This unit describes the skills and knowledge required to determine the optimum marketing mix for a business through analysis of interrelated marketing components.

It applies to individuals in marketing management roles who are responsible for developing marketing and promotional mix within an organisation. They may also adjust the marketing mix when new marketing opportunities are identified.


  1. Evaluate each component of marketing mix
  2. Determine marketing mix for specific markets
  3. Monitor and adjust marketing mix

Upon successful completion of this unit, you will:

  • report on activities undertaken to establish a marketing mix in an organisation, including information on each element of the mix, such as:
    • customer service levels
    • product or service distribution
    • product or service pricing
    • additional products or services, if any
    • product or service promotion
  • report on success of marketing mix activities developed, including coverage of any necessary adjustments made

Demonstrate knowledge of:

  • organisational policies, procedures, products and services related to marketing
  • principles and concepts of marketing such as consumer or buyer behaviour and elements of marketing mix
  • statistical techniques used to gather and analyse marketing information

Nominal Hours: 60