BSBMKG609 DEVELOP A MARKETING PLAN

ASSESSMENT MANUAL
ASSESSMENT OVERVIEW

About this Assessment Manual

This Assessment Manual provides you with assessment information and the assessment
tasks you will be required to complete for this unit.

Why are assessment tasks important?

The assessment tasks are an important part of your course as they provide an opportunity
for you to apply what you have learned and feedback on your progress.

How will you be assessed?

You are required to complete all the below assessments satisfactorily to demonstrate
competency in this unit. Your trainer and assessor will provide you with a due date for each
assessment task, write these down in the space provided.

Assessment Plan

Assessment Number Method of Assessment Due Date

Assessment Task 1 Short Answer Questions

Assessment Task 2 Portfolio and Roleplay

What is required for successful completion?

To be assessed as ‘Competent’ for this unit, you must complete all the above assessment
tasks satisfactorily.

Assessment Tasks

The information provided under each assessment task gives you:

• Instructions to outline the purpose of the assessment task and conditions to

consider when completing the task e.g. resources, place, submission
requirements and timeframes;
• Assessment context/scenario information;
• Activities/questions to be completed by you; and
• An outline of the evidence to be submitted by you - Evidence Submission Checklist.

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How to submit assessments

Assessment responses should be typed; however, handwritten responses will be

accepted as long as they are legible. In some cases, an assessment task will require the
completion of a template or form and these can also be completed by hand.

Printed copies of the assessment work must be submitted to your trainer and assessor by
the due date. If you are asked to submit your assessment work electronically, then upload
copies of your assessor work on to VIA Education’s e-learning platform.

Please note that some assessments require additional evidence, such as a form or a
template and these must be included with your submission. A list of appendices and
templates required to complete the assessment tasks are provided as a separate
document - Appendices and templates.

In some cases, you may be required to work on a task in small group. If this is the
case, you will still be required to submit your assessment evidence individually, and
your performance will still be assessed on an individual basis.

Assessment Coversheet

An Assessment Coversheet for each task has been provided to you as a separate
document. Print and complete the coversheet for every assessment task by filling in all
the required parts and then sign and date the declaration. This declaration is an
agreement from yourself, declaring that all the evidence you submit is your own work.
Attach the completed coversheet with your printed assessment work submissions. Please
keep the ‘Assessment Submission Receipt’ section with you as a proof of submission.

If the electronic submission through VIA Education’s e-learning platform is used to

submit your assessment work, then please complete the declaration agreement before
finalising the submission.

Assessment Outcomes

Once your assessor marks your assessments, they record result for each task as either
‘Satisfactory’ or ‘Not Satisfactory’.

Once all tasks are marked and you achieve ‘Satisfactory’ result for all tasks, you
will receive a ‘Competent’ result for this unit.

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If any of the tasks you submitted receives a ‘Not Satisfactory’ result or you missed any
of the tasks, then you will receive a ‘Not Competent’ result for this unit.

Plagiarism and Referencing

Work submitted for each assessment task must be your own – your own words. If you
rely on a source (e.g. learner guide or websites) to prepare your responses or evidence,
then you must acknowledge the source. More guidance on how to reference is provided
in Student Handbook (available on VIA Education’s website). You must also ensure that
the information you provide in assessment evidence must be relevant to the task and
case study scenario and current (recent enough).

Students found to be engaged in academic misconduct involving plagiarism, cheating,

and/or collusion will be dealt with as per the VIA Education’s Academic Misconduct Policy.
More details on this policy can be found in the Student Handbook.

Re-assessments

If you are deemed Not Competent (NC), you will be given an opportunity to re-attempt the
assessment with further evidence or demonstration. Students are eligible to re-attempt any
tasks up to two times during the duration of their course. Re-assessment fee may apply.
Full details of re-assessment process are detailed in the Student Handbook.

What can you do if you don’t agree with the assessment outcomes (results)?

If you disagree with the assessment outcome, or believe that you have been treated
unfairly, you can appeal the decision using VIA Education’s Complaints and Appeals
policy (outlined in the Student Handbook).

The first step is to discuss the matter with your trainer and assessor. If you still do not
agree with the outcome, you can request for a review of your assessment by lodging a
formal appeal.

Retaining copies of the submitted assessments

Please make sure you keep a copy of all work submitted.

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ASSESSMENT TASK ONE

Short answer questions

Instructions

• The purpose of this task is to assess your knowledge relating to developing a

marketing plan
• You must answer all fifteen (15) questions. Where applicable, a guide to the length
of your response for each question is provided next to each question.
• You must complete this task by the due date set by your trainer and assessor.
• You will need access to the following resources to complete this task:
o Learner Guide and class notes
o Computer with MS Office Suite (or similar) and internet access.
• You must provide your responses in your own words. You can refer to the
Learner Guide or other sources, but you are not allowed to copy sentences
and/or paragraphs directly from these sources. If your responses found to have
been copied directly from learner guide or other sources, your result for this task
will be Not Satisfactory.
• You will complete this task at home in your own time.
• You must submit evidence as per the ‘Evidence Submission Checklist’ by the
due date.

Questions

1. Outline how strategic alliances can provide options for marketing opportunities (in
40 – 50 words) and include two (2) examples of alliances (also known as
cooperative business models) that can be formed between businesses.

Strategic alliances refer to agreements between a several companies that are

independent to have some cooperation in their development, product sales,
manufacturing and in other objectives of the business. For instance two
companies A and B can form a strategic alliance where they combine their
capabilities and resources to have mutual interests in the marketing of their
goods and services. The two types of alliances that can be formed are joint
venture and equity strategic alliance. A joint venture exists when two companies
A and B form a child company C. equity strategic alliance exists when a company
A, buys a percentage of equity from another company B.

2. Ansoff Matrix provides four growth strategies you can use to grow your business.
Outline (in 30 – 50 words) how the development of new products or services can
provide marketing opportunity options for a business, both in existing and new
markets. Relate your answer to relevant growth strategies from the Ansoff matrix.
 By the use of the Ansof matrix, the option of market penetration is the safest for
the development of a company existing products. This presents great marketing
opportunity options given the fact that the main focus is increasing the sales of
the existing products in the existing market. This is strengthened by the
knowledge that the existing product is working properly; while the market has
some surprises for the sellers.

3. Outline at least two (2) ways how a takeover can create options for
marketing opportunities for a business.

A takeover known as acquisition; refers to situation where one business

assumes total control of another business, takeover represent the most
common medium of external expansion especially for the larger business
ventures. Takeovers have the potential to create numerous options for
marketing opportunities because they increase the market share of the
company taking over another. Takeover also help eliminate the barriers for
entering new markets for the firm taking over another while at the same time
giving such a firm an access for enjoying economies of scale.

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4. Outline nine (9) key details that a franchisor should consider providing
when marketing their franchise opportunity.

The key information that a franchiser should consider providing when

marketing their franchise opportunity are as follows:
- The market
- Company History
- Financial Statements
- Level of Investment
- Training and Support
- Territory
- Royalties

5. Outline how a company can use the establishment of a new business as an

opportunity for marketing. Provide an example to illustrate your answer.

- Listen to your potential clients and past leads

Listen to potential customer needs, wants, challenges and frustrations
with your industry. This will help you to find opportunities to develop
more tailored products and services, hone our target market and
identify and overcome common objections
- Listen to you customers
When talking to you customers listen to what they saying about our
industry. This valuable customer information will help you identify the
key business opportunities to expand and develop your current
products and services.
- Look at your competitors
Analyzing our competitors will help you identify key business
opportunities to expand your market reach and develop your products
and services.
- Look at industry trends and insight
Subscribe to industry publications, join relevant associations, set
Google alerts for key industry terms and news and follow other industry
experts on social media. Absorb yourself in your industry and
continually educate yourself on the latest techniques and trends.

6. Outline two (2) other marketing opportunity options that a business could choose
to pursue other than options explored in the questions above (in 40 to 60 words)

- Indirect competition analysis

Opportunities can also be found by analysing substitute industries. For
example, thanks for the decrease in airfares, airlines may look for opportunities
in consumer segments currently supplied by other means of transport. Air
carriers should research how many people travel on long-distance buses and
trains, which routes are most in demand, how much travellers pay for their
tickets, what the occupation rate of long-distance buses and trains to choose to
travel by plane instead. This type of analysis helps establish competitive
 advantages against indirect competitors and provide insight on additional
opportunities for growth.
- Analysis of other industries
The objective of the companies is not to continue operating within an industrial
sector but expand a certain business model or philosophy. For example: a
British holding companies, Easy Group started maximising the occupancy rate
if flights with the airline EasyJet. Easy group understood that it was preferable
to sell a seat at a lower price than not selling it at all.

7. Explain the importance of considering the marketing mix when bringing products or
services to the market. (in 50 – 70 words)

The most popular frameworks is the 4Ps (Product, Price, Place and Promotion), by
leveraging this elements to take advantage of natural strengths, the company can
improve its chance of successfully marketing its product. If the business grow to
reach broader audience, the company have t take certain action to help audience
to find it. The company also need to persuade clients to select their products and
services instead of those offered by competitors. Successful marketing campaigns
and utilize all the strengths while downplaying or containing the weakness. It is
necessary for the company to understand the basic elements of marketing mix for
that particular product.

8. As most businesses have the objective to sell as many products as possible, outline
at least three (4) key factors that a company should consider in determining the
product component of the marketing mix.

Product refers to good and service offered by the company. It should fulfil consumer
demand thus marketers needs to understand the lifecycle of the product. Type of
product also dictates how much businesses can charge for where they should place
it and how they promote it to the marketplace.
Price is cost consumer pay for the product. Marketers must link the price to the
product and consider supply cost, discount, and competitor’s price. Marketers need
to determine when and if discounting is appropriate. Discount can sometimes give
impression product being less exclusive.
Place outline where the company sells its product. The goal is to get their products
infront of the consumers. It may refer to placing product in certain stores or placing
product on TV shows, films or webpage to gain attention.
Promotion include advertising, public relation and promotional strategy. Its
promoting a product and show consumer why they need it and should pay certain
price for it.

9. Outline (in 50 – 70 words) the importance of the pricing strategy for a business and
two (2) types of pricing strategy that a company could use.

Pricing strategy involves evaluating the price you charge for our product or service
and how it fits the marketing plan. Pricing strategy also a practical manner
because company cannot succeed if you do not earn enough to cover costs.
Evaluate your competitors prices to develop own pricing strategy by looking the
amount they are charging, tangible and intangible value they offer and position you
are offering relative to their product and service.
 Types of pricing strategy:
- Price Skimming Strategy: setting prices high by introducing new products when
the market has few competitors. This enable company to maximize profits
before competitors enter market, when price then drop.
- Economy Pricing Strategy: set prices at bare minimum to make small profit.
Company minimize profit and promotional cost. Key to profitable economy
pricing program is to sell a high volume products and services at low prices.

10. Outline two (2) types of promotional strategies that a business could use.

- Personal selling: most effective because it focuses on relationships and reaching

out consumers one on one either in person, email or phone. Involve targeting
your audience with message geared specifically for their needs.
- Public relations: develop positive brand image in the media, connect with target
audience by sharing favourable information about the business. Conduct public
relations efforts through press conferences, press releases, media interviews.
Use sponsorship to establish positive image for the organization such as
sponsor local fairs to local kids sports teams.

11. Outline three (3) common distribution strategies that can be used as part of the
marketing mix.
- Intensive distribution: used commonly to distribute low priced products or
impulse purchases. For example snacks such as chocolates, soft drinks
and crisps.
- Exclusive distribution: involves limiting distribution to single outlet. The
product is usually highly priced, and requires the intermediary to place
much detail in its sell. An example would be the sales of vehicles through
exclusive dealers.
- Selective distribution: A small number of retail outlets are chosen to
distribute the product. Selective distribution is common with products such
as computers, televisions household appliances, where consumers are
willing to shop around and here manufacturers want a large geographical
spread.

12. Outline (in 40 – 50 words) why a business may choose to use an undifferentiated
marketing strategy.

Undifferentiated marketing is commonly referred as mass marketing. Lack the

targeted approach of other marketing strategies and typically operates in larger
scale. The philosophy is to reach most consumers by any means necessary and
without regard for specific goals. It is cheaper in cost as it does not require many
work hours, expensive market research data and constantly changing in terms of
advertising. Increase in brand recognition and future rewards as the more your
brand seen by consumer, the better name recognition you will have. Brand
recognition is valuable asset and people will already know who you are thanks to
undifferentiated campaigns.

13. Outline why a business may choose to use a concentrated marketing strategy.
 Concentrated marketing strategy is whereby a product developed and marketed for
specific segment of consumer population. It is effective for small companies with
limited resources because it enable the company to achieve strong market position
in specific market segment it serves without mass production, mass distribution, or
mass advertising. It aims for a narrow, specific consumer group through one
specialized marketing plan catering to the needs of that segment.

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14. Explain the process (in 40 – 50 words) that a marketer can use to ensure that
marketing strategies, approaches and the marketing mix meet legal and ethical
requirements. Provide an example to illustrate your response.

The process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix are achievable for an organisation is to do
feasibility study, this will show whether the objectives of the marketing plan are
achievable or not. In addition, a marketer can evaluate whether the
organisation has the needed resources to achieve the goal of the marketing
plan. An example of this is the feasibility study that Uber did before coming to
Australia.
 15. Explain the process (in 30 – 40 words) that a marketer can use to ensure that
marketing strategies, approaches and the marketing mix are achievable for an
organisation. Provide an example to illustrate your response.

Well thought plan for offering value and solutions to target market allows the
company to discover the needs of targeted consumers and fulfil their needs in
cost effective and timely manners. Some guidelines to ensure the strategy is
effective are:
- Set measurable, achievable goals by ensuring they are clear, structured
and measurable to easily accomplish your purpose.
- Base plans on facts and validated assumptions through market research
- Use simple, clear and precise plan to detail what benefit you will offer to
your clients.
- Feasible plan by research the best way to connect with and engage the
ideal consumer and implement plan to your company.
Steps are essential to accomplish simple and effective strategic plan:
- Identify objective and determine mission
- Do business environmental scan including trends and competition
- Devise strategy using SWOT, budget marketing, price and distribution
- Implement strategy and put our plan into action
- Measure how close or far you from your objectives, track what works and
change.

Evidence Submission Checklist

Evidence to be submitted Have I completed this?

Answers to all questions 

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ASSESSMENT TASK TWO

Portfolio and Roleplay

Instructions

• The purpose of this assessment task is to assess your skills relating to preparing
a marketing plan
• You must complete this task by the due date set by your trainer and assessor.
• You will need access to the following resources to complete this task:
o NatureCare Products Case Study Information
o Appendices and Templates provided by your assessor
o Business technology and office equipment including computer with MS Office
Suite (or similar) and internet access
o Space/technology for meetings/presentations
• You must provide your responses in your own words. You can refer to the Learner
Guide, Case Study Scenario or other sources when preparing evidence, but you
are not allowed to copy sentences and/or paragraphs directly from these sources.
If your responses found to have been copied directly from learner guide, case study
scenario or other sources, your result for this task will be Not Satisfactory.
• You will complete the research and documentation type of activities at home in your
own time and the practical type (role-plays and presentations) activities in
simulated assessment environment under the assessor’s supervision.
• After completing the activities, you must submit evidence as per the ‘Evidence
Submission Checklist’ by the due date. For observation type activities, your
assessor records your performance using a checklist, so you do not need to
submit anything unless the activity asks you specifically.

Scenario

In this assessment task, you will play the role of Marketing Manager at NatureCare
Products. You will conduct research and develop a marketing plan briefing report to
inform the development of a Marketing Plan for the company.

Activities

1. Prepare a marketing briefing report

Prepare a marketing briefing report with marketing strategies and tactics (using
Appendix 2)
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 2. Meet with the CEO to discuss briefing report
Roleplay Scenario
Meet with the CEO (your assessor) to discuss the briefing report, in particular
the marketing strategies

Roleplay Conditions

Your assessor will play the role of CEO. You will play the role of Marketing Manager.

During the meeting:

• Explain to the CEO the reasons that justify the selection of marketing strategies.
• Incorporate the ideas provided the CEO as required
• Confirm approval to proceed to developing the marketing plan
• Use appropriate language and non-verbal features to explain and
present information
• Use active listening and questioning to elicit feedback
This meet should take no more than 10 minutes.

Role Play meet with CEO to discuss briefing report

Me as Marketing Manager
Assessor as CEO

Marketing Manager: Good morning Mr.Frank as the CEO of NatureCare. Thank You
for making your time to attend this meeting to discuss our briefing report particularly
in marketing strategies.

CEO: You’re Welcome Andrew, and Thank You for all your hard work given in this
briefing report. Please proceed to our discussion.

Marketing Manager: As we know NatureCare is starting to grow its brand name in

Australia. Thus, I would like to propose NatureCare to extend its brand across Japan
which suits the most with our target market. Furthermore, launching new products
and develop new product that suitable to our target market. By having this, I’m sure
we could reach our targeted sales.

CEO: I love your ideas on extending our brand towards Japan market. However, I
would suggest that you could arrange ways to obtain Japan license and export
policies to avoid any political and legal hassle in the future. Perhaps, for the
launching of new products I would suggest you to reach product that we could sold in
both Japan and Australia market to minimize the cost.

Marketing Manager: Sure, I shall put that as part of our Action Plan. Is there any
suggestion that you would like to add Mr. Frank?
CEO: No Andrew, all marketing plan that you have made is good and up to my
expectation. You shall proceed with the entire plan that you had made for
NatureCare.

Marketing Manager: Thank You Mr. Frank. If that’s the case then I shall end this
discuss with you today. Thank You for making your time to attend this discussion and
have a nice day.

CEO: You’re welcome. Have a nice day to you too Andrew.

3. Develop a draft marketing plan

Use the information from your marketing plan briefing report from Activity 1 and
develop the marketing plan using the template provided. Notes from the Marketing
Plan Template (Appendix 3) will assist you to structure the required information.

Name this as draft marketing plan

Draft Marketing
Plan.docx

4. Meet with the management team to seek approval of the plan

Roleplay Scenario

Meet with the management team to seek approval of the marketing plan.

Roleplay Conditions
Your assessor will play the role of the CEO. Your assessor will also organise for two
other students to role play the senior management team (the Operations Manager and
the Sales Manager) and will brief these students to ask questions and provide input.

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 Prior to the meeting, you must also print off three copies of your draft marketing plan
to provide to the CEO and senior management team.

During the meeting you will discuss the following:

• Discuss how the Marketing Plan meets organisational and marketing objectives
• Discuss how the proposed strategic marketing mix and rationale for such
• Discuss the overall marketing approach and rationale for such
• Provide information that supports the choice of identified marketing strategies
and tactics

• Use appropriate language and non-verbal features to explain and

present information
• Use active listening and questioning to elicit feedback

This meet should take no more than 20 minutes.

Role Play with management team to seek approval of the plan

Me as Marketing Manager
Assessor as CEO
Two students as Operational Manager and Sales Manager

Marketing Manager: Good Morning everyone. Thank you for coming to our discussion for
marketing plan today. My name is Andrew your Marketing Manager and we shall start our
discussion. Our marketing objective is to be a leader and innovator in eco-friendly cosmetics
as well as expand our business in one international market. Thus in this marketing plan, I
would like to propose our brand NatureCare to extend its market internationally to Japan as
well as develop new product that suits our targeted market.

Operational Manager: So how we achieve the marketing objective? How do we approach our
customer to try on new products?

Marketing Manager: Since our products are set to be higher end, our customers are mainly
high end customers. Thus, we have to set up our products in retail store and online stores so
it reaches out our customer. Especially for this new product, we have to make advertising in
social media, TV or billboard to promote quality of our product.

Sales Manager: How about the product being launch in Japan market?

Marketing Manager: Once we finish introducing our product in Australia, it’s time to launch
our new product in Japan. As Japan customer tends to seek high quality and eco-friendly
cosmetics product. Hopefully by launching our new product, we could reach 50% increase in
sales.

CEO: It’s good to hear that our sales could reach 50%. That means we have the same age
target market in Japan and Australia that seeks for high quality product and high
functionality. I would like to give you some feedback that we can reach social media such as
Instagram, Facebook or Twitter to promote our product and connect ourselves more to our
customer. We have to be consistent, reachable and available anytime when customer are
looking for us through online. How do you track the product performance?

Marketing Manager: I shall take note on your feedback Sir. As for product performance, we
could track our performance by using Key Performance Indicator (KPI) to measure the staff
performance and Return of Investment (ROI) to measure the amount of return on particular
investment.

CEO: Glad to hear your marketing plan actually meets our objectives. Is there any questions
you both like to ask Andrew?

Operational Manager: No. All good. It was clearly stated in this Marketing Plan. I hope the
new product launch and our new store opening in Japan could gain us more reputation and
boost our sales in the future.

Marketing Manager: if that’s the case, then I shall end this meeting today. Thank you for
joining me in this discussion.

5. Update your marketing plan

Incorporate feedback provided during the meeting.

Name this as Updated marketing plan

Updated Marketing
Plan.docx

Evidence Submission Checklist

Evidence to be submitted Have I completed this?

Marketing briefing report 

Draft Marketing plan 

Updated marketing plan 

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