BSBMKG501: Identify and Evaluate Marketing Opportunities Assignment

Identify and Evaluate
Marketing Opportunities

1. Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG501 Identify and Evaluate
Marketing Opportunities.
This Student Assessment Workbook is where you will write all your responses for the
knowledge questions and simulation tasks. Please refer to the Student Assessment Guide for
more information.
This assessment has the following two events:
Assessment
Workbook
BSBMKG501
Identify and Evaluate
Marketing Opportunities

To complete the Simulation, you will need to refer to the following resources:
Please note that your responses for both assessment events can (where appropriate) use dot
point format. See below an example of a dot point response and a full sentence response.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
 complete all of the questions and tasks listed in the Student Assessment Workbook
 meet all the requirements listed in this Student Assessment Guide
 your responses to the questions and tasks must be relevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessor within the set
time-frames
 your work must be in your own words
 where you use an external source of information, you must provide citation.
Assessment Event 1 – Knowledge Questions:
There are three questions that will provide us with evidence of your general knowledge of
legislative requirements in marketing operations, principles of marketing and marketing
mix, and statistical techniques to evaluate marketing opportunities.
Assessment Event 2 – Simulation: Emu Fitness
You will complete a number of tasks that will provide us with evidence of your
skills with reviewing then planning the implementation of marketing opportunities
within the fitness industry. These tasks will be based on your role as a Marketing
Specialist in a simulation with an organisation called Emu Fitness that operates in
the fitness and health sector.
Strategic
Marketing
Review
This document is used in Task 1.1 where you will review the
current market and potential opportunities.
ROI and Cost
Template
Excel template used in Task 2.3 where you will calculate the
probable return on investment for each of your proposed marketing
opportunity.
Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence
format
When you are preparing for a presentation, there are a number of
tasks that must be carried out. These are listing the outcomes that you
want to achieve, followed by the identification of the needs of your
audience. When you have completed these two tasks you then check
on the room that you will be conducting the presentation in.

2. Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG501 Identify and
Evaluate Marketing Opportunities. It is important that you understand this assessment before
taking on the questions and tasks. To confirm that you have been given this overview, we ask
you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to
confirm your understanding or ‘N’ if you disagree. In case you disagree with an item, please
provide your reason under the ‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This
acknowledges that your Trainer/Assessor has discussed all of the information with you prior
to undertaking this assessment.
Pre – assessment Checklist
C
o
m
m
e
n
t
s
Y
  N I, the student, understand the purpose of the assessment.
Y
  N I understand when and where the assessment will occur, who
will assess and in what format the assessment will be submitted.
Y
  N I understand the methods of assessment.
Y
  N I understand what resources are required to complete this
assessment.
Y
  N I understand the performance level required for each assessment
event.
Y
  N
I understand that it must be my own work. I have been
explained and understand the serious consequences in case this
work is found plagiarised.
Y
  N I understand the process if I am deemed not yet competent.

Student Full
Name
Student ID Student
Signature
Date

3. Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to
develop a written response. These questions are theoretical and provide evidence of your
understanding of legislative requirements in marketing operations, principles of marketing
and marketing mix, and statistical techniques to evaluate marketing opportunities.
Note you must answer these questions in your own words. Remember, you must get a
satisfactory result with each question to be deemed satisfactory for the whole of Assessment
Event 1.
1. Question 1
Outline key provisions of relevant legislation, codes of practice and national standards
affecting marketing operations.
Write your response into the table:
Legislation/Codes/
Standards
Summary of Key Provisions
1. Association for Data-
Driven Marketing and
Advertising (ADMA)
The ADMA is marketing code of practice that sets leading
industry standards which are relevant and also allow for
future development and growth. This code meet all the
current needs of industry like future proof approach and
flexible approach to self regulations (Sawhney and Miniati,
2017).
The ADMA code was developed for setting standard of
conduct for the marketers in order to reduce the risk of
breaching regulation provisions. This also helps in
promoting a best practice culture and serves as benchmark
that settles disputes and also increases the confident for
doing business with members of ADMA who are bounded
by the code provisions. Thus, this code of practice
influences and affects the marketing operations and
practices of the business.
2. Australian
Communications Media
Authority (ACMA)
Australian Communications Media Authority is the
government body that is responsible to regulate the radio-
communications, broadcasting, online content and
telecommunications. The roles and responsibilities of
ACMA also includes promoting of the self-regulations and
the competition while protecting the customers and also
other users.
Therefore, the business and its marketing operations may
get influenced and affected due to practices and standards
of the government bodies.
3. Advertising Standards
Regulation in Australia
The Advertising Standards Bureau focuses on administering
the advertising system and self-regulations of the Australia

through the Advertising Standards Board and also the
Advertising Claims Board. The Advertising Standards
Board websites includes guidance and links for the member
public for complaining in relation to any particular adverts
within the Australia (Cirillo and et.al., 2016).
The self-regulation system focus on recognising that
advertisers share common interest for promoting customer
confidence in and also respect for the respect the
advertising's general standards.
The Advertising Standard Board aims at providing free
public service in relation to resolving the complaints. It
focus on providing determinations on the complains about
many forms of the advertising in respect to issues as well.
Thus, these standards and regulations affects and influences
the marketing practices and operations of the businesses.
4. Content Marketing
Associations (CMA) The Content Marketing Association is agency professional
group that is committed for establishing standards and
codes of practice and also expands the boundaries for the
industry of content marketing (Rundh, 2015).
The members of the CMA needs to conduct their marketing
affairs in ethical and professional manner and in accordance
with current codes of practices of the Content Marketing
Association (CMA). All the members have the positive
duty for observing the highest standards within the content
marketing practices. Thus, it can be said that such practices
can affect and influence the marketing operations of the
business.
5. Australian Competition
and Consumer
Commission (ACCC)
The ACCC is the national agency of the Australia's Federal
government that deals generally with the competition
matters. The ACCC promotes competition and also fair
trade within the market place for benefiting the customers,
business and community as well. The marketing operations
of business may get influenced and affected due to the
Advertising and Selling Guide for the businesses.
6. Direct Marketing Code of
Practice The Association for Data-Driven Marketing and
Advertising (ADMA) and its Code of Practice focuses on
providing agile and principle-based compliance framework
which places the interest of customers at its core. It also
provides guidance and support to marketers that they need
for making responsible decisions regarding the technology,
data, content, customer experience and creativity.
The direct marketing code of practice helps the direct
marketing industries for gaining the interest of customers
(Shepherd and Zacharakis, 2018).

Therefore, these code of practices leads to bring influences
on the business and its marketing operations as well.
7. Australian Association of
National Advertisers
Australian Association of National Advertisers (AANA) is
a peak national body that champions the advertiser's of
Australia. This national body exists for inspiring and
promoting the innovative, responsible and respected
marketing, through the commitment for sustainable
industries collaboration. And thus, it brings influences on
the marketing operations as well.
8. Australian Consumer
Law The Australian Consumer Law covers the customer
guarantees which needs to be considered by the marketing
professionals and particular attention needs to be also paid
(Ajdari, Soltanifar and Ansari, 2016). This is related to the
marketing as it covers the topic about what is actually
described or promised in the marketing message or contents
to the customers before the purchase is made. Therefore, it
can be concluded that this law leads to bring affects on the
marketing operations of the business.
9. Do-Not-Call legislation The new telemarketing law or legislation of Australia
named as Do-Not-Call legislation came into effect from 31st
may 2007. The Australian Communications and Media
Authority regulates the Do-Not-Call legislation. The law
describes that it is considered as illegal if telemarketers are
calling to Australian phone numbers which are for domestic
and personal use. And also if the owner of the number has
put telemarketers on the do-not-call register. Therefore, this
legislations leads to bring affects and influences on the
marketing operations of business (Cirillo and et.al., 2016).
10. Anti- Spam Legislation The Anti- Spam bill was introduced to the Australian
Federal parliament in the September 2003. The legislation
describes that it is considered as the civil offence is the
business uses address harvesting software for constructing
the distribution list of the recipients or any list framed in the
same way. This has also became as a common practice for
the email marketing companies. Thus, the marketing
operations of business gets affected by this legislation.
2. Question 2
Explain principles of marketing and marketing mix.
Write your response into the table: