Assessment Tool BSBMKG609 Develop a Marketing Plan Version 7.0 April 2016 Level 2, 25 George Street, Parramatta, NSW 2150 Phone: +61 2 9633 1222 Fax: +61 2 9633 1888 Email: [email protected] Web: www.australisinstitute.nsw.edu.au ABN 17 120 701 911 | RTO ID 91630 | CRICOS ID 03173K   Table of Contents PRE-ASSESSMENT CHECKLIST 1 ASSESSMENT SUBMISSION SHEET 2 ASSESSMENT INFORMATION 3 GUIDE FOR PREPARING AND SUBMITTING ASSESSMENT 4 Preparation 4 Writing and Submitting the Assessment 4 Style Guide 5 ASSESSMENT TASK 1 – PRACTICAL: DEVELOP A MARKETING PLAN 6 1.1 CONDUCT A MARKETING AUDIT 6 Part A – SWOT Analysis 7 Part B – PEST Analysis 8 Part C – GAP Analysis 9 Part D – BCG Growth Share Matrix (Product Portfolio Analysis) 10 Part E – Five Forces Analysis 11 Part F – Evaluation of Marketing Opportunity Options 12 1.2 DEVELOP FEASIBLE STRATEGIES 13 1.3 PLAN ACHIEVABLE MARKETING TACTICS 13 Part A 13 Part B 14 Part C 14 Part D 15 1.4 SUBMIT DRAFT MARKETING PLAN 15 1.5 MEASURE MARKETING EFFECTIVENESS 16 1.6 FINALISE THE MARKETING PLAN 16 ASSESSMENT TASK 2 – PRACTICAL: PRESENTATION OF THE MARKETING PLAN 17 ASSESSSMENT CONDITIONS 17 PART A – PRESENTATION 18 ASSESSOR MARKING AND FEEDBACK FORM: PRESENTATION CHECKLIST 19 PART B – GUIDELINE FOR NEWCOMERS 20 ASSESSOR MARKING AND FEEDBACK FORM 21   Pre-assessment Checklist Candidate’s name: Units of competency: BSBMKG609 – Develop a Marketing Plan Trainer/Assessor: Date: Checklist Comments • Talked to the candidate about the purpose of the assessment. • Discussed the assessment environment and the process covering when the assessment will occur, where the assessment will occur, who will assess the candidate, and the feedback process. • Printed the unit outline and explained the unit of competency including each element, performance criteria, foundation skill, performance evidence, and knowledge evidence that the candidate will be assessed on. • Discussed the various methods of assessment, assessment instruments, submission requirements and the due date. • Discussed what resources are required to successfully complete this assessment. • Discussed what performance level is required for each assessment task. • Organised the necessary arrangements to meet the assessment conditions essential for the candidate to carry out each assessment task. • Ensured that the candidate read and understood the Student Assessment Handbook involving following concepts: • authenticity of candidate’s work • re-submission, re-assessment and study plan policy/procedures • appeals process • regulatory information • confidentiality procedures • Discussed special needs (if any) of the candidate and made the necessary arrangements. • Summarised information and allowed candidate to ask questions.   Assessment Submission Sheet Course Title Advanced Diploma of Business Course Code BSB60215 Unit Title Develop a Marketing Plan Unit Code BSBMKG609 Version 7.0 Created on April 2016 Please read and sign this assessment coversheet and submit it together with your assessment to your Assessor by the due date. Student Name Student ID Assessor Date Due Declaration I affirm that all work submitted in this assessment is my own work and does not involve plagiarism or teamwork other than that authorised for any particular assessment activity. I have read the Student Assessment Handbook under Section 2 Assessment Guidelines and understood the serious consequences in case this work is found plagiarised. Student Signature: Date Signed: ____/____/____ Assessor Use Only First Submission Date Re-submission Date Re-assessment Date 0S 0NYS ___/___/____ 0S 0NYS ___/___/____ 0S 0NYS ___/___/____ Feedback: Trainer/Assessor’s Comments: I hereby confirm that I have been given feedback from the Assessor and I agree with the assessment outcome. Student Signature Assessor Signature Date ___/___/______ Student Feedback on Assessment: Would you like to make any comments about this assessment? Assessment Receipt Student Name Student ID Course Code & Title Extension Granted Yes  No  Unit Code & Title Date Received ___/___/____ First Submission  Re-submission  Re-assessment  Received by   Assessment Information This assessment tool is designed to gather evidence on your knowledge as well as abilities to research, develop and present a marketing plan for a case study organisation, FitLife. It applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives. Also, it collects evidence on key foundation skills outlined in unit of competency details. Your Trainer/Assessor will go through the unit of competency at the very beginning of this unit explaining each element, performance criteria, foundation skill, performance evidence, and knowledge evidence that you will be assessed on via this assessment tool. You can find more information at: https://training.gov.au/Training/Details/BSBMKG609. This assessment is based on the case study initiative, FitLife, a privately owned Sydney based Australian health club chain with 70 health clubs and 182,000 active members in Australia. You will produce a marketing plan based on the information provided to you. Also, you will have a face-to-face interaction session with key stakeholders to present and collect feedback on your draft marketing plan. This simulation activity will be conducted in a nominated training room which your assessor will advise you closer to the assessment date. You will be assessed by your assessor individually without the presence of your peers. You will complete the assessment activities individually and not as part of a group. These FitLife stakeholders will be role played by AITE staff, where your Assessor will be interacting with you as the FitLife Marketing Manager throughout this case study. Note that your assessor will not take part during the consultation role play but will be observing you using the observation check sheet tabled in this document. Submission requirements for each task is clearly outlined under each task to give you guidance. The following document will be provided to you by your Trainer/Assessor to be able to undertake this assessment: • FitLife Strategic Plan. You may also need to conduct further research on the FitLife website and/or conduct external research. In order to be deemed competent in this unit you must obtain satisfactory outcome in each part of this assessment. You must abide with the rules outlined in the following section “Guide for Preparing and Submitting Assessment” when submitting your portfolio to your Trainer/Assessor. Remember! Your Trainer/Assessor is your best source of help. If you have any special needs, make sure you check with your Trainer/Assessor in advance of undertaking this assessment.   Guide for Preparing and Submitting Assessment Preparation • Read each task carefully, to make sure you know what is expected of you. Check whether the task has multiple parts, and make sure you answer all parts. • Word count for each activity is given under each task – make sure you conform to it. • Make sure you know the due date (and time) and check with your Trainer/Assessor for confirmation, if necessary. • Start well in advance of the due date. • Research widely and use a variety of reputable sources. Make sure you provide in-text citation and bibliography in Harvard Style. • Remember to observe the principles of academic honesty, as we do check assignments for plagiarism. Writing and Submitting the Assessment • Write and save your assignment as a Microsoft Word document to your computer. • Use single line spacing, 2.5cm (1 inch) margin and 11 pt font – preferably Calibri or similar. • Give a title to your assignment and use headings and subheadings when appropriate. • Include a Cover Page at the beginning of your assessment including the following: – Course Code – Course Name – Unit Code – Unit Name – Date of Submission – Your Student Number – Your Name and Surname (Middle Name if applicable) – Your Trainer’s/Assessor’s Name and Surname (Middle Name if applicable) • Number the pages in the bottom right hand corner. • Do not repeat the wording of the question in your assignment. Simply place appropriate headings and then start your answer. • Use the Word Count tool in Microsoft Word to calculate the number of words you have written. The word count should not include text appearing in tables, graphs, footnotes, captions and references. • Print and include any documents you use from the FitLife website and reference any other information for your assessor. • Save a back-up copy of your assessment on a portable storage medium, in case your computer fails or is stolen, and/or keep a printed copy. • When submitting your assignment, please submit it as one document – don’t submit the title page, the references and the body separately. If you do this, your assignment will be returned to you for re-formatting. • Refer to the Style Guide given on the next page for writing your assessment.   Style Guide You must submit your entire assessment in a professional portfolio format using the following guidelines as the format of your assessment: Language • Use formal and non-discriminatory language • Avoid informal terms: E.g.; Using “Yeah” rather than “Yes” • Avoid sexism in language Spelling • Use a spellchecker to ensure your portfolio is free of spelling errors. • Spell organisation/brand names as the organisation spells it. E.g.; iPhone Proofreading • Ensure the following in your portfolio: .1. correct use of grammar, spelling and punctuation .2. visual consistency and language consistency .3. coherent structure and consistent layout .4. readability and legibility in typography .5. tables have titles and aligned according to the page margins Headings and Subheadings • Use Cambria (Headings): H1: Main Heading (16pt) H2: Subheading Level 1 (14pt) H3: Subheading Level 2 (13 pt) • Use an initial capital for the first word only (unless the heading includes proper names and nouns): E.g.; Assessment Activity 1 • Use informative and intriguing wording • Using Boxed Headings is optional. Citation and Reference List • Use Harvard Style Guide • Insert in-text citation directly after the information being sourced from an external source. • Provide a Reference List (Bibliography) at the end of your portfolio • Each external image incorporated in your portfolio must be sited. Capitalisation • Use initial capitals for positions, personal names, placenames, nationalities, and groups of people E.g.; Chief Executive Officer – Alim Saiyed – Parramatta – Australia – Australian Lists • Use a colon to introduce the list, a comma before ‘or’/’and’ and a full stop at the end of the last item in the list. Use a bullet point as the first level and an en dash (-) as the second level E.g.; Students must enrol in: • Accounting units, • Marketing units, and • Business units - Manage Meetings - Make a Presentation. Font Use black as text colour and Calibri (Body) 11pt or 12pt for default text (See Headings and Subheadings for headings). Text alignment • Use text justification (Ctrl+J) for paragraphs. Spacing • Use 1.15 as line spacing. Printing • Use Moderate margins for printing (Page Layout  Margins  Moderate). • Print Black/White unless stated otherwise by your Trainer/Assessor. Privacy Principles • Visit the following page and familiarise yourself with Australian Privacy Principles http://www.oaic.gov.au/privacy-policy-summary   Assessment Task 1 – Practical: Develop a Marketing Plan Task 1 requires you to devise a strategy to market the Case Study situation for FitLife. To achieve this, create a Marketing Plan that includes the following tasks: 1.1 Conduct a marketing audit Assessment Conditions Access the following document from your Assessor: • FitLife Strategic Plan In this document, you are given a detailed information on the following: • Business Plan • Organisational structure • Situation Analysis covering consumer behaviour, market trends, market needs, market demographics • Overall strategic and marketing objectives • Current products & services and new product development strategy Conduct a marketing audit that will: • evaluate marketing opportunity options, • facilitate in developing feasible marketing strategies within the organisation’s projected capabilities and resources, • identify gaps between organisation’s current position and already established objectives, • assist in aligning strategies with organisation’s strategic direction, and • review organisational performance against current marketing objectives Your marketing audit must include the following marketing performance review strategies: Part A. SWOT Analysis (Situation Analysis – Internal) Part B. PEST Analysis (Macro-environment Analysis – External) Part C. GAP Analysis (Strategic Marketing Mix) Part D. BCG Growth Share Matrix (Product Portfolio Analysis) Part E. Five Forces Analysis (Market Dynamics Analysis) Part F. Evaluation of Marketing Opportunity Options Performance Requirements: Ensure that your marketing audit includes the marketing performance review strategies listed above. Ensure that your marketing audit is not generic and aligned with FitLife Case Study. Note: Marketing audit will provide you an extensive review of current industry products and services available within the health & fitness industry which incorporates growth, trends, issues, etc. This will enable you to develop a solid understanding towards marketing opportunity options. You must ensure that your marketing audit comprehensively applies each marketing performance review strategy tool. The following sections (Part A – Part F) will provide information on each marketing performance review strategy that must be included in your marketing audit to be deemed satisfactory.   Part A – SWOT Analysis Conduct a SWOT Analysis for the FitLife initiative. You may use a similar table as below. Internal Strengths Weaknesses • What advantages does your organisation have? • What do you do better than anyone else? • What unique or lowest-cost resources can you draw upon that others can't? • What factors mean that you "get the sale"? • What is your organization's Unique Selling Proposition (USP)? • What could you improve? • What should you avoid? • What are people in your market likely to see as weaknesses? • What factors lose you sales? External Opportunities Threats • What good opportunities can you spot? • What interesting trends are you aware of? • What obstacles do you face? • What are your competitors doing? • Are quality standards or specifications for your job, products or services changing? • Is changing technology threatening your position? • Do you have bad debt or cash-flow problems? • Could any of your weaknesses seriously threaten your business? Performance criteria: 1. this SWOT analysis must not be a ‘cut and paste’ from the FitLife Strategic Plan but your own interpretations 2. this SWOT analysis must be specifically aligned to the organisational objectives a. this SWOT analysis must be linked to general business objectives b. this SWOT analysis must be linked to specific marketing objectives c. this SWOT analysis must demonstrate if FitLife has the resources and internal competency to meet these objectives 3. you must list five items for each dimension of this SWOT analysis i.e. strengths, weaknesses, opportunities and threats 4. word count is not critical, however, you must address each internal and external dimension with accurate information.   Part B – PEST Analysis Conduct a PEST Analysis for the FitLife initiative. Ensure that you elaborate on each element with adequate level of detail to be deemed satisfactory. You can use a similar table as below. Elements Factors Political • When is the country's next local, state, or national election? How could this change government or regional policy? • Could any pending legislation or taxation changes affect your business, either positively or negatively? • How will business regulation, along with any planned changes to it, affect your business? And is there a trend towards regulation or deregulation? • How does government approach corporate policy, corporate social responsibility, environmental issues, and customer protection legislation? What impact does this have, and is it likely to change? • What is the likely timescale of proposed legislative changes? • Are there any other political factors that are likely to change? Economic • How stable is the current economy? Is it growing, stagnating, or declining? • Are key exchange rates stable, or do they tend to vary significantly? • Are customers' levels of disposable income rising or falling? How is this likely to change in the next few years? • What is the unemployment rate? Will it be easy to build a skilled workforce? Or will it be expensive to hire skilled labor? • Are there any other economic factors that you should consider? Socio-Cultural • What is the population's growth rate and age profile? How is this likely to change? • Are generational shifts in attitude likely to affect what you're doing? • What are your society's levels of health, education, and social mobility? How are these changing, and what impact does this have? • What employment patterns, job market trends, and attitudes toward work can you observe? Are these different for different age groups? • How do religious beliefs and lifestyle choices affect the population? • Are any other socio-cultural factors likely to drive change for your business? Technological • Are there any new technologies that you could be using? • Are there any new technologies on the horizon that could radically affect your work or your industry? • Do any of your competitors have access to new technologies that could redefine their products? • Are there existing technological hubs that you could work with or learn from? • Are there any other technological factors that you should consider? Performance criteria: 1. this PEST analysis must not be a ‘cut and paste’ from the FitLife Strategic Plan but your own interpretations 2. this PEST analysis must cover all of the factors listed above: a. you may need to conduct additional research to provide quality responses b. you must show reference to external resources (if applicable) c. your responses to these factors must be specific and relevant to the FitLife industry 3. word count is approximately 100 words per element.   Part C – GAP Analysis GAP Analysis evaluates the difference between the organisation’s current position and its desired future. Gap Analysis results in development of specific strategies and allocation of resources to close the gap. It is a powerful tool for helping marketing executives to decide upon marketing strategies and tactics. You can close the gap by using tactical approaches. The marketing mix is ideal for this purpose. The image below outlines how a GAP Analysis can be mapped with the strategic marketing mix. Performance criteria: 1. conduct a GAP analysis for each of the specific marketing objectives outlined. 2. using the SWOT analysis from Task 1.1 Part A, identify where gaps exist for each objective 3. using the table below, develop a strategy for each gap outlining how it will bridge the gap Marketing Objective Gap Actions Bridging the Gap 4. these strategies must be S.M.A.R.T 5. these strategies must be aligned to the organisational objectives 6. word count is approximately 25 words per strategy.   Part D – BCG Growth Share Matrix (Product Portfolio Analysis) Portfolio Analysis is used to develop a relationship between two or more variables which have been judged by the marketing manager to be of significance in a given strategic planning context. The Boston Matrix helps you to classify your organization's business units, product lines or products, based on their market growth and market share. In turn, this helps you to determine which products warrant future investment and which you might need to abandon or sell. The image below outlines how the members of the BCG Matrix are mapped with relative market share and market growth. Performance criteria: 1. analyse the BCG Growth Share Matrix Analysis from the Strategic Plan 2. write a summary addressing the following: a. which services should FitLife invest and why b. how these investments could contribute to the success of FitLife’s marketing objectives c. which services should FitLife drop and why d. how these drop outs could contribute to the success of FitLife’s marketing objectives e. which direction should FitLife go based on the current situation in order to achieve the specific marketing objectives 3. align your analysis with the Case Study initiative 4. clearly identify where your value offering sits on your matrix (star, cash cow, question mark, or dog) 5. elaborate on market growth and market share relative to your value offering 6. discuss the relationship between your value offering, cash generation and cash use 7. justify your analysis with adequate level of information 8. word count was approximately 300 words in total.   Part E – Five Forces Analysis Performance criteria: 1. using the table format below, conduct a Five Forces Analysis of the business in relation to this initiative 2. ensure that you identify at least three elements for each force 3. these elements must be specific and relevant to FitLife’s industry 4. your responses must be accurate 5. your responses must refer to the current competitors and their financial stability 6. your responses must refer to the current market environment 7. your responses must refer to the current market dynamics The Threat of New Entry • • • • Supplier Power • • • • Competitive Rivalry • • • • Buyer Power • • • • Threat of Substitution • • • •   Part F – Evaluation of Marketing Opportunity Options Performance criteria: 1. using the table below, evaluate the marketing opportunity options tabled below 2. you must add at least three marketing opportunity options at the end of the table 3. these must be relevant to the FitLife Case Study 4. these must refer to current market trends 5. these may be quantitative or qualitative 6. tick either Yes or No under the ‘Feasible’ column 7. provide your rationale for each of the marketing opportunity option 8. your rationale must align to the organisational objectives 9. your rationale must refer to the organisation’s internal competency (refer to SWOT) and financial stability 10. word count for each rationale is approximately 25 words. Marketing Opportunity Option Feasible? Yes/No Rationale Strategic alliances and cooperative business models New products or services to target specific markets Greater market penetration with existing products or services Take-overs New businesses and franchising Other 1 Other 2 Other 3   1.2 Develop Feasible Strategies Performance criteria: 1. for each marketing mix, develop at least two feasible strategies that you would recommend FitLife should use to market the Case Study initiative 2. you must ensure that they are consistent with the organisation’s projected capabilities and resources 3. these strategies are aligned with organisation’s strategic business and marketing objectives 4. for each strategy, justify your reasoning for including it 5. for each strategy, discuss how they are in line with overall business strategy 6. word count is not critical for the strategy, however, 25 words per rationale and per alignment. Marketing Mix Strategy Rationale Alignment Product Price Promotion Placement 1.3 Plan achievable marketing tactics This task requires you to plan achievable marketing tactics within organisation’s projected capabilities and budget. Note that your tactics must meet legal and ethical requirements to be deemed satisfactory. Part A Performance criteria: Create a tactical plan for each marketing strategy you developed in Task 1.2. To be deemed satisfactory, make sure you detail your tactics in terms of scheduling, costing, accountability and ownership. You can use a similar table as below. Note: you must list at least three tactics per marketing mix to be deemed satisfactory. Product Tactics Owner Cost Schedule Accountability 1. 2. 3. Price Tactics Owner Cost Schedule Accountability 1. 2. 3. Promotion Tactics Owner Cost Schedule Accountability 1. 2. 3. Placement Tactics Owner Cost Schedule Accountability 1. 2. 3. Grand Total (Total Cost) (Total Timeline)   Part B The Product Lifecycle model (PDLC) describes how products go through the four phases of Introduction, Growth, Maturity and Decline after they are launched. Each phase requires a different mix of marketing activities to maximise the lifetime profitability of the product. It provides a useful guide to marketing tactics that may be most appropriate at a given time. Performance criteria: 1. based on your analysis of FitLife marketing mix, discuss which phase your product fits within the PDLC 2. you must elaborate on your standpoint with adequate level of detail to be deemed satisfactory 3. this elaboration must include an analysis of your value offering’s entire biological lifecycle i.e. introduction, growth, maturity and decline 4. this elaboration must not be generic, instead, be specific and relevant to FitLife case study initiative 5. word count is approximately 50 words per lifecycle stage. Part C As a product moves from a lifecycle phase to another lifecycle phase, the elements of the marketing mix used to promote them change. Performance criteria: 1. discuss what tactics you would recommend FitLife should use during each phase of the PDLC 2. you must discuss all of the four phases with adequate level of detail 3. complete the table below 4. you must list at least two tactics per PDLC phase 5. your answers must be relevant and specific to the FitLife case study initiative 6. your costs must be realistic 7. your calculations of total must be accurate. Introduction Tactics Owner Cost Schedule Accountability 1. 2. Growth Tactics Owner Cost Schedule Accountability 1. 2. Maturity Tactics Owner Cost Schedule Accountability 1. 2. Decline Tactics Owner Cost Schedule Accountability 1. 2. Grand Total (Total Cost) (Total Timeline)   Part D Performance criteria 1. write a section on how the tactics you developed throughout Task 1.3 meet the legal and ethical requirements 2. your responses must be specific to the Case Study initiative 3. you must include the following in your response: • legislation, codes and regulations • discrimination legislation • privacy • ethical principles • work health and safety 4. you must link each item with legislative instruments a. these instruments must be current b. these instruments must be accurate and specific to the marketing context 5. you must explain each item addressing the relevancy to the case study 6. the word count for each explanation is approximately 50 words 7. you must insert citation for your research following the prescribed citation format (refer to the ‘Style Guide’). 1.4 Submit draft marketing plan Once a tactical implementation plan has been developed, stakeholders must objectively review and evaluate the effectiveness of the marketing plan in order to appraise its effectiveness. The use of regularly scheduled evaluations provides an opportunity to make slide corrections if needed to ensure that the marketing objectives will be met. Often it is possible to prevent major problems before they occur. Performance criteria: 1. send an email to your Marketing Manager (your Assessor in this case) for review 2. the content of this email must include the draft marketing plan (version 1.0) 3. the content of this email must request for a feedback from the Marketing Manager 4. ensure feedback is received from the Marketing Manager 5. adjust your marketing plan in response to the feedback from your Marketing Manager 6. the content of this feedback will include a the deadline for the second review to make the necessary adjustments and submit the amended version (Task 1.6).   1.5 Measure marketing effectiveness Key Performance Indicators (KPIs), help an organisation to continuously define and measure performance towards organisational objectives and budgets. Metrics define what is to be measured and can be used to track trends and productivity. Typically, the metrics tracked are key performance indicators. Performance criteria: 1. list six general marketing metrics to measure the effectiveness of your marketing plan 2. these metrics must be aligned with your marketing tactics 3. these metrics must be in line with the marketing strategies 4. these metrics must be consistent with the general and marketing objectives 5. for each marketing metric you listed, create an example of how it can be implemented 6. this implementation must be relevant and specific to the marketing metric 7. word count for the implementation is approximately 25 words 8. use the table below to carry out this task. Marketing Metric Example of Implementation 1.6 Finalise the Marketing Plan Performance criteria: 1. submit your draft marketing plan (version 2.0) to your Trainer/Assessor for a second review 2. adjust your marketing plan in response to the feedback from your Trainer/Assessor 3. once you present your Marketing Plan in Assessment Task 2, you will be given a final feedback by your audience from diverse backgrounds with diverse abilities as well as your Trainer/Assessor 4. your Trainer/Assessor will give you the final deadline to make the necessary adjustments and submit the finalised version. 5. reference any other information for your Assessor. 6. you must submit your marketing plan to your Trainer/Assessor for approval on time without requesting extensions – this is a requirement of the assessment due to timely project delivery 7. you must ensure that your marketing plan follows the prescribed format (refer to section: Guide for Preparing and Submitting Assessment).   Assessment Task 2 – Practical: Presentation of the Marketing Plan This assessment task requires you to communicate your marketing plan to key stakeholders who are from different levels of the organisation. You must demonstrate your ability to clearly communicate your findings with your audience. To be deemed satisfactory, you must interact with the audience and be able to respond to all of their queries, which will enable you to gain their trust and confidence. Assessment Conditions You must make this presentation professional, delivering the materials with confidence and being knowledgeable and flexible in responding to queries and feedback (see criteria in the checklist below). All resources must be provided to candidates in order to facilitate in delivering their presentation. This may include: • Internet • Speakers • White board • Training Room • Board markers • Printing facilities • Overhead projector • Computer workstation • Microsoft PowerPoint (2007-2016) (You only need to provide a USB with the downloaded presentation (in PowerPoint)). Your presentation must cover all aspects of the marketing plan in summarised form so that you can clearly communicate this material in a maximum time of thirty (30) minutes. Prepare a presentation. Dress up professionally. Design a PowerPoint presentation to be presented to your group. Your assessor will be assessing you on your presentation and responses using the checklist given in the following pages (refer to the section Assessor Marking and Feedback Form: Presentation Checklist below). During your presentation, you will be given a final feedback by your audience from diverse backgrounds with diverse abilities, including your Trainer/Assessor. This will give you a final opportunity to adjust your marketing plan in response to feedback before the final deadline. Your Trainer/Assessor will give you the final deadline to make the necessary adjustments and submit the finalised version. You must submit your marketing plan to your Trainer/Assessor for approval on time without requesting extensions – this is a requirement of the assessment due to timely project delivery. Also, you must ensure that your marketing plan follows the prescribed format (refer to section: Guide for Preparing and Submitting Assessment). This simulation activity will be conducted in a nominated training room which your assessor will advise you closer to the assessment date. You will be assessed by your assessor individually without the presence of your peers. You will complete the assessment activities individually and not as part of a group. These FitLife stakeholders will be role played by AITE staff, where your Assessor will be interacting with you as the FitLife Marketing Manager throughout this case study. Note that your assessor will not take part during the consultation role play but will be observing you using the observation check sheet tabled in this document. Your assessor will set up this simulation so that it is fair, valid and reliable. To do this they will: • ensure that other students are not role playing the stakeholders (fairness) • ensure that their role is observation of the simulation and not play any role in the scenario (reliability) • ensure that they have selected “actors” to role play the stakeholders (reliability and validity).   Part A – Presentation You have been invited by FitLife Head Office in Brisbane to present your Marketing Plan to a time-pressed group of senior executives attending from various destinations. The senior management team will be attending to your presentation consists of the following: • Chief Sales Officer • Chief Executive Officer • Chief Marketing Officer. The total duration of the presentation is 30 minutes including the Question & Answer session. Performance criteria: • To demonstrate culturally appropriate communication skills, you must ensure that during your presentation as well as interaction with the audience, you must adapt to the cultural requirements of the stakeholders as they are from diverse backgrounds with diverse abilities. • To demonstrate your leadership skills, you must do the following: ­ clearly communicate your findings with the audience effectively with confidence ­ field at least 10 questions from the stakeholders ­ encourage stakeholders to raise their queries ­ response to all queries raised by the audience ­ apply techniques to control the flow of information ­ inspire the audience through positive, genuine and forthright manner • Your presentation must incorporate the following (not given in an exact order) areas from your marketing plan: ­ Marketing opportunity options including marketing audit ­ Marketing goals, objectives, strategy and tactics ­ Marketing performance review strategy ­ Marketing control, review and monitor strategies & tools ­ Legal and ethical requirements ­ Marketing approaches ­ Marketing mix ­ Industry products and services. • Actions within presentation must demonstrate all the criteria listed in the presentation check sheet.   Assessor Marking and Feedback Form: Presentation Checklist Assessor Use Only Assessors please tick if the evidence supplied is enough to demonstrate satisfactory performance. Also, write comments on the quality of this evidence. Performance Criteria S NYS Comments 1. Criteria & Content • included introduction, development of ideas, and conclusion • supports subject and central message with details and examples • clearly defines and explains subject and central message • places ideas in clear, concise, and logical order • delivered on a timely manner 2. Culturally Appropriate Communication Skills • maintained eye contact, appropriate facial expressions, posture and gestures • supported the verbal message with appropriate vocal pitch, tone and pace • stayed focused on subject throughout the presentation • matched their language and style to suit the subject, the formality of the situation, and adapted to the cultural requirements of the stakeholders • used techniques to engage the audience 3. Leadership Skills • clearly communicated their findings with the audience effectively with confidence • fielded at least 10 questions from the stakeholders • encouraged stakeholders to raise their queries • responded to all queries raised by the audience • applied techniques to control the flow on information • inspired the audience through positive, genuine and forthright manner • dressed appropriately and looked professional • avoided nervous hand movements Final Results: S/NYS Final Comments: Assessor Initials: Date:   Part B – Guideline for Newcomers Read the Scenario below and provide your responses in your choice of word processing software (such as Microsoft Word 2013, OneNote, Apache OpenOffice, etc.) or a desktop publishing software (Microsoft Publisher, Adobe InDesign, Pages, etc). You will then attach your responses to your portfolio and submit to your Trainer/Assessor. Scenario The Chief Marketing Officer is now back from China and she has called you to create a guideline for future newcomers on the following basis: • how to communicate effectively from culturally diverse stakeholders • how to use communication constructively to develop and maintain effective relationships, mutual trust and confidence • how to motivate team members as a leader. Performance criteria: 1. each of the following area must be covered in your guideline a. Cultural sensitivities b. Cultural beliefs c. Cultural values d. Cultural practices e. Cultural expectations f. Cultural attitudes g. Effective communication strategies h. Cross-cultural communication i. Communication aids, techniques and methods j. Leadership attributes for motivating others including: i. Ethical leadership ii. Motivational and inspirational activities iii. Communication strategies iv. Coaching and building team activities v. Key leadership indicators 2. your guideline must include specific and relevant information addressing each of the three areas 3. word count is not critical, however, the length of this guideline is one full A4 page with moderate margins 4. this guideline must conform to the standards as stipulated in the ‘Style Guide’ section provided at the beginning of this Candidate Guide.   Assessor Marking and Feedback Form Assessor Use Only Assessors please tick if the evidence supplied is enough to demonstrate satisfactory performance. Also, write comments on the quality of this evidence. Assessment Task S NYS Comments Assessment Task 1 – Practical – Develop a Marketing Plan Task 1 Q1.1 Part A Part B Part C Part D Part E Q1.2 Q1.3 Q1.4 Q1.5 Q1.6 Assessment Task 2 Part B Final Result: S / NYS Final Comments: Assessor Initials: Date: