Manage the Marketing Process
Unit of Competency BSBMKG603
Total Delivery Hours TBA
Schedule TBA
Cluster/Term TBA
1. Introduction
assessment
tasks that need to be completed for this unit of competency•
This assessment pack containsbecorn all completed submitted as per the instructions provided.
All the given tasks must
separately in the -Assessment Guide-, available from your
trainer/assessor and online portal.
2. Unit Overview
required to strategically manage the marketing process and
This unit describes the skills and knowledge
marketing personnel within an organisation.
It applies to senior personnel who are responsible for managing the overall marketing process of an
icall the
organisation, and for managing marketing personnel. Typy y manage a portfolio of products or services
across the organisation, rather than a single product or a few products.
Detailed unit description, including performance criteria and competency evidence can be accessed online at;
htt• trainin ov.au Trainin• Details BSBMKG603
View Unit
Learning Outcomes
On successful completion of this unit, the student/trainee will be able to;
• Manage marketing performance
• Manage marketing personnel
• Evaluate and improve strategic marketing performance
As well as demonstrating the performance criteria, to be assessed as competent, the student must demonstrate their ability to apply the required knowledge and skills in a range of situations. These are summarised in the unit description as provided in the link above.
The students must familiarise themselves with all the competency requirements for this unit of competency and ensure that they have received all the relevant information and support, including assessment task and submission schedules, and any specific assessment requirements and conditions, from the trainer/assessor prior to undertaking these assessments.
Unit Prerequisites
There are no prerequisites for undertaking this unit of competency.
3. Prescribed Text and Resources
Kotler P. and Keller K., 2008, Marketing Management (13th Ed.), Prentice Hall, New Jersey Kotler P., Armstrong G., 2007, Principles of Marketing (12th Edition), Princeton Hall, New
Jersey
Ferrell 0. C., 2007, Marketing Strategy (4th Ed.), South-Western College' Boston Other Online Resources
Mind Tools: http://www.mindtools.com/
Business Balls: http://www.businessballs.com/
http://skills.business.q1d.goy.au/running/marketing.htm
http://www.smallbusiness.wa.goy.au/marketing
http://marketingprinciples.com.au/
http://www.ami.org.au/
http://www.marketingmag.com.au/
http://marketing.about.com/
Harvard Referencing System Guide:
http://www.unisa.edu.au/Itu/students/study/referencing/haryard.pdf http://www.swinburne.edu.au/lib/researchhelp/harvard_system.htm
Assessment Task 1
Part A: Turin 2006 Olympic Games: Strategic Review
Description:
With a population of more than 900 000, Turin became the largest city ever to host the Olympic Winter Games in 2006. A record 2,508 athletes from 80 National Olympic Committees (NOCs) competed and 26 NOCs took home medals. For the fst time, llvev,defFverageo'theGame:was available on mobile phones. Video coverage was available in 18 countries Azerbaijan were also able to watch all the ati°Suriingeheintrnet forVesultsProvedpopu1ar too, with torino2006.org registering approximately views (Source: olympic.org).
The enclosed Olympic Marketing Fact File (ensure that obtain a copy from your trainer/assessor) is a reference document on the marketing polio,
the Olympic Movement, and the Olympic Gaerns and dprogralmosed document
support for the Olympic Movement, data on the The enclosed
past Olympic You mes of the International Olympic Committee (tliOnCg),
provides an overview of marketing
information about the marketing programmes ofseusruroccuendsing marketing programmes, and
Games. and supporting the Torino 2006 OlympicWinter
In this assessment task, you will be required to review the Olympic Marketing Fact File and prepare a brief
report on various aspects of marketing process including;
Background/Context
Key features of the market program
Key trends and strategic areas addressed in marketing programs
Integration of various marketing components/programs (e.g. sponsorship, sharing of revenues,
broadcasting and stakeholder partnerships) with overall marketing objectives
Key strategic aspects of marketing programs and objectives
Policy objectives for commercial initiatives and their relevance to marketing programs
You may further research information on 2006 Turin Winter Olympics on olympic.org website. Please note, the
review should be written in your own language and understanding. Merely cutting and pasting texts from the
published documents will not be construed as a review. A review must scrutinise/examine all the major
elements of the given document and contain your comments on their viability and/or effectiveness. Review, in
the context of this assessment task, means as defined in the dictionary, -to examine with an eye to criticism or
correction.-
All external sources must be cited using the Harvard Referencing System. A link to the referencing system is
provided under suggested resources of this unit. You may also ask your trainer for more information.
Assessment Criteria
The following assessment criteria will be used for marking this assessment task. Ensure that you have
addressed all of the criteria in your work.
• Undertook a comprehensive review of Turin 2006 Olympic Marketing Fact File as demonstrated in structure, contents and coherence of analysis/critique
• The review demonstrates an understanding of the fundamental marketing process and integration of various marketing elements with respective strategies and marketing objectives
• The review is within the scope of the topic and covers all the required areas/examination
• Provided an overview of IOC and Turin Olympics
Fundamental objectives of Olympic
marketing are analysed and referred to throughout the review
•
• Identified and discussed key trends targeted under respective marketing programs
• Key features of the marketing programs are
help summarised in Own language and understanding
• Discussed how the overall marketing initiative the IOC achieve its key objectives
• Strategic initiatives for partnership and sponsorship are reviewed and analysed
• Summarised key policy initiatives for commercialisation of the Olympics
• Examined and discussed the impact of policy initiatives on the devised marketing programs
• Review is written in a formal style and appropriately structured with headings and subheadings to organise the contents
• All external sources are cited using an appropriate referencing system
Submission Guidelines
Submit:
• A hard copy of the review with appropriate assessment cover sheet
Electronic versions of the assessment task and email/electronic submission arrangements are at further
discretion of the trainer/assessor.
Part B:
strategic performance of an organisation. Key Performance Indicators (KPI) are metrics used to quantify objectives to reflect
an,: financial and non
(dictionary.corn). -financial surable objective,
direction, KPI, benchmark, targetati-. A KPI is a key Part i'f,,.a:,:a t an organization's strategy
and time frame. KPIs are typically tied
which is made up of a
In this assessment task, you will use the Fact File used in Part A, and develop both
tied o
develop a brief communication(as applicablesame'YmPic Marketing
Fundamental Objectives of Olympic
quantitative and qualitative KPIs
plan as a su • communicating
the
from each of thetives if necessary. You will also need to
Marketing. You may develop more than one KPI ) for the each of the
the organisation. suggestion for commun
objec
KPIs to respective personnel with
Ensure that your KPIs contain a direction,KPI,and time frame. You would have practiced
task. If you havemissed in this unit or some other units in the course prior to undertaking this
developing KPIs in your learning sessions benchmark, target
• out on the lessons, request your trainer for copies of learning materials and familiarise
yourself with KPIs.
As KPIs are measurements of performance,theycommunicated to personnel who have the
a brief communication plan that includes; specific objectives, strategy or actions. With this in mind, develop
responsibility of implementing and realisin
• Aims and objectives
• Key stakeholders (including individuals and teams)
• Communication strategy
• Communication tools and channels
• General code of conduct
• Feedback mechanisms
• Key roles, responsibilities and accountabilities of stakeholders
• Legislative context (e.g. privacy, access and equity, record-keeping)
Both the KPIs and communication plan must be word processed and written as formal business documents. All external sources must be cited using the Harvard Referencing System. A link to the referencing system is provided under suggested resources of this unit. You may also ask your trainer for more information.
Assessment Criteria
The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work.
• Reviewed and extracted all the Fundamental Objectives of Olympic Marketing from the given document
• Developed key performance indicators (KPIs) for each of the objectives
• The KPIs are relevant to the objectives and incorporate direction, measure, target and time frame
• Developed both qualitative and quantitative KPIs to address respective performance requirement
• KPIs are realistic and demonstrate a real-life approach
• Developed a communication plan to communicate the KPIs to key stakeholders
• Stakeholders include individual personnel inside and outside the organisation (as applicable) as well
as work teams within the organisation
Communication strategy is relevant and explicates how communication objectives will be realised
methods to communication tie, communication
inter-departmental apPropr:ate to the levels
Communication strategy encompasses
to ensure
of knowledge, experience and specific needsofapnedrisnotnenr7dI
Communication strategy facilitates inter-team
contribution towards marketing processes
Marketing tools, including social media and electronic.n communication are included as solutions Various marketing channels are conceived withthe organisation that identify appropriate processes and levels of communication
Code of conduct for all medium and modes of communication is established for both individuals and teams
Relevant legislative requirements are researched and addressed relevant to communication and communication of information
Feedback mechanisms are established to encourage and capture feedback from all stakeholders Information on use of feedback as a continuous improvement is provided for all stakeholders Key responsibilities are conceived and outlined appropriate to the level/complexity of the task or objective
All external sources are cited using an appropriate referencing system
Submission Guidelines
Submit:
• A hard copy of the KPIs with appropriate assessment cover sheet
• A hard copy of the Communication Plan with appropriate assessment cover sheet
Electronic versions of the assessment task and email/electronic submission arrangements are at further
discretion of the trainer/assessor.
Subsequently,
had completed a review of Turin 2006 Olympic Marketing ra ,,,,, tOcti Asse en fc set of Kpis for t
you had developed KPIs and a communication plan .- may select a sPeci among the
assessment needs to be completed as a group r j grouP 'nlec::::: Aosstbees:::emPnllat::;:;:rt. ' As this
task; which could be KPIs developed by an 'es' r of a nin4
members. V of the team membe
pForollgorwamings.tAheco2p0,060,TtuhreinrOe
your copy from your trainer/assessor. PI;omar :P:eiscssps,rool Orv. prodded along with this assessmen
Implementation of a successful marketing campaign needs to be evaluated
based
performance measurement platform. Most of the marketingperformance rnesaesdurcenrna.esn'tr.tencgh7iqPu°e'S'nhga:re'd
been automated in recent times and a d- based app
number of -marketing dashboard
use by organisations. However, fundamental understanding of marketing performan n Marketing
relevant statistical techniquesa marketeer in anylication as available for
Report of 2006 Turin Olympicsa, are
critical for
based on the KPIs you develope7iunrAgsrsoeuspsmwe'n'
to IOC for future improvements. environent. usingcteehrfemogreimvtre:.:civ7drepuosi.er-,:,;0,0,
Assessment
Te arseko2u isr eudb steogpureeripta, vr e, a marketing p
the group will make recommendations
There are various marketing variables that can be used to measure performance. However, in this task, your
group will be measuring and evaluating activity, quality, cost, and time variables in this assessment task.
Examples of some of the metrics include;
Client Service Grid
Marketing Strategy Matrix
Profitability and ROI
Customer satisfaction
There is no restriction on format or type of metrics used as marketing metrics vary within the marketing
literature. Your group may use other similar metrics. At least four metrics must be used.
Along with the metrics, your performance report must also include;
• review of marketing outcomes against each of the Fundamental Objectives of Olympic Marketing
• An Executive Summary
• Any performance gap between Fundamental Objectives of Olympic Marketing and reported
Performance review against each of the KPIs developed in Assessment Taskl, Part B.
marketing performance
You recommendations for future improvements including new performance targets
A brief analysis of new and emerging trends (e.g. technology, social media etc.) that may impact of
future marketing programs
Staff training and development requirements, including mentoring and coaching be undertaken)
Recommendations for future marketing strategy (strategic initiatives that can
The performance report must be prepared as a formal document, assuming that it will be submitted to the 10C for future strategy consideration. A combined and collective group effort will be required to achieve this outcome. Groups are advised to allca formation define responsibies, provide support to each other and set
group performance targets. Group rai should ideally be started at the beginning of the term.