Develop a Marketing Plan for Advanced Diploma of Leadership and Management - BSBMKG609

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Advanced Diploma of Leadership and
Management
STUDENT ASSESSMENT
BSBMKG609
Develop a Marketing Plan
Student Name:
Student ID:

Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG609 Develop a Marketing Plan.
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 Event 1 – Knowledge Questions:
There are five questions that will provide us with evidence of your general knowledge of legislative requirements
as well as the concepts, principles, and processes used in marketing.
This assessment is completed in your own time and by a submission date provided by your Assessor. You may use
support material in the development of your responses, but you must indicate the source. In addition, you must
not ‘cut and paste’ content from your source, rather, use your words, unless it is a direct quote.
Assessment Event 2 – Simulation: Emu Fitness
You will complete a number of tasks that will provide us with evidence of your skills in developing and presenting
a marketing plan in accordance to organisational requirements. These tasks will be based on your role of
Marketing Specialist in a simulation with an fitness and wellbeing organisation.
To complete the Simulation, you will need to refer to the following resource:
Emu Fitness Strategic
Marketing Review
Contains data and information about the background to Emu Fitness. You will refer
to this document throughout Assessment Event 2 and particularly with Task 1.1
where you will review the current market and potential opportunities.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See
below for an example of a dot point response and a full sentence response.
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.
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 timeframes
 your work must be in your own words
 where you use an external source of information, you must provide citation.
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Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG609 Develop a Marketing Plan. 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 Comments
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.
Y   N I understand the feedback process and the appeals process.
Y   N The assessor has discussed with me if I have any special needs and if
so what arrangements have been made.
Student Full Name Student ID Student Signature Date
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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 the principles of marketing
in terms of marketing opportunity options, strategies, approaches, ethical requirements, and legal contexts. Each
question includes the requirements which indicate what you have to do and the depth of your response to achieve a
satisfactory result.
Question 1
In the table below, outline common marketing opportunity options used in organisations.
Write your response into the table:
Marketing Opportunities Explanation Example
Strategic alliances
It is an arrangement between
two companies in order to
share resources and
undertake a specific, mutual
beneficial project. It allows
tow organisations, or other
entities to work towards
common or related goals.
To increase their
customer base and
overall market share
adventure sport
companies build strategic
alliance with energy drink
companies and form an
alliance to attract
common customers to
their respective
company’s
New products or services to target specific markets
An organisation may devise
product development
strategies to target different
niches of the market. These
strategies may include new
products and/or services or a
derivative of the current
products and/or services that
are crafted to meet the
specific needs of that market.
To increase weekday
sales, a movie theatre
company develops a
platinum service
specifically targeting
seniors. Including in this
service is a website that
provides information
specific to the needs of
that market such as
restaurants, health care
information, recent
holiday experiences of
members, etc. This is to
attract a targeted market
via offering them a
specific and fully tailored
value offer.
Greater penetration with existing products or services Packaging of products Make the product very
representive.
Take-overs A company (the acquirer)
purchases another company
(the target to be acquired)
either within their current
market or within a different
market in order to further
For some, if you cannot
beat the competition, you
join them. For others,
takeovers are the best
way to ensure less
competition. Sometimes
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