| Assessment Unit Code:- SITXMPR007 Unit Name:- Develop and implement marketing strategies Assessment Tasks and Instructions |
| Assessment for this Unit of Competency/Cluster |
Details |
| Assessment 1 | |
| Assessment 2 | Project |
| Assessment conducted in this instance: Assessment 1 2 |
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Assessment Tasks and Instructions
Assessment Guidelines
| What will be assessed |
| Performance Evidence The purpose of this assessment is to assess your ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and: develop a marketing strategy and plan for a product or service, including: o identifying current and relevant marketing issues o detailed, realistic implementation and monitoring program specific to the product or service o details of marketing techniques and distribution networks specific to the product or service o opportunities presented by new technologies research and critically analyse internal and external business environments relevant to the above product or service evaluate and report on the above marketing strategy and plan against the following criteria: o consistency with overall marketing direction o exposure achieved o penetration of target market o cost-effectiveness of financial and human resources o completion of strategy within established timeframe o recommendations for strategic responses based on evaluation. Knowledge Evidence The purpose of this assessment is to assess your knowledge to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and: data collection tools and research methodologies of particular relevance to marketing marketing planning techniques and formats and key features of a marketing plan internal and external issues that impact on market planning in a given industry context internal capabilities and resource considerations: o communication capabilities o e-business capacity o equipment capacity o financial resources o hours of operation o human resources o location and position o staff skill levels comparative market information relevant to marketing strategies: o benchmarking o best practice information o competitor information industry marketing and distribution networks in the relevant context new and innovative marketing strategies in the relevant industry context, and in particular current and |
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| emerging marketing technologies and the opportunities they present legal issues that impact on marketing activities: o Australian consumer law o copyright and intellectual property considerations o the Privacy Act 1988 o specific issues arising from use of new technologies ethical considerations for marketing: o appropriate use of images and text o codes of practice o protection of children o targeting of particular groups in the community sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to: o cultural and social sustainability o economic sustainability of marketing initiatives o resource conservation and waste minimisation. |
| Place/Location where assessment will be conducted/Timeframes |
| DUKE COLLEGE Training Kitchen and DUKE COLLEGE Class Room |
| Resource Requirements |
| Refer to the Assessment conditions attached to the Futura Group Mapping Document located in the teacher support tools folder or the “Assessment Conditions” for this unit in the SIT 1.0 Training Package. Computer, internet access Marketing plan template and guide docx (located in student assessment folder) |
| Instructions for assessment including WHS requirements |
| The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C. Part A: You are required to choose a product, service, project or event; research the existing market environment; and develop a marketing strategy for your chosen product, service, project or event. Included in this part is the development of monitoring and evaluation strategies you will use to monitor the activity(ies) in progress and to measure the outcomes achieved and the implementation strategy including all timelines (when, where, who, what). Part B: You are required to write a report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement. Part C: You are required to present your report to the stakeholders identified for the marketing activity. You are required to seek feedback from stakeholders and make adjustments to you marketing plan as or if relevant. |
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| Your trainer or a person to be determined will script the feedback received. This must be attached to this project. The marking criteria on the final page provide an indication for aspects to be covered during the presentation |
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ASSESSMENT 2
Marketing Project
The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C.
Please use the attached Marketing plan template and guide (or any template as instructed) and
follow the structure of the document for the purpose of this project.
Part A
– requires the preparation for the complete marketing strategy for your chosen product(s)
service(s), project or event:
Step 1 – Research – include an acknowledgement page and a bibliography page that lists all
the references (this should include any websites, textbooks, journals and or other related
documents) and all downloaded information in the form of research notes also need to be
attached as evidence.
| | Step 2 – Develop a marketing strategy – the report should include your developed marketing strategy. Step 3 – Prepare a marketing plan – the marketing plan should address all the key criteria as listed in the task. Step 4 – Prepare the monitoring and evaluation strategies you will use to monitor the activity(ies) in progress and to measure the outcomes achieved. Step 5 – Prepare the implementation strategy including all timelines (when, where, who, what) |
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Part B
– requires a written report detailing the success of your marketing strategy and marketing
plans, based on the evaluation you have carried out. This report must be presented to the
relevant internal stakeholders in your organisation in Part C so that you can collaboratively
identify success of the marketing as well as areas for improvement.
Part C
– requires a presentation of your report to the stakeholders identified for the marketing
activity. You are required to seek feedback from stakeholders and make adjustments to your
marketing plan as or if relevant.
Your trainer or a person to be determined will script the feedback received. This must be
attached to this project.
The marking criteria on the final page provide an indication for aspects to be covered
during the presentation
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PART A
Step 1 – Conduct thorough research to collect and analyse information on:
The internal business environment: (key criteria to be included are as follows):
1. Describe the current core activities, customer base, business values and business direction
2. Identify and analyse information relating to the effectiveness of current and past marketing
efforts
3. Review business performance information to identify strengths, weaknesses, opportunities,
threats and critical success factors
4. Identify and record current capabilities and resources (e.g. the use of technology or ebusiness to develop and implement marketing strategies) including the need for specialist
assistance (e.g. underperforming products and services with reasons for underperformance)
and
The external business environment: (key criteria to be included are as follows):
1. Identify and analyse information on expected market growth or decline, along with the
associated risk factors
2. Analyse projected changes in the labour force, population and economic activity that would
affect your marketing
3. Current comparative market information which may include best practice information,
benchmarking and competitor information
4. Industry and customer trends, emerging issues and developments which may be: economic,
ecological, environmental, government activities, social and cultural, demographic,
technological or industrial
5. Legal, ethical and sustainability constraints of the market and potential business impacts
6. Opportunities presented by new technologies
Step 2 – Develop a marketing strategy
Marketing strategies:
1. Detail the specific opportunities for your product, service, project or event based on your
internal and external market analysis
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2. Explore and list new and innovative marketing approaches and techniques that are
appropriate to your product, service, project or event
3. Outline the marketing channels and distribution networks you will use for your marketing
communications and materials
4. Explain how you will integrate legal, ethical and sustainability considerations
5. Explain how you will consult with key stakeholders in this strategy development process.
Step 3 – Prepare a marketing plan
1. In the template provided, outline the methodology used to clearly communicate all priorities,
responsibilities, timelines and budgets.
2. Explain how you will provide opportunities to colleagues to contribute to this marketing
plan.
Step 4 – Prepare the monitoring and evaluation strategies
The Evaluation strategy shall include:
1. Evaluation criteria to be used when evaluating the marketing initiatives
2. Benchmarks you will use to evaluate success of methods/impacts
3. Timeframes for evaluation
4. Provisions for adjustment/continuous improvement
5. Communication requirements
Step 5 – Prepare the implementation strategy
The implementation strategy shall include:
1. A detailed schedule of all required activities. This may include a Gantt chart or other
suitable scheduling approaches.
2. An overview of monitoring procedures you will use, including the types of reports or data
collection mechanisms.
3. Communication processes.
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PART B
Based on your marketing plan from PART A you now need carry out the marketing activities.
Following the marketing activities you must use carry out your evaluation strategy developed in
Part A, Step 4 in order to measure the outcomes and impact of the marketing plan and strategy as a
whole.
Prepare a report detailing the success of your marketing strategy and marketing plans, based on the
evaluation you have carried out. This report must be presented to the relevant internal stakeholders
in your organisation in Part C so that you can collaboratively identify success of the marketing as
well as areas for improvement.
Your report must detail:
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Why the research was conducted How the research was conducted (Internal and External Environment) How the information from the research was analysed Which key aspects informed the development of your marketing strategy An overview of the marketing strategy Details and components of the marketing plan including implementation strategies The monitoring and evaluation procedures used for the marketing activities |
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PART C
Present your report to the stakeholders identified in the marketing plan, your colleagues, or
as instructed by your trainer.
Obtain feedback on the presented details of the plan including clarification of details as these
arise.
Responses should be documented by a student or trainer and inform adjustment to the marketing
plan as or if relevant. This should be attached to this project.
The key areas for the feedback need to focus on:
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Your ongoing evaluation process, including feedback and analysis from colleagues Suggested areas for improvement based on weaknesses that have been identified Proposed changes to the marketing strategy (channels, target market, timing, marketing approaches, resourcing, etc.) based on feedback and evaluation |
Marking Criteria
| Criteria | S | NY S |
S | NY S |
Comments |
| Provides an overview for the planned marketing activity | |||||
| The goal(s) of the activity is identified | |||||
| The goal(s) is/are clear and relevant | |||||
| Reason(s) why activity is selected is provided | |||||
| The internal environment has been analysed through a SWOT analysis: 1. ______________________________ 2. ______________________________ 3. ______________________________ 4. ______________________________ |
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| The external environment has been analysed through a SWOT analysis: 1. ______________________________ 2. ______________________________ 3. ______________________________ 4. ______________________________ |
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| Current comparative market information is provided: Best practice Information |
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| Benchmarking Competitor information |
| Information for industry and customer trends is provided: emerging issues economical aspects ecological environmental government activities social and cultural demographic technological |
| The details identified from the organisational documentation have been analysed correctly |
| The organisational marketing direction has been identified |
| The factors to determine promotional activities are determined |
| Promotional activities are analysed |
| The target market has been analysed |
| The legal aspects have been identified |
| The ethical requirement have been identified as relevant |
| Sustainability aspects have been considered and included. |
| The available budget has been identified |
| The desired results have been analysed |
| The desired results are realistic (given the parameters) |
| The timing has been established |
| The timing is realistic |
| The competitive market activity has been analysed and evaluated |
| Provides suitable networks to plan and market activities |
| Distribution channels are identified as relevant |
| The required resources are identified |
| Innovative technologies and techniques are used: 1. ______________________________ 2. ______________________________ 3. ______________________________ 4. ______________________________ |
| The mechanisms to reach the identified target markets are identified |
| The advantages and disadvantages have been identified |
| The cost factors have been evaluated |
| The cost factors for the marketing activity have been provided |
| The cost details provided are realistic |
| A complete implementation plan for the marketing activity is provided |
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| The promotional activities are implemented according to the action plan |
| Delays are documented |
| The results achieved from the activities are evaluated: 1. ______________________________ 2. ______________________________ 3. ______________________________ 4. ______________________________ |
| A complete evaluation report for the marketing activity is provided |
| The consistency with overall marketing direction is evaluated |
| The exposure that was achieved is evaluated |
| The reached attendees versus the intended target market is evaluated |
| The cost-effectiveness of financial and human resources is evaluated |
| The completion within established timeframe is evaluated |
| A summary report is presented which gives a clear overview of the overall success of the activity |
| Feedback from stakeholders is acknowledged pro-actively and clarified as required. |
| Changes for future activities are suggested and reflected in feedback |
| Insert additional criteria as required and relevant |