BSBMKG502 Establish and Adjust the Marketing Mix Assessment Workbook

The BSBMKG502 Establish and Adjust the Marketing Mix Assessment Workbook contains knowledge questions and simulation tasks. The simulation tasks are based on evaluating, developing, monitoring, and adjusting a marketing mix for a Registered Training Organisation (RTO), MyRTO. The workbook includes a pre-assessment checklist and requirements to achieve competence. The knowledge questions cover principles of consumer behavior, principles of the marketing mix, and statistical techniques used in market intelligence.

Student Assessment Workbook
BSBMKG502
Establish and Adjust the Marketing Mix
Version 1.0
October 2016
Student Full Name:
Student ID:
Date Submitted:
Address: Level 2, 16 – 18 Wentworth Street Parramatta NSW 2150
Phone : [phone] Email : [e-mail] Web: www.avlc.edu.au

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 – Knowledge 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.
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 several 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.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
 complete all the questions and tasks listed in the Student Assessment Workbook
 meet all the requirements listed in this Student Assessment Guide
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 your responses to the questions and tasks must be relevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessor within the set timeframes
 your work must be in your own words
 where you use an external source of information, you must provide citation.
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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 the information with you prior to undertaking this assessment.
Checklist Comments
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.
Student Full Name Student ID Student Signature Date
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Assessment Event 1 – Knowledge 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 the marketing mix and statistical techniques used in market intelligence.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result with each
question to be deemed satisfactory for the whole of Assessment Event 1.
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 behavior Explanation of principle Examples of buyer behavior
Cultural These aspects have a great
effect on the behavior of a
consumer and the way their
influence behavior is
considerably profound and
wider. There is a need
therefore for marketers to
recognize consumer’s culture,
subculture, and social class and
identify the roles played by
them on buyer’s behavior.
 Culture of the buyer
 Subculture and
 Social class
Social Social elements which include
small groups of consumers,
their families, consumer’s
social roles and their status
have a great impact on the
behavior of consumers.
 Social groups
 Family
 Status and roles
Personal The characteristics of an
individual which include their
age, lifestyle, profession, their
economic condition, their
personality, and own
perception affect the decisions
of consumers as it greatly
influences their behavior.
 Age
 Profession
 Condition of the economy
 Personality and own
perception
 Lifestyle
Psychological Psychological factors have a
great impact on the decisions
made by the buyers. These
aspects affecting buyer
decision include the level of
motivation a product exerts to
an individual, their insight,
principles, and attitudes as well
as knowledge brought about by
the product or service to be
bought.
 Motivation
 Level of need
 Opinions and insights
 Principles and attitudes
 Knowledge
Conditional/ Situational The condition in which the  Physical condition/situation
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buyer is in will influence
his/her decisions. Situational
factors are short term and they
have a deeper influence on the
buyer depending with the level
or the extent to which the
consumer need a product.
These factors whether a
consumer will either purchase
a service or a product, purchase
extra services or even buy none
of your offerings.
 Social circumstances
 Tome situations
 Buyer’s own reasons for
purchase and
 The moods of the customer
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 A product can be described as
anything designed or
developed in order to meet the
requirements of a given group
of individuals. A product can
take any shape or form which
is either physically tangible
good or an intangible form
such as a service.
i. Detergents and cosmetics
ii. Clothing
iii. Healthcare supplies
iv. School supplies among
others.
Price Price is the valuation of a
product and it includes what
consumers give in return to
enjoying a product. Price is a
significant factor when
designing a marketing mix
strategy.
i. Price skimming
ii. Reduced/low-cost pricing
iii. Package pricing
iv. Premium pricing
Promotion Promotion involves the
creation of brand awareness to
the public in order to gain a
broad base of customers to buy
your product. Through
promotion which is conducted
through various campaigns
including advertising can help
in boosting recognition of a
brand and also the sales level
can also go up.
i. Social media platforms
ii. Newspapers
iii. Magazines
iv. Televisions and radios
v. Flyer
vi. Brochures
vii. Posters
viii. Internet
Placement This can be said to be the place
at which sales will be done and
it includes the channels to be
used in distributing the
products from the producers to
consumers. To enhance the
accessibility of the product,
i. Channels of distribution
 Physical office
 Wholesalers
 Retailers
 Salespersons
 Firm’s branches
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there has to be a well-defined
channel of distribution
including physical offices
where potential customers can
purchase the products.
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
Factor analysis This is a statistical technique
used in explaining the variation
in the observed, interrelated
variables in relations to the
possibility of a reduction in the
number of the unnoticed
variables referred to as factors.
Analysis of variance (ANOVA) This is where numerous
models of statistics are brought
together with their procedures
of estimation to examine the
differences existing between
groups. Group means
differences are analyzed in a
sample. Ronald Fisher who is a
biologist and a statistician
came up with this tool. The
tool can be significant when
testing groups which are more
than three.
Correlation statistics This is a very useful tool which
is used in the identification of
the relationship which exists
between variables. The method
can be useful when finding out
different factors in an
individual which significantly
varies with other factors in the
same individuals with a similar
one factor while other factors
may be varying.
Sampling It is a process where different
thoughts and ideas are
collected from people and this
is applicable where there is no
possibility of accessing the
whole population.
Regression analysis It is the technique used in
approximating variable
relationships. The technique
involves examination of
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various variables where the
concentration is made on a
single dependent variable
where the relationship with
other independent variables is
analyzed.
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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
 develop the marketing mix for the non-accredited training program
 monitor the marketing mix against market response
 finalise the marketing mix for the non-accredited training program.
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
Insert your response into the table:
Key characteristics Significance to the market
Interdisciplinary This involves the development of something which is generally new by
thinking across restrictions.
Networked By seeing the big picture of the organization and considering it from the
main viewpoint of distributors, much will be gained in regards to the
complexity of the existing relationships and elements of the organization.
Personalized This involves the methods of achieving the requirements of customers in a
cost-effective way while at the same time making communications quicker
and easier, customer satisfaction will be achieved due to quality customer
service and repeat visits by customers is probable.
Collaborative This is where organizations agree and decide through the signing of a
consent to share their resources with each other in order to achieve a
common goal.
Inquiry-based This is the type of learning in which individuals directs questions to
themselves and to answer these questions, they have to undertake research.
This technique inspires someone to come up with questions which will be
useful in learning about a given topic instead of providing students with
straight away knowledge.
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1.2 Review pricing policy and analyse pricing variables to determine their effect on
demand
Insert your responses into the table:
Pricing policy and variables Effect on demand
Pricing policy 1: Deals with special
packages
 public: the offer attractiveness will be increased if
discounts are offered to groups.
 NGOs: quality products which are reasonably priced will
raise the level of sales
 corporate: the demand for the product may be affected
positively
Pricing policy 2: Price discrimination  public: unavailable
 NGOs: raising sales through price reduction
 corporate: unavailable
Pricing variable
1:
Chosen price point  public: discounts offered to groups may inspire people to
purchase an offer
 NGOs: providing products of good quality will raise
product demand
 corporate: medium and high-class people will be attracted
to the high prices set for a product with the perception of
the product having good quality.
Pricing variable
2:
Premium pricing  public: medium and high-class individuals will be
attracted
 NGOs: unavailable
 corporate: high and medium class people will regularly be
attracted to high prices as they related the prices with
good quality products.
Pricing variable
3:
Flexible payment
options
 public: pricing strategy will be negatively affected
because expenses will be incurred
 NGOs: unavailable
 corporate: people will be attracted to this but loyalty must
be maintained
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1.3 Analyse promotional methods to determine their importance to marketing
outcomes
Insert your response here:
 Public relations
This is a strategy where the mutual relationship between organizations, the general public, and media is
created. A positive coexistence between different party has to be maintained. Other than ensuring proper
public relationship which entails the development of favorable publicity through the media, its also
important to ensure the reduction of negative situations which might occur.
 Personal selling
This involves the creation of brand awareness where the salesperson representing a particular firm interacts
with their targeted audience of consumers on a face to face dealings where they transact business.
Significance of these promotional methods to marketing outcomes
Promotion of goods and services is significant when marketing firm’s products. This is where an
organization brand is introduced to a targeted audience to inform them about the availability of the brand
including communicating to them the key ingredients of a product and the benefits accrued with the use of
the product. Customers through promotional campaigns get aware of a product offering and probably get
attracted to the brand thus becoming interested in the product. Promotions provide an organization with
customers who become loyal to the organization and its offering. Several methods are used in promotion
including advertising, personal selling, and public relations.
1.4 Review channels of distribution and estimate their significance to marketing
outcomes
Insert your response here:
Zero level channel Direct channel
Producers here distribute their goods and services directly to the consumers rather than using intermediaries
such as wholesalers or retailers.
Indirect channel
This is where the producers of goods and services use the intermediaries of middlemen to assist in the
distribution and selling of goods to the consumers by taking the products from the point of production to the
consumers.
1.5 Identify and analyse level of customer service provision to determine its significance
to marketing outcomes
Insert your response here:
Customer service
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Companies produce goods and services to offer in the market place to a targeted audience where that
audience happens to e in need of the product offering. The company will, therefore, transact business with
the customers where they will offer their products and receive money in return. This is a swift method where
once each party is satisfied, the transaction is closed
Customer engagement
This can be described as an interaction between customers and companies where customers keep in touch
with their favorite companies in order to develop a mutual relationship, trust, and loyalty between them and
the company. Customer engagement is not about transacting businesses but it’s about the creation of the
relationship. Through mutual understanding, customers will always purchase their products from the
company they are well engaged for a long time.
Customer intimacy
This is the point at which the company due to the relationship that exists between them and the customers,
can foresee the needs of customers and therefore act in resolving the issue in order to meet these needs in
future.
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1.6 Identify potential customer base and key pressure points
Insert your responses into the table:
Customer base Profile Key pressure points
Assessment of the
market Markets which are
existing and can be
accessed. Many
factors are
considered
including
resources,
geography,
capability
constrictions
among others.
 Sizing
 Development
 Expansion
Assessing
competition Come up with the
team which will
decide about
customer
prioritization.
 Types of competitors
 Value suggestions
 Competitors names and titles
Identification and
targeting of
customers
To enhance speedy
transactions in a
business, there is a
need to find and
prioritize
customers who will
enhance this.
 Types of customers
 Names and titles of individuals
 Target organization
1.7 Analyse and test the effect of the components of marketing mix
Insert your responses into the table:
Customer base Components Importance Rationale
NGO Product 5 Due to changes in climate, most of the
NGOs found it important to make an
attempt in marketing themselves to
their level best. In most of the time, the
strategy worked but appears to be
workable in the short term. In today’s
world of business, organizations are
striving to sell more than their
competitors by making their products to
appear much better.
Price 4
Promotion 4
Placement 4
Customer Service 4
Public Product 5 The credibility of the organization will
be boosted by the public since it will be
operating using various intermediaries
who are trusted. Additionally, the
selected intermediaries provide useful
information to the public who therefore
rely on them in eliminating nonsenses.
The communication is made to
Price 5
Promotion 4
Placement 4
Customer Service 4
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individuals in the form of a circle
sharing common interest rather than
addressing them individually.
Corporate
Entities
Product 5 Company offerings are complemented
in a logical manner. The done basing
the argument on the organization’s
views. This point of view is what
provides identities to corporations and
their brands. The corporate brand is
what enables the company to gain all
round advantage through distinct
platforms enhancing organizational and
stakeholder relationships.
Price 5
Promotion 4
Placement 3
Customer Service 3
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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.
2.1 Identify and assess environmental factors, and their impact on marketing mix
Insert your responses into the table:
Environmental
factors
Marketing Mix
Affected
Impact of the factor on the marketing mix
Resellers Price
the resellers might price products differently even
though the products are similar.
International
customers
Product
When exporting products to the customers abroad,
they might have a defect on their way.
Competitors Promotion
Some competitor appears to be shrewder when
promoting their products
Economic factors Place Certain places appear to be inappropriate when
deciding to set up a business because people might fail
to realize the existence of such a business.
Suppliers Product The suppliers have specific customers who they
prioritize and consider favorable to them. With this in
mind, they might consider you as less important to
them and thus experience delays in receiving your
supplies.
2.2 Identify consumer priorities, needs and preferences affecting marketing mix
Insert your responses here:
Public
All the public clients require is to provide the background of the business where they attend programs which
are less expensive to them in order to enhance service delivery face to face.
NGO (Non-Governmental Organizations)
These are non-profit making entities whose purpose is to assist organizations in developing their employees
professionally in a way which is fairly cheap and affordable where a large number of clients in a given
company are to receive the services.
Corporate Entities
They are the corporations whose purpose and intention is to develop the skills and knowledge of individuals
in a more professional manner.
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2.3 Evaluate marketing mix variables against objectives, target market and positioning
Insert your responses into the table:
Marketing mix
variables Marketing objectives, Target Market Characteristics, Desired Positioning
Product Public: templates in projects of change management, slide shows, changes in a
sample management plan, handouts provided in class in form of articles.
NGO: templates in projects of change management, slide shows, changes in
sample management plan, handouts provided in class in the form of articles.
Corporate Entities: change management plan, slideshows, accredited copy of
the body of knowledge in change management.
Pricing Public: $8,500 per participant
NGO: $4,500 per participant
Corporate Entities: $ 10,700
Promotion Public: discounts to offered to groups (23% when a client refers to a friend -a
minimum of three)
NGO: required to make payment upfront
Corporate Entities: payment options available is flexible
Distribution Public: face to face activity-based course delivering using company RTO. The
course is offered in NSW, WA, and QLD
NGO: face to face activity-based course delivering using company RTO. The
course is offered in NSW, WA, and QLD
Corporate Entities: delivery of the course is conducted on-site in the premises
of the client.
Service variation Public: there is an upgrade of the public client to a gold class where an extra
cost of $1,200 is charged. There will be a participation certificate which will be
paper framed.
NGO: lunch will be provided at zero charges and a certificate which will be
PVC farmed will be provided for the participants when the course ends.
Corporate Entities: lunch will be provided for free with inclusion of beverages
and an attendance certificate which will be framed with timber will be given at
the end of the course.
2.4 Select marketing mix that best satisfies target market and meets marketing
objectives
Insert your responses into the table:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Design Technology Branding
Pricing Strategies Skimming Penetration
Promotion Special offers Product promotion endorsements
Distribution Retail Wholesale Direct sales
Customer Service Level Employees Management Culture
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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
 upon the receipt of the feedback from your Marketing Manager, make the necessary adjustments
 see your Student Assessment Guide for detailed instructions.
Email from the Student
Dear Manager, Marketing Department,
I am writing this to seeking out for your authorization on my proposal about my own assessment in regards
to the existing marketing mix with consideration to the responses from consumers and various factors in the
market, my personal evaluation in relation to the marketing mix adjustments and my own budget which has
been adjusted to enhance successful implementation of marketing mix.
Please find attachments and review them and give me necessary feedback in your convenience time.
Yours faithfully,
Assistant Marketing Officer.
Email from the Assessor
Dear Marketing Officer,
Receive many regards for the email sent and the proposal regarding the marketing mix. I went through the
various attachments and found several issues. First, the budget needs to be revised and also the mix used in
promotion has to be reviewed because it seems not to focus on the direction of the organization.
Please check them and fix the above-mentioned issues and get back to me through the email if any
assistance is required.
Yours sincerely,
Manager, Marketing Department.
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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.
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
Estimated Actual Variance
Direct Mail 3.2% 4.8% -1.4%
Email
Marketing 4.8% 2.2% 2.6%
Organic
Search 12.4% 23.4% -11.0%
Website
Traffic 30.0% 22.3% 7.7%
Networking 8.8% 6.2% 2.6%
Social Media 19.2% 23.2% -4.0%
E-brochure 9.2% 6.9% 2.3%
Local Radio 12.2% 11.0% 1.2%
Total 100.0% 100.0% 0.0%
 investigate causes of variance
Variance emanated from mails which came direct, the organic search and social media. Extra budget should
have been provided to these strategies due to the precariousness in pricing. The variances were furthermore
were counter weighted by other elements in which spent less amount than the budgeted one hence covering
the deficit.
 isolate components for testing
Insert your responses into the table:
Marketing mix
components Test Strategy Expected Outcome
Product Ongoing development Achieve the demands of customers
Pricing Pricing strategy which is effective Gain reputation
Promotion Branding products online Awareness of brand or product
Placement Physical stores/ online store Visibility and identification
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3.2 Evaluate implications of altering components of marketing mix
Insert your responses into the table:
Scenario Implications on consumer response
Scenario 1:
Competition
 Performance of
quality is poor
Quality of education is crucial not only to the students or consumers but also to
the organization where research is being conducted and therefore students are
likely to gain insight into other courses
Scenario 2:
The Situation of the
economy
 Government
provision of
high incentives
This will be an opportunity for students and consumers and they will, therefore,
consider it as an advantage to them as well as take into account the quality and
value brought about by education.
Scenario 3:
Technology
 Face to face
interaction
Training and learning programs which incorporate face to face interaction will
bring several advantages such as creating a stronger foundation while the
students are in the process of learning. There should be an effort therefore to
enhance an environment which is friendly for learning to take place.
3.3 Adjust components of marketing mix in response to test results and market-
response evaluation
Insert your responses into the table:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Quality Service Design
Pricing Strategies Skimming Penetration
Promotion Special offers Public Relations Promotion blend
Distribution Direct sale Retail Wholesale
Customer Service Level Patent rights Good Basic
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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
 upon the receipt of the feedback from your Marketing Manager, make the necessary adjustments
 send the modified versions to your Marketing Manager
 see your Student Assessment Guide for detailed instructions.
Adjusted marketing Mix Budget
Final Phase of the Marketing Budget
Expense Category Qtr 3 Qtr 4 Category
Total
% of
Total
Continuous Development - Product $7,000.00 $8,000.00 $15,000.00 15.0%
Advertisements/Promotion - Promotion $6,000.00 $4,000.00 $10,000.00 10.0%
Improvement on Facilities - Promotion $8,000.00 $10,000.00 $18,000.00 18.0%
Hiring of effective Lecturer – Customer Service $5,000.00 $7,000.00 $12,000.00 12.0%
Effective Pricing Strategy - Pricing $15,000.00 $10,000.00 $25,000.00 25.0%
Training Centres Visibility - Distribution $10,000.00 $10,000.00 $20,000.00 20.0%
Quarterly Total $51,000.00 $49,000.00 $100,000.00 $100.00
New Adjustments
Grand
Total
Final Phase of the Marketing Budget
Expense Category Qtr 3 Qtr 4 Category
Total % of Total
Continuous Development - Product $5,000.00 $8,000.00 $13,000.00 13.0%
Advertisements/Promotion - Promotion $7,000.00 $7,000.00 $14,000.00 14.0%
Improvement on Facilities - Promotion $8,000.00 $10,000.00 $18,000.00 18.0%
Hiring of effective Lecturer – Customer Service $7,000.00 $6,000.00 $13,000.00 13.0%
Effective Pricing Strategy - Pricing $10,000.00 $10,000.00 $20,000.00 20.0%
Training Centres Visibility - Distribution $12,000.00 $10,000.00 $22,000.00 22.0%
Quarterly Total $49,000.00 $51,000.00 $100,000.00 $100.00
Grand
Total
Email from the Manager, Marketing Department
Dear Student,
From the previous budget sent in regards to Q3 and Q4, I analyzed the budget and made several
recommendations. First, you have to revise your marketing budget in order to ensure more allocation of
funds to promotional methods in order to attract a large number of students, in order to ensure highly
qualified lecturers are employed to deal with the matters about quality of education and also the budget
should reviewed to enhance acquisition of extra facilities for training in order to attain greater visibility and
more customers in main areas.
BSBMKG502 Student Assessment Workbook | Student ID: Page 20

Kindly review the plan and make necessary adjustments
Yours sincerely
Manager, Marketing Department
Email from the Manager, Marketing Department
Dear Marketing officer,
Thank you for the sent email briefing about your marketing proposal and the adjusted budget for the same as
I had requested. I did a review on the budget and re-evaluated the costs and it appears satisfactory to me.
You may go ahead to finalize on your report and once you are through please let me have a hard copy of the
report for reference purpose.
Feel free to email me once you have any queries.
Yours sincerely,
Manager, Marketing Department.
3.5 Ensure adjusted marketing mix continues to meet organisational, strategic and
operational marketing objectives, and desired positioning
Re-adjust your marketing mix using the table below:
Marketing mix
variables Target market 1 Target market 2 Target market 3
Product Design Quality Variety
Pricing Penetration Strategies Skimming
Promotion Online promotion of
sales Advertising Direct marketing
Distribution coverage Assortments Channel
Customer Service Level Patent rights Excellent Good
BSBMKG502 Student Assessment Workbook | Student ID: Page 21

Final Phase for Marketing Budget
Expense Category Qtr 3 Qtr 4 Category Total % of Total
Product $15,000.00 $15,000.00 $30,000.00 30.0%
Promotion $12,000.00 $12,000.00 $24,000.00 24.0%
Customer Service Level $10,000.00 $10,000.00 $20,000.00 20.0%
Pricing $7,000.00 $7,000.00 $14,000.00 14.0%
Distribution $6,000.00 $6,000.00 $12,000.00 12.0%
Quarterly Total $50,000.00 $50,000.00 $100,000.00 $100.00
Grand Total
Adjusted Marketing Budget for the Final Phase
Expense Category Qtr 3 Qtr 4 Category Total % of Total
Product $15,000.00 $15,000.00 $30,000.00 30.0%
Distribution $12,000.00 $12,000.00 $24,000.00 24.0%
Promotions $10,000.00 $10,000.00 $20,000.00 20.0%
Customer Service Level $7,000.00 $7,000.00 $14,000.00 14.0%
Pricing $6,000.00 $6,000.00 $12,000.00 12.0%
Quarterly Total $50,000.00 $50,000.00 $100,000.00 $100.00
Grand Total
BSBMKG502 Student Assessment Workbook | Student ID: Page 22

For Assessor Use Only
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 tasks or ‘Not-Yet-Satisfactory’.
Assessment Event 1 – Knowledge Questions
Assessment Event 1
Knowledge Questions S NYS Comments
Question 1
Question 2
Question 3
The student’s performance for Assessment Event 1 is  Satisfactory  Not-Yet-Satisfactory
Assessor Signature: Date:
BSBMKG502 Student Assessment Workbook | Student ID: Page 23

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  Not-Yet-Satisfactory
Assessor Signature: Date:
BSBMKG502 Student Assessment Workbook | Student ID: Page 24

Assessment Outcome Sheet
Student ID Family Name First Name
Course
Code Course Title
Unit Code BSBMKG502 Unit Title Establish and Adjust the Marketing Mix
Assessment Outcome
Assessor, please tick and date the student’s final outcome of this assessment:
Initial Submission Date Re-submission 1 Date Re-submission 2 Date
C NYC ___/___/____ C NYC ___/___/____ C NYC ___/___/____
Assessor’s Feedback
Assessor, please provide your comments on the student’s final outcome of this assessment:
Assessor Full Name Signature Date
Receipt of Student’s Assessment
Assessor, you must provide the completed copy of this receipt to the student as an evidence of submission of their
assessment to you.
Student ID Family
Name
First
Name
Course Code Course Title
Unit Code BSBMKG50
2 Unit Title Establish and Adjust the Marketing Mix
Due Date __/__/___ Date
Received
__/__/
___
Extension
Approve
d
Y  N 
Date
Approve
d
__/__/___
Initial Submission  Re-submission 1  Re-submission 2

Assessor’
s
Signature
BSBMKG502 Student Assessment Workbook | Student ID: Page 25

BSBMKG502 Student Assessment Workbook | Student ID: Page 26