The lmperial College of Australia

BSBMKG60gA Develop a marketing plan

BSBMKG609A - Develop a Marketins Plan

ASSESSMENT 1: PROJECT I

Relating to an organisation of your choice (as discussed with your assessor) or using your college as your

business, you are to devise, document and presenting a marketing plan detailing approaches and the marketing

mix to achieve organisational marketing objectives.

o Determine your marketing strategies, ensuring you:

. Evaluating available marketing opportunities

. Evaluating risks and returns

. Addressing strengths and opportunities within the organisation's projected capabilities and

resources

. Develop strategies to increase resources or expertise for gaps between current capability and

marketing objectives

. Justifying your marketing strategies

. Ensuring strategies align with organisation's strategic direction

. Developing a marketing performance review strategy that incorporates appropriate marketing

metrics to review of organisational performance against marketing objectives

Plan your marketing tactics, ensuring you:

. Detail tactics to implement each marketing strategy in terms of: d

o scheduling,

. costing,

r accountabilities and

o persohs responsible

. ldentify coordination and monitoring mechanisms for scheduled activities

. Ensure alltactics are achievable within organisation's projected capabilities and budget

. Ensure all tactics meet legal and ethical requirements

. Ensure all tactics provide for ongoing review of performance against objectives and budgets, and

allow marketing targets to be adjusted if necessary

Prepare and present your marketing plan (to your group), making sure that you:

' Ensure the marketing plan meets organisational, as well as marketing, objectives and

incorporates marketing approaches and a strategic marketing mix

. Ensure the marketing plan contains a rationale for objectives and information that supports the

choice of strategies and tactics

The lmperial College of Australia

BSBMKG60SA Develop a marketing plan

Adjust marketing plan in response to feedback from key

the required timeframe

Please Note:

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stakeholders and disseminate for implementation within

While developing the marketing plan, focus on:

r Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks andreturns in the selection process

o Develop marketing strategies that address strengths and opportunities within the organisation's projectedcapabilities and resources

o Develop strategies which increase resources or organisational expertise where gaps exist between currentcapability and marketing objectives

' Develop feasible marketing strategies and communicate reasons that justifies their selectionr Ensure strategies align with organisation's strategic directionr Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review

of organisational performance against marketing objectives

' Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities andpersons responsible

' ldentify coordination and monitoring mechanisms for scheduled activitieso Ensure tactics are achievable within organisation's projected capabilities and budgeto Ensure tactics meet legal and ethical requirements

' Ensure tactics provide for ongoing review of performance against objdctives and budgets, and allowmarketing targets to be adjusted if necessary

Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketingapproaches and a strategic marketing mix

Ensure marketing plan contains a rationale for objectives and information that supports the choice ofstrategies and tactics

o Present marketing plan for approval in the required format and timeframe

' Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementationwithin the required timeframe

The lmperial College of Australia

BSBMKG6ObR Oevelop a marketing ptan

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Student lD No:

Instructions for students:

1. Attempt all questions.

2. Answer all questions in detail.

3. Ask your assessor if you do not understand a question.

4. Whilst your assessor cannot tell you the answer, he/she may be able to re-word the question for you.

5. Students have the option of submitting either printed or hand written assessments. For handwritten workuse blact</blue pen.

6. Circle the correct answer in Multiple Choice Questions. lf you want to chance the answer, cioss theincorrect one and circle again the correct answer

Student DeClaratiOn: I declare that the work submitted is my own, and has not been copied orplagiarised from any person or source.

Signature: Date: I 120

ASSESSOR USE ONLY

ASSESSMENT 2

Unit Code: BSBMKG609A

Unit Name: Develop a Marketing Plan

Student Name:

Co;mments

Resulf .

(Please Circle) Satisfactory Not Satisfactory /Vof Assessed

Assessor: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I

have provided appropriate feedback

Signature: )sls'. I " ::,',: ",,;. ,, i20, .

The lmperial College of Australia

BSBMKGGdgA Develop a marketing plan

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1. Describe 4 different marketing options you could include in your marketing plans.2. List 4 different marketing strategies and marketing approaches.

3. Describe the following legislation / codes of practice / national codes

a. ADMA Direct Marketing Code of practice

b. Australian E-Commerce Best practice Model

c. Australian Government Policy Framework for Consumer Protection in Electronic Commerced. Defamation, Copyright and privacy Laws

e. Regulations for Sweepstakes

f. anti-discrimination (Provide detailed explanation of 4 different relevant legislation)g Trades Practices Act1g74

h. Equat Opportunity

i. Free TV Australia Commercial Television lndustry Cod! of practice

4" What are the main stages of Marketing Research process

5. Discuss the Ansoff Matrix and the product Life Cycte (pLC).

6. Discuss the importance of swor analysis in a marketing plan.

7 ' Discuss in detail Market segmentation, positioning and Branding.

UESTION

The lmperial College of Australia

BSBMKG60SA Develop a marketing plan

1.

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which of the following information forms available to the marketing manager can usually be accessed morequickly and cheaply than other information sources?

a. Marketing intelligence

b. Marketing research

c. Customer profiles

d. lnternaldatabases

are products bought by individuals and organizations for further processing or foruse in conducting a business.

Consumer products

Services

lndustrial products

Specialty products

have contractual authority to sella manufacturer's entire output.

Selling agents

Rack jobbers

Manufacturer's agents

Purchasing agents

The orange juice manufacturers know that orange juice is most often consumed in the mornings. However,they would like to change this and make the drink acceptable during other time periods during the day.Which form of segmentation would they need to work with and establish strategy reflective of their desires?

a. Gender segmentation

b. Benefitsegmentation

c. Occasion segmentation

d. Age and life-cycle segmentation

2.

a.

b.

c.

d.

3.

a.

b.

c.

d.

4.

TIPLE CHOIC

The lmperial College of Australia

BSBMKG609A Develop a marketing plan

5. lf a company's objective were to reach masses of buyers that were geographically dispersed at a low cost

per exposure, the company would likely choose which of the following promotion forms?

a. Advertising

b. Personal selling

c. Public relations

d. Sales promotion

b. Successful depends on how well a company blends its people, organizational

structure, decision and reward systems, and company culture into a cohesive program that supports its

strategies.

Marketing strategy

Marketing control

Marketing analysis

Marketing implementation

consists of dividing a market into distinct groups of buyers on the basis of needs,

characteristics, or behaviour who might require separate products or marketing mixes.

.t

a. Product differentiation

b. Market segmentation

c. Market targeting

d. Market positioning

is the process of evaluating each market segment's attractiveness and selecting one

or more segments to enter.

Mass marketing

Market segmentation

Market targeting

Market positioning

a.

b.

c.

d.

7.

8.

a.

b.

c.

d.

The lmperial College of Australia

BSBMKG609A Develop a marketing plan

-o

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factors are the most popular bases for segmenting customer groups.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioural

10. According to the text, the most dramatic of the environments that affect marketing and appears to be now

shaping our world is the environment.

Natural

Demographic

Economic

Technological

*****GOOD LUCK*****

a.

b.

c.

d.