hi , i have attached my assessment and template . Please complete all the task in one file.
Microsoft Word - Learner_BSBMKG608 Develop Org Marketing Obj Assessment Task Case Study: Kellogg’s ‐ Using Aims and Objectives toCreate a Business Strategy Schedule TBA Outcomes Assessed Performance Criteria: 1.2, 1.3, 2.1 Addresses some elements of required skills and knowledge as shown in the Assessment Matrix Description: Kellogg, founded in 1906, is one of the leading companies in the world with familiar house hold brand names including Kellogg's Corn Flakes, Frosted Flakes, Corn Pops, and Rice Krispies. While the company competes in the cereal market globally, it is also well placed in snacks and cookies (Keebler, Cheez‐It, and Famous Amos) sector, along with convenience foods such as Eggo waffles and Nutri‐Grain and Bear Naked cereal bars. Its products are sold in more than 180 countries worldwide. Kellogg has a 42% market share of the value of the UK’s breakfast cereal market. The company has developed a range of products for the segments within this market, targeted at all age groups over three years old. This includes 39 brands of cereals as well as different types of cereal bars. This case study looks at how aims and objectives have been used to create a strategy which gives Kellogg a unique position in the minds of its consumers. Read the attached case (Case Study: “Kellogg’s ‐ Using Aims and Objectives to Create a Business Strategy”) and answer the following questions; 1. Explain what is meant by a premium brand 2. Describe the difference between an aim and an objective 3. Outline the purpose of Kellogg’s work with the ASA 4. Using examples to support your answer, evaluate how Kellogg communicates and discuss how this enables it to position its brand Instructions: Read the attached case study Complete the analysis during an in‐class designated assessment session in presence of an assessor Ask for help if need any clarification Review assessor feedback Improve the answers if needed Submit for final assessment BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 6. Assessment Tasks Assessment Task 1: Page 22 of 30 BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. Answered all the case study questions in presence of an assessor The answers are within the context of the case situation and reflect understanding of the organisational marketing processes Answers are succinct and adequately address the questions Supported answers with examples where needed Raised queries, if needed, and improved the answers based on the trainer feedback Described the concept of a premium brand with an appropriate example Described company’s aims and objectives behind its marketing campaign Described how aims are different from objectives Described Kellogg’s use of SMART principles in defining its objectives Identified factors that contributed to Kellogg’s relationship with other organisations such as ASA and helped formulate a brand strategy Explained how Kellogg’s strategic initiatives help it achieve its strategic objectives Described how Kellogg’s communicated a message about a balanced lifestyle to its consumers Described the community activities that supported Kellogg’s lifestyle message Discussed how consumers, given the right information, have made informed choices about food and living healthily Submission Guidelines Submit: Completed case study answers Page 23 of 30 Assessment Task 2: Assessment Task Case Study: Marketing Performance and Strategic Direction Schedule TBA Outcomes Assessed Performance Criteria: 1.1, 1.2, 1.3, 2.1, 2.2, 2.3, 2.4 Addresses some elements of required skills and knowledge as shown in the Assessment Matrix Description: Example Case Study (Other similar case studies can be used): Tourism Queensland is a statutory body under the Statutory Bodies Financial Arrangements Act 1982 and the Financial Accountability Act 2009. Tourism Queensland’s goal is to be one of Australia’s lead creative organisations, providing support to all operators and protecting and growing jobs for our industry (tq.com.au). Tourism Queensland’s primary goals are to: Increase leisure visitor expenditure Maximise market share Increase dispersal to benefit all Queensland regions, and Maximise sustainable tourism growth for the social and environmental benefit of all Queenslanders. In this assessment task, you will be required to read and evaluate Tourism Queensland’s Performance Report for the current year; in particular its global marketing strategy and initiatives. Due to unprecedented adverse weather conditions throughout December and January, Tourism Queensland was forced to quickly re‐assess its marketing activity for the second half of the year. A disaster recovery program was designed to address the widespread devastation experienced by destinations the length and breadth of the State and to achieve its critical aims. Based on the Performance Report provided, complete the following tasks; Visit TQ website and download its Strategic Plan, and; a) Describe its corporate structure b) Describe its purpose, mission, and values; explain how the values influence its market approach c) Describe TQ’s vision d) Summarise TQ’s target markets and its approach to marketing e) Describe the key drivers of its key strategic tourism goal for marketing and promotion f) Analyse performance measures and explain their effectiveness in evaluating TQ’s marketing performance in your own understanding g) Summarise key strategies and provide your own view on their effectiveness h) Identify key factors impacting on the direction and performance of TQ’s strategic plan i) Describe critical success factors for TQ and note any areas of improvement in your opinion j) Using the 2011 Annual report (available on TQ website), calculate Return on Assets (ROA), and percentage of marketing expenses over overall expenditures; Explain what the ration result means BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Page 24 of 30 k) Research and provide a brief (maximum 2 pages) environmental analysis of the tourism sector in Australia and potential challenges faced by TQ Note: If the case organisation is changed, DEVELOP similar tasks that align with the assessment criteria. Provide a copy of the new task in a separate copy to the course coordinator. Your analysis will ideally be written in a report format with appropriate headings and subheadings where needed to develop a structure. The analysis should be succinct, focussed and devoid of excessive cut‐and‐ paste. All external sources must be cited using the Harvard Referencing System. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work; Used appropriate context and references for the task All relevant ideas, concepts, and theories covered with clear explanation, and with clear perspective and context Evidence of consistency, synthesis and logical presentation of concepts throughout the work Use of financial analyse reflect understanding and application of basic financial analysis techniques Used organisation’s website and online resources to gather the required information Described organisation’s purpose and mission and explained how they reflect organisation’s underlying philosophy and approach to its mission Summarised case organisation’s corporate structure and outlined key departments and positions Explained how the organisational values underpins its approach to business Analysed organisation’s strategic plan and summarised its vision in own words; explain how the vision aligns with its overall purpose and focus Provided an overview of organisation’s target market and explained its market share and revenues from the given charts/information Analysed how the commercial or strategic partnerships drive its marketing and promotion objective; the analysis presents core ideas/concepts in own words Analysed the strategic marketing partnerships as a driver of its marketing and promotion objective; the analysis presents core ideas/concepts in own words Analysed experience development as a driver of its marketing and promotion objective; the analysis presents core ideas/concepts in own words Analysed the relevant marketing (e.g. event marketing) and development as drivers of its marketing and promotion objective; the analysis presents core ideas/concepts in own words Analysed KPIs and outcomes for the marketing and promotion objectives and explained their effectiveness in own words and understanding Described organisation’s strategic approach and identified factors that influence its strategic direction Calculated and explained the ROA ratio Calculated the total marketing expenses in comparison to other expenditure reflecting the percentage share the company invests in its marketing efforts Provided an environmental scan of the relevant sector (e.g. tourism sector in Australia) and explained how it impact’s organisation’s strategic position Cited all external references using an appropriate referencing system The paper is presented as a formal business document with a cover page, table of contents and a coherent structure Submission Guidelines Submit: BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Page 25 of 30 Written paper in hard and electronic copies with an assignment cover sheet Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor. BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Page 26 of 30 Assessment Task 3: Assessment Task Project: Identify Marketing Opportunities and Develop Objectives Schedule TBA Outcomes Assessed Performance Criteria: 1.2, 1.3, 1.4, 1.5, 3.1, 3.2, 3.3, 3.4, 4.1, 4.2, 4.3, 4.4, 4.5, 4.6, 4.7 Addresses some elements of required skills and knowledge as shown in the Assessment Matrix BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Description: For this assessment task, you will assume the role of a Marketing Manager working for the case organisation used in Assessment Task 2 (e.g. Tourism Queensland). You have been given the task to identify new marketing opportunities in the current business/competitive environment and develop organisational marketing objectives for a new campaign. Your trainer/assessor will play the role of your supervisor and can be consulted for advice and suggestions. Your paper should ideally cover; Executive Summary Background/Context Summary of the previous campaign (Performance Report used in Assessment Task 2) Situation Analysis (from Assessment Task 3) New Marketing opportunities o External factors o Internal Impact o Costs o Likely Benefits o Risks and Contingencies (Risk management strategies) o Feasibility for Implementation Marketing Goals and Objectives Marketing SWOT Analysis Key Stakeholders Key Performance Indicators Legal and Ethical Considerations The above is a suggested structure and may be modified according to individual preferences. However, ensure that all of the points mentioned are covered in your paper. The paper should be written as a formal business document, ideally as a proposal for management approval, with appropriate structure including a table of contents. A marketing opportunity is a newly identified process through which a firm can uniquely address need, want, or demand trend of the market. The marketing objectives are a set of achievable and measurable goals with a set timeline. As you will not have full access to the organisation’s internal documents, the SWOT can be prepared based on reasonable assumptions supported by the available information on the case organisation’s website, performance reports, and annual reports. Students who have access to their workplace documents with due permissions from the management may complete this task based on their own organisation. Prior approval must be sought with the trainer/assessor if they wish to do so. Page 27 of 30 BSB60215 | BSBMKG608 Develop Organisational Marketing Objectives Learner’s Guide | V 3.0 | Sept 2020 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: Dec 2021 Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work; Used appropriate context and references for the task All relevant ideas, concepts, and theories covered with clear explanation, and with clear perspective and context Evidence of consistency, synthesis and logical presentation of concepts throughout the work Succinctly summarised organisation’s marketing performance drawn from its current performance report Provided an environmental scan of the tourism sector in Australia and explained how it impact’s organisation’s strategic position identified factors impacting on the direction and performance of the business Developed a conceptual role play context and consulted with the trainer/assessor for advice and approvals emulating a real‐world practice Executive summary provides a concise overview of the paper/proposal and its key features New marketing opportunities as identified are consistent with organisation’s overall strategic direction and vision New marketing opportunities are realistic and provide a viable mean of implementing them in a real‐ life environment Demonstrated a reasonable degree of research and analysis in scanning the environment and identifying new opportunities Each opportunity is supported by a cost‐benefit analysis External and internal factors impacting the new opportunities are articulated with the support of examples and references The SWOT analysis provides an internal analysis of strengths and weaknesses and an external analysis of opportunities and threats Likely benefits to organisation by implementation of new opportunities is supported by valid rationale and examples/scenarios where possible Possible risks are identified, and contingency developed to manage the risks Used an appropriate risk management template/technique reflecting a common business practice/approach to risk management Key stakeholder and internal consultation and approval process are established based on organisational structure Developed organisational marketing objectives based on the new opportunities Objectives are specific, measurable, achievable, realistic, and time bound KPIs are developed as measures of performance for each objective KPIs are realistic and within the scope of the new marketing opportunities identified Used both qualitative and quantitative KPIs as appropriate Made references to relevant legislative requirements and highlighted ethical considerations for implementation of marketing objectives Articulated how the marketing objectives fit within organisation’s strategic approach and vision Cited all external references using an appropriate referencing system The paper is presented as a formal business document with a cover page, table of contents and a coherent structure Submission Guidelines Submit: Written paper in hard and electronic copies with an assignment cover sheet Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor. Page 28 of 30 BSB60215 BSBMKG608 – Develop Organisational Marketing Objectives BSB60215 ADVANCED DIPLOMA OF BUSINESS BSBMKG608 Develop Organisational Marketing Objectives Student Name : Student ID: Assessment Task 1: Kellogg’s case study Kellogg, founded in 1906, is one of the leading companies in the world with familiar house hold brand names including Kellogg's Corn Flakes, Frosted Flakes, Corn Pops, and Rice Krispies. While the company competes in the cereal market globally, it is also well placed in snacks and cookies (Keebler, Cheez‐It, and Famous Amos) sector, along with convenience foods such as Eggo waffles and Nutri‐Grain and Bear Naked cereal bars. Its products are sold in more than 180 countries worldwide. Kellogg has a 42% market share of the value of the UK’s breakfast cereal market. The company has developed a range of products for the segments within this market, targeted at all age groups over three years old. This includes 39 brands of cereals as well as different types of cereal bars. This case study looks at how aims and objectives have been used to create a strategy which gives Kellogg a unique position in the minds of its consumers. Read the attached case (Case Study: “Kellogg’s ‐ Using Aims and Objectives to Create a Business Strategy”) and answer the following questions; 1. Explain what is meant by a premium brand 2. Describe the difference between an aim and an objective 3. Outline the purpose of Kellogg’s work with the ASA 4. Using examples to support your answer, evaluate how Kellogg communicates and discuss how this enables it to position its brand Assessment Task 2: Case Study: Marketing Performance and Strategic Direction In this assessment task, you will be required to read and evaluate Tourism Queensland’s Performance Report for the current year; in particular its global marketing strategy and initiatives. Due to unprecedented adverse weather conditions throughout December and January, Tourism Queensland was forced to quickly re‐assess its marketing activity for the second half of the year. A disaster recovery program was designed to address the widespread devastation experienced by destinations the length and breadth of the State and to achieve its critical aims. Visit TQ website and download its Strategic Plan. Based on the Performance Report provided, complete the following tasks: a) Describe its corporate structure b) Describe its purpose, mission, and values; explain how the values influence its market approach c) Describe TQ’s vision d) Summarise TQ’s target markets and its approach to marketing e) Describe the key drivers of its key strategic tourism goal for marketing and promotion f) Analyse performance measures and explain their effectiveness in evaluating TQ’s marketing performance in your own understanding g) Summarise key strategies and provide your own view on their effectiveness h) Identify key factors impacting on the direction and performance of TQ’s strategic plan i) Describe critical success factors for TQ and note any areas of improvement in your opinion j) Using the 2019-2020 Annual report (available on TQ website), calculate Return on Assets (ROA), and percentage of marketing expenses over overall expenditures; Explain what the ration result means k) Research and provide a brief (maximum 2 pages) environmental analysis of the tourism sector in Australia and potential challenges faced by TQ Assessment Task 3: Project: Identify Marketing Opportunities and Develop Objectives For this assessment task, you will assume the role of a Marketing Manager working for the case organisation used in Assessment Task2 (e.g. Tourism Queensland). You have been given the task to identify new marketing opportunities in the current business/competitive environment and develop organisational marketing objectives for a new campaign. Your paper should ideally cover; Executive Summary Summary of your new campaign and its marketing objectives Background/Context Background of the business Summary of the previous campaign (Performance Report used in Assessment Task2) Summary of what Tourism Queensland had done previously Situation Analysis (from Assessment Task3) Conduct a situation analysis for the business New Marketing opportunities (Student to explain on how these factors below will affect the opportunities identified) · External factors · Internal Impact · Costs · Likely Benefits · Risks and Contingencies (Risk management strategies) · Feasibility for Implementation Marketing Goals and Objectives Outline the marketing goals and objectives (short-term and long-term) Marketing SWOT Analysis Conduct a SWOT analysis on the business to identify its strengths, weaknesses, opportunities, and weaknesses for the marketing opportunities to work. Strengths Weaknesses Opportunities Threats Key Stakeholders List the main key stakeholders that will involved in the marketing project, and their responsibilities Roles Responsibilities Key Performance Indicators Identify the performance baseline to measure the success of the marketing objective Legal and Ethical Considerations List the legal and ethical requirements for the marketing opportunities 1 Student ID Full Name Develop Organisational Marketing Objectives BSBMKG608 UNIT SUMMARY This unit describes the skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation’s internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities. It applies to senior marketing professionals who are responsible for providing strategic direction to the marketing function of an organisation. UNIT SUMMARY Their responsibilities include analysing information on internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising strategies to achieve overall business objectives. Individuals operating at this level generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation. ELEMENTS TO COVER • Identify strategic direction • Review marketing performance • Scope marketing opportunities • Formulate marketing objectives Assessment Information 1. Case Study: Kellogg’s - Using Aims and Objectives to Create a Business Strategy 2. Case Study: Marketing Performance and Strategic Direction 3. Project: Identify Marketing Opportunities and Develop Objectives Assessment conditions • Research – Online or Books References