BSBMKG608 Student Assessment Tasks V2 - MAY - 2019 C IA

Australian Smart College
7 Greenfield Parade, Bankstown NSW 2200

ABN 45 607 618 244
RTO ID: 45302 CRICOS Code: 03661E
Phone: 61-2-8747 4794
Website: www.ascollege.nsw.edu.au
Email: admin@ascollege.nsw.edu.au
Australian Smart College Pty Limited
BSBMKG608- Develop organisational marketing

objectives
Student’s Assessment Tasks

BSBMKG608 Develop organisational marketing objectives Student Assessment Tasks
Table of Contents
Table of Contents 2
Assessment Information 3
Assessment Preparation Error! Bookmark not defined.
Assessment Cover Sheet 6
Student Assessment Agreement Error! Bookmark not defined.
Final Results Record 6
Assessment Task 1: Written Questions 7
Assessment Task 1 Instructions 9
Assessment Task 1 Checklist 11
Assessment Task 2:Instructions 12
Assessment Task 2 Marketing performance project 13
Assessment Task 2 Checklist 17
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Assessment Information
The assessment tasks for BSBMKG608 Develop organisational marketing objectives 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 satisfactorily.
Assessment Plan
Assessment Task Overview
1. Written questions You must correctly answer all questions.
2. Marketing performance project You must conduct a strategic analysis of a case study
organisation, as well as review marketing performance, identify
marketing opportunities and develop marketing objectives. You
must also develop a risk management strategy for marketing.
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Assessment Preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor
for clarification if you have any questions at all.
BSBMKG608: Develop organisational marketing objectives
All trainers and students are requested to ensure a smooth flow of assessment
processes and to avoid delays as much as possible. Moreover, please note the
following:
1- Assessment for this unit can be submitted 2 times by the student only without any penalties.
2- If the student misses the deadline of a submission, he/she may submit again before the deadline
of the second submission; however, the deadline for a subsequent submission (if required) will not
be extended.
3- In case of a Not Yet Competent (NYC) unit, the student can submit the assessment third and final
time with re-assessment fee of $150 AUD as mentioned in the policies and procedures, or re-enrol
in the course at a later date as per Class Schedules of ASC. Otherwise, the student will only receive
a statement of attainment at the end of his/her course and will not receive a Certificate.
4- If the student makes no complete submission by the deadline of the second submission, the unit
will be marked as a Not Yet Competent (NYC).
Resources
You will be provided with the following resources before you begin Assessment Task 2
• Briefing Report Template

• Risk Management Policy and Procedures
• Risk Management Plan Template
• Strategic and Operational Plan
Students are required to bring their own Laptops to the classes.
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Assessment 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 Assessment Agreement

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?  Yes  No
If so, explain these in the space below.
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’s name
Student ID number
Student’s signature
Date
Final Assessment Results

Result
Task Type Satisfactory Unsatisfactory
Did not submit
Assessment Task 1 Written questions S U DNS
Assessment Task 2 Marketing performance project S U DNS
Overall unit result C NYC
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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’s name
Assessor’s signature
Date
Assessment outcome S NYS
Resubmission Required Y/N Date:
Assessor’s 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’s signature
Date
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Assessment Task 1: Instructions
Task summary
This is an open book test, to be completed in the classroom.
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
Timing
Your assessor will advise you of the due date of this assessment.
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.
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Written answer question guidance

The following written questions use a range of “instructional words” such as “identify” or “explain”, which
explains to 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.
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Assessment Task 1 Written Questions
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.
10. Briefly describe one method for forecasting market growth rate.
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11. 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.
13. 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.
15. Describe one aspect of this Code that is important in relation to identifying marketing
opportunities?
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Assessment Task 1 Checklist

Student’s name:
Did the student provide a sufficient and clear Completed successfully

answer that addresses the suggested answer for Comments
Yes No
the following?
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
Question 9
Question 10
Question 11
Question 12
Question 13
Question 14
Question 15
Task Outcome: Satisfactory  Not Yet Satisfactory 
Assessor’s name
Date
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Assessment Task 2: Instructions
Task summary
This assessment task requires you to conduct a strategic analysis and marketing performance review of a
case study organisation and consult with staff in order to develop marketing objectives. You will also be
required to develop a marketing risk management strategy.
This assessment is to be completed in the simulated work environment on premises of Australian Smart
College, located at 7 Greenfield Parade, Bankstown NSW 2200.
Required
• Access to textbooks/other learning materials
• Computer with Microsoft Office and internet access
• Printer
• Briefing Report Template
• Risk Management Policy and Procedures
• Risk Management Plan Template
• Strategic and Operational Plan
• Meeting space
• Roleplay participants (assessor and students)
Timing
Your assessor will advise you of the due date of these submissions.
Submit
• Email with Briefing Report attached
• Email with Revised Briefing Report attached
• Email with Risk Management 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.
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Assessment Task 2 Marketing performance project
Carefully read the following:
Boutique Build Australia was established in 2014 and is a boutique building company based in Sydney. It
specialises in the design and construction of high-quality designer homes for the Sydney metropolitan and
surrounding areas.
The company currently employs a number of staff including CEO, Operations Manager, Marketing Manager,
Administration Officer, Site Manager and two sales consultants.
Boutique Build Australia has recently developed a Strategic and Operational 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

10 15 30 45 60 70
customers about products
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 2014/2015 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 that 4
out of 30 customers interviewed recognised the Boutique Building Australia name.
Complete the following activities:

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1. Write a briefing report.

Review the scenario information and the Strategic and Operational Plan to conduct a strategic
analysis and a review of the company’s marketing performance.
Use this to identify marketing opportunities, as this will inform the development of marketing
objectives for the company.
Your report must include the following:

• 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.
Conduct research to identify requirements using the following website:
http://www.accc.gov.au/accc-book/printer-friendly/29527
• 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:
o Alignment with the company's objectives and goals and the objectives and goals
described in the Marketing Plan
o Overall benefits to the business of pursuing the opportunity
o Anticipated effect of the marketing opportunity on sales, profitability, growth and market
share.
o 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.
o How market conditions impact on the marketing opportunity
o 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
Use the Briefing Report Template to guide your work.
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2. Send an email to the management 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 purpose of the report.
Attach your Briefing Report to the email.
3. Conduct a meeting with the Management Team

The objective of the meeting is to present your report to the management team to seek their
input on your proposed marketing objectives.
Print off a copy of your briefing report to take with you to the meeting.
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.
During the meeting, you are required to 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
Take notes on the feedback given to you during the meeting.
4. Update your briefing report.

Revise your report to reflect the feedback that you received during the meeting.
Save this version as Revised Briefing Report.

It should refer to the meeting that you held and summarise the changes that you have made to
the briefing report.
The email text should also summarise the agreed marketing objectives and ask them to contact
you if they have any more feedback on these.
Attach your Revised Briefing Report to the email.
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6. Develop a risk management plan

The purpose of the risk management plan is to identify and document risks for the marketing
opportunities that you have identified and determine appropriate risk control measures.
Include a description of the risk, likelihood, impact, priority and preventative action/contingency
plan.
Review the Strategic and Operational Plan to ensure that your risk management measures are
in accordance with this, and the Risk Management Policy and Procedures to assess the
likelihood and impact of the risks that you have identified.
Use the Risk Management Plan Template to guide your work.

It should introduce and summarise the contents of the attachment and ask them to send you
any feedback that they may have.
Attach your Risk Management Plan to the email
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Assessment Task 2 Checklist
Student’s name:
Completed
successfully
Did the student: Comments
Yes No
Correctly identify strategic directions from the case

study information and the Strategic and Operational
Plan including: mission, vision, purpose and values
as well as directions?
Provide an analysis of the company’s current

situation identifying all factors impacting on the
company?
Outline key market opportunities and strengths and

weakness of current products and services
according to information in the Strategic Plan?
Identify and report on key legal and ethical

requirements facing the company?
Review and report on marketing performance in

relation to current activities and positioning,
including return on marketing investment?
Evaluate marketing performance against current

objectives?
Identify suitable for marketing opportunities for the

business?
Review and report on at least three potential

marketing opportunities using the research
conducted and review of organisational
documents?
Evaluate each of the marketing opportunities and

report on anticipated impact on the business and its
customers?
Assess the benefits and costs, as well as risks and

opportunities of each marketing opportunity?
Develop suitable marketing objectives based on the

strategic analysis, marketing performance review
and marketing opportunities?
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Demonstrate how the identified marketing

objectives link to the organisation’s mission, vision
and values and strategic directions and objectives?
Identify suitable performance indicators?
Consult with the management team on marketing

objectives?
Use feedback from management team to update

marketing 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
Develop a risk management strategy to identify and

document risks for the marketing opportunities
identified?
Produce all documents in clear and concise

language?
Task Outcome: Satisfactory  Not Yet Satisfactory 
Assessor’s name
Date
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BSBMKG608 Student Assessment Tasks V2 - MAY - 2019 C IA

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Australian Smart College

7 Greenfield Parade, Bankstown NSW 2200

BSBMKG608- Develop organisational marketing

Student’s Assessment Tasks

1. Written questions You must correctly answer all questions.

BSBMKG608: Develop organisational marketing objectives

• Briefing Report Template

Students are required to bring their own Laptops to the classes.

Assessment Cover Sheet

Student Assessment Agreement

Do you understand your rights to re-assessment?  Yes  No

Final Assessment Results

Assessment Task 1 Written questions S U DNS

Assessment Task 2 Marketing performance project S U DNS

Overall unit result C NYC

Assessment outcome S NYS

Resubmission Required Y/N Date:

Student result response

Assessment Task 1: Instructions

Written answer question guidance

Assessment Task 1 Written Questions

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.

4. Explain the difference between marketing strategy and marketing objectives.

6. Explain differences between the marketing strategies of market penetration, market

8. Define the term return on investment and outline how it is calculated.

Assessment Task 1 Checklist

Did the student provide a sufficient and clear Completed successfully

Task Outcome: Satisfactory  Not Yet Satisfactory 

Assessment Task 2: Instructions

Assessment Task 2 Marketing performance project

Carefully read the following:

Jan Feb Mar April May June

Number of web site visits 20 30 30 35 40 50

Number of email enquiries from

Research shows that competitors are spending at least 5% of their budget

Complete the following activities:

1. Write a briefing report.

Your report must include the following:

Use the Briefing Report Template to guide your work.

2. Send an email to the management team (your assessor).

Attach your Briefing Report to the email.

3. Conduct a meeting with the Management Team

At the meeting, you are required to:

Take notes on the feedback given to you during the meeting.

4. Update your briefing report.

5. Send an email to the management team (your assessor).

Attach your Revised Briefing Report to the email.

6. Develop a risk management plan

Use the Risk Management Plan Template to guide your work.

7. Send an email to the management team (your assessor).

Attach your Risk Management Plan to the email

Assessment Task 2 Checklist

Correctly identify strategic directions from the case

Provide an analysis of the company’s current

Outline key market opportunities and strengths and

Identify and report on key legal and ethical

Review and report on marketing performance in

Evaluate marketing performance against current

Identify suitable for marketing opportunities for the

Review and report on at least three potential

Evaluate each of the marketing opportunities and