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Learners’ Guide Advanced Diploma of Business (BSB60215) Unit: BSBMKG603 – Manage the marketing process BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 2 of 13 BSB60215 Advanced Diploma of Business BSBMKG603 Manage the Marketing Process ASSESSMENT TASKS Mode | Classroom Delivery BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 3 of 13 BSBMKG603 Manage the Marketing Process Supporting: BSB60215 Advanced Diploma of Business; May also support other qualifications based on respective packaging rules © Le-Sharma Pty Ltd, 2016 Copyright: Provided under license from Le-Sharma Pty Ltd. All rights reserved. This document and its contents are protected by Australian and International copyright laws. No part of this document may be reproduced or transmitted in any form or by any means, electronically or mechanically, including photography, scanning, recording or any information storage or retrieval system, without permission in writing from the copyright owner or from Le-Sharma Pty Ltd. Information and/or resources used from the Commonwealth, government agencies, training.gov.au, public domain information, or any other external sources do not constitute copyright and remain the property of the original authors/agencies. All the websites and external resources mentioned in this publication, including any information linked to or referred to public domain information, are copyrighted to their respective owners. Web links are used as examples for reference purpose only and may have changed since publication of this resource. Le-Sharma Pty Ltd or author does not claim endorse the views expressed by them. Le-Sharma Pty Ltd ACN: 613 011 475 BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 4 of 13 Unit of Competency : BSBMKG603 Manage the Marketing Process Total Delivery Hours : TBA Schedule : TBA Cluster/Term : TBA 1. Introduction This assessment pack contains all the assessment tasks that need to be completed for this unit of competency. ALL the given tasks must be completed and submitted as per the instructions provided. Supporting information and guidelines are provided separately in the “Assessment Guide”, available from your trainer/assessor and online portal. 2. Unit Overview This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation. It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products. Detailed unit description, including performance criteria and competency evidence can be accessed online at; http://training.gov.au/Training/Details/BSBMKG603 View Unit Learning Outcomes On successful completion of this unit, the student/trainee will be able to; ▪ Manage marketing performance ▪ Manage marketing personnel ▪ Evaluate and improve strategic marketing performance As well as demonstrating the performance criteria, to be assessed as competent, the student must demonstrate their ability to apply the required knowledge and skills in a range of situations. These are summarised in the unit description as provided in the link above. The students must familiarise themselves with all the competency requirements for this unit of competency and ensure that they have received all the relevant information and support, including assessment task and submission schedules, and any specific assessment requirements and conditions, from the trainer/assessor prior to undertaking these assessments. Unit Prerequisites There are no prerequisites for undertaking this unit of competency. http://training.gov.au/Training/Details/BSBMKG603 http://training.gov.au/Training/Details/BSBMKG603 http://training.gov.au/Training/Details/BSBMKG603 http://training.gov.au/Training/Details/BSBMKG603 BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 5 of 13 3. Prescribed Text and Resources Kotler P. and Keller K., 2008, Marketing Management (13th Ed.), Prentice Hall, New Jersey Kotler P., Armstrong G., 2007, Principles of Marketing (12th Edition), Princeton Hall, New Jersey Ferrell O. C., 2007, Marketing Strategy (4th Ed.), South-Western College, Boston Other Online Resources Mind Tools: http://www.mindtools.com/ Business Balls: http://www.businessballs.com/ http://skills.business.qld.gov.au/running/marketing.htm http://www.smallbusiness.wa.gov.au/marketing http://marketingprinciples.com.au/ http://www.ami.org.au/ http://www.marketingmag.com.au/ http://marketing.about.com/ Harvard Referencing System Guide: http://www.unisa.edu.au/ltu/students/study/referencing/harvard.pdf http://www.swinburne.edu.au/lib/researchhelp/harvard_system.htm BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 6 of 13 4. Assessment Tasks The following summative assessments are planned for this unit; # Assessment Task/Activity Type Assessment Method 1 Part A: Turin 2006 Olympic Games: Strategic Review Individual Written Part B: Develop Key Performance Indicators and a Communication Plan Individual Written 2 Group Project: Turin 2006 Olympic Games: Analyse Marketing Performance Individual Written These assessment tasks/activities have been described in detail in the following section. Task schedule to be advised by trainer/assessor based on the lesson and session plans. BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 7 of 13 Assessment Task 1 Part A: Turin 2006 Olympic Games: Strategic Review Description: With a population of more than 900,000, Turin became the largest city ever to host the Olympic Winter Games in 2006. A record 2,508 athletes from 80 National Olympic Committees (NOCs) competed and 26 NOCs took home medals. For the first time, live video coverage of the Games was available on mobile phones. Video coverage was available in 18 countries on five continents. In another first, television viewers in Mongolia and Azerbaijan were also able to watch all the action. Surfing the internet for results proved popular too, with torino2006.org registering approximately 700 million page views (Source: olympic.org). The enclosed Olympic Marketing Fact File (ensure that you obtain a copy from your trainer/assessor) is a reference document on the marketing policies and programmes of the International Olympic Committee (IOC), the Olympic Movement, and the Olympic Games. The enclosed document provides an overview of marketing support for the Olympic Movement, data on the success of past Olympic marketing programmes, and information about the marketing programmes surrounding and supporting the Torino 2006 Olympic Winter Games. In this assessment task, you will be required to review the Olympic Marketing Fact File and prepare a brief report on various aspects of marketing process including; ▪ Background/Context ▪ Key features of the market program ▪ Key trends and strategic areas addressed in marketing programs ▪ Integration of various marketing components/programs (e.g. sponsorship, sharing of revenues, broadcasting and stakeholder partnerships) with overall marketing objectives ▪ Key strategic aspects of marketing programs and objectives ▪ Policy objectives for commercial initiatives and their relevance to marketing programs You may further research information on 2006 Turin Winter Olympics on olympic.org website. Please note, the review should be written in your own language and understanding. Merely cutting and pasting texts from the published documents will not be construed as a review. A review must scrutinise/examine all the major elements of the given document and contain your comments on their viability and/or effectiveness. Review, in the context of this assessment task, means as defined in the dictionary, “to examine with an eye to criticism or correction.” All external sources must be cited using the Harvard Referencing System. A link to the referencing system is provided under suggested resources of this unit. You may also ask your trainer for more information. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. ▪ Undertook a comprehensive review of Turin 2006 Olympic Marketing Fact File as demonstrated in structure, contents and coherence of analysis/critique ▪ The review demonstrates an understanding of the fundamental marketing process and integration of various marketing elements with respective strategies and marketing objectives ▪ The review is within the scope of the topic and covers all the required areas/examination ▪ Provided an overview of IOC and Turin Olympics BSB60215| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 |