Assessment Task 1: Written Questions
Task summary
Students need to answer all of the written questions correctly.
This is an open book test.
Answer must be completed within the timeframe as instructed by your trainer.
Each of the questions below should be copied and pasted into a separate document. Answers must be word-processed, not handwritten.
Required
Access to textbooks/other learning materials
Computer and Microsoft Office
Access to the internet
Timing
The assessor will advise you of the due date of this submission.
Submit
Answers to all questions
Assessment criteria
All questions must be answered correctly in order for a student to be assessed as having completed the task satisfactorily.
Re-submission opportunities
Students will be provided feedback on their performance by their Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed your assessor will explain why and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt/ s will be arranged at a later time and date.
Students have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.
Students are encouraged to consult with their assessor prior to attempting this task if they do not understand any part of this task or if they have any learning issues or needs that may hinder them when attempting any part of the assessment.
Written answer question guidance
The following written questions use a range of -instructional words- such as -identify- or -explain-, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.
Note that the following guidance is the minimum level of response required.
Analyse — when a question asks you to analyse something, you should do so in in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.
Compare — when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.
Contrast — when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.
Discuss— when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.
Describe — when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.
Evaluate — when a question asks you to evaluate something, you should do so putting forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine — when a question asks you to examine something, this is similar to -analyse-, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain — when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify — when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List — when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline — when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarise — when a question asks you to summarise something, this means (like -outlin
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1 . Discuss the purpose of setting marketing objectives
2. Discuss each component of the acronym SMART in relation to marketing objectives.
3. Discuss the Ansoff matrix and its application to developing marketing objectives.
4. Explain the difference between marketing strategy and marketing objectives.
5. Explain Porter's model of competitive advantage and its relationship to marketing strategy and setting objectives.
6. Explain differences between the marketing strategies of market penetration, market development, product development and diversification.
7. Explain the balanced scorecard approach and its usefulness in assessing organisational performance
8. Define the term return on investment and outline how it is calculated.
9. Describe four statistical methods and/or forecasting techniques that can be used to evaluate marketing opportunities.
1 0. Briefly describe one method for forecasting market growth rate.
1 1 . Explain the purpose of a SWOT analysis and a PEST analysis and the differences between each.
12. As a Senior Marketing Manager responsible for a team of staff, outline the anti-discrimination legislation you would need to adhere to. Provide one example of how you would implement legislation in daily practice.
1 3. Outline key legislation and regulations that apply to the marketing industry in Australia. Provide at least three examples.
14. Briefly describe the importance for marketers to abide by the provisions of the Australian Marketing Institute Code of Professional Conduct.
1 5. Describe one aspect of this Code that is important in relation to identifying marketing opportunities?

Assessment Task 2: Marketing performance project
Task summary
This assessment task requires students to conduct a strategic analysis and marketing performance review of a case study organisation and consult with staff in order to develop marketing objectives. Students will also be required to develop a marketing risk management strategy.
Required
Computer and Microsoft Office
Access to the Internet for research and to access examples of Marketing Plans and legislation and ethical requirements at: www.mplans.com http://www.accc.gov.au/accc-book/printer-friendly/29527
Printer
Briefing Report Template
Marketing Objectives Briefing Report Template
Risk Management Legend Risk Management Plan Template
Strategic and Operational Plan
Meeting space
Role play participants (assessor and students)
Timing
The assessor will advise you of the due date of this submission.
Submit
Draft an email to be sent to your assessor with your Briefing Report as an attachment
Draft an email to be sent to your assessor with your revised Briefing Report as an attachment
Draft an email to be sent to your assessor with your Risk Management Plan as an attachment
Assessment criteria
Students must complete all of the activities listed and will be assessed against the assessment criteria included in the checklist included with this task.
Re-submission opportunities
Students will be provided feedback on their performance by their Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed your assessor will explain why and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.
Re-assessment attempt/s will be arranged at a later time and date.
Students have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.
Assessment Task 2 Instructions
Carefully read the following:
Boutique Build Australia was established in 2014 and is a boutique building company based in Sydney that specialises in the design and build of high quality designer homes for the Sydney metropolitan and surrounding areas.
The company has been operational for three years and employs a number of staff including CEO,
Operations Manager, Marketing Manager, Administration Officer, Site Manager and two sales consultants.
The company has recently developed a Strategic Plan as part of a new focused approach to the business. There is a strong emphasis on green building services. The Strategic Plan will also be used to formulate a marketing plan as to date, limited investment and staff time have been put into marketing. The role of
Marketing Manager (your role) has recently been established within the business, as it the importance of the marketing function has been recognised. The CEO has also indicated it may be possible to recruit a new marketing officer to assist with marketing functions.
To date, most business is generated through word of mouth. The company has a website which has also generated some business. At the beginning of the year a SEO expert was employed with the objective of increasing web traffic by 20%. The most recent data about customers visiting the web site during the preceding six months is as follows:
Jan Feb Mar April May June
Number of web site visits 20 30 30 35 40 50
Number of email enquiries from customers about products 10 15 30 45 60 70
The company has also placed a number of advertisements in local community newspapers. The CEO has indicated that during the time that the advertisement was placed (three times during consecutive three weeks), there were a number of enquiries about the company's products and services but not leads. The CEO is unsure that this is the right medium for the company's target group who are high income earners, seeking homes that are stylish, of high quality and innovative.
Currently, about 1% of total revenue is spent on marketing. The company's total revenue for the financial year 2019/2020 was $2,000,000 and gross profit was $40,000. Marketing costs to date comprise of ongoing website maintenance and the newspaper advertisements referred to. The CEO recognises that he is committed to spending more on marketing and has indicated that the percentage could rise up to 3% depending on your recommendations.
Research shows that competitors are spending at least 5% of their budget
Regarding awareness of the company, market research has recently been conducted which showed the following:
4 out of 30 customers interviewed recognised the Boutique Building Australia name.
Complete the following activities:
1 . Conduct a strategic analysis and identify marketing objectives
The first part of this assessment task requires you to review the scenario information, as well as the Strategic and Operational Plan to conduct a strategic analysis and a review of marketing performance and use this to identify marketing opportunities as this will inform the development of marketing objectives for the company. You will need to complete all of the tasks below and develop a report using the Briefing Report Template provided by your assessor. Later you will present your report to the management team for discussion. The management team will be role-played by your assessor and at least two other students.
Your report must address:
An overview of the company's mission, vision and values, key products and services as well as strategic objectives and operational priorities as set out in the Strategic Plan.
An assessment of the company's current situation and the range of factors impacting on the company's directions and targets. Use the information included in the SWOT analysis and market conditions to inform your assessment. Ensure that your analysis includes an outline of key market opportunities and the strengths and weakness of current products and services.
An assessment of the company's legal and ethical requirements in relation to marketing. You will need to conduct research to identify requirements using the web references advised.
An assessment of the company's marketing performance, including current marketing activities and positioning and effectiveness in relation to previous marketing objectives. You will also need to calculate the marketing return on investment for the figures provided. You may use examples of marketing plans and strategies and market analysis contained within these plans to assist you in in developing your performance review. A range of plans that can be used as examples are included at www.mplans.com
An investigation of at least three potential marketing opportunities for the company based on your strategic analysis and marketing performance review including an outline of each opportunity that discusses:
Alignment with the company's objectives and goals and the objectives and goals described in the Marketing Plan
Overall benefits to the business of pursuing the opportunity
Anticipated effect of the marketing opportunity on sales, profitability, growth and market share. Estimated effect on return on investment. This should be an approximate estimate taking into account how much the likely cost of the opportunity would be against anticipated return.
How market conditions impact on the marketing opportunity
How any external factors such as technological or legal factors may affect the marketing opportunity.
O Risks associated with the marketing opportunity.
Identification of suitable marketing objectives based on your strategic analysis, marketing performance review and identification of marketing opportunities. The objectives you recommend must be SMART objectives and you must explain how the objectives you recommend are achievable and realistic for the company in terms of marketing budget and staff resources. In recommending each of the marketing objectives, you should also explain how these link to the organisation's strategic vision and values, as well as objectives. You should develop a minimum of two marketing objectives.
Identification of performance indicators that can be used to measure each of the marketing objectives you have identified
When you have completed your report, you will need to submit it to the management team with a draft email that includes a summary of the purpose of the report and inviting the management team to a management meeting to discuss the proposed marketing objectives.
Print off a copy of the report to provide at the meeting and make sure you read the meeting requirements below to make sure you are prepared.
2. Conduct meeting
This part of the assessment requires you to present your report to the management team to seek input on the proposed marketing objectives.
At the meeting, you are required to:
• Provide an introduction to the meeting, clearly stating the purpose of the meeting.
• Explain the key points from the briefing paper, including your strategic analysis and review of marketing performance identification of marketing opportunities and proposed marketing objectives.
• Seek input on the proposed marketing objectives, as well as performance indicators.
The management team (your assessor) will provide you with feedback, which you must use to update your marketing objectives
During the meeting you will be required to demonstrate effective communication skills including: o Speaking clearly o Responding to questions o Using active listening techniques to confirm or clarify information, including the management team's satisfaction or otherwise with the process.
Following the meeting, you should submit a draft an email to be sent to the management team confirming the agreed marketing objectives with the updated version of your Briefing Report.
3. Develop a risk management plan
The final part of this assessment requires you to develop a marketing risk management strategy. The purpose of the risk management strategy is to identify and document risks for the marketing opportunities you have identified, as well as risk control measures.
You will need to develop your plan using the Risk Management Plan Template provided. Include a description of the risk, likelihood, impact, priority and preventative action/contingency plan. You will also need to review the risk legend provided to you to assess the likelihood and impact of the risk.
When you have completed your plan, submit it to your assessor with draft email.