Market ideas
Student Assessment Qualification: BSB40820 Certificate IV in marketing and communication SBTA term reference: MCC4-20_4.1_Market Ideas Units of competency: BSBMKG433 Undertake marketing activities BSBCRT412 Articulate, present and debate ideas Student’s ID: Please insert student ID this column and on all pages Assessor’s name: Please ensure your name or assessor name is inserted Assessment Task 1: Knowledge Questions Assessment task instructions: This is the first assessment task which consists of 11 knowledge questions. You must complete all the knowledge questions at the required level to get a “Satisfactory” outcome. Purpose of the assessment task: The purpose of the assessment task is to assess your knowledge in the following: · Concept of marketing, including concepts relating to production, products and selling · societal marketing · sources of marketing information · basic foundations of marketing practices · organisational marketing policies and procedures · specific product knowledge related to products and services being marketed. · ways in which individuals receive and respond to ideas and information, and factors that influence response · advantages and disadvantages of various methods of communication · organisational or legislative frameworks applicable to subject or format of communication · common techniques to tailor comments to audiences · key features of persuasive communication techniques, including storytelling · methods of researching ideas including desktop research, consultation with relevant, experts. Assessment conditions and resources: Assessment will be conducted in a safe simulated environment where you will have access to: · workplace resources relevant to performance evidence · examples of products or services to be marketed, plans and policies and procedures based on marketing activities and presentations, discussions and debates. · access to opportunities to present, discuss and debate ideas with others. Questions: 1.1. Research Marketing concepts and address the following two points. a. Explain the following concepts of marketing: (Guide: 100+ words) · Production · Product · Selling concept · Societal marketing b. Explain the marketing concept with an example. 1.2. Research what marketing sources and address the following points. (Guide: 100+ words) a. What are the primary and secondary sources of marketing information? b. Select five (5) sources of marketing information and explain each in detail. 1.3. Research and explain the four (4) basic foundations of marketing practices. (Guide: 80+ words) 1.4. Research plans and policies that would be used for marketing activities and address the two following points. (Guide: 100+ words) a. Explain the procedure in formulating marketing plans in an organisation b. Define organisational marketing policies. What main points are included while framing marketing policies 1.5. Research why understating product and service when planning marketing activities and address the following two points. (Guide: 100+ words) a. What is product knowledge? How is it important to have excellent product/service knowledge? b. Discuss various types of specific product knowledge related to products and services to be marketed. 1.6. Explain three (3) ways in which individuals receive and respond to ideas and information, and factors that influence response. (Guide: 50+ words) 1.7. Research and explain any two (2) advantages and disadvantages of each of the following various methods of communication. (Guide: 150+ words) a. Written b. Verbal c. Non-Verbal 1.8. What are the different organisational or legislative frameworks applicable to subject or format of communication? (Guide: 50+ words) 1.9. Research what it is to master ‘persuasive communication’ and address the following two points. (Guide: 150+ words) a. What are the four (4) major factors that determine the effectiveness of a persuasive message b. Explain the key features of the following persuasive communication techniques. · Storytelling · Reframing the audience mindset · Empowering audience c. What are the general considerations in storytelling? 1.10. Explain the following methods of researching ideas. (Guide: 80+ words) a. Desktop research b. Consultation with relevant experts 1.11. Explain three (3) common techniques you can use to tailor comments to audiences. (Guide: 100+ words) Assessment task 2: Undertake Marketing Activities project Assessment task instructions: This is the first assessment task which consists of 3 project activities which includes case study, scenario and practical activities. You must complete all activities to obtain a “Satisfactory” outcome. Purpose of the assessment task: The purpose of the assessment task is to assess your skills in supporting marketing activities for a product or service, including: · researching marketing practices of the organisation · planning and implementing a marketing activity · recording activities and processes used in marketing activity. Assessment conditions and resources: Assessment will be conducted in a safe simulated environment and will have access to: · workplace resources relevant to performance evidence · examples of products or services to be marketed, marketing plans and policies and procedures based on marketing activities. Read the case study “Online Media Solutions Pty. Ltd.” and complete all activities are directed bellow. Case Study: “Online Media Solutions Pty. Ltd.” Online Media Solutions PL. (OMS) is a marketing and web development business based in Australia. The business started in operations in 2015 and has seen exponential growth since its establishment. The business operates in the web service industry to offer superior and unique services to small businesses and institutions (B2B business model). The experience and expertise in web sales and e-commerce give the company backing to provide solutions that are currently lacking in the market. There is an all-time high demand for web development and marketing for small businesses, with signs of rising further. Interestingly, few web developers have taken advantage of this opportunity, leaving the industry with no dominant participants. The projects’ high costs and the focus on more prominent companies and institutions could contribute to why this market remains untapped. Online Media Solutions aims to have a system that will reduce the project costs dramatically, allowing the company to offer quality services at reduced costs. Company Values Respect · We take pride in our work. · We value the contribution of others. · We relate to clients in a fair, decent and professional manner. Integrity · We do what we say we’ll do and respond appropriately when the unexpected occurs. · We take responsibility and accountability for our decisions and actions. · We engage genuinely with the community, managing resources entrusted to us honestly and responsibly. Collaboration · We work openly and share information to reach shared goals. · We take on board other views when solving problems and welcome feedback on how we can do things better. Innovation · We look for ways to improve our services and skills continuously. · We are open to change and new ideas from all sources. Organisational structure and expertise The foundation team has 30 team members. The business has three (3) departments. · IT department · Marketing department · Sales department The finance and human resource work are outsourced. All three departments are managed by Managers who are experienced and experts in commercial web development and business-to-business sales. All team members have years of experience working for OMS. All departmental managers’ report to the Operations Manager. Business model OMS is a full-service web solutions provider for businesses. The company offers services through the mode of its B2B engagements. Website: https://onlinemediasolutions.com.au/ B2B services: OMS service portfolio includes Web Design, Graphics design, Website development, Domain and web hosting, 2d & 3d animation, Blog development, Search engine optimisation and E-commerce. Scenario 1: You are the Marketing Manager in Online Media Solutions and obtained your position recently. Your team have the following members: · Digital marketing copywriter · Digital Marketing Executive · Team leader (Online Marketing) Your job role requires you to prepare, coordinate and review marketing activities and services for Online Media Solutions and manage your team. When you accepted your position, you were provided your job description and an overview of your team member responsibilities. The Operations Manager asked you to review and understand the company services prior to starting performing any marketing practices so you are able to perform your tasks and duties according to the OMS policies and procedures. Your responsivities include: · Plan and carry out / undertake and coordinate marketing activities. · Keep track of the activities and processes involved in marketing, and · Review marketing activities’ · Oversee your team You set to review the services and products immediately so you can start working on preparing, coordinating and reviewing basic marketing activities. Activities: 2.1. Locate and review the marketing plan and relevant policies and procedures and determine task requirements for the implementation of marketing activities and analyse the information given in the organisation’s marketing plan and relevant policies and procedures. (Guide: 150+ words) You are to complete the following points: a. Determine the following task requirements from the established marketing plan, policies and procedures and complete Template 1. · Need for marketing activities · Profile of the market segment · Positioning and market mix for each target segment · Outcomes expected from marketing activities Template 1: Task requirements TASK REQUIREMENTS Need for marketing activities Profile of the market segment Positioning and market mix for each target segment Outcomes expected from marketing activities. b. Once finished with the above evaluate marketing activities in light of industry trends and competitive activity and complete template 2. In this task you are required to: · Research marketing practices/activities of the organisation. · Evaluate them against the industry trends and competitive activity. · Determine the effectiveness of existing marketing activities based on the analysis of marketing practices against the industry trends and competitive activity. · Further, document the following using Template 2. (Guide: 150+ words) · Marketing practices/activities of the organisation. · Evaluation of marketing practices against the industry trends and competitive activity. · Determine the effectiveness of existing marketing activities based on the analysis of marketing practices against the industry trends and competitive activity Template 2: Evaluation of marketing activities EVALUATION OF MARKETING ACTIVITIES Marketing practices/activities of the organisation. Evaluation of marketing practices against the industry trends and competitive activity Determine the effectiveness of existing marketing activities based on the analysis of marketing practices against the industry trends and competitive activity c. Review all information you collated so far and develop and document action plans for marketing activities identified according to the task requirements using Template 3. (Guide: 100+ words each) · Analyse and select two (2) marketing activities that meet the following task requirements based on the information given in the case study: · Objectives · Budget · Timelines · Prepare an action plan for the implementation of each marketing activity. Include the following information: