Plan and monitor direct marketing activitiesAssessment Task 1 Knowledge Questions
Plan and monitor direct marketing activitiesAssessment Task 1 Knowledge Questions
Task summary
This is an open book knowledge test, to be completed in your own time.
You need to answer all the written questions correctly.
Required
Access to textbooks/other learning materials.
Access to a computer and Microsoft Office.
Access to the internet.
Note: If you do not have access to Microsoft Office, you must save your work as PDF before uploading.
Timing
The due date of this assessment is available on your learning management system.
Submit
This completed workbook.
Assessment criteria
All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will receive feedback on your performance from your Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any part of the task is not satisfactorily completed, your assessor will provide you with written feedback to guide you on what you must undertake to demonstrate satisfactory performance. This assessment may be re-attempted twice. Your resubmission must be uploaded within three (3) days of receiving your grade of not yet satisfactory. You must clearly display Resubmission on your resubmitted work.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with your assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Cover Sheet
Student name: Student ID Trainers Name: Date Submitted: Student declaration: I declare that:
I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
This assessment is my own work and where others works or ideas have been used, I have appropriately referenced or acknowledged them
I understand that plagiarism is a serious offence that may lead to disciplinary action.
Student signature:
Assessment Task 1: Knowledge Questions
Question 1 Describe the details of any five (5) types of direct marketing activities. (approx. 50-70 words each)
Answer:
1.
2.
3.
4.
5.
Question 2 What outcomes are generated from direct marketing activities to the target audience? List three examples (approx. 150-200 words)
Answer:
1.
2.
3.
Question 3 What are the advantages of direct marketing for an organisation in terms of creating customer value?. (approx. 50-100 words)
Answer:
Question 4 Explain the following contents of a direct marketing proposal, including:
Objectives and purpose of marketing strategy
Detailed budget
Timelines
Implementation plan
Performance indicators (approx. 300 words)
Answer:
Question 5 A direct marketing proposal has several components. List and describe four of these. (approx. 300 words)
Answer:
Question 6 Discuss five (5) negotiation strategies used to market the products and services (approx. 50-100 words each)
Answer:
Question 7 Discuss the following methods of evaluating the effectiveness of direct marketing activities. (approx. 50 words each)
Return on investment
Cost per win (sales)
Cost per lead
Incremental sales
Cost per value
Answer:
Question 8 Explain the following sources of advice available on contract requirements for direct marketing activities. (approx.150-200 words)
Advertising and selling guide by Australian Competition and Consumer Commission (ACCC)
Government websites (choose one relevant one)
Answer:
Congratulations on completing your Assessment Task 1. Please remember to submit:
This completed workbook
BSBMKG544
Plan and monitor direct marketing activitiesAssessment Task 2 Performance and Skills
Task summary
This project requires you to plan and monitor direct marketing activities for specific services and products.
The unit applies to individuals who are responsible for attracting a brands target audience to increase brand involvement. Individuals work across a variety of industries and possess a sound theoretical knowledge base. They demonstrate a range of managerial skills to ensure business activities are conducted effectively and comply with legislative requirements.
Required
Access to textbooks/other learning materials.
Access to a computer and Microsoft Office.
Access to the internet.
Note: If you do not have access to Microsoft Office, you must save your work as PDF before uploading.
Timing
The due date of this assessment is available on your learning management system.
Submit
This completed workbook.
Assessment requirements
All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will receive feedback on your performance from your Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any part of the task is not satisfactorily completed, your assessor will provide you with written feedback to guide you on what you must undertake to demonstrate satisfactory performance. This assessment may be re-attempted twice. Your resubmission must be uploaded within three (3) days of receiving your grade of not yet satisfactory. You must clearly display Resubmission on your resubmitted work.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with your assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Cover Sheet
Student name: Student ID Trainers Name: Date Submitted: Student declaration: I declare that:
I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment taskThis assessment is my own work and where others works or ideas have been used, I have appropriately referenced or acknowledged themI understand that plagiarism is a serious offence that may lead to disciplinary action.
Student signature:
Assessment Task 2 Performance and Skills
Preamble
Preamble
This assessment requires you to scope two (2) direct marketing activities, then plan, develop and and monitor just one (1) of these direct marketing activities for a product or service. Use the case study and accompanying documents to complete this assessment task.
The assessment is divided into three (3) parts:
Part A: Establish direct marketing activitiesPart B: Implement direct marketing activities according to legislative requirementsPart C: Evaluate direct marketing activitiesPart A: Establish direct marketing activitiesRead the following case study, documentation in the appendix (also found in OTrain as additional documents) and accompanying the scenario, before answering the following questions.
Case study: Online Media Solutions
Online Media Solutions is a marketing and web development business based in Melbourne, Australia. The business started in operations in 2015 and has seen exponential growth since its establishment.
The business operates in the web service industry to offer superior and unique services to small businesses and institutions (B2B business model). Our experience and expertise in web sales and e-commerce give us the backing to provide solutions that are currently lacking in the market.
There is an all-time high demand for web development and marketing for small businesses, with signs of rising further. Interestingly, few web developers have taken advantage of this opportunity, leaving the industry with no dominant participants.
The projects high costs and the focus on more prominent companies and institutions could contribute to why this market remains untapped. We will have a system that will reduce the project costs dramatically, allowing us to offer quality services at reduced costs.
Scenario: Marketing manager for Online Media Solutions
You are working as Marketing Manager in Online Media Solutions. Your team have the following members:
Digital marketing copywriter
Digital Marketing Executive
Team leader (Online Marketing)
Your roles and responsibilities
As Marketing Manager in Online Media Solutions, part of your job role to plan and monitor direct marketing activities for specific services and products, you have the following responsibilities:
Determine your marketing objectives and goals.
Investigate and select direct marketing activities based on marketing objectives.
Make a budget and a timetable for specified direct marketing efforts.
Create a proposal for direct marketing initiatives.
Present a proposal for direct marketing initiatives to the appropriate personnel.
Create KPIs for assessing direct marketing activity.
Begin negotiations with key stakeholders and carry out selected direct marketing initiatives.
Assist in the creation of contracts for direct marketing operations based on the outcomes of negotiations.
Assemble resources to carry out direct marketing activities in accordance with the proposal for direct marketing activities, the results of the negotiations, and the statutory requirements.
Inform employees about the necessary input for direct marketing initiatives.
Using indicators, calculate the efficacy of direct marketing initiatives.
Recommend changes to direct marketing operations based on the evaluation results.
Keep track of potential improvements for future marketing possibilities.
UI Design and Development Services (onlinemediasolutions.com.au)Scoping marketing objectives and goals for two direct marketing activities:
Direct marketing activity 1: Send out newsletters to potential clients
Direct marketing activity 2: Use social media platforms for marketing our services
Determine and document the marketing objectives for Online Media Solutions using this template. (approx. 100-200 words)
Marketing objectives and goals
Answer:
Investigate and select direct marketing activities based on marketing objectives from above.
Research and scope two (2) direct marketing activities according to marketing objectives above.
Determine and document the reason for selecting direct marketing activities and how they align with the marketing objectives.
Document the following using the template below:
Two (2) direct marketing activities
Reason for selecting direct marketing activitiesHow do the selected marketing activities align with the marketing objectives?
Direct marketing activities
Answer
Two (2) direct marketing activities:
Reason for selecting direct marketing activities:
How the selected marketing activities align with the marketing objectives:
Choose one of the activities from question 1-2 and develop a budget and timeline for the direct marketing activities.
Analyse the budget documentation given in the case study.
Create and document the following in the template below (approx. 200-300 words):
A budget for the direct marketing objectives.
The required implementation steps for the direct marketing activities
A timeline for direct marketing activities
Budget and timeline
Answer
Budget for direct marketing objectives:
Implementation Steps:
Timeline:
Develop a direct marketing activities proposal for your chosen direct marketing activity.
Develop a direct marketing activities proposal using the template below and include the following information (approx. 200-300 words):
Objectives and purpose of marketing strategy
Direct marketing activities
Detailed budget
Timelines
Implementation plan
Performance indicators for evaluating direct marketing activitiesRe-targeting strategies.
Direct marketing activities proposal.
Answer:
Objectives and purpose of marketing strategy
Direct marketing activities
Detailed budget
Timelines
Implementation plan
Performance indicators for evaluating direct marketing activitiesRe-targeting activities to follow up and nurture potential leads not responding to or that fell outside the KPIs.
Part B: : Implement direct marketing activities according to legislative requirements
Create a roleplay meeting with your operations managerRead the following scenario and create a roleplay meeting.
Scenario: Meeting with Operations Manager
Your role as Marketing Manager for Online Media Solutions requires you to present a proposal for the direct marketing initiatives to the Operations Manager according to organisational policies and procedures. Read the document on roles and responsibilities in the appendix.
For this meeting use the templates below to create an agenda. In this meeting you need to present information using the direct marketing proposal information from Part A, along with appropriate visual aids, for approval from the Operations Manager.
To prepare for the roleplay meeting, you should ask a classmate to play the role of Operations manager. The participant will need to be briefed on their role and make sure they have questions and feedback ready for the meeting discussion/feedback.
The meeting should run for five (5) minutes and include discussions/feedback on the budget and proposal. You can conduct the role play in your workshop as per the instructions in the important notes. You can also use a family member or friend instead and video the meeting as described in the important notes below. Your trainer will assess you in class unless you are doing the role play for video.
You will also need to make minutes (notes) of the meeting to capture any feedback or amendments to the proposal. Visual aids such as PowerPoint slides, will help you explain:
Timelines and budget allocation
Performance indicators (KPIs)
Re-targeting strategies
Your role play structure should follow along the lines of:
Meeting
The Marketing Manager will discuss the following with the Operations Manager:
Objectives and purpose of marketing strategy
Direct marketing activities
Detailed budget
Timelines
Implementation plan
Performance indicators for evaluating direct marketing activities.
Re-targeting strategies
The Marketing Manager will further:
Clarify the understanding of the internal stakeholders.
Answer the questions asked by the stakeholders.
Negotiate the outcomes of the proposal for direct marketing initiatives.
Gather feedback on the marketing activities and make revisions based on the feedback received.
Fill out the following agenda template and add the minute action items in the last column after the meeting:
Meeting/Project Name: Date of Meeting: (MM/DD/YYYY) Time: Meeting Facilitator: Location: 1. Meeting Objective
2. Attendees
Name Department/Division E-mail Phone
3. Meeting Agenda
Topic Owner Time
4. Preparation (documents/handouts to bring, reading material, etc.)
Description Prepared by
Minute Action Items
Action Owner Due Date
IMPORTANT NOTES:
This part of the assessment includes a role play of stakeholder meeting. Please follow the instructions below:
Students taking face to face classes:
You can do the role play face-to face during class hours. You will be required to arrange fellow students to do the role play with you however they must be briefed on their role and prepared to ask you questions and provide you with feedback. Please see further instructions in the assessment on the number of participants required for the role play.
Your trainer will complete a Role Play Observation Criteria as evidence of your participation in the role play (this will either be completed in hard copy by your trainer and handed to you in which you will be to photograph it and upload it OR it will be completely electronically by your trainer who will upload it as part of your assessment record).
Students taking online classes:
You must arrange participants to do the role play with you (participants can include fellow students, friends, family members, or work colleagues however they must be briefed on their role and prepared to ask you questions and provide you with feedback. Please see further instructions in the assessment on the number of participants required and the length for the role play.
You must also video record the role play using your phone and upload it to learning management system. You can also do the task using an online platform such as WhatsApp or Zoom and record the session.
Your trainer will complete a Role Play Observation Criteria as evidence of your participation in the role play (this will be completely electronically by your trainer who will upload it as part of your assessment record).
Uploading your video onto Learning Management System:
Please see additional instructions uploaded together with Assessment Task 2 on how to submit your recording onto the learning management system.
Role play observation criteria
Note: Please refer to the following observation criteria for the role play explaining the learning expectations that your trainer/assessor will use to determine your grading as Satisfactory (S) or Not Yet Satisfactory (NYS):
Present direct marketing activities proposal to relevant personnel
Participates in verbal exchanges using appropriate language and non-verbal features
Uses active listening and questioning to confirm understanding
The marketing activities align with the marketing objectives.
The KPIs established evaluate the direct marketing activities
Basis for the development of a marketing strategy is clear
Tracking the implementation of the direct marketing activities is established
Initiate negotiations with the following team members and draft contracts for direct marketing activities according to negotiation outcomes
Scenario: Organising the team
The Operations manager has approved the proposal for the direct marketing activities. Management wants to draft contracts with the following subcontractors/freelancers for implementing the direct marketing activities. The team consists of:
Digital marketing copywriter,
Digital Marketing Executive,
Team leader (Online Marketing)
You need to then brief the team once the contracts have been signed.
Research and find an online link to an example of a contract for one of the roles above, then fill out the template below for one (1) of the roles. Use the information in the company documents and the information in the contract to assist you in filling out the template for all of the team. (approx. 200 words)
Contracts
Answer
Parties and duration
Scope of work
Payment
Dispute resolution clause
Intellectual property clause
Conditions for termination of the contract.
Brief the team, (after contracts are signed). Write a team email will need to cover the following areas. (approx. 400 words)
In your email include who will be doing which role for each of the activities in both digital activities for each of the team and include:
Parties and duration
Scope of work
Payment
Dispute resolution clause
Intellectual property clause
Conditions for termination of the contract.
Outline the resources that will be needed for both activities.
Direct marketing activities to be implemented.
Steps to be implemented for each marketing activity.
Roles and responsibilities of each team member.
Ask for feedback from the team on each of these issues.
Write a team email will need to cover the following areas. (approx. 400 words)
In your email include who will be doing which role for each of the activities in both digital activities for each of the team and include:
Parties and duration
Scope of work
Payment
Dispute resolution clause
Intellectual property clause
Conditions for termination of the contract.
Outline the resources that will be needed for both activities.
Direct marketing activities to be implemented.
Steps to be implemented for each marketing activity.
Roles and responsibilities of each team member.
Ask for feedback from the team on each of these issues.
To
CC
Answer
Parties and duration
Scope of work
Payment
Dispute resolution clause
Intellectual property clause
Conditions for termination of the contract.
Design a prototype for your chosen direct marketing activities chose one:
Guidelines for preparing newsletter:
The newsletter must market two (2) services.
Use free software such as canvas to prepare the newsletter.
Use a strong subject lineUse compelling wording and include links and bold key phrases.
Include hyperlinksKeep it as brief as possible.
Break up heavy text with bullets and lists.
Include photographs to keep things engaging.
E-mail the newsletter prepared to the Supervisor assigned and trainer/assessor.
Guidelines for social media platforms for promoting/marketing the services of the organisation.
other
Guidelines for promoting/marketing the services of the organisation:
Create a profile on LinkedIn and Instagram.
Share the newsletter prepared on LinkedIn and Instagram.
Take a screenshot of the LinkedIn and Instagram posts.
E-mail the web link and screenshots of the LinkedIn and Instagram posts to the trainer/assessor.
Prototype
Answer
Part C: Evaluate direct marketing activities.
Scenario: Report on digital activity outcomes
The Operations manager has asked for a report on the data from the digital campaigns. You need to get the following information and add it into a report.
Describe the number of newsletter subscribers. Likes, comments and shares on social media.
Calculate the effectiveness of direct marketing activities using indicators.
Review results of the effectiveness of direct marketing activities against the marketing objectives and expected outcomes.
Two (2) modifications to direct marketing activities according to the evaluation performed.
Write a report to management on the effectiveness of the campaign, using the scenario above and the information in the organisational documents to help you complete the task. Your report in an email format should include (approx. 300 words):
A brief summary of the evaluation.
Improvement opportunities for future marketing opportunities
Strategies to address each improvement opportunityEmail
To
CC
Answer
a)
b)
c)
Make sure to paste the URL link hereCongratulations on completing your Assessment Task 2. Please remember to submit:
This completed workbook Role play recording for Part B (if not completed in face-to-face class)
Visual aids for the roleplay in PDF reduced file size format
Appendix
