BSBMKG609 Advanced Diploma: Develop a Marketing Plan - Answers

This assignment provides detailed answers to knowledge questions related to the BSBMKG609 Develop a Marketing Plan unit. The questions cover various aspects of marketing plan development, including identifying marketing opportunities, developing feasible marketing strategies, understanding the importance of a marketing performance review, ensuring legal and ethical compliance in marketing tactics, and explaining marketing approaches and the strategic marketing mix. The assignment emphasizes the importance of involving relevant stakeholders in the marketing plan development process to enhance the overall position and performance of the business. Desklib offers a wide array of study resources, including solved assignments and past papers, to support students in their academic endeavors.

Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
ASSESSMENT INSTRUCTIONS
Overview
Prior to commencing the assessments your assessor will explain each task and the terms and submission of your task. Please
consult your assessor if you are unsure of any questions. It is important that you understand adhere to the terms and conditions and
address each task. The assessor will support you throughout this process.
Written work
The assessment tasks are used to measure your understanding and underpinning skills and knowledge of this unit of competency.
When answering please ensure you address each criteria and sub point, demonstrate your research of each of the questions and
cover the topic in a logical and structured manner.
Active participation
It is a condition of enrolment that you actively participate in your studies. Active participation is completing all tasks on time. If you
do not participate you will be required to report to Student Services Coordinator.
Plagiarism
Plagiarism is taking and using someone else's thoughts, writings or inventions and representing them as your own. Plagiarism is a
serious act and may result in a student’s exclusion from a course. When you have any doubts about including the work of other
authors in your assessment, please consult your trainer/assessor. The following list outlines some of the activities for which a
student can be accused of plagiarism:
 Presenting any work by another individual as one's own unintentionally
 Handing in assessments markedly similar to or copied from another student
 Presenting the work of another individual or group as their own work
 Handing in assessments without the adequate acknowledgement of sources used, including assessments taken totally or in part
from the Internet
If it is identified that you have plagiarised within your assessment task, then we will organise a meeting to discuss this with you.
Copyright
You must be careful when copying the work of others. The owner of the material may take legal action against you if the owner's
copyright has been infringed. You are allowed to do a certain amount of copying for research or study purposes. Generally, 10% or
one chapter of a book is acceptable, where the participant is studying with, or employed by, an educational institution.
Competency Outcomes
Each activity in this assessment tasks will be marked as either Satisfactory or Not Satisfactory.
If your work is marked as Not Satisfactory you will be provided with feedback from your assessor and then given time to complete
the task. Your assessor will provide you with a timeline in which you will be required to submit your task. Resubmission timeline will
be determined by the assessor and based on the extent of the re-submission.
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
When you have completed all tasks in this document you will be granted an overall competency outcome, which will be either
Competent or Not Yet Competent.
If your work is marked as Not Yet Competent you will be asked to resubmit the assessment tasks as indicated by your assessor. You
will not be able to gain competency if any of your tasks are not fully completed.
Assessment Appeals Process
If you are dissatisfied with the outcome of one of the assessment tasks or the final outcome of the assessment task because you feel
that the result is unfair or incorrect, you may request to have the task/s or overall assessment task reviewed. If you are still
dissatisfied with the outcome, you may lodge a formal assessment appeal. Refer to SBTA’s Complaints/Appeals Policy and
Procedure.
Application of the unit – BSBMKG609 Develop a marketing plan
This unit describes the skills and knowledge required to research, develop and present a marketing plan for an organisation.
It applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing
specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives. Individuals operating at
this level may receive input from people working under their supervision who collect information required to devise specific
marketing strategies and tactics.
Assessment matrix
The tables below demonstrate how all assessment tasks in this assessment pack contribute to the
outcomes of your learning and assessment activities.
ELEMENTS BSBMKG609 Develop a marketing plan PERFORMANCE
CRITERIA
ASSESSMENT
TASKS
1. Devise marketing strategies 1.1-1.6 Task 1, 2, 3
2. Plan marketing tactics 2.1-2.5 Task 1, 2, 3
3. Prepare and present a marketing plan 3.1-3.4 Task 1, 2, 3
Performance
Evidence
devise, document and present a marketing plan including:
 evaluation of marketing opportunity options
 marketing strategies that utilise existing strengths and opportunities and develop
resources and expertise as needed to meet objectives
 marketing tactics that are legal, ethical, achievable and can be reviewed
 costs, scheduling, responsibilities and accountabilities for tactics
 strategic use of marketing approaches and marketing mix
 rationale for objectives and chosen strategies and tactics
 adjust marketing plan in response to feedback from key stakeholders and
disseminate for implementation.
Task 2, 3
Knowledge
Evidence
summariseorganisational structure, products and services and overall strategic and marketing
objectives
outline common marketing opportunity options including:
 strategic alliances and cooperative business models
 new products or services to target specific markets
 greater market penetration with existing products or services
 take-overs
Task 1, 2, 3
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
 new businesses and franchising
 other options relevant to the organisation
 outline common marketing strategies and marketing approaches
 explain processes to ensure marketing strategies, approaches and marketing mix
align to organisation’s objectives and are legal, ethical and achievable
 outline the legislative and regulatory context of the organisation as relevant to the
marketing plan.
Foundation
Skills
Writing, Oral communication, numeracy, navigate the world of work, interact with others, get
the work done
Task 1, 2, 3
Dimensions of
Competency
Task skills, task management skills, communication management skills, analysis & problem
solving skills
Task 1, 2, 3
Assessment task 1: Knowledge questions
Instructions to Student
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
This knowledge test will enable you to demonstrate your knowledge in understanding the
importance of being able to develop a marketing plan
Questions:
Read all the questions below in class with your colleagues and your trainer and assessor, and
provide answers to each question below.
Answer guide: This assessment task is to be typed with 2-3 paragraphsminimum per question
unless indicated otherwise i.e. list or select
You are a senior Marketing Manager for Global Enterprises. Your organisation is exporting
widgets to the European market. Your organisation’s objective is to expand your trade to
other countries and to increase the sales to the European market as well.
Your role as the Senior Marketing Manager is to conduct research and establish how you are
going to achieve your organisation’s objectives
1.1. In order to expand into other countries, list five (5) examples of marketing opportunity
which you could research which could lead to the growth of your business?
1. Technology advancement
2. Competitors level
3. Demand of the product
4. Logistics convenience
5. Cross cultural management
1.2. List three (3) marketing strategies you could develop that would address the strengths
and opportunities within your organisation’s project capabilities and resources?
1. Relationship marketing
2. Diversity marketing
3. Online marketing
1.3. Explain why it is important to develop feasible marketing strategies and why you should
justify your selection?
Feasible marketing strategies are important for the business as it makes it easier for the
marketing managers and the business to meet the goals and the objectives of the business easily.
It investigates the strategies, ideas, business, campaign etc of the business in an effective way so
that the implementation could be impressive.
Feasible marketing strategies have been used in the given case to meet the goals and the
objectives of the business easily.
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
1.4. If you were to develop a marketing performance review strategy, explain what this would
involve?
If in the given case, if a marketing performance review strategy is developed than the following
factors are required to be involve for a better study and the performance which are as follows:
1. Assesses the core activities of the business
2. Assess the business efficiency of business
3. Review the financial position of the company
4. Conduct a new analysis on the competitors business
5. Conduct the market analysis and the customer analysis
6. Models for the strategic analysis
7. Strategic review etc.
1.5. When developing tactics, you need to ensure that it meets legal and ethical requirements.
Explain what this may include?
The tactics of marketing plan must always be prepared by the business after considering
and managing all the related aspect of the business. The following topics must be
covered while preparing the tactics for the ethical and legal requirements of the business:
Truth in the content and the communication of the business
Organizational policy and procedure
State legislation and regulation
Professional ethical standards
International treaties and conventions
Commonwealth legislation etc.
1.6. When developing a marketing plan, it is important that you as a senior manager must ensure that
your marketing plan meets your organisational, as well as marketing, objectives and
incorporates marketing approaches and a strategic marketing mix. Explain what does marketing
approaches and strategic marketing mix mean?
Marketing approaches Market approach is a process to evaluate the appraisal value
of the assets which is mainly based on the selling price of
the substitute products or the similar products. It is a
business valuation model which is used by the marketing
manager of the company to evaluate the worth of the
business.
As a senior manager, it becomes important for the manager
to evaluate the related aspect and the business valuation to
meet the objectives and the goals of the business.
Strategic marketing mix Marketing mix is the action which is taken by the business to
sell the services and the product to make a contribution in
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
the total turnover of the company. Marketing mix includes
product, price, place and promotion.
As a senior manager, it becomes important for the manager
to evaluate the marketing mix to meet the objectives and
the goals of the business.
1.7. Explain why you need to involve all relevant stakeholders when developing a marketing
plan?
Stakeholders are the organizations, individuals and other parties which impact on a
business. Stakeholders of a business could be investors, suppliers, customers, bank,
financial institution etc. It is important to involve all the stakeholders in the business plan
to enhance the overall position and the performance of the business plan. They affect the
entire objectives, actions and the policies of the business. Involvement of all the parties
would reduce the risk level of the business.
1.8. Explain the objectives of the Australian Direct Marketing Association (ADMA) Direct
Marketing Code of Practice and how it can have an impact on your business.
ADMA has administered a code of practice in order to direct marketing that all the
members of ADMA must abide at the time of conducting direct marketing campaigns. The
direct marketing is the part of good laws and goods and services of the company.
A business could be impacted by the ADMA at a huge level. It would assist the business to
enhance the overall operations and the performance of the business at market.
1.9. As a senior marketing manager, you must be familiar with relevant legislation you need to
comply with. Research the five (5) legislations below, you need to be familiar with and
explain each legislation and how it would relate to your role?
1
Anti-discrimination Anti discrimination law explains that the right of an
individual must be treated equally, Few of the countries
mandate it in the employment, in the consumer
transactions, political participations etc,
This rule must be followed in the business to maintain the
dignity and the performance of the business.
2
Australian E-
Commerce Best
Practice Model
These are the standards which protects the customers in e
– commerce. It offers the industry groups and the individual
business along with voluntary model code of conduct which
would help the business to set up the e-commerce business
effectively.
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
3
Confidentiality
requirements
Confidentiality is the protection of all the personal
information. It means keeping the information of client
among the business and the civet itself. It must be followed
by the business to manage the proper business. It would
help the business to manage the loyalty and goodwill in the
market.
4
Copyright laws Copyright is the bundle of rights which must be taken and
followed by the business to manage the proper functions. It
would help the company to save itself from any issues.
5
Trade Practices Act Trade practices act is a competition and consumer act
which describes that the trade must be legal and ethical. It
would help the company to save itself from any issues.
1.10. Once you have received feedback on your marketing plan, explain how you would
communicate the changes to all relevant stakeholders.
Once the entire feedback about the marketing plan has been received, the changes and the other
information could be communicated with the stakeholders of the company through organizing a
meeting or an event in which all the details would be given to the stakeholders of the business
about the business plan and the implementation of the plan.
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
Assessment task 2: Group Activity
Instructions to students
This is a group activity which will demonstrate your skills in being able to devise marketing
strategies, plan marketing tactics and prepare and present a marketing plan as part of a group.
When completing this activity, ensure you engage with the rest of the group and seek feedback
from everyone. Your assessor will observe your contribution in class and give you feedback.
Qantas Airways has been looking to expand its market share and move into Dubai and the
middle-east. You as the Senior Marketing Manager has been advised by the Board of
Directors to investigate this opportunity and come up with a strategy as to how Qantas
can move into this new market.
You will need to take into account and identify the following:
 Demand for the Route.
 Competitive standing as Emirates flies that route and is a Qantas Partner.
 Aircraft allocation and use
 And the Human resource cost.
Research Qantas on the internet, discuss the points listed below in a small groups and
answer the questions
2.1. Explain what would be the benefits of Qantas moving into the Middle-East?
The entry of Qantas into middle-west would offer huge benefits to the company. some of the
benefits of the Qantas limited has been discussed below:
It would minimize the risk of loss to the business. changes into the Australian economy
could lead to the business towards huge loss but if the company has also invested into the
middle east and Dubai than the loss level of the business could be minimized,
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
The diversification would also help the company to generate more revenues from the
business, sometimes, the business could be affected in a country but diversification at
foreign country would help the business to generate more profits.
Further, it would also help the business to maintain more capital for the future investment
and the performance of the business.
2.2. Explain how government legislation, codes of practice and national standards could
affect business operations and why?
Government legislations, codes of practices, national standards etc are the main
legislation of the business which could affect overall business of the company. It is
important for the business to know the changes into the rules and regulations to
maintain the performamce and operations of the business time to time.
These could lead to the businesses towards huge losses and some legal cases and thus
an organization should be aware about the business.
2.3. What must you as a Senior Marketing Manager be aware of when putting together a
marketing plan for the Board of Directors?
As a senior marketing manager of an organization, manager must be ware about all the related
aspect of the business from operations, activities, marketing, finance, legal and actions of the
business. It would help them to manage all the operations and the covey the right informnation
to the board of directors of the company.
2.4. Conduct a SWOT analysis
Strengths
Strong presence in international and domestic
level
Among the top largest airline company
Oldest airline operator in Australia
More than 25000 people are working with the
company
Weaknesses
Price fixing
Various economical incidents
Limited international presence
Variation in fuel prices
Opportunities
Qantas could become a leader in Asian and
Australian market
Threats
Increment in the fuel prices
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
Various international destinations could be
covered by the company in Asia
Tie ups with international company could
offer a great market.
Increment in the labor prices
Competitor level has been increased
2.5. Now that you can conducted a SWOT analysis develop marketing strategies
which could lead to the success of this venture.
As per the discussion with the other group members and the study, it has been measured
that the entry of Qantas airline in middle-east and Dubai would offer higher returns to the
company. The SWOT analysis express about better position of the business as well as the
overall marketing position and the financial level of the business would also be improved.
The overall study on the diversification of Qantas airline business in Dubai and Middle-east
explains that the changes would offer great returns to the company.
2.6. Present your SWOT analysis and strategies to the rest of the group and document
their feedback.
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
Assessor’s Observation Checklist
Did the candidate demonstrate the following: Satisfactory
Yes/No
Communication skills to discuss the product information with their team
using effective communication skills such as active listening, asking
questions, giving and receiving feedback, using positive body language.
Ability to work as part of a team and conduct research and analyse
marketing information and strategy
Ability to conduct research and gain knowledge about marketing plan
Ability to develop a SWOT analysis
Technology skills to use a computer and internet to access information
Ability to present SWOT analysis to the rest of the group
Assessor’s feedback
Assessor’s signature: Date:
Assessment Task 3: Project
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Assessment Tool
Qualification BSB61015 Advanced Diploma of leadership and management
Cluster number and name: LMAD 2.2 Develop a marketing plan
Units of competency: BSBMKG609 Develop a marketing plan
Student’s ID and full name:
Assessor’s name:
Instructions to student
In this task you are required to use the template provided as “Template 1” and
develop a marketing plan for a product or service which you wish to launch into the
market place. You can choose a company and associated product that you may have
worked in the past or present. Or a business you have started while in Australia such
as coffee shop or fitness/life style and leisure.
Once you have developed your marketing plan, ensure you present it to your assessor to sign
off on the marketing plan.
Your marketing plan must address the following:
a) Evaluate and develop marketing opportunities and strategies
b) Develop feasible marketing strategies
c) Develop marketing performance review strategies
d) Detail tactics to implement each marketing strategy in terms of scheduling, costing,
accountabilities and persons responsible.
e) Identify how you are going to coordinate monitor scheduled activities
f) Explain how you are going to ensure that tactics are achievable meet the legal and
ethical requirements
g) Explain how you are going to review the performance against the planned objectives
h) You must present your marketing plan for approval and gain feedback
i) Make amendments and get final sign off from your assessor.
You must ensure that if you make any amendments to the Marketing Plan based on feedback
received from your assessor, you must attach copies of both the draft copy and the amended
final copy as evidence.
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