Student Assessment Tasks
BSBMKG609 Develop a marketing plan
Wall Street College Pty Ltd
ABN No: 42 606 344 905
RTO No: 41294 CRICOS Provider No.: 03601F
Melbourne: Level 4, 20 Queen St, Melbourne, VIC 3000
Phone: +61 3 9629 4770 Email: [email protected]
Hobart: Level 2, 27 Elizabeth St, Hobart, TAS 7000
Phone: +61 3 8648 8556 Email: [email protected]
BSBWRT301 Write simple documents Student Assessment Tasks
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BSBMKG609 Develop a marketing plan
Student Assessment tasks
2 of 52
© 2020 RTO Works Page 1
Contents
Assessment information 3
Assessment instructions 4
Student assessment agreement 6
Assessment Task 1 Cover Sheet 7
Assessment Task 1: Written questions 8
Assessment Task 1 Instructions as provided to students 10
Assessment Task 1 Checklist 12
Assessment Task 2: Marketing plan research project 14
Assessment Task 2 Instructions as provided to students 15
Assessment Task 2 Checklist 20
Assessment Task 3: Marketing plan development and presentation project 22
Assessment Task 3 Instructions as provided to students 24
Assessment Task 3 Checklist 26
Final results record 28
Assessment information
The assessment tasks for BSBMKG609 Develop a marketing plan are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily.
Assessment plan
Assessment Task
Overview
Written questions
You must correctly answer all questions.
Marketing plan research project
You must conduct research and then develop a Marketing Plan Briefing Report.
Marketing plan development and presentation project
You must develop a Marketing Plan and present it to the management team.
Assessment preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it and hand it to your assessor, who will countersign it and keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per your RTO’s assessment appeals process.
You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.
Assessment instructions
Each assessment task in this booklet consists of the following:
Assessment Task Cover Sheet
This must be filled out, signed and submitted with your assessment responses.
If you are submitting hardcopy, the Assessment Task Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the Assessment Task Cover Sheet, fill it out, sign it and then scan and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback on the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on reassessment opportunities as per your RTO’s reassessment policy.
Depending on the task, this may include
resubmitting incorrect answers to questions (such as written questions and case studies)
resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
redoing a role play after being provided with appropriate feedback about your performance
being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.
Assessment task information
This gives you:
a summary of the assessment task
information on the resources to be used
submission requirements
resubmission opportunities if required.
Assessment task instructions
This includes questions you will need to answer or tasks that you need to complete.
Your answers must be typed using software as indicated in the assessment task Instructions.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the information as indicated in the section called ‘Naming electronic documents’ (see below).
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner.
Each should include:
Course identification code
Assessment Task number
Document title (if appropriate)
Student name
Date it was created
For example, BSBMKG609 AT2 Marketing Plan Briefing Report Joan Smith 20/10/20.
Icons
Icons are used in task instructions to indicate three of the common stages within the task.
This icon indicates that you will need to meet with your assessor (and possibly other students) to complete a meeting or role play.
This icon indicates that you will need to communicate via email or send documents to via email.
This icon indicates that you will need to submit an item of evidence.
This icon indicates all other stages during the task, which may include research, developing documents, brainstorming ideas and so on.
Additional resources
You will be provided with the following resources before you begin each assessment task.
Assessment Task 2:
· Marketing Plan Briefing Report Template
Assessment Task 3:
· Marketing Plan Template
Checklist
This will be used by your assessor to mark your assessment. Read through this checklist as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses or observing your performance.
Student assessment agreement
Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit?
Yes
No
Do you understand the requirements of the assessments for this unit?
Yes
No
Do you agree to the way in which you are being assessed
Yes
No
Do you have any specific needs that should be considered
Yes
No
If so, explain these in the space below.
Do you understand your rights to reassessment?
Yes
No
Do you understand your right to appeal the decisions made in an assessment?
Yes
No
Student name
Student ID number
Student signature
Date
Assessor name
Assessor signature
Date
Assessment Task 1 Cover Sheet
Student declaration
To be filled out and submitted with assessment responses
I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome
S
NS
DNS
Resubmission
Y
N
Feedback
Student result response
My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Written questions
Task summary
This is an open-book test, to be completed in the classroom.
A time limit of 2 hours to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
Access to textbooks and other learning materials.
Computer with Microsoft Office and internet access.
Timing
Your assessor will advise you of the due date of this assessment.
Submit
Answers to all questions.
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Resubmission opportunities
You will be provided feedback on your performance by the assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you with written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Reassessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Written answer question guidance
The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.
Note that the following guidance is the minimum level of response required.
Analyse: when a question asks you to analyse something, you should do so in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.
Compare: when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.
Contrast: when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.
Describe: when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.
Discuss: when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.
Evaluate: when a question asks you to evaluate something, you should put forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine: when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain: when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify: when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List: when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline: when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarise: when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions as provided to students
Provide answers to all of the questions below:
Choose a company you are interested in. Summarise the organisation’s structure (i.e. staffing/departments), the products and/or services it offers and overall strategic and marketing objectives.
The company that has been chosen in this particular answer is Woolworths, which is a retail chain. The organisational structure is unitary in nature. In the unitary structure of the organisation, there is an independent chairman, along with that, there is a lead independent director. In addition to the above mentioned two posts, there is a chief executive officer, as well as a multitude of executive and non-executive directors. The board of directors ensure that the strategic initiatives and responsibilities are taken up in a proper and effective manner. There are three departments that are focused by Woolworths group. The three focused departments are known as Australian Food, New Zealand Food and Portfolio. Woolworths is considered as the largest supermarket chain in Australia and operates across 995 stores.
Woolworths provides retail services as it is a supermarket chain, therefore, it is inclusive of a variety of products as well as services. A range of products are available at Woolworths. For instance, groceries, such as vegetables, fruit, packaged food, meat and so on are available at this supermarket chain. In addition to that, other products are also available, such as magazines, health and beauty products, pet items, stationery, household products and so on. The strategic objectives of Woolworths are focused on the customers, to meet their needs and ensure customer value through their products and services. The marketing objectives of Woolworths is to expand leadership in food and drinks as well as increase customer values through promotions as well as advertisements. (250)
Outline how strategic alliances can provide options for marketing opportunities and include two examples of alliances (also known as cooperative business models) that can be formed between businesses.
Strategic alliances can become great opportunities for bringing about successful ventures in marketing. There are several organisations which have taken the option of strategic alliances in order to improve their marketing opportunities. For instance, if two well known and famous organisations bond with each other in order to give and offer a superior experience to the customers or even the consumers (including virtual consumers), then it can prove to be an extremely profitable endeavour. There are a number of organisations which have exploited this particular opportunity in order to improve the marketing of both the organisations and come into the front page of the newspapers or even magazines and newsletters. Several examples can be cited for this particular instance.
Two organisations namely Buzzfeed and Best Friends Animal Society formed a strategic alliance in an interview with Emma Watson, where they brought about cats for adoption in order to generate content. The latter organisation, namely Best Friends Animal Society is a non-profit animal organisation which had set up a genuine relationship with the former company in order to produce good content. As a result of the establishment of the relationship, and 200 million readership of Buzzfeed, there was an extremely high rate of adoption of the cats. (206)
Outline how the development of existing products or services can provide marketing opportunity options for a business, both in existing and new markets. Relate your answer to relevant diversification strategies from the Ansoff matrix.
In diversification strategies in accordance with the Ansoff matrix, there are four stages that are associated with the process of diversification. The names of the four stages are market penetration, product development, market development and diversification. In the first stage, that is, during the stage of market penetration, the companies tend to increase the sales of the existing product within the existing market. In the second stage of the matrix, that is, during the stage of product development, new products are developed as well as introduced to the existing market. During the third stage of the matrix, that is namely, market development, the companies tend to focus on entering a new market through the help of their existing products as well as services. However, in the final stage, that is during the stage of diversification, the companies try to focus on entering the market by introducing new products to the new market.
Therefore, in order to capture both the existing as well as the new markets, it is important to simultaneously manage both the markets as well as balance them in a harmonious manner so as to ensure that focus is existing on both the existing as well as the new market. In addition to that, the existing as well as the new products ought to be given equal importance in order to maintain and increase the process of growth and development of the particular organisation. (236)
Outline how a takeover can create options for marketing opportunities for a business.
Taking over can create numerous options for marketing opportunities for a business. At the very outset, taking over businesses can ensure the global expansion of business. As a result of this, services and products can be available globally when businesses are taken over by mergers and acquisitions in various international locations. Taking over companies will also help and support the diversification of the different products that are available, therefore a wide range of products will be available to the customers. The new...