Assessment 1 Short Answer Questions
Assessment 1 Short Answer Questions
SITXMPR007 Develop and implement marketing strategies
Assessment Tasks and Instructions
Student Name Student Number Course and Code Unit(s) of Competency and Code(s) SITXMPR007 Develop and implement marketing strategies
Stream/Cluster Trainer/Assessor Assessment for this Unit of Competency/Cluster Details
Assessment 1 Short Answer Questions
Assessment 2 Marketing Project
Assessment 3 Assessment conducted in this instance: Assessment 1 FORMCHECKBOX 2 FORMCHECKBOX 3 FORMCHECKBOX
Reasonable Adjustment
Has reasonable adjustment been applied to this assessment?
No FORMCHECKBOX No further information required
Yes FORMCHECKBOX Complete 2.
Provide details for the requirements and provisions for adjustment of assessment:
Student to complete
FORMCHECKBOX My assessor has discussed the adjustments with me
FORMCHECKBOX I agree to the adjustments applied to this assessment
Signature Date 2nd Assessor to complete
FORMCHECKBOX I agree the adjustments applied to this assessment are reasonable
Name Signature Date Assessment Guidelines
What will be assessed
The purpose of this assessment is to assess your underpinning knowledge to complete the tasks outlined in the elements and performance criteria for this unit of competency and relating to the following aspects:
data collection tools and research methodologies of particular relevance to marketing
marketing planning techniques and formats and key features of a marketing plan
internal and external issues that impact on market planning in a given industry context
internal capabilities and resource considerations:
communication capabilities
e-business capacity
equipment capacity
financial resources
hours of operation
human resources
location and position
staff skill levels
comparative market information relevant to marketing strategies:
benchmarking
best practice information
competitor information
industry marketing and distribution networks in the relevant context
new and innovative marketing strategies in the relevant industry context, and in particular current and emerging marketing technologies and the opportunities they present
legal issues that impact on marketing activities:
Australian consumer law
copyright and intellectual property considerations
the Privacy Act 1988
specific issues arising from use of new technologies
ethical considerations for marketing:
appropriate use of images and text
codes of practice
protection of children
targeting of particular groups in the community
sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:
cultural and social sustainability
economic sustainability of marketing initiatives
resource conservation and waste minimisation.
Place/Location where assessment will be conducted
RTO to complete
Resource Requirements
Pen, Paper or computer.
Instructions for assessment including WHS requirements
You are required to address all questions to achieve competence. Your trainer will provide you with instructions for time frames and dates to complete this assessment.
Once completed, carefully read the responses you have provided and check for completeness. Your trainer will provide you with feedback and the result you have achieved.
Statement of Authenticity
FORMCHECKBOX I acknowledge that I understand the requirements to complete the assessment tasks
FORMCHECKBOX The assessment process including the provisions for re-submitting and academic appeals were explained to me and I understand these processes
FORMCHECKBOX I understand the consequences of plagiarism and confirm that this is my own work and I have acknowledged or referenced all sources of information I have used for the purpose of this assessment
Student Signature: Date: / /201
This assessment: First Attempt FORMCHECKBOX 2nd Attempt FORMCHECKBOX Extension FORMCHECKBOX Date: FORMTEXT / FORMTEXT / FORMTEXT
RESULT OF ASSESSMENT Satisfactory FORMCHECKBOX Not Yet Satisfactory FORMCHECKBOX
Feedback to Student:
Assessor(s) Signature(s): Date: FORMTEXT / FORMTEXT / FORMTEXT
Student Signature Date: FORMTEXT / FORMTEXT / FORMTEXT
Assessment 1
Your task: Answer the following questions. Each question must be completed.
List 5 factors you must have knowledge of to develop an effective marketing strategy.
Response
1.
2.
3.
4.
5.
When developing marketing strategies, you need to be aware of your business capabilities and resources. What do you need to consider for each of the following aspects?
Communication capabilities
E-business capacity
Equipment capacity
Financial resources
Hours of operation
Human resources
Staff skill levels
List 5 examples of sources of information for analysing the effectiveness of current and past marketing campaigns.
Response
1.
2.
3.
4.
5.
Explain each of the following types of comparative market information:
Benchmarking
Best Practice Information
Competitor Information
Using a SWOT analysis, define what needs to be analysed for the following areas:
Identify Strengths and Weaknesses Internal Environment
Identify Opportunities and Threats External Environment
What is the primary tool of engagement with the world for most people? How does this affect the marketing environment?
Response
List 5 pieces of information you will need to perform a competitor analysis. Where could this information be sourced?
Response
Give 5 examples of information that a promotional activity report should contain.
Response
1.
2.
3.
4.
5.
List the name of 2 websites which you can use as resources to identify and analyse market growth or decline.
Response
Name 3 factors that can affect the economic environment, and affect peoples spending habits.
Response
1.
2.
3.
Provide a description for each of the following aspects used to analyse market share:
Overall market share
Segment market share
Relative market share
Change in market share
Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:
Response
Name the 3 aspects of the triple bottom line sustainability concept.
Response
1.
2.
3.
Name 4 internal issues which can impact on a business marketing planning.
Response
1.
2.
3.
4.
Name 4 external issues which can potentially result in new business opportunities for a TH&E business.
Response
1.
2.
3.
4.
What is the purpose of a marketing plan? How is this purpose achieved?
Response
Why should you involve your staff in developing marketing strategies and plans?
Response
Why must your marketing plan be approved before being implemented?
Response
What are the 4 steps in marketing control?
Response
1.
2.
3.
4.
Give 2 examples of reports you may generate to help analyse the effectiveness of marketing campaigns.
Response
1.
2.
List 3 aspects why marketing campaigns do need to be reviewed:
Response
1.
2.
3.
What needs to happen once promotional activities have been reviewed for their success or failure?
Response
Who should be informed about updates to the marketing strategy?
Response
List the key aspects of a marketing plan and outline what these involve:
Response
What is a disadvantage of direct sales distribution?
Response
Name 2 methods of indirect sales distribution.
Response
1.
2.
List 3 aspects of a business conduct covered by consumer law.
Response
1.
2.
3.
A marketing plan should include a mission statement and a business vision. Explain what each of these should outline.
Response
What are the key principles which must be considered for ethical advertising? List 3 codes which regulate advertising:
Response
What is the role of Australian Consumer Law in relation to marketing?
Response
What is the purpose of Copyright? How is copyright managed?
Response
What impact does the Privacy Act have on business marketing activities?
Response
Outline one legal issue that has emerged with the rise of the Internet and online business.
Response
Provide one example of an innovative marketing strategy used by a TH&E business.
Response
Assessment 2 Marketing Project
SITXMPR007 Develop and implement marketing strategies
Assessment Tasks and Instructions
Student Name Student Number Course and Code Unit(s) of Competency and Code(s) SITXMPR007 Develop and implement marketing strategies
Stream/Cluster Trainer/Assessor Assessment for this Unit of Competency/Cluster Details
Assessment 1 Short Answer Questions
Assessment 2 Marketing Project
Assessment 3 Assessment conducted in this instance: Assessment 1 FORMCHECKBOX 2 FORMCHECKBOX 3 FORMCHECKBOX Reasonable Adjustment
Has reasonable adjustment been applied to this assessment?
No FORMCHECKBOX No further information required
Yes FORMCHECKBOX Complete 2.
Provide details for the requirements and provisions for adjustment of assessment:
Student to complete
FORMCHECKBOX My assessor has discussed the adjustments with me
FORMCHECKBOX I agree to the adjustments applied to this assessment
Signature Date 2nd Assessor to complete
FORMCHECKBOX I agree the adjustments applied to this assessment are reasonable
Name Signature Date Assessment Guidelines
What will be assessed
Performance Evidence
The purpose of this assessment is to assess your ability to complete tasks outlined in elements and
performance criteria of this unit in the context of the job role, and:
develop a marketing strategy and plan for a product or service, including:
identifying current and relevant marketing issues
detailed, realistic implementation and monitoring program specific to the product or service
details of marketing techniques and distribution networks specific to the product or service
opportunities presented by new technologies
research and critically analyse internal and external business environments relevant to the above product or service
evaluate and report on the above marketing strategy and plan against the following criteria:
consistency with overall marketing direction
exposure achieved
penetration of target market
cost-effectiveness of financial and human resources
completion of strategy within established timeframe
recommendations for strategic responses based on evaluation.
Knowledge Evidence
The purpose of this assessment is to assess your knowledge to complete tasks outlined in elements and
performance criteria of this unit in the context of the job role, and:
data collection tools and research methodologies of particular relevance to marketing
marketing planning techniques and formats and key features of a marketing plan
internal and external issues that impact on market planning in a given industry context
internal capabilities and resource considerations:
communication capabilities
e-business capacity
equipment capacity
financial resources
hours of operation
human resources
location and position
staff skill levels
comparative market information relevant to marketing strategies:
benchmarking
best practice information
competitor information
industry marketing and distribution networks in the relevant context
new and innovative marketing strategies in the relevant industry context, and in particular current and emerging marketing technologies and the opportunities they present
legal issues that impact on marketing activities:
Australian consumer law
copyright and intellectual property considerations
the Privacy Act 1988
specific issues arising from use of new technologies
ethical considerations for marketing:
appropriate use of images and text
codes of practice
protection of children
targeting of particular groups in the community
sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:
cultural and social sustainability
economic sustainability of marketing initiatives
resource conservation and waste minimisation.
Place/Location where assessment will be conducted/Timeframes
RTO to complete
Resource Requirements
Refer to the Assessment conditions attached to the Futura Group Mapping Document located in the teacher support tools folder or the Assessment Conditions for this unit in the SIT 1.0 Training Package.
Computer, internet access
Marketing plan template and guide docx (located in student assessment folder)
Instructions for assessment including WHS requirements
The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C.
Part A:
You are required to choose a product, service, project or event; research the existing market environment; and develop a marketing strategy for your chosen product, service, project or event.
Included in this part is the development of monitoring and evaluation strategies you will use to monitor the activity(ies) in progress and to measure the outcomes achieved and the implementation strategy including all timelines (when, where, who, what).
Part B:
You are required to write a report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement.
Part C:
You are required to present your report to the stakeholders identified for the marketing activity. You are required to seek feedback from stakeholders and make adjustments to you marketing plan as or if relevant.
Your trainer or a person to be determined will script the feedback received. This must be attached to this project.
The marking criteria on the final page provide an indication for aspects to be covered during the presentation
Statement of Authenticity
FORMCHECKBOX I acknowledge that I understand the requirements to complete the assessment tasks
FORMCHECKBOX The assessment process including the provisions for re-submitting and academic appeals were explained to me and I understand these processes
FORMCHECKBOX I understand the consequences of plagiarism and confirm that this is my own work and I have acknowledged or referenced all sources of information I have used for the purpose of this assessment
Student Signature: Date: / /201
This assessment:
First Attempt FORMCHECKBOX 2nd Attempt FORMCHECKBOX 3nd Attempt FORMCHECKBOX Extension FORMCHECKBOX Date: FORMTEXT / FORMTEXT / FORMTEXT
RESULT OF ASSESSMENT Part A Satisfactory FORMCHECKBOX Not Yet Satisfactory FORMCHECKBOX
Part B Satisfactory FORMCHECKBOX Not Yet Satisfactory FORMCHECKBOX
Part C Satisfactory FORMCHECKBOX Not Yet Satisfactory FORMCHECKBOX
Feedback to Student:
Assessor(s) Signature(s): Date: FORMTEXT / FORMTEXT / FORMTEXT
Student Signature Date: FORMTEXT / FORMTEXT / FORMTEXT
ASSESSMENT 2
Marketing Project
The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C.
Please use the attached Marketing plan template and guide (or any template as instructed) and follow the structure of the document for the purpose of this project.
Part A
requires the preparation for the complete marketing strategy for your chosen product(s) service(s), project or event:
Step 1 Research include an acknowledgement page and a bibliography page that lists all the references (this should include any websites, textbooks, journals and or other related documents) and all downloaded information in the form of research notes also need to be attached as evidence.
Step 2 Develop a marketing strategy the report should include your developed marketing strategy.
Step 3 Prepare a marketing plan the marketing plan should address all the key criteria as listed in the task.
Step 4 Prepare the monitoring and evaluation strategies you will use to monitor the activity(ies) in progress and to measure the outcomes achieved.
Step 5 Prepare the implementation strategy including all timelines (when, where, who, what)
Part B
requires a written report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement.
Part C
requires a presentation of your report to the stakeholders identified for the marketing activity. You are required to seek feedback from stakeholders and make adjustments to your marketing plan as or if relevant.
Your trainer or a person to be determined will script the feedback received. This must be attached to this project.
The marking criteria on the final page provide an indication for aspects to be covered during the presentation
PART A
Step 1 Conduct thorough research to collect and analyse information on:
The internal business environment: (key criteria to be included are as follows):
Describe the current core activities, customer base, business values and business direction
Identify and analyse information relating to the effectiveness of current and past marketing efforts
Review business performance information to identify strengths, weaknesses, opportunities, threats and critical success factors
Identify and record current capabilities and resources (e.g. the use of technology or e-business to develop and implement marketing strategies) including the need for specialist assistance (e.g. underperforming products and services with reasons for underperformance)
and
The external business environment: (key criteria to be included are as follows):
Identify and analyse information on expected market growth or decline, along with the associated risk factors
Analyse projected changes in the labour force, population and economic activity that would affect your marketing
Current comparative market information which may include best practice information, benchmarking and competitor information
Industry and customer trends, emerging issues and developments which may be: economic, ecological, environmental, government activities, social and cultural, demographic, technological or industrial
Legal, ethical and sustainability constraints of the market and potential business impacts
Opportunities presented by new technologies
Step 2 - Develop a marketing strategy
Marketing strategies:
Detail the specific opportunities for your product, service, project or event based on your internal and external market analysis
Explore and list new and innovative marketing approaches and techniques that are appropriate to your product, service, project or event
Outline the marketing channels and distribution networks you will use for your marketing communications and materials
Explain how you will integrate legal, ethical and sustainability considerations
Explain how you will consult with key stakeholders in this strategy development process.
Step 3 Prepare a marketing plan
In the template provided, outline the methodology used to clearly communicate all priorities, responsibilities, timelines and budgets.
Explain how you will provide opportunities to colleagues to contribute to this marketing plan.
Step 4 Prepare the monitoring and evaluation strategies
The Evaluation strategy shall include:
Evaluation criteria to be used when evaluating the marketing initiatives
Benchmarks you will use to evaluate success of methods/impacts
Timeframes for evaluation
Provisions for adjustment/continuous improvement
Communication requirements
Step 5 Prepare the implementation strategy
The implementation strategy shall include:
A detailed schedule of all required activities. This may include a Gantt chart or other suitable scheduling approaches.
An overview of monitoring procedures you will use, including the types of reports or data collection mechanisms.
Communication processes.
PART B
Based on your marketing plan from PART A you now need carry out the marketing activities.
Following the marketing activities you must use carry out your evaluation strategy developed in Part A, Step 4 in order to measure the outcomes and impact of the marketing plan and strategy as a whole.
Prepare a report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement.
Your report must detail:
Why the research was conducted
How the research was conducted (Internal and External Environment)
How the information from the research was analysed
Which key aspects informed the development of your marketing strategy
An overview of the marketing strategy
Details and components of the marketing plan including implementation strategies
The monitoring and evaluation procedures used for the marketing activities
PART C
Present your report to the stakeholders identified in the marketing plan, your colleagues, or as instructed by your trainer.
Obtain feedback on the presented details of the plan including clarification of details as these arise.
Responses should be documented by a student or trainer and inform adjustment to the marketing plan as or if relevant. This should be attached to this project.
The key areas for the feedback need to focus on:
Your ongoing evaluation process, including feedback and analysis from colleagues
Suggested areas for improvement based on weaknesses that have been identified
Proposed changes to the marketing strategy (channels, target market, timing, marketing approaches, resourcing, etc.) based on feedback and evaluation
Marking Criteria
Criteria S NYS S NYS Comments
Provides an overview for the planned marketing activity The goal(s) of the activity is identified The goal(s) is/are clear and relevant Reason(s) why activity is selected is provided The internal environment has been analysed through a SWOT analysis:
1. ______________________________
2. ______________________________
3. ______________________________
4. ______________________________
The external environment has been analysed through a SWOT analysis:
1. ______________________________
2. ______________________________
3. ______________________________
4. ______________________________
Current comparative market information is provided:
Best practice
Information
Benchmarking
Competitor information Information for industry and customer trends is provided:
emerging issues
economical aspects
ecological
environmental
government activities
social and cultural
demographic
technological The details identified from the organisational documentation have been analysed correctly The organisational marketing direction has been identified The factors to determine promotional activities are determined Promotional activities are analysed The target market has been analysed The legal aspects have been identified The ethical requirement have been identified as relevant Sustainability aspects have been considered and included. The available budget has been identified The desired results have been analysed The desired results are realistic (given the parameters) The timing has been established The timing is realistic The competitive market activity has been analysed and evaluated Provides suitable networks to plan and market activities Distribution channels are identified as relevant The required resources are identified Innovative technologies and techniques are used:
1. ______________________________
2. ______________________________
3. ______________________________
4. ______________________________
The mechanisms to reach the identified target markets are identified The advantages and disadvantages have been identified The cost factors have been evaluated The cost factors for the marketing activity have been provided The cost details provided are realistic A complete implementation plan for the marketing activity is provided The promotional activities are implemented according to the action plan Delays are documented The results achieved from the activities are evaluated:
1. ______________________________
2. ______________________________
3. ______________________________
4. ______________________________
A complete evaluation report for the marketing activity is provided The consistency with overall marketing direction is evaluated The exposure that was achieved is evaluated The reached attendees versus the intended target market is evaluated The cost-effectiveness of financial and human resources is evaluated The completion within established timeframe is evaluated A summary report is presented which gives a clear overview of the overall success of the activity Feedback from stakeholders is acknowledged pro-actively and clarified as required. Changes for future activities are suggested and reflected in feedback Insert additional criteria as required and relevant
