do the assigment pleaseMicrosoft Word - BSBMKG419 & BSBCRT401 ASSESSMENT V2.0318.docx...

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do the assigment pleaseMicrosoft Word - BSBMKG419 & BSBCRT401 ASSESSMENT V2.0318.docx Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	1	of	18	 BSBMKG419 Analyse consumer behaviour &	 BSBCRT401 Articulate, present and debate ideas  ASSESSMENT	COVER	SHEET	 Student	ID	 Student	Name	 First	Name:	 Last	Name:	 Student’s	declaration:	 By	submitting	this	assessment,	you	are	acknowledging	and	agreeing	to	the	following	conditions:	 Please	check	each	item	in	the	box,	if	you	agree.	 I	have	read	and	understood	the	details	of	the	assessment.	 I	have	been	informed	of	the	conditions	of	the	assessment	and	the	appeals	process	and	 understand	I	may	appeal	if	I	believe	the	assessment	is	not	equitable,	fair	or	just.	 I	agree	to	participate	in	this	assessment,	and	I	am	ready	to	be	assessed.	 I	declare	that	the	attached	is	my	own	work	or	in	collaboration	with	other	members	of	a	group	 as	required.	 I	have	acknowledged	all	sources	where	appropriate	in	accordance	with	ILSC’s	Academic	 Integrity	Policy,	and	I	believe	other	group	members	have	done	the	same.	 Submitting	your	assessment:	Complete	all	assessment	tasks,	save,	and	upload	in	Moodle	for	grading.	Please	 view	the	videos	on	submitting	work	through	Moodle	in	the	FAQ	section	of	your	VET	Orientation	course.	Check	 Moodle	grades	and	feedback	on	your	submission.	You	will	receive	an	email	notification	when	your	assessment	 has	been	graded.	 Assessor’s	acknowledgement:	 Please	verify	each	of	the	following	principles	of	assessment	by	placing	a	tick	in	each	box.	Refer	to	the	 assessor's	handbook	for	further	information	if	required.	 Authentic:		The	assessor	is	assured	that	the	evidence	presented	for	assessment	is	the	learner’s	 own	work.	 Valid:		The	assessor	is	assured	that	the	learner	has	the	skills,	knowledge	and	attributes	as	 described	in	the	module	or	unit	of	competency	and	associated	assessment	requirements.	 Current:		The	assessor	is	assured	that	the	assessment	evidence	demonstrates	current	 competency.		This	requires	the	assessment	evidence	to	be	from	the	present	or	the	very	recent	 past.	 Sufficient:		The	assessor	is	assured	that	the	quality,	quantity	and	relevance	of	the	assessment	 evidence	enable	a	judgement	to	be	made	of	a	learner’s	competency.	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	2	of	18	 How to work through your assessment  Your	assessment	is	designed	to	assess	your	performance	of	competency	for	two	units	 BSBMKG419	Analyse	consumer	behaviour	and	BSBCRT401	Articulate,	present	and	debate	ideas.	 Your	assessor	will	help	you	fully	understand	assessment	requirements	for	both	units.		 The	features	of	this	assessment	are	detailed	in	the	following	table.	 Feature	of	the	 assessment	resource	 Explanation	 Assessment	 information	Unit	1.	 BSBMKG419	Analyse	consumer	behaviour	 This	unit	describes	the	skills	and	knowledge	required	to	analyse	 consumer	behaviour	for	markets	and	specific	needs.	 It	applies	to	individuals	who	need	to	analyse	consumer	behaviour	to	 examine	factors	that	impact	decisions	to	purchase	products	or	services.	 They	conduct	a	thorough	analysis	of	consumer	attitudes	and	 behaviour,	and	make	recommendations	on	marketing	strategies	to	 increase	consumption	of	the	product	or	service	being	marketed.	 The	key	outcomes	are:	  Confirm	product	or	service	market		  Assess	reasons	for	existing	levels	of	consumer	interest	  Recommend	focus	of	appeal	for	marketing	strategies	for	 product	or	service	 Assessment	 information	Unit	2.	 BSBCRT401	Articulate,	present	and	debate	ideas	 This	unit	describes	the	skills	and	knowledge	required	to	articulate,	 present	and	debate	ideas	in	a	work	or	broader	life	context	using	 creative	techniques	in	order	to	provoke	response,	reaction	and	critical	 discussion.	 This	unit	applies	to	individuals	who	contribute	and	present	ideas	that	 may	be	complex	in	nature	and	may	relate	to	new	products,	services,	 processes	or	creative	works	using	a	degree	of	risk	taking	and	 storytelling.	 The	key	outcomes	are:	  Analyse	ideas	for	communication	to	others	  Provoke	response	and	reaction		  Debate	and	discuss	ideas	 Assessment	 overview	 To	demonstrate	competency,	you	must	successfully	complete	all	the	 following	assessment	tasks:		 Task	1:	Online	Moodle	Quizzes	 Task	2:	Project	-	Analyse	consumer	behaviour	 Task	3:	Project	-	Articulate,	present	and	debate	ideas	 Task	4:	Report	-		Recommend	focus	of	appeal	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	3	of	18	 Complete	the	 following	tasks	 ü Task	1:	Online	Moodle	Quizzes	 You	will	be	completing	online	Moodle	quizzes	for	each	topic	to	 demonstrate	your	knowledge	of	the	unit	requirements.	These	are	self- marking.	 ü Task	2:	Project	-	Analyse	consumer	behaviour	 o Part	1:	Confirm	product	or	service	market o Part	2:	Assess	consumer	interest You	will	undertake	a	project	to	demonstrate	your	ability	to	analyse	 consumer	behaviour	and	accurately	assess	the	marketplace	for	Orti’s	 Organic	Bakery	products	and	services.	 ü Task	3:	Project	-	Articulate,	present	and	debate	ideas	 o Part	1:	Refine	key	ideas o Part	2:	Debate	and	discuss	ideas You	are	required	to	demonstrate	the	ability	to	express	your	views	and	 ideas	as	well	as	consider	the	views	of	others	at	a	focus	group	public	 engagement,	in	a	simulated	work	environment.	 ü Task	4:	Report	-	Recommend	focus	of	appeal	 You	will	be	developing	a	report	of	practical	recommendations	 proposed	for	focused	marketing	strategies	of	Orti’s	healthy	organic	 breakfast	products.	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	4	of	18	 TASK 1- Please complete the following online  quizzes on Moodle:  § Topic	1.	Online	Quiz § Topic	2.	Online	Quiz § Topic	3.	Online	Quiz § Topic	4.	Online	Quiz § Topic	5.	Online	Quiz TASK 2 - Project: Analyse consumer behaviour  Objective	 You	are	required	to	demonstrate	skills	and	knowledge	to	analyse	 consumer	behaviour	and	accurately	assess	the	marketplace	as	well	as	 identify	reasons	for	existing	levels	of	consumer	interest	for	products	 and	services.	 Scenario	 You	are	the	assistant	marketing	manager	for	Orti’s	Organic	Bakery.	 Orti's	bakery	is	built	on	the	belief	that	eating	a	healthy,	organic	 breakfast	can	have	a	significant	impact	on	a	person's	health	and	 attitude,	as	well	as	the	environment.		 Orti's	Organic	Bakery	will	launch	a	second	location	at	The	Rocks	in	 Sydney,	to	serve	consumers	and	build	a	local	brand,	which	can	be	 leveraged	into	additional	locations	in	the	coming	years.	 The	owner	has	asked	you	to	review	the	marketing	plan	and	analyse	 consumer	behaviour	and	trends,	and	develop	a	focus	of	appeal	for	 Orti’s	healthy	breakfast	products.	 Assessment	 description	 To	complete	the	project,	you	will	be	identifying	and	gathering	relevant	 information	about	the	market	segment	and	consumers	of	Orti’s	 Organic	Bakery.		 You	will	accurately	assess	the	marketplace	and	identify	reasons	for	 existing	levels	of	consumer	interest	in	organic	and	healthy	food	 products	by	researching	information	from	a	range	of	sources,	including	 Orti’s	marketing	plan.	 The	project	is	divided	into	two	parts.	Refer	to	parts	1	&	2	below,	and	 follow	the	steps	to	complete	the	project.	 Resources	 required	 The	following	materials	are	required	for	this	project	to	be	completed.	 You	will	find	these	documents	in	Moodle	Assessment	tab	for	this	unit.	 o Orti’s	marketing	plan.pdf Other	resources:	 § computer,	office	equipment	and	internet	access Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	5	of	18	 § word-processing	software § slide	presentation	software Assessment	 conditions	 Assessment	must	be	conducted	in	a	safe	environment	where	evidence	 gathered	demonstrates	consistent	performance	of	typical	activities	 experienced	in	the	marketing	communications	field	of	work	and	 include	access	to:	 § relevant	legislation	and	regulations § office	equipment	and	technology § relevant	workplace	documentation	and	resources § industry	software	packages	and	apps	(where	applicable). Reasonable	 adjustment	 If	you	are	unable	to	undertake	the	assessment	task	as	designed,	please	 speak	to	your	assessor.	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	6	of	18	 Part 1- Confirm product or service market  In	Parts	1	&	2	of	the	project,	you	will	be	developing	a	portfolio	of	product	and	service	market	 information	for	Orti’s	Organic	Bakery.	You	will	present	the	information	in	electronic	slide	 format,	but	you	will	not	be	required	to	make	an	oral	presentation,	for	this	assessment.	 You	will	need	to	compile	all	your	work	into	your	portfolio	and	include	reference	information	to	 show	where	you	sourced	the	information	from,	to	develop	your	profile.	 You	must:	 Develop	a	portfolio	that	includes:	 § a	profile	of	the	product	market	segment § a	consumer	profile	for	the	product	or	service § an	explanation	of	the	alignment	between	the	product	and	the	consumer	profile. Steps:  1. Prepare	a	profile,	that	includes: a. a	brief	description	of	Orti’s	Organic	bakery,	products	and	services b. a	description	of	the	current	market. 2. You	will	need	to	research	the	information	from	the	marketing	plan	and	the	ABS	Census of	Population	and	Housing	website	(the	web	link	is	provided	on	the	Marketing	Plan). You	must	include: a. geographic	information	–	where	a	typical	consumer	lives	and/or	works b. income	information	–	household	income	of	a	typical	consumer c. status	information	–	social	class	of	a	typical	consumer,	education	level	of	a	typical consumer d. relationship	information	–	family	status	(single,	married,	children/dependents)	of	a typical	consumer e. lifestyle	or	psychographic	information	–	hobbies,	interests	and	beliefs	of	a	typical consumer. 3. Explain	how	the	product	aligns	with	consumer	needs	under	the	heading	‘Product alignment’,	that	includes: a. an	explanation	of	how	product	features	are	tested	with	consumers	–	refer	to	your marketing	plan	for	relevant	information b. information	on	pricing	strategies	that	are	appropriate	for	the	identified	consumers c. discuss	the	information	you	have	gathered	for	part	1,	with	your	assessor. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	7	of	18	 Your	assessor	will	be	looking	for	evidence	that	you:	 § gathered	and	analysed	information	on	a	product	or	service	market	–	using mathematical	skills,	oral	communication	skills,	reading	and	analytical	skills,	and	an understanding	of	organisational	procedures § identified	consumer	attributes,	with	reference	to	a	marketing	plan § explained	how	the	product	or	service	features	align	with	identified	consumer	needs. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	8	of	18	 Part 2 - Assess consumer interest  In	Part	2,	you	will	continue	to	gather	information	to	develop	the	portfolio	for	Orti’s	Organic	 bakery.	You	will	present	the	information	together	with	Part	1.	 You	must:	 Develop	a	portfolio	that	includes:	 § an	analysis	of	trends	and	past	marketing	activities § a	detailed	analysis	of	consumer	behaviour,	including	online	behaviour § a	situational	analysis	of	organisational	capability	to	respond	to	consumer	demand. Steps  1. Analyse	trends	and	past	performance	in	the	market	segment	that	you	identified	in	Part	1, and	describe: a. consumer	need	for	the	product	or	service b. details	of	specific	strategies	or	activities	used	to	market	the	product	or	service	in	the past c. information	on	consumer	response	to	past	marketing	strategies	or	activities d. your	assessment	on	the	effectiveness	of	the	focus	of	appeal	used	in	past	marketing strategies	or	activities. 2. Undertake	an	analysis	of	consumer	behaviour,	and	describe: a. individual,	social	and	lifestyle	influences	on	consumer	behaviour	for	the	target market	segment b. the	digital	footprint	of	a	typical	consumer	in	the	market	segment c. typical	online	engagement	journeys	a	consumer	might	take,	and	consumer expectations	of	digital	engagement	with	an	organisation	for	the	product	or	service. 3. Prepare	a	situational	analysis	of	organisational	capability,	including: a. identification	of	the	organisation’s	strengths	and	weaknesses	in	relation	to	meeting consumer	demand	and	expectations	for	the	product	or	service b. assessment	of	whether	existing	opportunities	and	threats	can	be	addressed	within organisation’s	marketing	plan. 4. To	submit	your	portfolio,	convert	the	slide	deck	to	PDF	format	before	uploading	on Moodle	with	your	assessment. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	9	of	18	 Your	assessor	will	be	looking	for	evidence	that	you:	 § reviewed	trends,	past	performance	and	past	marketing	to	analyse	consumer responses	and	the	effectiveness	of	the	focus	of	appeal	used	–	using	mathematical skills,	analytical	skills	and	understanding	of	organisational	procedures § analysed	consumer	behaviour,	taking	into	account: ○ individual,	social	and	lifestyle	influences	on	behaviour ○ digital	footprints,	online	engagement	journeys	and	consumer	expectations. § assessed	organisational	capability	to	meet	consumer	demand	and	expectations	for	a product	or	service. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	10	of	18	 TASK 3: Project - Articulate, present and debate ideas  Objective	 You	are	required	to	demonstrate	the	skills	and	knowledge	to	review	 information	and	plan	to	communicate	key	ideas.	You	will	need	to	articulate,	 present	and	debate	ideas	using	creative	techniques	in	order	to	provoke	 response,	reaction	and	critical	discussion.	 Assessment	 context	and	 overview	 You	receive	an	email	from	Orti	Franklin,	owner	and	CEO	of	Orti’s	Organic	 Bakery.	 Subject:	Focus	group	public	engagement	 Hello,	 Orti’s	Organic	Bakery	has	been	invited	to	attend	a	focus	group	public	 engagement,	organised	by	Parents’	Voice,	to	speak	in	support	of	their	 current	campaigns.		 As	you	know	we	have	been	a	long-time	supporter	of	Parents’	Voice	and	 actively	support	the	work	they	do.	 I	will	be	away,	and	so	as	the	assistant	marketing	manager,	I	need	you	to	 represent	Orti’s	and	present	your	views	and	ideas	on	promoting	healthy	 eating.		 You	will	need	to	be	familiar	with	Parents’	Voice	current	campaigns	and	 present	a	strong	case	for	at	least	one	of	them.	We	will	then	support	Parents’	 Voice	to	lobby	the	Federal	Government	Department	of	Health	to	provide	 funding	and	resources	to	implement	their	recommendations.	 This	will	be	a	debate	with	representatives	from	Parents’	Voice,	the	public	 and	organisations	such	as	McDonalds,	Kellogg’s	and	Coca	Cola	who	don’t	 support	the	campaigns	of	Parents’	Voice	and	may	strongly	disagree	with	 your	views.		 Telling	a	story	about	your	own	life	experiences	or	a	real-life	case	study	will	 help	to	engage	the	audience	and	give	weight	to	your	ideas.	 To	assist	you	to	plan	your	presentation,	I	have	provided	you	with	a	planning	 document	(Appendix	1),	which	I	need	you	to	complete.	 You	will	need	to	access	Parent’s	Voice	website	for	information	on	their	work	 and	current	campaigns.	Follow	the	procedures	below	to	articulate,	present	 and	debate	your	ideas.	 Please	ensure	you	comply	with	our	policies,	procedures	and	guidelines	so	 that	you	meet	Orti’s	legal	and	ethical	requirements.	 I	look	forward	to	discussing	the	outcome	of	your	presentation	on	my	return.	 Regards,	Orti	Franklin	 Chief	Executive	Officer	 Resources	 required	 The	following	materials	and	resources	are	required	for	this	project:	 You	will	find	the	following	documents	in	Moodle	Assessment	tab	for	this	 unit.	 o Appendix	1.	Presentation	planning	template.doc Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	11	of	18	 Parents’	Voice	website:	 : https://parentsvoice.org.au	 Other	resources:	 § computer	and	office	equipment	including	TV	monitor § internet	access § word-processing	software Assessment	 conditions	 Assessment	must	be	conducted	in	a	safe	environment	where	evidence	 gathered	demonstrates	consistent	performance	of	typical	activities	 experienced	in	the	creativity	and	innovation	–	critical	thinking	field	of	work	 and	include	access	to	opportunities	to	present,	discuss	and	debate	ideas	 with	others.	 Reasonable	 adjustment	 If	you	are	unable	to	undertake	the	assessment	as	designed,	please	speak	to	 your	assessor.	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	12	of	18	 Part 1- Refine key ideas  Ensure	you	read	and	understand	the	email	from	Orti	Franklin,	in	the	context	of	the	assessment	 objective,	outlined	above.	You	need	to	review	all	the	information	provided	and	plan	your	 presentation	speech.	You	are	required	to	choose	one	campaign	in	support	of	Parent’s	Voice	and	 plan	how	to	present	your	views	and	ideas	on	healthy	eating	in	an	engaging	way.	Use	the	 Appendix	1	template,	to	plan	your	presentation	speech.		 You	are	not	expected	to	become	an	expert	on	the	topic,	but	to	be	confident	in	your	knowledge	 about	the	work	of	Parent’s	Voice	and	the	effects	on	a	person’s	health	from	unhealthy	food	 choices.	You	will	need	to	focus	on	delivering	an	engaging	but	thought	provoking	and	challenging	 presentation	speech.	 Note:	You	will	be	making	your	presentation	speech	in	Part	2.	 You	must:	 § submit	a	completed	presentation	planning	template	(Appendix	1) Procedure:  1. Review	all	the	information	provided	in	the	‘Resources	required’	section	above	and undertake	your	own	research	on	the	topic.	Parents’	Voice	information	on	current campaigns	can	be	found	on	their	website	under	the	‘Campaigns’	or	‘Our	Work’	tabs (access	the	site	using	the	link	above). Campaigns	include,	but	are	not	limited	to: § Junk	food	marketing § Food	labelling § Healthy	schools § Healthy	checkouts 2. Use	the	template	provided	in	Appendix	1,	to	outline	how	you	plan	to	communicate	your message.	Your	presentation	speech	should	be	about	ten	minutes	in	length,	or	otherwise as	agreed	with	your	assessor. 3. Choose	your	campaign	and	source	relevant	information	to	build	a	strong	case. 4. Consider	additional	resources	you	will	need	to	communicate	your	message.	Plan	to	use	at least	one	digital	tool.	This	could	include	but	not	limited	to;	presentation	software,	images, props,	handout	material,	music,	a	video	clip	or	weblinks	etc. 5. Submit	your	completed	presentation	planning	template	(Appendix	1),	and	any	additional materials	to	support	your	case	(links	to	resources,	hard	copy	materials,	PowerPoint presentations	(converted	to	PDF	format)	on	Moodle	with	your	assessment. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	13	of	18	 Your	assessor	will	be	looking	for	the	following	foundation	skills:	 § workplace	creativity	skills	to: ○ consider	key	themes	and	ideas	to	be	explored	and	identify	ways	to	respond	to	and use	diverse	perspectives. ○ use	features	and	functions	of	digital	tools	and	technologies	to	store	and	present information § learning	skills	to	consider	opinions	of	others	to	improve	and	enhance	own	learning Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	14	of	18	 Part 2 - Debate and discuss ideas  This	task	continues	from	Part	1.	You	will	be	using	your	planning	from	Part	1	to	make	your	10- minute’	presentation	speech.		 You	will	be	making	a	strong	case	for	a	campaign	to	an	audience	of	focus	group	members	(fellow	 students)	made	up	of	the	public	and	other	organisations	in	a	simulated	environment.	You	must	 deliver	your	speech	in	a	way	that	allows	others	to	give	their	point	of	view.	Take	risks	in	the	way	 you	present	your	opinions.		Ideas	on	what	people	should	and	or	shouldn’t	eat	can	be	 controversial,	so	be	prepared	to	argue	your	point	of	view.		 You	will	need	to	acknowledge	input	from	others	and	encourage	audience	participation.	You	will	 also	be	participating	in	other	members’	presentations.	For	this	assessment	task,	your	assessor	 will	assess	your	required	skills	and	knowledge	while	observing	your	performance	according	to	 the	assessment	criteria	outlined	below.	 You	must:	 § deliver	a	presentation § engage	the	audience § participate	in	other	student	presentations § make	a	case	for	a	campaign	in	support	of	Parents’	Voice. Procedure:  1. Make	your	presentation	speech.	Ensure	you	engage	your	audience	in	discussions. a. Explore	the	following	techniques	to	engage,	debate	and	involve	others	in	your presentation	speech. o explore	and	use	different	techniques o communicate	your	ideas	using	storytelling o create	opportunities	to	provoke	and	encourage	a	response o be	open	to	critical	analysis	of	your	ideas	and	to	the	ideas	of	others o respond	to	any	questions	about	ideas	with	confidence	and	relevant	information. b. Listen	and	participate	in	discussions	of	other	member’s	presentations	by	asking questions,	engaging	in	critical	discussion	and	debate,	and	opposing	the	ideas	and	views you	don’t	agree	with. Your	assessor	will	be	looking	for	the	following	foundation	skills:	 § oral	communication	skills	to: ○ articulate	ideas	and	requirements	clearly	and	creatively	using	techniques appropriate	to	the	audience	and	the	environment Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	15	of	18	 ○ participate	in	a	verbal	exchange	of	ideas	and	elicit	the	view	and	opinions	of	others by	listening	and	questioning ○ use	a	range	of	persuasive	responses	and	makes	comparisons	that	show	an understanding	of	topics	and	concepts § interaction	skills	to	demonstrate	sophisticated	control	over	oral,	visual	and/or	written formats,	drawing	on	a	range	of	communication	practices	to	achieve	goals § workplace	creativity	skills	to: ○ recognise	opportunities	to	develop	and	apply	new	ideas	and	select	ideas	for implementation ○ consider	key	themes	and	ideas	to	be	explored	and	identify	ways	to	respond	to	and use	diverse	perspectives § articulate	ideas	and	requirements	clearly	and	creatively	using	techniques	appropriate	to audience	and	environment. Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	16	of	18	 TASK 4: Report - Recommend focus of appeal  Objective	 This	assessment	will	focus	on	the	skills	and	knowledge	required	to	develop	 and	present	practical	recommendations	for	focused	marketing	strategies	for	 Orti’s	products	and	services.	 Assessment	 description	 In	assessment	TASK	2	-	Parts	1	&	2,	you	reviewed	Orti’s	marketing	plan,	 gathered	data	and	analysed	market	information	on	consumer	behavior	for	a	 second	Bakery	location	in	The	Rocks,	Sydney.	 Orti	Franklin	has	asked	you	to	consider	all	the	information	and	recommend	 an	advertising	appeal	to	attract	the	attention	of	consumers	and	influence	 their	feelings	toward	Orti’s	healthy	breakfast	products.	 Refer	to	the	‘tasks	and	instructions’	section	below	and	follow	the	steps	to	 complete	this	assessment	task.		 Resources	 required	 The	following	materials	and	resources	are	required	for	this	assessment	task:	 o your	completed	portfolio	(TASK	2	-	Parts	1	&	2) o Orti’s	marketing	plan Other	resources	include:	 § computer	and	office	equipment § internet	access § word-processing	software Assessment	 conditions	 Assessment	must	be	conducted	in	a	safe	environment	where	evidence	 gathered	demonstrates	consistent	performance	of	typical	activities	 experienced	in	the	marketing	communications	field	of	work	and	include	 access	to:	 § relevant	legislation	and	regulations § office	equipment	and	technology § relevant	workplace	documentation	and	resources § industry	software	packages	and	apps	(where	applicable). Reasonable	 adjustment	 If	you	are	unable	to	undertake	the	assessment	as	designed,	please	speak	to	 your	assessor.	 Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	17	of	18	 Report - tasks and instructions  Read	the	assessment	description	above.	Using	your	portfolio	from	TASK	2-	Parts	1	&	2,	prepare	 a	report	and	recommend	a	focus	of	appeal	for	Orti’s	Organic	breakfast	products.	Present	the	 information	using	word	processing	software	and	standard	report	format.	The	report	must	be	 written	using	clear	language	and	appropriate	for	a	business	environment.	 You	must	submit:	 § a	report	recommending	a	focus	of	appeal	of	the	marketing	strategies	for	Orti’s	Organic Bakery. Steps  1. Identify	a	focus	of	appeal	for	Orti’s	products	that	is	appropriate	for	the	consumers identified	in	your	consumer	profile.	You	should	draw	on	the	profiles	and	analysis	you produced	for	TASK	2	-	Parts	1	&	2.	In	addition	you	will	need	to	consider: a. the	innate	and	acquired	needs	of	the	target	consumers b. factors	that	influence	consumer	decision-making. 2. Propose	digital	marketing	strategies	for	the	product	that	will	support	your	focus	of appeal.	You	will	need	to	consider: a. consumer	behaviour	in	the	digital	environment,	including	opportunities	for	creating appropriate	engagement	journeys	and	interventions b. legal	and	ethical	obligations	that	apply	to	marketing	activity	for	the	products c. the	costs	and	benefits	of	traditional	and	online	marketing	activities	in	relation	to	the budget	requirements	of	the	marketing	plan 3. Explain	relevant	marketing	communication	concepts	and	processes. 4. Compile	all	your	work	into	a	report.	Your	report	should	include	a	convincing	rationale	to support	your	recommendations	including	how	your	recommendations	will	effectively influence	consumer	behaviour. 5. Submit	your	report	on	Moodle	with	your	assessment	and	your	other	assessment documents. Your	assessor	will	be	looking	for	evidence	that	you:	 § prepared	a	report	in	the	form	of	a	strategic	business	document,	using	appropriate written	language	and	format	for	a	business	audience Business	ILSC	College:		 		BSBMKG419	&	BSBCRT401	Assessment											Version	2.0318	 Page	18	of	18	 § developed	marketing	strategies	that	address	the	innate	and	acquired	needs	of	target consumers § considered	consumer	behaviour	in	the	digital	environment	in	the	development	of marketing	strategy	recommendations § considered	organisational	budgetary	requirements	in	the	development	of	marketing strategy	recommendations § considered	legal	and	ethical	obligations	in	the	development	of	your	marketing strategy	recommendations § explained	how	recommended	marketing	strategies	will	effectively	influence consumer	behaviour. 	Student IDRow1:  	First Name:  	Last Name:  	Check Box1:  	0:  	0: Off 	1: Off 	1:  	0: Off 	1: Off 	2:  	0: Off 	1: Off 	3:  	0: Off 	1: Off 	4:  	0: Off

Microsoft Word - BSBMKG419 & BSBCRT401 ASSESSMENT V2.0318.docx BusinessILSCCollege: BSBMKG419&BSBCRT401Assessment Version2.0318 Page1of18 BSBMKG419 Analyse consumer behaviour & BSBCRT401...

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