BSBMKG431 Lap F V2 - 082021

Learner Assessment Pack
BSBMKG
Assess marketing opportunities
LearnerAssessment Pack
AH&B college
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BSBMKG431 - Assess marketing opportunities (Release 1)
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2 Learner Assessment Pack AH&B college RTO 91006 CRICOS 02606J V2_082021
Version Control & Document History
Date Summary of modifications Version
31 March 2021 Version 1 final produced following assessment validation. 1.0
BSBMKG431 - Assess marketing opportunities (Release 1) 3

Learner Assessment Pack Produced AH&B college RTO 91006 CRICOS 02606J V2_082021
Table of Contents
Assessment Delivery..............................................................................................................................5
Learner Information..............................................................................................................................6
Steps for Learners..................................................................................................................................8
Reasonable Adjustment.........................................................................................................................9
Resources Required for Assessment....................................................................................................10
Accessing Intranet Pages and External Links.......................................................................................12
Assessment Agreement.......................................................................................................................13
Assessment Tasks................................................................................................................................15
Short Answer Questions.............................................................................................................17
Practical Assessment..................................................................................................................29
Workplace Project Assessment....................................................................................................30
Project Overview.....................................................................................................................30
Task 1: Consult Supervisor to Establish Task and Organisational Requirements.....................32
Task 2: Review and Analyse Existing Marketing Clients...........................................................34
Task 3: Perform Market Segmentation and Analysis...............................................................36
Task 4: Evaluate and Select Marketing Opportunities.............................................................38
Task 5: Present Opportunities to Management.......................................................................40
Assessment Workbook Checklist.........................................................................................................42
Assessment Workbook Checklist................................................................................................43
Recording............................................................................................................................................45
Record of Assessment.................................................................................................................46


Assessment Delivery

Learner Information
This Assessor Assessment Pack is designed for you to complete the assessment for BSBMKG431-
Assess marketing opportunities (Release1). It may refer to your own workplace/organisation, or to
anysimulated businessprovided by your assessor.
The assessment tasks include Short Answer Questions where you need to demonstrate your
knowledge and understanding of the unit, and the Practical Assessment, where you need to
demonstrate yourskills required in the unit. It is recommended that you complete the Practical
Assessments in your own workplace/organisation. If you don’t have access to a real workplace, you
can complete the assessment in a simulated environment where resources and conditions similar to
a workplace must be accessed. Ensure to discuss this with your assessor prior to commencing with
the assessment.
Each Learner Assessment Pack is made up of four parts:

Assessment Delivery
Learner Information
Steps for Assessors
Assessment Agreement
Assessment Tasks
Assessment Tasks with Assessor Marking Guide, including:
 Short Answer Questions
 Practical Assessment
Assessment Workbook Checklist
Recording
Record of Assessment

Before you commence your assessment, ensure that you have a good knowledge of the subject,
have thoroughly read your Learner Resource, and clearly understand the assessment requirements
and the expectations of the industry to which the assessment is related.
Assessments are designed to be completed using your industry/organisation, but your Registered
Training Organisation (RTO) may assist you by contextualising the unit to be completed in a
simulated workplace environment.
You will be required to demonstrate knowledge and skills which must be observed directly by your
assessor. Where the observation task may be difficult for the assessor to directly observed, a video
recording of the practical observation task must be submitted as supplementary evidence.
Verification from at least one third-party signatory, and preferably two or more witnesses is required
to confirm your demonstration of these practical knowledge and skills. These witnesses would
usually be your current or recent supervisors, or your assessor.
The practical assessment tasks may be completed using your own workplace, a simulated
environment, or a mix of both, as instructed by your assessor.To contextualise this assessment to
your industry/organisation, you may be asked by your assessor to provide additional information
based on your industry/organisation.
Instructions are given for each task. If you have questions, or unclear how to proceed, consult with
your assessor.
Records of all aspects of the assessmentmust be kept in your Learner Assessment Pack
The record of assessment is a legal document and must be signed, dated, and a copy stored as
required by your Registered Training Organisation (RTO).

Steps for Learners

Your Learner Assessment Pack:
1. Upon receiving your Learner Assessment Pack, discuss with your assessor the expectations
and requirements of this assessment. You may also need to supply contact details of one or
two work referees who can confirm your skills in the industry.
Discuss with your assessor if you intend to undertake the practical assessment tasks based
on your employing organisation, in a simulated business, or in a mix of both.
2. Your Learner Assessment Pack is where you will get the task information. Complete each
task as instructedusing either your own workplace, or using a simulated business, as
discussed with your assessor.
3. After you complete your assessment, gather and submit your evidence documents as
detailed in the task(s) in the timeframe agreed with your assessor.
Your assessor will advise you if there are any further steps for you to take to satisfactorily
complete this assessment.

Reasonable Adjustment
Adapted Reasonable Adjustment in teaching, learning and assessment for learners with a disability -
November 2010 - Prepared by - Queensland VET Development Centre
Reasonable adjustment in VET is the term applied to modifying the learning environment or making
changes to the training delivered to assist a learner with a disability. A reasonable adjustment can be
as simple as changing classrooms to be closer to amenities or installing a particular type of software
on a computer for a person with vision impairment.
Why make a reasonable adjustment?
We make reasonable adjustments in VET to make sure that learners with a disability have:
 The same learning opportunities as learners without a disability, and
 The same opportunity to perform and complete assessments as those without a disability.
Reasonable adjustment applied to participation in teaching, learning and assessment activities can
include:
 Customising resources and assessment activities within the training package or accredited
course
 Modifying the presentation medium
 Learner support
 Use of assistive/adaptive technologies.
 Making information accessible both before enrolment and during the course
 Monitoring the adjustments to ensure learners needs continue to be met.
Assistive/Adaptive Technologies
Assistive/Adaptive technology means ‘software or hardware that has been specifically designed to
assist people with disabilities in carrying out daily activities’ (World Wide Web Consortium - W3C). It
includes screen readers, magnifiers, voice recognition software, alternative keyboards, devices for
grasping, visual alert systems, digital note-takers.
IMPORTANT:
Reasonable adjustment made for collecting learner assessment evidence must not impact on the
standard expected by the workplace, as expressed by the relevant unit(s) of competency. For
example, if the assessment were gathering evidence of the learner’s competency in writing,
allowing the learner to complete the assessment verbally would not be a valid assessment
method. The method of assessment used by any reasonable adjustment must still meet the
competency requirements.

Resources Required for Assessment

To complete the Practical Assessment tasks, you will require access to:
 Computer with internet and email access, and a working web browser
 Installed software: Word, Adobe Acrobat Reader
 A workplace, or a simulated workplace environment that will allow you access to:
o Information relevant to research you will be conducting throughout this assessment.
This can include:

 Existing marketing research reports relevant to the organisation.
 Books or other documents.
 Online articles.
o Existing survey research of the target market identified in Workplace Project Task 1.
This must contain:

 General numerical figure of the target market.
 At least two segmentation categories of the target market.
 At least one segment for each segmentation category identified.
 Numerical figure of each identified segment.
 Percentage of identified segments in relation to the general numerical value
of the target market.
o Workplace documents including:
 Workplace documentation with information on requirements of the

learner’s identified task.
This can include:
- Email containing information on the learner’s task.
- Learner’s job description.

 Organisation requirementsapplicable to the task identified.

This can include:
- Marketing policies and procedures.
- Organisational standards for marketing.
 Organisational structure
 Existing business plan
 Existing marketing plan
o Workplace templates, including or similar to the following:
 Marketing Client Analysis

 Market Segmentation and Analysis
 Marketing Opportunity Analysis
o People, including:
 At least one supervisor.

 At least one manager for Workplace Project Task 5.
Manager can be any of following:
- General Manager.
- Marketing manager.
o Opportunities to:
 Consult with at least one supervisor about establishing task and

organisational requirements.
 Consult with at least one supervisor to evaluate and select marketing
opportunities.
 Present at least two marketing opportunities identified in Workplace Project
Task 4 to at least one manager.

Accessing Intranet Pagesand External Links

Some assessment tasksmay require you to access specific pages from the simulated business,
Bounce Fitness and/or external webpages. Links to these pages are formatted in Blue Text.
To access these, hold the Ctrl key for Windows users while clicking on these links. For Mac users,
directly click the link.
The simulated business, Bounce Fitness, can be accessed by going to
http://bouncefitness.precisiongroup.com.au.
Login to Bounce Fitness using the username and password provided by your Registered Training
Organisation (RTO).

Assessment Agreement
Instructions:
Discuss and accomplish this section with your assessor before commencing then sign the
confirmation at the end of this Agreement.
Please tick at least one of the following for each section: 
Delivery Method
Classroom ☐
Small Group ☐
One-on-One ☐
Online ☐
Other (please describe) ☐
Assessment Pathway (for Practical Assessment)
Learner’s Organisation (Pre-assessment meeting conducted) ☐
Simulated Workplace Environment (Contextualised by RTO) ☐

Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the
conditions are typical of those in a working environment in this industry.This includes access to:
Legislation, regulations, standards, and codes. ☐
Workplace documentation and resources relevant to performance evidence. ☐
Assessors of this unit must satisfy the requirements for assessors in applicable vocational
education and training legislation, frameworks and/or standards.
I confirm that the activities and assessment completed for this unit are my own work and comply
with all relevant copyright and plagiarism rules.
I understand that if there is any doubt in the authenticity of any piece of my assessment
submission, I can be orally examined, and the signatory of evidence records may be contacted.
Learner’s name Muhammad Usman Kaleem
Learner’s signature MUK Date 04/05/2022
Assessor’s name
Assessor’s signature Date
End of Assessment Agreement


Assessment Tasks

Tasks
Complete all tasks in this assessment as instructed. If you have questions, consult with your assessor.
Contextualisation of Assessments by RTOs

Contextualisation is the process of modifying assessment tools to make learning more meaningful
for learners and their employers.
Precision Group (Australia) recommends that your RTO contextualise the assessment tools to suit
particular industry requirements and specific organisational requirements before using them.
Contextualisation must retain the integrity of the assessment and the outcome of the unit of
competency.

Short Answer Questions

Question 1
Access the following federal legislation that affects marketing roles:

 Privacy Act 1988
https://www.legislation.gov.au/Series/C2004A03712
 Spam Act 2003
https://www.legislation.gov.au/Series/C2004A01214
Answer the questions below about the requirements affecting marketing roles from the
legislation accessed.
Access the Schedule 1Australian Privacy Principle 7 section of the Privacy Act 1988 to answer the
next two questions.
a. Briefly explain Subclause 7.1.

Subsection (1) applies to acts done, and practices engaged in, by a prescribed agency. Regulations
for this purpose may prescribe an agency only if it is specified in Part I of Schedule 2 to
the Freedom of Information Act 1982 .Subsection (1) also applies to acts and practices that:
(a) are done or engaged in by an agency specified in Division 1 of Part II of Schedule 2 to

the Freedom of Information Act 1982 in relation to documents in respect of its commercial
activities or the commercial activities of another entity; and
(b) relate to those commercial activities.
b. Identifythe three provisions in Section 7.5 when an organisation may use or disclose
personal information for direct marketingdespite the provision insubclause 7.1.
i. The organisation collected personal information from the individual.
ii. The individual would reasonably expect the organisation to use or disclose the
personal information from that purpose.
iii. The organisation provides a simple way for the individual to request not to receive
direct marketing communications from the organisation (also known as ‘opting out’).

Access Part 2of the Spam Act 2003 to answer the next two questions.
c. Listthe threecomponents of the simplified outline of rules about sending commercial

electronic messages.
i. Unsolicited commercial electronic messages must not be sent.
ii. Commercial electronic messages must include information about the individual or
organisation who authorised the sending of the message.
iii. An electronic address list produced using address-harvesting software must not be
supplied, acquired or used.
d. Identify the fourconditionswhena person with accurate sender informationcan send a
commercial electronic message with an Australian Link.
i. the message originates in Australia
ii. the computer, server or device that is used to access the message is located in
Australia
iii. if the message cannot be delivered because the relevant electronic address does not
exist—assuming that the electronic address existed, it is reasonably likely that the
message would have been accessed using a computer, server or device located in
Australia.
iv. the individual or organisation who sent the message, or authorised the sending of the
message, is:
 an individual who is physically present in Australia when the message is sent;
or
 an organisation whose central management and control is in Australia when
the message is sent

Question 2
Complete the table below about data collection and data analysis techniques used for market
research:
a. Identify at least two techniques for each of the following:
 Data collection
 Data Analysis
b. For each technique identified, explain how each technique can be used during market
research.
Technique How Each Technique Can Be Used in

Market Research
a. Data collection i. Surveys They involve having randomly

selected respondents answer a pre-
established questionnaire. This can
be done in person, over the phone,
via email, or with an online form.
Checkboxes, rating scales, matrices,
and multiple choices are heavily
used in order to map the responses
of a considerable number of
respondents.
ii. Interviews This refers to personal

correspondence with purposively
selected individual consumers.
They can be time-intensive, but
they allow you to probe deeper
using open-ended and follow-up
questions.
c. Data Analysis i. Regression analysis Regression analysis is used to

estimate the relationship between a
set of variables. When conducting
any type of regression analysis,
you’re looking to see if there’s a
correlation between a dependent
variable and any number of
independent variables.

ii. Factor analysis Factor analysis is a technique

used to reduce a large number of
variables to a smaller number of
factors. It works on the basis that
multiple separate, observable
variables correlate with each
other because they are all
associated with an underlying
construct.

Question 3
Define the four components of the marketing mix listed below.
Components of the
Definition of Components of the Marketing Mix
Marketing Mix
a. Product This refers to the monetary value of your product or service. Your item
should likewise offer an elevated degree of utility to purchasers for your
promoting procedure to work. Great associations don't disregard the nature
of its item or administration.
b. Price This alludes to the financial worth of your item or administration. It is

impacted by many factors, for example, expenses of creation, portion
focused on, market interest and supply, and unofficial laws. Valuing can
likewise be utilized to separate your items from the rest.
c. Place This refers to the location of your sale. This has substantial effects on the
way you advertise your marketing messages and your target customers.
d. Promotion This refers to the set of marketing activities you plan to launch to make
your product or service known to your potential customers. Common
forms include advertising, word-of-mouth, press reports, incentives and
promos, commissions, and awards to the trade.

Question 4
Definethe seven elements of marketing planning used during market research listed below
Elements of Marketing
Planning During Market Definition of Elements of Marketing Planning
Research
a. Budgets A marketing budget documents how much your business plans to

spend on marketing over a specific period, like a year, quarter, or
month. When budgeting for marketing, consider all costs
associated with marketing your business, such as paid ads, hiring
costs, marketing tools, website maintenance expenses, and more
b. Finances Finance is the department that helps to set the overall financial
goals for a company and then monitors progress towards those
goals. This kind of financial planning is crucial to helping other
departments establish their own individual goals and budgets.
c. Objectives Market research objectives that seek to uncover competitor

strengths (and weaknesses), identify potential influencers, reveal
customer demographics, improve brand awareness and measure
marketing effectiveness are just a few of the ways companies can
use quality research to strengthen consumer engagement.
d. Strategies A marketing strategy refers to a business's overall game plan for
reaching prospective consumers and turning them into customers
of their products or services. A marketing strategy contains the
company's value proposition, key brand messaging, data on target
customer demographics, and other high-level elements.
e. Macro Situational An organization's macro-environment refers to all major,
Analysis uncontrollable, external forces of a company that directly or
indirectly influence decision-making. These are often economic,
demographic, technological, political, natural, cultural, social or
legal forces.
f. Micro Situational Micro environment analysis is the analysis that is done on the
Analysis elements of a micro-environment. These consist of all actors and
elements of the immediate environment of an organization. These
have a direct influence on the way the company is run.

g. Timelines A marketing plan timeline allows you to chronologically see

your marketing plan over time —everything from the target
audience and goals to budget and tactics. It helps organize
your projects and provides a clear schedule to follow.

Question 5
Define thefour concepts of marketing communications listed below.
Marketing
Definition of Marketing Communications Concepts
Communications Concepts
a. Branding Brand communication is a combination of activities such as

advertising, social media and reviews that are used to communicate
with customers. Brand communication takes place every time a
potential customer or client interacts with a particular brand.
b. Online Presence An online presence can be defined by how easy it is to find a brand
or company online. It's important for building your brand's
reputation, increasing brand awareness, and providing visibility to
your products or services when users are searching for related
keywords.
c. Positioning In short, a positioning is the human connection to a brand in words,
images, and sound. Research to identify a “positioning” involves the
identification of messages that can be communicated to the target
audience that are persuasive. Not only must a positioning be
unique, it must also be meaningful.
d. Public Relations PR involves communicating with your market to raise awareness of

your business, build and manage your business's reputation and
cultivate relationships with consumers. While marketing focuses on
promoting actual products and services, public relations focuses on
promoting awareness, attitudes and behaviour change

Question 6
Briefly explaineach of the seven steps of the marketing communications process listed below.
Steps inMarketing
Explanation of Steps in Marketing Communication Process
Communications Process
a. Identification of the Target audience refers to the specific group of consumers most likely
Target Audience to want your product or service, and therefore, the group of people
who should see your ad campaigns. Target audience may be dictated
by age, gender, income, location, interests or a myriad of other
factors.
b. Communication Marketing communication has two objectives. One is to create
Objectives and sustain demand and preference for the product. The other
is to shorten the sales cycle.
c. Message Design Message design is the process of connecting insights about the
priority audience with key information the audience needs to
know in order to make the change the program desires.
Successful, well-designed messages are simple, memorable,
easily understood, culturally appropriate and meaningful to the
audience.
d. Message Content Marketing messaging represents how a brand communicates to

its customers and highlights the value of its products.
“Messages” refer to not only the actual words and phrases
used by a brand in advertising but also feelings and emotions
associated with what they say.
e. Message Structure In advertising, there are six messaging strategies that are most
and Format commonly used: emotional, unique selling proposition, generic,
positioning, brand image. Knowing which messaging strategy
you want your organization to use is a big first step towards
creating a successful ad campaign.
f. Media Media marketing refers to marketing initiatives that focus on

reaching audiences through different types of media outlets.
This can include radio stations, television networks and
websites found online.
g. Collecting Feedback Feedback marketing is the process of the marketing

department allowing customers to give transparent details
about their experiences with a product or service. Companies
that implement feedback programs are in tune with their
customers.

Question 7
Bounce Fitness is a premiere fitness centre in Australia. Access the Bounce Fitness Corporate
Marketing Plan. Refer to that document to answer the questions below.
Learn more about Bounce Fitness in the link below:
Introduction
https://bouncefitness.precisiongroup.com.au/
Access the Bounce Business Plan document in the link below:
Bounce Fitness CorporateMarketing Plan
https://bouncefitness.precisiongroup.com.au/category-infrastructure/current-projects/
Answer the following questions about Bounce Fitness’ Corporate Marketing Plan.
a. Explain Bounce Fitness’ Market Summary.
Bounce fitness was founded in the year 2001 with a single aerobic studio by Margaret house.
However, with the passage of time, it has grown and now have four fitness centres in the cities of
Brisbane, Sydney, Perth as well as Cairns. The fitness centre provides premium services for
wellness and fitness in Australia. It provides fitness training, coaching as well as other similar
services that will enhance health and fitness. The company update its equipment every three
years and to offer unique services. It centres provide better ambience with the presence of music,
aerobic classes and other circulate classes where training is provided with technological
equipment.
b. Based on the market needs of the Bounce Fitness Corporate Marketing plan, identify at
least three benefits that are important to customers
i. It offers convenience and quick service
ii. It creates a personalized experience.
iii. It allows for comparison shopping.

c. Identify at least five keys to success based on the Corporate Marketing Plan.
i. Marketing services to companies and individuals
ii. Recruitment of experienced companies and individuals
iii. Dedication and hard work by the founder
iv. Raising productivity
v. Lowering overall costs.

Question 8
Listed below are two of the products and services that Bounce Fitness offers.
 Pre-Workout Powder
 Personal Training
Answer the following questions about relevant product and service standards of Bounce Fitness’
product and service.
a. Identify at least one product standard that applies to Bounce Fitness’ Pre-Workout
Powder.
Select and analyse any two media consumption habits of the primary marketing media for your
product’s audience.
b. Identify at least one service standard that applies to Bounce Fitness’ Personal Training
Service.
Change

Question 9
Provide at least two techniques used for each of the best practices for marketing listed below:
Techniques refer to marketing techniques that are relevant to the best practices related to
marketing provided.
Best Practices for Marketing Technique
a. Digital Marketing i. SEO
ii. Search engine marketing
c. Branding i. Company name branding
ii. Individual branding

Question 10
Define the four relevant statistical terms listed below, usedin market research fromthe Australian
Bureau of Statistics.
Relevant Statistical
Terms Used in Definition of Relevant Statistical Terms Used in Market Research
Market Research
a. Population Australia's population can be measured in several ways: Census counts by

place of enumeration. Census counts by place of usual residence. estimated
resident population.
b. Observation Data are measurements or observations that are collected as a source of

information. There are a variety of different types of data, and different
ways to represent data.
c. Quantitative Quantitative data are measures of values or counts and are expressed as

Data numbers. Quantitative data are data about numeric variables (e.g. how
many; how much; or how often).
d. Qualitative Qualitative data are measures of 'types' and may be represented by a name,

Data symbol, or a number code. Qualitative data are data about categorical
variables
(e.g.whattype).

Practical Assessment
The Practical Assessment is a set of tasks that must be completed in a workplace or simulated
environment where the conditions are typical of those in a working environment in this
industry.
To be assessed for this unit of competency, you must demonstrate your skills and knowledge to
identify marketing opportunities and to analyse and evaluate opportunities according to
organisational marketing objectives.
The Practical Assessments in this workbook include:
1. Workplace Project Assessment
A series of tasks assessing the learner’s practical knowledge and skills relevant to the
unit of competency. This includes the learner completing workplace documents or
similar as evidence of competent performance.
2. Workplace Practical Observation
A set of assessment tasks where the learnermust demonstrate practical skills relevant to
the unit of competency. These skills are to be demonstrated while being observed by
the assessor.
IMPORTANT!
 All signatures/initials in your submissions, including yours, must be handwritten and
dated. Submissions with signatures/initials must be scanned.
 The supervisor/observer who completes and signs your evidence submissions must
provide their real name, contact number, and email address for your assessor’s
reference.
 Should you encounter issue or concerns regarding your assessment, contact your
assessor.

Workplace Project Assessment

Project Overview
This workplace project assessment requires you to identify and evaluate at least three
different marketing opportunities according to task requirements.
This assessment is divided into fivetasks:
 Task 1: Consult Supervisor to Establish Task and Organisational Requirements.
 Task 2: Review and Analyse Existing Marketing Clients.
 Task 3: Perform Market Segmentation and Analysis.
 Task 4: Evaluate and Select Marketing Opportunities.
 Task 5: Present Opportunities to Management.
This project requires you to complete the assessment tasks in a workplace or simulated
environment where conditions are typical of those in a working environment in this industry.
Each task comes with a set of instructions. You are to follow and perform these instructions
while being observed by the assessor and/or submit any required documentation as evidence of
task completion.
Before starting this assessment, your assessor will discuss with you these tasks,including
instructions, resources, and guidance for satisfactorily completing them.

You are required to:

 Complete the tasks within the time allowed, as scheduled in-class roll.
 Consult supervisor to establish task and organisational requirements.
 Review and analyse existing marketing clients.
 Perform market segmentation and analysis.
 Evaluate and select marketing opportunities.
 Present opportunities to management.
Resources Required for Assessment

Resources you need to access to complete the project assessment are outlined in the Resources
Required for Assessment section of this workbook, and in the corresponding Assessor’s
Checklist and/or Observation Form of each task.
Discuss each requirement with your assessor before commencing with each task.They will
organise the resources required for this assessment.
IMPORTANT: Additional workplace resources may be required upon the contextualisation of
this assessment.
Forms and Templates

Generic forms and templates are provided in the project tasks, unless otherwise specified.
These can be accessed from the following link:
BSBMKG431 Forms and Templates
If you are currently in a workplace, use similar workplace templates and forms used by your
organisation to complete each assessment task.
Discuss with your supervisor and your assessor first to ensure that the forms/templates you will
use cover all criteria required by each assessment task.
Review these forms and templates with your assessor before starting the task.

Task 1:Consult Supervisor to Establish Task and Organisational Requirements
ASSESSMENT INSTRUCTIONS
Your assessor will observe you as youconsult with at least one supervisor to establish task and
organisational requirements for identifying marketing opportunities.
Before starting this task:
 Identify at least one task that you are required to complete according to your work role.
The task identified will be the basis of the marketing opportunities you will identify,
analyse, and evaluate in the succeeding tasks.
 Access and review the following:
o Workplace documentation with information on requirements of your identified
task.
Workplace documentation can include:
 Email containing information of your task.
 Your job description.
o Organisational requirementsapplicable to the task identified.
These can include the following:

 Marketing policies and procedures.
 Organisational standards for marketing.
o Organisational structure.
o Existing business plan.
o Existing marketing plan.
You will be assessed on your practical skills to:

 Identify the requirements of your identified task.
This must include:
o Goal of the identified task.
o Resources required to accomplish the identified task.
 Consult with your supervisor about who should your target market be according to the
task requirements identified.
 Select the target market for your identified task.

 Discuss the following according to the workplace documentation and organisational

requirements:
o Roles and responsibilities of marketing personnel in the organisational structure.
o Existing business plan.
o Existing marketing plan.
 Identify at least one marketing objective from each plan discussed.

 Participate in a variety of spoken exchanges using suitable language and non-verbal
features.
Review the Workplace Project Task 1 – Observation Form.
This form outlines the following:
 Resources you are required to access to complete the task.
 All practical skills you need to demonstrate to satisfactorily complete the observation
task.
Your assessor will discuss these resources with you, and criteria outlined in this form
prior to this assessment.
Submit any supplementary documents/sources needed for this task to your assessor, these
include:
 Workplace documentation with information on requirements of your identified
task.These can include:
o Email containing information of your task.
o Your job description.
 Organisational requirements applicable to the task identified.These can include:

o Marketing policies and procedures.
o Organisational standards for marketing.
 Organisational structure.
 Existing business plan.
 Existing marketing plan.

Task 2: Review and Analyse Existing Marketing Clients
The task will require you to review and analyse at least two existing marketing clients of the
organisation.
Use your workplace/organisation’s template to complete this task or use the Marketing Client
Analysis template provided at the Bounce Fitness site.
To complete this task, you must:
 Identify at least two existing marketing clients of the organisation.
 Analyse each identified marketing client against the learner’s organisation by conducting
a SWOT analysis.
 Analysethe external environment of the organisation by conducting a PESTEL analysis.
 Identify at least one of each of the following for each analysis conducted:
o Gaps
o Opportunities
 Research and identify at least five marketing opportunities of the organisation according
to the identified target market in Workplace Project Task 1.
Results from the SWOT and PESTEL analysis will be used as a guide for the learner to
research possible marketing opportunities of the organisation according to the identified
target market.
 Complete the Marketing Client Analysis template.

Review Workplace Project Task 2 – Assessor’s Checklist before starting this task. This form
outlines the following:
 All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to
this assessment.
Review the template you will use to complete this task. If you are using a template from your
workplace/organisation, discuss with your assessor to ensure that the template covers all
requirements that apply to this task. Otherwise, use the Marketing Client Analysis template
provided at the Bounce Fitness site.
Submit the completed Marketing Client Analysistemplateto your assessor.Include any
supplementary documents/sources accessed to research for marketing opportunities of the
organisation according to the identified target market, such as:
 Existing marketing research reports relevant to the organisation.
 Books or other documents.
 Online articles.

Task 3: Perform Market Segmentation and Analysis
The task will require you to perform a market segmentation and analysis to identify
opportunities for focus of your organisation’s marketing efforts.
Use your workplace/organisation’s template to complete this task or use the Market
Segmentation and Analysis template provided at the Bounce Fitness site.
o Marketing Client Analysis completed in Workplace Project Task 2.
o Workplace documentation with information on requirements of the learner’s

identified task in Workplace Project Task 1.
o Existing survey research of the target market identified in Workplace Project Task
1.
 Conduct a market segmentation of the identified target marketaccording to the task
requirementsin Workplace Project Task 1.
During segmentation, identify each of the following based on the survey research
accessed:
o General numerical figure of the target market.
o At least two segmentation categories of the target market.
o At least one segmentfor each segmentation category identified.
o Numerical figure of each identified segment.
o Percentage of identified segments in relation to the general numerical value of

the target market.
 Identify at least two marketing factors that affect your organisation based on the PESTEL
analysis from Workplace Project Task 2.
 Review the relationship between each identified market segment and each identified
marketing factor.
 Identify at least three marketing opportunities for focus of the organisation’s marketing
efforts from the opportunities identified in Workplace Project Task 2.
 Complete the organisation’s Market Segmentation and Analysis template.

Review the Workplace Project Task 3 – Assessor’s Checklist

This form outlines the following:
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to
this assessment.
requirements that apply to this task. Otherwise, use the Marketing Segmentation and
Analysistemplate provided at the Bounce Fitness site.
Submit the completed Market Segmentation and Analysistemplate to your assessor. Include any
supplementary documents/sources used to perform a market segmentation and analysis of the
target market discussed in Workplace Project Task 1, such as:
 Workplace documentation with information on requirements of the learner’s identified
task in Workplace Project task 1.
 Existing survey research of the target market identified in Workplace Project Task 1
which contains the following information:
o General numerical figure of the target market.
o At least two segmentation categories of the target market.
o At least one segment for each segmentation category identified.
o Numerical figure of each identified segment.
o Percentage of identified segments in relation to the general numerical value of

the target market.

Task 4: Evaluate and Select Marketing Opportunities
Your assessor will observe you as you consult with at least onesupervisorto evaluate and select
marketing opportunities.
Supervisor to consult must be the same supervisorinWorkplace Project Task 1.
Use your workplace/organisation’s template to complete this task or use the Marketing
Opportunity Analysistemplate provided at the Bounce Fitness Site.
Before starting this task, access and review the following:
 Market Segmentation andAnalysis from Workplace Project Task 3.
 At least two marketing objectives identified in Workplace Project Task 1.
You will be assessed on your practical skills to:
 Identify at least two marketing objectives fromWorkplace Project Task 1.
 Identify at least three marketing opportunities from Workplace Project Task 3.
 Analyse each of the marketing opportunities identified in Workplace Project Task 3 if
they are aligned with each identified marketing objective.
 Select at least two marketing opportunities from the identified marketing opportunities
in Workplace Project Task 3that best aligns with their identified marketing objectives.
 Participate in a variety of spoken exchanges using suitable language and non-verbal
features.

Submit the completed the Marketing Opportunity Analysistemplatewhich contains the

following:
 At least two marketing objectives of the organisationidentified in Workplace Project Task
1.
 At least two marketing opportunities that best aligns with the organisation’s marketing
objectives.
Review the following:
 Workplace Project Task 4 – Observation Form.
 Workplace Project Task 4 – Assessor’s Checklist
These forms outline the following:
 All practical skills you need to demonstrate to satisfactorily complete the
observation task.
Your assessor will discuss these resources with you, and criteria outlines in this form
prior to this assessment.
requirements that apply to this task. Otherwise, use the Marketing Opportunity
Analysistemplate provided at the Bounce Fitness site.
Submit the completedMarketing Opportunity Analysistemplate to your assessor.

Task 5:Present Opportunities to Management
This task will require you to present at least two marketing opportunities identified in Workplace
Project Task 4 to at least one manager.
Manager to whom you can present can include:
 General Manager.
 Marketing Manager.
o Marketing Client Analysis from Workplace Project Task 2.
o Market Segmentation and Analysis from Workplace Project Task 3.
o Marketing Opportunity Analysis from Workplace Project Task 4.
 Present the identified opportunities in Workplace Project Task 4to at least one
manager.During presentation you must also include the results of the documents you
accessed and reviewed.
The opportunities presented must correspond with the opportunities identified in
Workplace Project Task 4.
ReviewWorkplace Project Task 5 – Assessor’s Checklistbefore starting this task. This form
outlines the following:
Your assessor will discuss these resources with you, and criteria outlined in this form prior to this
assessment.

Submit evidence of presentation with at least one manager. This must include:
 Marketing opportunities identified in Workplace Project Task 4.
 Results of the previous analysis completed throughout this assessment. This must
include:
o Marketing Client Analysis from Workplace Project Task 2.
o Market Segmentation and Analysis from Workplace Project Task 3.
o Marketing Opportunity Analysis from Workplace Project Task 4.
Evidence must be at least one of the following:

 Email correspondence
 Meeting minutes
 Video recording of presentation conducted with management.
When using this as evidence, ensure to inform management of the purpose of the recording
before doing so.




Instructions:
Your assessor will review your submissions against the checklist below. This section is to be
completed by your assessor.
The learner has completed the Short Answer Questions in this workbook 
Short Answer Questions ☐
The learner has completed the Practical Assessments in this workbook and has 
submitted all the required evidence:
Task 1: Consult Supervisor to Establish Task and Organisational

Requirements.
Workplace documentation with information on: ☐
a. Requirements of the learner’s identified task.

Specify evidence submitted:
c. Organisational requirements applicable to the task identified. ☐
Copy of the organisational structure of the organisation. ☐
Copy of an existing business plan of the organisation. ☐
Copy of an existing marketing plan of the organisation. ☐
Video recording of the consultation with at least one supervisor ☐
Only if direct observation is not possible.

Task 2: Review and Analyse Existing Marketing Clients
Marketing Client Analysis ☐
Supplementary documents/sources accessed to research for marketing ☐

opportunities of the organisation according to the identified target
market.
Task 3: Perform Market Segmentation and Analysis
Market Segmentation and Analysis ☐
Existing survey research of the target market identified. ☐
Task 4: Evaluate and Select Marketing Opportunities
Marketing Opportunity Analysis ☐
Video recording of the consultation with at least one supervisor ☐
Only if direct observation is not possible.
Task 5: Present Opportunities to Management
Evidence of Presenting Opportunities to Management ☐

Leaner Assessment Pack

Recording

Record of Assessment
Instructions:
This section is to be completed by your assessor.
Assessment Details
Learner
Course Code
Unit of Competency BSBMKG431 - Assess marketingopportunities.
Assessor Name
RTO

Needs more
Assessment Activity Satisfactory
evidence
Short Answer Questions
Short Answer Question 1 ☐ ☐
Task 1: Consult Supervisor to Establish Task and Organisational

☐ ☐
Requirements.
Task 2: Review and Analyse Existing Marketing Clients. ☐ ☐
Task 3: Perform Market Segmentation and Analysis. ☐ ☐
Task 4: Evaluate and Select Marketing Opportunities. ☐ ☐
Task 5: Present Opportunities to Management. ☐ ☐

Needs more
Context Details Satisfactory
evidence
☐ ☐
☐ ☐
☐ ☐
☐ ☐
☐ ☐
☐ ☐
Supervisor/Observer Verification Log
Supervisor/
Supervisor/ Role in the Contact Date of Observer verifies
Observer Name Assessment Details Contact the learner’s
submissions
☐Yes ☐ No
☐Yes ☐ No
☐ Yes ☐ No
☐ Yes ☐ No

Assessor’s Comments
Remarks/feedback
Details of further evidence required
Please tick the appropriate box. Yes No
Comments and further action required are noted in the Learner

☐ ☐
Assessment Pack
Results discussed and agreed to by the learner

☐ ☐
You have the right to appeal the outcome of your assessment.
☐ Competent
The Learner is
☐ Not Yet Competent
Assessor’s signature Date signed
I further confirm that I have verified the learner’s submissions by contacting the learner’s
supervisor and/or observer whose names appear in the Supervisor/Observer Verification Log
above.
After reassessment, the Learner is: ☐ Competent ☐ Not Yet

Competent
Assessor’s signature Date signed

Learner’s Comments
The signature confirms that I have submitted all my own work and agree with the assessment
decision and feedback.
Learner’s signature Date signed

MUK 17/05/2022

End of Document


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BSBMKG431 - Assess marketing opportunities (Release 1)

Copyright Notice Copying for Educational Purposes

These terms are subject to the conditions prescribed under the

BSBMKG431 - Assess marketing opportunities (Release 1)

Version Control & Document History

Date Summary of modifications Version

31 March 2021 Version 1 final produced following assessment validation. 1.0

BSBMKG431 - Assess marketing opportunities (Release 1) 3

BSBMKG431 - Assess marketing opportunities (Release 1)

Learner Assessment Pack

BSBMKG431 - Assess marketing opportunities (Release 1) 5

Each Learner Assessment Pack is made up of four parts:

BSBMKG431 - Assess marketing opportunities (Release 1)

BSBMKG431 - Assess marketing opportunities (Release 1) 7

Steps for Learners

BSBMKG431 - Assess marketing opportunities (Release 1)

BSBMKG431 - Assess marketing opportunities (Release 1) 9

Resources Required for Assessment

This can include:

This must contain:

 Workplace documentation with information on requirements of the

BSBMKG431 - Assess marketing opportunities (Release 1)

 Organisation requirementsapplicable to the task identified.

 Marketing Client Analysis

 At least one supervisor.

 Consult with at least one supervisor about establishing task and

BSBMKG431 - Assess marketing opportunities (Release 1) 11

Accessing Intranet Pagesand External Links

BSBMKG431 - Assess marketing opportunities (Release 1)

Please tick at least one of the following for each section: 

Other (please describe) ☐

Assessment Pathway (for Practical Assessment)

Learner’s Organisation (Pre-assessment meeting conducted) ☐

Simulated Workplace Environment (Contextualised by RTO) ☐

BSBMKG431 - Assess marketing opportunities (Release 1) 13

Legislation, regulations, standards, and codes. ☐

Workplace documentation and resources relevant to performance evidence. ☐

Learner’s name Muhammad Usman Kaleem

Learner’s signature MUK Date 04/05/2022

Assessor’s name

Assessor’s signature Date

End of Assessment Agreement

BSBMKG431 - Assess marketing opportunities (Release 1)

Learner Assessment Pack

BSBMKG431 - Assess marketing opportunities (Release 1) 15

Contextualisation of Assessments by RTOs

BSBMKG431 - Assess marketing opportunities (Release 1)

Short Answer Questions

Access the following federal legislation that affects marketing roles:

a. Briefly explain Subclause 7.1.

(a) are done or engaged in by an agency specified in Division 1 of Part II of Schedule 2 to

(b) relate to those commercial activities.

i. The organisation collected personal information from the individual.

BSBMKG431 - Assess marketing opportunities (Release 1) 17

c. Listthe threecomponents of the simplified outline of rules about sending commercial

i. Unsolicited commercial electronic messages must not be sent.

i. the message originates in Australia

BSBMKG431 - Assess marketing opportunities (Release 1)

Technique How Each Technique Can Be Used in

a. Data collection i. Surveys They involve having randomly

ii. Interviews This refers to personal