Professional Documents
Culture Documents
Assessment Instructions
Table of Contents
Table of Contents 2
Assessment Schedule 3
Assessment Information 3
Assessment Instructions 5
Assessment Task 1: Written Questions 6
Assessment Task 1 Instructions 8
Assessment Task 2: Marketing plan research project 9
Assessment Task 2 Instructions 10
Assessment Task 3: Marketing plan development and presentation project 14
Assessment Task 3 Instructions 15
Assessment Schedule
Task Due Date
Learning Activity Only Week 1
Task 1 Week 2
Learning Activity Only Week 3
Task 2 Week 4
Task 3 Week 5
Assessment Information
The assessment tasks for BSBMKG609 Develop a marketing plan are included in this 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 Assessment Task Summary
2. Marketing plan research project You must conduct research and develop a marketing plan
briefing report.
3. Marketing plan development and You must develop a Marketing Plan and present it to the
presentation project management team.
Assessment Preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for
clarification if you have any questions at all.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per SCSB
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.
Additional Resources
You will be provided with the following resources before you begin each Assessment Task.
Assessment Task 2
Briefing Report Template
Assessment Task 3
Marketing Plan Template
Assessment Instructions
Each assessment task in this booklet consists of the following:
Assessor 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.
The Assessor Checklist will be returned to you with the outcome of the individual assessment task,
which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not
satisfactory, your assessor will include written feedback giving reasons why.
If you are submitting electronically, consider giving the document a file name that includes the unit
identification number, the task number, your name and the date.
Task summary
You need to answer all of the written questions correctly.
Your answers must be word processed.
Required
Access to textbooks/other learning materials
Computer and Microsoft Office
Access to the internet
Submit
1. 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 your 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.
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.
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.
Task summary
This assessment task requires you, in the role of Marketing Manager, to conduct research and develop a
Marketing Plan briefing report to inform the development of a Marketing Plan that you will develop in
Assessment Task 3. This assessment is to be completed in the simulated work environment in SCSB.
Required
Access to textbooks/other learning materials
Computer with Microsoft Office and internet access
Briefing Report Template.
Submit
1. Marketing plan briefing report (Final Version)
2. Email with briefing report 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 your 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.
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.
The business was established to cater for a growing demand for skin products that contain eco-friendly and
natural ingredients. There is also an emphasis on eco-friendly packaging.
NatureCare Products’ current Strategic Plan identifies that its vision is to be a market leader for providing
high quality, sustainable skin care products.
Its organisational objectives are to:
To be a high performing profitable business
To be a leader and innovator in natural, eco-friendly cosmetics
To attract, engage and develop the best staff
It has identified its major competitors as being Jurilique and Botani and is currently working on positioning
itself against this strong competition. The prices of its products are slightly higher than major competitors.
The organisation currently consists of the CEO, Operations Manager, Sales Manager, Marketing Assistant,
Customer Sales Officers (5) and Administration staff (3). All the positions are based in the office in Brisbane.
The company has become well established in the Australian market and sells its products in health stores
across the country. However, the company wants to widen its range of retails outlets with other outlets that
reflects its desired positioning.
It also sells its products online through its own web site, although there is no SEO, and no social media
presence currently.
The company targets customers that want high quality, eco-friendly products. Market research has identified
that around 70% of customers are professional women aged 25 to 55.
The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target
group based on positioning the products as high quality and eco-friendly.
With regard to the marketing of NatureCare Products, the company is reasonably happy with sales through
the web site but would like to do more in the future, for example, through reviewing search engine
optimisation and to use social media to generate sales. The company is in a strong financial position and
has a budget of around $150,000 for marketing for the upcoming financial year.
The company would like to add more products over time and is focussed on a range of products to meet
particular skin needs rather than a one-size fits all. The company is also interested in expanding overseas.
Research has identified that Japan may represent a good opportunity for the company, as it has been
identified there are good opportunities for products made from natural ingredients. The company has also
decided to target essentially the same group of consumers as for the Australian market, as it has identified
that a key group of consumers in Japan for cosmetic products are middle-aged and older women who seek
functionality and higher-value-added items.
Regarding the company’s current promotional activities, successful promotional activities have been
advertisements on the Australian body + soul web site and in the Natural Health magazine. There have also
been in-store promotions with the focus on high quality products for women.
The management team of NatureCare Products has advised that its primary marketing objectives are:
Increase the number of people who make a purchase while visiting the online store by 20%.
Increase the number of retail outlets selling NatureCare Products by 150.
To increase product awareness amongst the target market by 20%.
To increase market share to 15%.
To expand into at least one international market.
To identify new products and new markets.
To attain annual growth of at least 10% over the next three years.
Regarding market trends, the following have all contributed to the growth in popularity of natural-based
personal care products:
health warnings
environmental concerns
ethical concerns
therapy awareness
organic attitudes
It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in
the retail sector. Cosmetics in general are also still growing strongly.
Based on your research and the review of the case study information, develop a SWOT and a PESTLE
analysis that outlines all of the internal and external factors that will impact on the Marketing Plan.
Identify and evaluate least three potential marketing opportunities for NatureCare Products and that align
with organisational objectives. The evaluation of each of the marketing opportunities that you identify should
include the following:
The fit with organisation’s objectives as outlined in the scenario information.
Risks of each of the marketing opportunities you have identified.
Potential returns of each of the marketing opportunities. Returns can be identified in general terms,
for example, greater market share.
Identify and report on feasible marketing strategies that can be implemented for the marketing opportunities
you have identified, including strategies that:
Address the four p’s of the marketing mix in accordance with the organisation’s marketing
objectives, including desired positioning.
Align with organisational strengths as described in the case study information
Are relevant to the three marketing opportunities you have identified
Are consistent with NatureCare Product’s ability to implement such marketing strategies given the
information provided in the case study.
The briefing report must include a clear rationale for your selection of marketing strategies based on the
above, and clearly demonstrate how the strategies align with the NatureCare Product’s strategic objectives.
Following determination of the marketing strategies, you are required to plan and report on marketing tactics
for each of the marketing strategies you have identified.
Details of proposed marketing tactics to implement each strategy and rationale for such.
Timing of the marketing tactics, staff roles and responsibilities and costs involved. Costing should be
developed in line with the budget outlined in the case study information. You should research the cost of
the marketing tactic you identified using the Internet to ascertain general costs and record these in the
briefing report.
Recommended coordination and monitoring mechanisms that will be used to ensure that the
marketing tactics are implemented as required and according to timelines.
How the proposed marketing tactics are achievable within the available budget and staff and are
relevant to the organisation’s marketing objectives.
Legal and ethical issues that need to be considered in using the marketing tactics proposed and
how you have ensured these issues are addressed. The following codes and legislation should be
reviewed to assist in the identification of legal and ethical issues (depending on the marketing tactics
proposed):
http://aana.com.au/content/uploads/2014/05/AANA-Code-of-Ethics.pdf
http://apps.ami.org.au/About/code_of_conduct.asp
http://www.adma.com.au/comply/code-of-practice/
http://www.acma.gov.au/Industry/Marketers/Anti-Spam/Ensuring-you-dont-spam/key-elements-of-the-
spam-act-ensuring-you-dont-spam-i-acma
Develop and report on marketing performance measures to ensure performance against marketing
objectives and budget can be measured and allowing for adjustment against measures as required.
Develop and report on strategies that can assist in increasing organisational expertise or resources to
address gaps in currently capability and marketing objectives as per the case study information provided.
3. Send an email to the CEO via email (your assessor) with your briefing report attached.
The text of the email should be written in grammatically correct English, in an appropriate (formal, business-
like) tone.
It should seek feedback on the briefing report and request approval to develop the marketing plan based on
the report.
The CEO will respond to your briefing report, providing ideas for incorporation as required, and confirm
approval to proceed to developing the marketing plan.
Student Appendix
Briefing Report Template
Briefing Report
Template.docx
Task summary
This assessment task requires you to develop and present the Marketing Plan based on the Marketing Plan
briefing report that you developed in Assessment Task 2. This assessment is to be completed in the
simulated work environment in SCSB
Required
Access to textbooks/other learning materials
Computer with Microsoft Office and internet access
Marketing Plan Template
Access to a meeting space
Projector for PowerPoint presentation
Roleplay participants (assessor and two students)
Deliver
1. Marketing Plan Presentation.
Submit
1. Draft Marketing Plan
2. Marketing Presentation Slides
3. Email with draft marketing plan and marketing presentation attached
4. Updated Marketing Plan
5. Email with updated 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 your 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.
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.
You may include notes within your presentation program to assist you in presenting.
Save this file as Marketing Presentation.
It should introduce and summarise the contents of the attachment and ask them for the place, date and time
of your presentation.
Attach your draft marketing plan and marketing presentation to the email.
Prior to commencing your presentation, ensure you provide your Draft Marketing Plan to the meeting
attendees.
At the meeting, you will need to explain each part of the Marketing Plan and seek input and feedback.
During the meeting you will need to demonstrate effective communication skills including:
Speaking clearly and concisely
BSBMKG609_Assessment Instructions_23/06/20 Page 15 of 16
Southern Cross School of Business
CRICOS Provider Code: 03523D I RTO ID: 41253 | ABN: 95155625924
Level 2, 1-3 Fitzwilliam Street Parramatta NSW 2150
Level 3, 531 George Street, Sydney, NSW 2000
Ph: 61 (2) 8937 0506 & 9633 3287
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-
like) style.
It should summarise the meeting and the contents of the attachment. The text should outline the changes
that you have made to your marketing plan.
Student Appendix
Marketing Plan Template
Marketing Plan
Template .docx