BSBMKG502 Establish and Adjust the Marketing Mix Assessment Workbook

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
 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.
BSBMKG502 Student Assessment Workbook | Student ID: Page 1

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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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