bsbmkg609 develop a marketing plan assignment

BSBMKG609 Develop a Marketing Plan Assessment Tool

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BSBMKG609 Develop a Marketing Plan Assessment Task

Bsbmkg609 develop a marketing plan, assessment 1.

• Introduction

Briefly discuss the organization and the purpose of the report.

The purpose of the report

To identify marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. Reviewed the opportunities, select the best fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.

History of Houzit

Houzit is a homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton. You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals. The CEO has also asked you to consider some marketing opportunities that may assist Houzit in reaching its goals, and provide him with brief summary evaluating two alternatives, including the benefits and risks associated with each option, and making a recommendation for the opportunity most likely to produce results

• Organisational Overview
• Discuss the Strategic Direction and Organisational Objectives of Houzit

Houzit has plan to be a national retail brand, catering to the needs of home makers with a range of unique, high quality homewares made accessible to all through our easy to manage payment plan. 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. And Houzit still willing to increase sales from $15million per year to $20million per year in the next three years, increase our loyalty customers list from 10,000 to 15,000 and stablish brand recognition in Brisbane so that at least 1 in 3 people recognise our brand in a random survey taken in 18 months time.

• Discuss Current size, Capabilities and Resources of the Organisation , including any notable strengths and weaknesses

Current size

• 50 years of operation so the company offering a wide range of home-ware items
• The typical Houzit store has size – 1,000–1,500 m2.

Capabilities

• The company can manage payment terms and supplies a three year guarantee on every item sold.

  Resources of the Organisation

The typical Houzit store has employees 15–20 full time, plus several casuals

  Strengths and weaknesses

• Excellent staff who are highly skilled and knowledgeable about homewares.
• Great retail space that is bright, functional and efficient for a commercial urban district.
• High customer loyalty among repeat customers.
• Assortment of offerings that exceed competitors’ offerings in quality, range and accessibility.

Weaknesses:

• A limited marketing budget to develop brand awareness due to the lack of critical mass and store cover.
• The struggle to continually fund the growing long-term repayment plans taken out by our customers.
• Discuss the Gaps between the objectives and the current capabilities and resources
• Opportunities
• Identify two marketing opportunities (choose from Joint Venture, Franchising, Strategic Alliances, Merger or Acquisition) which meet the objectives and evaluate the risks and benefits of each opportunity.

Joint Venture : A joint venture is a strategic alliance where two or more parties, usually businesses, form a partnership to share markets, intellectual property, assets, knowledge, and, of course, profits. A joint venture differs from a merger in the sense that there is no transfer of ownership in the deal.

This partnership can happen between goliaths in an industry. It can also occur between two small businesses that believe partnering will help them successfully fight their bigger competitors.

Companies with identical products and services can also join forces to penetrate markets they wouldn't or couldn't consider without investing tremendous resources. Furthermore, due to local regulations, some markets can only be penetrated via joint venturing with a local business.

Because strategic alliances are built on trust and convergent goals, one of the main risks you can face may occur if the partners are from different cultures. They may not trust operating a certain "way" or have divergent goals. Even with similar strategic goals, two partners who lack trust in each other may lack the willingness to reciprocate.

Franchising : Franchising is a business relationship in which the franchisor (the owner of the business providing the product or service) assigns to independent people (the franchisees) the right to market and distribute the franchisor's goods or service, and to use the business name for a fixed period of time. The International Franchise Association defines franchising as a "continuing relationship in which the franchisor provides a licensed privilege to do business, plus assistance in organising training, merchandising and management in return for a consideration from the franchisee".It is also a Win-Win relationship where the franchisor is able to expand its market presence without eroding its own capital, and the franchisee gains through access to established business systems, at lower risk, for their own commercial advantage.

• Not a fix for a failing business  – franchising is not a solution to provide injections of capital from other people when a business is in difficulty. You should only go down the franchise route if you already have a successful business up and running.
• Costs  – franchising your business will involve significant financial investment at the outset in order to get a successful franchise model in place for future growth of the business including investment in preparing legal documents, operations manuals, marketing materials and recruitment.
• Time  – franchising will take a lot of time investment especially when initially setting up the franchise model. You will also have to take the time to ensure you attract the right franchisees and control what they do.
• Training and support  – you will have to develop and deliver a suite of training and support for your franchisees to successfully sell your brand. Businesses need to have systems and procedures in place that can be copied by most people to run a successful business.
• Recommend the opportunity that best addresses organisational objectives

The company need a joint venture that can help your business grow faster, increase productivity and generate greater profits. The company need to

• access to new markets and distribution networks
• increased capacity
• sharing of risks and costs with a partner
• access to greater resources, including specialised staff, technology and finance

Joint ventures often enable growth without having to borrow funds or look for outside investors. You may be able to use your joint venture partner's customer database to market your product, or offer your partner's services and products to your existing customers. Joint venture partners also benefit from being able to join forces in purchasing, research and development.

• Develop a marketing mix strategy that fits within the capabilities and resources of the organisation

Discuss the strategy you will use on for Houzit.

Price - Medium to high

 Place - The choice of distribution method will depend on a variety of circumstances. It will be more convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers.

 Product- The product has to have the right features - for example, it must look good and work well. Promotion – advertisement and voucher , sales promotion which will attract the customer know their product and get new customer.

• Describe how your strategies align with the strategic direction of the organisation, and give justifications for your selection

Sales strategy is to make ourselves known through mailings, print advertising, and personal contact to architects and contractors who are primarily involved with the design/construction of commercial development and luxury homes. Having a showroom will be a sales tool in itself. A showroom will give us exposure to the general public, new arrivals to the area, and construction professionals

Marketing Strategy

Houzit furniture is moving toward internal marketing control by establishing programs such as an in-house catalog publishing and distribution department, detailed customer service vehicles that will allow us to track the success of our marketing and sales, and further integration with established quality catalog vendors, such as Shaper Image.

Our target markets present great opportunities for company growth, as our niche is not at all saturated at this point. We will dominate the high-end office furniture market by stressing the quality in workmanship and materials of our product lines, keeping up with and integrating technological advances in the personal computing environment, and by increasing our market research and customer service in order to constantly satisfy our markets' needs.

The home ware furniture purchaser, small business owner, and corporate executive will greatly benefit from our quality products in terms of , comfort, and appreciation of the office environment. The key to reaching this market is to make them aware that our products are available. We do not need to convince them of anything but the assurance of quality in manufacturing and ergonomic design.

• 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.

Discuss the marketing performance review strategies above on how they evaluate the performance against marketing objectives

Competitive analysis

Ikea Ikea is very big company and has so many type of furniture. It was one of the first, certainly the first we are aware of, to develop furniture and market through advertising in magazines and television. Today they are about twice our size. They have a very nicely done catalog and good relationships with two distributors.

Strengths: good marketing, strong advertising budget, relationships with distributors, strong direct sales.  Weaknesses: the product is more standardized, and of lesser quality, with less sense of design and materials and workmanship

 Life cycle model

Furniture companies complied with these environmental standards through the development and marketing of less harmful products. As an instrument to gain competitive advantage, the furniture industry has adopted environmental product performance beyond mere environmental compliance. As a result today's environmental performance not only refers to the final product but the entire value chain along which a product is developed, manufactured, delivered, used, and retired.

 Value chain analysis

Value chain analysis (VCA) has emerged since the 1990s as a novel approach for understanding how power, benefits and costs are embodied and distributed to various actors. The furniture industry demonstrates a long chain of production to consumption, from raw material producers (tree growers), semi-finished producers, finished product producers, and retailers to exporters.

• Discuss the metrics to be used in measuring marketing performance.

Discuss 3 key areas:

• Brand awareness

Whether you conduct a survey by email, website or telephone, you can either ask existing customers how they heard of you or ask a random selection of people if they are familiar with your brand. The first approach will give you an understanding of how people hear about you, the second will give you an insight into the number of people that can recall your brand.

• Look at website traffic

Measuring your website traffic over time can reveal insights into brand awareness, but it’s important you are looking in the right places. The direct channel in Google Analytics tracks the number of people who typed your URL into their address bar, used a browser bookmark, or clicked a link in an untracked email or offline document. Monitoring this over time will give you an indication of changes in brand awareness.

• Market share
• Determine the period you want to examine for each company you are investigating.

 In order to make sure you are making an apples-to-apples comparison, you must examine sales in a specific time period. You can examine the sales over the length of a quarter, a year, or over several years.

• Calculate the company's total revenue (also called total sales)

All publicly-traded companies must release quarterly or annual financial statements. These statements will include a record of all of the firm's sales, and may also include an itemized explanation of sales of specific product or service types within the footnotes of the financial statements..

• Customer Satisfaction

Ways of measuring customer satisfaction include:

• Survey customers.
• Understand expectations.
• Find out where you are failing.
• Pinpoint specifics.
• Assess the competition.
• Try to measure the emotional aspect.
• Loyalty measurement.
• A series of attribute satisfaction measurement.
• Detail the tactics necessary to implement the strategy you have outlined, including:
• scheduling of activities to enact the strategy
• accountabilities and responsibilities
• a plan for coordinating and monitoring scheduled activities including KPIs.
• Outline any legal and ethical requirements that impact on the marketing activities

Pricing regulations

When you price your products or services or advertise a price, you need to comply with pricing regulations and display the price clearly and accurately.

Intellectual property

When you use another person's or business's intellectual property for the purposes of branding or selling, you need to comply with Intellectual Property (IP) regulations including trade mark laws.

Trade mark laws

When preparing your branding, business name or website name, you need to ensure aren't in breach Australian or international trade mark laws.

International regulations

When you export or expand overseas, it's important to comply with both Australian and international regulations including:

International pricing regulations

If you're considering exporting your products or services, ensure you're aware of any international regulations that may impact your pricing decisions.

• Describe how the tactics fit within identified organisational resources and capabilities.

To determine your strategy, you must understand fully the internal and external environmental factors that affect you. With that understanding, you can identify your clear advantages and use these to be successful. From there, you can make informed choices and implement your strategy effectively.

So, strategy creation follows a three-stage process:

• Analyzing the context in which you're operating.

Analyze Your Organization

Firstly, examine your resources, liabilities, capabilities, strengths, and weaknesses. A SWOT Analysis is a great tool for uncovering what you do well and where you have weaknesses, providing that you use it rigorously. It's much easier to achieve your objectives when your strategy uses your strengths without exposing your weaknesses.

• Identifying strategic options.

Brainstorm Options

Use creativity tools like Brainstorming, Reverse Brainstorming and Starbursting to explore projects that you could run to develop competitive advantage. Guide your brainstorming with reference to the organization's mission statement, but, depending on your role in the organization, consider how far you should be constrained by this.

• Evaluating and selecting the best options.

Choose the Best Way Forward

With your evaluation complete, you now must choose the best strategic option or strategic options, making sure that you don't choose so many options that you spread your resources too thinly.

• Conclusion - Summarize the report

Every company, from the smallest to the largest, should have a marketing plan. A marketing plan helps remove the fog and barriers to vision. Marketing plans help organizations to:

• Obtain a clear direction regarding how to get and keep customers;
• Become better at using strategy to build brand awareness;
• Sell their products and services easier;
• Address and identify potential problems; and
• Take advantage of new opportunities.

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BSBMKG609 Develop a marketing plan

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Assessment Task 1

Devise strategies and plan marketing tactics

Performance objective.

In this assessment task, you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.

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.

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

• outlines the strategic direction and organisational objectives
• outlines the current size, capabilities and resources of the organisation, including any notable strengths and weaknesses
• identifies any gaps between the objectives and the current capabilities and resources.

Opportunities

• Identify two marketing opportunities that meet the objectives, and evaluate the risks and benefits of each opportunity.
• develop a marketing mix strategy that fits within the capabilities and resources of the organisation
• describe how your strategies align with the strategic direction of the organisation, and give justifications for your selection
• 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
• include the metrics to be used in measuring marketing performance.
• scheduling of activities to enact the strategy
• accountabilities and responsibilities
• a plan for coordinating and monitoring scheduled activities, including KPIs.
• Outline any legal and ethical requirements that impact on the selected tactics.
• 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 in either the Student Workbook, or under the guidance of the assessor.

The assessment is due at the completion of Section 2 of the Student Workbook unless another submission time/method is suggested by your 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 hard copy (printed) version.

You must provide:

• a report containing documents that support all of the instructions outlined in the procedure above.

Your assessor will be looking for whether you have:

• identified a suitable marketing opportunity
• conducted research to assess and analyse the market
• prepared a report outlining your marketing strategies to best take advantage of the identified market opportunities
• organised your report under the headings suggested in the procedure.

Adjustment for distance-based learners:

• No variation of the task is required.
• A follow-up interview may be required (at the discretion of the assessor).
• Documentation can be submitted electronically or posted in the mail.

Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items.  They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.

You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals.

The CEO has also asked you to consider some marketing opportunities that may assist Houzit in reaching its goals, and provide him with a brief summary evaluating two alternatives, including the benefits and risks associated with each option, and making a recommendation for the opportunity most likely to produce results.

You have gleaned the following information about Houzit:

• Houzit is close to entering its fifth year of operation; offers a wide range of homeware items on easy-to-manage payment terms and supplies a three-year guarantee on every item sold.
• sophisticated people who are houseproud
• shoppers who will drive to an easy-to-access store
• customers who require payment plans to spread their commitment over an extended period
• renovators and new home builders
• 20–50 years old.
• Quality – Preference for high-quality items is increasing as customers are learning to appreciate differences in quality.
• Unique items – Customers want homewares that stand out from mass-produced, low-quality items.
• Selection – People are demanding a larger selection of choices, and are no longer accepting a limited selection of homewares.
• Location – A commercial, suburban neighbourhood, or urban retail district.
• Design – Bright and functional.
• Size – 1,000–1,500 m2.
• Employees – 15–20 full time, plus several casuals
• Types of transactions – 60% cash, 40% on long-term repayment plan.
• 30% bathroom fittings
• 35% bedroom furnishings
• 20% mirrors and decorative items
• 15% lighting fixtures (recent addition).
• A new customer’s first purchase is generally of mirrors and decorative 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 Houzit’s 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.’

Strategic plan (extract)

Houzit will be a national retail brand, catering to the needs of home makers with a range of unique, high-quality homewares made accessible to all through our easy-to-manage payment plan.

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.

• Increase sales from $15 million per year to $20 million per year in the next three years.
• Increase our loyalty customers list from 10,000 to 15,000.
• Establish brand recognition in Brisbane so that at least 1 in 3 people recognise our brand in a random survey taken in 18 months.

SWOT Analysis

• Excellent staff who are highly skilled and knowledgeable about homewares.
• Great retail space that is bright, functional and efficient for a commercial urban district.
• High customer loyalty among repeat customers.
• Assortment of offerings that exceed competitors’ offerings in quality, range and accessibility.

Weaknesses:

• A limited marketing budget to develop brand awareness due to the lack of critical mass and store cover.
• The struggle to continually fund the growing long-term repayment plans taken out by our customers.

Opportunities:

• A growing market in a high growth area with a significant percentage of the target market still not aware of Houzit’s offer.
• Increasing sales opportunities outside of our target area – greater Brisbane.
• Competition from local independent retailers can drive down prices, as owner-operators have lower overhead costs than our staff-run stores.
• Competition from national chains moving into the Brisbane market.

A slump in the economy reducing customers' disposable income spent on homewares.

Assessment Task 2

Prepare and present a marketing plan

In this assessment task, you are required to develop a presentation and written report describing your marketing strategies and activities, including clear descriptions of how your strategies reflect organisational objectives.

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. Your presentation should incorporate feedback from key stakeholders.

• Executive summary – Provide an overview of the organisation and the plan, which simply states what is to be achieved.
• SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities and threats (analysed in Assessment Task 1).
• Marketing objectives – Include the objectives of the organisation (discussed 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.

• Implementation – Provide an outline of the tactics devised for implementation in Assessment Task 1. You need to provide your reasoning for choosing these tactics, and outline the process for reviewing performance.
• liaise with your supervisor (your assessor) to arrange a suitable time and format for presentation
• present the plan to key stakeholders (a group assembled by your supervisor) in the format specified by the assessor and at an agreed time
• allow for feedback on the plan from stakeholders within your presentation.
• the appropriate communication skills to relate to a diverse range of people
• the leadership skills to gain the trust and support of stakeholders for the plan you present.
• After you have presented your report and incorporated feedback from key stakeholders, you need to revise and send your final written report to your supervisor (your assessor).

This assessment task can be completed in your own time as you work through the related topics in either the Student Workbook or under the guidance of the assessor.

The assessment will be due at the completion of Section 3 of the Student Workbook, unless otherwise advised by the assessor.

• submit and present a marketing plan that follows the instructions as set out in the procedure above.
• followed the instructions to develop a detailed marketing plan
• structured your plan according to the headings listed above
• sufficiently justified your selection of marketing strategies and implementation tactics
• allowed an opportunity to receive feedback during your presentation to key stakeholders
• demonstrated the communication skills to convey your message succinctly.

The presentation can be adjusted for distance learning. The presentation for this task can take place with an online video conferencing tool, such as Skype.

Distance learning option 1: Assessor as observer

The learner can conduct the presentation as specified in the assessment task, but may need to adjust the way that the report is presented and how feedback is incorporated.

• The presentation can be varied to take place by Skype conference. If this is possible, the process followed does not need to be varied greatly.
• The student should email presentation material (PowerPoint slides) to the assessor prior to the presentation.
• Additional evidence (documents, photos and videos) may be required and can be sent electronically, but must conform to the format guidelines provided to student.

Distance learning option 2: Tape the presentation

The presentation may involve skills that are too active or complex for video conferencing. This might involve skills or demonstrations of complex tasks.

In this case, the candidate may be able to video the presentation and send it to the assessor.

The student should send presentation material (PowerPoint presentation) and any additional evidence together with the presentation to the assessor.

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BSBMKG609 DEVELOP A MARKETING PLAN

Performance Evidence

Evidence of the ability to identify organisational objectives and:

• evaluation of marketing opportunity options
• marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives
• marketing tactics that are legal, ethical, achievable and can be reviewed
• costs, scheduling, responsibilities and accountabilities for tactics
• strategic use of marketing approaches and marketing mix
• rationale for objectives and chosen strategies and tactics
• adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Assessment Checklist

Please check off each box as you complete each section of your assignment:

☐                    Student Name and Student ID.

☐                    Part A: Marketing plan

☐                    Part B: Marketing plan presentation

INSTRUCTIONS & REQUIREMENTS FOR MARKETING PLAN

You are required to develop, devise and document a Marketing Plan for a Small Business or enterprise. You may wish to select any of the businesses listed below or any other business organisation where you may have gathered work experience. As mentioned above, the scope and choice of the business organisation is at your discretion.

You do not require much information from the business itself to undertake this assessment as it is your delegated task to provide and implement a Marketing Plan for the business based on the assumptions you have made during your research.

ORGANISATIONAL CONTEXTS

Organisations that you can choose can be (but not limited to):

• A large cafe/restaurant in a busy suburb
• A new commercial cleaning company
• A small Internet Service Provider
• A new college for International Students in Sydney, Brisbane or Perth
• A new supermarket with one store location
• A parcel delivery company
• A tour guiding company
• An online baby and toddler store
• A real estate firm
• A new chocolate company with new brands

A template file titled as Assessment1_MarketingPlan_Template has been provided by your nominated trainer and assessor in eLearning. You can use the template or structure the plan based on the report structure provided below.

REPORT STRUCTURE

Your Marketing Plan is assessed based on the relevance of the strategies and tactics you submit reflecting the requirements of the Performance criteria, Knowledge evidence and performance evidence of Assessment. The submitted Marketing Plan needs to address and include each of the following key points:

• Executive Summary
• Table of contents
• Organisation overview
• Products or services of the organisation
• Objectives with the products or services
• Primary and Secondary target market
• Major competitors and their products or services
• SWOT Analysis or PESTLE analysis findings detail any strategies you would implement to market the product or services of the business. Provide explanation.
• Market opportunity options such as target market, market penetration strategy, and other marketing strategies
• Marketing processes and marketing mix for this plan
• Plans for complying with Australian marketing laws and marketing code of ethics
• Action plan that may include a timeline or a Gantt chart to clarify the duration of the plan
• Costs and budget for the Marketing plan
• Appendix: supporting documents, attachments, pictures, diagrams and references

Based on the Marketing Plan that you have developed and documented, in this part you are required to present your marketing plan ideas to the class. Assuming the class as your stakeholders who are likely to invest in this marketing plan, you will have to convince them that this plan will successfully help the business to reach its long term goals.

The number of slides that you will have to prepare is at your discretion but the following marking guide criteria may provide you with the essential contents that you need to include in your presentation.

PRESENTATION MARKING GUIDE (Trainer Use only)

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BSBMKG609 – Develop a marketing plan

BSB60215 Advanced Diploma of Business BSBMKG609 – Develop a marketing plan Student Assessment Booklet Version no: 3.0 Student Name: Student ID: BSBMKG609 Student Assessment Booklet Page: 2 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 This page is intentionally left blank. BSBMKG609 Student Assessment Booklet Page: 3 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 ASSESSMENT RECEIPT FORM

NOTE: 1. This form must be attached on top of the completed Student Assessment Booklet when submitting. 2. The Assessment Receipt Form must be signed and dated. DECLARATION: 1. I am aware that penalties exist for plagiarism and cheating. 2. I am aware of the requirements set by my assessor. 3. I have retained a copy of my assessment.

=================================TEAR HERE ================================== Students must retain this as a Record of Submission Assessment handed in on: Unit code and title: BSBMKG609 – Develop a marketing plan

BSBMKG609 Student Assessment Booklet Page: 4 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 About this booklet This assessment booklet has been designed for students undertaking face-to-face mode of study to provide information before you undertake these assessments. It also contains assessment tools to assess the skills and knowledge required from you to be deemed competent in this unit. Please read all the information given to you when you receive this assessment booklet. If you do not understand any part of this booklet, please inform your assessor. The assessment booklet contains two (2) parts: PART 1: Assessment information: This part contains information on the assessment for this unit of competency and how an assessment will be conducted throughout this unit to achieve the competency. It includes: • Application of the unit of competency • Purpose of assessment • Elements, performance evidence and knowledge evidence requirements of the unit • Conditions, context, required resources and location of the assessment • Assessment tasks • Outline of evidence to be collected • Administration, recording and reporting the requirements including special adjustments, appeals, reasonable adjustments and assessors’ intervention. PART 2: Assessment tasks: This part contains the information to undertake the assessment task successfully. In each assessment task, students will find the following information: • Task instructions • Role play/Practical Demonstration information • Information on resources required, where applicable. BSBMKG609 Student Assessment Booklet Page: 5 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 PART 1: Assessment information Application of the unit of competency: This unit describes the skills and knowledge required to determine strategic change requirements and opportunities; and to develop, implement and evaluate change management strategies. It applies to individuals employed in the area of managing a business who are responsible for managing the organisation or across significant parts of a large organisation. They may have a dedicated role in human resources management, human resources development, or work in a strategic policy or planning area. No licensing, legislative or certification requirements apply to this unit at the time of publication. Purpose of assessment: The purpose of assessment is to determine competency in the unit BSBMKG609 – Develop a marketing plan. Elements 1. Devise marketing strategies 2. Plan marketing tactics 3. Prepare and present a marketing plan Performance evidence: Evidence of the ability to identify organisational objectives and: 1. devise, document and present a marketing plan including: • evaluation of marketing opportunity options • marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives • marketing tactics that are legal, ethical, achievable and can be reviewed • costs, scheduling, responsibilities and accountabilities for tactics • strategic use of marketing approaches and marketing mix • rationale for objectives and chosen strategies and tactics 2. adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation. Knowledge evidence: To complete the unit requirements safely and effectively, the individual must: 1. summarise organisational structure, products and services and overall strategic and marketing objectives 2. outline common marketing opportunity options including: • strategic alliances and cooperative business models BSBMKG609 Student Assessment Booklet Page: 6 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 • new products or services to target specific markets • greater market penetration with existing products or services • take-overs • new businesses and franchising • other options relevant to the organisation 3. outline common marketing strategies and marketing approaches 4. explain processes to ensure marketing strategies, approaches and marketing mix align to organisation s objectives and are legal, ethical and achievable 5. outline the legislative and regulatory context of the organisation as relevant to the marketing plan. Context and conditions for assessment: To comply with the assessment conditions of this unit, all assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the creativity and innovation and include access to: • relevant legislation, regulations, standards and codes • relevant workplace documentation and resources • case studies and, where possible, real situations • interaction with others. Resources required: The assessor will ensure that assessment is conducted in a safe environment and you have access to the following resources for the unit: • RGIT Learners’ resources (Aspire eBook) for the unit BSBMKG609 – Develop a marketing plan • Computer with internet connection • Student Assessment Booklet Clustering/holistic assessment: There is no provision for clustering of assessments in this unit. Competency requirements: To be judged competent in this unit, you will be required to demonstrate all indicators which are shown in the Marking Guide (assessor’s document). You must satisfactorily complete all assessment tasks to be Competent (C) in the unit. Students with unsatisfactory completion of any of the assignment tasks will be deemed Not Yet Competent (NYC). Assessors will ensure that the evidence collected meets the requirements of the Rules of Evidence (authentic, current, sufficient and valid) prior to entering results into the competency record sheet. Students unsuccessful at achieving “Satisfactory” for any assessment at the first attempt will be given two opportunities for reassessment. If the student is still deemed Not Yet Competent (NYC) BSBMKG609 Student Assessment Booklet Page: 7 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 after two reassessments in a unit of competency student will be required to repeat the unit as per the scheduled delivery of the course. For further details, refer to RGIT Re-Assessment Policy and RGIT Course Progress Policy. Assessment tasks: Practice tasks and learning checkpoints within the learner’s guide plus activity tasks on the RGIT learning management system are designed for formative assessment only, that is, for the purpose of determining how well a learner is progressing in their learning. These activities are not designed for use in summative (final) assessments. To achieve competency in this unit, you must satisfactorily complete all the following assessment tasks within the date and time specified in the session plan. This will demonstrate that you have all the required skills and knowledge for this unit.

BSBMKG609 Student Assessment Booklet Page: 8 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Outline of evidence to be collected: You must submit the following evidence to be marked competent for this unit. Your assessor will ensure that the evidence submitted meets the Rules of Evidence which are valid, sufficient, current and authentic.

Administration, recording and reporting requirements: You must read and follow this information carefully while completing assessments for this unit of competency and if you are unsure of any instruction, please contact your assessor to clarify. The assessments are intended to be equitable, fair and flexible. Submission of assessment: You must ensure that the completed assessment tasks are submitted along with the assessment cover sheet: • Your assessor will mark the submitted assessment, provide feedback to you and complete the comments section against each task, where applicable. • ALL tasks must be completed in legible English. It is preferred that the tasks submitted for assessments are typed and that they are legible and clear, if handwritten. • You must submit all assessments on or before the due date specified by the assessor. • Extensions for individual assessment tasks may be negotiated in specific circumstances with your assessor/trainer. However, you need to provide genuine evidence documents when seeking an extension to due date (e.g. extensions due to illness will require a medical certificate). To arrange an extension, you must speak to your assessor prior to the due date. Extensions must be confirmed by the trainer in writing. • You are permitted to use dictionaries and to seek support (as required) unless it puts in jeopardy the integrity of the assessment, your assessor will let you know if this is the case. 1 APA Style consists of rules or guidelines that a student needs to follow to ensure clear and consistent presentation of written material. BSBMKG609 Student Assessment Booklet Page: 9 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 • Unless the assessment task specifically allows pair work or group activities such as brainstorming, you must submit your own original work and must not copy the work of other students. Plagiarism is unacceptable. • You can submit your assessment tasks through the learning management system or hand in hard copies in the classroom. Recording an assessment result: Once the assessments have been completed, the assessor will record the assessment results on the student assessment record sheets and LMS/student management system and all results will be approved by the course coordinator. Assessors will check that you have completed the student declaration prior to filling out the assessment sheet. Retaining assessment records: RGIT will securely retain all completed student assessment items for each student for a period of six months from the date on which the judgement of competence for the student was made. RGIT will also retain sufficient data to be able to reissue AQF certification documentation for a period of 30 years. All assessment records submitted to the assessor for marking will be stored and retained properly. And a hard copy submitted to student administration for filing along with the evidence. The assessor will ensure that the student records are securely retained in accordance with the RGIT record control policy accessible by the Student Administration Officer. BSBMKG609 Student Assessment Booklet Page: 10 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment outcomes: For unit of competency: There are two outcomes for assessments: C = Competent and NYC = Not Yet Competent (requires more training and experience). You will be awarded C = Competent on completion of the unit when the assessor is satisfied that you have completed all assessments and have provided the appropriate evidence required to meet all criteria in line with the Rules of Evidence. If you fail to meet this requirement, you will receive the result NYC = Not Yet Competent and will be eligible to be re-assessed in accordance with the RGIT Re-Assessment Policy and RGIT Course Progress Policy. For assessment task: There are two assessment outcomes for tasks. S = Satisfactory and NS = Not Satisfactory. On the individual assessment cover sheet for assessment tasks you will be marked Satisfactory, if you have completed the task successfully, submitted all evidence and satisfied the assessment criteria and Not Satisfactory, if you have not completed the task, the evidence is not sufficient or does not meet the requirements of the assessment criteria. Re-assessment: If you are unsuccessful at achieving competency at the first attempt, you will be given two further opportunities for re-assessment at a mutually agreed time and date. For further details, refer to the RGIT Re-Assessment Policy and RGIT Course Progress Policy. As this is a competencybased program, the assessment continues throughout the program until you either achieve Competency in the assessment tasks or a further training need is identified and addressed. Student access to records: You have the right to access current and accurate records of your participation and results at any time. You can see your results or attendance progress by logging in to the Learning Management System at any time or you can request a copy of your records by contacting the student administration and the assessor. Support: You may seek clarification about the assessment information and the instructions and tasks at any time from the assessor. Reasonable adjustments and special learning needs: RGIT Australia works to ensure that students with recognised disadvantages can access and participate in education and training on the same basis as other students. Disadvantages may be based, for example, upon age, cultural background, physical disability, limited or non-current industry experience, language, numeracy or digital literacy issues. Where pre-training interviews and assessments reveal that a student may require special support or where, after enrolment, it is made apparent that the student requires special support, reasonable adjustments will be made to the learning environment, training delivery, learning BSBMKG609 Student Assessment Booklet Page: 11 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 resources and/or assessment tasks to accommodate the particular needs of the student. An adjustment is reasonable if it can accommodate the student’s particular needs, while also taking into account factors such as the student’s views, the potential effect of the adjustment on the student and others and the costs and benefits of making the adjustment. Any adjustments made must: • be discussed, agreed and documented in the assessment record • benefit the student • maintain the integrity of the competency standards and course requirements as stipulated in the training package • be reasonable to expect in a workplace. Reasonable adjustment may consist of: • providing additional time for students to complete learning and assessment tasks • presenting questions orally for students with literacy issues • asking questions in a relevant practical context • using large print material • extending the course duration • presenting work instructions in diagrammatic or pictorial form instead of words and sentences. Complaints and appeals: If you are dissatisfied with an assessment outcome, you may appeal the assessment decision. In the first instance, you are encouraged to appeal informally by contacting the assessor and discussing the matter with them. If you are dissatisfied with the outcome of such discussion, you may appeal further to either the Course Coordinator and/or Head of Department. If you are still dissatisfied, you may appeal formally and in writing to have the result reviewed. For more information, refer to the Assessment Policy and the Complaints and Appeals Policy and Procedures. Assessor intervention: Assessors will check if you are ready for the assessment and defer the assessment if you are not. Feedback will be given to you at the completion of the assessment.
During role play, the assessor may act as a client or employer, where required, but the assessor will not interfere with the assessment. If the assessment activities might impact on your safety or that of others, the assessor will stop the assessment immediately. Plagiarism, cheating and assessment dishonesty: RGIT considers plagiarism and cheating as a serious misdemeanor. Evidence of plagiarism and cheating is treated on a case by case basis and the consequences for students engaging in such practices may include failure of the assessment or unit or exclusion from the course. For more information, refer to RGIT’s Assessment Policy. Note: To avoid plagiarism, you must quote the source where information was gathered from, using, preferably, an APA style. For further clarification of referencing style, please consult with your trainer. BSBMKG609 Student Assessment Booklet Page: 12 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessor feedback: Assessors will provide feedback on the assessment that you have submitted. This can identify your strengths and weaknesses or be an overall comment on your submission. A copy of the feedback along with your submission will be given to you and you must keep a copy of it throughout the completion of the course. Student Declaration: I …………………………………………………………………… (Student Name) have read and understand the information provided above and also understand and accept that any act of plagiarism and academic dishonesty may have penalties including cancellation or suspension of my enrolment with RGIT. I further declare that: • All assessment work submitted for this unit competency is my own original work and plagiarism and collusion has not occurred. • Assessment work has not been copied or submitted for any other unit/course. • I have taken proper care and effort to ensure my work has not been copied by another person. • I have retained a copy of this assessment for my own records in the event I have to reproduce my work. • I am aware that any assessment deemed unsatisfactory will require me to undergo reassessment which may be different to the one originally submitted. Student signature: ……………………………………………………… Date: ……/……/……. BSBMKG609 Student Assessment Booklet Page: 13 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Cover Sheet

BSBMKG609 Student Assessment Booklet Page: 14 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Part A: Project Required resources: • Computer with internet connection to refer to various resources • Student assessment booklet and a pen (organised by the student) • RGIT Learners’ resources (Aspire eBook) for the unit BSBMKG609 – Develop a marketing plan (organised by the trainer) • Learner’s notes • BizOps Enterprises documents and templates (these can be accessed the following the web links): – Marketing plan template http://chilp.it/52adf11 – Company business plan http://chilp.it/eb45dfd – SWOT analysis template http://chilp.it/77e86d6 – Marketing strategy scorecard template http://chilp.it/37eac3a – Work schedule template http://chilp.it/592fa23 • Office equipment, materials and software packages • Interaction with others Instructions for students: 1. This assessment (Tasks 1 – 7) is to be done in student’s own time with access to the resources listed above. 2. You must satisfactorily perform all tasks to be deemed Satisfactory for this assessment. 3. Before you begin you must carefully read the task overview and context of your assessment. 4. If you need to refer to a published source, you must quote the publisher’s details using appropriate referencing style. 5. You must submit the answers in a typed document using a word processing software. You are to create a header with your name, student ID, the code and the name of the unit and a footer with date of submission and page number. 6. Do not type in the instructions/questions, just use the Task Numbers when you type your answers. 7. You are to complete and submit the assessment on the RGIT Learning Management System by the specified due date. Date of assessment • Recommended date for assessment: After session 20 (within the training and assessment period of 6 weeks/30 sessions) Duration of Assessment • Time required for assessment: 2 weeks BSBMKG609 Student Assessment Booklet Page: 15 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessor’s Feedback • Your assessor will set a time to provide feedback. Evidence specifications: (Submission Checklist) At the end of the assessment, you will be required to submit the following evidence before the due date specified by the Assessor: 1. A 12-month marketing plan 2. The following documents, either included in the marketing plan or as appendices: • SWOT analysis • Budget • Marketing strategy scorecard • Work schedule. Evidence submission: • Documentation is to be submitted electronically. • Your assessor will record the assessment outcome on the assessment cover sheet. Task overview and context You have received an email from Sean Bamford, Managing Director: Business Operations. Subject: Your new role at BizOps Enterprises Hello, As you may already be aware, Liz Hitchens, our Marketing Manager, will be taking 12 months of maternity leave commencing immediately. You have been recommended by Tony, your line manager, to take on this role in her absence with the title of Acting Marketing Manager. Your first task in this role is to prepare a 12-month marketing plan ready for an executive management team meeting in three weeks’ time. The plan should address the BizOps marketplace and should be in a format appropriate for the organisation. Please refer to the document outlining the outcome of this year’s market world research, provided below. Refer to the ‘Instructions to the student’ section that follows for a detailed list of tasks that you will need to complete for this marketing plan. Regards, Sean Bamford Managing Director: Business Operations BizOps market world research BizOps currently has 150 stores Australia-wide, seven warehouse facilities and a head office. At present there are a number of issues and working conditions that are contributing to the organisation’s market share. BSBMKG609 Student Assessment Booklet Page: 16 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 These are the main performance issues that you will need to address within the BizOps marketing plan: • Household income survey indicates a 23% decline in disposable income due to an increase in interest rates. • Political and legal findings indicate that BizOps employees are working longer hours. • There is a political emphasis on economic growth. • There is new legislation relating to labelling requirements on all products delivered to BizOps customers. • World industry report findings indicate that large supermarket chains are planning to introduce a range of smartphone applications. • The world industry report has reported an evolving need for satisfaction being sought by buyers in the electronics market. • Market world research shows that 57% of BizOps customers now prefer to order products online. • Visits to bricks-and-mortar stores for products are declining and in-store sales have dropped by 37% in the past quarter. • Market world research has reported a 28% material shortage due to overseas drought conditions, making 23% of BizOps products temporarily unavailable. • The industry report shows an 18% expansion by other electronic chains – both interstate and internationally. • Strategies adopted by each major competitor have created a price war. • Overall sales have decreased by 22% as a result for the fight for market share. Instructions to the student You will need to access and use the following BizOps Enterprises documents and templates: • Marketing plan template • Company business plan • SWOT analysis template • Marketing strategy scorecard template • Work schedule template See the ‘Required resources’ section for how to access these. Complete the following tasks. Tasks 2–7 can be either included as part of the marketing plan, or as appendices at the end of the document. 1. Using the marketing plan template, create a 12-month marketing plan to be presented to the executive management team in a meeting. Consider the following when creating your marketing plan: • Prepare any additional communication tools necessary to persuade stakeholders in your organisation of the benefits of the marketing plan. • Review the company business plan to identify organisational mission, business growth strategy and goals, products, customer markets and marketing strategy. Pay attention to target customer segments and the product categories for those segments. • Review the marketing strategy and elements of the marketing mix as described in the business plan. Is it an effective marketing strategy and marketing mix? 2. Complete a SWOT analysis using the SWOT analysis template. Identify marketing BSBMKG609 Student Assessment Booklet Page: 17 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 opportunities. 3. Decide on three marketing objectives for the flagship products and develop a marketing strategy scorecard for the next 12 months using the marketing strategy scorecard template. Consider your responsibility for ethical and legal marketing. Which laws and industry standards need to be taken into account? Amend the marketing strategy scorecard accordingly. 4. Prepare a work schedule using the work schedule template. What processes need to occur for the marketing team to gain support of other departments to implement the marketing plan and who needs to be involved? 5. Develop a budget, including sales revenue forecast. Consider whether you need to take into account the risks of implementation and factor those into your budget. Prepare the budget in Microsoft Excel. 6. What will be the performance metrics for the marketing plan? How will you go about obtaining the data to do these metrics? 7. Prepare a presentation to communicate the rationale. Ensure your rationale includes: • how the marketing plan contributes to the company business plan • how you came to decide on the marketing objectives • the basis of your sales revenue forecast and marketing expenditure forecast; how you came to your return on investment figure • the performance metrics you will use to measure the outcomes of implementing the plan • the human resources required to implement the plan • the procedures you will undertake to ensure the marketing plan is implemented without ethical or legal risk to the company. The final documents you submit for assessment will be assessed using the project criteria provided. All project criteria outlined must be covered satisfactorily for Part B to be completed satisfactorily. You must complete the project unassisted by the assessor or other personnel but may refer to reference material as needed. Project checklist – Assessor to complete

BSBMKG609 Student Assessment Booklet Page: 18 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020

BSBMKG609 Student Assessment Booklet Page: 19 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Cover Sheet

BSBMKG609 Student Assessment Booklet Page: 20 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Part B: Presentation Required documents and equipment required for this assessment: • Computer with internet connection to refer to various resources • Student assessment booklet and a pen (organised by the student) • RGIT Learners’ resources (Aspire ebook) for the unit BSBMKG609 – Develop a marketing plan (organised by the trainer) • Learner’s notes and presentation slides • People and/or stakeholders with whom to communicate Instructions for students: 1. This assessment will be conducted in the RGIT classroom in a simulated work environment with access to the resources listed above. 2. Your presentation must demonstrate the criteria enlisted in the Observation Checklist 3. Please ensure you review the Observation Checklist before you commence your presentation session so that you are fully prepared and know exactly what is expected from you. 4. Your assessor will complete the Observation Checklist to record your presentation, communication and interaction skills during the presentation. 5. At the completion of the presentations, both the student and the assessor are required to sign and date the Observation Checklist, verifying that they acknowledge the outcome for this assessment task and have been provided with feedback from the assessor. 6. The Feedback Form is available in Annex I of the Assessment Booklet. 7. You are required to sign and submit the completed Observation Checklist as evidence of this task. Planning the assessment • Access all resources mentioned in required resources either printed copies or access via the internet. • Your assessor will set a time to provide feedback. Date of Assessment • Recommended date for assessment: After session 25 (within the training and assessment period of 6 weeks/30 sessions) Assessment Duration • Time required for assessment: 20 minutes/student Evidence specifications (Submission Checklist): At the end of the roleplay demonstration, you will be required to submit the following evidence before the due date specified by the assessor: • Completed and signed cover sheet for assessment • Completed and signed Observation Checklist BSBMKG609 Student Assessment Booklet Page: 21 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 • Presentation slides used during the presentation • Written Feedback Form(s) Evidence submission: • Your assessor will record the assessment outcome on the assessment cover sheet. Activity Task You, as the Acting Marketing Manager of the BizOps Enterprises, are to present the marketing plan you have prepared. The session is to be based on the presentation slides you prepared in the Assessment Part B Project Task 7. Make sure that your presentation attracts feedback from both internal and external stakeholders, and you will adjust your marketing plan as per the feedback you are going to receive. Observation Checklist – Assessor to complete

BSBMKG609 Student Assessment Booklet Page: 22 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020

BSBMKG609 Student Assessment Booklet Page: 23 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Cover Sheet

BSBMKG609 Student Assessment Booklet Page: 24 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Assessment Task Part C: Written Knowledge Questions Required documents and equipment to be accessed by students: • Computer with internet connection to refer to various resources and course books • Student assessment booklet and pen (organised by the student) • RGIT Learners’ resources (Aspire ebook) for the unit BSBMKG609 – Develop a marketing plan (organised by the trainer/assessor) • Learner’s notes Planned date for assessment: This assessment will be conducted after session 35 (within the training and assessment period of 8 weeks/40 sessions). Instructions for students: 1. This assessment will be conducted in the classroom. 2. This is an open-book assessment. 3. Read each question very carefully to make sure you understand what you are being asked. 4. Answer the questions in your own words. 5. If you need to refer to a published source, you must quote the publisher’s details using appropriate referencing style. 6. You must submit the answers in a typed document using a word processing software. You are to create a header with your name, student ID, the code and the name of the unit and a footer with date of submission and page number. 7. Do not type in the questions, just use the Question Numbers when you type your answers. 8. You must answer all written knowledge questions satisfactorily as part of this assessment to be deemed Satisfactory for this assessment. 9. You are to complete and submit the assessment on the RGIT Learning Management System by the specified due date. Planning the assessment: • Access all resources mentioned in required resources, either printed copies or access via the internet. • Complete and submit the assessment on the same day of the assessment. • Your assessor will set a time to provide feedback. Assessment Duration: • Time required for assessment: 2 hours 30 minutes • Each question is expected to be completed in 15 minutes. Assessment Submission (Evidence to be submitted by students): At the end of the assessment, you will be required to submit the following evidence on or before the set deadline by your assessor. • Completed assessment task with all questions answered. • Completed and signed cover sheet for the assessment. • Your assessor will record the assessment outcome on the assessment cover sheet. BSBMKG609 Student Assessment Booklet Page: 25 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Written Knowledge Questions: 1. Describe five steps that you would take to develop a marketing mix that meets all the following requirements: • Aligns with organisational objectives • Is within the organisation’s capability to implement • Is feasible • Does not pose legal or ethical risks to the organisation 2. Marketing opportunities can be identified for products and services through analysis of four growth options. Name these options and briefly explain them. 3. Describe how each of the following marketing options could be seen as an opportunity when used as part of a marketing plan. • Strategic alliances and cooperative business models • New products or services to target specific markets • Greater market penetration with existing products or services • Take overs • New businesses and franchising • Other options relevant to the organisation 4. You have prepared a marketing plan and will soon present it to stakeholders in your organisation. What are the possible areas of disagreement the stakeholders may have with your plan? List four possible issues. 5. Name four industry legislative and regulatory standards and/or laws that organisations must consider in the development and implementation of their marketing plans. Explain how each law or standard would be applied in the context of a marketing plan. 6. You are the marketing manager and you have a new marketing assistant joining your team. Describe what information you need to communicate for the new assistant to understand: • how the marketing department contributes to the organisation’s business direction • marketing strategies • legal responsibilities of marketing and work procedures to ensure marketing activities are done ethically, legally and within the financial resources and human resource capabilities of the organisation. 7. Once a marketing plan has been approved, who in the organisation needs to receive a copy of the plan? How will you distribute the plan? Reference your own organisation or an organisation you are familiar with in your answer. 8. Name four tactics or mechanisms that a marketing team must use to ensure that promotions are implemented within organisational capability and without risk to the organisation. 9. Imagine that you work for a professional services firm. You have identified a marketing opportunity and requested a meeting with the managing partner to present your marketing plan. The managing partner does not believe marketing is an investment, so he takes some convincing to agree to marketing strategies. How would you approach the meeting so you can obtain approval for your marketing plan? Explain what you would communicate and how you would do so. 10. Explain the purpose of a work schedule. Briefly describe the information recorded in a work schedule and how you would go about preparing one. 11. What information is obtained or calculated to demonstrate the success of a marketing plan? Provide five examples. 12. You have been the head of a marketing department for three years. How will you demonstrate the team has continually improved outcomes? Consider all the ways the BSBMKG609 Student Assessment Booklet Page: 26 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 marketing team can verify that it contributes to organisational objectives. Include the type of information you would use as evidence of continuous improvement. Written Knowledge Question Checklist – Assessor to complete

BSBMKG609 Student Assessment Booklet Page: 27 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020

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BSBMKG609 Student Assessment Booklet Page: 30 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 This page is intentionally left blank. BSBMKG609 Student Assessment Booklet Page: 31 Version: 3.0 Responsibility: Course Coordinator Last Reviewed: July 2020 Annex I Feedback Form Your name: Date: Use this feedback form to provide opinion to your colleague’s performance. Please rate their performance in terms of the items listed below with applicable comments where necessary and return the form to your colleague upon the completion of the presentation.