Student Assessment Tasks
BSBMKG609 Develop a marketing plan
Wall Street College Pty Ltd
ABN No: 42 606 344 905
RTO No: 41294 CRICOS Provider No.: 03601F
Melbourne: Level 4, 20 Queen St, Melbourne, VIC 3000
Phone: +61 3 9629 4770 Email: [email protected]
Hobart: Level 2, 27 Elizabeth St, Hobart, TAS 7000
Phone: +61 3 8648 8556 Email: [email protected]
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BSBMKG609 Develop a marketing plan
Student Assessment tasks
2 of 52
© 2020 RTO Works Page 1
Contents
Assessment information 3
Assessment instructions 4
Student assessment agreement 6
Assessment Task 1 Cover Sheet 7
Assessment Task 1: Written questions 8
Assessment Task 1 Instructions as provided to students 10
Assessment Task 1 Checklist 12
Assessment Task 2: Marketing plan research project 14
Assessment Task 2 Instructions as provided to students 15
Assessment Task 2 Checklist 20
Assessment Task 3: Marketing plan development and presentation project 22
Assessment Task 3 Instructions as provided to students 24
Assessment Task 3 Checklist 26
Final results record 28
Assessment information
The assessment tasks for BSBMKG609 Develop a marketing plan are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily.
Assessment plan
Assessment Task
Overview
Written questions
You must correctly answer all questions.
Marketing plan research project
You must conduct research and then develop a Marketing Plan Briefing Report.
Marketing plan development and presentation project
You must develop a Marketing Plan and present it to the management team.
Assessment preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it and hand it to your assessor, who will countersign it and keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per your RTO’s assessment appeals process.
You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.
Assessment instructions
Each assessment task in this booklet consists of the following:
Assessment Task Cover Sheet
This must be filled out, signed and submitted with your assessment responses.
If you are submitting hardcopy, the Assessment Task Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the Assessment Task Cover Sheet, fill it out, sign it and then scan and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback on the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on reassessment opportunities as per your RTO’s reassessment policy.
Depending on the task, this may include
resubmitting incorrect answers to questions (such as written questions and case studies)
resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
redoing a role play after being provided with appropriate feedback about your performance
being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.
Assessment task information
This gives you:
a summary of the assessment task
information on the resources to be used
submission requirements
resubmission opportunities if required.
Assessment task instructions
This includes questions you will need to answer or tasks that you need to complete.
Your answers must be typed using software as indicated in the assessment task Instructions.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the information as indicated in the section called ‘Naming electronic documents’ (see below).
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner.
Each should include:
Course identification code
Assessment Task number
Document title (if appropriate)
Student name
Date it was created
For example, BSBMKG609 AT2 Marketing Plan Briefing Report Joan Smith 20/10/20.
Icons
Icons are used in task instructions to indicate three of the common stages within the task.
This icon indicates that you will need to meet with your assessor (and possibly other students) to complete a meeting or role play.
This icon indicates that you will need to communicate via email or send documents to via email.
This icon indicates that you will need to submit an item of evidence.
This icon indicates all other stages during the task, which may include research, developing documents, brainstorming ideas and so on.
Additional resources
You will be provided with the following resources before you begin each assessment task.
Assessment Task 2:
· Marketing Plan Briefing Report Template
Assessment Task 3:
· Marketing Plan Template
Checklist
This will be used by your assessor to mark your assessment. Read through this checklist as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses or observing your performance.
Student assessment agreement
Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit?
Yes
No
Do you understand the requirements of the assessments for this unit?
Yes
No
Do you agree to the way in which you are being assessed
Yes
No
Do you have any specific needs that should be considered
Yes
No
If so, explain these in the space below.
Do you understand your rights to reassessment?
Yes
No
Do you understand your right to appeal the decisions made in an assessment?
Yes
No
Student name
Student ID number
Student signature
Date
Assessor name
Assessor signature
Date
Assessment Task 1 Cover Sheet
Student declaration
To be filled out and submitted with assessment responses
I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome
S
NS
DNS
Resubmission
Y
N
Feedback
Student result response
My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Written questions
Task summary
This is an open-book test, to be completed in the classroom.
A time limit of 2 hours to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
Access to textbooks and other learning materials.
Computer with Microsoft Office and internet access.
Timing
Your assessor will advise you of the due date of this assessment.
Submit
Answers to all questions.
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Resubmission opportunities
You will be provided feedback on your performance by the assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you with written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Reassessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Written answer question guidance
The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.
Note that the following guidance is the minimum level of response required.
Analyse: when a question asks you to analyse something, you should do so in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.
Compare: when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.
Contrast: when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.
Describe: when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.
Discuss: when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.
Evaluate: when a question asks you to evaluate something, you should put forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine: when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain: when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify: when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List: when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline: when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarise: when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions as provided to students
Provide answers to all of the questions below:
Choose a company you are interested in. Summarise the organisation’s structure (i.e. staffing/departments), the products and/or services it offers and overall strategic and marketing objectives.
NatureCare has been chosen as the company. A functional organizational structure, like a hierarchical organizational structure, starts at the top with roles with the highest degrees of responsibility and works its way down. Employees are primarily grouped according to their unique abilities and the company's related role. Each department is run independently of the others.
The company's goods include cleaning creams for smoothing dry skin after a long day of wearing make-up. The cleanser's shea butter heals damaged skin, while the essential oils renew dead skin cells and give the skin a more even tone. This is a versatile product that may also be used on infants. Regenerating face scrubs are the second type of product offered, and they remove the dead cell build-up that produces pimples and painful acne. The multi protection day moisturizing cream for dry and normal skin is the third most crucial product for achieving an everlasting shine.
The organization's marketing aims include making the firm profitable by doing well in the market with the items. The next goal is to maintain their products' USP while remaining environmentally sustainable. The third goal is to recruit, retain, and develop high-quality employees. The major goals they set for themselves are to maintain track of sales and ensure that at least 20% of those who look at items online end up buying them.
The second goal is to expand the number of retail outlets that offer the items by 150. The third goal is to raise product awareness by 20% within the target market, increase market share by 15%, and grow into the foreign market, even if it is only one. The following step is to find new product and market launches, and finally, to achieve an annual growth rate of at least 10% in the next three years.
Outline how strategic alliances can provide options for marketing opportunities and include two examples of alliances (also known as cooperative business models) that can be formed between businesses.
Strategic alliances, according to my study, are an agreement between two firms that have chosen to pool resources to complete a specific, mutually beneficial initiative. A strategic alliance is less complicated and binding than a joint venture, which involves two firms pooling resources to form a new corporate organization. A strategic partnership, on the other hand, provides firms with marketing options since they may sell their services to additional targets through this arrangement. For example, in a strategic partnership between a flying business and a hotel, the hotel promotes the flight company, and the airline company reciprocates, allowing both firms to broaden their focus and reach more customers. Another example of a strategic partnership is UberEATS' relationship with restaurants, in which UberEATS posts information about the restaurants, such as menus and preferences, while the restaurants promote UberEATS' service by displaying material on the walls.
Outline how the development of existing products or services can provide marketing opportunity options for a business, both in existing and new markets. Relate your answer to relevant diversification strategies from the Ansoff matrix.
When a firm develops an existing product, there may be possibilities to include new features that may entice customers to buy the product. Companies in established markets can simply launch existing products; for example, a car dealership can provide the same model automobile with new features to attract consumers. In order to increase the penetration of current products into new markets, even if the product is well-known, the firm should engage in promotional activities to educate customers about the product. If the product achieves its goal, the firm will benefit from the fact that there will be fewer rivals, which means that product sales will rise, and corporate revenue will rise as well.
Outline how a takeover can create options for marketing opportunities for a business.
A takeover can provide marketing possibilities for a firm since it can accomplish the following benefits through this method:
· Increase market share.
· Acquire new skills.
· Access economies of scale.
· Secure better distribution.
· Acquire intangible assets (brands, patents, trademarks)
Spread risks by diversifying.
Outline key information that a franchiser should consider providing when marketing their franchise opportunity.
A franchise is a tried-and-true business model that has been proved in the marketplace. The franchise has mechanisms in place that allow franchisees to own and operate under the brand and system that has been shown to work. The following is the information that a franchisee should examine in that order:
1. The Market: Is there a market that has been identified? Is that market on the upswing or downswing? Understanding who you will serve with absolute confidence aids in determining the franchise's feasibility and, eventually, profitability.
2. Company History: Investigating the franchise's officers and management, as well as individuals who will be supporting your firm, should provide you some insight into the franchise's culture. Because franchising is competitive, you want the best team as your partner, therefore look for stability and expertise. All franchisees will file a Franchise Disclosure Document (FDD) with all of their pertinent information, allowing you to begin your investigation. You will not get the FDD until you have progressed through the discovery process and the franchisor has concluded that you are a qualified and serious candidate. Articles 1-2-3 will provide you with information about their history, ligation, and bankruptcy.
3. Financial Statements: The financial accounts of the franchise are found in Article 21 of the FDD. Examine them, ask questions, and consider having a CPA review them.
4. Level of Investment: You should start by taking a personal inventory of how much money you can invest comfortably. All franchise businesses will examine your liquid capital (also known as needed capital), assets-to-liabilities ratio, and net worth. If you enter the franchise undercapitalized, you are more likely to fail and drain the franchise company's resources, because the franchise is like an ecosystem created for the benefit of all the owners. Be honest with yourself about your financial capabilities.
5. Training and Support: Look for a robust support and training system that eliminates any obsolete practices. You want and need advice based on what is going on in the market right now. Also, talk to the other franchise owners in the system and pick their brains. These business entrepreneurs are a great resource that can provide you practical answers to real-world problems.
6. Territory: Article 12 of the FDD discusses this. When it comes to carving out a region, franchise firms are redefining their metrics. Look for what is trendy in your area, depending on your sector and business. Is that territory expanding or contracting? Visit City Hall and speak with someone in the planning or zoning departments. Everyone loses if the franchise business does not want this to be a win-win situation.
7. Royalties: Carefully read Article 6 of the FDD. The franchise should make money through royalties, not by offering “other” services to its owners. Many of the other services are provided to third-party suppliers and are considered a pass-through cost. A lot of franchisors will give their franchisees a sliding royalty rate depending on revenue: the more money you make, the lower the royalty you will pay. Also, check to see if minimum royalty payments are enforced.
Outline how a company can use the establishment of a new business as an opportunity for marketing. Provide an example to illustrate your answer.
A firm can utilize the launch of a new business as a marketing opportunity if the company:
· Pay attention to potential prospects and previous leads. Listen to potential consumers' requirements, wants, difficulties, and frustrations with your industry while you are targeting them.
· Listen to customers.
· Look at your competitors.
· Look at industry trends and insights.
Furthermore, if a business does market research prior to starting a new business, it will be able to determine what clients' requirements are and then develop products or services to meet those demands.
Outline two other marketing opportunity options that a business could choose to pursue other than options explored in the questions above.
Other than the choices covered in the questions above, a company might choose to pursue the following marketing opportunities:
Market Penetration is the process of selling more to current consumers, increasing market share within existing categories, and convincing individuals to buy breakfast cereal for breakfast and late-night snacks.
Market development is the process of selling to new clients. This may be new consumers from another country or new customers from a different market sector.
Product Development changes the FABs (features, advantages, and benefits) of the product to market it to customers. Adding additional sizes, altering the flavour, or changing the packaging.
Diversification offer an entirely new product to a new market sector, such as Nike's foray into hockey equipment or Jeep's foray into mountain biking.
Explain the importance of the product life cycle concept in marketing. Name and explain each of its stages.
In marketing, the product life cycle is a crucial topic. It outlines the steps that a product goes through from the time it is initially conceived to the time it is eventually taken off the market. Not all goods make it to this point. Some continue to expand, while others fluctuate in size.
Introduction Stage – For a business releasing a new product, this point of the cycle might be the costliest. Because the market for the product is limited, sales are low, however they are expected to grow. However, the costs of things like research and development, user testing, and the marketing required to launch a product may be quite costly, especially if it is in a competitive industry.
Growth Stage – The growth stage is generally marked by rapid increases in sales and earnings, and since the firm can begin to benefit from economies of scale in production, profit margins, as well as overall profit, will rise. This allows firms to spend more money on promotional activities in order to leverage the potential of this stage of growth.
Maturity Stage – The product is established during the maturity stage, and the manufacturer's goal now is to maintain the market share they have gained. For most items, this is the most competitive time of year, and firms must invest wisely in any marketing they do. They must also evaluate any product changes or production process enhancements that might offer them a competitive edge.
Decline Stage – The market for a product will eventually start to diminish, which is known as the decline stage. This shrinkage might be the result of the market being saturated (i.e., all of the customers who will buy the product have already done so) or consumers moving to a new sort of goods. While this reduction may be unavoidable, firms may still be able to profit by switching to less expensive manufacturing processes and markets.
Explain the importance of considering the marketing mix when bringing products or services to...