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Student Assessment Tasks
BSBMKG603 Manage the marketing process
Table of Contents
Table of Contents 2
Assessment Information 3
Assessment Instructions 5
Student Assessment Agreement 6
Assessment Task 1 Cover Sheet 7
Assessment Task 1: Written Questions 8
Assessment Task 1 Instructions 10
Assessment Task 1 Checklist 11
Assessment Task 2 Cover Sheet 12
Assessment Task 2: Manage marketing performance project 13
Assessment Task 2 Instructions 15
Assessment Task 2 Checklist 19
Assessment Task 3 Cover Sheet 20
Assessment Task 3: Manage marketing staff project 21
Assessment Task 3 Instructions 23
Assessment Task 3 Checklist 27
Assessment Task 4 Cover Sheet 28
Assessment Task 4: Evaluate marketing performance project 29
Assessment Task 4 Instructions 30
Assessment Task 4 Checklist 32
Assessment Information
The assessment tasks for BSBMKG603 Manage the marketing process are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily.
Assessment Plan
Assessment Task Overview
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.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment
Agreement. Fill it out, sign it, and hand it to your assessor, who will countersign it and then keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per RSB’s assessment appeals process.
You 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.
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner. Each should include:
• Course identification code
• Assessment Task number
• Document title (if appropriate)
• Student name
• Date it was created
For example, BSBMKG603 AT2 Briefing Report Joan Smith 20/10/18
Additional Resources
You will be provided with the following resources 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:
Assessment Task Cover Sheet
This must be filled out, signed and submitted together with your assessment responses.
If you are submitting hardcopy, the Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the cover sheet, fill it out and sign it, then scan this and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or Not satisfactory (NS). If your work has been assessed as being not satisfactory, your assessor will include written feedback in the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on re-assessment opportunities as per RSB’s re-assessment policy.
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.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name and the date.
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.
Student Assessment Agreement
Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit? • Yes • No
Do you understand the requirements of the assessments for this unit? • Yes • No
Do you agree to the way in which you are being assessed? • Yes • No
Do you have any specific needs that should be considered? If so, explain these in the space below.
• Yes • No
Do you understand your rights to re-assessment? • Yes • No
Do you understand your right to appeal the decisions made in an assessment? • Yes • No
Student name
Student number
Student signature
Date
Assessor name
Assessor signature
Date
Assessment Task 1 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Written Questions
Task summary
This is an open book test, to be completed in the classroom.
A time limit of 1 hour to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
• Access to textbooks and other learning materials
• Computer with Microsoft Office and internet access
Submit
• Answers to all questions
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will be provided feedback on their 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. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel 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 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 put forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine – when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain – when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify – when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List – when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline – when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarise – when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1. Explain three common strategic marketing objectives
2. Explain the innovation/value matrix and its application to strategic marketing.
3. Explain how portfolio analysis can be applied to strategic marketing.
4. Explain the benefits of branding in relation to improving marketing performance.
5. Explain each component of the acronym SMART in relation to objectives.
6. Explain why there may be some tension between long-term and short-term marketing objectives.
7. Explain the balanced score-card strategy performance management tool.
8. Explain the concept of product differentiation strategy.
9. Explain two common sources of differentiation within a product differentiation strategy.
10. Explain two disadvantages of using a product differentiation strategy.
11. Explain the concept of competitive advantage.
Assessment Task 1 Checklist
Student’s name:
Did the student provide a sufficie clear answer that addresses the suggested answer for: nt and Completed successfully Comments
Yes No
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 1
Question 8
Question 9
Question 10
Question 11
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date
Assessment Task 2 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 2: Manage marketing performance project
Task summary
This assessment task requires you, in the role of Marketing Manager for NatureCare 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 RSB.
Required
• Access to textbooks and other learning materials
• Computer with Microsoft Office and internet access
• Briefing Report Template
• Market Research Results
• Communication Plan Template
Submit
• Email with briefing report attached
• Email with the following attached: o Revised Briefing Report o Communication Plan o The three documents discussed at the meeting.
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 their 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. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel 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.

Assessment Task 2 Instructions
Carefully read the following:
NatureCare 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 antiinflammatory 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:
1. Write a briefing report.
Assume that the Marketing Director of NatureCare 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:
o Current economic conditions o Industry trends and market changes o Social trends and impact on the demand for NatureCare Products o Competition.
o 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. o 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.
2. Write 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.
3. 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.
4. 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.
5. Develop the plans discussed during the meeting.
Use your briefing report and the templates provided to develop these.
6. 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.
7. 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.
Assessment Task 2 Checklist
Student’s name:
Did the student: Completed successfully Comments
Yes No
In their Briefing Report, demonstrate the ability to manage marketing performance through:
• Reviewing current marketing performance and identifying the areas of greatest potential for the organisation?
• Analysing the external environment to inform the marketing effort and areas of greatest potential?
• Assessing the marketing mix for current products?
• Recommending marketing mix and activities to meet strategic marketing objectives?
In their Briefing Report, use marketing metrics to analyse and report on the performance of current marketing activities against performance indicators?
In their Briefing Report, demonstrate the ability to manage marketing performance through:
• Reviewing current marketing performance and identifying the areas of greatest potential for the organisation?
• Analysing the external environment to inform the marketing effort and areas of greatest potential?
• Assessing the marketing mix for current products?
• Recommending marketing mix and activities to meet strategic marketing objectives?
At the meeting, demonstrate the ability to consult with others to agree on marketing activities to achieve objectives and using effective communication skills including:
• Speaking clearly and concisely
• Asking questions as required
• Active listening techniques
Develop relevant briefs/plan and communication plan based on agreed strategies to achieve marketing objectives?
In their communication plan, develop a suitable communication strategy to ensure that all personnel involved in marketing are working together to achieve common objectives?
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date
Assessment Task 3 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 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 RSB.
Required
• Access to textbooks and other learning materials
• Computer with Microsoft Office and internet access
• Documents developed in Assessment Task 2
Submit
• Email with Meeting Presentation attached
• Email with the roles and responsibilities agreed to at the meeting
• Hard copy of your mentoring plan
• Email containing team performance review
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 their 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. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel 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.

Assessment Task 3 Instructions
Complete the following activities:
1. 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.
2. 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.
3. Conduct the meeting
Conduct the meeting with the support of your Meeting Presentation.
Ensure that you address the following within the meeting:
• NatureCare 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
4. 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
5. 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.
6. Meet with Alice (your assessor)
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.
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
7. 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.
8. 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.
9. 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.
Assessment Task 3 Checklist
Student’s name:
Did the student: Completed successfully Comments
Yes No
During their first meeting, clearly communicate key strategic marketing objectives to the staff in a way that can be easily understood by all personnel?
During their first meeting, get the staff to agree on the roles, responsibilities and accountabilities of staff and contractors involved in the marketing effort?
During the first meeting, 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
During the meeting with Lucy, provide mentoring, coaching and feedback to support Alice to achieve her stated objectives?
During the meeting with Lucy, 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
Monitor overall marketing progress, ensuring that all requirements are met?
Identify individual and team performance, and promptly instigate corrective action that will safeguard marketing outcomes?
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date
Assessment Task 4 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
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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 RSB.
Required
• Access to textbooks and other learning materials
• Computer with Microsoft Office and internet access
Submit
• Email with Marketing Performance Report attached
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 their 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. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel 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.
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/tourism2020.html
You should also review the India 2020 Strategic Plan:
http://www.tourism.australia.com/content/dam/assets/document/1/6/w/s/t/2002061.pdf
Assume that, in 2017, you have been asked to report on performance using the market profile data at:
http://www.tourism.australia.com/content/dam/assets/document/1/6/x/g/l/2002917.pdf
Complete the following activities:
1. 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
2. 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.
3. 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.
Assessment Task 4 Checklist
Student’s name:
Did the student: Completed successfully Comments
Yes No
Use marketing metrics to provide a clear and detailed analysis of marketing outcomes against strategic objectives?
Analyse and report on success indicators of the marketing campaign using KPIs?
Analyse and report on gaps or over performance?
Provide a detailed and clear assessment of market changes since campaign was launched and impact on strategic marketing objectives?
Provide suitable recommendations for changes to objectives as required?
Task Outcome: Satisfactory • Not Satisfactory •
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