Professional Documents
Culture Documents
Student Name
Student ID
Term
Year
Class Trainer
Name
Result
NYC
Date
Contents
Assessment guidelines.............................................................................................................. 3
When is this assessment due?.................................................................................................
3
Evidence requirements............................................................................................................
12
Dimensions of competency....................................................................................................
13
Assessment mapping...............................................................................................................
15
Employability skills...................................................................................................................
16
Page 2 of 18
Assessment guidelines
Assessment
The purpose of assessment is to determine competency in Develop a marketing
plan BSBMKG609A.
You are advised to commence work on your assessment from week 1 and must
be submitted by the due date.
1. All assessment tasks must be completed and delivered individually.
2. Please read all instructions before starting each assessment.
3. Where you are required to submit documentation for an assessment, it must
be attached to your assessment booklet.
4. Your trainer will not be able to assist you in answering questions. However, your
trainer will address any issues concerning questions requiring further
explanation.
5. You may refer to your student learner guide/student resources or any other
relevant resource when completing your assessment. Do not quote directly from
the notes. You should answer questions in your own words, except where it asks
you to quote.
6. You have access to computers which are equipped with 2010 Microsoft suite of
products and printing facility.
Page 3 of 18
Assessment Schedule
Your Assessment is due in Week 8, however different tasks of your Assessment
should be completed as per the schedule below.
Week
Tasks to
complete
Week 1
Learning
Activity
Only
Week 2
Start
Task 1
Learner
Sign
of
Trainer
Sign
of / Date
Completed tasks /
Comments
Continue
Week 3
Task 1
Week 4
Finish
Task 1
Case Study
Week 5
Learning
Activity
Only
Week 6
Start
Task 2
Week 7
Continue
Task 2
Finish
Week 8
Task 2
Presentation
Comments/feedback to
participant
Page 4 of 18
Assessment description
For the organisation outlined in the case study provided, identify two marketing
opportunities and evaluate each opportunity for risks, strengths, weaknesses
and alignment with organisational objectives. After you have reviewed the
opportunities, select the best fitting opportunity for the organisation and
develop marketing strategies, approaches and activities to take advantage of
the opportunity.
Procedure
You are required to submit a report that addresses all of the elements listed in
the procedure. The report should be structured using the headings below.
Organisational overview
1. Develop an organisational overview that:
a. outlines the strategic direction and organisational objectives
b. outlines the current size, capabilities and resources of
organisation, including any notable strengths and weaknesses
the
c. identifies any gaps between the objectives, and the current capabilities
and resources.
Opportunities
1. Identify two marketing opportunities that meet the objectives and
evaluate the risks and benefits of each opportunity.
2. Recommend the opportunity that best addresses organisational objectives
and:
a. develop a marketing mix strategy that fits within the capabilities
and resources of the organisation
b. describe how your strategies align with the strategic direction of the
organisation, and give justifications for your selection
c. detail a marketing performance review strategy using an appropriate
tool (competitive analysis, life cycle model, value chain analysis, etc.)
to review the performance of the organisation against marketing
objectives
d. include the metrics to be used in measuring marketing performance.
Page 5 of 18
Tactics
1. Detail the tactics necessary to implement the strategy you have outlined,
including:
a. scheduling of activities to enact the strategy
b. costing
c. accountabilities and responsibilities
d. a plan for coordinating and monitoring scheduled activities including
KPIs.
2. Outline any legal and ethical requirements that impact on the selected
tactics.
3. Describe how the tactics fit within identified organisational resources and
capabilities.
Specifications
This assessment can be completed in your own time, as you work through the
related topics under the guidance or their assessor.
Check with your assessor whether it is appropriate to use a computer for the
submission of the report (electronic), or if the assessor requires a hardcopy
(printed) version.
You must provide:
a report containing documents that support all of the instructions outlined
Page 6 of 18
Case
study
Houzit
is
a
chain of
homew
ares
stores
in
Brisban
e that
speciali
se
in
bathroo
m
fittings,
bedroo
m
fittings,
mirrors
and
decorati
ve
items.
They
currentl
y have
15
stores
spread
across
the
greater
Brisban
e area,
with all
stores
being
manage
d
and
coordin
ated
from
their
head
office in
Milton.
You have
recently
been
appointed
as the
marketing
manager
and must
now review
the
organisatio
n and
devise
marketing
strategies
that will
move
Houzit
towards its
strategic
goals.
The CEO
has also
asked you
to
consider
some
marketing
opportunit
ies that
may
assist
Houzit in
reaching
its goals,
and
provide
him with
brief
summary
evaluating
two
alternativ
es,
including
the
benefits
and risks
associate
d with
each
option,
and
making a
recomme
ndation
for the
opportunit
y most
likely to
produce
results.
You have
gleaned the
following
information
about Houzit:
Houzit
is close
to
enterin
g
its
fifth
year of
operati
on;
offering
a wide
range
of
homeware
items
on
easytomanag
e
payme
nt
terms
and
supplie
s
a
three
year
guarant
ee on
every
item
sold.
The
typical
target
customer
s
have
the
following
characte
ristics:
sop
histi
cat
ed
peo
ple
who
are
hou
se
pro
ud
sho
ppe
rs
who
will
driv
e to
an
eas
ytoacc
ess
stor
e
c
u
s
t
o
m
e
r
s
w
h
o
r
e
q
u
i
r
e
p
a
y
m
e
n
t
p
l
a
n
s
t
o
s
p
r
e
a
d
t
h
e
i
r
c
o
m
m
i
t
m
e
n
t
o
v
e
r
a
n
e
x
t
e
n
d
e
d
p
e
r
i
o
d
reno
vat
ors
and
new
ho
me
buil
der
s
20
50
yea
r
olds
.
Houzit
recognis
es
the
following
trends
and
focuses
its efforts
on them.
Qual
it
y
Pr
ef
er
e
nc
e
fo
r
hi
g
h
q
u
ali
ty
it
e
m
s
is
in
cr
e
as
in
g
as
cu
st
o
m
er
s
ar
e
le
ar
ni
n
g
to
a
p
pr
ec
ia
te
di
ff
er
e
nc
es
in
q
u
ali
ty.
U
n
i
q
u
e
i
t
e
m
s
C
u
s
t
o
m
e
r
s
w
a
n
t
h
o
m
e
w
a
r
e
s
t
h
a
t
s
t
a
n
d
o
u
t
f
r
o
m
m
a
s
s
p
r
o
d
u
c
e
d
,
l
o
w
q
u
a
l
i
t
y
i
t
e
m
s
.
Sel
e
c
t
i
o
P
e
o
p
l
e
a
r
e
d
e
m
a
n
d
i
n
g
a
l
a
r
g
e
r
s
e
l
e
c
t
i
o
n
o
f
c
h
o
i
c
e
s
,
t
h
e
y
a
r
e
n
o
l
o
n
g
e
r
a
c
c
e
p
t
i
n
g
a
l
i
m
i
t
e
d
s
e
l
e
c
t
i
o
n
o
f
h
o
m
e
w
a
r
e
s
.
The
typical
Houzit
store has
the
following
characte
ristics:
Loc
ati
on
A
co
mm
erci
al,
sub
urb
an
nei
ghb
our
hoo
d,
or
urb
an
reta
il
dist
rict.
Des
ign
Brig
ht
and
fun
ctio
nal.
Size
1,0
00
1,5
00
m2.
Em
plo
yee
s
15
20
full
tim
e,
plus
sev
eral
cas
uals
Typ
es
of
tra
nsa
ctio
ns
60
%
cas
h,
40
%
on
lon
gter
m
rep
ay
me
nt
pla
n.
Page 7 of 18
items and this gives us the opportunity to sign them up to our loyalty
program.
In a brief discussion with the CEO, you asked about the changes taking place in
legislation that could impact on Houzits operation. The CEO explained:
There is a big push by governments on the issue of
sustainability. This focuses mostly on environmental issues of
waste management and energy conservation. Houzit stores
have been deliberately designed in the past to be bright and
comfortable places to shop. This means a significant cost in
electricity usage to run the lights and the air-conditioners.
With the new regulations we are going to have to find ways to
still provide customers with what they want without the high
electricity usage.
Mission
By 2020, Houzit will have a significant retail presence in homewares
in every Australian capital city, starting with 15 stores in the greater
Brisbane area and growing to 100 Australia wide.
Objectives
1. Increase sales from $15million per year to $20million per year
in the next three years.
2. Increase our loyalty customers list from 10,000 to 15,000.
3. Establish brand recognition in Brisbane so that at least 1 in 3
Page 8 of 18
SWOT Analysis
Strengths:
Excellent
Weaknesses:
A limited marketing budget to develop brand awareness due to
Opportunities:
A growing market in a high growth area with a significant
Brisbane.
Threats:
Competition from local independent retailers can drive down
Page 9 of 18
Assessment description
In this assessment task you are required to review the strategies and tactics you
devised in Assessment Task 1 and describe how they meet the requirements for
the organisation. You also need to develop a presentation of your marketing
strategies that outlines the strategies, your approaches and your reasoning for
developing these and incorporates feedback from key stakeholders.
Procedure
1. For the organisation outlined in the case study materials from Assessment
Task 1, and using the strategies and tactics developed in Assessment Task 1,
you will need to prepare a marketing plan using the headings below.
a. Executive summary Provide an overview of the organisation and the
plan, which simply states what is to be achieved.
b. SWOT analysis Submit an overview of the organisations
strengths, weaknesses, opportunities and threats (analysed in
Assessment Task 1).
c. Marketing objectives Include the objectives of the
organisation (discussed in Assessment Task 1).
d. Strategies Outline the marketing opportunity selected and
strategies developed in Assessment Task 1.
Include your reasoning for the marketing mix decisions that you made
and the strategies you selected, referring to the SWOT, risk and gap
analyses undertaken.
e. Implementation Provide an outline of the tactics devised for
implementation in Assessment Task 1. You need to provide you
reasoning for choosing these tactics, and outline the process for
reviewing performance.
2. When you have finished writing your marketing plan, you need to:
a. liaise with your supervisor (your assessor) to arrange a suitable
time and format for presentation
b. present the plan to key stakeholders (a group assembled by your
supervisor) in the format specified by the assessor and at an agreed
time
on
the
plan
from
stakeholders
within
your
Page 10 of 18
Specifications
This assessment can be completed in your own time under the guidance of the
assessor.
You must:
Submit and present a marketing plan that follows the instructions as set
justified your
implementation tactics
selection
of
marketing
strategies
and
stakeholders
Demonstrated the communication skills to convey your message succinctly.
Page 11 of 18
Evidence
requirements
Element
Devise
organisational
objectives, and evaluate their risks and returns in the
marketing
selection
strategies
process.
Develop marketing strategies that address strengths and
opportunities
within the organisations projected capabilities and
resources.
Develop strategies which increase resources or
organisational
expertise where gaps exist between current capability
and marketing
objectives.
Develop feasible marketing strategies and communicate
reasons that
justifies their selection.
Ensure strategies align with organisations strategic
direction.
Develop a marketing performance review strategy,
incorporating
appropriate marketing metrics to review of
organisational
performance against marketing objectives.
Detail tactics to implement each marketing strategy in
Plan
terms of
scheduling, costing, accountabilities and persons
marketing
responsible.
performance against
objectives and budgets, and allow marketing targets to
be adjusted if
necessary.
Prepare
and
marketing,
objectives and incorporates marketing approaches and a
present a
strategic
marketing
marketing mix.
plan
and
information that supports the choice of strategies and
tactics.
Present marketing the plan for approval in the required
format and
timeframe.
Adjust marketing plan in response to feedback from key
stakeholders
and disseminate for implementation within the required
timeframe.
Page 12 of 18
Dimensions of competency
Dimension
Task
Task
management
Contingency
management
marketing
objectives and incorporates marketing approaches
and a
strategic marketing mix.
Present marketing plan for approval in the required
format and
timeframe and adjust it according to feedback
received.
targets
accordingly.
Communicate strategic objectives across the
Job role/
environment
organisation.
Identify and consult on the roles and responsibilities
of staff and
contractors.
assessment
Case study
Presentation
Oral presentation
Methods of
Page 13 of 18
Required knowledge
1. Organisational structure, products
strategic and marketing objectives.
and
services,
overall
principles
of
equal
copyright laws
g. defamation laws
h. Free TV Australia Commercial Television Industry Code of Practice
i.
privacy laws
j.
sweepstakes regulations
The Trade Practices Act 1974 was superseded by the Competition and Consumer Act 2010 as of 1 January 2011.
Page 14 of 18
report
Required
knowledge****
aspects
Critical
of evidence*
Required
skills***
Prepare and
present
marketing
Case study
Elements/
PCs**
strategies
Description
Candidates are required to review the materials
presented to
1
them in the case study and evaluate each of the
marketing
opportunities for risks, strengths and weaknesses
and alignment
with organisational objectives. After candidates have
reviewed
the opportunities for the best fitting opportunity they
are
required to develop marketing strategies, objectives
and
activities to take advantage of that opportunity.
Assessment
method/s
Assessment
Task
Develop
marketing
Assessment
number
Assessment mapping
1.1,
3, 4,
1, 2,
1.2,
1.4,
1, 2,
2.3,
3, 6
1.3,
1.5,
1.6,
2.1,
2.2
Presentation 1
2.4,
2.5,
3.1,
3.2,
3.3,
3.4
Elements and Performance Criteria are numbered using the Unit of Competency numbering system.
*
*
Page 15 of 18
As
ses
sm
ent
Tas
k
De
vel
op
ma
rke
tin
g
str
ate
gie
s
P
r
e
p
a
r
e
a
n
d
p
r
e
s
ent a
mark
eting
plan
X
X
Technology
Learning
Self-management
enterpriseInitiative and
Problem solving
Teamwork
Communication
Employability
skills
po
rat
ed
in
th
e
as
se
ss
me
nt
tas
k
cand
idate
s are
requi
red
to
E
deve
x
lop a
p
pres
l
entat
a
n
ion
a
and
t
In this
writt
i
assessme
en
o
n nt task
repor
candidat t
o
es are
desc
f
required ribin
h to review g
o and
their
w
evaluate mark
E several eting
m business strat
p and
egies
l
o marketin and
activ
y g
a opportuni ities,
b ties for inclu
i
an
ding
l
organisat clear
i
t
ion and desc
y develop riptio
S marketin ns of
how
k g
i
activities their
l
that
strat
l
egies
s reflect
strategic refle
a directions ct
r
of the
orga
e
organisat nisat
ion.
ional
i
n
objec
c In this
tives
o
assessm .
r
ent task
Develop a
marketing
plan
BSBMKG
609A
Modified 2013 Innovation
and Business Industry Skills
Council Ltd Version 2, 2014
Page 16 of 18
Date
Student
Signature
Assessment
Assessment
Satisfactory
Number
Type
Yes
Date
No
TASK 1
TASK 2
Comments:
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
___
I have been provided with feedback on the evidence I have provided. I have
been informed of the assessment result and the reasons for the decision.
Student Signature: _______________________________________________________
The candidate has been provided with feedback and informed of the
assessment result and the reasons for the decision
Assessor Name/Signature: _______________________________Date: ___________
Page 17 of 18
Page 18 of 18