Melbourne Education

Institute RTO Number: 45054 CRICOS

Number: 03673A Level 1, 310 King Street,
Melbourne, VIC, 3000
Ph:1800 986 100 Email: admin@mei.edu.au
STUDENT
ASSESSME
NTTASKS

BSBMKG623
Develop Marketing Plans
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A

Contents

Introduction 3
Assessment Task 1: Knowledge questions 4
Assessment Task 2: Project Portfolio 8
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A

Introduction

The assessment tasks for BSBMKG623 Develop marketing plans are outlined in the assessment
plan below. These tasks have been designed to help you demonstrate the skills and knowledge
that you have learnt during your course.
Please ensure that you read the instructions provided with these tasks carefully. You should also
follow the advice provided in the Business Works Student User Guide. The Student User Guide
provides important information for you relating to completing assessment successfully.

Assessment for this unit

BSBMKG623 Develop marketing plans describes the skills and knowledge required to research,
develop and present marketing plans for an organisation.
For you to be assessed as competent, you must successfully complete two assessment tasks:

• Assessment Task 1: Knowledge questions – You must answer all questions correctly.

• Assessment Task 2: Project – You must work through a range of activities and complete a
project portfolio.

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A

Assessment Task 1: Knowledge questions

Information for students

Knowledge questions are designed to help you demonstrate the knowledge which you have
acquired during the learning phase of this unit. Ensure that you:

• review the advice to students regarding answering knowledge questions in the Business
Works Student User Guide

• comply with the due date for assessment which your assessor will provide

• adhere with your RTO’s submission guidelines

• answer all questions completely and correctly

• submit work which is original and, where necessary, properly referenced

• submit a completed cover sheet with your work

• avoid sharing your answers with other students.

i
Assessment information

Information about how you should complete this assessment can be found in Appendix
A of the Business Works Student User Guide. Refer to the appendix for information on:

• where this task should be completed

• the maximum time allowed for completing this assessment task

• whether or not this task is open-book.

Note: You must complete and submit an assessment cover sheet with your work. A
template is provided in Appendix C of the Student User Guide. However, if your RTO
has provided you with an assessment cover sheet, please ensure that you use that.

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
Questions
Provide answers to all of the questions below:

1. Describe all the following key components of a marketing plan.

Environmental analysis

Segmentation and the target

market

Positioning

Marketing objectives

Marketing strategy and its

relationship to the marketing mix

Budget

Implementation plan

Marketing performance review

strategy

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
Risk management plan

2. Describe each of the following common marketing opportunities.

Strategic alliances and

cooperative business models

New products or services that

target specific markets

Greater market penetration with

existing products or services

Take-overs

New businesses

New businesses and franchising

3. Describe each of the following common marketing strategies and approaches.

Mass marketing

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
Segment marketing

Niche marketing –

Micromarketing

4. Explain the process that a marketer can use to ensure that marketing strategies, approaches
and the marketing mix align with an organisation’s strategic objectives. Provide an example to
illustrate your response.

5. Explain the process that a marketer can use to ensure that marketing strategies, approaches
and the marketing mix meet legal and ethical requirements. Provide an example to illustrate
your response.

6. Explain the process that a marketer can use to ensure that marketing strategies, approaches
and the marketing mix are achievable for an organisation. Provide an example to illustrate

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A

Assessment Task 2: Project Portfolio

Information for students

In this task, you are required to demonstrate your skills and knowledge by working through a
number of activities and completing and submitting a project portfolio.
You will need access to:

• a suitable place to complete activities that replicates a business environment including a

meeting space and computer and internet access

• BSBMKG623 Simulation Pack or access to marketing plans and marketing performance and
workplace processes relevant to developing marketing plans (if you are completing this for a
business of your choice)

• your learning resources and other information for reference

• Project Portfolio template.

Ensure that you:

• review the advice to students regarding responding to written tasks in the Business Works
Student User Guide

• comply with the due date for assessment which your assessor will provide

• adhere with your RTO’s submission guidelines

• answer all questions completely and correctly

• submit work which is original and, where necessary, properly referenced

• submit a completed cover sheet with your work

• avoid sharing your answers with other students.

Assessment information
i
Information about how you should complete this assessment can be found in Appendix
A of the Business Works Student User Guide. Refer to the appendix for information on:

• where this task should be completed

• how your assessment should be submitted.

Note: You must complete and submit an assessment cover sheet with your work. A
template is provided in Appendix B of the Student User Guide. However, if your RTO
has provided you with an assessment cover sheet, please ensure that you use that.

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
Activities
Complete the following activities:

1. Carefully read the following:

This project requires you to develop a marketing plan. You can do this based on
the case study business or your own business if applicable. It’s important that you
can access previous marketing plans and/or details of marketing performance, as
well as relevant processes relevant to developing marketing plans for this business.
Speak to your assessor to get approval if you want to base this on your own
business.

Vocational education and training is all about gaining and developing practical skills
that are industry relevant and that can help you to succeed in your chosen career.
For this reason, basing your project on real relationships with classmates or work
colleagues will mean that you are applying your knowledge and skills in a relevant,
practical and meaningful way!

You will be collecting evidence for this unit in a Project Portfolio. The steps you
need to take are outlined below. Before you begin, complete page 4 of your Project
Portfolio.

2. Preparation.

Make sure you are familiar with the organisation you are basing this assessment on
and have read through the necessary background information. For the case study
business, this is all of the documents included in the Simulation Pack. If it’s your
own business or a business where you are working or are familiar with, have your
business or case study approved by your assessor.
Complete Page 4 of your Project Portfolio for this unit.
Read through the requirements of Section 1 and 2 of your Project Portfolio.

3. Prepare to develop a marketing plan.

Work on Section 1 of your Project Portfolio. To do this, you need to:

• Research the market conditions for the business you are basing this
assessment on (by undertaking a PEST analysis).

• Review any previous marketing plans and marketing performance.

• Develop questions that you can use to consult with stakeholders to find out
additional information.

Once you have completed this section of your Portfolio, you are to consult with
stakeholders to seek additional information you require to develop the marketing
plan and as per the questions that you have developed. If you are completing this
in your RTO, your assessor will organise a time and date for a meeting with

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
stakeholders (the assessor and other students) who can provide you with the
additional information you require. If you are completing this for your own business,
identify suitable stakeholders in your organisation for the information you need.
At the meeting you need to ask the questions you have developed to find out more
information in order to develop the marketing plan. Make notes on the responses
you are provided with as you will need to use the information in the next activity
step. During the meeting you are to demonstrate effective communication skills by
using active listening and questioning to elicit the information you need.
Following the meeting collate all the information as per the instructions in Section 1
of your Project Portfolio. You will use this information to complete the following
activity.

4. Develop a marketing plan.

You are now required to develop your marketing plan which is to include:

• Marketing objectives

• Marketing strategies

• Budget

• Timeline

• Marketing activities action plan

• Strategy for monitoring marketing performance.

In the next step, you will present your Marketing Plan to stakeholders at a meeting.
The purpose of the meeting is so that you can gain feedback on your Plan and
seek approval for the Plan. Prepare an accompanying PowerPoint for the meeting
that summarises each part of your Marketing Plan.

Submit your Marketing Plan (Portfolio Section 2) and Presentation to your assessor
prior to the meeting.

5. Marketing plan presentation.

You are required to present your marketing plan to stakeholders for feedback and
approval. If you are completing for the case study organisation, this will with a
student group of approximately four or five.
Each person will have a turn (15 minutes per person) to present their work.
Your assessor will be looking to see that you can:

• explain and present the information in a way that everyone can understand
• demonstrate effective oral communication skills including:
o Speaking clearly and concisely
o Using non-verbal communication to assist with understanding

BSBMKG623 Develop marketing

plans |
 Melbourne Education
Institute
RTO Number: 45054 CRICOS Number:
03673A
o Using active listening and questions to elicit feedback.

This can either be viewed in person by your assessor or you may like to video
i
record the session for your assessor to watch later. Your assessor can provide you
with more details at this step. Make sure you follow the instructions above and
meet the timeframes allocated.
Following the meeting you are to adjust the marketing plan based on the feedback,
You are then to distribute the marketing plan to stakeholders (your assessor). This
must be within 1 working day from the meeting. You are also required to file the
marketing plan following the relevant procedures. Further instructions are included
in your Portfolio.

6. Submit your completed Project Portfolio

Make sure you have completed all sections of your Project Portfolio, answered all
questions, provided enough detail as indicated and proofread for spelling and
grammar as necessary.
Submit to your assessor for marking.

BSBMKG623 Develop marketing

plans |