Delivery in day(s): 4
BSBMKG603 Manage the Marketing Process Assignment Brief
This unit describes the performance outcomes, skills and knowledge required to strategically manage the marketing process and marketing principle within an organisation.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
This unit contains employability skills.
This unit applies to senior marketing professionals who are responsible for managing the overall marketing process of an organisation and for managing marketing personnel.
Typically they would manage a portfolio of products or services across the organisation, rather than a single product or few products. This unit targets more senior personnel who have a wider scope of marketing activities for a greater number of products or services, than BSBMKG514A Implement and monitor marketing activities.
Relating to an organisation of your choice (as discussed with your assessor); using your college as your business; or relating to your own business - you are to implement and manage the organisations marketing process. This requires you to:
1. Identify and implement or manage the marketing performance of your organisation ensuring:
- It is focused on the areas of greatest potential within your organisation
- All marketing efforts are integrated and working harmoniously
- Your marketing strategy reflects current market requirements and traits
- You monitor the progress against performance targets (activity, quality, cost, time requirements, etc)
- All staff involved in marketing are aware of their roles and responsibilities
- Provide mentoring, coaching and feedback as required
- Manage your marketing team
2. Develop and use a marketing metric that reflects your marketing mix
3. Developing a communication strategy to ensure all personnel responsible to each element of the marketing mix work together to meet your organisations objectives
Your assessor will observe you during this assessment, and will require you to submit your marketing metric and communication strategy.
After implementing / managing the marketing will require you to evaluate the effectiveness of the marketing performance, and identify strategic improvements that can be implemented.
Be sure to:
- Analyse the marketing outcomes
- Review your strategic objectives
- Review your marketing metrics
- Analyse success and performance gaps (in relation to cause and effect)
- Analyse over-performance against targets for trends
- Analyse the changes in market phenomena
- Consider the above analysis’s and develop a written report that documents the review and suggests potential strategic improvements
PART A - SPECIFIC INFORMATION
For on-the-job assessments, this is to relate to a specific marketing campaign being implement by their company. This could include print, radio, TV, or people based campaigns.
For classroom based assessments, the student should use their RTO as a base for this task. The marketing campaign may include print, radio, TV or people based campaigns. People based campaigns may include expo's, leaflet drops, sponsored networking opportunities, etc. Students are not required to implement the whole marketing campaign, but enough aspects of the campaign to allow for the actions in the assessor checklist to be observed
This project may be undertaken in one of the following formats:
1. on the job where the development of team leadership is required.
These assessments must:
- using a registered and operating workplace
- ensure access to customers relevant to the work role and unit requirements
- ensure access to staff members / colleagues
- ensure candidate is working in a suitable role to the unit (i.e. - candidates undertaking units requiring staff supervision must have staff to supervise, and authority to do so)
- ensure access to relevant, working and current tools and equipment as appropriate to the unit requirement
- relating their project to their current or preferred vocational direction
- developing marketing directives for their current employer, business or department
2. Classroom / Simulated environment. These assessments must
- As outlined in the TAE10 Training Package Glossary, “”Simulation is a form of evidence gathering that involves the candidate in completing or dealing with a task, activity or problem in an off-the-job situation that replicates the workplace context. Simulations vary from recreating realistic workplace situations such as in the use of flight simulators, through the creation of role plays based on workplace scenarios to the reconstruction of a business situation on a spreadsheet. In developing simulations, the emphasis is not so much on reproducing the external circumstance but on creating situations in which candidates are able to demonstrate:
- technical skills
- underpinning knowledge
- generic skills such as decision making and problem solving
- workplace practices such as effective communication.”
- If role plays are required, the assessor must ensure all ‘actors’ or ‘participants’ perform in a professional manner - reflecting an actual workplace. Participants are to be informed of their expected involvement.
- If a simulated workplace is used, it must allow for distractions such as background noises, ringing telephones, interruptions - etc.
- Each student must dress appropriately and professionally in line with workplace standards
- Relating their project to their current or preferred vocational direction
- Business models should be as realistic as possible, and documentation provided to the student should be as close as possible to what they would need to disseminate in a real work environment.
- Use the college (RTO) as the base company.
For each assessment, you are not to interfere. In the event that the assessment is activities will impact on the safety of a student or bystander, the assessment must be stopped immediately.
1. Describe what should be included in a situational analysis
2. What is marketing?
3. Define the following terms as they relate to marketing
- Strategies / Tactics
- .Value (For and Marketer)
4. Describe in detail what marketers do.
5. Describe the following legislation / codes of practice / national codes
- ADMA Direct marketing code of Practice
- Australian E-Commerce Best Practice Model
- Australian Government Policy Framework for Consumer Protection in Electronic Commerce
- Free TV Australia Commercial Television Industry Code of Practice
- Equal Opportunity
- List 4 requirements of the Privacy Act?
- Anti-discrimination (Provide detailed explanation of 4 different relevant legislation)
- regulations for sweepstakes
- Trades Practices Act 1974
6. What is marketing metric?
7. What is the benefit of a marketing metric?
8. When undertaking a Marketing Audit, what should be covered? (List 6)
9. What is product differentiation?
10. What is single-segment concentration strategy?
11. What is a positioning statement?
12. Write a positioning statement for Cold Power washing powder
13. List 4 benefits of using the internet for marketing.
14. Where do marketing objectives come from?
15. Re-word the following marketing objective.“Objective – to improve our sales position significantly and double our net profit
16. Re-word the following marketing objective.“Objective – to ensure our brand is well-known”
17. What are the four stages of the product life cycle?
18.Describe the third stage of the product life-cycle.
19. What strategies could you implement for maintaining or boosting sales during the third stage of the product life-cycle?
20. What is meant by breadth and depth of a product range?
21. What are the risks of trading up and trading down?
22. Describe how you would perform a sales analysis
23. What metric could you use to measure how many times the organisations inventory is “turned over / 24 sold” on average (the stock turnover rate)
- Assuming the following, calculate the customer lifetime value.
- Our organisation is a catalogue marketer of night ware
- It costs on average $50 to acquire a new customer
- The average customer purchase is $120 (cost of sale is $83)
- We send 4 catalogues per year, and customers purchase from every second one.
- Cost of printing and mailing each catalogue is $2.40
- We allow $0.60 per catalogue for answering queries, complaints, etc
- On average, once we have a customer, they continue buying from us for 6 years