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 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
SSH to complete
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.
The marking criteria on the final page provide an indication for aspects to be covered during the presentation
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 –Developa 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)
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
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 e-business 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
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.
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 strategydeveloped 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:
? Why the research was conducted
? How the research was conducted (Internal and External Environment)
? How the informationfrom 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 usedfor the marketing activities
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:
? 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 NYS S NYS 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. ______________________________
The external environment has been analysed through a SWOT analysis:
1. ______________________________
2. ______________________________
3. ______________________________
4. ______________________________
Current comparative market information is provided:
? Best practice
? Information
? 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
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
