ASSESSMENT

BOOKLET
BSBMKG621

Student Details
Student
Student ID
Name

Result Summary
Assessment 1 ☐C ☐ NYC ☐ NA ☐ First submission
Assessment Type of ☐ First re-submission
outcomes ☐C Submission ☐ Second re-
Assessment 2 ☐ NYC ☐ NA
submission
Final Unit ☐ Not Yet Submission
☐ Competent
Outcome Competent Date

Assessor Assessor
Name Signature
 This Page is
intentionally left
blank
 Assessment Record of Outcome
Purpose: This sheet provides an overview of a student’s competency for each unit based on all assessment tasks
submitted.
Instructions: Assessor: Record the outcome of each assessment task and determine the student’s competency for the
unit based on all assessment tasks. Record the unit outcome below, sign and date.

Admin Team: Record the unit outcome in RTO Manager and save the assessment bundle in the student’s file. A
scanned copy of this document is to be retained once the assessment is destroyed.
Student Name Student ID

Unit Code BSBMKG621

Unit Title Develop organisational marketing strategy

Assessment □ First Submission

Type of
Submission □ First Re-submission
submission
Date □ Second Re-submission
Assessment Task Results (Please tick)

Assessment 1 □ C (Competent) □ NYC (Not Yet Competent) □NA (Not Assessed)

Assessment 2 □ C (Competent) □ NYC (Not Yet Competent) □NA (Not Assessed)
Final Assessment Result for this unit ☐ Competent ☐ Not Yet Competent

In completing this assessment, I confirm that the participant has demonstrated all unit
Assessor outcomes through consistent and repeated application of skills with competent performance
Declaration in multiple instances over a period of time.
Evidence collected has been confirmed as:

Assessor
Assessor Name
Signature

Feedback

Data Entry

Date Entered
Admin Officer
In RTO ☐ YES ☐ No
Initials
Manager
 Student Declaration and Agreement

Section One: Declaration

 I declare that this assessment is my own work, except where acknowledged, and has not
been submitted for academic credit elsewhere, and acknowledge that the assessor of this item may,
for the purpose of assessing this item:

 reproduce this assessment item and provide a copy to another member of the Institute; and/or,
 communicate a copy of this assessment item to a plagiarism checking service (which may then
retain a copy of the assessment item on its database for the purpose of future plagiarism
checking).

 I understand it is my responsibility as a student to keep a copy of the assessment prior

to submission, Albright Institute takes no responsibility for lost in transit. If required I may be asked to
reproduce another copy of the assessment/s.

 I understand that it is my responsibility to read all the policies relevant to my course and
college and if I am found to be in breach of policy, disciplinary action may be taken against
me.

Section Two: Agreement

Read through the assessments in this booklet before you fill out and sign the agreement
below. Make sure you sign this before you start any of your assessments.

 Have you read and understood what is required of you in terms of  Yes  No
assessment?

 Do you understand the requirements of this assessment?  Yes  No

 Do you agree to the way in which you are being assessed?  Yes  No
 Do you have any special needs or considerations to be made for this
assessment? If yes, what are they?  Yes  No

 Yes  No
 Do you understand your rights to appeal the decisions made in an
assessment?

Student Student Date

Name Signature
 Assessment Overview
This Student Assessment Booklet includes all your tasks for assessment of BSBMKG621 Develop
organisational marketing strategy

About your assessments

This unit requires that you to complete two (2) assessments. You must complete all assessments
with a competent result to achieve competency for this unit. Please read the information
below about each task included in this assessment.

Task Description
Short Answer Questions
In this assessment, you will demonstrate a sound knowledge of the unit
requirements through completing and submitting written questions.
Assessment 1
You must correctly answer all questions to show that you understand
the knowledge required of this unit.

This assessment is divided into seven tasks:

 Task 1: Establish Strategic Direction and Marketing Performance

Assessment 2 (Workplace
 Task 2: Evaluate Marketing Opportunities
Project)
 Task 3: Develop Draft Marketing Strategy

 Task 4: Finalise Marketing Strategy

 Student Information
What is competency?
To complete assessment tasks satisfactorily you will need to demonstrate competence – but
what does this mean?
In the Australian vocational education and training system, the concept of competence, is
defined as: “The ability to perform tasks and duties to the standard expected in the workplace”.
Competence involves the application of specific skills, knowledge and attitudes to the work
performance in an industry, an industry sector or an enterprise. Competence is rarely achieved
in a one-off demonstration. It needs to be developed holistically – that is, bringing a range of
skills and knowledge together – and over time in a real or simulated workplace. To achieve
competence, you need to demonstrate that you can perform a given task to the standard
defined in an endorsed unit of competency.

How to submit your assessments?

When you have completed each assessment you will need to submit it to your assessor.
Instructions about submission can be found at the beginning of each assessment task. Make
sure you photocopy your written activities before you submit them – your assessor will put the
documents you submit into your student file. These will not be returned to you.

Assessment Task Cover Sheet

At the beginning of each task in this booklet, you will find an Assessment Task Cover Sheet.
Please fill it in for each task, making sure you sign the student declaration.
Your assessor will give you feedback about how well you went in each task, and will write this on
the back of the Task Cover Sheet.

Assessment outcomes
Once the assessment has been completed the student will be given the result within 14
days. Once the student has satisfactorily completed the required assessments for a unit of
competency he/she will receive an outcome of C (Competent) or otherwise NYC (Not Yet
Competent) in which case the student is entitled to apply for a resubmission of the assessment.

Reasonable adjustments
Wherever possible, trainers/assessors will make reasonable adjustments to training and assessment
processes to ensure all people are treated equally in the training and assessment process.
Students who have special needs may be allowed reasonable adjustment at the time of
assessment in line with the Albright Institute’s Policy and Procedures.
To meet the needs of all learners’ adjustments can be made to the way assessments are
conducted but not to the requirements of the assessment. The purpose of these adjustments is
to enhance fairness and flexibility so that the specific needs of students can be met.
Examples of reasonable adjustments
 providing additional time for student to practice the assessment tasks
 presenting questions orally for students with literacy issues
 asking questions in a relevant practical context
  adapting machinery and equipment to make it more easily used
 presenting work instructions in diagrammatic or pictorial form instead of words and
sentences
 simplifying the design of tasks
It is the responsibility of each assessor to assess students’ needs and make whatever reasonable
adjustments are practicable to maximise a students’ opportunity to demonstrate their
competence.

Assessment re-submission
If a student is deemed NYC (not yet competent) the Trainer/Assessor (TRN) will explain why and
inform the student of what needs to be completed in order to demonstrate competence.

Re-assessment for assessments only occurs if the student has previously submitted the assessment
or has missed the relevant session(s) and has been afforded special consideration which is
approved by the Administration department.

If the result for the first submission of an assessment is NYC, students will be given two re-submission
opportunities to achieve a competent result (this re-assessment is conducted free of charge). A
suitable time will be arranged for the reassessment to occur within 14 days of the completion of
the unit in question. Should a student either not make an attempt within this time frame (in spite
of all efforts by Albright Institute, its Trainer/Assessor and administration staff to have the
student attend a reassessment session) or the student does not achieve a satisfactory result
after two re- assessments they may be charged for another attempt.

Should the student still not achieve competence after these assessment attempts, it will be
necessary for them to re-enrol in (repeat) the unit of competence at a cost.

Assessment appeals
You can make an appeal about an assessment decision by filling an appeal form. Ask for an
appeal for from a student support officer. Refer to Albright Institute’s Assessment Policy for more
information about our appeals process.

Plagiarism Policy
All student work must be written in their own words, except where acknowledged through
quotations and referencing. Plagiarism is a serious offence; Albright Institute may impose severe
penalties on students who plagiarise.
For more information on Plagiarism and Cheating refer to Albright Institute’s policies.
 Assessment 1 – Coversheet
Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy
of your work.

Student and Submission Details

Student
Student ID
Name

Unit Code BSBMKG621– Develop organisational Date of

and Name marketing strategy submission
STUDENT DECLARATION
I declare that
 this assessment is my own work.
 None of this work has been completed by any other person.
 I have not cheated or plagiarised the work or colluded with any other student/s.
 I have correctly referenced all resources and reference texts throughout these
assessment tasks.
 I understand that if I am found to be in breach of policy, disciplinary action may be
taken against me.

Student
Signature

Assessor To Complete

Assessment 1 Assessment Result Date Type Of Submission

□ C (Competent) ☐ First submission

□ NYC (Not Yet ☐ First re-submission
Short Answer Questions
Competent) ☐ Second re-
□NA (Not Assessed) submission

Assessor feedback

Assessor Name

Assessor Signature
 Performance Criteria

Unsatisfactory
Satisfactory

Not Present
The task meets the following requirements:

KE1.0 Cost-benefit analysis techniques

KE2.0 Key provisions of relevant legislation, codes of practice

and national standards affecting marketing operations

KE3.0 Organisational structure, policies, procedures, products

or services and overall strategic plans of organisation

KE4.0 Principles and concepts of marketing and evaluation

methodologies

KE5.0 Situational analysis

KE6.0 Strengths, weaknesses, opportunities and threats

(SWOT) analysis

KE7.0 Risk management strategies

KE8.0 Strategic, operational and tactical analysis techniques

 Assessment 1 – Short Answer Questions
 Assessment summary

☐ You are required to answer all the written questions in this assessment.

 Resources and equipment required to complete this assessment

o Access to textbooks and other learning materials.

o Access to a computer, printer, Internet and email software (if required).
☐
 When and where should the assessment be completed?

o This assessment may be done in your own time as homework or you may
be given time to dothis task in class (where applicable).
o Your assessor will provide you with the due date for this assessment.
☐
 What needs to be submitted?

o Your answers to each question in this assessment along with references.

☐

 Instructions

o This is an open book test – you can use your learning materials as reference.
o You must answer all questions in this assessment correctly.
o You must answer the questions by typing your answers in Microsoft Word
and converting it into a pdf.
o Please include the following details in the header section of
each page of your assessment document:
☐
 Student Name and ID
 Course Code and title
 Unit Code and title
 Trainer and assessor name
 Page numbers
☐
o You are required to submit your assessment on the LMS
(Moodle). No submissions will be accepted via emails.
 Short Answer Questions
Preliminary Task

Question 2 of this Short Answer Questions requires you to refer to state/territory-

specific legislation affecting marketing operations, of your state/territory.
For your assessor’s reference, indicate below which state/territory you are currently
based or located in by ticking the box that corresponds to your answer.
When answering Questions 2 you must refer to applicable legislation of the
state/territory you ticked below.

The state/territory where your workplace/organisation is based or located in.

☐ Australian Capital Territory ☐ South Australia
☐ New South Wales ☐ Tasmania
☐ Northern Territory ☐ Victoria
☐ Queensland ☐ Western Australia

Preliminary Task

Question 2 of this Short Answer Questions require you to refer to industry codes
of practice relevant to marketing.
For your assessor’s reference, identify the information required in the spaces below.
When answering Question 2, you must refer to the information you provided below.

Workplace/organisation Bounce Fitness

name:
Industry: Fitness training
Question 1

Complete the table below about cost-benefit analysis techniques.

a. Identify at least four cost-benefit analysis techniques.
b. In 50 words or more, explain how each identified cost-benefit analysis
technique can be applied in the assessment of marketing opportunities.

Cost-benefit Analysis Application in the Assessment of Marketing

Techniques Opportunities
is used in a cost-benefit analysis to recap the overall
i. Ratio analysis
relationship between the relative costs and benefits of a project.
Can be expressed in monetary or qualitative terms. If a project
has a BCR greater than 1.0, the project is expected to deliver a
positive net present value to a firm and its investors.
The CTR is a key indicator of Digital Marketing, in practice,
ii. Click-through rate
this metric indicates how effective a campaign is: the
percentage of users who click on your link. Thanks to this, it
reveals the relationship between the number of visits and the
number of clicks on an ad.
This method of valuing inventory involves proportional
iii. Weighted averages
treatment of both the cost of goods sold (COGS) and the
inventory item in stock at the time of valuation.
Enables management to analyze operating results. Simple to
apply when receipts for materials are not numerous
The break-even point is considered a measure of the margin of
iv. Break-even analysis
safety.

That tells you how many units of a product must be sold to

cover the fixed and variable costs of production.

Also, is used broadly, from stock and options trading to

corporate budgeting for various projects.
Question 2

Complete the tables below about legislation, codes of practice and national
standards relevant to marketing operations. Additional instructions are provided
below.

A. Legislation
a. Identify at least two federal or state/territory legislation relating to
marketing operations.
b. For each legislation, discuss at least one provision that can affect
marketing operations of your organization/workplace.

Provision Relevant to Marketing

Legislation
Operations
Covers most areas of the market: the relationships
i. The Competition and
between suppliers, wholesalers, retailers, and
Consumer Act 2010 consumers. Its purpose is to enhance the welfare of
Australians by promoting fair trading and
competition, and through the provision of
consumer protections.
The AANA Code of Ethics is the cornerstone of
ii. AANA Code of Ethics
the advertising self-regulatory system, and is
supported by advertisers, media agencies, creative
agencies and media owners across Australia. It
applies to any medium as per its definition. The
Code is supplemented by a number of product-
specific codes, and is underpinned by an
independent complaint handling system
administered by Ad Standards.
 B. Codes of practice
a. Identify at least two industry codes of practice relevant to marketing.
b. For each code of practice, discuss at least one requirement that can
affect marketing operations of your organisation/workplace.
Requirement Relevant to Marketing
Code of Practice
Operations
The claims development process is composed of
i. Marketing claims
fours steps:

Identifying key insights

ii. fair conduct which pertains to
telemarketing
Determining differentiators
Crafting possible claim language
Testing claims with consumers
Marketing codes of practice are guidelines put in
place to ensure businesses and consumers have
access to adequate product and service
information, to allow them to make informed
choices.

C. National Standards
a. Identify at least two national standards relevant to marketing operations.
b. For each national standard, discuss at least one provision that can affect
marketing operations of your organisation/workplace.
Provision Relevant to Marketing
National Standard
Operations
The ACL prohibits specific false or misleading
i. ACL
representations, including representations
concerning:
the standard, quality, value, grade, composition,
style, model, history or previous use of goods
the existence, exclusion or effect of any condition,
warranty, guarantee, right or remedy (including
about a requirement to pay for a contractual right
that a person has at law);
place of origin of goods; and
sponsorship, approval, affiliation, performance
characteristics, accessories, uses or benefits of
goods or services.
prohibits specific requirements, under statutes and
iii. AANA
self-regulatory industry codes, for the
advertisement of particular products and services
including:
tobacco;
gambling;
therapeutic goods;
telecommunications services;
financial products and services;
consumer credit;
alcohol;
food and beverages;
motor vehicles;
marketing to children;
environmental claims; and
weight management.
Question 3

Assume you are the new General Manager, Marketing of Bounce Fitness. You
are required to check the marketing responsibilities of different work roles in
Bounce Fitness. Access its organisation structure and job descriptions for work
roles available at:
https://bouncefitness.precisiongroup.com.au/people/
Outline the key marketing responsibilities for each position listed below.

Position in the Organization

Key Marketing Responsibilities
Structure
Oversee all marketing campaigns for their company or
i. General Manager,
department
Marketing Implement strategy
Promote a business, product, or service
Ensure the company is communicating the right messaging to
attract prospective customers and retain existing ones
Represent the marketing team to cross-functional groups
including product management, sales, or customer support
Updating senior leadership on the progress of marketing
activities and reporting on the results of campaigns
Work with the creative team, develop creative briefs and guide
ii. Centre Manager
creative direction to meet objectives for all advertising and
public-facing communications, including print, digital, and
video assets
Conceptualize and execute on multichannel campaigns across
the prospect and customer lifecycle, ensuring the alignment of
communications and messaging across all channels
Manage content and updates for customer and internal touch
points, establish budget guidelines, participate in events,
document business processes, and provide sales support
Gather customer and market insights to inform outreach
strategies, increase customer conversions, and generate more
qualified leads
Identify effectiveness and impact of current marketing
initiatives with tracking and analysis, and optimize accordingly
Present ideas and final deliverables to internal and external
teams, and communicate with senior leaders about marketing
programs, strategies, and budgets
Question 4

Access the marketing policies and procedures of Bounce Fitness available at:
https://bouncefitness.precisiongroup.com.au/policies-and-procedures/marketing-
policy-procedures/
In 50 words or more, explain how each marketing policy and set of procedures
listed
below can impact the marketing direction of Bounce Fitness.

Marketing Policy/Procedures Impact on Marketing Direction

The impact it generates is to generate trust both in the
i. Marketing Accuracy
client and in the commercials or personal salesperson.
Policy Achieving a better interaction between buyers and sellers
because this policy seeks to provide precision both in the
offer and in the guarantees, accompanying the consumer
until the end

This procedure makes the policy not only a goal but also
ii. Marketing Accuracy
makes it a reality, showing the buyer that not only does he
Procedures want to accompany him, but that he has designed a step by
step that allows the company to really accompany him
from the moment he knows the product until you feel
completely satisfied with your decision

With this ethics policy, the company continues in its

iii. Ethical Marketing Policy
search for transparency and truth, managing to create a
link with the buyer that allows him to make his purchase
and, in addition, give voice to voice to those who know
about the way in which the company presented with total
honesty the characteristics of its products

For the interested parties, it is as important to know that

iv. Ethical Marketing
there is an ethics policy in the company as it is to know
Procedures that the latest ethics policy has a procedure that brings it
closer to reality and allows the company to make it
effective, increasing the level of trust in the interested
parties. and increasing the possibility of spreading the
word
Question 5

Access the business strategy and Bounce business plan documents available at:
https://bouncefitness.precisiongroup.com.au/category-infrastructure/business-
strategy-and-planning-documents/
In 50 words or more, explain how the business strategy and Bounce business plan
can impact the marketing direction of Bounce Fitness.

Overall Strategic Plan Impact on Marketing Direction

Document
i. Business strategy
By opening a new Fitness center, the company's activities will
be impacted because the work will increase. In addition, the
total staff should not be new since it can lead to a lot of
confusion, ideally it should be mixed with experienced staff so
that they can guide and ensure that the opening of the new
center manages to increase your voice and allow the activities
of marketing that are developed are consistent with the reality
of the consumer
According to the plan that establishes most of the operation of
ii. Bounce Business Plan
the company resulting from the database of interested parties or
buyers. However, there is no system that allows monitoring
this database, it is established that it will be reviewed every 6
months, but when the cash flow and the possibility of
operations depend solely on this tool, the review of this
information must be done in less time
Question 6

Complete the tables below about principles and concepts of marketing.

Additional
instructions are provided below.

A. Principles of Marketing
a. List the four principles or 4Ps of marketing.
b. In 50 words or more, explain how each principle is relevant while
developing a marketing strategy.
Principle of Marketing Relevance for Marketing Strategy
price is the number one influence on their
i. Price
purchase decision, and is a key driver that would
convince them to switch brands. Almost two
thirds said they are willing to try new brands and
products if they are on sale or discounted. On
average, across different product categories, one
third of consumers said they would switch brands
if the price of a product they regularly buy
increases.
Product is the second biggest influence on
iv. Product
purchase decisions and a major driver for
consumers going in-store to buy, because they can
see and feel the product before they purchase and
discern the quality of the product.
This is where we look at how you’re going to
v. Promotion
reach your target audience. How do you spread the
word and encourage them to buy your new
product? The list of possibilities is almost endless,
including: Social media, Radio, Television, Email
marketing, Pay-per-click advertising online,
Special deals, Influencer promotion

There’s no right or wrong way to promote a

product, but you need to formulate a strategy that
delivers value. You might use a combination of the
above or even all of them. The key is that the
promotion needs to reach your target audience at
the right time.
consumers reporting that free shipping is
vi. PLace
important, with 46% of consumers shopping
online because they can get the product delivered
direct to their home or work
This also affects the price aspect of your product,
because there may be costs associated with
reaching the right distribution channels. For many
products, if you don’t have a brick-and-mortar
store, it can be useful to sell wholesale to
established retailers, but this decreases the price
you sell it for.
 B. Concepts of Marketing
a. List at least four concepts of marketing.
b. In 50 words or more, explain how each concept is relevant while
developing a marketing strategy.
Concept of Marketing Relevance for Marketing Strategy
This philosophy can be useful when a company
i. The Production Concept
markets in an industry experiencing tremendous
growth, but it also carries a risk. Businesses that
are overly focused on cheap production can easily
lose touch with the needs of the customer and
ultimately lose business despite its cheap and
accessible goods.
The product concept is the opposite of the
ii. The Product Concept
production concept in that it assumes that
availability and price don’t have a role in customer
buying habits and that people generally prefer
quality, innovation, and performance over low
cost. Thus, this marketing strategy focuses on
continuous product improvement and innovation
Marketing on the selling concept entails a focus on
iii. The Selling Concept
getting the consumer to the actual transaction
without regard for the customer’s needs or the
product quality — a costly tactic. This concept
frequently excludes customer satisfaction efforts
and doesn’t usually lead to repeat purchases.

The selling concept is centered on the belief that

you must convince a customer to buy a product
through aggressive marketing of the benefits of the
product or service because it isn’t a necessity.
One method you can use to guide your marketing
iv. Design a marketing strategy
strategy is a sales funnel. Sales funnels outline
three stages buyers experience when purchasing a
product or service, which include:
Awareness
Consideration
Decision
Question 7

Complete the table below about evaluation methodologies.

a. Identify at least two evaluation methodologies.
b. In 50 words or more, explain how each evaluation methodology can be used
for assessment of marketing opportunities.

Application for Assessment of Marketing

Evaluation Methodologies
Opportunities
One of the most important techniques you will use to measure
i. Sales
the effectiveness of your marketing plans is to measure how a
marketing program affects sales, you should know what your
sales cycle is, so be sure to take that into account when
evaluating the effect of your marketing on sales. A significant
increase in sales after the release of a marketing plan indicates
that the plan is effective, and you will want to use portions of
that plan in future marketing endeavors.

Asking your target audience about the effectiveness of your

ii. Market Research
marketing plan is a technique that can help you to create better
marketing programs in the future, conduct market surveys by
phone, email, standard mail and in person to determine what
your target audience thought was effective about your
marketing, and what aspects of your plan did not work. This
information is valuable in refining your advertising to better
reach your target group.
Question 8

Complete the table below about situational analysis.

a. Outline the five steps for conducting situational analysis to identify
factors impacting marketing direction and marketing performance of an
organisation.
b. Briefly explain how each step must be executed.

Steps for Conducting

Explanation
Situational Analysis
Viewing your products and services separately helps determine
i. Product situation
how each relates to your core clients' needs.

Analyze your main competitors and determine how they

ii. Competitive situation
compare to your business such as competitive advantages.

Review your distribution situation in terms of how you get your

iii. Distribution situation
products to market, such as through distributors or other
intermediaries.

Determine the external and internal environmental factors,

iv. Environmental factors.
which can include economic or sociological factors that impact
your business's performance.

Conduct a SWOT analysis to determine any strengths,

v. Opportunity and issue
weaknesses, opportunities, and threats that may affect your
analysis. business and its performance.
 Question 9

In 50 words or more, describe each component of the strengths, weaknesses,

opportunities and threats (SWOT) analysis framework in the context of developing
an organisational marketing strategy.

a. Strengths
Strengths describe what an organization excels at and what separates it from the competition: a strong
brand, loyal customer base, a strong balance sheet, unique technology, and so on. It must then decide
how to use those results to attract new investors.
For example, developer a proprietary trading strategy that returns market-beating results.

b. Weaknesses
Weaknesses stop an organization from performing at its optimum level. They are areas where the
business needs to improve to remain competitive: a weak brand, higher-than-average turnover, high
levels of debt, an inadequate supply chain, or lack of capital.
They should ask questions like
1. Where can we improve?
2. What products are underperforming?
3. Where are we lacking resources?

c. Opportunities
Opportunities refer to favorable external factors that could give an organization a competitive
advantage. For example, if a country cuts tariffs, a car manufacturer can export its cars into a new
market, increasing sales and market share.

They should ask questions like

1. What technology can we use to improve operations?
2. Can we expand our core operations?
3. What new market segments can we explore?

d. Threats
Threats refer to factors that have the potential to harm an organization. For example, a drought is a
threat to a wheat-producing company, as it may destroy or reduce the crop yield. Other common
threats include things like rising costs for materials, increasing competition, tight labor supply. and so
on.
Question 10

Complete the table below about risk management strategies.

a. Identify at least four common types of risk management strategies.
b. In 50 words or more, explain how each identified risk management strategy
can be applied to mitigate risks arising from marketing for the
organisation/workplace.

Risk Management Strategy Application of Risk Management

Strategy
A risk is accepted with no action taken to mitigate
i. Risk acceptance
it.

This approach will not reduce the impact of a risk

or even prevent it from happening, but that’s not
necessarily a bad thing. Sometimes the cost of
mitigating risks can exceed the cost of the risk
itself, in which case it makes more sense to simply
accept the risk.

However, this approach does come with a gamble.

You will need to be sure that, if the risk does occur
in the future, then you will be able to deal with it
when the time comes. Because of this, it is best to
accept risks only when the risk has a low chance
of occurring or will have minimal impact if it does
occur.
A risk is eliminated by not taking any action that
ii. Risk avoidance
would mean the risk could occur.

If you choose this approach, you are aiming to

completely eliminate the possibility of the risk
occurring.

Treating risks by avoiding them should be

reserved for risks that would have a major impact
on your organization. If you avoid every risk you
come up against, then you may miss out on
positive opportunities. You never know, that
investment you decided not to make could have
paid off. That is why it’s important to thoroughly
analyses risks and make the most informed
judgement you can.
A risk becomes less severe through actions taken
iii. Risk reduction
to prevent or minimize its impact.

Risk reduction is a common strategy when it

comes to risk treatment and is sometimes known
as lowering risk. By choosing this approach, you
will need to work out the measures or actions you
 can take that will make risks more manageable.

In the finance industry, you may face risks

associated with new regulations. Implementing a
digital solution to help you manage regulatory
requirements can mitigate the risks of non-
compliance and would therefore also be an
example of risk reduction.
A risk is transferred via a contract to an external
iv. Risk transference
party who will assume the risk on an
organization’s behalf.

Choosing to transfer a risk does not entirely

eradicate it. The risk still exists, only the
responsibility for it shifts from your organization
to another.

The same goes for the workplace. You may

outsource work – and the risks that come with it -
to a contractor. In finance, you may adopt a
hedging strategy to protect your assets or
investments.
 Question 11

Complete the table below about strategic, operational and tactical analysis.
a. Identify at least two techniques for each type of analysis.
b. In 50 words or more, explain, how each identified technique can be applied
to analyse marketing opportunities for an organisation.

A. Strategic Analysis
Application in Analysis of Marketing
Techniques
Opportunities
Personal interviews are another common method
i. Personal interviews
of market analysis that allow companies to gather
information directly from consumers. A personal
interview typically lasts for around one hour and is
recorded for future reference. Personal interviews
can take place in person, over the phone or
through telecommunication online. Most personal
interviews involve asking a list of prepared
questions as well as unstructured questions that
allow for open-ended answers.
A focus group is a great way to collect information
ii. Focus groups
for a market analysis from several consumers at
one time. Focus groups involve gathering a group
of consumers at a neutral location and leading a
discussion about a specific product or service. This
can allow for customers to openly share their
opinions and viewpoints and speak with other
customers who might have similar experiences.
B. Operational Analysis
Application in Analysis of Marketing
Techniques
Opportunities
Defining and aligning the extended team on your
i. Driven Planning Approach
goals is the first step in the planning process, and
achieving operational marketing excellence. There
are some instances where there are prerequisites to
this step.

Steps

Define core goals, metrics, targets, and milestones

Get aligned with your strategy
Define the constraints of your plan
Build thematic campaigns aligned with metrics in
the goals
ii. Getting aligned with your strategy
The term “strategy” is one of the most overused
and misunderstood terms in business. In its
simplest form, a strategy is an approach that you
choose to attempt to achieve your operational
marketing objectives.

Choosing your strategy and aligning your team on

it is incredibly important for achieving operational
marketing excellence.
 C. Tactical Analysis
Application in Analysis of Marketing
Techniques
Opportunities
Before you brainstorm particular tactics, consider
i. Perform a business analysis
conducting a thorough analysis of your business to
locate the best opportunities for growth. It's
important for a company to identify its:
Business goals
Audience
Weaknesses or threats
Market position
Past and current marketing efforts
Opportunities
Using the information from your analysis, try to
ii. Define marketing objectives
cater your goals to your company's strengths and
opportunities. From this point, your company can
try to establish marketing objectives that can help
you accomplish your goals. For example, your
business goal might be to increase your revenue.
The consequent marketing aim might be to gain
five new clients. If your business goal is to expand
your market, your aim might be to conduct a
campaign that increases awareness of your product
or service.

What to submit:

 Answers to all questions

 References
 Assessment 2 – Coversheet
Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy
of your work.

Student and Submission Details

Student
Student ID
Name

Unit Code BSBMKG621– Develop organisational Date of

and Name marketing strategy submission
STUDENT DECLARATION
I declare that
 This assessment is my own work.
 None of this work has been completed by any other person.
 I have not cheated or plagiarised the work or colluded with any other student/s.
 I have correctly referenced all resources and reference texts throughout these
assessment tasks.
 I understand that if I am found to be in breach of policy, disciplinary action may be
taken against me.

Student
Signature

Assessor to complete

Assessment 2 Assessment Result Date Type Of Submission

□ C (Competent) ☐ First submission

Assessment 2 □ NYC (Not Yet ☐ First re-submission
(Workplace Project) Competent) ☐ Second re-
□NA (Not Assessed) submission

Assessor feedback

Assessor Name

Assessor Signature
 Assessment 2 – Workplace Project

1. Establish strategic direction and

1.1 Confirm organisation’s
marketing performance
mission, vision, purpose,
objectives and values
1.2 Complete a situational
analysis and identify factors
impacting marketing direction
and performance of the
organisation
1.3 Identify and analyse current
key products and services, and
major markets for strengths,
weaknesses, opportunities and
threats
1.4 Assess marketing
performance against identified
objectives for critical success
factors, and areas for
improvement
2.1 Identify and analyse
2. Evaluate marketing opportunities
marketing opportunities for
viability and contribution to the
business
2.2 Assess each marketing
opportunity, considering external
factors such as costs, benefits,
risks and opportunities
2.3Analyse opportunities for likely
fit with organisational goals and
capabilities
2.4 Evaluate each opportunity
and determine impact on
current business and customer
base
3.1Develop marketing strategy in
3. Formulate marketing strategy
consultation with key internal
stakeholders according to
prepared research
3.2 Formulate related key
performance indicators for
marketing strategy
3.3 Develop risk management
strategy, and identify risks and
manage contingencies
3.4 Document marketing
strategy according to
organisational policies and
procedures
 Assessment Overview

This workplace assessment requires you to develop at least one organisational marketing
strategy.
This assessment is divided into four tasks:
Task 1: Establish Strategic Direction and Marketing Performance
Task 2: Evaluate Marketing Opportunities
Task 3: Develop Draft Marketing Strategy
Task 4: Finalise Marketing Strategy

Each task comes with a set of instructions. You are to follow these instructions to complete the
assessment. Each task will require you to either:
Submit completed workplace templates and/or any required documentation; or
Demonstrate task requirements while being observed by the assessor.

Some tasks may include both requirements. These will serve as evidence of your task
completion. Before starting this assessment, your assessor will discuss with you these
instructions, resources, and guidance for satisfactorily completing the tasks.

You are required to:

Complete the tasks within the time allowed, as scheduled in-class roll.
Establish strategic direction and marketing performance of the organisation.
Identify and evaluate marketing opportunities on various aspects relevant to the
organisation.
Consult with key internal stakeholders to develop draft marketing strategy.
Complete the marketing strategy, formulate risk management strategies and
contingency plan.

Resources Required for Assessment:

Discuss each requirement with your assessor before commencing with each task. They
will organise the resources required for this assessment.

Forms and Templates

Generic forms and templates to be used for the assessments are specified for each task,
unless otherwise stated. These can be accessed from the following link:
BSBMKG621 Forms and Templates
 Task 1: Establish Strategic Direction and Marketing
Performance

ASSESSMENT INSTRUCTIONS

This task will require you to establish strategic direction and marketing performance of
your organisation by completing a situational analysis report.
Use your workplace/organisation’s template to complete this task, or use the
Situational Analysis template provided at the Bounce Fitness website.
To complete this task, you must:
 Access and review the following:
o Organisational documents/resources and policies and procedures,
including:
 Documents with information about the following:
- Organisational mission, vision, purpose, goals, objectives
and values.
- Legal and ethical rights and responsibilities of the
organisation.
- Regulatory requirements to be met by the organisation.
 Documents relating to marketing direction and performance.
 At least one latest available marketing strategy.
 At least one latest available marketing analysis.
 At least one latest available marketing plan.
 Sales/trend data.
o Performance data on relevant metrics/key performance indicators to
track progress on organisational and marketing objectives.
o Printed and/or online sources of information related to:
 Factors impacting marketing direction and performance.
 Strengths, weaknesses, opportunities and threats for current key
products, services and major markets.
 Identify the following information for your organisation from the
documents accessed:
o Vision
o Mission
o Purpose
o Values
o At least two marketing objectives
 Outline the following compliance requirements applicable to the organisation:
o At least one legal right.
o At least one legal responsibility.
o At least one ethical right.
o At least one ethical responsibility.
o At least two regulatory requirements.
 Conduct situational analysis to identify factors impacting each of the following,
by gathering relevant information from research:
o Marketing direction of the organisation.
o Marketing performance of the organisation.
Factors can be internal and/or external influences on the organisation.
 Conduct SWOT analysis for at least two of each of the following, by gathering
relevant information from research:
o Current key products.
o Current key services.
o Major markets.
 Assess the current marketing performance of the organisation against
identified objectives. You must identify at least two of each the following:
o Critical success factors for marketing performance.
o Areas for improvement of marketing performance.
 Complete the situational analysis incorporating the information identified
above.
Submit the situational analysis to your assessor. Include any supplementary documents/
Organisational documents/resources and policies and procedures accessed.
Printed and/or online sources of secondary research undertaken to identify factors impacting
Performance data on relevant metrics/key performance indicators to assess marketing perform
 Task 2: Evaluate Marketing Opportunities

ASSESSMENT INSTRUCTIONS

This task will require you to identify and evaluate marketing opportunities on various
aspects relevant to the organisation.
Use the Marketing Opportunity Evaluation template provided at the Bounce Fitness
site.
To complete this task, you must:
 Access and review the following:
o Situational analysis completed in Workplace Assessment Task 1.
o Organisational documents with information about the following:
 Organisational goals.
Organisational goals refer to the overall financial and marketing
targets set by the organisation.
 Current organisational capabilities.
Organisational capabilities refer to distinctive skills and
resources of the organisation which cannot be readily
acquired by its competitors, including budget and human
capital.
o Sales/trend data.
 Identify at least two marketing opportunities for the organisation based on the
critical success factors and areas of improvement identified in the
situational analysis report from Workplace Assessment Task 1.
 Identify the following from relevant organisational documents:
o At least two organisational goals.
o At least two current organisational capabilities.
 Complete the marketing opportunity evaluation template for each
identified opportunity. This includes evaluating each identified marketing
opportunity on the following aspects:
o Viability
o Contribution to the business
o External factors, including:
 Costs
 Benefits
Risks
Business opportunities
Business opportunities refer to opportunities for the organisation as a whole that would arise
Compatibility with each organisational goal.
Compatibility with each organisational capability.
Impact on business performance.
Impact on customer base.
Submit at least two completed marketing opportunity evaluation documents to your assesso
Organisational documents used to identify organisational goals and current capabilities.
Past sales/trend data used to analyse contribution to the business.
 Task 3: Develop Draft Marketing Strategy

ASSESSMENT INSTRUCTIONS

Your assessor will observe you as you consult with key internal stakeholders to
develop marketing strategy according to prepared research and evaluation of
marketing opportunities in Workplace Assessment Task 2.
Part A: Formulate Marketing Strategy and Related Key Performance Indicators
Use the Marketing Strategy template provided at the Bounce Fitness site.
To complete this task, you must:
 Access and review the marketing opportunity evaluation documents
created in Workplace Assessment Task 2.
 Develop at least one marketing strategy for your organisation based on at
least one of the marketing opportunities evaluated in Workplace Assessment
Task 2.
Marketing strategy is the route map to be followed to achieve marketing
objectives of the organisation.
 Formulate at least two objectives for the marketing strategy.
Objectives must be SMART and include quantifiable key performance
indicators (KPIs) to track progress and measure success of the marketing
strategy.
 Complete the marketing strategy document with principles and concepts
of marketing.
 Use appropriate formats and grammatical structures to present the
components of the marketing strategy logically for different stakeholders.
Part B: Consult with Stakeholders
You will be assessed on your practical skills to:
 Present the marketing strategy to at least three key internal stakeholders in
your organisation, using appropriate language and non-verbal features to
explain and present information.
Relevant key internal stakeholders are personnel within the organisation who
can impact or get impacted by the marketing strategy, such as marketing
managers, brand and product managers, and supervisors.
 Seek feedback from the stakeholders on the marketing strategy during the
presentation, using active listening and questioning to elicit feedback and
clarify or confirm understanding.
 Discuss at least two potential risks on implementation of the marketing
Submit the draft marketing strategy to your assessor.
You must also submit visual aids as evidence of consultation with at least three relevant sta
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the consultation conducted with the stakeholders
When using this as evidence, ensure to inform the stakeholder of the purpose of the recordin
 Task 4: Finalise Marketing Strategy

ASSESSMENT INSTRUCTIONS

This task will require you to complete the marketing strategy developed in Workplace
Assessment Task 3, formulate risk management strategies and contingency plan.
Part A: Complete Marketing Strategy
To complete this task, you must:
 Access and review the following:
o Draft marketing strategy developed in Workplace Assessment Task 3.
o Organisational policies and procedures relevant to documenting the
marketing strategy.
 Revise and edit the marketing strategy document by incorporating the
feedback received from stakeholders in Workplace Assessment Task 3
according to organisational policies and procedures.
Part B: Risk Management and Contingency Plan
Use the following templates and document provided at the Bounce Fitness site:
 Risk Register
 Risk Rating Matrix
 Contingency Plan
To complete this task, you must:
 Enter at least two potential risks identified in Workplace Assessment Task 3 in the
risk register.
 Develop at least one risk management strategy for each potential risk
identified in the risk register.
 Develop at least one contingency plan.
This must include plans to manage at least two contingencies or situations
which can materialise if the marketing strategy does not achieve desired
results.
 Append your risk register and contingency plan to the marketing strategy.
Use the following templates and document provided at the Bounce Fitness site.
Risk Register
Risk Rating Matrix
Contingency Plan
Submit the following to your assessor:
Final marketing strategy
Completed risk register
Completed contingency plan
You must also submit the following as supplementary evidence:
Organisational policiesand procedures referenced to document the marketing strategy.
Risk rating matrix used for this task.
Submit this only if you used a risk rating matrix different from what is provided at the Bounc
 Assessor Use Only

Needs
Assessment Activity Satisfactory
more
evidence

Short Answer Questions

Short Answer Question 1 ☐ ☐

Short Answer Question 2 ☐ ☐

Short Answer Question 3 ☐ ☐

Short Answer Question 4 ☐ ☐

Short Answer Question 5 ☐ ☐

Short Answer Question 6 ☐ ☐

Short Answer Question 7 ☐ ☐

Short Answer Question 8 ☐ ☐

Short Answer Question 9 ☐ ☐

Short Answer Question 10 ☐ ☐

Short Answer Question 11 ☐ ☐

Workplace Assessment

Task 1: Establish Strategic Direction and Marketing

☐ ☐
Performance

Task 2: Evaluate Marketing Opportunities ☐ ☐

Task 3: Develop Draft Marketing Strategy ☐ ☐

Task 4: Finalise Marketing Strategy ☐ ☐

 Student Feedback
Please provide any feedback you may have for this unit.

Resources

Trainer and Assessor

Other Feedback

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Student Receipt

Students should retain the section below as their receipt for submitting this
work.
Students are required to keep a copy of all submitted work.
Student’s Name Student’s ID:

Type of submission □ First Submission □ First Re-submission □ Second Re-submission

Date of Submission Unit Code & Name BSBMKG621– Ensure a safe

workplace for a work area

Assessment tasks □ Assessment 1

submitted (Please
tick) □ Assessment 2

Staff Name Staff Signature