T-1.8.

Details of Assessment
Term and Year Term 2/2019 Time allowed 7 weeks
Assessment No. 1 Assessment Weighting 100%
Assessment Type INDIVIDUAL PROJECT REPORT: Marketing Project Plan
Due Date Week 7 Room K710

Details of Subject

Qualification BSB52415 Diploma of Marketing and Communication

Subject Name Marketing Project

Details of Unit(s) of competency

Unit Code and BSBPMG522 Undertake project work
Name

Details of Student
Student Name
Daniela Lutten Leitao
College AAI Student ID
201837789

Students’ Declaration: I declare that the work Signature: ___________________________

submitted is my own, and has not been copied or
plagiarised from any person or source. Date: _______/________/_______________

Details of Assessor
Assessor’s Name Wilson Del Rosario
Assessment Outcome

Results Competent Not Yet Competent Marks / 100

FEEDBACK TO STUDENTS
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:

______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________

Student Declaration: I declare that I have been Assessor Declaration: I declare that I have
assessed in this unit, and I have been advised of my conducted a fair, valid, reliable and flexible
result. I am also aware of my right to appeal and assessment with the student, and I have provided
reassessment procedure. appropriate feedback.

Signature: ___________________________ Student did not attend the feedback session.

Feedback provided on assessment.
Date: ____/_____/_____
Signature: ____________________________
Date: ____/_____/_____

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Purpose of the assessment

The purpose of this assessment is to assess the Competent Not yet Competent
student in the following outcomes: (C) (NYC)
1.1 Access project scope and other relevant
documentation
1.2 Define project stakeholders

1.3 Seek clarification from delegating authority of

issues related to project and project parameters
1.4 Identify limits of own responsibility and reporting
requirements
1.5 Clarify relationship of project to other projects
and to organisation’s objectives
1.6 Determine and access available resources to
undertake project
2.1 Develop project plan in line with the project
parameters
2.2 Identify and access appropriate project
management tools
2.3 Formulate risk management plan for project,
including Work Health and Safety (WHS)
2.4 Develop and approve project budget

2.5 Consult team members and take their views into

account in planning the project
2.6 Finalise project plan and gain necessary
approvals to commence project according to
documented plan
3.1 Take action to ensure project team members are
clear about their responsibilities and the project
requirements
3.2 Provide support for project team members,
especially with regard to specific needs, to ensure
that the quality of the expected outcomes of the
project and documented time lines are met
3.3 Establish and maintain required recordkeeping
systems throughout the project
3.4 Implement and monitor plans for managing
project finances, resources and quality
3.5 Complete and forward project reports as required
to stakeholders
3.6 Undertake risk management as required to
ensure project outcomes are met
3.7 Achieve project deliverables

4.1 Complete financial recordkeeping associated

with project and check for accuracy
4.2 Ensure transition of staff involved in project to
new roles or reassignment to previous roles
4.3 Complete project documentation and obtain
necessary sign-offs for concluding projects
5.1 Review project outcomes and processes against
the project scope and plan
5.2 Involve team members in the project review

5.3 Document lessons learned from the project and

report within the organisation

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Assessment/evidence gathering conditions

Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student
can only achieve competence when all assessment components listed under “Purpose of the assessment”
section are recorded as competent. Your trainer will give you feedback after the completion of each
assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.

Resources required for this assessment

 Computer with relevant software applications and access to internet

 Weekly eLearning notes relevant to the tasks/questions
 Any additional material will be provided by Trainer
Instructions for students
Please read the following instructions carefully
 This assessment has to be completed In class At home
 The assessment is to be completed according to the instructions given by your assessor.
 Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within two weeks of the assessment due date. All other
feedback will be provided by the end of the term.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps
in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be
deemed competent for this unit of competency.
 If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
 Please refer to the College re-assessment policy for more information (Student Handbook).

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ASSESSMENT BRIEF AND INSTRUCTIONS

Performance Objective

Students will demonstrate knowledge and skills required to define project, develop project plan,
administer, monitor and finalise project.

Organisation

Zara is one of the largest international fashion companies. It belongs to Inditex, one of the world’s
largest distribution groups. The customer is at the heart of our unique business model, which includes
design, production, distribution and sales through our extensive retail network. For more information
about the organisation, please read the attached case study and visit the Inditex Group
website: www.inditex.com.

Context and Situation

You are working in the Marketing Department of Zara, Sydney Office. Your Marketing Manager has
tasked you to undertake the project work of the company’s integrated marketing
communication. Your tasks include defining the parameters of the project, using project
management tools to develop and implement project plan, consulting and communicating with
relevant stakeholders to generate input and engagement, finalise the project including documentation
and review the project outcomes.

Your trainer will play the role of the marketing manager and expects you to submit a marketing project
report following below:

Instructions on Submission Requirements

± You are required to use the marketing project plan template attached and the appendices and
follow the table of table contents to develop a marketing project plan for the organisation. You
are to follow the exact layout of the template and complete all the sections of the template for
this organisation’s marketing project plan.
± The templates attached includes a table of contents, marketing project plan with the
instructions on each task requirements and marking weights and appendix 1 to 4.
± All sources are referenced consistently and comprehensively using the recommended
referencing system as prescribed in the subject description/outline.
± Overall presentation is professional including spell and grammar checked judicious use of
headings, font size, layout etc.
± A marking criteria table (to be completed by the assessor) is also attached for your reference
to get idea on the weights for each requirements of the plan.
± Submit a hard copy of the marketing project plan on the due date.

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MARKING CRITERIA (for trainer use only)

The assessor is required to use the marking rubric below to assess the learner performance in each
task as mentioned.
TASK DETAILS MARK ALLOCATED MARK RECEIVED
Executive Summary 5
Introduction 5
Marketing Project Plan
1 Project Purpose 5
Project Scope (In Scope) 5
Project Scope (Out of Scope) 5
2 Stakeholder Analysis 9
3 Project Parameters 6
4 Resource Needed 6
5 Project Parameters and Project Management Tools 8
6 Completed Project 15
7 Risk Management 6
Appendices
Appendix 1 – Variance Form 5
Appendix 2 – Project Team Transition Form 5
Appendix 3 – Project Sign-off Sheet 5
Appendix 4 – Project Review Form 5
References 5
TOTAL 100

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TABLE OF CONTENTS

Executive Summary …………………………………………………………………………………………….7

Introduction ………………………………………………………………………………………………………7

Marketing Project Plan …………………………………………………………………………………………8

1. Project Purpose and Project Scope ……………………………………………………………8

2. Stakeholder Analysis …………………………………………………………………………….9

3. Project Parameters ……………………………………………………………………………..10

4. Resource Needed ……………………………………………………………………………….10

5. Project Parameters and Project Management Tools ………………………………………..11

6. Completed Project ………………………………………………………………………………12

7. Risk Management ……………………………………………………………………………….12

Appendices …………………………………………………………………………………………………….13

Appendix 1 – Variance Form …………………………………………………………………………………13

Appendix 2 – Project Team Transition Form ……………………….………………………………………14

Appendix 3 – Project Sign-off Sheet ………………………………………………………………………...15

Appendix 4 – Project Review Form ………………………………………………………………………….16

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Executive Summary
The Executive Summary is a critical element of any report as it may be the only section of your plan
that a busy senior manager from your company may have time to read before you present it, in a work
context.

The following points MUST be included in the Executive Summary:

Summary of entire plan including:

 Project scope and purpose
 Project deliverables

The Executive Summary should be one page length maximum. (5 marks)

Project Scope:

Purpose: The purpose of the project is the construction of a new 2-storey Zara Store in Bond
Junction, within the maximum period of seven months at cost to not to exceed the amount of
$900,000.

In-Scope:

- The store will be 2-storey, with 2,000-square feet;

- One big storage room;

- Four dressing rooms with 20 cabinets each;

- Staff room with bathrooms;

- Installation of all the electrical parts;

- Installation of the entire plumber sector;

- Eco-friendly

- Publicity of the new store.

Out-Scope:

- Creation of new clothing designs, total focus on the store design;

- The outdoor will be responsibility of the city council;

- No subcontract works in the project;

- No addition of any floors or rooms;

- Site work Monday to Friday from 7am to 3pm, and Saturday from 8am to 1pm.

Deliverables:

- Progress reports;

- Issues reports;

- Design of the project development;

- Action and creation.

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Introduction

This section should provide company background and current vision and mission statements. Check
with other stakeholders if the vision and mission statements are still current and supported. Gain
support from stakeholders to make refinements on vision and mission statements, if necessary, and
create organisational values statement.

(5 marks)

Inditex is one of the world's largest fashion retailers, with eight brands selling in 202
markets through its online platform or its over 7,000 stores in 96 markets.

Zara’s story begins with the opening of our first store in the Spanish coastal city of A
Coruña in 1975, an early milestone in our company’s long history. Over the years, Zara has
remained faithful to its core values, expressed simply in the same four key words that define all
our stores: beauty, clarity, functionality and sustainability.

The stakeholders support and believe in the current mission and values of Zara. For
them, it is also important to have functionality, take care of the environment and plan and create
the best that they can. They will work together to create value beyond profit, putting people and
the environment at the centre of their decision-making, and always striving to do and be better.

They also want to work with a Everyday face-to-face interaction between the customers
and store staff, proving that it is all-important for their fashion decisions, helping them
understand customer needs.

Zara stores also serve as a visible demonstration of the company’s commitment to

sustainability. These new store will be eco-friendly, using at least 20% less energy and 40% less
water than a conventional store – and the aim is to make all of stores eco-efficient by 2020.

Working together with the team of stakeholders, everything will be possible.

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MARKETING PROJECT PLAN

To The Marketing Manager : Wilson Rosario

Marketing Project : INTEGRATED MARKETING COMMUNICATIONS

Project Proposed By : Daniela Lutten Leitão

1. Project Purpose The purpose of the project is to design, plan and create a project of a
new Zara 2-storey store in Bondi Junction. The project will be realized
within 7 months time period and it will cost $900,000, apart from the
communication costs. Also, regarding the communication area, it will be
the purpose to inform the customers about the opening of the new store.
(5 marks)

Project Scope Clearly define the logical boundaries of the project. Note with clarity what is and
is not covered by this project.

In-Scope:
(5 marks)
The store will be 2-storey, with 2,000-square feet. It will have: one big
storage room; four dressing rooms with 20 cabinets each; one staff
room with four bathrooms. The store will be eco-friendly, using at least
20% less energy and 40% less water than a conventional store. It
will be realize the installation of all the electrical parts and the entire
plumber sector. Creation and advertisment of the new store and all its
identity. Also, the marketing communication area will evolve Public
relations work, a lot of engagement using Social medias, publication on
(5 marks) VOGUE Australia, Bus Shelter ad and an small event in Bondi.

Out of Scope:

The project is focused on the design and construction of the store only.
Regarding the outdoors area of the building, these will be responsibility
of the city council. The site work will happen from Monday to Friday
from 7am to 3pm, and Saturday from 8am to 1pm. No subcontracts of
work will be available; every area will be responsibility of the building
company and the architect. For the marketing communication area, no
commercials or spots will be used.

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2. Stakeholder Analysis Identify at least 3 groups or individuals who may participate in the project. List
the major project roles and responsibilities of the actual people involved.

Stakeholder 1: Marketing Director

(3 marks)
Roles and Responsibilities: Creation of the initial project. It will work
directly with the architect in the creation of the whole project and it will
supervise the construction every week, and if the project it is working as
it should. It will be responsible for the whole planning of the project.
Creation, with the team, of all the marketing communication designs.

(3 marks)
Stakeholder 2: Architect/ Construction Company

Roles and Responsibilities: Responsible for the creation of the store

project including all the areas, decoration, colours. Also, he will go to the
site to supervise how the work is going. Responsible, as well, for putting
the project in action. It will construct the whole store, install all the
equipment necessary, paint, etc. it will supply with all the workers and
equipment to make the project happen.

Stakeholder 3: Media
(3 marks)
Roles and Responsibilities: Along side with the Marketing team, the
placement of all the ads and strategic planning for the marketing
communication plan.

3. Project Parameters Identity and explain at least 3 deliverables of this project. What marketing
communication tools are you proposing?

Public Relations: The launch of this new 2-storey and eco-friendly

Zara store needs to be everywhere. A good public relations plan will put
there in every vehicle and events necessary to create a buzz about this
amazing news. Seeing that the location is great and the brand is
already well known and strong, it will not be hard.

Direct Marketing: Supporting the Public Relations comes the direct

marketing. Telling everyone about what it is going on. Through direct
marketing, messages reach end-users directly, and the message now
is: There is a new Zara coming in Bondi.

Advertsing: Normally Zara trust in the mouth to mouth to spread the

(6 marks) word about the brand. But making a small event in Bondi beach to let
the customers know what is coming it is just going to make it even
stronger. A small catwalk will be placed near the beach with all designs
eco-friendly, calling the customers for the new store. Il will also include

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Bus Shelter ads in the avenues of Sydney, but mainly in Bondi.

Social Media: Social media will include Facebook and Instagram. The
idea will be alonside to inform abot the new store, to conect the public
with the construction of the store, showing and posting pictures of the
construction, how it is evolving, the team working together. Finally, in
the inauguration date, a live vídeo will be broadcast in both social
medias.

4. Resources Explain at least 3 resources needed in completing the marketing project.

Needed Money: The first one is money. The money it s necessary to gather the
right people and materials to the achievement of the project. Without the
money, there would be no one to plan, create and develop the project.

People: people are what make everything happen. The have the
creativity, the will, the bodies to work and make everything become real.
They are important resources for this project.

Materials: The construction and development of a store requires

(6 marks) materials. Construction materials but also planning materials. This
resource is what bring everything that was planned and idealized to life.

5. Project Parameters and Project Management Tools

- Complete the Gantt Chart by following the requirements below.

- Marketing manager has allocated $200,000 budget for this marketing project for the next
12 months. (2 marks)
- Consult team members and list different marketing communications activities that you are
proposing in the first column. Use at least 3 marketing activities.
- Below the marketing communications activity, identify who is providing the services
whether it is in house or outsourced. Provide a brief description of the company if the
activity is outsourced. (3 marks)
- Use the Gantt Chart to illustrate which months you are using the activities. Block the
period that you are using for this activity and type the costs of these marketing activities
in the respective blocks. See example below. (3 marks)
- Have the project budget approved by the Marketing Manager.

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Marketing Communications Activities 1 2 3 4 5 6 7 8 9 10 11 12 Total

In thousands
Public Relations

Outsourced: Hill & Knowlton

Located in Sydney but with its headquarters

in New York, in one of the best PR firms in
the world. They provide services to local, 2.5 2.5 5 5 5 5 10 15 20 15 85
multinational and global clients. Bringing the
name of Zara to events and a publication on
VOGUE Australia.

Social Media

Outsourced: Hello Social

A small to medium businesses, that offer

the management of the individual
social media marketing platforms that 2.4 2.4 2.4 2.4 2.4 2.4 2.4 2.4 2.4 5 8 5 40
are most relevant to customers. Using the
design created by the marketing Team, they
will distrubte along Facebook and
Instagram, enganging and monitoring all
the activity.

Digital Marketing

Outsorced: Hello Social

Using the base design of the 2 2 2 2 2 2 6.5 6.5 25

communication, it will create the email
marketing and send to the mailing along the
designated weeks.

Event
10 10 10 10 40
In House: Zara marketing team working
together with the PR company.

Bus Shelter

The design will be responsibility of the

Marketing Team from Zara. But the
distribution will be responsibility of the
company Billboards Australia, specialised in 2.5 2.5 2.5 2.5 10
outdoor advertising, branding and strategic
planning, it is a Melbourne based company.

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Total 200.00

Proposed Project Budget Approved by:

Marketing Manager

6. Project Deliverables

You are expected to take action to ensure project team members are clear about their
responsibilities and project requirements. Attach evidence of project deliverables (marketing
activities).

(15 marks)

Progress Reports: Building Supervisor

The building supervisor will be responsible by giving the progress reports every week by Saturday
3pm. Everything related to the materials and how the plan of the project has been followed is his
responsibility.

Issues Reports: Engineer and Supervisor

Issues reports must be giving by the engineer of the project. Issues are expected and every time
something happened, the engineer has to give a full report of what happened and what should be
done to fix it. After that, another report will be provided by him explaining how the issues was
solved

Design and Project development: Marketing Director

Responsible for the planning and design of the project, that must be delivered to the architect and
the builders in maximum of 4 weeks. Every aspect of the stores identity and what message needs
to be transmitted by colours and design must be created and explained be the marketing director.

Action and creation: Architect

With all the information from the marketing director, the architect will create the design and the
project of the store. Every aspect of the construction, all the suppliers and the materials
necessary, the architect will be responsible for all that. The project needs to be created within 4
weeks time, leaving around 5 months for the project.

Public Relations and Event: Hill & Knowlton Team

After all the projects for the construction, the PR team will be in charge of the Public relation plan
for 10 weeks period, and also for the creation of the event to inform the customers of the new
opening of the store in Bondi. For the PR, the presence in events and a publication on a
magazine will be the most important factors.

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Direct Marketing and Social Media development: Hello Social Team

All the Social Media and Direct Marketing work will be responsibility of the Hello Social Team. They
will be active for the whole period of 12 weeks of the marketing communication period for the
project. Using the design created by the marketing Team, they will distrubte along Facebook and
Instagram, enganging and monitoring all the activity.

Bus Shelter

The design will be responsibility of the Marketing Team from Zara. But the distribution will be
responsibility of the company Billboards Australia, specialised in outdoor advertising, branding
and strategic planning, it is a Melbourne based company. The ad will be placed in the main
avenues and street of Sydney, near Town Hall, Central, North Sydney, but specially around Bondi
Junction.

Store Project:

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VOGUE Publication:

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Facebook:

Instagram:

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Support material for the event:

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Event:

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Bus Shelter:

7. Risk Management

Undertake risk management as required to ensure project outcomes are met. List at least 3 risks
of the project and discuss your contingency plans.

(6 marks)

Delay Suppliers: The biggest problem with construction is the suppliers. If they delay any
delivery of any material, the construction has to stop. This would bring a huge impact to the entire
project and the marketing plan that it has been all organized for the launch of the new store. Keep
track of all the deliveries and research to find good suppliers can avoid this risk.

Competition: In Bondi there is a big Westfield full of big and famous stores. This could be a risk
for being a strong competition against Zara what can finish terrible wrong. But, Zara has a strong
brand with good professionals.

Budget: Overcoming te budget is a big risk with any construction and marketing plan. Mistakes
can happen anytime, but having a strong planning, good researches, and good people work
behind the scenes, can avoid that the company has to spend more money that expected.

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Appendix 1

Instruction: Fill this form if there are changes to be made in the marketing project.

Variance Form

Issued By: Requested By: Change Request No: Date:

Supervisor Marketing 14303 21/05/2019
Director
Item of Scope Affected
Design of the Store

Nature of Change Requested Colour of the design of the store has to be changed.
Consequently, al the design of the ads as well.

Reason for Change The suppliers had a problem with the colour of the painting,
and it will not be able to delivery the necessary amount to
paint the store.

Impact on Resources More money and time has to be spend

Impact on Budget Around 25.000 construction budget/ 10.000 for marketing

Impact on Schedule 2 weeks delay

Adjusted Project
Change Authorised: Yes/No Completion Date: Adjusted Final Budget:
925.000 for the construction;
7/06/2019 210.000 marketing

(5 marks)

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Appendix 2

Instruction: Complete the project team transition form to ensure the transition of staff involved in
project to new roles or reassignment to previous roles. Use at least 3 team members.

Project Team Transition Form

Team Member Current Project Current Role Next Project Next Role

Architect New Zara Store Design the project New Identity New New window
Zara and store
interior design

Supervisor New Zara Store Supervising the New Identity New Next role still
construction Zara pendent

Marketing Director New Zara Store Planning the new New Identity New Marketing
store Zara Director

(5 marks)

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Appendix 3

Instruction: Complete the project documentation and obtain necessary sign-offs for concluding project

.
Project Sign-off Sheet

Project Name:

INTEGRATED MARKETING COMMUNICATIONS for NEW ZARA STORE

Start Date: 20/04/2019 Completion Date: 20/11/2019

Project Duration: 7 months Marketing Manager:

Project Goal/objectives: Creation of a new Eco-friendly and 2-storey Zara store in Bond.

Project Deliverables: Progress reports; Issues reports; Design of the project development; Action and
creation; Public Relations and Social Media.

By signing this document, we acknowledge that By signing this document, I acknowledge that I
we have delivered all the stated deliverables at have received all the stated deliverables at the
the agreed to quality levels. agreed to quality levels.

Marketing Project Group Members: Marketing Manager:

(5 marks)

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Appendix 4

Instruction: Involve team members in the project review. Review at least three project outcomes and
processes against the project scope and plan. Document the lessons learned from the project and
report within the organisation. For each marketing project milestone or phase, identify what worked,
what didn’t work and ways to improve the process next time.

Project Review Form

Milestone/Phase What Worked What Didn’t Work Ways to Improve

Planning The store and the initial Delays on the project. Evaluate better the
idea happened. options regarding all
the services.

Designing All the details of the The colours of the Double check with the
construction and the store and the ads had suppliers.
ads worked perfectly. to be changed.

Action People really worked Problems with some Research better and
hard to deliver the suppliers. evaluate all the options
project. available.

(5 marks)

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References

https://www.inditex.com

https://www.workamajig.com/blog/project-deliverables-guide

http://www.geniusmarketing.com/marketing-resources-needed-money-time-expertise-energy/

http://m.aedifica.com/en/projects/retail/zara

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