BSB61015 Advanced Diploma of Leadership and Management
Assessment Resources – BSBMKG609 Develop a marketing plan| Page 1 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
| Assessment Resource Summary | ||
| Unit Details | BSBMKG609 Develop a marketing plan | |
| Assessment Type | This is a summative assessment, this assessment need adequate practice prior to undertaking this assessment. |
|
| Assessment Methods | Questions and Answers | Assessment 1 |
| Project and PPT | Assessment 2 |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 2 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Unit Summary
This unit describes the skills and knowledge required to research, develop and present a
marketing plan for an organisation.
It applies to individuals working in senior marketing positions who are responsible for
formulating a marketing plan by developing specific marketing strategies and tactics in
accordance with the organisation s overall marketing objectives.
Individuals operating at this level may receive input from people working under their
supervision who collect information required to devise specific marketing strategies and
tactics.
Prerequisite Units
There are no recommended pre-requisite units for this competency.
| ELEMENT | PERFORMANCE CRITERIA |
| Elements describe the essential outcomes. |
Performance criteria describe the performance needed to demonstrate achievement of the element. |
| 1. Devise marketing strategies |
1.1 Evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process 1.2 Develop marketing strategies that address strengths and opportunities within the organisation s projected capabilities and resources 1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives 1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection 1.5 Ensure strategies align with organisation s strategic direction 1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives |
| 2. Plan marketing tactics | 2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible 2.2 Identify coordination and monitoring mechanisms for scheduled activities 2.3 Ensure tactics are achievable within organisation s projected capabilities and budget |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 3 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
| 2.4 Ensure tactics meet legal and ethical requirements 2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary |
|
| 3. Prepare and present a marketing plan |
3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix 3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics 3.3 Present marketing plan for approval in the required format and timeframe 3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in
the performance criteria that are required for competent performance.
| Skill | Performance Criteria | Description |
| Reading | 1.1, 1.5, 1.6, 2.4, 2.5, 3.4 |
Accesses information from a range of sources and accurately analyses and evaluates complex information relating to the marketing process |
| Writing | 1.4, 1.6, 2.1, 3.3, 3.4 | Uses a range of writing styles to articulate complex concepts and ideas Revises and edits documents based on feedback Uses appropriate formats and grammatical structures to present information logically for different audiences |
| Oral Communication | 1.4, 3.3 | Uses appropriate language and non verbal features to explain and present information to a range of personnel |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 4 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
| Uses active listening and questioning to elicit feedback |
||
| Numeracy | 2.1, 3.3 | Analyses and manages complex information relating to timelines, targets and budgets |
| Navigate the world of work |
1.1, 1.5, 2.4, 3.1 | Works autonomously making high level decisions to ensure organisational objectives and regulatory requirements are met Understands own legal and ethical rights and responsibilities |
| Interact with others | 1.4, 3.3, 3.4 | Selects and uses appropriate conventions and protocols when communicating with diverse internal and external stakeholders to seek feedback or share information Demonstrates sophisticated control over oral, visual and/or written formats, drawing on a range of communication practices to achieve goals |
| Get the work done | 1.1, 1.2, 1.3, 1.4, 1.6, 2.1, 2.2, 2.3, 2.5, 3.1, 3.2, 3.4 |
Accepts responsibility for planning and sequencing complex tasks and workload to meet timelines Uses problem-solving processes to identify key information and issues, evaluate alternative strategies, anticipate consequences and consider implementation issues and contingencies |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 5 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Assessment requirements
Performance Evidence
Evidence of the ability to identify organisational objectives and:
| | devise, document and present a marketing plan including: |
| |
evaluation of marketing opportunity options marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives marketing tactics that are legal, ethical, achievable and can be reviewed costs, scheduling, responsibilities and accountabilities for tactics strategic use of marketing approaches and marketing mix rationale for objectives and chosen strategies and tactics |
| |
|
| | adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation. |
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
| | summarise organisational structure, products and services and overall strategic and marketing objectives outline common marketing opportunity options including: strategic alliances and cooperative business models new products or services to target specific markets greater market penetration with existing products or services take-overs new businesses and franchising other options relevant to the organisation outline common marketing strategies and marketing approaches explain processes to ensure marketing strategies, approaches and marketing mix align to organisation s objectives and are legal, ethical and achievable outline the legislative and regulatory context of the organisation as relevant to the marketing plan. |
| |
|
| |
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered
demonstrates consistent performance of typical activities experienced in the business
development marketing field of work and include access to:
Relevant legislation, regulations, standards and codes Relevant workplace documentation and resources Case studies and, where possible, real situations Interaction with others.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 6 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
| VERSION HISTORY | ||||
| Version Number | Date | Reason for revision | Who | Approved By |
| TAS-AT-V1-21052018 | 21-05-2018 | IBSA Material | CEO | |
| TAS-AT-V1.1-23052018 | 23-05-2018 | Contextualized IBSA Material | A.C | CEO |
| TAS-AT-V2-04062018 | 04-06-2018 | Version Control updated to align with other material |
A.C | CEO |
| TAS-AT-V3-06092018 | 06-09-2018 | Re-formatted assessment tool | A.C | CEO |
| V4.0 | May 2020 | Updated Assessment Tool as Audit Rectification |
AC | CEO |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 7 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Reassessment of Result and Academic Appeal Procedure
If a student is not happy with his/ her results, that student may appeal against their grade via
a written letter, clearly stating the grounds of appeal to the Director of Studies. This should be
submitted after completion of the subject and within fourteen days of commencement of the
new term.
Reassessment:
If a student does not qualify for resubmission or is still deemed Not Yet Competent (NYC)
after the resubmission, they will need to go through the reassessment process. To qualify
for reassessment, the student must have completed and submitted the required
assessments for the unit of competency as per the unit assessment schedule. Student will
get three reassessments attempt, without any additional penalty/ fee.
Reassessment will occur only for those assessment tasks in which the student is deemed
NYC. Reassessment is a formal process and student must apply for reassessment through
Request for Reassessment Form available from the reception. ON approval and payment
of reassessment fees, a reassessment schedule will be advised.
If still failed in three reassessment attempts, the student will need to repeat (re-sit) the unit.
Re-sit (or Repeat):
The student will need to re-sit the unit in the following term/semester if they are not deemed
eligible for any of the above post-assessment options; i.e., both the options of resubmission
and reassessment have been exhausted. The student will also need to re-sit the unit if the
result from reassessment is still Not Yet Competent (NYC). Re-sit may result in extension
of course duration and may affect student’s original completion date of the course.
Student will need to pay a pro rata fee of the course fee to re-sit for the unit. Student should
contact the admin department if he/she remains NYC after 3 attempts of reassessment.
Admin team/ student support officer will liaise with accounts and academic team and issue
the special training plan and the invoice for the resit attempt to the student. Student will be
advised if there is a need to amend the CoE at this stage.
If a course is extended by an academic term, a pro-rata term fee based on total course fee
will apply as per the course fees specified in the International Student Agreement.
Resit mean repeating the entire unit of competency.
Resit is a formal process and student will be advised of their resit options once all the term
results are published. In the event where a student has been deemed NYC in 50% or more
units within a study period, they will be asked to attend a course progress interview and go
through the course progress process according to college’s Course Progress Policy.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 8 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Late Submission Fee:
A late fee of $100 per unit will be charged if students fail to submit assessments on due
dates.
Absentees:
Students are absent on the day of the assessment without prior approval or a valid reason
(e.g. medical certificate) will be marked Not Yet Competent and will be subject to college’s
Course Progress Policy.
Academic Appeals
A student may appeal against a decision in writing to the Academic Manager within 2 (two)
weeks of publication of the final results.
If the appeal is in respect of an assessment or an outcome from the reassessment process,
a review of available information/data is conducted within a reasonable timeframe by the
course coordinator in consultation with CEO. The appellant will be given the opportunity to
formally present his/her case. This is designed to ensure fairness and consistency and
underpins the continuous improvement process.
If the appeal is to dispute the outcome of a complaint other than an assessment, the appeal
will be scheduled to be heard by an independent person or panel, inviting the appellant to
formally present his/her case.
Upon a decision being made, the appellant is provided with a written statement of the appeal
outcomes, including reasons for the decision. Please refer to the Complaints & Appeals
Policy for further details.
Student Declaration
“I understand all the above rules and guidelines for the assessment”.
| Full Name | Signature | Date (dd/mm/yyyy) |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 9 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Information for Students
Prior to Assessment
Your Trainer/Assessor will advise you of your rights before and after assessments, including
the right to appeal.
Your Trainer/Assessor will provide you with all relevant information relating to the
assessments prior to commencement, and of the appeals procedure that can be utilised if you
wish to appeal against the assessment outcome or make a complaint.
Results
You will be informed of the outcome of your assessment as soon as possible from the date
the assessment was submitted. Prompt feedback will be offered to you on the outcome of the
assessment. Feedback will be delivered in written and where possible, verbal form to you.
AQF Specifications for Assessments
This assessment is set in accordance with the criteria for AQF Level 6. Advance Diploma
qualifications must be designed and accredited to enable graduates to demonstrate the
learning outcomes expressed as knowledge, skills and the application of knowledge and skills
specified in the level 6 criteria and the Advance Diploma descriptor.
Diploma descriptor
Summary
Graduates at this level will have broad knowledge and skills for paraprofessional/highly skilled
work and/or further learning.
Knowledge
Graduates at this level will have broad theoretical and technical knowledge of a specific area
or a broad field of work and learning.
Skills
Graduates at this level will have a broad range of cognitive, technical and communication
skills to select and apply methods and technologies to:
● analyse information to complete a range of activities
● interpret and transmit solutions to unpredictable and sometimes complex problems
● transmit information and skills to others
Application of knowledge and skills
Graduates at this level will apply knowledge and skills to demonstrate autonomy, judgement
and defined responsibility:
● in contexts that are subject to change
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 10 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
● within broad parameters to provide specialist advice and functions
ACSF Specifications and Foundation Skills
The term ‘Foundation Skills’ is currently used to include the core skills defined in the Australian
Core Skills Framework (ACSF) as well as the employability skills identified by employers as
critical for effective performance in the workplace. The core skills of the ACSF include reading,
writing, oral communication, numeracy and learning.
Foundation skills encompass the core skills of reading, writing, oral communication, numeracy
and learning as described by the Australian Core Skills Framework (ACSF), and the
Employability Skills/Core Skills for Work. They exist on a continuum from very basic skills to
highly-developed and specialist skills. The foundation skills have been addressed in this
assessment.
Assessment Process
To demonstrate competence in this unit, you must undertake all tasks in this assessment
booklet and complete them satisfactorily and in addition, also satisfactorily complete the
practical assessment, including demonstrating communication skills during the practical
activities. If you do not answer some questions or perform some tasks satisfactorily and
therefore are deemed to be ‘Not Competent’, you may be asked supplementary questions or
given alternative activities to determine competence, which will be documented in your
student file. After you have demonstrated consistency in performance you will be awarded
this unit.
As part of the assessment process, you must abide by any relevant assessment policies as
provided to you. If you feel you are not yet ready to be assessed or this assessment is unfair,
please discuss with your assessor all options that are available to you to enable you to
complete the assessment.
Submitting Assessments
You should submit assessment tasks with the provided cover sheet.
Assessments should be submitted on or before their due date. Extensions for individual
assessment tasks may be negotiated in specific circumstances. Consultation on this must
occur prior to the due date and extensions due to illness will require a medical certificate.
Extensions must be confirmed by the Trainer/Assessor in writing.
Plagiarism and Referencing
All students are reminded that plagiarism will not be tolerated. Information, ideas etc. quoted
or paraphrased from another source, must be acknowledged with “quotation marks” around
the relevant words/sentences or ideas and cited at the end of the document. Sources of
information, ideas etc. must be provided in alphabetical order by author’s surname (including
author’s full name, name of document/ book/internet etc. and year and place of publishing) or
may be included in brackets in the text.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 11 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Assessment Outcomes
There are three (3) outcomes of assessments: Satisfactory, Unsatisfactory (requires to
include feedback and improvise as Trainer/Assessor suggestions) and Fail Non Submission
(FNS).
You will be awarded a ‘Competent’ grade on completion of the unit when the trainer/assessor
is satisfied that you have completed all assessments and have provided the appropriate
evidence required to meet all criteria. If you fail to meet this requirement you will receive the
result of Not Competent or Withdrawn and will be eligible to be re-assessed.
Re-assessment
Students will be allowed two (2) further attempts at an assessment for which the outcome is
Not Satisfactory, within the timeframe of a course (unit of competency) and in this time they
can request a coaching session as required. No additional fees will be charged.
Students who require re-assessment beyond the delivery timeframe of a unit or due date of
an assessment, unless it is due to medical reasons, will be given the opportunity to request
additional time to resubmit and in this time, they can also request a coaching session as
required. After that students may be charged a re-assessment fee.
Reasonable Adjustment
RTOs and trainer/assessors are obliged by law to make reasonable adjustment to ensure
maximum participation of students with disability in teaching, learning and assessment
activities. This includes:
● ensuring that course activities are sufficiently flexible;
● providing additional support where necessary; and
● offering a reasonable substitute within the context of the course where a student cannot
participate
Reasonable adjustment is defined in section 4 (1) of the Employment and the Disability
Discrimination Act as ‘an adjustment to be made by a person is a reasonable adjustment
unless making the adjustment would impose an unjustifiable hardship on the person’.
Reasonable adjustment as it applies to participation in learning and assessment activities may
include:
● customising resources or activities within a training package or accredited course;
● modifying a presentation medium;
● providing additional support;
● providing assistive or adaptive technologies;
● making additional information accessible both before enrolment and during the course;
and
● monitoring these adjustments to ensure that the student’s needs continue to be met
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 12 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Reasonable Adjustment Methods (examples)
| Category | Possible issue | Possible Strategies |
| LLN | Speaking Reading Writing Confidence |
Verbal assessment Presentations Demonstration of a skill Use of diagrams Use of support documents such as word lists |
| Indigenous | Knowledge and understanding Flexibility Services Inappropriate training and assessment |
Culturally appropriate training Explore understanding of concepts and practical application through oral assessment Flexible delivery & using group rather than individual assessments Assessment through completion of practical tasks in the field after demonstration of skills and knowledge. |
| Non-English Speaking Background |
Speaking Reading Writing Cultural background Confidence |
Discuss with the student and supervisor whether language, literacy and numeracy are likely to impact on the assessment process Use methods that do not require a higher level of language or literacy than is required to perform the job role Use short sentences that do not contain large amounts of information and clarify information by rephrasing, confirm understanding Read any printed information to the student Use graphics, pictures and colour coding instead of, or to support, text Offer to write down, or have someone else write, oral responses given by the candidate Ensure that the time available to complete the assessment, takes account of the student’s needs |
| Age | Educational background Age of the assessor Limited study skills |
Make sure font size is not too small Assessor should refer to the student’s experience Ensure that the time available to complete the assessment takes account of the student’s needs |
| Educational background |
Reading Writing Numeracy |
Discuss with the student their previous learning experience Ensure learning and assessment methods meet the learner’s individual need |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 13 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
| Limited study skills and /or learning strategies |
||
| Disability | Speaking Reading Writing Numeracy Learning Strategies |
Identify the Issues Create a climate of support & ensure access Appropriately structured assessment Using other’s expertise |
An individual’s access to the assessment process should not be adversely affected by
restrictions placed on the location or context of assessment beyond the requirements
specified in the training package. Reasonable adjustments can be made to ensure equity in
assessment for people with disabilities. Adjustments include any changes to the assessment
process or context that meet the individual needs of the person with a disability, but do not
change competency outcomes.
When assessing people with disabilities, trainer/assessors are encouraged to apply good
practice assessment methods with sensitivity and flexibility.
The assessment process must:
● Provide for valid, reliable, flexible and fair assessment
● Provide for judgement to be made on the basis of sufficient evidence
● Offer valid, authentic and current evidence
Access and Equity
Please speak to your trainer/assessor if you require assistance with any access and equity
concerns you may have.
Recognition of Prior Learning
If you can demonstrate that you have the skills and knowledge within this unit, you should
speak to your trainer/assessor about this and apply for recognition of prior learning.
Assessments
There are two (2) forms of assessment or evidence gathering methods for this unit of
competency. Students are required to complete them all. Your assessor will advise when
assessments are due.
Students may use various sources of information including: text books, learning workbooks,
other documents and the internet and they must list the sources of the information.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 14 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Assessment 1 Written Question and Answers: Provide answers to all thirteen (13)
questions
Assessment 2 Project work and Presentation: This assessment his divided in four (4)
sections. This assessment requires you to devise a marketing strategy, plan marketing tactics,
prepare the marketing plan and present and adjust the marketing plan.
STUDENT INFORMATION
Instruction for Student:
Whilst researching and writing your project it is important to:
● Read the Assessment description carefully
● Assessment should be in a Word format
● For Written Questions please write your answer in given space if your answers need
more space please attach extra sheet referring correct question number
● All work is to be entirely of the Student. General Information for this assessment:
● Read the instructions for each question very carefully.
● Be sure to PRINT your FULL name & LAST name in every place that is provided.
● For those activities requesting extra evidence such as: research reports, ESSAY
reports, etc. The student must attach its own work formatted in double space, Arial 12
pts.
● All activities must be addressed correctly in order to obtain a competence for the unit
of competency.
● If the Student doesn’t understand the assessment, they can request help from the
assessor to interpret the assessment.
● Submit this document along with your assessment
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 15 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Task1: Written Questions and Answers
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this
arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See description below for details.
Assessment description
● This is an open-book assessment.
● You are to read each question carefully and understand them before you write
answers.
● You MUST answer the questions in your own words.
● You have to write answers in the space provided. You can use extra sheets if your
answers does not fit in the given space. Please give proper reference of questions
when using extra sheets.
● You must answer all written questions satisfactorily as part of this assessment to be
deemed Satisfactory for this assessment
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 16 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 1
Describe five steps that you would take to develop a marketing mix that meets all the
following requirements:
● Aligns with organisational objectives
● Is within the organisation’s capability to implement
● Is feasible
● Does not pose legal or ethical risks to the organisation
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 17 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 2
Describe how each of the following marketing options could be seen as an opportunity when
used as part of a marketing plan.
a. Strategic alliances and cooperative business models
b. New products or services to target specific markets
c. Greater market penetration with existing products or services
d. Take overs
e. New businesses and franchising
f. Other options relevant to the organisation
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 18 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 3
Marketing opportunities can be identified for products and services through analysis of four
growth options. Name these options and briefly explain them.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 19 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 4
If an organisation is struggling to gain a larger share of a market and has maximised its
marketing resources, what other options does it have to generate new business?
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 20 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 5
You have prepared a marketing plan and will soon present it to stakeholders in your
organisation. What are the possible areas of disagreement the stakeholders may have with
your plan? List four possible issues.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 21 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 6
Name four industry legislative and regulatory standards and/or laws that organisations must
consider in the development and implementation of their marketing plans. Explain how each
law or standard would be applied in the context of a marketing plan.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 22 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 7
You are the marketing manager and you have a new marketing assistant joining your team.
Describe what information you need to communicate for the new assistant to understand:
● how the marketing department contributes to the organisation’s business direction
● marketing strategies
● legal responsibilities of marketing and work procedures to ensure marketing activities are
done ethically, legally and within the financial resources and human resource capabilities
of the organisation.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 23 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 8
Once a marketing plan has been approved, who in the organisation needs to receive a copy
of the plan? How will you distribute the plan? Reference your own organisation or an
organisation you are familiar with in your answer.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 24 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 9
Name four tactics or mechanisms that a marketing team must use to ensure that promotions
are implemented within organisational capability and without risk to the organisation.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 25 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 10
Imagine that you work for a professional services firm. You have identified a marketing
opportunity and requested a meeting with the managing partner to present your marketing
plan. The managing partner does not believe marketing is an investment, so he takes some
convincing to agree to marketing strategies. How would you approach the meeting so you can
obtain approval for your marketing plan? Explain what you would communicate and how you
would do so.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 26 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 11
Explain the purpose of a work schedule. Briefly describe the information recorded in a work
schedule and how you would go about preparing one.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 27 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 12
What information is obtained or calculated to demonstrate the success of a marketing
plan? Provide five examples.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 28 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Question 13
You have been the head of a marketing department for three years. How will you
demonstrate the team has continually improved outcomes? Consider all the ways the
marketing team can verify that it contributes to organisational objectives. Include the type
of information you would use as evidence of continuous improvement.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 29 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this
arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See instructions below for
details.
Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a
marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust
the marketing plan.
Procedure
Section 1: Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may
use the case study scenario in Annex VII to complete the tasks.
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure and products/services it
provides.
b. Address the organis.ational objectives.
c. Evaluate the risks and returns in the selection process.
2. Identify the organisation’s strengths and opportunities in line with its current capabilities
and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the advantages and
disadvantages.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 30 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional channels.
b. Describe a marketing mix, such as the people, processes and physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align with the organisation’s
strategic direction.
4. Develop a marketing performance review strategy. The strategy must be able to:
a. Measure the organisation’s marketing performance using marketing metrics such as
numbers of clicks, conversion rates and return on investment (ROI).
b. Review organisational performance, such as by using progress reports.
Section 2: Plan marketing tactics
5. Write a report that details a tactical plan for implementing each of the marketing strategies
you recommended.
a. Develop a coordination and monitoring mechanism for scheduled activities, such as a
work schedule or project management application. This includes:
● Detailing a budget for implementing the marketing strategy
● Identifying the people responsible for tasks, including internal and external
stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the organisation’s objectives,
capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identify ways to review the ongoing performance against the objectives and budget,
and adjusted if required.
Section 3: Prepare the marketing plan
6. Develop a marketing plan.
a. Meet organisational and marketing objectives.
b. Incorporate marketing approaches and a strategic marketing mix.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 31 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
c. Ensure there is a rationale for objectives and information that supports the choice of
strategies.
Section 4: Present and adjust the marketing plan
7. Present the marketing plan in the required format and time frame using appropriate
language and nonverbal techniques. The format could be:
● written report
● slideshow presentation
● spreadsheet
● combination of methods.
8. Make adjustments to the marketing plan in response to feedback from key stakeholders.
Feedback may be obtained through:
● evaluation forms
● listening and questioning via face-to-face interviews
● group feedback sessions
● online surveys.
9. Disseminate the plan to key stakeholders for implementation in the required time frame.
This may be via:
● email
● team meetings
● project management applications.
Specifications
You must submit:
1. Report on marketing strategies (Task 1 – 4)
2. Tactical plan (Task 5)
3. Marketing plan (Task 6)
4. Marketing scorecard (Task 6)
5. Evidence of marketing plan presentation (Task 7)
6. Feedback from key stakeholders (Task 7)
7. Adjusted marketing plan (Task 8)
8. Evidence of distribution of updated plan to key stakeholders (Task 9)
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 32 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 1
Marketing plan evaluation form
| Presenter: ………………………………………………. Date: ……………………………………………………… |
Participants |
 Colleague/peer |
|
| Other (specify)………………… |
| To what extent did the marketing plan give clear information in relation to the following? |
Yes | Somewhat | No | Comments |
| 1. The marketing challenge | ||||
| 2. The market research that has been conducted | ||||
| 3. Customer analysis and perceptions | ||||
| 4. Competitor analysis | ||||
| 5. Alliances and collaborators | ||||
| 6. Summary of SWOT analysis | ||||
| 7. Market segmentation | ||||
| 8. Alternative marketing strategies | ||||
| 9. Recommended marketing strategy | ||||
| 10.Description of the four Ps – product, pricing, positioning and promotion |
||||
| 11.Short- and long-term projections | ||||
| 12.Rationale for marketing strategies | ||||
| 13.Evaluation and monitoring strategies |
Additional comments
…………………………………………………………….……………………………………………
………………….…………………………………………………………….…………………………
……………………..…………….…………………………………………………………….………
…………………………………….…….…
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 33 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 2
Marketing budget template
Marketing budget
| Title: Objective and target outcome: Customer segment: |
||
| Task | Cost | Approval signature |
| Production budget: | ||
| 1 | ||
| 2 | ||
| 3 | ||
| 4 | ||
| 5 | ||
| 6 | ||
| Promotion budget: | ||
| 1 | ||
| 2 | ||
| 3 | ||
| 4 | ||
| 5 | ||
| 6 |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 34 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 3
Marketing scorecard template
Marketing scorecard
Identify the expected outcomes from the marketing strategy.
| Marketing objective description |
Activity/go al |
Target time frame/deadline |
Key performance indicators |
| Marketing objective 1: | |||
| Marketing objective 2: | |||
| Marketing objective 3: |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 35 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 4
Sample marketing plan outline
This is a sample of the type of information that may be included in a marketing plan.
Students may use this document to help them complete Assessment Task B.
Marketing plan outline
1. Marketing plan statement
Overview of the marketing plan’s general goals.
2. The challenge
A brief description of the product that is to be marketed and the associated product goals,
such as predicted sales forecasts, sales figures and strategic goals.
3. Market research
Company analysis, featuring:
goals
focus
culture
strengths
weaknesses
market share.
4. Customer analysis and perceptions
Analysis of the target market, including:
| |
number type value drivers decision process concentration of customer base |
5. Competitor analysis
Market position, including:
| |
strengths weaknesses market share |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 36 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
6. Alliances and collaborators
Outline of subsidiaries, joint ventures, possible distributors, etc.
SWOT analysis
A SWOT analysis of the business environment can be undertaken by considering factors
such as:
| | the company’s internal attributes – these can be classed as strengths and weaknesses the external environment will usually present opportunities and threats. |
| |
7. Market segmentation
Present a description of the market segmentation that addresses the following:
| |
description sales percentages customer wants and needs how the customer will use the product product support requirements how to reach the customers price sensitivity. |
8. Alternative marketing strategies
The alternatives that will be considered before reaching the recommended strategy. These
may include:
| |
product discontinuance product re-branding or re-positioning, e.g. as a premium product. |
9. Recommended marketing strategy
Explanation of why a strategy was made redundant or rejected and why a strategy was
selected, which will include the marketing mix decisions, and the four Ps (product, price,
place and promotion).
10.Product
Any product decisions need to consider the actual product advantages and how they will be
used to leverage the product. The product decisions must include:
| |
the name of the product (brand name) quality scope of the product line product warranty (if applicable) |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 37 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
product packaging.
11.Pricing
Explanation of the pricing structure or strategy for the product, expected volume and the
decisions around pricing variables, including:
| |
list price discounts bundling payment terms and financing options leasing options. |
12.Distribution/positioning
Where the product will be placed, such as:
| |
distribution channels that might include direct, retail, intermediates and distributors criteria for distributor evaluation distributor margins distribution locations logistics such as warehousing, transportation and order fulfilment processes. |
13.Promotion
Analysis of how much advertising is needed and which media should be used that takes into
consideration:
| |
public relations promotional programs promotional budget to ensure break-even point expected results of the promotion. |
14.Short- and long-term projections
Outline of expected short-term and long-term results. This includes an explanation of any
specific actions that will need to be undertaken to achieve this, and forecasts of revenues
and expenses.
15.Rationale for strategies
Summary of research and analysis that provides a rationale for the strategies chosen.
16.Evaluation and monitoring strategies
Outline of the methods used to evaluate and monitor the chosen marketing strategies once
they are implemented.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 38 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
17.Supporting documents
Supporting documents may include:
● marketing scorecard
● marketing budget
● work schedule
● data and metrics
● performance review strategies.
Annexure 5
SWOT analysis template
| Strengths | Weaknesses |
| Opportunities | Threats |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 39 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 6
Work schedule template
| Promotion tactic: | |||
| Task details | Deadline | Cost allocation | Responsible owner |
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 | |||
| 6 | |||
| Promotion Tactic: | |||
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 | |||
| 6 | |||
| Promotion Tactic: | |||
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 | |||
| 6 |
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 40 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
Annexure 7
Sample scenario
Houzit Case Study
Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings,
bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across
the greater Brisbane area, with all stores being managed and coordinated from their head
office in Milton.
You have recently been appointed as the marketing manager and must now review the
organisation and devise marketing strategies that will move Houzit towards its strategic goals.
The CEO has also asked you to consider some marketing opportunities that may assist Houzit
in reaching its goals, and provide him with a brief summary evaluating two alternatives,
including the benefits and risks associated with each option, and making a recommendation
for the opportunity most likely to produce results.
You have gleaned the following information about Houzit:
● Houzit is close to entering its fifth year of operation; offers a wide range of homeware
items on easy-to-manage payment terms and supplies a three-year guarantee on every
item sold.
● The typical target customers have the following characteristics:
○ sophisticated people who are houseproud
○ shoppers who will drive to an easy-to-access store
○ customers who require payment plans to spread their commitment over an
extended period
○ renovators and new home builders
○ 20–50 years old.
● Houzit recognises the following trends and focuses its efforts on them.
○ Quality – Preference for high-quality items is increasing as customers are learning
to appreciate differences in quality.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 41 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
○ Unique items – Customers want homewares that stand out from mass-produced,
low-quality items.
○ Selection – People are demanding a larger selection of choices, and are no longer
accepting a limited selection of homewares.
● The typical Houzit store has the following characteristics.
○ Location – A commercial, suburban neighbourhood, or urban retail district.
○ Design – Bright and functional.
○ Size – 1,000–1,500 m2.
○ Employees – 15–20 full time, plus several casuals
○ Types of transactions – 60% cash, 40% on long-term repayment plan.
● Sales break-ups between the existing Brisbane stores reveal sales of:
○ 30% bathroom fittings
○ 35% bedroom furnishings
○ 20% mirrors and decorative items
○ 15% lighting fixtures (recent addition).
● A new customer’s first purchase is generally of mirrors and decorative items, and this
gives us the opportunity to sign them up to our loyalty program.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 42 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
In a brief discussion with the CEO, you asked about the changes taking place in legislation
that could impact on Houzit’s operation. The CEO explained:
‘There is a big push by governments on the issue of sustainability. This focuses mostly on
environmental issues of waste management and energy conservation. Houzit
stores have been deliberately designed in the past to be bright and comfortable
places to shop. This means a significant cost in electricity usage to run the lights
and the air conditioners. With the new regulations, we are going to have to find
ways to still provide customers with what they want without the high electricity
usage.’
Strategic plan (extract)
Vision
Houzit will be a national retail brand, catering to the needs of home makers with a range of
unique, high-quality homewares made accessible to all through our easy-to-manage payment
plan.
Mission
By 2020, Houzit will have a significant retail presence in homewares in every Australian capital
city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia-wide.
Objectives
1. Increase sales from $15 million per year to $20 million per year in the next three years.
2. Increase our loyalty customers list from 10,000 to 15,000.
Establish brand recognition in Brisbane so that at least 1 in 3 people recognise
our brand in a random survey taken in 18 months.
SWOT Analysis
Strengths:
● Excellent staff who are highly skilled and knowledgeable about homewares.
● Great retail space that is bright, functional and efficient for a commercial urban district.
Assessment Resources – BSBMKG609 Develop a marketing plan | Page 43 of 43
V 4.0: May 2020, Approved: QAC, Next Review: December 2020
International College of Tasmania Pty Ltd trading as: TasCollege
RTO Code: 45352 | CRICOS Code: 03683K
● High customer loyalty among repeat customers.
● Assortment of offerings that exceed competitors’ offerings in quality, range and
accessibility.
Weaknesses:
● A limited marketing budget to develop brand awareness due to the lack of critical mass
and store cover.
● The struggle to continually fund the growing long-term repayment plans taken out by our
customers.
Opportunities:
● A growing market in a high growth area with a significant percentage of the target market
still not aware of Houzit’s offer.
● Increasing sales opportunities outside of our target area – greater Brisbane.
Threats:
● Competition from local independent retailers can drive down prices, as owner-operators
have lower overhead costs than our staff-run stores.
● Competition from national chains moving into the Brisbane market.
A slump in the economy reducing customers’ disposable income spent on homewares.