Assessment of Strategic Marketing Performance

This assessment requires students to evaluate and improve their strategic marketing performance by analyzing outcomes, identifying trends, and setting new targets. Students must analyze the performance outcomes following implementation of marketing activities, describe any changes needed to meet strategic objectives, explain successes or gaps in business outcomes as measured against KPIs, and identify causes and effects of these outcomes. The assessment also includes a counselling interview to address issues and achieve agreed objectives.

ASSESSMENT
GUIDE
BSBMKG603 Manage the marketing
process

BSBMKG603 Manage the marketing process
UNIT OVERVIEW
BSBMKG603 Manage the marketing process
This unit describes the skills and knowledge required to strategically manage the marketing
process and marketing personnel within an organisation.
It applies to senior personnel who are responsible for managing the overall marketing process of
an organisation, and for managing marketing personnel. Typically they manage a portfolio of
products or services across the organisation, rather than a single product or a few products.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements
To achieve competency in this unit students must demonstrate their ability to:
1. Manage marketing performance
2. Manage marketing personnel
3. Evaluate and improve strategic marketing performance
Performance Evidence
Evidence of the ability to:
 monitor marketing performance across an organisation by comparing performance against
key performance indicators
 effectively communicate marketing objectives to relevant personnel in accordance with
organisation requirements
 provide feedback, mentoring and coaching to staff
 capitalise on over-performance or minimise under-performance against marketing
objectives.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
 summarise economic, social and industry directions, trends and practices
 outline different organisational structures, roles, responsibilities and policies
 describe own/relevant industry product and service knowledge
 explain principles of marketing, strategic analysis and strategic management
 summarise statistical and data evaluation techniques to measure marketing performance.
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BSBMKG603 Manage the marketing process
INFORMATION FOR STUDENTS
General Assessment Information
This information is designed to provide you with a full overview of the tasks you need to
successfully complete to be deemed competent in this unit.
You must achieve a satisfactory performance in each of the assessment tasks in order to be
deemed competent in the relevant unit. Where necessary, the assessment tasks are divided into
parts or steps. These are designed to take you through a step by step approach to completing the
activities.
Instructions
First and foremost, please contact your assessor to discuss any necessary adjustments that may
need to be made prior to completing these tasks. The instructions for each of the assessment
tasks are logically sequenced. If you have any questions, contact your assessor immediately. If
there is a practical component to your assessment, you will need to discuss the arrangements for
its completion with your assessor in advance.
Assessment Cover Sheet
Once you have completed all of the tasks, complete the Assessment Cover Sheet, sign the
declaration and forward along with your documentation to your assessor. It should be uploaded
along with the assessment on to the RTO manager.
Submitting Assessment Tasks
All written assessment tasks must be typed and submitted with the provided cover sheet.
Your trainer/assessor will tell you when assessments are due. It is your responsibility to ensure
that assessment tasks are submitted on or before their due date.
Extensions for individual assessment tasks may be negotiated with your trainer in specific
circumstances. You must request this prior to the due date, and extensions due to illness will
require a medical certificate. Extensions will be confirmed by your trainer/assessor.
Where assessment tasks are submitted following the conclusion of the unit of competency without
a medical certificate or extension, a late submission fee for each assessment task will be charged.
Assessment Outcomes
There are two outcomes of assessment tasks: S = Satisfactory and NS = Not Satisfactory (requires
more training and experience).
You will be awarded C = Competent on completion of the unit when you have achieved S for all
completed assessment tasks and by meeting all the performance criteria. If you fail to meet this
requirement, you will receive the result NYC = Not Yet Competent and will be eligible to be re-
assessed according to George Brown College policy.
If you are deemed Not Competent by your assessor and require re-assessment, you will be
informed of the process. A fee may be charged according to George Brown College policy.
If all assessment tasks are not completed for a qualification, a certificate will not be awarded. A
Statement of Attainment for completed units of competency will be provided.
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Your Results
Your assessor is committed to providing you with detailed feedback on the outcomes of the
assessment and will provide guidance on areas for improvement. In most instances, you should
only need to complete the sections of the assessment that were deemed not satisfactory.
However, it is important to remember that depending on the task, it may be necessary to repeat the
whole task (for example presentations or the delivery of a training session).
You are entitled to view your results at any time by viewing them once they are uploaded on
RTOManager.
Reasonable Adjustment
George Brown College supports individual differences in the learning environment and provides
‘reasonable adjustment’ in training and assessment activities to support every learner. If you have
any special needs that make it difficult for you to complete your learning or assessments, you
should discuss this with your assessor beforehand and will be provided with reasonable
alternatives to assist you to complete the required tasks such as completing tests verbally or using
an interpreter.
What happens if you do not agree with the assessment result?
If you do not think the assessment process is valid, or disagree with the decision once it is made,
or believe that you have been treated unfairly, you can appeal. The first step is to discuss the
matter with your trainer.
If you still do not agree with the results, refer to the GBC Complaints and Appeals Policy and speak
to the Student Services Team.
Support
While we may not be in a position to assist you with language training or specific LLN training, our
assessors will work with you to ensure that you are supported throughout your qualification. If you
require individual tutoring this may attract an additional fee (see Student Handbook). Support may
be offered by your assessor, or for more specialist support you may need to contact GBC
administration.
A Note on Plagiarism and Referencing
Plagiarism is a form of theft where the work, ideas, inventions etc. of other people are presented as
your own. Information, ideas etc. quoted or paraphrased from another source such as the Internet,
must be acknowledged with “quotation marks” around the relevant words/sentences or ideas and
the source listed in brackets. You must also list the sources at the end of your assessment.
Sources of information, ideas etc. must be provided in alphabetical order by author’s surname
(including author’s full name, name of document/ book / internet etc. and year and place of
publishing) or may be included in brackets in the text.
As a general rule it is advisable to never copy another person’s work. Should it appear that a
student’s work has been copied or does not appear to be authentic, you will be asked to speak to
your Course Coordinator and required to re-submit it. A fee may be charged according to George
Brown College policy.
Contacting the RTO
If you should need further support or assistance please do not hesitate to contact The Student
Services Team.
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BSBMKG603 Manage the marketing process
ASSESSMENT
BSBMKG603 Manage the marketing process
There are two assessments for this unit:
1. Written Questions
For this assessment, you are to read the questions and respond in writing with the most suitable
answer. There are ten questions, all of which must be completed. Most questions require short
answers although some questions require a more detailed response. You may use various sources
of information including workbooks, internet and other documents, but must list and reference your
sources if other than your learning materials. Your assessor will advise you when this is due.
2. Project
For this assessment you are required to strategically manage the marketing process and marketing
personnel within an organisation. It is based on a business scenario of a chain of fashion stores.
There are three parts in this assessment. You must complete them all.
 Part A:– requires you to develop a marketing plan for the marketing activities, with clear
strategies and actions for the achievement of marketing objectives.
 Part B: – you are to identify personnel and allocate roles for implementing the marketing
activities, and to develop a communication strategy. You are also required to participate in
two role plays: one is a coaching session and the other a counselling interview .
For the coaching session, you will play the role of the marketing manager and another staff
member from the college will play the part of the other person. Your assessor will organise
this. The coaching session will take 8 – 10 minutes.
In the counselling interview, your assessor will play the role of the other party, with you
acting as manager. Roles are included in the assessment instructions.
This counselling interview will also take 8 - 10 minutes.
Your assessor will advise you when each of these role plays will take place.
There are role play observation checklists.
 Part C:- requires you to evaluate marketing outcomes based on additional business
scenario information, and to write it up in a report.
Your assessor will advise when this is due.
Assessment Schedule
Assessment Due Date
1. Written Questions
2. Project
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BSBMKG603 Manage the marketing process
ASSESSMENT COVER SHEET
Qualification: BSB61315 Advanced Diploma of Marketing and Communication
Unit of Competency: BSBMKG603 Manage the marketing process
Assessment: ☐ Written Questions
☐ Project
Due Date: Date Submitted:
If your assessment is being submitted after the due date, please attach a copy of the written
confirmation of extension received from your assessor.
Declaration: I have read and understood the following information at the
beginning of this assessment guide (please tick):
☐ Assessment information
☐ Submitting assessments
☐ Plagiarism and referencing
I declare this assessment is my own work and where the work is
of others, I have fully referenced that material.
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ASSESSMENT 1: WRITTEN QUESTIONS
Read the questions below and respond in writing with the most suitable answer. There are ten
questions. You must complete them all. Most questions require short answers although some
questions may require a more detailed response. You may use various sources of information
including your workbook, internet and other documents. You must cite your sources if you source
them from other than your workbook. Your assessor will advise when this is due.
Question 1
What are the five (5) main kinds of trends that impact on marketing? For each, give a current or
recent example.
1) Marketing funnel is shifting: businesses are starting to efficiently leverage content to
target niche audiences. Reaching out to customers that are more likely to be interested
in your brand is more cost-efficient, more sustainable and less time-consuming. Example:
Annmarie Gianni Skin Care is a skin care brand that believes in providing people with
‘natural, wild-crafted and organic skin care’. They knew people had interest in organic
skin care but they needed to build a successful sales funnel to find those people and
convert them into customers. Their sales funnel was super-successful. They created
social media profiles on Pinterest, Instagram, Facebook and Twitter. They published
interesting informational posts on skincare on their blogs and promoted them on social
media.
2) Content is everything: not to simply put content in front of people and hope they
respond to it, but rather to encourage them to share and engage with it. Example:
Amanda Foundation (a Los Angeles-area rescue organization) found a great way to make
gorgeous pictures of the animals under its care pay off, too. The group collaborated with
Getty Images to create a stock image collection using the photos the Amanda staff
routinely takes in its efforts to help homeless pets find loving homes. For every stock
image purchased from the collection, the Amanda Foundation receives a donation.
3) Chatbots are not going anywhere: Customer service is essential, but not everyone feels
comfortable talking to a real person on the phone or has the time to do it over email.
That is what makes chatbots so convenient. Example: Nordstrom is often highlighted as
industry leaders when it comes to customer service. Therefore, it’s no surprise that they
are hosting chatbots not only on Facebook Messenger but also on Kik.
4) AI continues to grow: Artificially Intelligence makes data analysis more efficient, can
target potential leads rapidly and can perform tasks that humans struggle with. Example:
Siri on Apple’s I phones. She helps us find information and send messages, give
directions and so on.
5) People are cautious about security: when it comes to their privacy, data and financial
details. Example: Adobe follows all the steps to be one of the first ranked companies
when it comes to protecting privacy.
Question 2
Outline an economic trend and its impact on marketing activities. Include a description of the
marketing options you identify. (Approx. 80 words)
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One economic trend I can outline is that Digital Technologies will continue to grow. Traditional marketing
used to reach customers was primarily in print or with TV and radio commercials. As the internet and
email were more commonly used, marketing also adopted them as a means of communication. Now,
most marketing plans use a combination of traditional methods (print ads in magazines, billboards, radio
and TV advertisements, etc.) and digital marketing (email blasts, banner ads, social media, Google ads,
etc). One of the draws of digital advertising is that it offers an instant connection to customers. Customer
service issues can be resolved faster through social media chats, customers become aware of sales and
promotions faster through social media feeds, and ads can target users based on very specific needs and
interests, helping them find solutions faster than before.
Social media chats: A platform that users join to share content with other members.
Social media Feeds: is a data format used for providing users with frequently updated content.
AI (Artificial Intelligence): is the simulation of human intelligence processes by machines, especially
computer systems and will offer continued connection from a company to their client base.
.
Question 3
Outline three (3) social trends and how these impact on marketing activities. (Approx. 80 words)
1) Influencer marketing is becoming an established element for the marketing mix. Influencers can
make thousands of dollars through paid sponsorships while brands are constantly seeking for the
best influencers for their campaigns. It impacts on marketing activities and it becomes more
critical to develop career and business strategies that makes sense and seize opportunities.
Companies will have to keep searching for good influencers, studying the market and its
tendencies to meat their goals.
2) Stories: Visual content in a vertical format that usually lasts for 24 hours. It became popular from
Snapchat and soon was copied by Instagram to turn into a global trend for people of all ages.
Their impact on marketing activities is for example a way to keep your most loyal followers
through this platform and reach new audiences. Another way to approach customers.
3) AI and customer service: Bots and automated messaging have already shown up in many brands’
customer service. 2019 will bring an improved adoption of AI as part of social customer service.
More brands should try to ensure that their customers are finding the answers to their questions
as fast as possible. The impact on marketing activities is that companies will have to update more
frequently their websites and information and follow market’
Question 4
Describe current marketing industry trends and how these impact on marketing activities. (100
words)
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Industry trend is important to a company’s success and significance. It helps an investor decides if a
company is a good investment and it helps a job seeker decides if an employment opportunity is a good
move. Trends provide data, analysis, statistics, references, considerations and guidelines. They are
patterns or trends that occur within a specific industry. These trends may relate to price, cost, consumer
purchasing, marketing, manufacturing and sales methodology. Trends occur within every industry and
can provide companies with important data to help them remain competitive in the marketplace.
Understanding how consumers purchase products can help businesses to make decisions. Therefore,
industry trends impacts on marketing activities. These patterns will influence the marketing department
to create strategies for price, product development and tendencies of the market. This way they will help
the business to stay competitive.
Question 5
(a) What is marketing?
Marketing, more rarely, merchandising, is the art of exploring, creating, and delivering value to meet the
needs of the market. It refers to the activities of a company associated with buying and selling a product
or service. It includes advertising, selling and delivering products to people.
(b) What is the marketing mix?
Marketing mix is a combination of factors controlled by a company that can influence consumers to
purchase its products. Refers to a set of actions, tactics used to promote a brand or a product in the
market.
Question 6
What are the ‘7Ps of Marketing? List them and provide a brief description of each. (100 words)
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1) Product: refers to what you are selling, including all of the features, advantages and benefits that
your customers can enjoy from buying your goods or services.
2) Place – The product should be available from where your target consumer finds it easiest to
shop. This may be High Street, Mail Order or the more current option via e-commerce or an
online shop.
3) Price – The Product should always be seen as representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main tenets of the marketing
concept is that customers are usually happy to pay a little more for something that works really
well for them.
4) Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social
Media are all key communication tools for an organisation. These tools should be used to put
across the organisation’s message to the correct audiences in the manner they would most like
to hear, whether it be informative or appealing to their emotions.
5) People: refer to the staff and salespeople who work for your business, including yourself.
6) Process: refers to the processes involved in delivering your products and services to the
customer.
7) Physical evidence: refers to everything your customers see when interacting with your business.
This includes: the physical environment where you provide the product or service, the layout or
interior design, packaging and branding. Physical evidence can also refer to staff and how they
dress and act.
Question 7
The typical structure of a large organisation consists of board, managers, supervisors and
operators. Describe what roles and responsibilities each of these have in relation to marketing
activities.
Personnel Roles and responsibilities
Board Seek to generate consumer interest and ultimately encourage spending on
a company's products or services. They help to lead a team to oversee a
consistent and active communication strategy to all stakeholders for
the purposes of recruitment, program messaging, fundraising,
awareness and branding. Contribute expertise to assist staff in
establishing organizational marketing, branding and communication
plans and initiatives.
Managers A marketing manager performs many duties aimed at developing and
implementing the long- and short-term marketing strategies of his
employer. He may be responsible for various products and services or
be in charge of a single product or service. A manager needs to have a
friendly and spontaneous nature. In accord with these attributes, he
needs to be highly focused, detail-oriented and very scrupulous of
meeting budget restraints and timelines.
Supervisors The role of a marketing supervisor involves coordinating all internal and
external marketing and promotional efforts including merchandising,
community relations, public relations, information, events, and demos.
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BSBMKG603 Manage the marketing process
A marketing supervisor also leads the marketing team in some
companies and prepares the marketing budget. Helping the team
understand performance targets and goals; Training or ensuring that
workers are properly trained for their specific roles; Scheduling work
hours and shifts. Coordinating job rotation and cross-training. Providing
real-time feedback on worker performance. Sharing company updates,
financial results and new objectives with team members. Assisting in
resolving emergencies. For example, a quality or a customer problem
may be escalated to the team supervisor for handling. Identifying and
resolving workplace problems, including tardiness or absenteeism.
Providing reports and activity updates to management. Assisting
in hiring and firing activities, although often the supervisor requires the
managerial approval of all new hires or terminations.
Operators A typical marketing operations director or coordinator has many
responsibilities, including measuring and evaluating marketing
performance, strategic planning, budgeting, developing and
improving the overall marketing process, selecting and implementing
marketing technologies, and providing professional development for
the marketing team. Therefore, the operations and marketing
relationship is really that of a partnership. Marketing ops focuses on
behind-the-scenes activity to ensure processes are running smoothly
and campaigns reach their goals.
Question 8
(a) What is strategic management?
Strategic management is the continuous planning, monitoring, analysis and assessment of all that is
necessary for an organization to meet its goals and objectives.
(b) What is strategic analysis?
Strategic analysis refers to the process of conducting research on a company and its operating
environment to formulate a strategy.
(c) What is a SWOT analysis? How can it help with strategic management?
A SWOT analysis is an incredibly simple, yet powerful tool to help you develop your business strategy,
whether you’re building a start up or guiding an existing company. SWOT stands for Strengths,
Weaknesses, Opportunities, and Threats. It’ll help with the Strategic Management to codify a strategy so
that you start off on the right foot and know the direction that you plan on going.
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Question 9
What are the five (5) key steps in marketing management? Briefly explain each step.
1) Define your business goals: A marketing strategy aligned with your highest-level business goals
and objectives helps you create awareness for your company and its products and services, drive
website traffic and leads, and generate new sales opportunities that meet your company’s target
audience profile.
2) Conduct a Marketing SWOT and Set Goals & Budget: use a smart marketing approach that builds
a marketing strategy and execution plan aligned to your business goals.
3) Collect data and information- Typically you will be gathering a mix of two types of data,
quantitative and qualitative. When doing that make sure the data is valid and objective.
4) Analysing the data. Be sure to write up a summary of the data including the process that
you followed. Write a marketing plan. Segment your target market geographic,
demographic, behavioural and psychographic.
5) Present your results and findings. You can now start to develop marketing campaigns.
Get all the resources together. Be aware of that your marketing research is never over,
the market is constantly changing. Trends are always evolving. Keep track on your
competitors, monitor them and observe their behaviour and actions.
Question 10
For each of the following statistical and data evaluation techniques you could use to measure
marketing performance, provide a brief description and an example of when you could use it.
Evaluation method Description Example
Statistical evaluation:
Sales results Sales results of the company helps to
identify the company marketing
position in the competitive market.
Number of sales reflect how much
company marketing policies is enough
to get the customer attraction towards
the company product or services. Sales
also helps to measure weather product
cover the all cost or not to get the
profit ratio for the company.
For an example: Return on
investment is the tool that helps to
evaluate the sales revenue for
example: Jennifer spent $1,000 on
an campaign that generated $5000
in sales Jennifer ROI is $4000 or
400%. This is the best KPI to
measure the effectiveness of all
marketing campaign that helps to
measure the quality of leads these
campaigns generate.
Market share Market share is very essential tool
to measure the actual company
market share as comparative other
competitors. That helps
organisations to also evaluate the
results of marketing performance.
For example: Apple Inc. launch
digital smart watch through
company get high market share as
compare to their competitors.
Cost compared to
sales
Cost compared to sell weather sale
covered the all expenses or cost or
not. If company get revenue or
covering all company cost. It would
For example: Microsoft expect
their total sales of $1,25,000 and
will pay salary to employees
$100,000 the percentage of the
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BSBMKG603 Manage the marketing process
Evaluation method Description Example
help for the company to give best
results to their marketing
performance and if not, it is the
sign when organization should need
to focus on their performance of
marketing plan.
result would be
$100,000/1,200,000*100 = 8%
this calculation can be done with
each expense and get the results.
This result helps to measure the
performance of marketing.
Financial performance It is the easiest way to evaluate the
company financial position.
Marketing sales helps to grow the
financial growth. If Marketing
positioning high it will reflect the
good on financial strength
otherwise not.
For example: financial
performance can be calculated
from cashflow, Working capital,
cost base.
Data evaluation techniques
Delphi techniques Delphi method is a process to arrive
at a group opinion or decision by
surveying a panel of experts. In
other words, it is the forecasting
technology which based on
multiple rounds of questions are
sent out of the group of experts.
For example: company use this
technique by given ranking
system from low to high. Give
ranking to single features
accordingly.
Model building Model building is the systematic
tool to set all things as per the
guidance and roles. It will help to
recontinue the process to measure
the overall marketing performance
of the company.
For example: company create a
new creative model to accomplish
the marketing objectives in a
systematic manner.
Surveys of intention Survey intention is another
significant activity or tool to
measure the performance of
marketing.
Conduct a survey with clients to
know the effectiveness of the
company marketing plan.
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BSBMKG603 Manage the marketing process
ASSESSMENT 2: PROJECT
Overview
For this assessment you are to demonstrate that you have the skills and knowledge to:
 manage marketing performance
 manage marketing personnel
 evaluate and improve strategic marketing performance
For this assessment you will need to strategically manage the marketing process and marketing
personnel within an organisation. It is based on a business scenario.
.
There are three parts to this assessment. You must complete them all.
Scenario
You are the Marketing Manager for a chain of clothing shops, Blue Sea Fashion.
Blue Sea Fashion was established in 2009 and specialises in male and female clothing and
footwear, with cutting edge fashion made to suit the Australian lifestyle. Clothing and footwear
are mostly Australian designed and made, although there are some imported ranges.
Accessories such as bags and jewellery are sourced from all over the world.
Company mission is to provide its customers with the opportunity to find clothing for any
occasion from everyday basics to evening clothing that is ethically made and suits the Australian
lifestyle.
The company has its head office in Melbourne and five stores in inner city Melbourne, as well as
two stores in inner city Sydney and three in Brisbane. The target group are essentially
professional, men and women aged 25 to 50. Not much is known about the existing customers
other than their age. The company is interested in knowing more about customers but not sure
where to start on this.
In the areas where the shops are based, there are a number of other similar stores and
competition is fierce within the fashion industry generally.
Products include a full range of clothing for men and women from casual to smart, formal. Shoes
sold are also casual, as well as formal. Product lines are changed frequently to introduce new
lines to reflect international and local fashion trends. Product lines also change by season. The
website does not currently identify new lines, although items on sale are included on a separate
page to sell off old stock. Price reductions are often included on sale items.
Pricing is at the medium range to high range with skirts and pants retailing between $80 to $200,
dresses between $100 to $250, tops between $80 to $200 and shoes varying from $150 to
$200. Men’s clothing includes pants and jeans at around $150 with tops and shirts from $80 to
$200. They also sell suits from $500 - $1000. There is a huge range of accessories including
jewellery, bags, scarves and hats within an extensive price range, and for men, satchels and
bags are around $150, and scarves and hats at prices depending on fabric.
One feature of Blue Sea Fashion is that each store will have a personal style advisor who is
available to assist customers in selecting and purchasing clothing that suits them, their budget
and their lifestyle.
Sales are predominantly made by Australians and the company does not have an international
presence as such.
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BSBMKG603 Manage the marketing process
The marketing plan was developed over 12 months ago and you are actively engaged in
implementing the strategies to achieve the marketing objectives. On average the stores
achieved $49,360 per week over the year. Specifically, you are instigating those marketing
activities that meet the marketing objectives of:
 Increase awareness of the company and motivate customers to buy. They want to stand
out from the crowd, have a strong brand image, and be known for their cutting edge,
unique Australian look.
 a 12% market share (up from 11%)
 an increase in sales by 8.5% over last year’s result.
Current marketing status is:
 Existing marketing includes through a web site, online store and Facebook.
 Results of marketing activities have not been measured.
 No specific marketing communication strategies or brand messaging.
 No specific market research to date.
 No expansion of stores is planned during this phase of consolidation.
 Budget allocation: the company has allocated 10% of its sales budget to marketing.
The next six months of the marketing plan calls for increased marketing to match the growth in
seasonal demand that occurs over the next twelve months. In particular, you should focus on
magazine advertising and PR, together with in-store promotions and web-based promotions.
You are assisted in the marketing role by Marie and Tony. Marie manages the advertising/PR
while Tony is a specialist search engine optimiser and webpage designer. You enjoy taking
responsibility for the in-store promotions because it keeps you connected with the key personnel
and the trends in merchandise category sales. In each store, the store managers communicate
marketing initiatives with store display and sales staff. Extend Marketing Consultants are also a
preferred supplier of market research, marketing audits and marketing consultancy.
The market for fashion clothing in Australia is estimated last year at $21 billion per annum with
an anticipated growth rate of ten percent in the coming year.
The next six-month campaign is designed to take advantage of growth in the fashion industry
and seasonal variations.
Some of the leading fashion magazines are selling advertising space with the opportunity of a
PR write up in their magazine and website. You see this as a key driver in achieving the
marketing objectives because you are aware that your major competitor is slashing their
advertising budget and putting what they have into sponsorships.
It is planned that the in-store displays will feature these advertising visuals and link the featured
products with other areas in Blue Sea Fashion product range. At the same time, the company’s
web page will also carry the advertising visuals on the home page and will use the PR copy in
article marketing on popular article content sites. The web page will be targeted towards the key
words found in the PR article and featured in the advertising of ‘cutting edge fashion’ and ‘look
fabulous’. These keywords will also be secured via pay-per-click traffic directing. The company is
also considering a Facebook page, though not sure about the value of it.
All advertising, PR and in-store displays will carry the web address line of ‘Find us at
www.bluesea.com’. To date, the webpage has simply been about company and product
information with a limited opportunity for customers to order and pay online as only a limited
range is available. This is one area that Extend Marketing Consultants has recommended to the
Board as an area that should be expanded in the distribution channel options. You have been
asked to fit this into the plans over the next six months.
Extend Marketing Consultants has also alerted the company to the fact that the strong Australian
dollar was making their imports cheaper to buy, putting pressure on the local suppliers to match
prices. As a result, some of your competitors have signalled a drop in the retail price of their
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BSBMKG603 Manage the marketing process
quality imported clothing. Imports were usually an area of high margins for the company and any
loss there could be a serious issue. Monitoring both the Australian dollar and competitor prices
has been set as a priority for the coming six months.
The Board has set a benchmark of 15% of new sales generated as an appropriate customer
acquisition cost. This is a KPI that the Board wants monitored along with the market share
percentage.
Tasks
Part A: Managing marketing performance
When managing the marketing effort, you need to ensure that it is directed towards areas of
greatest potential for the business. You are required to develop a marketing plan for the marketing
activities, with clear strategies and actions for the achievement of marketing objectives.
1. To start, clearly describe the products and services offered by Blue Sea Fashion.
The products and services offered by Blue Sea Fashion are comprehensive range of male
and female clothing which includes suits, formal and casual wear, footwear and bags
accessories.
2. Examine the scenario brief above and identify and describe three (3) activities that show
the potential for the business, within the established marketing objectives.
The three main activities showing potential for the business are in store displays, which clearly
promote the web address. The company’s web page will also carry the advertising visuals on the
home page and will use the PR copy in article marketing on popular article content sites and the
company is also considering a Facebook page, though not sure about the value of it.
3. Now, describe the range of marketing, promotional and sales activities being offered
currently and new opportunities which can be included and rolled out.
As described above on answer for question number 2, they have in-store displays that will feature
advertising visuals and link the featured products with other areas in Blue Sea Fashion product
range. At the same time, the company’s web page will also carry the advertising visuals on the
home page and will use the PR copy in article marketing on popular article content sites. The web
page will be targeted towards the key words found in the PR article and featured in the advertising
of ‘cutting edge fashion’ and ‘look fabulous’. These keywords will also be secured via pay-per-click
traffic directing. The company is also considering a Facebook page, though not sure about the
value of it.
All advertising, PR and in-store displays will carry the web address line of ‘Find us at
www.bluesea.com’. To date, the webpage has simply been about company and product
information with a limited opportunity for customers to order and pay online as only a limited range
is available.
Opportunities that can be included and rolled out are marketing campaigns throughout outdoors,
flyers and several fashion magazines.
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BSBMKG603 Manage the marketing process
4. Prepare summary describing how the range of marketing, promotional and sales activities
across the company including within each shop can be integrated to ensure the
achievement of the established marketing activities. Give clear strategies and examples.
Use the information provided in the business scenario. (approximately half a page)
Using the full range of marketing activities that will be implemented in all stores using online direct
marketing, integrated sales and in store promotions.
Answer: In order to promote the marketing activities and promotional strategies of the company
product will help to define the new range of style and effective productive outcomes. Besides, it will help to
measure the new management task to identify the new range of style to promote the business into more
effective channel. In other words, all kinds of organizations and firms tend to adopt all different marketing
activities to get the higher market trends opportunity growth. Such as advertising activities, online marketing,
store promotions etc. this includes all promotional activities and adopt the different range of new
promotional goals.
The main purpose of the marketing is to enhance the popularity of business product at global
context.so that, this is all the marketing strategies helps in business scenario. On the other hand, sales activity
is the process where company finally transfers the product to end consumer at some particular price, place,
with some physical evidence, etc. so all this activity of sales will help somewhere to get the market growth.
5. Identify the Key Performance Indicators by which you will measure success of the
marketing activities. List the potential metrics you could use.
Answer:
Cost per lead: In order to measure success of marketing activities. Organization needs to
calculate customer acquisition with inbound marketing. In order to calculate inbound marketing,
it requires some relevant costs such as Human Resource, General overhead etc. same for
outbound are advertising cost, Marketing and Manpower etc.
Customer Life time: It is another marketing KPI can adopted by the firm to evaluate
customer value than reach out to the current clients.
Formula: Average sales per customer* Average number of times a buyer buys per
annum* Average retention time in months for a typical customer
Traffic to lead ratio: this tool calculates the website traffic of the company. Its calculate
weather it is direct, organic, social media or referrals is extremely important.
6. You now need to determine how you will monitor the product, distribution, pricing and marketing
communication policies in relation to market changes, marketing plan objectives and organisational
requirements. Monitoring progress will also involve an evaluation of statistical and data techniques
to measure marketing performance.
(a) Distributing and pricing:
Review the proposed models for distribution and pricing of the product, and describe how this
should be adjusted to allow for the market fluctuations (as identified in the business scenario).
Provide a plan for how distribution and pricing can be monitored over time, in relation to market
changes and adjustments in organisational requirements (as described in the business scenario),
to create monitoring reports for your organisation.
(b) Key Performance Indicators (KPIs) and metrics:
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Include in your marketing plan a strategy for how progress (using the metrics of return-of-market-
investment and market share) can be measured against performance targets, to ensure that
marketing requirements are being met.
6. Ensure that your marketing plan includes all the above information and is structured
appropriately with relevant headings. (one to two pages)
Answer: In order to ensure the marketing plan company can adopt different methods such
as monitoring, measuring, feedback and to check the final outcomes. This all process or
methods helps to ensure whether company product get success or not.
Part B: Managing marketing personnel
You now need to manage the personnel who will be involved in the marketing process. This will
involve allocating tasks and roles, communicating with them and providing coaching and support
as required.
1. You first need to identify the staff who will be involved in implementing the marketing activities.
Make a list of all personnel who will be involved and next to them, identify the roles and
responsibilities that they will undertake in the marketing activities. Include any contractors that you
may need to include. Document this in the form of an action plan.
2. Send the plan to Marie and Tony and anyone else you identified with an accompanying email,
requesting their feedback and support. Adjust the plan to accommodate any changes suggested.
For the purpose of this assignment, you need to send it to two other classmates and seek and
obtain feedback. Their comments need to be in writing. (You will need to provide feedback to
action plans of other students.)
3. You now need to communicate the strategic marketing objectives across the organisation in
ways suited to levels of knowledge, experience and specific needs of personnel.
(a) Develop a communication strategy to ensure the persons responsible for each element in the
marketing mix will be able to work together to achieve the company’s marketing objectives
(b) Develop a brief which clearly outlines the marketing goals and message, tailored for each of the
following:
 the advertising person
 the IT person
 the display and sales staff.
4. Role Play - Coaching
You know from experience that the marketing and promotional activities you have planned for Blue
Sea Fashion are going to put pressure on your team. You now need to be sure that each person
involved has the capacity and understanding to go ahead with performing their role in this
marketing strategy. You find that you need to provide some coaching to Marie. Read the following
situation and then conduct a coaching session.
Situation 1:
Marie achieved outstanding results in her university degree. However, her lack of ‘real world’
experience makes her uncertain and she lacks confidence to make decisions. You have agreed
to be her coach and mentor. She has come to you recently for help and discussed with you a
significant range of issues she wanted help with.
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She has often commented that having you as a coach has given her a safe place to offload
some issues that bothered her and a place where she can get unbiased, confidential support.
She is also appreciative of you when you provide her with opportunities to further develop skills
she already has, particularly in areas of sales and advertising. She is a keen learner and wants
to learn new skills as they relate to marketing. She has especially asked for more knowledge in
web design and web marketing but every approach to Tony has been rejected flatly, sometimes
with what seems like distain.
One of the most important aspects of the coaching and mentoring for Marie is the opportunity to
get a fresh perspective on ideas and to seek out advice, suggestions and options from an
experienced person like you.
Conduct a coaching session with Marie.
This will be a role play. For the purpose of this, another team member from the college will play the
part of Marie. Your assessor will observe the role play. You will have 8 – 10 minutes for the
coaching session. In the role play you need to:
 Assist her to address her desire to improve knowledge about IT and web marketing
 Assist her to gain confidence in her own ability in PR and advertising and to gain
experience in this area.
ROLES:
Marketing manager: You need to try and build up Marie’s confidence. You cannot see that Tony is
the right person to teach her about digital marketing and think maybe she needs to do a course.
Marie: You love your job and want to progress but are worried about your ability to understand and
learn about future marketing activities and in particular, digital marketing.
5. Role Play - Counselling
Tony’s approach to the job is quite different to Marie’s and is causing some concern.
Situation 2:
Tony is not a keen learner of other forms of marketing apart from internet and digital marketing
which he often calls ‘the only future of marketing’. He sees his knowledge as his own intellectual
capital and is never keen to share it with anyone. His teaching method is full of jargon and he
shares knowledge at a speed that makes learning even more difficult.
He often presents ideas for digital marketing that would certainly boost traffic to the site but
which you believe are unethical under the company’s ethical standards. So, you don’t approve
them.
This rejection of some of his ideas sees him less keen to participate on more general marketing
activities like store visits. In your mind, Tony needs to correct his attitude if he is to perform his
job effectively.
It has recently come to your attention via an Extend Marketing consultation, that Tony has linked
the company website to a personal styling service offered by a person who is a friend of Tony’s.
You did not know about or approve of this. You need to address this and other issues related to
Tony.
You realise that you need to speak to Tony face-to-face. Arrange a meeting with Tony to counsel
him.
This will be a role play in which your assessor will play the role of Tony.
Your aim is to bring up each of the issues, seek Tony’s view point, put your company’s position
and agree on corrective actions.
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This counselling interview will take 8 - 10 minutes. Your assessor will advise you when this will
take place.
ROLES:
Marketing Manager: You are aware of Tony’s skills and capabilities in advancing digital marketing
but need also to have a team who can get on well together. You are appalled that he has linked the
company site to a service offered by a person who is a friend of his.
Tony: you are keen to get involved in digital marketing as you believe it is the best way forward. It
is annoying that you have to keep explaining things to Marie as she doesn’t seem to understand
anything related to IT.
You see great opportunities to link various sites to the company website. You think this will provide
benefits two ways.
Part C: Evaluating and improving strategic marketing performance
Having implemented your marketing processes, you now need to:
 analyse the marketing outcomes
 review the strategic objectives and marketing metrics for the next phase and
 revise targets in the plan if required.
Read the following scenario and complete the tasks. You will also need to re-read the scenarios in
Parts A and B to complete this.
Six months later, Extend Marketing Consulting provides you with a report on the fashion market
in Melbourne, Sydney and Brisbane. Their latest estimate is that the market for this fashion
clothing niche in the Brisbane market is $796 million per annum up from $700 million per annum
last year. The predicted growth was 10% for this year. Melbourne had a similar growth pattern.
Extend Marketing said that the large increase in interstate migration was increasing the growth
and consequently the clothing sector. Extend Marketing expects this trend to continue for at
least the next five years.
You print a copy of the latest store averages and note that the average weekly sale for the 3
Brisbane stores and 5 Melbourne stores has grown to an average of $56,400 per week per
store. Expectation was 8.5% Growth on $49,360 per week per store. Market share was targeted
at 12%.
You also check the latest market expenditure report to see the amount of money invested in
marketing activities to get the stores to this new level. You note the following expenditure over
the past six months.
Advertising $250,000, PR $30,000, in-store promotions $60,000, internet marketing $100,000.
You believed that the extra expenditure in web marketing was justified in preparation for the
expansion in on-line merchandise sales that will be included in the next marketing period. You
also believe that there is a need for the company to shift more of its marketing budget into web
marketing activities in line with the industry trends.
With a growing market you believe that by maintaining market share the company will get solid
and controllable growth. Pushing for increased market share in a growing market could cause
customer service and management issues.
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You are now to read the current situation and write a report in which you analyse the successes
and performance gaps. (Your report must be one to two pages.) The report is to be aimed at the
company’s Board and CEO.
1. Analyse the overall outcomes and any changes that have occurred:
(a) Analyse the changes in marketing outcomes, using ROMI and market share metrics.
Answer: This is will help to discover the new range of new style and making the best
advantageous goals and objectives in order to beat the best advantegious goals. Return on marketing
investment or ROMI is a metric used in online marketing to measure the effectiveness of a
marketing campaign. Return on investment is the contribution to marketing invested or risked.
Apart from that, it also helps to discover the new emerging market channel in order to beat the best
marketing objective performance.
(b) Describe any changes, if required, to meet the strategic objectives.
Answer: In order to build the effective action plan in order to meet out the best developing
plan that affect the business and goals and objectives to build up the new business and managing
successful brand to get the best outcome results. In order to build up the new emerging market
opportunity it is required for the company in order to meet out the best developing and effective
goals
2. Measure the outcomes against the Key Performance Indicators, (ROMI and market share
metrics)
(a) Explain any success or performance gaps in the case study as measured against the KPIs.
Answer: In order to evaluate the long range of new style of product will help to discontinue
the measuring style growth. In order to fill the performance gap, Company should need to acquire
some more marketing activities in order to acquire new web technologies trend and style of growth.
Performance gap helps to adopt the new current trend and new marketing opportunity to develop
the new product or services.
(b) Identify what you believe are the causes and effects of any successes or gaps.
Answer: As per the scenario it has been believed that, company get success in the market by
launching the new effective product or services in the market it helps to disclose the best
opportunity and growth. Besides, the main cause that success cannot be achieved is lack of proper
planning and resources that helps to fill the gap. Besides, effect of success helps company to meet
the company needs and effective sales to earn money.
(c) Describe marketing outcomes and how you could improve strategic performance.
Answer: In order to meet the marketing objective and strategic marketing goals. company
should need to follows the all required activities in order to get the market success. In order to
improve strategic performance. Company should need to acquire latest web series and acquire new
techniques to enhance the new quality outcomes.
3. Examine target and achievement against them and readjust if necessary:
(a) For any identified over-performances against the targets, describe the trends and reasons for
these, and:
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BSBMKG603 Manage the marketing process
Answer: In order to meet the marketing performance and effective learning channels and make the
best outcome results and growth. Company needs to meet the customer demand and also analyse the
best resulting sources and meet the new managing successful business and effective learning styles.
(b) Set new targets for the next 12–18 months.
Answer: In order to start the new market opportunity and also affect the business growth
and also start up the new managing successful business marketing opportunity. Apart from that, it
also helps to discover the new emerging market opportunity.
At initial month company should need to evaluate the market analysis in order to identify
the potential market. In first month the main target of the marketing is to research and analyse the
latest trend and needs of the customers. In next two to three months, target of the marketing
manager is to generate inbound marketing efforts to analyse some business opportunity for web
series. In next fourth month another target of the company is to determine how many sales company
need to hit those revenue goals. for that, organization requires to collect some data or information.
In next sixth month the next target is to measure the closing rate and how many opportunities
company need. In next six months company focused on to create and implement the all plans and
get follow up the all marketing activities to earn productive profitability ratio.
4. Write a conclusion in which you analyse overall changes in market phenomena and identify their
impact on strategic marketing objectives.
Answer: As per the above report scenario and study, it has been concluded that, how much
marketing activity is required to fulfil the company goals and objectives. Besides, study also
explained about the formula or concept of ROI in business term. Without marketing concept
company could not connected with the customers at all. Another managing working
5. Review your report ensuring that it is clear, structured correctly with appropriate headings, and
submit the report to your assessor.
Answer: As per the review of the whole report it has been clearly referred that marketing activity
plan is the most helpful channel and process which occurred positive growth to the company. Study
explained the all terms of marketing and sales activity in order to met the study criteria by explaining
different models and terms of marketing.
Assessment Criteria
Your assessor will be assessing you against the criteria in the attached Marking Guide.
Requirements
You will need to submit the following for this assessment:
 A management plan for the marketing activities, with clear strategies and actions for the
achievement of marketing objectives (Part A)
 An action plan listing personnel involved in marketing activities (Part B)
 Feedback on action plan from key personnel (Marie and Tony and two classmates in role of
employees)
 Adjusted action plan
 Communication strategy
 Briefs to communicate marketing goals and message, for:
o the advertising person
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o the IT person
o the display and sales staff.
 A marketing performance report (Part C)
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ASSESSMENT 2: PROJECT MARKING GUIDE
Unit of competency: BSBMKG603 Manage the marketing process
Did the student satisfactorily overall: Yes No Comments
Part A: Managing marketing performance
Develop a marketing plan for the marketing
activities, with clear strategies and actions for the
achievement of marketing objectives one to two
pages)?
Clearly identify the products and services offered
by the business?
Manage marketing effort to ensure it is directed
towards areas of greatest potential for the
organisation, including:
 three activities that show the potential for
the business, within the established
marketing objectives?
Identify and describe the range of marketing,
promotional and sales activities being offered
currently and new opportunities which can be
included and rolled out?
Identify and describe how the range of marketing,
promotional and sales activities will be integrated
in order to achieve established marketing
objectives (approx. half page)?
Manage and document how product, distribution,
pricing and marketing communication policies
will be monitored according to market movements,
marketing plan objectives and organisational
requirements?
Identify the Key Performance Indicators and
metrics by which success of the marketing
activities can be measured?
Provide a plan for how distribution and pricing can
be monitored over time, in relation to market
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BSBMKG603 Manage the marketing process
Did the student satisfactorily overall: Yes No Comments
changes and adjustments in organisational
requirements (as described in the business
scenario), to create monitoring reports for your
organisation.
Develop a strategy for how progress can be
measured against performance targets, to ensure
that marketing requirements are being met,
including use of metrics of:
 of return-of-market-investment and
 market share?
Prepare detailed documentation using appropriate
terminology and format to convey clear messages
to team members?
Part B: Managing marketing personnel
Identify roles, responsibilities and accountabilities
of staff and contractors involved in all elements of
marketing effort and produce an action plan?
Seek agreement and feedback on allocated roles
in the action plan and adjust it as required?
Communicate strategic marketing objectives
across the organisation in ways suited to levels of
knowledge, experience and specific needs of
personnel including:
 Communication plan to identify who needs
to be contacted
 Brief tailored to each person and job role?
Develop a brief which clearly outlines the
marketing goals and message?
Take into account audience, purpose and
contextual factors when making decisions about
what to communicate with whom, why and how?
Provide mentoring, coaching and feedback to
support individuals, and achieve agreed
objectives, using appropriate communication
techniques (as per Observation Checklist)?
Identify individual and team performance, and
instigate corrective action promptly where
required through conducting a counselling
interview to address the identified issues?
Participate in a counselling interview to correct
issues and achieve agreed objectives, using
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BSBMKG603 Manage the marketing process
Did the student satisfactorily overall: Yes No Comments
appropriate communication techniques (as per
Observation Checklist)?
Part C: Evaluating and improving strategic marketing performance
Analyse the performance outcomes following
implementation of marketing activities
including:
 Analyse the changes in marketing
outcomes, using ROMI and market
share metrics.
 (b) Describe any changes, if required, to
meet the strategic objectives?
Explain any success or performance gaps in the
business outcomes as measured against the KPIs
including:
 explain any success or performance
gaps in the case study as measured
against the KPIs above.
 Identify the causes and effects of any
successes or gaps.
 summarise marketing outcomes and
how strategic performance could be
improved?
Analyse over performance against targets for
trends and as appropriate:
 identify trends and reasons for these
 set new targets for next 12 – 18 months?
Analyse overall changes in market phenomena,
and identify and document their impact on strategic
marketing objectives in the report conclusion?
Produce a report of one to two pages that:
 Uses correct terminology
 is structured correctly with appropriate
headings
 conveys a clear message to the
audience?
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BSBMKG603 Manage the marketing process
Feedback to student:
4. Review your report ensuring that it is clear, structured correctly with appropriate headings, and
submit the report to your assessor.
ASSESSMENT 2: ROLE PLAY OBSERVATION SHEET
Unit of competency: BSBMKG603 Manage the marketing process
Did the student satisfactorily: Yes No Comments
Role Play 1: Coaching session
Conduct a coaching session of with the employee
in order to achieve objectives including:
 Assisted her to improve knowledge about IT
and web marketing?
 Assisted her to gain confidence in her own
ability in PR and advertising and to gain
experience in this area?
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BSBMKG603 Manage the marketing process
Did the student satisfactorily: Yes No Comments
Use appropriate, clear, non-technical vocabulary to
articulate information and support the employee?
Use appropriate, empathetic body language to
support the employee?
Use effective communication techniques to confirm
understanding of the employee’s goals and point of
view including:
 active listening
 questioning?
Collaborate to achieve joint outcomes and agreed
objectives?
Achieve outcomes within the allocated timeframe
(8 – 10 minutes)?
Role Play 2: Counselling interview
Conduct a counselling interview with the employee
in order to achieve objectives including:
 Address the issue of his lack of cooperation
with the other team member
 Address the issue related to the website
link to his friend’s product
 seek the employee’s view point
 put the company’s position and agree on
corrective actions?
Use appropriate, clear, vocabulary to articulate
information?
Use appropriate body language for counselling to
achieve outcomes in line with company goals and
policy?
Use effective communication techniques to confirm
understanding of the employee’s point of view
including:
 active listening
 questioning?
Collaborate to achieve joint outcomes and agreed
actions?
Achieve outcomes within the allocated timeframe
(8 – 10 minutes)?
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