Manage the Marketing Process - Assessment Guide for BSBMKG603

This assessment guide provides information on BSBMKG603 unit which describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation. It includes two assessments - written questions and a project. The written questions cover topics such as trends impacting marketing, economic trends and their impact on marketing activities, and more. The project requires students to develop a marketing plan, identify personnel and allocate roles, and evaluate marketing outcomes based on a business scenario.

ASSESSMENT
GUIDE
Student
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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BSBMKG603 Manage the marketing process
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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ASSESSMENT COVER SHEET
Student Name:
Student ID:
Contact Number:
Email:
Trainer / Assessor Name:
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.
Name (please print) Signature Date
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BSBMKG603 Manage the marketing process
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.
Increasing complexity in consumer buying decisions- Customers utilise all kinds of media to
make shopping decision from YouTube to Facebook and it is becoming more tough to put the
individual that purchase certain goods in to a box than it utilised to be. Customer categories such
mainstream, or high and low and are beginning to disappear. Segmentation is getting ore and
more critical. The same consumer can purchase one high and product and one low end good at
the same time. These days they could easier find someone who could take an EasyJet flight
from London to Milan to purchase a Gucci bag. Individuals choose which customer goods they
want to buy with an unbalanced mix of emotions and rationale (Reeves, 2018). They might not
have any emotional connection to aviation and thus the cheapest good will do. But when it
comes to a luxury bag they might value tradition and craftsmanship.
Personalisation in product design and communication will e more prevalent- This trend is
reaching a developing number of business sectors considering the health industry. whereas
pharma organisations continue to treat all patients in more or less the same form, they will soon
be moving regarding personalised medication supported to their differences like sex, weight and
medical history.
Mobile communications are becoming the center of marketing- There have been crashing in the
press currently about WhatsApp offering Facebook its user’s phone numbers to deliver targeted
ads. Number of organisations uses mobile communication in context of marketing. For example,
Lenskart which use mobile communication in order to offer brief and required information to its
target audience. This play and effective role in increasing productivity and customer base of the
firm.
Transparency will dictate brand customer relationships- From Wells Fargo to Volkswagen, the
list of disgraced organisations keeps getting longer. Businesses are realising that they cannot
get away the transparency provided through social media. More organisations are learning the
lesson that if they are not truthful, they will pay the cost (Salazar, 2019). Not only hefty fines from
the authorities, but also in lost loyalty and business form their consumers.
The marketing organisation will increasingly move from digital silos to integrated teams- Digital
has to be part of everything now so the two have to be fully integrated. As one marketer
currently recommended. Organisations like Tesco etc, use digital strategy to make development
in their services.
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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BSBMKG603 Manage the marketing process
Inflation is one of the key economic factors which affect marketing in context of consumer’s
buying behaviour. It demonstrates the rate at which the cost scale of goods and services are
increasing. The higher the inflation rate, the more their buying behaviour decreases. The tax rate
on real capital gains goes up as well (Huynh and et. al., 2021). So the marketing will have to
work harder to persuade consumers to purchase commodities even though they may not have
as much earning to spare.
Question 3
Outline three (3) social trends and how these impact on marketing activities. (Approx. 80 words)
Online shopping, changing taste & trends and innovation in products are some social trends
which affect the marketing activities of the company in optimistic and negative manner. In
current time people prefer online shopping which make development in productivity of the firm.
Also, change in consumer’s taste & preferences affect the marketing activities in negative
manner because due to change in demand, organisation makes development in its products or
advertising activities. Innovation is the key social trend which positively influence marketing in
context of offering innovative products to consumers and maximisation in efficiency.
Question 4
Describe current marketing industry trends and how these impact on marketing activities. (100
words)
There are number of trend take place in current market sector such as artificial intelligence,
virtual reality, robotics, data driven marketing, voice search engine optimisation and many more.
All these trends of marketing sector create positive impact on marketing activities by making
easy sales and trade of companies (Widiana, Karsam and Hidayati, 2020). Because with the
support of virtual reality, customer effectively familiar with products and it is also a good way of
advertisement. Robotics is another tends which make the marketing activities easier and simple
by offering their support in entire marketing process.
Question 5
(a) What is marketing?
Marketing is the process and activity of advertising and selling goods and services, considering
market research and promotion (Nurulhaq, 2019). It consists identifying what customers want
and analysing whether it is possible to produce it at the right cost.
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BSBMKG603 Manage the marketing process
(b) What is the marketing mix?
Marketing mix denotes to the set of actions, or tactics, that an organisation utilises to promote its
brand or good in the market. The 4Ps make up a typical marketing mix: price, product, promotion
and place. The marketing mix is described through the utilisation of a marketing tool that
combines a range of aspects in context of become harden and solidify a good’s brand and to
support in selling the communities and service.
Question 6
What are the ‘7Ps of Marketing? List them and provide a brief description of each. (100 words)
7P’s of marketing consider product, price, promotion, place, process and physical evidence. The
description of them as under:
Product- It refers to process of converting raw material in to finished goods which are valuable
for the consumers as well as customers are ready to pay.
Price- It refers to the cost which is incurred to make product and the cost which is set by the
company to sell goods to consumers or in market.
Place- It denotes to the area and place where product is made, viewed in ads, distributed and
sold. They require assuring that consumers can find their product or service with ease.
Promotion- It is essentially the act of marketing directly to customers. It covers the idea of
making their good and service to the public. This could be in the forms of several promotions,
SEO, SEM, sponsorship etc.
People- It considers staff, salesperson, consumer service teams and anyone engaged in the
marketing and sales processes (Hütten and et. al., 2018).
Process- This step refers to the delivery of products and services to consumers. This consists,
manufacturing process, distribution and promotion etc.
Physical evidence- It denotes the tangibility and physical presences, shape, size, design and
wrapping of the commodities.
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 Setting up the organisation’s vision, mission and purpose.
Hire, monitor and assess the chief executive.
Provide proper financial oversight (Wang, 2021).
Managers Dealing with execution problems and terminations
Supporting problem resolution and decision making
Conducting timely performance evaluations
Supervisors Managing workflow
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BSBMKG603 Manage the marketing process
Training new hires
Making and managing team schedule
Operators Operate speciality machinery to fabricate manufacture, assemble
ad move goods.
Understanding of how operated machine works.
Organise quality checks periodically.
Question 8
(a) What is strategic management?
Strategic management is the manner of putting goals, methods, and goals so that it will make a
company or enterprise extra competitive. Often, strategic management consists of strategy
assessment, inner corporation analysis, and method execution all through the agency.
(b) What is strategic analysis?
Strategic evaluation is a process that involves learning an enterprise's business environment
inside which it operates (Bettín-Díaz, Rojas and Mejía-Moncayo, 2018). With the assist of
strategic planning, the goal or desires which can be set via the business enterprise may be
fulfilled.
(c) What is a SWOT analysis? How can it help with strategic management?
SWOT Analysis is an easy but beneficial framework for studying your enterprise's strengths,
weaknesses, opportunities, and threats (Hollebeek and et. al., 2019). It helps management to
build on what they do properly, to deal with what they are lacking, to reduce risks, and to take
the greatest feasible gain of probabilities for success.
Question 9
What are the five (5) key steps in marketing management? Briefly explain each step.
Step 1: Understanding The Marketplace And Customer Needs And Wants- It is crucial to
apprehend client needs, wishes, and needs to build want- fulfilling market services and
constructing value-weighted down customer relationships. This will increase lengthy-term
consumer fairness for the firm.
Step 2: Designing A Customer-Driven Marketing Strategy-Focus regions for designing a
advertising approach:
Selecting customers to serve: The employer first makes a decision who it will serve and divides
the market into segments of the client. Then it is going after specific sections of the marketplace
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BSBMKG603 Manage the marketing process
or its goal marketplace. They goal customers primarily based on their degree, timing, and nature
of call for.
Choosing a value proposition: They decide how it'll serve their patron. That is how it's going to
differentiate and role itself inside the market. A emblem’s fee proposition is the set of values and
blessings that it promises to deliver its clients.
Step 3: Constructing an included advertising plan that supplies advanced price- The
organization’s marketing strategy outlines which clients the enterprise will serve and how it will
create price. Then the marketer develops integrated advertising plans with a view to the meant
value to target customers.
Step 4: Build Profitable Relationships- Customer relationship control is the overall system of
constructing and keeping profitable client relationships by handing over superior client fee and
delight.
Step 5: Capturing Value From Customers- Customer courting management’s remaining
intention is to produce excessive Customer equity – general mixed lifetime values of all of the
employer’s present day and ability clients (Reeves, 2018).
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 performance is how powerful
your sales group individuals are at
hitting their desires (Salazar,
2019). Sales revenue is one
manner to measure overall
performance, however there are
numerous other metrics, such as
time spent in line with client or the
amount of repeat enterprise they
generate.
 Growing Your Monthly or
Annual Revenue.
 Minimizing Customer
Churn
Market share Market percentage represents the
share of an industry, or a market's
general income, that is earned by
way of a particular organization
over a distinct time period. Market
percentage is calculated with the
aid of taking the corporation's
income over the period and
dividing it through the whole
income of the enterprise over the
equal length.
A company ABC sells $30
million a year in USB devices, &
The total amount of USB devices
sold from all the company within
the market $100 million - Then
market share of ABC Company
will be= ($30 million) / ($100
million) = 30%
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BSBMKG603 Manage the marketing process
Evaluation method Description Example
Cost compared to
sales
The price of goods offered
represents the complete price of
creating the products. Goods are
either services or products (Huynh
and et. al., 2021). Costs in making
items consist of materials, labor,
utilities and all other expenses
required to make what the
organization sells. The fee of sales
is the amount of money it takes to
absolutely promote those items.
Financial performance Financial overall performance is a
subjective degree of the way
properly a company can use
property from its number one mode
of business and generate sales.
Analysts and investors use
financial performance to examine
similar firms throughout the
identical enterprise or to evaluate
industries or sectors in aggregate
Earnings before interest and
taxes (EBIT)
Economic value added (EVA)
Data evaluation techniques
Delphi techniques The Delphi Technique refers back
to the systematic forecasting
method used to gather critiques of
the panel of professionals on the
trouble being encountered, thru the
questionnaires, frequently
despatched through mail (Widiana,
Karsam and Hidayati, 2020). The
professionals can adjust their
solutions in accordance with the
replies given by other panel
participants.
In the formulation of public policy,
this method plays a key role in
arriving towards broad solutions.
Model building Model building is an interest that
includes the introduction of
physical fashions either from kits or
from substances and components
acquired by means of the builder
(Nurulhaq, 2019). Most model-
constructing classes have a range
of commonplace scales that cause
them to doable for the average
individual both to finish and show.
An example of a model is a hatch
back version of a car.
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BSBMKG603 Manage the marketing process
Evaluation method Description Example
Surveys of intention It is a forecasting technique
wherein acknowledged clients of a
product are asked to predict their
requirements for a given future
duration (Hütten and et. al., 2018).
ASSESSMENT 1: WRITTEN QUESTIONS – RESULTS SHEET
Student’s name:
Student ID:
Assessor’s name:
Date of assessment:
Unit of competency: BSBMKG603 Manage the marketing process
Question
Response
Comment
Satisfactory Not Satisfactory
1
2
3
4
5 (a)
5 (b)
6
7
8 (a)
8 (b)
8 (c)
9
10 (a)
10 (b)
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BSBMKG603 Manage the marketing process
Feedback to student:
Student’s overall performance is: ☐ Satisfactory ☐ Not Satisfactory
Is re-assessment required? ☐ Yes ☐ No
Assessor’s signature: Date:
Student’s signature: Date:
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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
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BSBMKG603 Manage the marketing process
presence as such.
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.
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BSBMKG603 Manage the marketing process
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
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.
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.
3. Now, describe the range of marketing, promotional and sales activities being offered currently
and new opportunities which can be included and rolled out.
4. Prepare a 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)
5. Identify the Key Performance Indicators by which you will measure success of the marketing
activities. List the potential metrics you could use.
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:
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.
7. Ensure that your marketing plan includes all the above information and is structured
appropriately with relevant headings. (one to two pages)
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BSBMKG603 Manage the marketing process
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.
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.
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BSBMKG603 Manage the marketing process
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.
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.
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BSBMKG603 Manage the marketing process
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.
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.
(b) Describe any changes, if required, to meet the strategic objectives.
2. Measure the outcomes against the Key Performance Indicators, (ROMI and market share
metrics)
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BSBMKG603 Manage the marketing process
(a) Explain any success or performance gaps in the case study as measured against the KPIs.
(b) Identify what you believe are the causes and effects of any successes or gaps.
(c) Describe marketing outcomes and how you could improve strategic performance.
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:
(b) Set new targets for the next 12–18 months.
4. Write a conclusion in which you analyse overall changes in market phenomena, and identify
their impact on strategic marketing objectives.
5. Review your report ensuring that it is clear, structured correctly with appropriate headings, and
submit the report to your assessor.
Assessment Criteria
Your assessor will be assessing you against the criteria in the attached Marking Guide.
Submission 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
o the IT person
o the display and sales staff.
 A marketing performance report (Part C)
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BSBMKG603 Manage the marketing process
ASSESSMENT 2: PROJECT MARKING GUIDE
Student’s name:
Student ID:
Assessor’s name:
Date of assessment:
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
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BSBMKG603 Manage the marketing process
Did the student satisfactorily overall: Yes No Comments
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.
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?
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BSBMKG603 Manage the marketing process
Did the student satisfactorily overall: Yes No Comments
Participate in a counselling interview to correct
issues and achieve agreed objectives, using
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.
Student’s overall performance is: ☐ Satisfactory ☐ Not Satisfactory
Is re-assessment required? ☐ Yes ☐ No
Assessor’s signature: Date:
Student’s signature: Date:
ASSESSMENT 2: ROLE PLAY OBSERVATION SHEET
Student’s name:
Student ID:
Assessor’s name:
Date of assessment:
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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BSBMKG603 Manage the marketing process
Feedback to student:
Student’s overall performance is: ☐ Satisfactory ☐ Not Satisfactory
Is re-assessment required? ☐ Yes ☐ No
Assessor’s signature: Date:
Student’s signature: Date:
FINAL ASSESSMENT RESULTS SUMMARY
Student’s name:
Student ID:
Assessor’s name:
Unit of competency: BSBMKG603 Manage the marketing process
Assessments/Evidence Student Result
1. Written Questions ☐ Satisfactory ☐ Not Satisfactory ☐ Not Completed
2. Project ☐ Satisfactory ☐ Not Satisfactory ☐ Not Completed
2.a Role Play ☐ Satisfactory ☐ Not Satisfactory ☐ Not Completed
Feedback to student:
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BSBMKG603 Manage the marketing process
Result: ☐ Competent ☐ Not Competent
Is re-assessment required? ☐ Yes ☐ No
Assessor’s signature: Date:
Student’s signature: Date:
Student Assessment Guide v 1 January 2019 Page 28 of 28