Qualification: BSB40215 Certificate IV in Business
Unit of Competency: BSBMKG413 Promote products and services
Assessment Due Date:
BSBMKG413 Promote products and services
This unit describes the skills and knowledge required to coordinate and review the promotion of an organisation’s products and services. It applies to individuals with a broad knowledge of the promotion of products and services specific to an organisation. They may have responsibility to provide guidance or to delegate aspects of these tasks to others.
Elements Performance Criteria
1. Plan promotional activities 1.1 Identify and assess promotional activities to ensure compatibility with organisational requirements
1.2 Plan and schedule promotional activities according to the marketing needs of the organisation
1.3 Determine overall promotional objectives in consultation with designated individuals and groups
1.4 Ensure that timelines and costs for promotion of activities are realistic and consistent with budget resources
1.5 Develop action plans to provide details of products and services being promoted
2. Coordinate promotional activities 2.1 Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of promotional goals
2.2 Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel
2.3 Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation
2.4 Use networks to assist in the implementation of promotional activities
3. Review and report on promotional activities 3.1 Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services
3.2 Assess effectiveness of planning processes to identify possible improvements in future activities
3.3 Collect feedback and provide to personnel and agencies involved in promotional activity
3.4 Analyse costs and time lines to evaluate the benefits accruing from the promotional activities
3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional activities
Evidence of the ability to:
• identify the context for the promotional activities including:
o relevant legislation/regulations
o organisation’s goals, objectives, systems, policies and procedures
o budget and timelines
o marketing needs and, if defined, marketing plans
o objectives of the promotional activities
• consult with relevant stakeholders to plan promotional activities to meet objectives, budget and timelines
• coordinate promotional activities including:
o allocation of personnel, roles and responsibilities
o sourcing other resources and promotional products as appropriate
o use of networks and relationships
• analyse feedback and data to evaluate the effectiveness of planning processes and promotional activities and make recommendations on future directions of promotional activities.
To complete the unit requirements safely and effectively, the individual must:
• outline the legislative and regulatory context of the organisation as relevant to the marketing plan
• outline the planning processes for organising promotional activities
• explain the organisation’s marketing objectives and how they support the overall business objectives
• explain how common promotional activities could be used to support the marketing objectives with reference to:
o client functions
o employee functions
o media announcements
o product launches
o web pages
Reading • Interprets, analyses and collates textual information relevant to promotional activities from a range of sources
Writing • Uses clear and specific language to develop formal and informal documents for different audiences in accordance with organisational requirements
Oral Communication • Actively participates in verbal exchanges of ideas and elicits the views and opinions of others by listening and questioning
• Uses clear and specific language to clarify, explain and present information relating to the promotional activity
Numeracy • Classifies, analyses and compares numeric information, including costs and timelines, relevant to the promotional activity
Navigate the world of work • Adheres to legislative requirements and organisational policies and procedures
Interact with others • Selects and uses appropriate conventions and protocols with a range of stakeholders to project a professional image while seeking or sharing information
• Recognises the importance of building rapport to establish and maintain positive working relationships
Get the work done • Sequences and schedules complex activities, monitors implementation and manages relevant communication
• Uses systematic, analytical processes in complex, non-routine situations, gathering relevant information and identifying and evaluating options against agreed requirements
• Evaluates effectiveness of decisions in terms of how well they meet stated goals
• Uses a range of digital tools to access data, and to extract, organise, integrate and share relevant information
To be deemed competent for this unit of competency, you are required to satisfactorily complete the following assessments:
• Assessment Task 1: Marketing plan
• Assessment Task 2: Promotional campaign
• Assessment Task 3: Final report
Your assessment will be required to be typed in Arial font size 12 only. You will provide your completed assessment for all of questions in one document and MUST be uploaded into MOODLE (No other method of submission will be accepted).
You are required to professionally format your document including spell-check and indicating each Task answer [e.g. Task 1 (a.) then the answer, Task 1 (b.) then the answer etc.] according to this Assignment requirement. You may lose marks if you have not spell-checked your document (as this is a professional formatting requirement, a business skill).
This assessment can be completed in one of several ways. Assessment candidates may identify unit requirement within their own work environment or organisation, or with reference to a scenario provided by the trainer/assessor.
Be sure to properly reference your sources of information using the Harvard referencing system. For more information go to:-
• Student Handbook - latest version
• Ask your Trainer/Assessor to provide you with this information
In order to determine if you are addressing this assignment adequately in terms of competency/comprehension (prior to due date) a draft copy of your assessment should be discussed during class time in consultation with your Trainer/Assessor. For this feedback/ support from your Trainer/Assessor, you will need to bring to class your “draft copy” with any evidence of the research you have conducted to produce the assessment.
If, as a student you feel you have special needs that require your Trainer/Assessor to apply a reasonable adjustment – please discuss this with your Trainer/Assessor at the beginning of the subject studies.
Your Assignment must:
a. Be of a professional standard (spelling, grammar, punctuation)
b. Size 12, Arial Font
c. 1.5 Spacing
d. All pages must have a Header/Footer with the following details:
o Student ID
o The course & unit of competency
o Page numbering
e. Title page
f. Index page
g. Body of work
How to upload your answered assessment into MOODLE
To upload your assignment into Moodle, follow these steps.
1. Log-in to Moodle and access the subject that you will be submitting the assignment in.
2. Locate the assessment you will be uploading into by scrolling down to the week that the assessment is due in and then click on the assessment submission link.
3. Click on the name of the assignment.
4. Click the Browse button.
5. Select the file and click Open.
6. Click the Upload this file button.
7. If you have more than one file, repeat the process (steps 4-6) to attach additional files up to the assignment's limit.
8. Once happy with your submission click the Send for marking button. The files are locked and the student can no longer delete, or upload more, files.
Note: The date and time of the submission is recorded when the files are sent for marking, not when they are first uploaded.
ASSESSMENT 1: MARKETING PLAN
The candidate must demonstrate the ability to develop a marketing plan for a product or service and present it as a proposal to a group.
Promotional activities must be undertaken for any products or services. The success or failure of the promotion often hinges on the research and planning that has preceded the promotion.
In this assessment, you must identify a product or service that you would like to promote. You must identify an audience for the promotion and develop a marketing strategy for the promotion based on marketing principles.
Finally, you must prepare a presentation (using PowerPoint) that summarises your strategy and proposed plan, and present this to your peers for review and feedback.
You can choose to do a promotion for any product or service, but keep in mind that in Assessment Tasks 2 and 3 you will need to access and obtain feedback from your target market. So be sure to have access to the market that you choose.
Tip: A product or service that is targeted at your peer group (students) will ensure that you have easy access to a target market for surveys, interviews, promotions and presentations.
1. Identify a product or service that you will promote.
2. Seek approval for this proposed product or service as appropriate for this assessment task by your facilitator/assessor.
3. Analyse the product or service, ensuring it is compatible with organisational requirements such as policies, standards, processes and guidelines.
4. Analyse the proposed market for your product or service.
5. Consult with your assessor, your expected audience or other relevant people to determine the objectives of the promotional activity.
6. Develop a plan for promoting the product or service based on this analysis, including a schedule that meets the marketing needs of the organisation and timelines and costings that are realistic.
7. Conduct a ten-minute in-class presentation where you explain your marketing plan, seek feedback and take questions from the group. Ensure that you interact positively with your audience during your presentation.
You must provide:
? a marketing plan
? a PowerPoint presentation delivered to your learning group.
Your assessor will be looking for:
? a marketing plan for the promotion that includes:
? explanation of product or service
? features and benefits of product or service, from a range of sources
? the target group for your promotion
? characteristics of the target group
? the proposed promotional technique, including costs and timelines
? reasons why this technique will be effective (quoting characteristics of the target group)
? explanation of how the marketing objectives will support overall business objectives
? explanation of how promotional activities support marketing objectives, with reference to:
– client functions
– employee functions – media announcements
– product launches
– web pages
? reasons why this technique will be cost-effective
? aims, purpose and objectives of the promotion
? budget plan (resources required) for the promotion
? outline of action plan for the promotion
? the identification and outline of legislative requirements relevant to the promotion
? organisational policies and procedures
? identification of the team required and their roles and responsibilities
? identification of the skills and technology required for the promotion.
? a presentation to the group that:
? includes a description of the findings above summarised in a PowerPoint presentation
? is delivered in 10 minutes or less
? includes follow-up questions and feedback encouraged from the audience
? is presented clearly and concisely, and checked for grammar and spelling
? is delivered in a professional, engaging and interesting way.
Option 1: Assessor as observer
The assessor can observe the learner conducting the presentation either face-to-face or online.
1. Meet with the assessor in person or online at the scheduled time and conduct the presentation.
2. The learner is to undertake their presentation with the assessor observing. Participants in the presentation can include friends, family, local club members, workmates, and so on.
3. Supplementary information or a follow-up interview may be required (at the discretion of the assessor).
Option 2: Video of the presentation
The presentation may involve skills that are too active or complex for video conferencing. This might involve skills or demonstrations of complex tasks.
In these cases, the learner may be able to video the presentation and send it to the assessor.
ASSESSMENT 2: PROMOTIONAL CAMPAIGN
You must demonstrate the ability to conduct promotional activities to support the promotion of a product or service.
All businesses need to promote their product or services. Promotions can take many forms, depending on the industry, the target market, and the product or service that you have chosen.
Your task is to implement the marketing plan that you developed in Assessment Task 1. This will involve developing promotional material and conducting promotional activities.
1. Review the marketing plan developed in Assessment Task 1, and finalise before implementing the campaign.
2. Identify and prepare the people and resources you will need to support you to implement the campaign, establishing roles and responsibilities.
3. Develop your promotional materials for the product or service that you have chosen.
a. Promotional materials can include:
iii. internet (email, websites, blogs, Facebook, Twitter)
v. a combination of the above.
b. Promotional activities can include:
i. SMS campaigns
ii. email campaigns
iii. web-based promotions
iv. functions, events and face-to-face promotions.
4. Conduct the campaign.
Note: Ensure that your assessor is included as part of your target market so that they can assess progress. For example, you will need to include your assessor in emails or SMS messages. Alternatively, if you are conducting a meet-and-greet display, you need to ensure that your assessor is available on the day of the promotion.
? develop promotional material
? conduct a promotional activity
? include your assessor in promotional communication.
Your assessor will be looking for:
? promotional materials that are developed for the target market, including:
? appropriate language
? appropriate visuals
? correct application of technology
? source of other resources and promotional products as appropriate
? a campaign that is professionally run, demonstrating:
? product or service is clearly identified, in response to marketing needs
? effective use of networks, and building rapport
? the promotion enhances the perception of the product or service.
ASSESSMENT 3: FINAL REPORT
You must demonstrate the ability to obtain and analyse feedback to assess the effectiveness of the promotion and the planning process, and identify possible improvements for future activities.
In the previous assessment tasks, you developed a marketing plan and conducted a promotional plan. Did it work?
A key business skill is the critical analysis of activities to identify their effectiveness. This is essential for any work activities, promotional or otherwise.
In this task, you will survey your target market and obtain their feedback on the campaign you conducted.
You will create a report on the presentation. It will contain summaries and an analysis of the collected feedback, planning processes and proposed improvements.
1. Design a survey instrument to evaluate the campaign conducted in Assessment Task 2.
2. Collect feedback using the survey instrument.
3. Analyse the feedback.
4. Prepare a final report.
You must submit:
? a copy of the survey instrument
? a final report.
Your assessor will be looking for:
? a clear, concise survey
? a summary of the feedback collected from a range of sources, and provided to others
? clear analysis of the responses
? evaluation of the impact and benefits of the promotion, in terms of how well the promotional activities met the stated goal
? explanation of marketing objectives and how they support business objectives
? assessment of the effectiveness of the planning processes
? recommendations that include specific changes for future promotional activities.
The final report should be structured in the following manner:
Part One – Executive summary
Part Two – Analysis
? An analysis of the feedback, including a table, chart or graph (e.g. using Excel).
? A review of the assumptions, strategies and processes, including planning.
? Cost analysis comparison, e.g. actuals with estimates, and timelines review.
Part Three – Conclusion
? Conclusions and recommendations based on the evidence included.
? Recommendations and proposals for improvements to future activities.
OVERALL ASSESSMENT RECORD
Unit of Competency: BSBMKG413 Promote products and services
Did the Student: Satisfactory
Include an explanation of product or service?
Include features and benefits of product or service from a range of sources?
Include the target group for their promotion?
Include characteristics of the target group?
Include the proposed promotional technique, including costs and timelines?
Include reasons why this technique will be effective (quoting characteristics of the target group)?
Include explanation of how the marketing objectives will support overall business objectives?
Include explanation of how promotional activities support marketing objectives, with reference to:
Include reasons why this technique will be cost-effective?
Include aims, purpose and objectives of the promotion?
Include budget plan (resources required) for the promotion?
Outline action plan for the promotion?
Identify and outline legislative requirements relevant to the promotion?
Include organisational policies and procedures?
Identify the team required and their roles and responsibilities?
Identify skills and technology required for the promotion?
Include a description of the findings above, summarised in a PowerPoint presentation?
Deliver the presentation in 10 minutes or less?
Encourage follow-up questions and feedback from the audience?
Present a clear, concise, grammatically correct and spell-checked presentation?
Deliver presentation in a professional, engaging and interesting manner?
Did the Student: Satisfactory
Develop promotional materials for the target market including:
Correct application of technology?
Sourcing other resources and promotional products as appropriate?
Develop a campaign that is professionally run, demonstrating:
Product or service is clearly identified in response to marketing needs?
Effective use of networks, and building rapport?
The promotion enhances the perception of the product or service?
Did the Student: Satisfactory
Include a clear, concise survey?
Include a summary of the feedback collected from a range of sources, and provided to others?
Include a clear analysis of the responses?
Include an evaluation of the impact and benefits of the promotion, in terms of how well the promotional activities met the stated goals?
Include explanation of marketing objectives and how they support business objectives?
Include assessment of the effectiveness of the planning process?
Include recommendations that include specific changes for future promotional activities?
Structure the final report in the following manner?
Overall Assessment Outcome: 0 Competent
0 Not Yet Competent