STUDENT ASSESSMENT PACK Unit Code BSBMKG501 Unit Title Identify and evaluate marketing opportunities Qualification BSB50215 Diploma of Business Unit Application This unit describes the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations. It applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media organisation. No licensing, legislative or certification requirements apply to this unit at the time of publication. Prerequisites Units N/A Co-assessed This unit is not co-assessed with any other unit Assessment Methods Assessment Task 1 – Project The student is required to analyse the scenario provided, and demonstrate the ability to identify, investigate and evaluate new market opportunities in relation to an organisation’s objectives. In addition, the student must communicate the viability of the new marketing opportunities to the key stakeholders. Assessment Task 2 – Written Test The written test assesses the student’s knowledge of how to identify new marketing opportunities and the techniques used to evaluate the marketing opportunities. Assessment Pack Content - Assessment Methods - Task Summary - Performance and knowledge evidence - Conditions and location of assessment Appendix: - Case study - VT257 Post Assessment Student Feedback FormBSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 2 | P a g e Student Assessment Information Performance & Knowledge Evidence You are required to demonstrate the following assessment requirements to achieve competency in this unit: Performance Evidence Evidence of the ability to:
identify and evaluate marketing opportunities to determine whether they can meet organisational objectives
document how current business operations need to be modified, and list resources required, to take advantage of newly identified and evaluated opportunities. Note: If a specific volume or frequency is not stated, then evidence must be provided at least once. Knowledge Evidence To complete the unit requirements safely and effectively, the individual must:
outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
describe organisational marketing plan, structure, products and services
explain principles of marketing and marketing mix
describe statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques. Assessment Outcomes
Multiple Choice Test: Students must answer all questions in the test correctly to achieve a satisfactory outcome
Written Test: Students must answer all questions in the test correctly to achieve a satisfactory outcome
Project: Students must fully complete the project addressing all the requirements to achieve a satisfactory outcome Achieving Competency Students must achieve a satisfactory outcome for all assessment methods for this unit, to be ‘deemed competent’. Plagiarism / Cheating If a student is caught cheating, that student will be asked to leave the computer lab. The test will be marked “Not Satisfactory” and the student will be subject to the penalties stated in the institute’s Academic Conduct policy regarding cheating. Assessor intervention There may be situations where your Assessor is required to intervene by providing more support. However, your Assessor will consider whether the intervention may compromise the integrity of the assessment which would mean that you may not demonstrate satisfactory performance independently. In instances where there is safety or OHS issues, then your Assessor will be prepared to intervene immediately to ensure your safety. Another instance to intervene will be when a student is found to be cheating or involved in plagiarism. Complaints and appeals If you are not satisfied with your results, you are encouraged to raise your concerns. Wherever possible, concerns should be discussed directly with your assessor. If an effective solution cannot be found, you may proceed to lodge a formal complaint or appeal; for this you will need to submit the ‘SS116 Student Complaint & Appeal Form’ to reception located at the head office. A response to the complaint will be made as quickly as possible. Where an appeal relates to an assessment decision, the institute will appoint the course coordinator/alternate assessor to validate the assessment judgement and evidence gathered. If you are still not satisfied with the internal appeal outcome, you may lodge an external appeal with an external body in accordance with the complaints and appeals policy.BSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 3 | P a g e Assessment Task 1 - Project Project Instructions Submission date Assessor to advise the student on submission date Submission requirements: You must write the report using Microsoft Word and the report must be submitted to the assessor in both hard and softcopy. Task Summary The student will be required to apply his/her skills and knowledge to identify and evaluate new marketing opportunities. This assessment task is a scenario based project, the student is required to analyse the organisation’s requirements and objectives in order to complete the assessment task. Task Details The student is required to assume the role of a Marketing Manager for the company ‘Burgers R good Pty Ltd’ located in Melbourne, Australia. The company is a fictitious company. The assessment is scenario based, therefore the student must ensure he/she has read and understood the information provided before commencing the assessment task. Scenario: The student must assume that he/she has recently been employed as the Marketing Manager of ‘Burgers R good Pty Ltd’ for its Melbourne head office, the company is one of the world’s largest chain of hamburger fast food restaurants, serving around 50 million customers daily in 100 countries across more than 45,000 outlets. Recently, the company has conducted market research and based on industry trends has developed three new products under a health- conscious banner in their Australian market: - “Gluten Free Burger” – the burger’s fillings will not contain gluten (an allergen commonly found in wheat) - “Green Burger” – the burger will contain super food vegetables. - “Dairy Free Burger” – the burger will only contain dairy-free products (no cheese or butter) The company has determined that the target market will be customers that are vegetarians or who have special dietary requirements. The management of Burgers R good Pty Ltd foresee that the release of a new burger is a new market opportunity. As introducing a ‘health burger’ that meets the needs of either vegetarians, dairy-free or gluten-free consumers could contribute to the growth of the business and enhance its competitive edge. Mr. David Scott, the business development manager of Burgers R good Pty Ltd has asked the marketing manager to investigate this potential marketing opportunity for the company. Burgers R good Pty Ltd is cashed up so investment is not a barrier. The company’s objectives are to keep relevant, as well as align their product range with the current trends of the market. This includes meeting the company’s overall financial objectives too. Part A: The student will be required to produce a report; the purpose of the report is to assist the Board of Directors to make an informed decision about the new marketing opportunity. The report must address the following requirements:BSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 4 | P a g e 1. Market Trends: a) Identify current market trends within the fast food industry, e.g. is there a demand for healthy fast food outlets or do any popular fast food outlets offer healthier options? b) Identify marketing opportunities in relation to the market trends c) Summarise the possible impact of these trends on the organisation d) Investigate these opportunities against the organisational objectives 2. Marketing opportunities and financial viability The student is required to perform the following in regards to “Gluten Free Burger”, “Green Burger” and “Dairy Free Burger”: • Investigate the marketing opportunities for each product • Assess whether the products fit with company’s goals and objectives • Evaluate how the opportunity may impact on current business and its customer base The student must determine the financial viability of the new marketing opportunity; the student is required to perform a detailed analysis of the following factors for each marketing opportunity: a) External factors: The student is required to perform the PESTLE (Political, Economic, Social, Technological, Legal and Environmental) analysis. b) Benefits: Outline the process to determine the financial viability of each marketing opportunity, including its probable return on investment. c) Risk: Identify any risks which may confront the company. Risks may include the following: financial or competitor risk Once all the three opportunities have been analysed, the student is required to recommend one of the marketing opportunities to the management of Burgers R good Pty Ltd that could make the most return on investment. 3. Development Strategy With the above opportunities to enter a new market, it is essential that the existing operations of the company are reviewed and appropriate changes or improvements are made if needed. The student is required to propose suitable changes to current operations and procedures. This may include but is not limited to: • How can they aim to increase demand for the new products? • How can they differentiate the new products from competitors? How can the company continuously improve the characteristics of new products? Moreover, the student is required to recommend the changes needed to meet the new market’s needs. Students should consider how the organisation may take advantage of viable marketing opportunities. The changes to the its current operations should focus on how to cater to an increased or different customer base including how the company can continue to deliver high quality to its existing customers and potential customers. This may include but is not limited to: • Staffing arrangements • Equipment requirements • Operational changes • Training and development programs Submission requirements: Students must write the report using Microsoft Word and the report must be submitted to the assessor in both hard and softcopy.BSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 5 | P a g e Part B: Students should communicate the viability of implementing these changes to current operations to key stakeholders (such as David Scott and the board of directors). Therefore, for this part of the assessment, each student is required to present the potential marketing opportunities to the Business Development Manager (the Assessor will act as Mr. David Scott). In the presentation, the student must be able to: - Identify and explain the 3 new marketing opportunities - Evaluate the identified marketing opportunities based on a variety of different factors - Determine the financial viability of each opportunity and rank them Submission requirements: Students must create the PowerPoint Presentation and they must be submitting both hardcopy and softcopy to the assessor. Expected Performance • Identify current market trends within the fast food industry • Identify marketing opportunities in relation to the market trends • Summarise the possible impact of market trends on the organisation • Investigate these opportunities against the organisation objectives • Investigate the marketing opportunities for each products • Assess whether the products fit with the company goals and objectives • Evaluate how the opportunity may impact on current business and its customer base • Required changes to current operation • Document how current business operation need to be modified • Determine and communicate viability of making changes to current operation to key stakeholders Equipment/ or any specific resources for the assessment: NOTE: Please refer to the training and assessment strategyBSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 6 | P a g e Assessment task 2 - Written Test Equipment/ or any specific resources for the assessment: NOTE: Please refer to the training and assessment strategy Written Test Instructions Date: Your assessor will set a date once you have completed all of the required learning activities Duration: 2 hours Location: Level 2, 228 Flinders Street, Melbourne, VIC, 3000
This test will normally be done in Baxter’s designated supervised classroom in the location specified above.
You may request support during the test.
You must arrive 10 minutes before assessment is due to start.
You will not be allowed to enter the assessment room once assessment has started.
This is a closed book test.
You must answer all questions in the test correctly to achieve a satisfactory outcome
If you are caught cheating, you will be asked to leave the assessment venue. The test will be marked “Not Satisfactory” and you will be subject to the penalties stated in the institute’s Academic Conduct policy regarding cheating and plagiarism.
You must bring your own stationery.
You are required to use black or blue pen. Assessments written in pencil or other coloured pen will not be accepted.
Liquid paper must not be used. If you make a mistake, you should put a line over the writing and re-write the answer again.
Please ensure that you have filled out your name, your ID and signature on the written test.
You are required to submit the written test after completion. Expected Performance:
outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
describe organisational marketing plan, structure, products and services
explain principles of marketing and marketing mix • describe statistical methods and techniques to evaluate marketing opportunities, including forecasting techniquesBSBMKG501 Identify and evaluate marketing opportunities BSBMKG501 Student Assessment Pack v4.1 7 | P a g e VT257 Post Assessment Student Feedback Form This form is to be completed by the student in order to gain feedback on the assessment and its process. This form will be completed upon the student gaining an overall assessment outcome per unit of competency. This form must be submitted to the Assessor. The student’s feedback is important for the institute’s validation processes; the information provided will be used to continuously improve the overall assessment. Student Name: Date (do not leave empty) __/__/20__ Unit Title & Code (do not leave empty) Qualification Title (do not leave empty) Instructions for Students: Please read each question carefully and then provide a comment for each including suggested improvements. We would appreciate any form of feedback in relation continuous improvement. If you require help in completing this form, please ask your assessor. Overall Information for Assessment Comments/ suggested improvement 1. Did you think you had enough instructions before starting the assessment? If no, please tell us how to improve it? 2. How did you find the level of language used and was it easy to read and understand? 3. Was enough time given to complete the assessment? If no, why? 4. Did you think the task/assessment was related to what you learnt in the unit - Rate from 1 (not at all) to 5 (very much) and explain why? 5. In order to do this assessment, did you expect any extra support? Example: more time to complete an assessment. If yes, please specify and note whether you received this support from your assessor 6. How relevant do you think the assessment task is for your (future) workplace? Rate from 1 (not at all) to 5 (very much). 7. How do you feel about the feedback you received from your assessor after you had finished your assessment? 8. Please give any other feedback or continuous improvement regarding this assessment Office use only: The feedback form must be submitted to the compliance department upon completion for tabulation and recording keeping purposes. Signature: ………………………………………….. Date: __/__/20__