BSBMKG419/BSBMKG413/BSBIPR403: Brand Development Assignment

This assignment, completed by Joaquin Granados for the College of Sports & Fitness, addresses key aspects of marketing, including consumer behavior analysis (BSBMKG419), product and service promotion (BSBMKG413), and brand protection and usage (BSBIPR403). The assessment criteria, outlined in detail, cover gathering market information, identifying consumer attributes, assessing consumer interest, recommending marketing strategies, planning and coordinating promotional activities, and protecting trademarks. The document includes performance and knowledge evidence requirements, emphasizing the ability to analyze consumer behavior, plan promotional activities, and understand trademark regulations. The assignment aims to demonstrate the student's understanding of marketing concepts and their ability to apply them in a practical context, ensuring compliance with legal and ethical obligations. The student declares this work as their own, adhering to the college's policies, and the assessment outcome is determined based on satisfactory completion of all criteria. The document provides a comprehensive overview of the assignment requirements and the assessment process.

BSBMKG419 Analyse consumer behaviour
BSBMKG413 Promote products and services
BSBIPR403 Protect and use brands and
business identity
ASSIGNMENT
Develop and
Promote BrandsOnline
Student Name: Joaquin Granados Student ID: CSF190461

BSBMKG419_BSBMKG413_BSBIPR403
2020
Assessment
Type:
Assignment
Assessor’s
Name:
Assessment
Outcome
(S/NYS)
Student
Declaration:
By submitting this assessment via Moodle, I declare that this is my own
work and had not been copied or plagiarised from any other source.
Please refer to the Student Handbook for more information.
For more information, please refer to: http://www.csf.edu.au/student-
service/student-handbook-forms-and-policy-and-procedures/
Assessment
Conditions:
Each assessment criteria is recorded as either Satisfactory (S) or Not
Yet Satisfactory (NYS). A student can only achieve a ‘Satisfactory’
Assessment Outcome for the entire assessment when all assessment
Criteria listed below are ‘Satisfactory’. A student who is assessed as
‘Not Yet Satisfactory’ is eligible for re-assessment with their trainer.
All assessment answers must be typed, include this assessment cover
sheet and uploaded in ‘WORD’ version to Moodle.
Feedback
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Assessment Criteria
The Unit of Competency
displayed below with Elements
and Performance criteria is the
benchmark that you will be
assessed against.
Please contact your Assessor
for further information
regarding this UoC if required.
Element Performance Criteria S/NYS
BSBMKG419 Analyse
consumer behaviour
1 Confirm
product or
service
1.1 Gather information on market or market segment for a
product or service in accordance with a marketing plan
1.2 Identify consumer attributes for market or market
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
market segment from market profile or existing customer data
1.3 Identify and test features of product or service in
accordance with a marketing plan
2 Assess reasons
for existing levels
of consumer
interest
2.1 Investigate consumer need for the product or service
through analysis of trends and past performance
2.2 Review past marketing or positioning of product or
service in relation to effectiveness of its focus of appeal
2.3 Assess, estimate and test impact of individual, social
and lifestyle influences on consumer behaviour for a
product or service
2.4 Analyse consumer responses to previous marketing
communications
2.5 Review relevant data to determine consumer digital
footprints, engagement journeys and expectations
2.6 Assess organisational capability to respond quickly to
consumer demand for products or services in accordance
with marketing plan
3 Recommend
focus of appeal
for marketing
strategies for
product or service
3.1 Ensure marketing strategies address innate and
acquired needs of consumers and appeal to motives that
influence decision-making
3.2 Present a rationale for focus of appeal that outlines
how influences on consumer behaviour will be used to
target effective marketing strategies
3.3 Clarify the role of the consumer in the digital
marketing environment and model engagement
conversations and interventions
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
3.4 Ensure focus of appeal meets legal and ethical
obligations and budgetary requirements of marketing plan
BSBMKG413 Promote
products and services
1. Plan
promotional
activities
1.1 Identify and assess promotional activities to ensure
compatibility with organisational requirements
1.2 Plan and schedule promotional activities according to
the marketing needs of the organisation
1.3 Determine overall promotional objectives in
consultation with designated individuals and groups
1.4 Ensure that timelines and costs for promotion of
activities are realistic and consistent with budget
resources
1.5 Develop action plans to provide details of products
and services being promoted
2. Coordinate
promotional
activities
2.1 Ensure personnel and resources to support
promotional activities are identified and prepared to
facilitate the achievement of promotional goals
2.2 Identify and agree roles and responsibilities for
delivery of promotional services and allocate to relevant
personnel
2.3 Establish and conduct relationships with targeted
groups in a manner which enhances the positive image of
the organisation
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
2.4 Use networks to assist in the implementation of
promotional activities
3. Review and
report on
promotional
activities
3.1 Analyse audience feedback and data to determine the
impact of the promotional activity on the delivery of
products and services
3.2 Assess effectiveness of planning processes to identify
possible improvements in future activities
3.3 Collect feedback and provide to personnel and
agencies involved in promotional activity
3.4 Analyse costs and time lines to evaluate the benefits
accruing from the promotional activities
3.5 Prepare conclusions and recommendations from
verifiable evidence and provide constructive advice on
future directions of promotional activities
BSBIPR403 Protect and use
brands and business identity
1. Identify the
need for
protection of
brands and
business identity
1.1 Research what constitutes a registrable trademark in
Australia
1.2 Identify the legislative requirements governing
trademark protection
1.3 Identify other forms of trademark protection
1.4 Identify existing or potential trademarks within
organisation or scope
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
1.5 Explore the benefits, costs and risks of trademark
registration and other forms of trademark protection
1.6 Make recommendations to develop and use
trademarks with commercialisation potential
2. Identify and
initiate
application
process for
trademark
protection
2.1 Identify sources of information and advice regarding
protection of brands and business identity
2.2 Evaluate the role of intellectual property professionals
in the trademark application process
2.3 Search databases of existing registered and pending
trademarks and investigate any use of unregistered
trademarks to ensure the proposed trademark does not
infringe on another party’s existing trademark
2.4 Identify processes required for lodging a successful
trademark application
2.5 Identify process for international trademark
registration
2.6 Participate in a trademark application and provide
relevant information to the intellectual property
professional for trademark application, if applicable
3. Identify future
trends within the
marketing
communications
industry
3.1 Identify and review organisational policies and
procedures to protect and use the trademark correctly
3.2 Identify and establish processes to use own and
others’ trademarks for business growth
3.3 Monitor the market for possible trademark
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
infringements
3.4 Pursue appropriate measures to protect trademarks
against infringements, if required, using appropriate
professional advice
3.5 Ensure that procedures are followed to maintain the
organisation’s trademarks including payment of renewal
fees as required
3.6 Ensure all employees are aware of the importance to
the organisation of the protection and proper use of
trademarks, and implement training if required
3.7 Identify and review organisational policies and
procedures to prevent infringement of others’ trademarks
Performance Evidence (Practical)
Evidence of the ability to:
BSBMKG419 Analyse consumer behaviour
● analyse consumer behaviours
● model consumer behaviour on alternative digital platforms
● document and present findings and recommendations about marketing strategies that
should be developed to influence consumers.
BSBMKG413 Promote products and services
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● identify the context for the promotional activities including:
● relevant legislation/regulations
● organisation’s goals, objectives, systems, policies and procedures
● budget and timelines
● marketing needs and, if defined, marketing plans
● objectives of the promotional activities
● consult with relevant stakeholders to plan promotional activities to meet objectives,
budget and timelines
● coordinate promotional activities including:
● allocation of personnel, roles and responsibilities
● sourcing other resources and promotional products as appropriate
● use of networks and relationships
● analyse feedback and data to evaluate the effectiveness of planning processes and
promotional activities and make recommendations on future directions of promotional
activities.
BSBIPR403 Protect and use brands and business identity
● review and interpret information to determine the context and need for brand and
identity protection in the organisation
● use various sources to gather information about trademarks, brand protection and the
trademark applications process
● participate in the application for a trademark using correct applications process
● establish processes to use own and others’ trademarks
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● monitor the market and the application of organisation’s procedures for possible
trademark infringements and recommend actions to address risks and infringements
● communicate information about trademarks and relevant policies and procedures to
others
● identify the need for training on trademarks and implement training as appropriate.
Knowledge Evidence (Theoretical)
BSBMKG419 Analyse consumer behaviour
To complete the unit requirements safely and effectively, the individual must:
● outline relevant industry and product or service knowledge
● explain relevant marketing communication concepts and processes
● compare current digital channels relevant to the business and consumer against costs and
benefits
● identify organisational structures, procedures and marketing objectives.
BSBMKG413 Promote products and services
To complete the unit requirements safely and effectively, the individual must:
● outline the legislative and regulatory context of the organisation as relevant to the
marketing plan
● outline the planning processes for organising promotional activities
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● explain the organisation’s marketing objectives and how they support the overall business
objectives
● explain how common promotional activities could be used to support the marketing
objectives with reference to
● advertising
● client functions
● employee functions
● media announcements
● product launches
● web pages.
Protect and use brands and business identity
To complete the unit requirements safely and effectively, the individual must:
● outline the legal context for trademarks with reference to relevant Australian
and international legislation, treaties and guidelines
● outline organisational policies and procedures relevant to trademarks and
brand protection
● outline options for commercialisation of trademarks and potential benefits for
the organisation
● identify different ways to protect trademarks
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● outline the trademark application processes including definitions of registrable
trademarks
● identify various sources of information and advice on trademark protection
● explain processes that can be used to monitor the market for infringements
against own trademarks.
1. Assessment Conditions
BSBMKG419 Analyse consumer behaviour
Assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the marketing communications
field of work and include access to:
● relevant legislation and regulations
● communications equipment and technology
● relevant workplace documentation and resources
● case studies or, where possible, real situations
● industry software packages and apps (where applicable).
BSBMKG413 Promote products and services
Assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the business development –
marketing field of work and include access to:
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C