Assessment Instructions

BSBMKG603 Manage the marketing process

Southern Cross School of Business

CRICOS Provider Code: 03523D I RTO ID: 41253 | ABN: 95155625924

Level 2, 1-3 Fitzwilliam Street Parramatta NSW 2150

Level 3, 531 George Street, Sydney, NSW 2000

Ph: 61 (2) 8937 0506 & 9633 3287

BSBMKG603 Manage the marketing process_V1.1_23/09/20

Table of Contents 2

Assessment Schedule 3

Assessment Information 3

Assessment Task 1: Written Questions 5

Assessment Task 1 Instructions 7

Assessment Task 2: Manage marketing performance project 8

Assessment Task 2 Instructions 9

Assessment Task 3: Manage marketing staff project 14

Assessment Task 4: Evaluate marketing performance project 18

Assessment Task 4 Instructions 19

Assessment Schedule

Task	Due Date
Learning Activity Only	Week 1
Task 1	Week 2
Task 2	Week 3
Task 3	Week 4
Task 4	Week 5

Assessment Information

The assessment tasks for BSBMKG603 Manage the marketing process are included in this booklet and outlined in the assessment plan below.

To be assessed as competent for this unit, the student must complete all of the assessment tasks satisfactorily.

Assessment Plan

Assessment Task	Overview
1. Written Questions	You must correctly answer all questions.
2. Marketing performance review project	You must conduct research and develop a briefing report on the company’s marketing performance. You must also develop plans in relation to the agreed marketing strategies and activities and develop a communication strategy.
3. Manage marketing staff project	You must prepare for, and conduct, a meeting with staff to communicate strategic marketing objectives and marketing activities.You must also develop a mentoring plan and conduct an initial mentoring session with a staff member.
4. Evaluate marketing performance project	You must evaluate marketing performance for a case study organisation and provide recommendations for improvement.

Assessment Preparation

Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions at all.

Assessment appeals

If you do not agree with an assessment decision, you can make an assessment appeal as per SCSB assessment appeals process.

Students have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.

Additional Resources

The following resources will be given to you before you begin each Assessment Task.

Assessment Task 2

Briefing Report Template
Communication Plan Template
Market Research Results

Assessment Task 3

Mentoring Plan Template

Assessment Task 4

Marketing Performance Report Template

Assessment Instructions

Each assessment task in this booklet consists of the following:

Assessor Checklist

This will be used by your assessor to mark your assessment. Read through this 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.

The Assessor Checklist will be returned to you with the outcome of the individual assessment task, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback giving reasons why.

Depending on the task, this may include

resubmitting incorrect answers to questions (such as short answer 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
re-submission opportunities if required.

Assessment Task Instructions

These give questions to answer or tasks which are to be completed. Your answers need to be typed up using software as indicated in the Assessment Task Instructions.

If you are submitting electronically, consider giving the document a file name that includes the unit identification number, the task number, your name and the date.

Assessment Task 1: Written Questions

Task summary

You need to answer all of the written questions correctly.
Your answers must be word processed.

Required

Access to textbooks/other learning materials
Computer and Microsoft Office
Access to the internet

Submit

Answers all the questions

Assessment criteria

For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Re-submission 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 written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.

You have the right to appeal the outcome of assessment decisions if you feel that 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 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.

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.

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.

Evaluate – when a question asks you to evaluate something, you should do so putting 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

Provide answers to all of the questions below:

Explain three common strategic marketing objectives
Explain the innovation/value matrix and its application to strategic marketing.
Explain how portfolio analysis can be applied to strategic marketing.
Explain the benefits of branding in relation to improving marketing performance.
Explain each component of the acronym SMART in relation to objectives.
Explain why there may be some tension between long-term and short-term marketing objectives.
Explain the balanced score-card strategy performance management tool.
Explain the concept of product differentiation strategy.
Explain two common sources of differentiation within a product differentiation strategy.
Explain two disadvantages of using a product differentiation strategy.
Explain the concept of competitive advantage.

Assessment Task 2: Manage marketing performance project

Task summary

This assessment task requires you, in the role of Marketing Manager for Nature Care Products, to prepare for a meeting with the Marketing Director to discuss the company’s marketing performance and to agree on a strategy that will ensure that the marketing effort is directed towards the area of greatest potential for the company. This assessment is to be completed in the simulated work environment in SCSB.

Required

Computer with Microsoft Office and internet access
Briefing Report Template
Market Research Results
Communication Plan Template

Deliver

Participate in a meeting with Marketing Director. (Role play)

Submit

Prepare an email with briefing report attached
Prepare an email with the following attached:

Revised Briefing Report
Communication Plan
The three documents discussed at the meeting.

Assessment criteria

For students’ performance to be deemed satisfactory in this assessment task, they must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed they will be asked to complete further assessment to demonstrate competence.

Re-submission 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 written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment Task 2 Instructions

Carefully read the following:

Nature Care Products is based in Brisbane, Queensland Australia. The company manufactures and retails eco-friendly, high quality beauty skin care products. The business was established in 2011 to cater for a perceived demand for skin products that contain eco-friendly and natural ingredients. There is also an emphasis on eco-friendly packaging.

Its objectives as stated in its Strategic Plan are as follows:

To be well led, high performing, profitable and accountable

Ensure that all financial operations, performance indicators and results support the strategic policies
Identify new and expand existing sources of revenue
Achieve profits of at least 10% per annum.

Supply high quality products to meet customer needs and aspirations

Increase sales of products in current market by 20% per annum over the next three years.
Develop overseas markets
Research and plan for the launch of new innovative, environmentally friendly products

Continue building deeper customer relationships

Customer-centred practice, with a focus on meeting their total needs for high quality products
Strengthen the skills of our people, to better support customers
Drive innovation to better meet customer demands

Attract, engage and develop the best staff

Continuing the drive to a customer centred, high performance workforce and culture
Strengthening the skills of our people, to better support customer needs
Empowering innovation and responsiveness to change
Continuing to enhance the diversity of our workforce.

The company has a range of products that include:

Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating and anti-inflammatory properties. This product will be for delicate and mature skins and could also be used as a baby cream.
Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day and includes Shea butter and extracts from fragile green algae that provides hydrating and protective properties.
Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product will be used for most skin types.

The company would like to add more products over time and is focussed on a range of products to meet particular skin needs rather than a one-size fits all.

Market research has identified that around 70% of customers are professional women aged 25 to 55. The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly. The prices of products are slightly higher than major competitors.

The company is in a strong financial position as shown in its Business Plan and has a budget of around $50,000 for marketing for the next financial year.

The company is interested in expanding overseas. Research, for example, has identified that Japan may represent a good opportunity for the company as it has been identified there are good opportunities for products made from natural ingredients.

Regarding the company’s current promotional activities, successful promotional activities have been advertisements on the Australian body + soul web site and in the Natural Health magazine. There have also been in-store promotions with the focus on high quality products for women.

The management team of NatureCare Products has advised that its primary marketing objectives are:

Increase the number of people who make a purchase while visiting the online store by 20%.
Increase the number of retail outlets selling NatureCare Products by 150.
To increase product awareness amongst the target market by 20%.
To increase market share to 15%.
To expand into at least one international market.
To identify new products and new markets.
To attain annual growth of at least 10% over the next three years.

Regarding market trends, health warnings, environmental concerns, ethical concerns, therapy awareness and organic attitudes have all contributed to the growth in popularity of natural-based personal care products. It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in the retail sector. Cosmetics in general are also still growing strongly.

Currently the business is selling its products through a number of retail outlets throughout Australia, mostly health food stores. It also has a web site with a shopping cart and approximately 30% of sales are sold through the web site. The company is reasonably happy with sales through the web site but would like to do more in the future, for example, through reviewing search engine optimisation, to use social media, as well as national and local business networks such as the local Chamber of Commerce to generate sales.

With regard to the marketing of NatureCare Products, the current marketing mix for products is as follows:

Current Pricing Strategy: Offer quality products at a premium price

Current Promotional Strategy: Previously relied on web site only. A Facebook page has now been established. Also sending out a monthly newsletter, as well as blogging to improve SEO.

Current Distribution Strategy: Offer products via online shop and in stores across Australia, mainly health food stores.

Complete the following activities:

Write a briefing report

Assume that the Marketing Director of Nature Care Products has asked you, their assistant, to review current marketing performance with a view to ensuring that the company’s marketing efforts are directed to the areas of greatest potential.

Review the case study information, marketing performance to date and Market Research Results to identify:

Overall business objectives
Strategic Marketing Objectives
External factors impacting on the company including:

Current economic conditions
Industry trends and market changes
Social trends and impact on the demand for Nature Care Products
Competition.
Current marketing mix for NatureCare Products and assess the effectiveness of the marketing mix based on marketing performance data and market research and external factors.
Best practice integrated marketing communications to ensure maximum brand awareness.

Based on your review, develop a briefing report outlining your research and analysis as above and your recommendations on marketing activities that have the most potential for the organisation.

As a guide, your report should be a minimum of two pages, will be written in clear and concise English to ensure that key messages are conveyed.

Use the Briefing Report Template to guide your response.

Prepare an email to Marketing Director (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachment and ask for an appointment to discuss the document. Attach your Briefing Report to the email. Your Assessor will respond with the time and place of a meeting.

Participate in a meeting with Marketing Director to discuss your briefing report.

At the meeting you will be required to discuss the contents of your briefing report and seek agreement for the strategies and activities that you have recommended.

During and after the presentation you will be required to demonstrate effective communication skills including:

Speaking clearly and concisely
Using non-verbal communication to assist with understanding
Asking questions to identify required information
Responding to questions as required
Using active listening techniques to confirm understanding

At the end of the meeting, the Marketing Director (your assessor) and yourself will agree on three plans to be developed and implemented to help manage the marketing effort.

Revise the briefing report.

Update your briefing report to include the plans/briefs you discussed at the meeting.

Ensure that the briefing report reflects all that was discussed.

Save this document as Revised Briefing Report.

Develop the plans discussed during the meeting.

Use your briefing report and the templates provided to develop these.

Develop a communication strategy.

The purpose of the strategy is to ensure that there is regular communication within the company, so that all staff are working together.Use the Communication Plan Template to guide your work.

Write an email to the Marketing Director (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachments.

Attach the following to the email:

Revised Briefing Report
Communication Plan

The three documents discussed at the meeting.

Students Appendix

Briefing Report Template	Market Research

Communication Plan Template

Assessment Task 3: Manage marketing staff project

Task summary

Students are required to organise a meeting for all staff involved in the marketing effort. At the meeting they will discuss the briefing report, the communication strategy and the three documents that you submitted at the end of Assessment Task 2. They are also to use the session to provide coaching to staff on effective marketing techniques and introduce a mentoring plan for a staff member. This assessment is to be completed in the simulated work environment in SCSB

Required

Computer with Microsoft Office and internet access
Documents developed in Assessment Task 2

Deliver

Presentation and participate on staff meeting (Role play)
Meet Alice (Role play) and perform below:

Meet with Alice to discuss the plan (provide a printed copy) and to provide a first mentoring session on digital marketing. Focus on one area of digital marketing and also discuss at least two activities that Alice could complete to develop her skills. Provide feedback to Alice about what you believe are best practice digital marketing techniques to give Alice a start

Submit

Prepare an email with Meeting Presentation attached
Prepare an email with the roles and responsibilities agreed to at the meeting
Copy of your mentoring plan
Prepare an email containing team performance review

Assessment criteria

Re-submission 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 written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment Task 3 Instructions

Complete the following activities:

Create a PowerPoint presentation.

In the next activity you will be conducting a meeting with the staff involved in the NatureCare Products’ marketing effort.

To ensure that your meeting achieves its goals, you are required to prepare a PowerPoint (or any other presentation program) presentation that will give structure to your discussion.

The first part of your presentation should take about 15 minutes. It should include the following:

Detailed information about NatureCare Products’ strategic marketing objectives.
The new Communication Strategy
The planned marketing activities to be conducted.
Roles and responsibilities.

In the second part of the meeting you are required to coach your team in marketing. To do this you are required to identify a topic relating to effective marketing and research and develop a short coaching session on this. Learning more about the topic should support the staff to achieve the company’s marketing objectives, so make sure that it is relevant.

Consider how you can best provide the information to staff with varying levels of skills, knowledge and experience in marketing.

Ensure that you incorporate techniques you identify as suitable into your presentation.

The coaching session component of the meeting should last approximately 15 minutes.

Save the file as Meeting Presentation.

Send an email to all marketing staff (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style. The email text should advise the staff of the purpose of the meeting you will conduct. It should ask for a place, date and time that would be convenient for them. Attach your Meeting Presentation to the email.

Conduct the meeting

Conduct the meeting with the support of your Meeting Presentation.

Ensure that you address the following within the meeting:

Nature Care Products’ strategic marketing objectives.
Communication strategy
The activities that you documented in Assessment Task 2.

Before continuing the meeting, you and the staff must agree on roles and responsibilities for the marketing activities that you have discussed. Take notes on what is agreed on.

Coaching staff on a topic relating to effective marketing and research.

During the meeting, you are required to demonstrate effective communication skills including:

Speaking clearly and concisely
Using non-verbal communication to assist with understanding
Asking questions to identify required information
Responding to questions as required
Using active listening techniques to confirm understanding
Conveying information at a level that accommodates varying levels of skills, knowledge and experience

Send an email to all staff invited to the meeting (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style.The email text should remind the staff of what was discussed at the recent meeting. The email should include the roles and responsibilities agreed to at the meeting.

Following the meeting, the Administration Officer, Alice, approaches you. She asks you if it would be possible to develop a mentoring relationship with you as she is interested in developing her marketing skills and moving into a marketing role. She advises that she has some existing knowledge of marketing but would like to develop her skills, knowledge, and general skills in the following specific areas:

Digital marketing
Marketing legislation
Strategic marketing
Managing a team
Networking

Develop a mentoring plan

Develop a mentoring plan for Alice for the upcoming 6 months. As a minimum your plan should include details of the mentoring arrangement, time period, number of meetings during the period and activities to be completed, as well as expectations. Use the Mentoring Plan Template to guide your work.

Print out a copy of the plan to give to Alice at the beginning of the meeting.

Meet with Alice (your assessor)

As a guide, the meeting will last approximately 30 minutes.

During the meeting, you are required to demonstrate effective communication skills including:

Speaking clearly and concisely
Using non-verbal communication to assist with understanding
Asking questions to identify required information
Responding to questions as required
Using active listening techniques to confirm understanding

Send an email to Alice (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.It should summarise what was discussed at the meeting. The email text should also introduce and summarise the contents of the attachment and seek their feedback.

Attach your Mentoring Plan to the email.

It has recently come to your attention that the marketing team have been offering customers the opportunity to write positive testimonials about the quality of the company’s service and products. Customers have been emailed and offered $50 off their next purchases if they write a favourable review for posting on the company’s web site and/or Facebook page.

You know that this is not allowed under consumer law.

Write a team performance review. This should be about half a page long. Explain why the practice is not allowed under legislation, and what actions are required. It should describe what the correct practice is an inform what you expect from the staff.
Send an email to the team (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should include your team performance review.

Student Appendix

Marketing Performance Report	Mentoring Plan

Assessment Task 4: Evaluate marketing performance project

Task summary

This assessment task requires you to review the case study information about Tourism Australia’s India 2020 Tourism Growth Plan and report on the marketing performance. This assessment is to be completed in the simulated work environment in SCSB.

Required

Access to textbooks and other learning materials
Computer with Microsoft Office and internet access

Submit

Prepare an email with Marketing Performance Report attached

Assessment criteria

Re-submission 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 written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment Task 4 Instructions

Carefully read the following:

In 2012 Tourism Australia released their India 2020 tourism growth plan.

Review full information about the campaign at the following link:

http://www.tourism.australia.com/en/about/our-organisation/our-performance-and-reporting/tourism-2020.html

You should also review the India 2020 Strategic Plan:

Assume that, in 2017, you have been asked to report on performance using the market profile data at:

Complete the following activities:

Review data

Review the information above in preparation for developing a marketing performance report.

First of all, review information about the campaign, as well as the strategic plan and identify and makes notes on the following for use in your performance report:

Overview of the campaign
Potential of the Indian market for Australian tourism and current Indian market
Target customers
Marketing strategies
Success indicators for 2020

Next, review the current market profile information and using the data, make notes on the following:

Market overview information in 2016
An analysis of the data in the market profile against the success indicators included in the Strategic Plan
Evaluation of the success of the aviation development strategy to date using the data in the market profile
Evaluation of the success of the geographic strategy to date using the data in the market profile

Develop a marketing performance report

Using your research and analysis above, develop a marketing performance report to review progress against the India 2020 strategy.

Use the Marketing Performance Report Template to help structure your response.

Your marketing performance report must include:

Overview of the campaign, including marketing objectives
Potential of the Indian market for Australian tourism and current Indian market
Target customers
Marketing strategies
Success indicators for 2020
Market overview information in 2016 and an analysis of changes in the market since the launch of the strategy and impact on strategic marketing objectives
An analysis of the data in the market profile against the success indicators included in the Strategic Plan
Evaluation of the success of or performance gaps in the aviation development strategy to date using the data in the market profile
Evaluation of the success of, or performance gaps in the geographic strategy to date using the data in the market profile
Overall evaluation of the success of the campaign and an analysis of gaps in performance or over-performance.

Send an email to your assessor.

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style.The email text should introduce and summarise the attachment. Attach your marketing performance report to the email.