Develop a Marketing Plan
STUDENT ASSESSMENT
Develop a Marketing Plan -
BSBMKG609
Task 1: Devise
strategies and plan marketing tactics
Performance objective
In this assessment task, you are
required to review and evaluate marketing opportunities for an organisation and
develop marketing activities that reflect strategic directions of the
organisation.
Assessment description
For the organisation outlined in
the case study provided, identify two marketing opportunities and evaluate each
opportunity for risks, strengths, weaknesses and alignment with organisational
objectives. After you have reviewed the opportunities, select the best-fitting
opportunity for the organisation and develop marketing strategies, approaches
and activities to take advantage of the opportunity.
Procedure
You are required to submit a report
that addresses all of the elements listed in the procedure. The report should
be structured using the headings below.
Organisational overview
1. Develop an organisational overview
that:
a. outlines the strategic direction
and organisational objectives
b. outlines the current size,
capabilities and resources of the organisation, including any notable strengths
and weaknesses
c. identifies any gaps between the
objectives and the current capabilities and resources.
Opportunities
1. Identify two marketing
opportunities that meet the objectives, and evaluate the risks and benefits of
each opportunity.
2. Recommend the opportunity that best
addresses organisational objectives and:
a. develop a marketing mix strategy
that fits within the capabilities and resources of the organisation
b. describe how your strategies align
with the strategic direction of the organisation, and give justifications for
your selection
c. detail a marketing performance
review strategy using an appropriate tool (competitive analysis, life cycle
model, value chain analysis, etc.) to review the performance of the
organisation against marketing objectives
d. include the metrics to be used in
measuring marketing performance.
Tactics
1. Detail the tactics necessary to
implement the strategy you have outlined, including:
a. scheduling of activities to enact
the strategy
b. costing
c. accountabilities and
responsibilities
d. a plan for coordinating and
monitoring scheduled activities, including KPIs.
2. Outline any legal and ethical
requirements that impact on the selected tactics.
3. Describe how the tactics fit within
identified organisational resources and capabilities.
Specifications
This assessment can be completed in
your own time, as you work through the related topics in either the Student
Workbook, or under the guidance of the assessor.
The assessment is due at the
completion of Section 2 of the Student Workbook unless another submission
time/method is suggested by your assessor.
Check with your assessor whether it
is appropriate to use a computer for the submission of the report (electronic),
or if the assessor requires a hard copy (printed) version.
You must provide:
●a report containing documents that
support all of the instructions outlined in the procedure above.
Your assessor will be looking for
whether you have:
●
identified
a suitable marketing opportunity
●
conducted
research to assess and analyse the market
●
prepared
a report outlining your marketing strategies to best take advantage of the
identified market opportunities
●organised
your report under the headings suggested in the procedure.
Task 2: Prepare
and present a marketing plan
Performance objective
In this assessment task, you are
required to develop a presentation and written report describing your marketing
strategies and activities, including clear descriptions of how your strategies
reflect organisational objectives.
Assessment description
In this assessment task, you are
required to review the strategies and tactics you devised in Assessment Task 1
and describe how they meet the requirements for the organisation. You also need
to develop a presentation of your marketing strategies that outlines the
strategies, your approaches and your reasoning for developing these. Your
presentation should incorporate feedback from key stakeholders.
Procedure
1. For the organisation outlined in
the case study materials from Assessment Task 1, and using the strategies and
tactics developed in Assessment Task 1, you will need to prepare a marketing
plan using the headings below.
a. Executive
summary – Provide an overview of the
organisation and the plan, which simply states what is to be achieved.
b. SWOT
analysis – Submit an overview of the
organisation’s strengths, weaknesses, opportunities and threats (analysed in
Assessment Task 1).
c. Marketing
objectives – Include the objectives of the
organisation (discussed in Assessment Task 1).
d. Strategies
– Outline the marketing opportunity
selected and strategies developed in Assessment Task 1.
1.
Include
your reasoning for the marketing mix decisions that you made and the strategies
you selected, referring to the SWOT, risk and gap analyses undertaken.
e. Implementation
– Provide an outline of the tactics
devised for implementation in Assessment Task 1. You need to provide your
reasoning for choosing these tactics, and outline the process for reviewing
performance.
2. When you have finished writing your
marketing plan, you need to:
a. liaise with your supervisor (your
assessor) to arrange a suitable time and format for presentation
b. present the plan to key
stakeholders (a group assembled by your supervisor) in the format specified by
the assessor and at an agreed time
c. allow for feedback on the plan from
stakeholders within your presentation.
3. During your presentation, you will
need to ensure you demonstrate:
a. the appropriate communication
skills to relate to a diverse range of people
b. the leadership skills to gain the
trust and support of stakeholders for the plan you present.
4. After you have presented your
report and incorporated feedback from key stakeholders, you need to revise and
send your final written report to your supervisor (your assessor).
Specifications
This assessment task can be
completed in your own time as you work through the related topics in either the
Student Workbook or under the guidance of the assessor.
The assessment will be due at the
completion of Section 3 of the Student Workbook, unless otherwise advised by
the assessor.
You must:
●
submit
and present a marketing plan that follows the
instructions as set out in the procedure above.
Your assessor will be looking for
whether you have:
●
followed
the instructions to develop a detailed marketing plan
●
structured
your plan according to the headings listed above
● sufficiently
justified your selection of marketing strategies and implementation tactics
●allowed an
opportunity to receive feedback during your presentation to key stakeholders
● demonstrated
the communication skills to convey your message succinctly.
References / recommended resources
Develop a marketing plan - BSBMKG609, 2015, 1st Edition,
Version 1, Innovation and Business Industry Skills Council Ltd Australia, East
Melbourne, VIC, Australia
●
/legis/wa/consol_act/da200599>.
To get solution visit our website www.sourceessay.com
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