Background to the situation is given below:
It has been three months since the initial adjustment of the marketing mix and the Marketing Manager has
undertaken another evaluation as an organisational procedure.
The results have shown that further adjustment is necessary to remain competitive in the market for the
remaining quarters: Quarter 3 and 4. There have been changes in some market factors which have had an
impact on desired positioning. These results will be made available to you shortly.
You are required to re-adjust your marketing mix to ensure profitability in accordance to the
organisational, strategic and operational marketing objectives, and desired positioning.
 complete the Budget Template (Task 3.5) to table an estimated budget for your re-adjusted marketing
mix
Marketing Budget(Final
Phase)
Expenses Quarter 3 Quarter 4 Total % of total
Trainers or Professionals salary $5,000.00 $10,000.00 $15,000.00 30.0%
Website maintenance cost $1,000.00 $1,000.00 $2,000.00 4.0%
Cost of marketing such as Advertisement, Brochure
etc $6,000.00 $12,000.00 $18,000.00 36.0%
Power supply cost $2,000.00 $2,000.00 $4,000.00 8.0%
Distribution cost $2,000.00 $4,000.00 $6,000.00 12.0%
Salary to the marketing team $8,000.00 $8,000.00 $16,000.00 32.0%
Other expenses $1,000.00 $1,000.00 $2,000.00 4.0%
Quarterly Total $25,000.00 $50,000.00
Grand
Total
 re-adjust your marketing mix in accordance to the results received

Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Training courses University programs Practical training
Pricing Penetration Penetration Penetration
Promotion Advertisement, Online
promotion Online promotion
Brochures and
Posters, Online
promotion
Distribution Online and Sales team Online and sales team Sales team
Customer Service Level Customer engagement Customer intimacy Customer intimacy
 upon the receipt of the feedback from your Marketing Manager, make the necessary adjustments
 attach the email exchange with this stakeholder
To
The Marketing Manager
4 UP SKILLING LTD
Respected Sir, This is to inform you that with respect to your feedback I have made suitable
adjustments in the marketing mix, I strategies to set the penetration pricing for all the target market which I
thing will be effective way to improve the marketing technique of the organisation.
Best regards, XYZ
 see your Student Assessment Guide for detailed instructions.
Re-adjust your marketing mix using the table below:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Training courses University programs Practical training
Pricing Penetration Penetration Penetration
Promotion Advertisement,
Brochures and Posters,
Online promotion
Advertisement, Brochures
and Posters, Online
promotion
Advertisement,
Brochures and
Posters, Online
promotion
Distribution Online and Sales team Online and sales team Sales team
Customer Service Level Customer intimacy Customer intimacy Customer intimacy

For Assessor Use Only
30. Task Outcome Sheets
The Outcome Sheet below is the assessment tasks for each of the assessment event that the student is
required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment
task and ‘NYS’ if the student does not meet these requirements. Also, you are required to write comments
on the quality of this evidence under the ‘Comments’ column. As for your final judgement on the student’s
overall performance, tick ‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or
‘Not-Yet-Satisfactory’.
31. Assessment Event 1
Assessment Event 1
Knowledge Questions S NY
S Comments
Question 1
Question 2
Question 3
The student’s performance for Assessment Event 1 is  Satisfactory
Assessor Signature: Date:

32. Assessment Event 2 - Simulation
Assessment Event 2 S NYS Comments
Task 1:
Evaluate each
component of
marketing mix
Sub Task
1.1
Sub Task
1.2
Sub Task
1.3
Sub Task
1.4
Sub Task
1.5
Sub Task
1.6
Sub Task
1.7
Task 2:
Determine
marketing mix for
specific markets
Sub Task
2.1
Sub Task
2.2
Sub Task
2.3
Sub Task
2.4
Sub Task
2.5
Task 3:
Monitor and
adjust the
marketing mix
Sub Task
3.1
Sub Task
3.2
Sub Task
3.3
Sub Task
3.4
Sub Task
3.5
The student’s overall performance is  Satisfactory
Assessor Signature: Date:

33. Student Feedback Form
Dear Student,
We are keen to improve our products and services, and assessment tools are a key part of this. Therefore, we
would welcome your feedback on the assessment. If you could take a few minutes to complete the form
below, it would be greatly appreciated. Please provide thoughtful responses as your opinions are highly
valued.
Yes No Feedback Questions
Y   N Did the assessment cover the training you received for this unit?
Y   N Were the tasks in Assessment Event 2 based on realistic activities that you would expect to
be doing in a workplace?
Y   N Did you understand the assessment instructions?
Y   N Were the tasks easy to understand?
Y   N Did the Assessor set up and run the simulations professionally?
Y   N Was the Assessor’s decision fair?
Y   N Was the Assessor’s feedback specific?
Y   N Was the Assessor’s feedback comprehensive?
Y   N Was the Assessor’s feedback constructive?
Y   N Was the Assessor’s feedback timely?
Y   N Were you satisfied with your effort in this assessment?
What would you change about this assessment?
What could the assessor have done differently to improve the
assessment process and/or assessment feedback?
Overall, what was the most significant challenge of this
assessment?
Overall, what did you like the most about this assessment?
Do you have any other comments you wish to make with
regard to your assessment experience?