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BSBMKG501- Identify and Evaluate Marketing Opportunities

INTRODUCTION

This Assessment Booklet provides you with information and your assessment tasks for this unit. A requirement of your qualification, from which the unit of competence is taken, is the application of the concepts you have been learning.

The assessment activities are an important part of your course as they provide an opportunity to apply what you have been learning and they give both you and your trainer feedback on your progress.

Please read this section carefully before commencing the assessment tasks.

RECOGNITION OF PRIOR LEARNING

If you can demonstrate that you have the skills and knowledge within this unit, you should speak to a trainer/assessor about this and apply for recognition of prior learning.

COMPLETING YOUR ASSESSMENTS

Prior to Assessment

You must be advised of your rights before and after the assessments including the right to appeal.

Assessors must provide you with all relevant information relating to the assessments prior to commencement and of the appeals procedure that can be utilised if you wish to appeal against the assessment outcome or make a complaint.

Submitting Assessments

Each part of this assessment booklet needs to be carefully completed and you are required to attain a ‘satisfactory’ mark for each of the assessment activities. Full details of what is required have been detailed in instructions before each assessment task.

You must submit assessment tasks with the cover sheet provided at the end of this Booklet. You must attach one cover sheet per assessment upon submission, ticking the relevant assessment box. Ensure you sign the form after completion.

Assessments should be submitted on or before their due date. Extensions for individual assessment tasks may be negotiated in specific circumstances. Consultation on this must occur prior to the due date and extensions due to illness will require a medical certificate. Extensions will be confirmed to you in writing.

Plagiarism and Referencing

You are reminded that plagiarism will not be tolerated. Information, ideas etc. quoted or paraphrased from another source, must be acknowledged with “quotation marks” around the relevant words/sentences or ideas and cited at the end of the document. Sources of information, ideas etc. must be provided in alphabetical order by author’s surname (including author’s full name, name of document/ book/internet etc. and year and place of publishing) or may be included in brackets in the text.

ASSESSMENT OUTCOMES

The evidence you submit will be assessed and you will be given written feedback. Each assessment task will be marked as either Satisfactory or Unsatisfactory and once all assessments have been marked you will be given an outcome of Competent or Not Competent for the unit of competence. Upon demonstrating competence, you will be awarded this unit. If you are assessed as Not Competent, you will be given some suggestions for improvement and asked to redo your assessment.

Re-assessment

In the event you are deemed Unsatisfactory, you will be allowed two (2) further attempts at an assessment within the timeframe of this course.

As part of the assessment process, you must abide by any relevant assessment policies as provided to you. If you feel you are not yet ready to be assessed or this assessment is unfair, you should be offered the opportunity to discuss all options that are available to you to complete the assessment.

Reasonable Adjustment

RTOs and Trainers/Assessors are obliged by law to make reasonable adjustment to ensure maximum participation of students with disability in teaching, learning and assessment activities.

This includes:

ensuring that course activities are sufficiently flexible;

providing additional support where necessary; and

offering a reasonable substitute within the context of the course where a student cannot participate.

Reasonable adjustment is defined in section 4(1) of the Employment and the Disability Discrimination Act as ‘an adjustment to be made by a person is a reasonable adjustment unless making the adjustment would impose an unjustifiable hardship on the person’. Reasonable adjustment as it applies to participation in learning and assessment activities may include:

§ customising resources or activities within a training package or accredited course;

§ modifying a presentation medium;

§ providing additional support;

§ providing assistive or adaptive technologies;

§ making additional information accessible both before enrolment and during the course; and § monitoring these adjustments to ensure that the student’s needs continue to be met.

An individual’s access to the assessment process should not be adversely affected by restrictions placed on the location or context of assessment beyond the requirements specified in the training package. Reasonable adjustments can be made to ensure equity in assessment for people with disabilities. Adjustments include any changes to the assessment process or context that meet the individual needs of the person with a disability, but do not change competency outcomes.

The assessment process must:

§ Provide for valid, reliable, flexible and fair assessment

§ Provide for judgement to be made on the basis of sufficient evidence § Offer valid, authentic and current evidence.

COMPETENCY ASSESSMENT

Within this qualification are units of competency that form the basis of your assessments. These can be located in your Unit Outline Booklet.

ASSESSMENTS FOR THIS UNIT

There are THREE forms of assessment or evidence gathering methods for this unit of competency. Students are required to submit them all.

Assessment 1- Written Assessment - Theoretical & Applied Questions

This assessment consists of 09 questions to assess the student’s knowledge of BSBMKG501 Identify & Evaluate Marketing Opportunities. These questions sufficiently cover the criteria set under Performance Criteria and Knowledge Evidenced of this unit.

Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students must record their answers in a separate A4 document and submit by attaching to their cover page.

Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

Assessment 2 - Project - Holistic

This Assessment gives students a chance to apply the principles learnt in the course by identifying two opportunities to enter new market, with current or new products and two opportunities to introduce new products to their current markets.

This is a holistic assessment satisfying all the assessment requirements of this unit.

Students must complete all parts of this assessment.

Students must record their answers in a separate A4 document and submit by attaching to their cover page.

Assessment 3 - Case Study on Fuji Xerox Australia

This Assessment gives students a chance to apply some of the principles learnt in the course to a given case study on Fuji Xerox. There are total 03 questions asked requiring students to provide short to medium answers.

Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

Students must complete all parts of this assessment.

Students must record their answers in a separate A4 document and submit by attaching to their cover page.

Assessment Submission Guidelines.

Assessments

Detail

Due Date of Submission.

Assessment 1

Written Assessment - Theoretical & Applied Questions

Trainer will be Announced

Assessment 2

Project

Trainer will be Announced

Assessment 3

Case study

Trainer will be Announced

Assessment 1: Theoretical and Applied Questions

This assessment consists of 09 questions to assess the student’s knowledge of BSBMKG501 Identify and evaluate marketing opportunities unit.

Instructions for Students

Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require re-assessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake.

Assessment rules

Assessment must be typed in 12 font size.

Assessment must be in the student’s own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment.

No copying from other students.

Failure to adhere to these rules will result in penalties.

Please answer all of the following questions:

Question 1.

Outline what codes of practices do. What is the difference between voluntary and mandatory codes of practice? What are three of the objectives of the ADMA code of practice? (Max. 300 words)

Question 2

List down the key types of legislation affecting business operations. Provide at least five examples.

Question 3.

Describe the structure/ form that direct marketing can take. (50-75 words)

Question 4

What are the advantages and disadvantages to an organisation of having a broad marketing mix?

Provide at least two examples of each. (Max.250 words)

Question 5.

Imagine you have identified three new marketing opportunities for an organization of your choice. Describe how would you determine that whether these opportunities are financially viable? (Max. word. 150).

Question 6.

Imagine you are working for a manufacturing organization of your choice and your management is deciding to expand by introducing a new product to your existing markets, or to enter the markets in a new city with your existing products. Compare the estimated resource requirements for each potential market under the following headings:

a. Staff numbers

b. Staff training

c. Distribution costs

d. Production cost

e. Promotional cost

f. R & D

Question 7.

Briefly describe any two quantitative techniques commonly used by the marketing department to evaluate marketing opportunities. (Max. word. 250).

Question 8.

What calculations do you need to carry out to determine ROI (return on investment)?

Question 9.

You are an entrepreneur running a small bakery shop in Mount Druitt and your accountant recently recorded the bakery’s cake sales for the last two years in the following manner:

2015

No. of cakes sold: 150

Sales Value: $30

Average unit value: $ 15

Average unit profit: $ 20

Average age group of customers buying cakes from the bakery:

B/w 10 – 30 = 55%

B/w 31 - 40 = 35%

B/w 41 – 60 = 10%

2016

No. of cakes sold: 100

Sales Value: $35

Average unit value: $ 20

Average unit profit: $ 25

Average age group of customers buying cakes from the bakery:

B/w 10 – 30 = 70%

B/w 31 - 40 = 22%

B/w 41 – 60 = 8%

a. Briefly analyse the above information in terms of the trends it reveals.

b. Based on the above brief analysis, identify new marketing opportunities for this bakery.

c. Considering your proposed marketing opportunity, discussed above in b, what other information would be required to analyse information on market and business needs?

d. Based on your analysis of the above data, what promotional methods do you think can enhance the cake sales of the bakery.

e. What are the four main sources of entrepreneurial marketing ideas?

IMPORTANT

Participants are reminded that by submitting this assessment task, they acknowledge and declare:

  • They hold a copy of this work which can be produced if the original is lost / damaged.
  • This work is their original work and no part of it has been copied from any other student’s work or from another source except where due acknowledgement is made.
  • No part of this work has been written for them by any other person except where such collaboration has been authorised by the instructor / teacher concerned.
  • They have not previously submitted this work for this or any other course / unit.
  • They give permission for this work to be reproduced, communicated, compared and archived for the purpose of detecting plagiarism.
  • They give permission for a copy of their marked work to be retained by the college for review and comparison, including review by external examiners.
  • They understand that:

o Plagiarism is the presentation of the work, idea or creation of another person as though it is my/our own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the college. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.

o Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my/our work.

Submitting Guidelines.

1. Assessment Cover sheet

2. Document with all Question and Answer.

******** wish you all the best ***********

Assessment 2: Holistic Assessment

Instructions

This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require reassessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake.

Assessment rules

Assessment must be typed in 12 font size.

Assessment must be in the student’s own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment.

No copying from other students.

Failure to adhere to these rules will result in penalties.  Max. word limit 3,000 words

Project

Task 1

In this assessment, In your capacity as a marketing manager for an organisation of your choice, your role as an entrepreneur is to identify, investigate and evaluate new opportunities to invest within Australian market.

Based on the above scenario, develop a comprehensive report titled 'Identification & Evaluation of Marketing Opportunities, covering the following areas:

a. briefly describe the organisation, its structure, products or services and its current markets.

b. Identify two opportunities to enter new market, with current or new products and two opportunities to introduce new products to your current markets.

c. Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities by analysing and documenting these opportunities in terms of:

I. Their potential contribution to your organisations business

II. Their fit with your organisation's goals and capabilities

III. Likely impact on your current business and customers

IV. External influences on the financial viability of each opportunity

V. Probable return on investment

VI. Describe and rank marketing opportunities on their viability, and likely contribution to the business

VII. Changes needed to current operations

VIII. Changes needed to maintain current quality of customer service

IX. Resources required to make the necessary changes

X. Develop a communication plan to communicate your findings to the key stakeholders in your organization.

XI. outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations in your organization

XII. Briefly describe what statistical methods and techniques you would use to evaluate the above identified marketing opportunities?

TASK 2 - Presentation Task

a. On Based of Task 1 Prepare and Present your findings by delivering a small 10minute presentation to your trainer.

b. Make sure you hand in your presentation slides to your trainer prior to your presentation day allocated by your trainer.

Further information

Your Trainer and Assessor will provide you with further instruction should you need it.

IMPORTANT

Participants are reminded that by submitting this assessment task, they acknowledge and declare:

  • They hold a copy of this work which can be produced if the original is lost / damaged.
  • This work is their original work and no part of it has been copied from any other student’s work or from another source except where due acknowledgement is made.
  • No part of this work has been written for them by any other person except where such collaboration has been authorised by the instructor / teacher concerned.
  • They have not previously submitted this work for this or any other course / unit.
  • They give permission for this work to be reproduced, communicated, compared and archived for the purpose of detecting plagiarism.
  • They give permission for a copy of their marked work to be retained by the college for review and comparison, including review by external examiners.
  • They understand that:

o Plagiarism is the presentation of the work, idea or creation of another person as though it is my/our own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the college. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy

Submitting Guidelines.

1. Report Documents Copy

2. Power point Slides copy

************************Wish You All the Best ************************

Assessment 3: Case Study Based Assessment

Student Instructions:

The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved by your assessor.

Submit this document with any required evidence attached. See specifications below for details.

Read the case study on Fuji Xerox and answer the following three questions:

CASE STUDY ON:

FUJI XEROX AUSTRALIA BUSINESS EQUIOMENT

Source: https://www.marketingresults.com.au/b2b-lead-generation-services

Fuji Xerox Australia Business Equipment Case Study

Tripled leads for 60% less marketing spend

In 90 days, we doubled web lead flow with lower marketing costs.

Paul Strahl , National e-Business Manager, Fuji Xerox Australia.

ZOOM IN

Background:

Fuji Xerox Australia is the global market leader in office machines, digital printing, document management and related services.

They had identified the online channel as a source of high-quality sales leads and were looking to develop an online marketing strategy that would increase lead volume without reducing lead quality or increasing average cost .

Objectives

1. Increase lead flow from the FujiXerox.com.au website.

2. Generate more Pay Per Click leads at lower average cost by testing and optimising Google Adwords account settings.

3. Understand user clickstreams and behaviour better and translate that into a better customer experience and results.

How the objectives were achieved

1. Optimisation of Google AdWords accounts to increase qualified traffic flow.

2. Pinpointing and clearing traffic “roadblocks” on key pages that were preventing users from accessing key content and enquiring online.

Key Results

Web lead volume doubles in less than 3 months.

Fuji Xerox Australia generates 300% more leads via pay-per-click search engines for 60% less cost.

Fuji Xerox Australia gathers critical data to aid in understanding how clients are engaging with them online.

Fuji Xerox Australia National e-Business Manager Paul Strahl says…

“We had previously realised that the quality of leads from the site was good – we just wanted more of them.

We had dealt with another provider and found their approach to be too generic. Also, they didn’t have a finer understanding of how to tweak Google ads for maximum results.

The Marketing Results approach appealed to us because it focuses on traffic generation and conversion to generate leads. Most other providers only know about one or the other.

As a result of our first project, wedoubled monthly lead flow via our website and generated triple the leads from Google for 60% less marketing spend.

Marketing Results offers a very professional service,clear goals and milestones set and delivered.” (This Marketing Case Study has been approved by Fuji Xerox Australia.)

QUESTIONS:

Q.1

Briefly discuss any two-relevant legislation and regulations affecting marketing operations of Fuji

Xerox (Max. 300 words)

Q.2

Briefly discuss any two codes of practice and national standards affecting marketing operations of Fuji Xerox (Max. 300 words).

Q.3 .

The success story of Fuji Xerox on their online marketing strategy must have been accompanied with some changes required in their current operations. Briefly outline any three such changes which you think Fuji Xerox must have gone through or implemented. (Max. 150 words).

Further information

Your instructor will provide you with further instruction should you need it.

Submission Guidelines.

Document copy with Question and Answer

*********************** Wish you All the Best **************************

ASSESSMENT COVER SHEET

This Assessment Cover Sheet needs to be completed and attached to each assessment upon submission. Ensure you tick the relevant assessment and sign after completing the entire form.

Student’s Name:

Student’s ID:

Contact Number:

Email:

Assessor’s Name:

Qualification:

BSB51915 Diploma of Leadership and Management

Unit of Competency:

BSBMKG501 Identify and evaluate marketing opportunities

Assessment:

1. Theoretical and Applied Questions

2. Holistic Assessment - Project

3. Case Study Based Questions

Due Date:

Date

Submitted:

If your assessment is being submitted after the due date, please attach a copy of the written confirmation of extension received from the Assessor.

Declaration:

I have kept a copy of my assessment submission and have read and understood the following information provided at the beginning of this assessment (please tick):

General assessment information

Submitting assessments

Assessment results

Plagiarism and referencing

I declare this assessment is my own work and where the work is of others, I have fully referenced that material.

Name (please print)

Signature

Date

BSBMKG501 Assessment Mapping

Performance Criteria

Written Assessment

1 Theoretical &

Applied Questions

Holistic

Assessment 2

Project 1

Assessment

3

Case

Study

1 Identify Marketing Opportunities

1.1 Analyse information on market and business needs to identify marketing opportunities

Q.9

Q.1.a

1.2 Research potential new markets and assess opportunities to enter, shape or influence each market, and the likely contribution to the business

Q.9

Q.1. c

1.3 Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities

Q.9

Q.1 b

2. Investigate marketing opportunities

2.1 Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities

Q.9

Q.1. d

2.2 Evaluate each opportunity to determine its impact on current business and customer base

Q.9

Q.1 e

Q.3

2.3 Use an assessment of external factors, costs, benefits, risks and opportunities to determine the financial viability of each marketing opportunity

Q.5, Q.6

Q.1 f

2.4 Determine probable return on

investment and potential competitors

Q.8

Q.1. g

2.5 Describe and rank marketing opportunities on their viability, and likely contribution to the business

Q.6

Q.1. h

3 Evaluate Required Changes to Current Operations

3.1 Identify and document changes needed to current operations to take advantage of viable marketing opportunities

Q.1. i

Q.3

3.2 Ensure organisational changes to service an increased or different customer base including provision for continued

Q.1. j

Q.3

quality of service to existing customers

3.3 Estimate resource requirements for changed operations

Q.6

Q.1. k

3.4 Determine and communicate viability of making changes to current operations to key stakeholders

Q.1. l

3.5 Document newly identified marketing opportunities and required changes

Task 1

Performance Evidence

Evidence of the ability to:

§ identify and evaluate marketing opportunities to determine whether they can meet organisational objectives

Q.5

Q.1 d

§ document how current business operations need to be modified, and list resources required, to take advantage of newly identified and evaluated opportunities.

Q.6

Q.1 i,j,k

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must :

§ outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations

Q.1, Q.2

Q.1. m

Q.1

§ describe organisational marketing plan, structure, products and services

Q.3, Q.4

Q.1

§ explain principles of marketing and marketing mix

Q.3, Q.4, Q.5, Q.7, Q.8, Q.9

All

Q.1, Q.2

§ describe statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.

Q.7, Q.8

Q.1. n

Q.3

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development - marketing field of work and include access to:

§

relevant legislation, regulations, standards and codes

Q.1. m

Q.1

§

relevant workplace documentation and resources

All

All

§

organisational strategic and marketing plans

Q.1

All

§

case studies and, where possible, real situations.

Q.9

All

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