Table of Contents
Table of Contents 2
Assessment Information 3
Assessment Instructions 5
Student Assessment Agreement 6
Assessment Task 1 Cover Sheet 7
Assessment Task 1: Written Questions 8
Assessment Task 1 Instructions 10
Assessment Task 1 Checklist 11
Assessment Task 2 Cover Sheet 12
Assessment Task 2: Marketing opportunities identification project 13
Assessment Task 2 Instructions 14
Assessment Task 2 Checklist 16
Assessment Task 3 Cover Sheet 17
Assessment Task 3: Marketing Opportunities Evaluation 18
Assessment Task 3 Instructions 19
Assessment Task 3 Checklist 21
Assessment Information
The assessment tasks for BSBMKG501 Identify and evaluate marketing opportunities are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks with satisfactory.
Assessment Plan
Assessment Task Overview
1. Written questions You must correctly answer all questions.
2. Identify marketing opportunities project You must identify a business, review its Marketing Plan, conduct research on the market and brainstorm marketing opportunities with your team
3. Marketing opportunities evaluation You must investigate, assess and report on three identified marketing opportunities.
Assessment Preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions at all.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment
Agreement. Fill it out, sign it, and hand it to your assessor, who will countersign it and then keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per RSB assessment appeals process.
You 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.
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner. Each should include:
• Course identification code
• Assessment Task number
• Document title (if appropriate)
• Student name
• Date it was created
For example, BSBMKG501 AT2 Marketing Review Report Joan Smith 20/10/18
Additional Resources
You will be provided with the following resources before you begin Assessment Task 3
• Marketing Opportunities Report Template

Assessment Instructions
Each assessment task in this booklet consists of the following:
Assessment Task Cover Sheet
This must be filled out, signed and submitted together with your assessment responses.
If you are submitting hardcopy, the Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the cover sheet, fill it out and sign it, then scan this and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or not satisfactory (NS). If your work has been assessed as being not satisfactory, your assessor will include written feedback in the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on re-assessment opportunities as per RSB re-assessment policy.
Depending on the task, this may include
• resubmitting incorrect answers to questions (such as short answer questions and case studies)
• resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
• redoing a role play after being provided with appropriate feedback about your performance
• being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.
Assessment Task Information
This gives you:
• a summary of the assessment task
• information on the resources to be used
• submission requirements
• re-submission opportunities if required
Assessment Task Instructions
These give questions to answer or tasks which are to be completed.
Your answers need to be typed up using software as indicated in the Assessment Task Instructions.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name and the date.
Checklist
This will be used by your assessor to mark your assessment. Read through this as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses.
Student Assessment Agreement
Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit? • Yes • No
Do you understand the requirements of the assessments for this unit? • Yes • No
Do you agree to the way in which you are being assessed? • Yes • No
Do you have any specific needs that should be considered? If so, explain these in the space below.
• Yes • No
Do you understand your rights to re-assessment? • Yes • No
Do you understand your right to appeal the decisions made in an assessment? • Yes • No
Student name
Student number
Student signature
Date
Assessor name
Assessor signature
Date
Assessment Task 1 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
S – Satisfactory, NS – Not satisfactory, DNS – Did not submit
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Written Questions
Task summary
This is an open book test, to be completed in the classroom.
A time limit of 1 hour to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
• Access to textbooks/other learning materials
• Computer and Microsoft Office
• Access to the internet
Submit
• Answers to all questions
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will be provided feedback on their performance by the 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, the 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.
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 the 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.
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 “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1. Identify and outline five examples of legislation and regulations that apply to the marketing industry in Australia.
2. Identify two relevant Codes of Practice for the marketing industry and outline the purpose of the Code and its key components.
3. Explain each of following terms in relation to marketing opportunities: market penetration, market development, product development and diversification.
4. Explain each of the phases of the product life cycle.
5. Explain the purpose of the marketing mix and each of its components.
6. Explain why the marketing mix is important in bringing a product or services to the market.
7. Outline four key steps in the marketing process
8. Describe four statistical methods and/or forecasting techniques that can be used to evaluate marketing opportunities.
9. Describe a method that can be used for forecasting market growth rate.
10. Define the term return on investment and explain how it is calculated.
Assessment Task 1 Checklist
Student’s name:
Did the student provide a sufficient and clear answer that addresses the suggested answer for the following? Satisfactory performance Comments
Yes No
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
Question 9
Question 10
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date
Assessment Task 2 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
S – Satisfactory, NS – Not satisfactory, DNS – Did not submit
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 2: Marketing opportunities identification project
Task summary
This assessment task requires you to identify and evaluate marketing opportunities for a company of your choice. This will include conducting research and analysis to identify the marketing opportunities and investigating and reporting on those opportunities.
This assessment is to be completed in the simulated work environment in RSB.
Required
• Access to textbooks/other learning materials
• Computer with Microsoft Office and internet access
• Meeting space with a presentation projector and screen
Submit
• Email with marketing review report attached
• Email summarising the three most viable marketing opportunities.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the 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, the 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.
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 the 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 Task 2 Instructions
Carefully read the following:
This assessment task requires you to identify and evaluate marketing opportunities for a company of your choice, so you will need to identify a company and access its Marketing Plan.
You can choose a company by viewing the site http://www.mplans.com/ or by researching the internet for a Marketing Plan for a company that you are interested in. The marketing plan must include business goals, target customers, marketing/branding strategy, sales forecasts and marketing budget to provide sufficient information in order to be able to complete this assessment.
Before you start the assessment task, you should discuss your choice of company with your assessor who will need to approve your choice before you start the assessment project.
For the purposes of this assessment, assume that you are the Marketing Manager of the company that you have chosen and that your assessor is the Managing Director. Assume that the location of the business is in the city or suburb you are living in.
Complete the following activities:
1. Write a marketing review report.
Thoroughly review the marketing plan for the company you have chosen to ensure that you understand the business objectives, customers and current marketing strategies. Conduct research on market trends and developments relevant to the business’s products and/or services, potential new and emerging markets, competitors and any other relevant factors. Make notes on your research to share at a meeting with the marketing team.
Based on your review of the marketing plan and your research, identify and assess at least three potential marketing opportunities for the company. Your assessment should focus on each opportunity’s likely contribution to the business. You should also focus on identifying entrepreneurial, innovative and creative ideas for marketing opportunities. Make notes on your ideas to share at the meeting.
Write a short report summarising your review of the marketing plan and research that, as a minimum, addresses:
• A summary of business objectives, target customers and current marketing strategies.
• Outline of current market trends and developments, potential new and emerging markets, competitors and any other relevant factors.
• Explanation of three marketing opportunities that you have identified as being most viable, including your assessment of each of the marketing opportunities with regard to their contribution to the company.
You will be required to present and discuss your report at a meeting with your marketing team. Print out a copy of your report and the marketing plan for each person who will attend the meeting.
2. Send an email to the Marketing Team (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment, and ask for the time, date and place of the meeting.
Attach your marketing review report and a copy of the marketing plan to the email.
3. Conduct meeting
The next part of your assessment requires you to conduct a short brainstorming session with your team. Your assessor will have allocated a number of other students to be part of your team and your assessor will roleplay your Managing Director.
At the meeting, you will be required to discuss your report, and address:
• A summary of business objectives, target customers and current marketing strategies.
• An outline of current market trends and developments, potential new and emerging markets, competitors and any other relevant factors.
• An explanation of the three marketing opportunities that you have identified.
You are then required to ask your team to share their ideas on the marketing opportunities you have identified and assessed.
Take note of their ideas and get your team to confirm that the three marketing opportunities are viable and align with the organisation’s objectives.
During the meeting, demonstrate effective communication skills including:
• Speaking clearly and concisely
• Using non-verbal communication to assist with understanding
• Asking questions to identify required information
• Responding to questions as required
• Using active listening techniques to confirm understanding
4. Send an email to the Marketing Team (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should summarise the three marketing opportunities that were confirmed.
You will explore these three marketing opportunities in more detail in Assessment Task 3.
Assessment Task 2 Checklist
Student’s name:
Did the student: Completed successfully Comments
Yes No
In their marketing review report, provide an analysis of business needs, target customers and current marketing strategies based on review of the marketing plan?
In their marketing review report, provide an analysis of: market trends and developments relevant to the
• business’s products and/or services
• potential new and emerging markets
• competitors
• any other relevant factors?
Outline creative and innovative ideas for marketing opportunities at the meeting?
At the meeting, outline the following:
• Summary of business objectives, target customers and current marketing strategies.
• Outline current market trends and developments, potential new and emerging markets, competitors and any other relevant factors.
• Explanation of the three marketing opportunities identified?
During the meeting, demonstrate effective communication skills including:
• Speaking clearly and concisely
• Non-verbal communication to assist with understanding
• Asking questions to identify required information
• Responding to questions as required
• Using active listening techniques to confirm understanding
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date
Assessment Task 3 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
• I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
• I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
• I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
• I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
S – Satisfactory, NS – Not satisfactory, DNS – Did not submit
Feedback
Student result response
• My performance in this assessment task has been discussed and explained to me.
• I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 3: Marketing Opportunities Evaluation
Task summary
This assessment task requires you to use investigate and report on each of the marketing opportunities that you identified in Assessment Task 2.
This assessment is to be completed in the simulated work environment in RSB.
Required
• Access to textbooks/other learning materials
• Computer with Microsoft Office and internet access
• Marketing Opportunities Report Template
Submit
• Email with marketing opportunities report and marketing plan attached
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the 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, the 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.
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 the 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 Task 3 Instructions
Complete the following activities:
1. For each of one of the three the marketing opportunities that you have identified as being most viable, develop a report (in the template provided by your assessor) that addresses:
• Alignment with the business’ objectives and goals as described in the Marketing Plan
• Target customers: describe them and identify whether they are new or existing customers
• Overall benefits to the business of pursuing the opportunity
• Anticipated effect of the marketing opportunity on sales, profitability, growth and market share. A cost-benefit analysis or existing data in the Marketing Plan could be used to help estimate this.
• Additional resources that will be required, for example, additional funds, staff or equipment including finances, staff, equipment
• 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. Use the information in the Marketing Plan to help you answer this.
• Potential competitors: these may be existing competitors or new ones depending on the marketing opportunity pursued
• How any changes in economic conditions could impact on each marketing opportunity
• Technological factors that may affect the marketing opportunities identified
• Legal issues associated with each marketing opportunity, including legislation, regulations, standards and codes that apply
• Risks associated with each marketing opportunity. A risk assessment must be completed for each opportunity.
Rank each of the marketing opportunities that you have identified from the most viable to least viable in terms of the potential contribution of each opportunity to business growth. Provide reasons for your rankings.
Evaluate and report on required changes to business operations in the event of the opportunity being pursued. Include the following:
• What organisational changes would need to be made to current operations in order to take advantage of the opportunities identified?
• Outline of additional resources that will be required for each of the viable marketing opportunities. For example, if additional staff are needed, how many or, if there are additional costs, what are they and what is the amount?
• Recommended strategies to ensure that the quality of service to existing customers is not affected by changes made as a result of implementing new marketing opportunities.
Use the Marketing Opportunities Report Template to guide your work.
The report should be approximately 3 to 4 pages long.
You may use charts, tables or graphs to illustrate data if desired.
2. Send an email to the Managing Director (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment, and request feedback on the marketing opportunities that you have identified.
Attach your marketing opportunities report and a copy of the marketing plan to the email.

Assessment Task 3 Checklist
Student’s name:
Did the student: Completed successfully Comments
Yes No
Evaluate and report on the alignment with business objectives for each of the three marketing opportunities, including benefits to the business of each marketing opportunity?
Evaluate and report on each of the identified marketing opportunities in terms of its impact on current business and customers?
In the report, assess the financial viability of each of the marketing opportunities based on costs and benefits and risk and opportunities?
In the report, assess approximate return on investment for each marketing opportunity?
In the report, assess potential competitors?
In the report, rank each marketing opportunity based on investigation of all factors?
In the report, assess changes need to current business operations for each of the identified marketing opportunities?
In the report, estimate additional resources required for each of the marketing opportunities?
Task Outcome: Satisfactory • Not Satisfactory •
Assessor signature
Assessor name
Date