BSB60215 Advanced Diploma of Business BSBMKG603 Manage the Marketing Process ASSESSMENT TASKS Mode | Classroom DeliveryBSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 2 of 12 BSBMKG603 Manage the Marketing Process Supporting: BSB60215 Advanced Diploma of Business; May also support other qualifications based on respective packaging rules © Le-Sharma Pty Ltd, 2016 Copyright: Provided under license from Le-Sharma Pty Ltd. All rights reserved. This document and its contents are protected by Australian and International copyright laws. 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Le-Sharma Pty Ltd ACN: 613 011 475BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 3 of 12 Unit of Competency : BSBMKG603 Manage the Marketing Process Total Delivery Hours : TBA Schedule : TBA Cluster/Term : TBA 1. Introduction This assessment pack contains all the assessment tasks that need to be completed for this unit of competency. ALL the given tasks must be completed and submitted as per the instructions provided. Supporting information and guidelines are provided separately in the "Assessment Guide", available from your trainer/assessor and online portal. 2. Unit Overview This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation. It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products. Detailed unit description, including performance criteria and competency evidence can be accessed online at; http://training.gov.au/Training/Details/BSBMKG603 View Unit Learning Outcomes On successful completion of this unit, the student/trainee will be able to;  Manage marketing performance  Manage marketing personnel  Evaluate and improve strategic marketing performance As well as demonstrating the performance criteria, to be assessed as competent, the student must demonstrate their ability to apply the required knowledge and skills in a range of situations. These are summarised in the unit description as provided in the link above. The students must familiarise themselves with all the competency requirements for this unit of competency and ensure that they have received all the relevant information and support, including assessment task and submission schedules, and any specific assessment requirements and conditions, from the trainer/assessor prior to undertaking these assessments. Unit Prerequisites There are no prerequisites for undertaking this unit of competency.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 4 of 12 3. Prescribed Text and Resources Kotler P. and Keller K., 2008, Marketing Management (13th Ed.), Prentice Hall, New Jersey Kotler P., Armstrong G., 2007, Principles of Marketing (12th Edition), Princeton Hall, New Jersey Ferrell O. C., 2007, Marketing Strategy (4th Ed.), South-Western College, Boston Other Online Resources Mind Tools: http://www.mindtools.com/ Business Balls: http://www.businessballs.com/ http://skills.business.qld.gov.au/running/marketing.htm http://www.smallbusiness.wa.gov.au/marketing http://marketingprinciples.com.au/ http://www.ami.org.au/ http://www.marketingmag.com.au/ http://marketing.about.com/ Harvard Referencing System Guide: http://www.unisa.edu.au/ltu/students/study/referencing/harvard.pdf http://www.swinburne.edu.au/lib/researchhelp/harvard_system.htmBSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 5 of 12 4. Assessment Tasks The following summative assessments are planned for this unit; # Assessment Task/Activity Type Assessment Method 1 Part A: Turin 2006 Olympic Games: Strategic Review Individual Written Part B: Develop Key Performance Indicators and a Communication Plan Individual Written 2 Group Project: Turin 2006 Olympic Games: Analyse Marketing Performance Individual Written These assessment tasks/activities have been described in detail in the following section. Task schedule to be advised by trainer/assessor based on the lesson and session plans.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 6 of 12 Assessment Task 1 Part A: Turin 2006 Olympic Games: Strategic Review Description: With a population of more than 900,000, Turin became the largest city ever to host the Olympic Winter Games in 2006. A record 2,508 athletes from 80 National Olympic Committees (NOCs) competed and 26 NOCs took home medals. For the first time, live video coverage of the Games was available on mobile phones. Video coverage was available in 18 countries on five continents. In another first, television viewers in Mongolia and Azerbaijan were also able to watch all the action. Surfing the internet for results proved popular too, with torino2006.org registering approximately 700 million page views (Source: olympic.org). The enclosed Olympic Marketing Fact File (ensure that you obtain a copy from your trainer/assessor) is a reference document on the marketing policies and programmes of the International Olympic Committee (IOC), the Olympic Movement, and the Olympic Games. The enclosed document provides an overview of marketing support for the Olympic Movement, data on the success of past Olympic marketing programmes, and information about the marketing programmes surrounding and supporting the Torino 2006 Olympic Winter Games. In this assessment task, you will be required to review the Olympic Marketing Fact File and prepare a brief report on various aspects of marketing process including;  Background/Context  Key features of the market program  Key trends and strategic areas addressed in marketing programs  Integration of various marketing components/programs (e.g. sponsorship, sharing of revenues, broadcasting and stakeholder partnerships) with overall marketing objectives  Key strategic aspects of marketing programs and objectives  Policy objectives for commercial initiatives and their relevance to marketing programs You may further research information on 2006 Turin Winter Olympics on olympic.org website. Please note, the review should be written in your own language and understanding. Merely cutting and pasting texts from the published documents will not be construed as a review. A review must scrutinise/examine all the major elements of the given document and contain your comments on their viability and/or effectiveness. Review, in the context of this assessment task, means as defined in the dictionary, "to examine with an eye to criticism or correction." All external sources must be cited using the Harvard Referencing System. A link to the referencing system is provided under suggested resources of this unit. You may also ask your trainer for more information. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work.  Undertook a comprehensive review of Turin 2006 Olympic Marketing Fact File as demonstrated in structure, contents and coherence of analysis/critique  The review demonstrates an understanding of the fundamental marketing process and integration of various marketing elements with respective strategies and marketing objectives  The review is within the scope of the topic and covers all the required areas/examination  Provided an overview of IOC and Turin OlympicsBSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 7 of 12  Fundamental objectives of Olympic marketing are analysed and referred to throughout the review  Identified and discussed key trends targeted under respective marketing programs  Key features of the marketing programs are summarised in own language and understanding  Discussed how the overall marketing initiative help the IOC achieve its key objectives  Strategic initiatives for partnership and sponsorship are reviewed and analysed  Summarised key policy initiatives for commercialisation of the Olympics  Examined and discussed the impact of policy initiatives on the devised marketing programs  Review is written in a formal style and appropriately structured with headings and subheadings to organise the contents  All external sources are cited using an appropriate referencing system Submission Guidelines Submit:  A hard copy of the review with appropriate assessment cover sheet Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 8 of 12 Part B: Develop Key Performance Indicators and a Communication Plan Description: Key Performance Indicators (KPI) are financial and non-financial metrics used to quantify objectives to reflect strategic performance of an organisation. A KPI is a key part of a measurable objective, which is made up of a direction, KPI, benchmark, target and time frame. KPIs are typically tied to an organization's strategy (dictionary.com). In this assessment task, you will use the same Olympic Marketing Fact File used in Part A, and develop both quantitative and qualitative KPIs (as applicable) for the each of the Fundamental Objectives of Olympic Marketing. You may develop more than one KPI from each of the objectives if necessary. You will also need to develop a brief communication plan as a suggestion for communicating the KPIs to respective personnel with the organisation. Ensure that your KPIs contain a direction, KPI, benchmark, target and time frame. You would have practiced developing KPIs in your learning sessions in this unit or some other units in the course prior to undertaking this task. If you have missed out on the lessons, request your trainer for copies of learning materials and familiarise yourself with KPIs. As KPIs are measurements of performance, they must be communicated to personnel who have the responsibility of implementing and realising specific objectives, strategy or actions. With this in mind, develop a brief communication plan that includes;  Aims and objectives  Key stakeholders (including individuals and teams)  Communication strategy  Communication tools and channels  General code of conduct  Feedback mechanisms  Key roles, responsibilities and accountabilities of stakeholders  Legislative context (e.g. privacy, access and equity, record-keeping) Both the KPIs and communication plan must be word processed and written as formal business documents. All external sources must be cited using the Harvard Referencing System. A link to the referencing system is provided under suggested resources of this unit. You may also ask your trainer for more information. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work.  Reviewed and extracted all the Fundamental Objectives of Olympic Marketing from the given document  Developed key performance indicators (KPIs) for each of the objectives  The KPIs are relevant to the objectives and incorporate direction, measure, target and time frame  Developed both qualitative and quantitative KPIs to address respective performance requirement  KPIs are realistic and demonstrate a real-life approach  Developed a communication plan to communicate the KPIs to key stakeholders  Stakeholders include individual personnel inside and outside the organisation (as applicable) as well as work teams within the organisation  Communication strategy is relevant and explicates how communication objectives will be realisedBSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 9 of 12  Communication strategy encompasses methods to communication the KPIs appropriate to the levels of knowledge, experience and specific needs of personnel  Communication strategy facilitates inter-team and inter-departmental communication to ensure contribution towards marketing processes  Marketing tools, including social media and electronic communication are included as solutions  Various marketing channels are conceived within the organisation that identify appropriate processes and levels of communication  Code of conduct for all medium and modes of communication is established for both individuals and teams  Relevant legislative requirements are researched and addressed relevant to communication and communication of information  Feedback mechanisms are established to encourage and capture feedback from all stakeholders  Information on use of feedback as a continuous improvement is provided for all stakeholders  Key responsibilities are conceived and outlined appropriate to the level/complexity of the task or objective  All external sources are cited using an appropriate referencing system Submission Guidelines Submit:  A hard copy of the KPIs with appropriate assessment cover sheet  A hard copy of the Communication Plan with appropriate assessment cover sheet Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 10 of 12 Assessment Task 2: Group Project You had completed a review of Turin 2006 Olympic Marketing Fact File in Assessment Task1, Part A. Subsequently, you had developed KPIs and a communication plan for IOC in Assessment Task1, Part B. As this assessment needs to be completed as a group project, group members may select a specific set of KPIs for this task; which could be KPIs developed by any of the team member of a mix of best KPIs from among the members. Following the 2006 Turin Olympics, IOC published a Marketing Report on performance of various marketing programs. A copy of the report is provided along with this assessment task. Ensure that you have obtained your copy from your trainer/assessor. Implementation of a successful marketing campaign needs to be evaluated based on a strong reporting and performance measurement platform. Most of the marketing performance measurement techniques have been automated in recent times and a number of "marketing dashboard" based application as available for use by organisations. However, fundamental understanding of marketing performance metrics and use of relevant statistical techniques are critical for a marketeer in any environment. Using the given Marketing Report of 2006 Turin Olympics, your group will be required to prepare a marketing performance report for IOC based on the KPIs you developed in Assessment Task2. Subsequently, the group will make recommendations to IOC for future improvements. There are various marketing variables that can be used to measure performance. However, in this task, your group will be measuring and evaluating activity, quality, cost, and time variables in this assessment task. Examples of some of the metrics include; Client Service Grid Marketing Strategy Matrix Profitability and ROI Customer satisfaction There is no restriction on format or type of metrics used as marketing metrics vary within the marketing literature. Your group may use other similar metrics. At least four metrics must be used. Along with the metrics, your performance report must also include;  An Executive Summary  A review of marketing outcomes against each of the Fundamental Objectives of Olympic Marketing  Any performance gap between Fundamental Objectives of Olympic Marketing and reported marketing performance  Performance review against each of the KPIs developed in Assessment Task1, Part B.  You recommendations for future improvements including new performance targets  A brief analysis of new and emerging trends (e.g. technology, social media etc.) that may impact of future marketing programs  Staff training and development requirements, including mentoring and coaching  Recommendations for future marketing strategy (strategic initiatives that can be undertaken) The performance report must be prepared as a formal document, assuming that it will be submitted to the IOC for future strategy consideration. A combined and collective group effort will be required to achieve this outcome. Groups are advised to allocate task, define responsibilities, provide support to each other and set group performance targets. Group formation should ideally be started at the beginning of the term.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 11 of 12 Consequently, as part of assessment criteria for this task, equal and active participation from all groups will be required. Each group will need to submit a group statement, signed by all group members, outlining their respective role and contribution in the project. Any problems or non-contribution from ant group members should be reported to the trainer/assessor at the earliest. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. The assessment will include both individual and group assessment. Both, individual and group criteria must be met for successful completion of this task. Group formation process must be completed in presence of an assessor. Group work and interaction completed during the sessions will be observed throughout the project duration. Your group must also maintain a group portfolio and keep records of all group meetings and communications. Individual:  Participated in group formation process and joined a project group  Communicated effectively with the group members and clarified own roles and responsibilities  Actively participated and contributed in group discussion  Completed own tasks as delegated by the group  Provided support to other group members as needed and helped achieve group outcomes Group:  Successfully formed the group  Assessed available skills and knowledge of each group (provide a skill assessment matrix/table) against expected performance/task areas  Defined roles and responsibilities of each group member  Identified and itemised project tasks  Delegated tasks to group members based on their skill and knowledge sets  Prepared Turin 2006 performance report based on KPIs with recommendations for improvements  Evaluated each Fundamental Objectives of Olympic Marketing against the KPIs and noted over or under performance issues, if any  Used a systematic approach towards performance measurement and structured the report in an effective format for review  The Executive Summary provides a synopsis of all the major elements of the report  Report is coherent and maintains a logical flow of contents based on evaluation, gap analysis and recommendation structure  Used marketing metrics to analyse marketing results in the areas of quality, cost, time and marketing activity  Metrics represent industry standards and are appropriately used in the context of this case  Metrics data is accurately depicted and/or calculated to arrive at performance outcomes  Metrics and KPIs analyses are used to develop recommendations for future improvements  Recommendations include staffing and staff training and development requirements  Recommendations are based on assumptions of future trends and provide strategic inputs for future strategy Submission Guidelines Submit:  A completed Turin 2006 Performance Report in hard and electronic copies  Signed group statement Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor.BSB60215| BSBMKG603 Manage the Marketing Process Learner's Guide | V 3.0 | Jan 2017 Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J Approved by: QAC | Next Review: Dec 2017 Page 12 of 12 Assignment Cover Sheet Copy and attach with each assessment task as needed. For group/team tasks, attach a separate sheet for each member. Student ID Batch/Group Student Name Unit Assessment Task - Title/Number Trainer/Assessor Task Type Individual Group/Team Date Submitted Note: Plagiarism/Cheating is a serious offence. If a student is found plagiarising/cheating, it may result in a penalty of suspension/cancellation of student's enrolment. In submitting their work, students must be aware of college's Plagiarism and Academic Misconduct Policy available in student handbook, college's website and student administration. Declaration of Originality: By submitting this assignment for assessment, I acknowledge and agree that:  This assessment task/work is submitted in accordance with the college's Plagiarism and Academic Misconduct Policy. I also understand the serious nature of academic dishonesty (such as plagiarism) and the penalties attached to being found guilty of committing such offence  No part of this assessment task/work has been copied from any other source without acknowledgement of the source  No part of this assessment task/work has been written by any other person, except to the extent of team and/or group work as defined in the unit/assessment task  A copy of the original assessment task/work is retained by me and that I may be required to submit the original assignment to the trainer/assessor upon request  The trainer/assessor may, for the purpose of assessing this assessment task/work: o Provide a copy of this assignment to another member of the faculty for review and feedback; and/or o Submit a copy of this assignment to a plagiarism checking service. I acknowledge that a plagiarism checking service provider may then retain a copy of this assessment task/work on its database for the purpose of future plagiarism checking Late submission: Late submission without a prior approval of the trainer/assessor will not be accepted and may delay the assessment outcome. You may also need to resubmit work as per college's Reassessment Policy. I declare that this assessment is my own work. Student signature: Date: Admin Use Only Received | Date Stamp Comments (if any) --------------------------------------------------------------------------------------------------------------------------------------------------- Student to retain this receipt as a proof of submitting Assessment. Student Name Student Number Course Unit Assessment Number Submission date Student Signature Teacher Signature