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Business Plan Template
(
Student
Pack
)
BSBMGK609
Develop a marketing plan
Student Assessment
What is the purpose of this document?
The Student Pack is the document you, the student, needs to complete to demonstrate competency. This document includes the context and conditions of your assessment, the tasks to be completed by you and an outline of the evidence to be gathered.
The information includes the following:
· Information related to the unit of competency
· Guidelines and instructions to complete each task and activity
· A student evaluation form
Student Evaluation Form
These documents are designed after conducting thorough industry consultation. Students are encouraged to evaluate this document and provide constructive feedback to their training organisation if they feel that this document can be improved.
Link to other unit documents
· The Student Pack is a document for students to complete to demonstrate their competency. This document includes context and conditions of assessment, tasks to be administered to the student, and an outline of the evidence to be gathered from the student.
· The Unit Mapping is a document that contains information and comprehensive mapping with the training package requirements.
· The Unit Requirements is a document that contains information related to the unit of competency for the Training Organisation staff and students.
Document Usage
CAQA Resources
https://caqaresources.com.au/
Student Pack © 2019 CAQA Resources, CAQA and RTO Training Resources
This template and all its including associated content is a copyrighted work under Australian and other copyright laws. Do not submit copies or modifications of this template to any website or any third parties. Please review the following license agreement to learn how you may or may not use this template.
License Agreement:
Copyright protects this material. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher to use for a specific intended purpose. The only exception is brief quotations embodied in critical reviews and certain other non-commercial uses permitted by Copyright Act 1968 (Cth). For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
If you believe that information of any kind in this publication is an infringement of copyright, in the material in which you either own the copyright or are authorised to exercise the rights of a copyright owner, and then please advise us by contacting CAQA, Career Calling International Pty. Ltd. 2/10 Lawn Court, Craigieburn, Victoria 3064.
1. Student and trainer details
Student details
Full name:
Student ID:
Contact number:
Email address:
Trainer details
Full name:
2. Qualification and unit of competency
Qualification/Course/Program Details
Code:
Name:
Unit of competency
Code:
BSBMKG609
Name:
Develop a marketing plan
Releases:
1.0
Release date:
25/March/2015
3. Assessment Submission Method
☐ By hand to trainer/assessor ☐ By email to trainer/assessor
☐ Online submission via Learning Management System (LMS)
☐ Any other method _________________________________________________
(Please describe here)
4. Student declaration
· I have read and understood the information in the Unit Requirements prior to commencing this Student Pack
· I certify that the work submitted for this assessment pack is my own. I have clearly referenced any sources used in my submission. I understand that a false declaration is a form of malpractice;
· I have kept a copy of this Student Pack and all relevant notes, attachments, and reference material that I used in the production of this Student Pack;
· For the purposes of assessment, I give the trainer/assessor permission to:
· Reproduce this assessment and provide a copy to another member of staff; and
· Take steps to authenticate the assessment, including communicating a copy of this assessment to a plagiarism checking service (which may retain a copy of the assessment on its database for future plagiarism checking).
Student signature: ________________________________
Date: ____/_____/______________
5. Assessment Plan
The student must be assessed as satisfactory in each of the following assessment methods in order to demonstrate competence in a variety of ways.
Evidence number/ Task number
Assessment method/ Type of evidence/ Task name
Sufficient evidence recorded/Outcome
Assessment task 1
Knowledge Test (KT)
S / NS (First Attempt)
S / NS (Second Attempt)
Assessment task 2
Project (PT)
S / NS (First Attempt)
S / NS (Second Attempt)
Assessment task 3
Project (PT)
S / NS (First Attempt)
S / NS (Second Attempt)
Assessment task 4
Role Play/Presentations
S / NS (First Attempt)
S / NS (Second Attempt)
Outcome
C ☐ NYC ☐
Date assessed:
Trainer signature:
6. Completion of the Assessment Plan
Your trainer is requiredto fill out the Assessment Plan Outcome records above, when:
· You have completed and submitted all the requirements for the assessment tasks for this cluster or unit of competency.
· Your work has been reviewed and assessed by your trainer/assessor.
· You have been assessed aseither satisfactory or unsatisfactory for each assessment task within the unit of competency.
· You have been provided with relevant and detailed feedback.
Every assessment has a “Feedback to Student” section used to record the following information. Your trainer/assessor must also ensure that all sections are filled in appropriately, such as:
· Result of Assessment (satisfactory or unsatisfactory)
· Student name, signature and date
· Assessor name, signature and date
· Relevant and detailed feedback
7. Unit Requirements
You, the student, must read and understand all of the information in the Unit Requirements before completing the Student Pack. If you have any questions regarding the information, see your trainer/assessor for further information and clarification.
Pre-Assessment Checklist: Task 1 - Knowledge Test
The purpose of this checklist
The pre-assessment checklist helps students determine if they are ready for assessment. The trainer/assessor must review the checklist with the student before the student attempts the assessment task. If any items of the checklist are incomplete or not clear to the student, the trainer/assessor must provide relevant information to the student to ensure they understand the requirements of the assessment task. The student must ensure they are ready for the assessment task before undertaking it.
Section 1: Information for Students
☐Make sure you have completed the necessary prior learning before attempting this assessment.
☐Make sure your trainer/assessor clearly explained the assessment process and tasks to be completed.
☐Make sure you understand what evidence is required to be collected and how.
☐Make sure you know your rights and the Complaints and Appeal process.
☐Make sure you discuss any special needs or reasonable adjustments to be considered during the assessment (refer to the Reasonable Adjustments Strategy Matrix - Appendix A and negotiate these with your trainer/assessor).
☐Make sure that you have access to a computer and the internet (if you prefer to type the answers).
☐Make sure that you have all the required resources needed to complete this assessment task.
☐The due date of this assessment task is in accordance with your timetable.
☐In exceptional (compelling and compassionate) circumstances, an extension to submit the trainer/assessor can grant an assessment. Evidence of the compelling and compassionate circumstances must be provided together with your request for an extension to submit your assessment work.
☐The request for an extension to submit your assessment work must be made before the due date.
Section 2: Reasonable adjustments
I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as provided in Appendix A and attached relevant evidenceas required and select the correct checkbox.
☐I do require reasonable adjustment
☐ I do not require reasonable adjustment
Declaration (Student to complete)
☐I confirm that the purpose and procedure of this assessment task has been clearly explained to me.
☐I confirm that I have been consulted about any special needs I might have in relation to the assessment process.
☐ I confirm that the criteria used for this assessment has been discussed with me, as have the consequences and possible outcomes of this assessment.
☐I confirm I have accessed and understand the assessment information as provided in the Training Organisation’s Student Handbook.
☐I confirm I have been given fair notice of the date, time, venue and/or other arrangements for this assessment.
☐I confirm that I am ready for assessment.
Student Name: ______________________________________
Student Signature: ___________________________________
Assessment method-based instructions and guidelines: Knowledge Test
Assessment type
· Written Questions
Instructions provided to the student:
Assessment task description:
· This is the first (1) assessment task you must successfully complete to be deemed competent in this unit of competency.
· The Knowledge Test is comprised of eighteen (18) written questions
· You must respond to all questions and submit them to your Trainer/Assessor.
· You must answer all questions to the required level, e.g. provide an answer within the required word limit, to be deemed satisfactory in this task
· You will receive your feedback within two (2) weeks, and you will be notified byyour Trainer/Assessor when your results are available.
Applicable conditions:
· All knowledge tests are untimed and are conducted as open book assessment (this means you can refer to your textbook during the test).
· You must read and respond to all questions.
· You may handwrite/use a computer to answer the questions.
· You must complete the task independently.
· No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
· As you complete this assessment task,you are predominately demonstrating your written skills and knowledge to your trainer/assessor.
Resubmissions and reattempts:
· Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission attempt will be allowed.
· The student may speak to their trainer/assessor if they have any difficulty in completing this task and require reasonable adjustments.
· For more information, please refer to the Training Organisation’s Student Handbook.
Location:
· This assessment task may be completed in:
☐a classroom
☐learning management system (i.e. Moodle),
☐workplace,
☐oran independent learning environment.
· Your trainer/assessor will provide you with further information regarding the location for completing this assessment task.
Instructions for answering the written questions:
· Complete a written assessment consisting of a series of questions.
· You will be required to answer all the questions correctly.
· Do not start answering questions without understanding what is required. Read the questions carefully and critically analyse them for a few seconds; this will help you to identify what information is needed in the answer.
· Your answers must demonstrate an understanding and application of the relevant concepts and critical thinking.
· Be concise, to the point and write answers within the word-limit given to each question. Do not provide irrelevant information. Remember, quantity is not quality.
· You must write your responses in your own words.
· Use non-discriminatory language. The language used should not devalue, demean, or exclude individuals or groups based on attributes such as gender, disability, culture, race, religion, sexual preference or age. Gender-inclusive language should be used.
· When you quote, paraphrase, summarise or copy information from other sources to write your answers or research yourwork, always acknowledge the source.
Purpose of the assessment
This assessment task is designed to evaluate student’s knowledge essential to develop a marketing plan in a range of contexts and industry settings & Knowledge regarding the following:
· Knowledge to assess marketing opportunity options and develop marketing strategies that address the organisational objectives and capabilities of resources.
· Knowledge to develop strategies, which increase resources and develop feasible strategies to ensure strategies align with organisation’s strategic direction.
· Knowledge to develop a marketing performance review strategy.
· Knowledge to plan marketing tactics to implement each marketing strategies and coordinate and monitoring methods for schedule activities.
· Knowledge to ensure that tactics are achievable and meet the legal and ethical requirement.
· Knowledge to prepare and present a marketing plan that meets organisational requirements.
· Knowledge to demonstrate the plan in the required format and timeframe.
· Knowledge to adjust the marketing plan in response to feedback from key stakeholders.
· Written knowledge to organise and deliver information to effectively communicate risk management processes to a range of stakeholders/interested people.
· Numeracy/numbers- mathematical Knowledge to interpret/understand mathematical data when reviewing and analysing scenario/setting-situation business information.
· Knowledge to work independently/freely as well as collaboratively/together to make decisions about developing a marketing plan.
· Knowledge to interact/cooperate with others using appropriate conventions/systems when communicating to, and consulting/discussing with stakeholders/interested parties.
· Knowledge to sequence/in order and schedule/plan activities and manage communication.
· Knowledge to analyse relevant/appropriate information to identify scope/range of work, goals and objectives and to evaluate/review options/other choices.
· Knowledge to use familiar/known digital technology to access/get to information, document findings/results and communicate them to stakeholders.
Task instructions
· This is an individual assessment.
· To ensure your responses are satisfactory, consult a range of learning resources and other information such as handouts, textbooks, learner resources etc.
· To be assessed as Satisfactory in this assessment task, all questions must be answeredcorrectly.
Assessment Task 1: Knowledge Test
Provide your response to each question in the box below.
Q1:
Identify and explain five (5) ways you evaluate marketing opportunities to address organisational objectives? Answer in 350-400 words.
Satisfactory response
Yes
No
The organizational objectives are the primary goal set up by the company in order to achieve their specified goals. They are specific, measurable, defined and relevant. The marketing opportunities are scheduled in a way so that it could easily fulfil the organizational objectives. Five ways that evaluate marketing opportunities to address organizational objectives includes-
Research Your Customer and Competition
Market research should be used in order to analyse the customers and the competitors on multiple levels. It will help in analysing the actual demand of the product and services and will help in gaining the insight regarding whether the expansion into a new market would be a profitable venture for the company or not.
Explore Adjacent Opportunities
Pursuing the business by channelizing the adjacent opportunity is a beneficial strategy considering the future prospect of the company. For the sustained profitable growth, the companies need to know how to adopt a disciplined approach to expand their core boundaries is required.
Get a Comprehensive View of the Market
Accessing the customers and the competitors is not enough for gaining the clear insight of the market, which is equally important. Broader understanding of the market is necessary in order to understand the potential of the success in the market. Getting a high-level view of the market is necessary in order to know about the potential opportunity.
Understanding the Business Environment Factors
To evaluate the marketing opportunity, exploring the overall business environment is necessary, which can possess a profound impact on company performance. The business environment factors include technological developments, government regulations, economic indicators, trade policies and social and cultural norms.
Find the Market Research
The market research reports could be created which possibly takes into consideration the information including market share, market forecasts, market size, consumer demographics and much more. It would make the process easier for the companies.
Q2:
What are five (5) steps required to develop marketing strategies that will meet the strengths and opportunities of the organisation’s expected capabilities and resources? Write your answer in 100-150 words.
Satisfactory response
Yes
No
Step 1: Research
Market research is the first and the foremost step to determine the trends and the process being followed, which would help the company in the formation of its strategy.
Step 2: Determining Aims and Objectives
Determining the aims and objectives of the company is a must requirement in order to plan the expected capabilities and resources.
Step 3: Determining Marketing Budget
Determining the marketing budget is must in order to carry on all sorts of marketing strategies or plan for the organization.
Step 4: Aligning the Marketing strategy with the Strength and Weakness of the Company
The marketing strategy need to be aligned with the strength and weakness of the company and is expected capability and the resources so that it can be efficiently used.
Step 5: Tracking the Progress of the Strategy
Tracking the progress of the marketing strategy is required in order to keep a check whether the strategy is effective or not.
Q3:
Describe five (5) steps to you can use to develop feasible marketing strategies. Write your answer in 250-300 words.
Satisfactory response
Yes
No
Five Steps to Create Feasible Marketing Strategies-
Step 1: Identifying the Overall Goals and Opportunities
Before developing a marketing strategy, it is very important that the overall goals and opportunities regarding the organization should be analysed. The vision and mission of the organization need to be clearly evaluated, the knowledge about the market opportunities and the core competencies must be adhered as context. In addition, consider the end-to-end customer journey as important.
Step 2: Drafting the Strategy
In this step the marketing strategy need to be framed considering the target audience, goals and objectives that need to be accomplished through the marketing, channels that would be used to reach to the target audience, metrics that would be required to measure the effectiveness of strategy, budget and timing that would be spent in the execution process.
Step 3: Breakdown Strategies into Tactics
After formulation the strategies, they need to be broke down in tactics so that at a point a person could be assigned for each strategy, who would be formulating an effective team for the execution.
Step 4: Make the Process Repeatable
Analysing the programs and the campaigns that need to be carried on regular basis. Creating the perfect template so that it could be run on frequent basis no matter who is handling the work.
Step 5: Tracking the Work
Tracking the work and the results is much needed in order to have clear information regarding where the work stands. Tracking the work progress and the efficiency of the strategy would provide a clear picture regarding whether the plan is successful or not.
Q4:
Answer the following questions:
a. Define the alignment of strategies? Write your answer in 50-100 words
b. Explain the following types of strategic alignment that an organisation can use to support its direction. Write your answer in 50-100 words for each.
Vertical Alignment
Horizontal Alignment
Operational Alignment
Satisfactory response
Yes
No
A. Alignment of Strategies
Alignment of strategies is a process that ensures that the structure of the organization as well as its use of resources support, its strategy. Strategic alignment also helps in improving the performance of the organization by optimizing the operations process and the activities of several teams and departments within the organization.
B
Vertical Alignment- Vertical alignment describes a prime condition in which each employee of an organization can articulate the strategy of an enterprise and can describe how their daily work activities support that strategy.
Horizontal Alignment- Horizontal alignment of strategies within an organization ensures that all the strategies implemented for the organization work in collaboration and are not in competition.
Operational Alignment- The operational alignment of the strategies ensures that work will actually be done. It provides a clear overview to the planning team regarding when, how, by whom and with what resources the work could be accomplished.
Q5:
Answer the following questions:
a. Why should you develop a marketing performance review strategy? Write your answer in 250-300 words
b. Identify and explain the 6 (six) key marketing metrics you can use to evaluate the organisational performance against marketing objectives? Explain this in 300-350 words
Satisfactory response
Yes
No
A. Developing a marketing Performance Review Strategy is Necessary as-
· Marketing performance review strategy provides boost in the process of reaching towards the goal. By reviewing the marketing strategy exact numbers against the target can be measured, which would help in providing a clear view of the position.
· Marketing performance review strategy provides exact information about what worked and what did not work efficiently in the marketing plan. Therefore, that it could be changed and modified accordingly.
· It forced to be more data influenced so that the past year data as well as the existing year data could be analysed efficiently.
· It also helps in revising a company’s overarching marketing strategy, regarding the better use of resources, people and the plans.
· It helps the organization in being an expert in the marketing so that they could avoid any kind of mistakes in their plan implementation and execution.
B. The Six Required Key Metrics Include-
Return on Marketing Investment
Return on the marketing investment is one of the key measures in evaluating the organizational performance. Return on marketing investment helps in analysing the effectiveness of the marketing and the revenue generated by the company through marketing.
Lifetime Value of a Customer
The lifetime value of a customer evaluates the term for which the customers would be associated with the company. It is also a major factor in evaluating the organizational performance.
Customer Acquisition Cost
Customer acquisition cost defines the expenditure of the company in holding the customer or persuading them to avail the products or services of the company.
Customer Retention
Customer retention rate is one of the important factors for analysing the performance of the organization in a long-term scenario. It helps in analysing the preference of the brand among the customers.
Brand Awareness
Brand awareness among the customers regrading any particular brand channelizes its survival and performance in the market. Through evaluating the brand awareness, among the customers regarding any specific brand the performance of the organization can be analysed.
Marketing Spend per Customers
Marketing spend per customer presents the extra cost beared by the company on its marketing. The positive return on it portrays the success for the company and the negative return proclaims the failure. The organizational performance of the company is also analysed through how much return it exaggerates in compared to the investment done.
Q6:
Answer the following questions:
a. What is strategic marketing? Write your answer in 100-150 words.
b. What is tactical marketing? Write your answer in 100-150 words.
c. Provide an example of how you would implement a marketing strategy using marketing tactics. Write your answer in 250-300 words.
Satisfactory response
Yes
No
a. Strategic Marketing
Strategic marketing is one of the most prominent marketing method use by the organizations through which they differentiates themselves from their competitors in the market by focusing and using its strength to provide better services and value to its customers. Avoiding the competitors’ method the company focuses on strengthening their position in market by following their strength.
b. Tactical Marketing
Tactical marketing is the part of marketing plan, where it is formulated how the listed objectives should be achieved. Tactical marketing focuses on the tasks that need to be undertaken in order to achieve the business objectives, which would enhance the organizational performance.
C. Marketing tactics are the desired set of actions that are undertaken in order to achieve that goal. For instance, one of the organizations considered their marketing strategy, which accounts to succeed in gaining more customers would be their first priority. To accomplish the strategy the marketing team adopted the E-mail marketing tactics, which implies persuading customers through sending e-mails. The organization planned to send 10,000 emails each week offering special discounts to the selected range of people and engage directly with early customers to become loyal promoters. This implies that to carry their marketing strategy the e-mail marketing tactics implied by the organizations would help them in gaining more customers
Q7:
Identify and explain five (5) methods for coordinating and monitoring scheduled activities in a marketing plan. Explain in 250-300 words.
Satisfactory response
Yes
No
Methods for Coordinating and Monitoring Scheduled Activities in a Marketing Plan-
Check for Changes in Sales (Monitoring)
The changes in the number of the sales should be effectively checked in order to specify the efficiency of the scheduled activities.
Use a Questionnaire (Coordinating)
A questionnaire should be formulated asking the employees some of the most relevant questions regarding whether the activities scheduled in the marketing plan are achieved as per the list.
Monitor the Progress
The scheduled activities in the marketing plan can be accessed by monitoring the progress of the plan.
Evaluating the ROI (Monitoring/Coordination).
The return on investment achieved by the company also provides a wide overview regarding the efficiency of scheduled activities.
Comparing the Data Fluctuations (Monitoring)
Comparing the data fluctuations from the previous time to the current time also helps in monitoring the scheduled activities are carried on in the marketing plan or not.
Q8:
How do you ensure marketing tactics meet legal and ethical requirements? Identify and explain five (5) ways you can manage this. Write your answer in 350-400 words.
Satisfactory response
Yes
No
A marketing strategy ensures how a business could meet the necessities of individual by offering items and administrations, moral promoting of a product that guarantees the products offered by the company is genuine for the customers. Some of the ways to manage the ethical and legal requirements includes-
Safety
An ethical marketing tactics does not encourage or advertise the products, which are unsafe for the customers. In any of the cases, where the organization offer a product range that could be hazardous for the customers in any certain situation, ethical marketing strategy tends to highlight the dangers and provide the specific guidance regarding the use of the products.
Market Manipulation
The ethical marketing tactics do not take into account the market manipulation. The ethical marketing tactics take into account analysing the needs of the target market and then fulfilling the needs through surplus production rather than creating the artificial shortage in the market to influence demand.
Pricing
The marketing tactics follow the principal of allocating the price to a commodity seeking the customer’s willingness to pay and the company expenditure in its manufacturing process. Ethical and legal marketing tactics followed by the company did not allow them to set high prices for the products.
Deception
Ethical marketing tactics adopted by the companies tend to provide the honest and clear information related to the products to the customers rather than providing them deceptive information’s about the product.
Privacy
Most of the companies use the collected data of the specified customer group in designing their products as well as the pricing but a legal and marketing tactics implies to take the consent of the customer before using any kind of private information.
Q9:
Answer the following questions:
a. Why is stakeholder’s feedback important regarding a marketing plan? Write your answer in 50-100 words
b. How can you obtain feedback from key stakeholders? Write your answer in 50-100 words
c. How can you use this feedback to adjust and communicate the marketing plan? Write your answer in 150-200 words
Satisfactory response
Yes
No
A. Stakeholders feedback is important regarding a marketing plan, as they are the one who are initially involved with the offered product or service of the company. They either can affect or get affected by the marketing plan of a particular business. Getting their feedback would help in formulating a much more reliable and effective market plan for the company.
B. The most proficient way to obtain feedback from the stakeholders is by having a conversation with them regarding the specified marketing plan or topic. Asking them open-ended questions will help in getting expanded answers from them both in positive as well as the negative sense.
C. The feedback gathered by the stakeholders regarding the marketing plan or any specified plan can help in modifying or altering the plan if there is needed or clearly implementing the plan if everything is sound. The feedback from the stakeholders would portray both the negative as well as the positive issues concerning what is perfect and what need to be changed in the marketing plan. The marketing plan approved by the stakeholders would give a confidence regrading the effectiveness of the plan and it would reduce the risk factors involved.
Q10:
Identify and explain the thirteen (13) legal obligations that should be considered when preparing a marketing plan? Write your answer in 400-450 words.
Satisfactory response
Yes
No
Spam
The organizations need to ensure that they comply with Spam Act 2003 before sending out any material marketing via email, as it is illegal to send any kind of unsolicited commercial electronic messages without consent.
Privacy
In order to comply with the Privacy Act, 1988 the companies must ensure that they are taking proper care during collecting, using, securing as well as disclosing the private information of the customers.
Direct Marketing
In order to comply with the privacy legislations and spam regulations the company must ensure they are linked with it. As most of the activities of direct marketing are regulated by federal or state laws.
Bill Posting
Bill posting is an activity, where a brochure or other promotional material is attached to a piece of public property. However, some of the states have designated the billposters’ locations while some requires a permit. The companies need to find out whether they need to be allowed as per the ABLIS website.
Do not Call Register
Any of the companies that want to conduct telemarketing or fax marketing need to ensure whether they comply with Do not Call Register Act of 2006 or not. The do not call register have the list of protected phone and fax numbers that should not be approached by these companies; they could face severe penalties if they do so.
Brochures
In order to handle brochures, flyers or any kinds of promotional materials on the public property the companies need to take permission from the state or territory government.
Spruiking
If the companies marketing plan includes spruiking to engage the walk in traffic they need to seek the permit for that otherwise they might have to face legal obligations.
Contracts
The organizations should ensure that if they are signing any kind of contract regarding their marketing plan it must comply with the contract law.
Violation of Laws
The company-marketing plan should not consist of any of the activities, which could violate the laws on both the state as well as the national level.
Anti-bullying Law
The marketing plan of an organization should be in compliance with the anti-bullying law which states they could not bully anyone through their marketing activities.
Environment Protection
The organizations need to ensure that their marketing plan did not include any of the activities that could harm the environment.
Marketing Compliance
The company need to comply with several regulations that imply the marketing plan of an organization should not be created to mislead the customers.
Copyright
The marketing plan of the organization should not disregard the copyright materials of any other organizations.
Q11:
How do you ensure that the marketing plan addresses all the required marketing approaches? Explain in 150-200 words.
Satisfactory response
Yes
No
Whether the marketing plan is addressing all the required marketing approach or not can be ensured through effectively evaluation of the formulated marketing plan before its implementation. The marketing approach implies the methods that are opted in order to make the potential reach to the customers and the marketing plan is scheduled by clearly accumulating all the methods that are selected. The marketing approach ensures the efficiency of the marketing plan. It is very necessary to evaluate that the marketing plan complies with the marketing approaches. The outline of the marketing plan should be critically analysed in order to get a clear overview of the situation.
Q12:
How can you ensure the marketing plan supports the choice of strategies and tactics? Write your answer in 200-250 words.
Satisfactory response
Yes
No
The marketing plan supports the choice of strategies and tactics can be ensured by-
· Analysing the completely marketing plan after its formation will provide an ideas regarding what is indulged in the plan.
· Outlining the marketing strategies indulged in the plan will provide clear information regarding the options accumulated in the marketing plan.
· Outlining the tactics indulged in the plan will provide information regarding whether the scheduled tactics are indulged in the marketing plan or not.
· The process carried on to implement the marketing plan can also be analysed in order to acknowledge its efficiency.
· The evaluation of the results also provides the information’s regarding whether the marketing plan was in sequence with the strategies and tactics or not.
Q13:
Answer the following questions:
a. What are organisational capabilities? Write your answer in 50-100 words
b. How do organisational capabilities relate to strategic planning? Write your answer in 100-150.
c. How do you develop strategies to increase organisational expertise and resources? Write your answer in 200-250 words.
Satisfactory response
Yes
No
A. Organizational capabilities represent the several set of unique combinations including the skills, processes, technologies and human abilities that are the key tangible assets of an organization. It represents the ways that an organization effectively uses its people and resources to get work done.
B. Organizational capabilities plays a crucial role in strategic planning, as it helps in providing the specific set of structure for the use of man, machine and resources by aligning, which the strategic planning of an organization is formulated through and with which an organization moves towards its goals.
C. Strategies to Increase Organizational Expertise and Resources Include-
· Enact an effective recruitment process, which aims at hiring good employees for the organization.
· Provide efficient training to the employees regarding the specific set of skills required for the accomplishment of work.
· Regulate the effective use of the work force and the resources within the organization.
· Must have suitable monetary incentives for the retention of the skilled employees
Q14:
What is meant by organisational structure, products and services in term of marketing? Explain the process in 100-150 words.
Satisfactory response
Yes
No
An organizational structure is a system that presents how different activities are carried on in order to achieve the certain goals outlined by the organization. The system includes all the activities whether it is the rules, roles and responsibilities. The organizational structure in terms of marketing represents how the marketing plan is initiated following all the structures within the organization. Product is considered as a tangible item that is presented in the market for the customers while the services are the intangible items which are structured for the use of customers and by which the company earns its revenue. The products and services are the basic items, which are marketed by the company to earn revenue.
Q15:
Provide an outline/explanation of the common marketing opportunity options listed in the table below. Write your answer in 50-100 words for each opportunity.
Satisfactory response
Yes
No
Common Marketing Opportunity
Outline/Explanation
Strategic alliances and cooperative business models
A strategic alliance is an arrangement between two companies in which they agrees to undertake a mutually beneficial project while retaining their independence. Cooperative business model combines the best of small business ownership and corporations, including their local wealth creation and reflecting their community interest.
New products or services to target specific markets
The new product or services to target specific market are the market opportunity created by the companies, where they develop new products and services for targeting some specific group of customers in a new business environment in order to get successful.
Greater penetration with existing products or services
Through the greater penetration, marketing opportunity with the existing products and services the companies tends to increase the sales of their existing product range by exploring and introducing their products in new market to attract huge number of customers. The company uses greater penetration opportunity, as it is a cheaper marketing strategy, which focuses on the existing products.
Take-overs
Takeover is considered, when a company acquires or takes control over the other company. Takeovers can also be done by purchasing majority of the stakes in any of the target firm. Takeover is also done through merger and acquisitions process.
New business and franchising
New business refers to when any of the organizations starts their new venture or any new initiative started. Franchising, on the other hand, is the strategy adopted by the companies for the expansion of their business. It helps in reducing the risk for the company during entering the new market.
Other options relevant to the organisation
The organizations have several options considering their motive and the plans. The companies have several plans of joint venture as well as partnership to introduce ample of opportunities for the growth of their business.
Q16:
What is the difference between a marketing strategy and a marketing approach? Write your answer in 150-200 words.
Satisfactory response
Yes
No
Marketing strategy refers to the overall plan of the business for reaching their prospective consumers and converting them into their ideal customers of their relevant products and services. Marketing strategy of a company includes the company value proposition, brand message and several other elements. Whereas marketing approach is the basic method or option used by the companies to reach out to their potential customers. The difference proclaims that marketing strategy is an overall plan while marketing approach is the method used to get to the potential customers.
Q17:
Answer the following questions:
a.What is ethical marketing? Write your answer in 50-100 words.
b.Identify the eight (8) principles of ethical marketing. Write your answer in 50-100 words
c.How do you develop and implement an ethical marketing plan? Write your answer in 150-200 words
Satisfactory response
Yes
No
A. Ethical Marketing
Ethical marketing refers to the process by which the companies market their goods and products in the market by being considerate regarding how their product would be profitable and beneficial for the customers. Moreover, taking into consideration how they would be beneficial for the society, environment as well as social causes. The companies adopt ethical marketing in order to initiate change. Comment by Windows User: grammar issue
b. Eight Principles of Ethical Marketing Includes-
· Honesty
· Integrity
· Loyalty
· Promise keeping
· Respect consumer privacy
· Transparency
· Show empathy
· Commit to sustainability
Developing and Implementing Ethical Marketing Plan-
To develop and implement ethical marketing plan there are certain steps that need to be followed-
· The first step includes identifying the demands and requirements of the customers. Comment by Windows User: nope
· The ethical marketing plan should focus on why the expectations and the demands of the customers are not fulfilled.
· Creating a plan, which takes into consideration the demands of the customers and implementing the plan
· The plan includes being vocal about the strategies so that the customer would be aware about it.
· Getting feedback from the customers and modifying the plan according to the feedback.
· Keep the track of the marketing plan in order to ensure its success.
Q18:
What is the best method to present a marketing plan for approval from senior management in any organisation? Explain the process in 50-100 words.
Satisfactory response
Yes
No
To get the approval from senior management for any marketing plan the approach towards the situation would be considering the position of service. The marketing plan should clearly present the budget, target as well as the ROI. The focus should be on making the senior management understand how the plan can benefit both the organization as well as its goals. Comment by Windows User: no
Assessment Results Sheet
Outcome
First attempt:
Outcome (make sure to tick the correct checkbox):
Satisfactory (S) ☐ or Not Satisfactory (NS) ☐
Date: _______(day)/ _______(month)/ _______(year)
Feedback:
Second attempt:
Outcome (please make sure to tick the correct checkbox):
Satisfactory (S) ☐ or Not Satisfactory (NS) ☐
Date: _______(day)/ _______(month)/ _______(year)
Feedback:
Student Declaration
· I declare that the answers I have provided are my own work. Where I have accessed information from other sources, I have provided references and/or links to my sources.
· I have kept a copy of all relevant notes and reference material that I used as part of my submission.
· I have provided references for all sources where the information is not my own. I understand the consequences of falsifying documentation and plagiarism. I understand how the assessment is structured. Iaccept that the work I submit may be subject to verification to establish that it is my own.
· I understand that if I disagree with the assessment outcome, I can appeal the assessment process, and either re-submit additional evidence undertake gap training and or have my submission re-assessed.
· All appeal options have been explained to me.
Student Signature
Date
Trainer/Assessor Name
Trainer/Assessor Declaration
I hold:
☐ Vocational competencies at least to the level being delivered
☐ Current relevant industry skills
☐ Current knowledge and skills in VET, and undertake
☐Ongoing professional development in VET
I declare that I have conducted an assessment of this student’s submission. The assessment tasks were deemed current, sufficient, valid and reliable. I declare that I have conducted a fair, valid, reliable, and flexible assessment. I have provided feedback to the student.
Trainer/Assessor Signature
Date
Office Use Only
The outcome of this assessment has been entered into the Student Management System
on _________________ (insert date)
by (insert Name) __________________________________
Pre-Assessment Checklist: Task 2 - Project
The purpose of this checklist
The pre-assessment checklist helps students determine if they are ready for assessment. The trainer/assessor must review the checklist with the student before the student attempts the assessment task. If any items of the checklist are incomplete or not clear to the student, the trainer/assessor must provide relevant information to the student to ensure they understand the requirements of the assessment task. The student must ensure they are ready for the assessment task before undertaking it.
Section 1: Information for Students
☐ Make sure you have completed the necessary prior learning before attempting this assessment. ☐ Make sure your trainer/assessor clearly explained the assessment process and tasks to be completed. ☐ Make sure you understand what evidence is required to be collected and how. ☐ Make sure you know your rights and the Complaints and Appeal process. ☐ Make sure you discuss any special needs or reasonable adjustments to be considered during the assessment (refer to the Reasonable Adjustments Strategy Matrix and negotiate these with your trainer/assessor). ☐ Make sure that you have access to a computer and the internet (if you prefer to type the answers). ☐ Make sure that you have all the required resources needed to complete this assessment task. ☐ The due date of this assessment task is in accordance with your timetable. ☐ In exceptional (compelling and compassionate) circumstances, an extension to submit the trainer/assessor can grant an assessment. Evidence of the compelling and compassionate circumstances must be provided together with your request for an extension to submit your assessment work. ☐ The request for an extension to submit your assessment work must be made before the due date.
Section 2: Reasonable adjustments
I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as provided in Appendix A and attached relevant evidence as required and select the correct checkbox. ☐ I do require reasonable adjustment ☐ I do not require reasonable adjustment
Declaration (Student to complete) ☐I confirm that the purpose and procedures of this assessment task has been clearly explained to me. ☐I confirm that I have been consulted about any special needs I might have in relation to the assessment process. ☐ I confirm that the criteria used for this assessment has been discussed with me, as have the consequences and possible outcomes of this assessment. ☐I confirm I have accessed and understand the assessment information as provided in the Training Organisation’s Student Handbook. ☐I confirm I have been given fair notice of the date, time, venue and/or other arrangements for this assessment. ☐ I confirm that I am ready for assessment. Student Name: ______________________________________ Student Signature: ___________________________________
Assessment method-based instructions and guidelines: Project
Assessment type
· Project - Prepare a report on a marketing plan.
Instructions provided to the student:
Assessment task description:
· This is the second (2) assessment task you must successfully complete to be deemed competent in this unit of competency.
· This assessment task requires you to complete a project.
· You are required to prepare a report on the marketing plan in this assessment task.
· You will receive your feedback within two weeks, and you will be notified by your trainer/assessor when results are available.
· You must attempt all activities of the project for your trainer/assessor to assess your competency in this assessment task.
Applicable conditions:
· This project is untimed and is conducted as an open book assessment (this means you are able to refer to your textbook).
· You must read and respond to all the criteria of the project.
· You may handwrite/use computers to answer the criteria of the project.
· You must complete the task independently.
· No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
· As you complete this assessment task, you are predominately demonstrating your practical skills, techniques and knowledge to your trainer/assessor.
· The trainer/assessor may ask you relevant questions on this assessment task to...