- BSBMKG502B - Establish and adjust the marketing mix
Assessor Resource
BSBMKG502B
Establish and adjust the marketing mix
Assessment tool
Version 1.0
Issue Date: April 2024
This unit applies to individuals in marketing management roles responsible for developing the marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities have been identified.
The skills and knowledge required to evaluate and identify new market opportunities are covered in BSBMKG501B Identify and evaluate marketing opportunities.
This unit describes the performance outcomes, skills and knowledge required to determine the optimum marketing mix for a business through analysis of inter related marketing components.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Employability Skills
This unit contains employability skills.
Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Overview of assessment | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Evidence of the following is essential: developing a report containing a description of activities undertaken to establish a marketing mix in an organisation, including information on each element of the marketing mix, such as: levels of customer service to be provided how a product or service will be distributed how a product or service will be priced whether additional products or services will be offered how the product or service will be promoted reporting on at least one review of the success of marketing mix activities developed including coverage of any necessary adjustments made. |
Context of and specific resources for assessment | Assessment must ensure: access to an actual or simulated workplace access to office equipment and resources access to organisational and marketing strategic plans. |
Method of assessment | A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: analysis of responses to case studies and scenarios assessment of written reports on the marketing mix direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations on the marketing mix or changes made to the marketing mix oral or written questioning to assess knowledge and understanding review of authenticated documents from the workplace or training environment review of testimony from team members, colleagues, supervisors or managers. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBMKG501B Identify and evaluate marketing opportunities other marketing units. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here
Assessment task 1: [title] Due date:
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Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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Required skills |
culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities literacy skills to identify market information, to write in a range of styles for different audiences and to interpret requirements numeracy skills to interpret testing results and to manage marketing budgets organisational and time management skills to design and adjust a marketing mix. |
Required knowledge |
key provisions of relevant legislation from all forms of government that may affect aspects business operations, codes of practice and national standards such as: anti-discrimination legislation and principles of equal opportunity, equity and diversity ethical principles marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice; Free TV Australia Commercial Television Industry Code of Practice privacy laws Trade Practices Act organisational policies, procedures, products and services principles and concepts of marketing such as consumer or buyer behaviour and elements of marketing mix statistical techniques. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Characteristics of products or services may include: | brand brand loyalty compatibility with other products, services or equipment degree of customisation design durability ease of maintenance features flexibility functional performance innovativeness occupational health and safety issues packaging pollution hazard reduction quality range of size, colour or other factors reduction of risks to health and safety, such as noise robustness styling technical features upgrading volumes available |
Pricing variables may include: | cost of ownership credit terms discount percentages discount structure financial deals leasing arrangements price point chosen psychological elements residual value sales special offers stage payments |
Promotional methods may include: | impersonal promotion such as: advertising sales promotion personal promotion such as: direct marketing face-to-face selling personal selling segmentation |
Marketing may include: | business-to-business marketing direct marketing ideas marketing marketing of goods public sector marketing services marketing telemarketing |
Channels of distribution may include: | dealers delivery service distributors e-business franchisees internet mail order podcasts re-seller retail self-service telesales wholesale |
Level of customer service may include: | after sales service call centre support electronic client service no customer service one-on-one personal service sales assistance for problems or queries only |
Marketing mix may include: | customer service variables distribution variables pricing variables product or service variables promotional variables |
Customer priorities, needs and preferences may include: | required or preferred products/services preferred price point preferred purchase volume in units and in dollars preferred method of payment preferred time and place for responding preferred time and place to take delivery preferred medium to respond to direct response offers such as: in person phone website |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Identify key characteristics of products or services and estimate their significance to the market | |||
| Review pricing policy and analyse pricing variables to determine their effect on demand | |||
| Analyse promotional methods to determine their importance to marketing outcomes | |||
| Review channels of distribution and estimate their significance in relation to marketing outcomes | |||
| Identify and analyse level of customer service provision to determine its significance to marketing outcomes | |||
| Identify potential customer base and key pressure points for success | |||
| Analyse and test the effect of the components of marketing mix on each other, and establish their relative importance to customer base | |||
| Identify and asses environmental factors for their impact on marketing mix | |||
| Identify consumer priorities, needs and preferences that affect marketing mix | |||
| Consider product, pricing, promotional, distribution and service variations, and evaluate these against marketing objectives, target market characteristics and desired positioning | |||
| Select marketing mix that best satisfies target market and meets marketing objectives | |||
| Ensure marketing mix decision meets organisational, strategic and operational marketing objectives | |||
| Monitor marketing mix against marketing performance and isolate components for testing | |||
| Evaluate implications of altering one or more components of marketing mix in relation to market factors and consumer response | |||
| Adjust components of marketing mix in response to test results and evaluation of market response | |||
| Ensure adjusted marketing mix meets budgetary requirements | |||
| Ensure adjusted marketing mix continues to meet organisational, strategic and operational marketing objectives, and desired positioning |
Forms
Assessment Cover Sheet
BSBMKG502B - Establish and adjust the marketing mix
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Assessment Record Sheet
BSBMKG502B - Establish and adjust the marketing mix
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