BSBMKG622 Manage organisational marketing processes
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Task 2 – Written Report
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Task summary
This assessment is to be completed using the provided scenario as simulated work environment. This assessment task requires the student to review the given instructions and complete the reports required for each part of the assessment.
Required
· Access to textbooks/other learning materials
· Computer with Microsoft Office and internet access
Timing
· Your assessor will advise you of the due date of this assessment via Canvas.
Submit
· This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
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Assessment Cover Sheet
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Candidate name:
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Candidate ID
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Trainer’s Name:
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Date Submitted:
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Candidate declaration:
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I declare that:
· I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
· This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
· I understand that plagiarism is a serious offence that may lead to disciplinary action.
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Candidate signature:
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Task 2 – Written Report
Part A – Manage marketing performance
For this task, you are requested to monitor marketing performance of an organisation that you are familiar with by comparing performance against key performance indicators. You have been made the team leader for this marketing project and will report directly to your Assessor, assuming he is your CEO.
For Part A, you need to write a report using
Appendix A: Marketing Performance Report template
which covers all the points listed below and includes a reference page at the conclusion of the report detailing all sources of information which were used in preparation of the report. (Approx. 600 words)
Your report must address:
- Provide an introduction which includes the objectives of your proposal and identified marketing efforts.
2. Outline two relevant privacy laws and the importance of aligning the marketing activities with these laws.
3. Identify and outline two other legislative requirements which must be met when conducting marketing activities and detail their significance.
4. Compare advantages and disadvantages of different types of promotional and sales activities that might meet the organisation’s objectives. Make sure you consider costs, human resources, and different media options.
5. Outline three policies and procedures which must be followed when conducting marketing activities and their importance to the success of the marketing activities being undertaken.
6. Provide a brief analysis on the customer base and describe two personas for each of the following target markets, one of which comes from a non-Australian background. Target markets are 18 to 34-year-olds and 35 to 50-year-olds.
7. Research and analyse two changes in market trends which may impact on the objectives and goals of the organisation and provide a brief outline of your findings.
8. Provide an overview of the strategies for each of the following performance targets which meets the objectives:
a. Strategy for acquiring new customers including the media options and any costs involved in this process.
b. Retention strategies based on customer needs, wants and buying patterns. Include (at least two) identified opportunities for up- or cross-selling.
c. A customer loyalty strategy which addresses the marketing objectives to contribute to the long-term relationships with customers.
9. Establish and list marketing metrics you have determined to be appropriate for the organisation based on your strategies in item (h). Provide your reasoning for the selection you have made; including their alignment to the objectives of the organisation. Your marketing activities should be based on:
a. acquiring new customers
b. customer retention
c. customer loyalty
d. reactivating inactive customers in the data base.
Part B – Manage marketing personnel
Having completed the Marketing Performance Report, you must now use the information you have researched to communicate marketing objectives to relevant personnel and support their development to meet the agreed objectives. For Part B, you need to write your answer using
Appendix B: Action Plan.
(Approx. 600 words)
1. Identify the personnel (internal and/or external) who need to be included when evaluating the success of the strategic marketing objectives, and why?
2. Send an email to the personnel involved to provide them with an outline of the marketing objectives, schedule, and budget. Refer them to the specific section within the action plan which details their roles and responsibilities. In the email outline two organisational policies and procedures which relate to marketing process that they must understand and adhere to and provide encouragement and motivation to help personnel involved to meet their tasks and responsibilities and achieve success.
3. Develop an action plan for the implementation of the communication strategy. Your action plan must include information on:
· Resources required
· Personnel required for the task and the assigning of responsibilities
· Your role as part of this marketing activity and your responsibilities
· All steps required to implement the plan
· Goals for each step
· Tactics for achieving goals
· Coaching and mentoring as necessary to support personnel to achieve marketing objectives
· Set realistic timelines for each action to be taken. (For this assessment, all timelines are hypothetical.)
· List the process you will undertake to gain approval for the plan, who will provide the approval, the timeline for obtaining the approval, and how will you communicate the request for approval.
4. Now that you have completed the Action Plan, create a survey which can be used to monitor and assess individual and team performance and correct under-performance to keep on target for achieving objectives. You are required to list a minimum of six questions on the survey, which will harness information to assist you in measuring the success of the marketing activity.
Part C – Evaluate and improve strategic marketing performance
Your marketing activities have been running for approximately six months and you have been gathering the necessary data and information to evaluate the campaign.
As a result, it has identified the following:
· one of your direct marketing activities over-performed in a positive manner
· one of your direct marketing activities did not perform as well as expected.
You must now prepare a draft report for your Assessor, pretending to be the CEO, outlining the success of the campaign and provide them with recommendations for continuous improvement when future direct marketing activities are conducted.
You have been provided with an
Appendix C: Evaluation Report
template which must be used to complete Part C. (600 words)
Your report must address all the following points:
- Detail the criteria (which could be) used to establish overperformance and how will you capitalise on this over-performance.
2. Detail the criteria (which could be) used to establish under-performance and how you will modify your direct marketing activity to change this position.
3. Provide a documented example for both activities and the performance of each activity using a performance chart, graph, or revenue report.
4. Outline the success of the campaign based on your response to point (c) and discuss how the marketing campaign has been conducted in alignment with business goals.
5. Identify and detail areas for continuous improvement which need to be considered when future marketing campaigns are conducted.
6. Based on the continuous improvements you have identified, outline who will be responsible for these improvements and why. What is your role in this process?
Appendix A: Marketing Performance Report
a)
Introduction and objectives
O
bjectives
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What will be accomplished?
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How will you know you have reached your objective?
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What factors could prevent you from achieving your objective?
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Why is this objective important?
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When does the objective need to be completed by?
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b)
Privacy and Confidentiality (list two relevant regulations and laws)
c)
Legislative requirements (list at least two)
d)
Policies and procedures (list three)
e)
Customer Analysis
18 to 34 demographic
Demographic measures
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Persona 1
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Persona 2
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Persona 3
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Age
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Gender
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Level of education
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Job status
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Cultural background
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Where they get information to make purchases
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Primary wants and needs
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When do they visit the Gym
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35 to 50 demographic
Demographic measures
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Persona 1
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Persona 2
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Persona 3
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Age
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Gender
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Level of education
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Job status
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Cultural background
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Where they get information to make purchases
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Primary wants and needs
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When do they visit the Gym
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f)
Advantages and disadvantages (list three examples of each)
Activity type
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Advantages
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Disadvantages
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g)
Market Trends (at least two examples)
h)
Strategies (at least three examples for each)
i)
Suggested marketing activities (at least three for each customer base)
Appendix B – Action Plan
Action plan
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Personnel involved
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Communication Objective
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Product or service to be marketed
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Activity
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Completion date
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Goals
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Strategy and tactics
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Required resources
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Person responsible
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Budget
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Training required
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Approval Process
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Email
Appendix C: Evaluation Report
a)
Criteria used to establish over-performance
b)
Criteria used to establish under-performance
c)
Over-performance chart/graph/revenue report
Under-performance chart/graph/revenue report
d)
Marketing campaign success
e)
Areas for continuous improvement
f)
Team and responsibilities for continuous improvement
Description of campaign improvement
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Aim of improvement
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How it will be improved
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Responsible team member
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BSBMKG622 Manage organisational marketing processes
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Task 1 – Knowledge Questions
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Task summary
· This is an open book knowledge test, to be completed in your own time.
· You need to answer all the written questions correctly.
Required
· Access to textbooks/other learning materials.
· Access to a computer and Microsoft Office.
· Access to the internet.
Timing
· Your assessor will advise you of the due date of this assessment via Canvas.
Submit onto Canvas
· This completed workbook
Assessment criteria
· All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
· You will be provided feedback on your performance by the Assessor via Canvas. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
· If any parts of the task are not satisfactorily completed, the assessor will provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
· You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
· You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
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Assessment Cover Sheet
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Candidate name:
|
|
Candidate ID
|
|
Trainer’s Name:
|
|
Date Submitted:
|
|
Candidate declaration:
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I declare that:
· I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
· This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
· I understand that plagiarism is a serious offence that may lead to disciplinary action.
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Candidate signature:
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Task 1: Knowledge Questions
Question 1
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What economical, social and industrial directions, trends and practices are facing the hospitality industry in relation to marketing? (minimum 200 words)
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Answer:
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Question 2
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i) List two (2) types of organisational structures.
ii) What type of organisational structure does ihBC have in place?
iii) How does this impact on the way the business is run?
iv) What are the roles and responsibilities of management and staff at ihBC? (minimum 200 words)
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Answer:
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Question 3
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Describe two (2) products and two (2) services of an organisation that you are familiar with and explain how they are marketed. (200 words)
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Answer:
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Question 4
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Explain the key principles of marketing, strategic analysis and strategic management (minimum 200 words)
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Answer:
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Question 5
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Give at least one (1) example of marketing performance targets including:
· activity,
· quality,
· cost
· time requirements
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Answer:
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Question 6
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Describe at least two (2) communication strategies that can be used in organisational marketing processes.
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Answer:
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Question 7
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Describe some statistical data evaluation techniques you could use to measure marketing performance. Use examples to explain your answer. (minimum 200 words)
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Answer:
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Question 8
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Briefly discuss the concept of performance management and mentoring of individuals and teams. (minimum 200 words)
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Answer:
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BSBMKG622 Manage organisational marketing processes
|
Task 1 – Knowledge Questions
|
Task summary
· This is an open book knowledge test, to be completed in your own time.
· You need to answer all the written questions correctly.
Required
· Access to textbooks/other learning materials.
· Access to a computer and Microsoft Office.
· Access to the internet.
Timing
· Your assessor will advise you of the due date of this assessment via Canvas.
Submit onto Canvas
· This completed workbook
Assessment criteria
· All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
· You will be provided feedback on your performance by the Assessor via Canvas. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
· If any parts of the task are not satisfactorily completed, the assessor will provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
· You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
· You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
|
Assessment Cover Sheet
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Candidate name:
|
|
Candidate ID
|
|
Trainer’s Name:
|
|
Date Submitted:
|
|
Candidate declaration:
|
I declare that:
· I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
· This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
· I understand that plagiarism is a serious offence that may lead to disciplinary action.
|
Candidate signature:
|
|
Task 1: Knowledge Questions
Question 1
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What economical, social and industrial directions, trends and practices are facing the hospitality industry in relation to marketing? (minimum 200 words)
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Answer:
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Question 2
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i) List two (2) types of organisational structures.
ii) What type of organisational structure does ihBC have in place?
iii) How does this impact on the way the business is run?
iv) What are the roles and responsibilities of management and staff at ihBC? (minimum 200 words)
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Answer:
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Question 3
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Describe two (2) products and two (2) services of an organisation that you are familiar with and explain how they are marketed. (200 words)
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Answer:
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Question 4
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Explain the key principles of marketing, strategic analysis and strategic management (minimum 200 words)
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Answer:
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Question 5
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Give at least one (1) example of marketing performance targets including:
· activity,
· quality,
· cost
· time requirements
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Answer:
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Question 6
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Describe at least two (2) communication strategies that can be used in organisational marketing processes.
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Answer:
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Question 7
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Describe some statistical data evaluation techniques you could use to measure marketing performance. Use examples to explain your answer. (minimum 200 words)
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Answer:
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Question 8
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Briefly discuss the concept of performance management and mentoring of individuals and teams. (minimum 200 words)
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Answer:
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