BSBMKG502 Assessment: Establish and Adjust Marketing Mix Report

This document presents a comprehensive assessment report for the BSBMKG502 unit, focusing on the establishment and adjustment of marketing mixes. It includes two main assessment events: short answer questions and a MyRTO simulation. The short answer questions assess the student's understanding of consumer behavior principles, the four principles of the marketing mix (Product, Price, Place, and Promotion), and their application to industry contexts. The simulation involves evaluating, developing, monitoring, and adjusting a marketing mix for a Registered Training Organisation (RTO), MyRTO. The student, in the role of a Marketing Officer, analyzes strategic marketing plans, uses budget templates, and interprets market response data to make informed decisions. The report covers identifying environmental factors, consumer needs, and evaluating marketing mix variables against objectives to select the most suitable marketing mix. It also includes monitoring marketing performance, adjusting components of the marketing mix based on test results, and ensuring the adjusted mix meets budgetary and organizational requirements. The assessment also includes a pre-assessment checklist and student feedback form.

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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