BSBMKG608 - Develop Organisational Marketing Objectives & Strategy

This BSBMKG608 project provides a detailed approach to developing organizational marketing objectives. It includes identifying strategic direction, undertaking strategic analysis by reviewing current marketing performance, scoping marketing opportunities, and formulating both short and long-term marketing objectives. The project emphasizes the importance of confirming the organization's mission, vision, purpose, and values, as well as analyzing strategic documents and completing a situational analysis. It also covers the legal and ethical requirements for the business, evaluating previous marketing strategies, performing a SWOT analysis, assessing profitability, and identifying critical success factors. Furthermore, the project focuses on developing long-term strategic objectives and KPIs, creating a risk management strategy, and documenting all marketing activities. This project is designed to give students a comprehensive understanding of the process involved in developing and implementing effective marketing objectives.

DUE DATE: 12/03/2017
Assessment Resource Summary
Unit Details BSBMKG608 – Develop organisational marketing objectives
Assessment
Type
This is a summative assessment, which requires each
student to have adequate practice prior to undertaking this
assessment
Assessment
Methods
Project Assessment 1
(Detailed Marketing Objective Project)
Written Assessment or
Project Assessment 2
(Written Assessment / Project)
Last Modification Date June 2015
Proposed Review Date June 2016

Assessment Resource | BSBMKG608
Unit Summary
This unit describes the skills and knowledge required to conduct a strategic analysis to develop
organisational marketing objectives. This involves reviewing the organisation’s internal and external
environments, evaluating past and current marketing performance, and exploring and evaluating new
marketing opportunities.
It applies to senior marketing professionals who are responsible for providing strategic direction to the
marketing function of an organisation. Their responsibilities include analysing information on internal
and external business and marketing environment; examining current marketing performance;
identifying new marketing opportunities arising from emerging trends; and devising strategies to
achieve overall business objectives.
Individuals operating at this level generally conduct these activities using information gathered by
people working under their direct and indirect supervision at lower levels of the organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Prerequisite Units
There are no recommended pre-requisite units for this competency.
Co-requisite Units
Recommend but not mandatory prerequisite
BSBMKG609 – Develop a marketing plan
Important notice to students:
1. Students must submit assessments by due dates; otherwise, they will incur a fine of $50.00.per Unit
(if submitted within one week after the due date) followed by $100.00 per Unit (if submitted within two
weeks after the due date) and $150.00 per Unit (if submitted within one month after the due date). If
you don’t submit assessments even by one month, or do not pay fines, HIBT may report to DIBP as
against non-completion of assessments and non-payment of fees and fines, and it may affect your
student visa.
2. Plagiarism is not accepted in Australian education system and at HIBT. You should not practice any
plagiarism in your assessments or any other works. If you are found to practice plagiarism, or your
assessment has been found to be plagiarised, you will be fined $250 (for first time) followed by $500
(for second time) and $1000 (for third time). If you are still found to be plagiarised after the third time,
HIBT will report to DIBP as against plagiarism and it may affect your student visa.
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Assessment Resource | BSBMKG608
Summative Assessment - Assessor Instructions
It is important that in conducting assessment, the assessor undertakes the following:
Prior to conducting the assessment
 Read the assessment tasks as detailed throughout this document
 Contextualise the task (and checklist) to ensure it reflects the students working environment. (Be sure to
check with the mapping document to ensure any contextualisation still covers the unit requirements)
 Read the assessor instructions and checklist prior to commencing the assessment
 Ensure the assessment environment is suitable for the parameters of the task, to ensure the students will
have an appropriate opportunity to demonstrates their skills
 Make suitable modifications to the assessment environment (if required), to allow all tasks to be
observed
 Ensure the student is allocated the appropriate time and resources for the task
 If undertaken on the job - discuss the assessment with the workplace supervisor, to so they are aware
of what will happen throughout the process
 If undertaken on the job - Determine and agree with the supervisor an acceptable time frame for each
assessment.
 Advise the student prior to conducting the assessment of:
o what will occur throughout the assessment process
o when the assessment will occur
o the level of competency expected (review the checklist or the criteria for the task to ensure the
student understands the assessment process and the expectations)
o the RTO reasonable adjustment process and offer adjustment for any students needing
assistance
o the RTO re-assessment and appeals process
 You should not tell the student how to undertake the task, as it would lead the student and render the
assessment process invalid. The student should have been taught "How" to perform each task during the
training stage, and is expected to know this prior to commencing the assessment.
 Do not give the student a copy of the Assessor Checklist or Sample Answers prior to the assessment.
The student instructions provide appropriate detail for the student on the expected level of competency
for each task.
Conducting the assessment
 Establish and oversee the evidence gathering process to ensure it remains valid, reliable, fair and flexible
 Advise the student when to commence the assessment
 Observe the student undertake the tasks as outlined
 Record your observations in the assessor checklist
 Where a checklist point is not observed due to an inappropriate environment, or for a reason outside the
students control, modify the scenario to allow the student an opportunity to perform the associated task
 Where a checklist point is not appropriate, write "N/A" in the space provided
 Incorporate allowable adjustments to the assessment procedure without compromising the integrity of the
assessment. Be sure to make appropriate notations on the assessment checklist to explain any
variances to the assessment process (such as probing questions, alterations to assessment environment,
etc) to ensure the assessment process is transparent (and the assessment remains Valid)
 Gather supporting documentation where available and appropriate (as evidence)
 Do not interfere with the assessment unless the students actions impose a risk to themselves or anyone
else. In the event that the actions of the student impact on the safety of any person - you are to
immediately cease the assessment and take actions to reduce the identified risk.
 If a student performs an action incorrectly, mark it as such. Record what you see, not what you want to
see.
 Once the assessment is complete, advise the student that the assessment has ceased, and record your
comments in the sections provided.
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Assessment Resource | BSBMKG608
Making and recording the decision
 The student needs to be deemed satisfactory in all assessments to gain competency.
 You are to provide feedback* to the student on their performance and/or the outcome from their
assessment (whether satisfactory or not yet satisfactory)
 If a student has been assessed as "Not Yet Satisfactory" on their performance in an assessment they
should be offered information about the appeal process and/or a reassessment opportunity.
 Using the evidence gathered and the rules of evidence (validity, reliability, sufficiency, currency and
authenticity) determine the final outcome for the student. If you are in doubt, gather further evidence to
help guide your decision.
 Assess the students on what you observe during the assessment period, not on their actions before or
after the assessment.
 If you are marking the student NYC, ensure you outline why you have made this decision, and provide
advice on how the student can improve their skills / knowledge prior to reassessment; or if the re-
assessment opportunities have lapsed, provide advice on appeals and or re-enrolment.
 Record the assessment results onto the Assessment Summary / Cover Sheet, ensuring each section is
complete
 Attach all evidence (projects / checklists / tests, etc) to this form.
 Submit the completed Assessment Summary/ Cover sheet and associated evidence for processing as
per your RTO procedures
Providing feedback
 Provide constructive feedback to the student on their performance during the assessment period. Do not
make any comments on actions undertaken prior or after the assessment period.
 Provide the student with:
o Their assessment result
o Clear and constructive feedback based on the assessment decision
o The reasons underpinning your assessment decision
o Information on ways of overcoming any identified gaps in competency revealed by the
assessment the opportunity to discuss the assessment process and outcome information on
reassessment and the appeals processes.
o An opportunity for reassessment if appropriate or requested by the candidate
o Information on appeal process as applicable to your organisation
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Assessment Resource | BSBMKG608
ASSESSMENT SUMMARY / COVER SHEET
This form is to be completed by the assessor and used as a final record of student competency.
All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before
placing on the students file.
Student results are not to be entered onto the Student Management Database unless all relevant paperwork is completed
and attached to this form.
Student Name: Sandip Panthi
Student ID No: 1400632
Final Completion Date:
Unit Code: BSBMKG608
Unit Title: Develop organisational marketing objectives
Please attach the following documentation to this form
Result
S = Satisfactory
NS = Not Satisfactory
NA = Not Assessed
Reassessment
S = Satisfactory
NS = Not Satisfactory
NA = Not Assessed
Assessment 1  Detailed Marketing Objectives Attached
 Checklist attached S | NS | NA S | NS | NA
Assessment 2  Written assessment / Project attached S | NS | NA S | NS | NA
Final Assessment Result for this unit C / NYC
Assessor Notes: (inclusive of reassessment, reasonable adjustment, further opportunities for gap training etc): ______________
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
Student Declaration: I declare that I have been assessed in this unit,
and I have been advised of my result. I also am aware of my appeal rights.
Name: _______Sandip Panthi______
Signature: _______Sandip__________
Date: ____/_____/_____
Assessor Declaration: I declare that I have conducted a fair, valid,
reliable and flexible assessment with this student, and I have provided
appropriate feedback
Name: ____________________________
Signature: ____________________________
Date: ____/_____/_____
Administrative use only
Entered onto Student Management Database  ________________
Date Initials
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Assessment Resource | BSBMKG608
ASSESSMENT 1 – STUDENT INFORMATION
This information is to be handed to each student to outline the assessment requirements.
Relating to an organisation of your choice (your current employer or another organisation as
discussed with your assessor); you are to develop the organisations marketing objectives.
This will be evidenced through the submission of a detailed document that:
o Develops the marketing objectives for your organisation including:
 Identifying strategic direction
 Undertaking strategic analysis reviewing the current marketing performance
 Scope your marketing opportunities and formulate short and long term marketing
objectives
o Developing a marketing risk management strategy
Your assessor will be looking to ensure you:
o Confirm the organisation’s mission, vision, purpose and values
o Analyses the organisations strategic documents to identify directions and targets
o Complete a situational analysis that identifies factors that would impact on the direction
and performance of the business
o Identify the legal and ethical requirements for your business
o Document and confirm the strategic direction in detail – and identify its impact on
marketing activities
Reviewing your market performance will require you to evaluate the effectiveness of previous
marketing and positioning strategies; perform a SWOT analysis on the current business;
evaluate previous marketing undertaken by the business for profitability; and evaluate your
marketing performance against previous objectives to identify critical success factors and
areas for improvement
When you scope for marketing opportunities, be sure to:
 Identify and analyse marketing opportunities in terms of their viability and likely
contribution to the business
 Use an assessment of external factors, costs, benefits, risks and opportunities to
determine the scope of each marketing opportunity
 Analyse opportunities in terms of their likely fit with organisational goals and capabilities
 Evaluate each opportunity to determine its likely impact on current business and
customer base
Finally, you are to formulate your marketing objectives including:
 Developing long term strategic objectives and KPI by product / service, market segment
and overall
 Developing a risk management strategy
 Document all marketing activities
 Pitch your marketing objectives to your group and consider feedback given
In total, your submission should be a minimum of 3000 words
This project is due for submission on: ________________________________________
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Assessment Resource | BSBMKG608
ASSESSMENT 1 – STUDENT SELF ASSESSMENT CHECKLIST
This information is to be handed to each student to outline the assessment criteria
This checklist is similar to the one being used by your assessor during this assessment. This checklist should
be reviewed by you to evaluate your readiness for assessment, and to confirm your understanding of the
criteria by which this assessment task will be judged.
Once you feel you have the required skills and knowledge to demonstrate each of the following assessment
criteria, you are ready to be assessed. Please speak with your assessor if you feel you are not ready to be
assessed before the assessment has commenced.
You may refer to this checklist at any stage PRIOR to the commencement of your assessment. You may not
refer to this checklist whilst you are being assessed.
Student Assessment Criteria I feel I can
demonstrate this
Communication | Are you able to:
o Communicate clearly with others
o Clarity the task requirements
o Ask for help when needed
o Follow instructions
o Give and receive feedback as appropriate
o Answer questions and clarify concerns that arise
o Explain rational on decisions effectively
 Yes  No
Safety | Are you able to:
o Work safely at all times  Yes  No
o Ensure your actions do not put the safety of yourself or others at risk  Yes  No
Task requirements | Are you able to:
o Identify / confirm the organisation’s mission (1 - 2 sentences)  Yes  No
o Identify / confirm the organisation’s vision (1- 3 paragraph)  Yes  No
o Research the organisations purpose and value from either internal materials,
owners, directors or senior management  Yes  No
o Identify the organisational directions  Yes  No
o Identify the organisations targets  Yes  No
o Undertake a situational analysis that includes
o collaborators analysis
o competitive analysis
o environmental analysis
o market analysis
o market measurements
o productivity or profitability analysis
 Yes  No
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Assessment Resource | BSBMKG608
o Consider the following legal and ethical requirements
o codes of practice
o cultural expectations and influences
o environmental issues
o ethical principles
o health and safety of workplace personnel
o legislation
o policies and guidelines
o regulations
o security and privacy issues
o social responsibilities
o societal expectations
 Yes  No
o Document and confirm the strategic direction of the organisation with owners,
directors or senior management  Yes  No
o Identify the impact of the strategic direction on marketing activities  Yes  No
o Evaluate the effectiveness of previous marketing and positioning strategies  Yes  No
o Perform a SWOT analysis on
o key products
o key services
o major markets
 Yes  No
o Consider and evaluate all previous marketing opportunities undertaken by the
organisation, and document their profitability and success (or lack of)  Yes  No
o Evaluate marketing performance against previous objectives, targets to identify
critical success factors, and areas for improvement  Yes  No
o Identify potential marketing opportunities  Yes  No
o Analyse these marketing opportunities for viability and potential contribution to
the business  Yes  No
o For each marketing opportunity, assess
o costs
o benefits
o risks
o opportunities
 Yes  No
o Assess the likelihood to fit within organisational goals for each marketing
opportunity  Yes  No
o Determine the likely impact on current business and customer base for each
marketing opportunity  Yes  No
o Develop marketing objectives that are (please tick)
o observable
o measurable
o attainable
 Yes  No
o Develop marketing objectives that:
o align with the forecasted needs of the business and market
o are within the organisations budget
o are compatible with company capabilities
o are compatible with organisation objectives
o are compatible with organisational direction
o are ethical and legal
 Yes  No
o Document a risk management strategy that:
o identifies risks
o manages contingencies
o ensures objectives align with organisational requirements
 Yes  No
o Include both short term and long term marketing objectives  Yes  No
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o Present the information in a professional format and standard (formatting,
grammar, spelling, layout, etc)  Yes  No
o Complete task on time  Yes  No
Presentation requirements | Are you able to:
o Discuss the validity of the marketing plan with the group  Yes  No
o Elaborate on marketing options as required  Yes  No
o Answer questions or clarify concerns from the group  Yes  No
o Communicate clearly and concisely  Yes  No
o Make adjustments as a response from stakeholders concerns  Yes  No
o Present the plan in a professional format and standard (formatting, grammar,
spelling, layout, etc)  Yes  No
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Assessment Resource | BSBMKG608
ASSESSMENT 1 – ASSESSOR INSTRUCTIONS
These instructions must be followed when assessing the student in this unit. The checklist on the following page is to be completed for
each student. Please refer to separate mapping document for specific details relating to alignment of this task to the unit requirements.
Each student has been given the following brief:
"Relating to an organisation of your choice (your current employer or another organisation as discussed with your assessor),
you are to develop the organisations marketing objectives. This will be evidenced through the submission of a detailed
document that develops the marketing objectives for your organisation including:
 Identifying strategic direction
 Undertaking strategic analysis reviewing the current marketing performance
 Scope your marketing opportunities and formulate short and long term marketing objectives
 Developing a marketing risk management strategy
Your assessor will be looking to ensure you:
 Confirm the organisation’s mission, vision, purpose and values
 Analyses the organisations strategic documents to identify directions and targets
 Complete a situational analysis that identifies factors that would impact on the direction and performance of the
business
 Identify the legal and ethical requirements for your business
 Document and confirm the strategic direction in detail – and identify its impact on marketing activities
Reviewing your market performance will require you to evaluate the effectiveness of previous marketing and positioning
strategies; perform a SWOT analysis on the current business; evaluate previous marketing undertaken by the business for
profitability; and evaluate your marketing performance against previous objectives to identify critical success factors and areas
for improvement
When you scope for marketing opportunities, be sure to:
 Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business
 Use an assessment of external factors, costs, benefits, risks and opportunities to determine the scope of each
marketing opportunity
 Analyse opportunities in terms of their likely fit with organisational goals and capabilities
 Evaluate each opportunity to determine its likely impact on current business and customer base
Finally, you are to formulate your marketing objectives including:
 Developing long term strategic objectives and KPI by product / service, market segment and overall
 Developing a risk management strategy
 Document all marketing activities
 Pitch your marketing objectives to your group and consider feedback given
In total, your submission should be a minimum of 3000 words"
Assessor Notes:
1. Students should relate this task to a company or organisation of their choice
2. In the event that no suitable organisation can be identified, students are to base this task on the training
organisation (for both local and international students)
3. You are to provide any further information relative for the client including:
• RTO details (name, scope, direction, history, capabilities, staffing, etc)
• Details of previous marketing actions (summary of actions and results)
4. Please refer to pages 3-4 of this document form more information regarding conducting assessments
This assessment may be undertaken in the following formats:
 On the job. These assessments must:
o using a registered and operating workplace
o ensure access to customers relevant to the work role and unit requirements
o ensure access to staff members / colleagues
o ensure candidate is working in a suitable role to the unit (i.e. - candidates undertaking units requiring staff
supervision must have staff to supervise, and authority to do so)
o ensure access to relevant, working and current tools and equipment as appropriate to the unit requirement
o substitute the provided data with relevant data from the students work-place
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 Classroom / Simulated environment. These assessments must
o Simulation is a form of evidence gathering that involves the candidate in completing or dealing with a task,
activity or problem in an off-the-job situation that replicates the workplace context. Documented definitions
(such as in the TAA Glossary) state "Simulations vary from recreating realistic workplace situations such as
in the use of flight simulators, through the creation of role plays based on workplace scenarios to the
reconstruction of a business situation on a spreadsheet. In developing simulations, the emphasis is not so
much on reproducing the external circumstance but on creating situations in which candidates are able to
demonstrate:
 technical skills
 underpinning knowledge
 generic skills such as decision making and problem solving
 workplace practices such as effective communication "
o In conducting training and assessment in a simulated workplace environment, trainers and assessors must
make sure that the simulated environment gives the learner the opportunity to meet the following critical
criteria:
 Quality – The work is of the standard required for entry into the industry.
 Productivity – The work is performed within a timeframe appropriate for entry to the industry.
 Safety – The work is performed in a manner that meets industry safety standards.
o Each assessment has taken the following aspects into consideration, to ensure any simulations provide for
integrated assessment of competence. This includes:
 performing the task (task skills)
 managing a number of tasks (task management skills)
 dealing with workplace irregularities such as unexpected problems, breakdowns and changes in
routine (contingency management skills)
 fulfilling the responsibilities and expectations of the job and workplace, including working with
others (job/role environment skills)
 transferring competencies to new contexts.
o Assessment activities must be realistic and reasonable in terms of scale. Assessment conducted under
simulated conditions should reflect those typically found in the workplace. Where appropriate to the UOC,
simulated environment should allow the learner to:
 deal with typical customers, including difficult customers and diverse types of customers
 use facilities, equipment and materials that meet current industry standards
 plan and prioritise multiple tasks to meet deadlines
 experience the typical workflow for the industry
 require adherence to service standards, workplace procedures, health and safety requirements
 work with others as part of a team
 consider constraints and pressures met in the workplace, e.g. budget, time, availability of resources
o If a simulated workplace is used, it must allow for distractions such as background noises, ringing
telephones, interruptions, etc. As this is a Business unit, a simulated environment may also include an office
environment with office equipment and computers. Each student must dress appropriately and
professionally in line with workplace standards.
o For each assessment, you are not to interfere. In the event that the assessment is activities will impact on
the safety of a student or bystander, the assessment must be stopped immediately
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Assessment Resource | BSBMKG608
ASSESSMENT 1 – ASSESSOR CHECKLIST
This checklist is to be used when assessing the students in this task. This checklist is to be completed for each student. Please refer to
separate mapping document for specific details relating to alignment of this task to the unit requirements.
Please complete below
Student Name: Sandip Panthi
Student ID No: 1400632
Did the student: Satisfactory Comments
Identify / confirm the organisation’s mission (1 - 2 sentences)  Yes  No
Identify / confirm the organisation’s vision (1- 3 paragraph)  Yes  No
Research the organisations purpose and value from either
internal materials, owners, directors or senior management  Yes  No
Identify the organisational directions  Yes  No
Identify the organisations targets  Yes  No
Undertake a situational analysis that includes (please tick)
 collaborators analysis
 competitive analysis
 environmental analysis
 market analysis
 market measurements
 productivity or profitability analysis
 Yes  No
Consider the following legal and ethical requirements (please
tick)
 codes of practice
 cultural expectations and influences
 environmental issues
 ethical principles
 health and safety of workplace personnel
 legislation
 policies and guidelines
 regulations
 security and privacy issues
 social responsibilities
 societal expectations
 Yes  No
Document and confirm the strategic direction of the
organisation with owners, directors or senior management  Yes  No
Identify the impact of the strategic direction on marketing
activities  Yes  No
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