ASSESSMENT SUMMARY SHEET • This form is to be completed by the assessor and used a final record of student competency. • All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before placing on the students file. • Student results are not to be entered onto the Student Database unless all relevant paperwork is completed and attached to this form. Student Name: Student ID No: Final Completion Date: Unit Code: BSBMKG603 Unit Title: Manage the Marketing Process Please attach the following documentation to this form Result Assessment Marketing Plan Management and Staffing Support Plan (Project) S / NYS / DNS Final Assessment Result for this unit C / NYC Feedback is given to the student on each Assessment task Yes / No Feedback is given to the student on final outcome of the unit Yes / No Student Declaration I have been assessed in a fair and flexible manner. I understand that the Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback. Name: Name: Signature: Signature: Date: Date: ASSESSMENT COVER SHEET Details of Assessment Term and Year Term 2 2017 Assessment Type Marketing Plan Management and Staffing Support Plan (Project) Due Date Lecture Hall Student Name: Student ID No: Date: Qualification: BSB60215 Advanced Diploma of Business Unit Code: BSBMGT603 Unit Title: Manage the Marketing Process Assessor’s Name Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Sydney Metro College’s (SMC) Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback. Name: Name: Signature: Signature: Date: Date: Student was absent from the feedback session.   Assessment/evidence gathering conditions Each assessment component is recorded as either Satisfactory (S) or Not Satisfactory (NS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS (Not Yet Satisfactory) is eligible for re-assessment. Resources required for this Assessment • All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint • Upon completion, submit the assessment printed copy to your trainer along with assessment coversheet. • Refer the notes on SMC eLearning (Moodle) to answer the tasks • Any additional material will be provided by Trainer Instructions for Students Please read the following instructions carefully • This assessment is to be completed according to the instructions given by your assessor. • Students are allowed to take this assessment home. • Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within 2 weeks of the assessment due date. • Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency. • If you are not sure about any aspect of this assessment, please ask for clarification from your assessor. • Please refer to the College re-assessment and re-enrolment policy for more information. Procedures and Specifications of the Assessment As part of this assessment, you will need to ensure that you understand the mission and strategic objectives of your organization, in particular the marketing objectives, policy and procedures documents on staff interactions and staff training; and legislation requirement that would cover areas such as copyright laws, privacy laws, Trades Practices Act, Direct Marketing Code of Practice and defamation laws. You will need to develop plans for managing the marketing activities for the organization, with specific attention paid to the integration of marketing and sales activities and the delegation of roles and responsibilities to individuals and teams within the organization. You will need to develop materials to communicate the marketing objectives and management processes for the marketing plan for a range of staff and stakeholders, and will need to monitor and review the progress of the marketing objectives over time. An understanding of relevant economic, social and industry directions, trends and practices will be required to assist completion of the assessment. In addition, you will need to develop plans to establish strategies for coaching and mentoring staff, providing feedback and when necessary, instigating corrective actions to ensure that marketing objectives are being met. Legislation requirements will also need to be addressed. You must provide: ● A management plan (in a report format) for the marketing activities, with clear strategies and actions for the achievement of marketing objectives including meeting details with CEO Your assessor will be looking for: ● Evidence that you analyzed and identified the needs of the case study, and reflected these in the management plan you have developed. Case study You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. No expansion stores are planned during this phase of consolidation and on average, the stores achieved $24,680 per week for the year. The next six months of the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period. In particular, you should focus on magazine advertising and PR, together with in-store promotions and web based promotions. You are assisted in the marketing role by Marie and Tony. Marie manages the advertising/PR while Tony is a specialist search engine optimizer and webpage designer. You enjoy taking responsibility for the in-store promotions because it keeps you connected with the key personnel and the trends in merchandise category sales. Lamberts Consulting are also a preferred supplier of market research, marketing audits and marketing consultancy. The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of ten percent in the coming year. The next six-month campaign is designed to take advantage of the seasonal growth in bathroom fittings and mirror categories with linkages to the other two categories of Houzit: bedroom fittings and decorative items. Some of the leading home-ware magazines are selling advertising space with the opportunity of a PR write up in their magazine and website. You see this as a key driver in achieving the marketing objectives because you are aware that your major competitor is slashing their advertising budget and putting what they have into sponsorships. It is planned that the in-store displays will feature these advertising visuals and link the featured products with other areas in Houzit’s assortment. At the same time, the Houzit’s web page will also carry the advertising visuals on the home page and will use the PR copy in article marketing on popular article content sites. The webpage will be targeted towards the key words found in the PR article and featured in the advertising of ‘stylish bathroom’ and ‘exotic mirrors’. These keywords will also be secured via pay-per-click traffic directing. All advertising, PR and in-store displays will carry the web address line of ‘Find us at www.houzit.com’. To date, the webpage has simply been about company and product information with no opportunity for customers to order and pay online. This is one area that Lamberts Consulting has recommended to the board as an area that should be considered in the distribution channel options. You have been asked to fit this into the plans over the next six months. Lamberts has also alerted the company to the fact that the strong Australian dollar was making their imports cheaper to buy, putting pressure on the local suppliers to match prices. As a result, some of your competitors have signaled a drop in the retail price of their quality imported home-wares. Imports were usually an area of high margins for the company and any loss there could be a serious issue. Monitoring both the Australian dollar and competitor prices has been set as a priority for the coming six months. The board has set a benchmark of 15% of new sales generated as an appropriate customer acquisition cost. This is a KPI that the board wants monitored along with the market share percentage.   Assessment Questions Using the case study information provided, develop a management plan for the marketing activities being conducted within your organization. This should include information under the following headings: 1. Marketing activities: Review proposed marketing activities and accompanying information to identify and describe three activities that show the potential for the organization (within the established marketing objectives). 2. Integration of organizational activities: Discuss and prepare a brief summary describing how the range of marketing, promotional and sales activities (detailed in the provided case study information) can be integrated to ensure the achievement of the established marketing activities. 3. Monitor progress: Monitor the product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organizational requirements. Monitoring progress would also involve an evaluation of statistical and data techniques to measure marketing performance. 4. Distributing and pricing: Review the proposed models for distribution and pricing of product, and describe how this should be adjusted to allow for the market fluctuations (as identified in the case study). 5. KPIs: Provide a plan for how progress (using the metrics of return-of-market-investment and market share) can be measured against performance targets, to ensure that marketing requirements are being met. 6. Develop a communications strategy: Once you have provided the information above, you need to meet with the CEO (your assessor), and discuss with them the information you have gathered about the proposed marketing activities and your management plan. 7. Delegation of roles and responsibilities: Develop draft staffing proposals for the delegation of roles and responsibilities for various marketing activities and efforts within your organization. 8. Communication: Describing the communication strategies to be put in place to assist individuals in working together to achieve marketing objectives. 9. Team support/ development strategies: specific strategies for mentoring and coaching of staff throughout the period of the proposed marketing activities 10. Feedback: a model and mechanism for providing feedback to staff throughout the process   Assessment template Houzit Management Plan for Managing the Marketing Process Prepared by   Table of Contents Page Executive Summary 1. Marketing activities 2. Integration of organizational activities: 3. Monitor progress: 4. Distributing and pricing: 5. KPIs 6. Develop a communications strategy 7. Delegation of roles and responsibilities 8. Communication 9. Team support/development strategies 10. Feedback mechanisms Conclusion   Executive Summary 1.0 Marketing activities: Review proposed marketing activities and accompanying information to identify and describe the activities mentioned below that show the potential for the organization (within the established marketing objectives). Type of marketing activities Outcomes (what is the result from implementing the said activities?) Evaluation (what is your opinion on the said outcomes?) In-store promotions Magazine advertising Public relations Webpage   2.0 Integration of organizational activities: Discuss and prepare a brief summary describing how the range of marketing, promotional and sales activities (detailed in the provided case study information) can be integrated to ensure the achievement of the established marketing activities. Integrated organizational activities Outcomes How does it impact: Marketing Promotions Sales Public relations Feature articles linking to Webpage Advertising linking to Webpage Search words in internet engine linking to feature articles   3.0 Monitor progress: Monitor the product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organizational requirements. Monitoring progress would also involve an evaluation of statistical and data techniques to measure marketing performance. Policies Impacted by Marketing performance evaluation Market changes Marketing objectives Organizational requirements Product Product Liability Regulation (enforced by ACCC) Pricing Seasonal period Distribution Trade Practices Act Marketing communications Copyright Law Privacy Law Direct Code of Marketing Practice   4.0 Distributing and pricing: Review the proposed models for distribution and pricing of product, and describe how this should be adjusted to allow for the market fluctuations (as identified in the case study). Marketing factors Proposed marketing outcomes What are the considerations for adjustments required? Distribution Dependent on its 15 stores in Brisbane and it has been their business model that is working well and efficient. In the coming months, Houzit intends to improve its sales performance to achieve an increase of 8.5% over the previous years’ sales. Pricing Australian dollar against foreign exchange in terms of importing products - explain Monitor competitors’ pricing - explain 5.0 KPIs: Provide a plan for how progress (using the metrics of return-of-market-investment and market share) can be measured against performance targets, to ensure that marketing requirements are being met. Discuss what are the resources required to attain the desired outcomes. Performance metrics Implementation Resources required Monitoring and control Return-of-Market-Investment Return on marketing investment (ROMI) is a metric used to measure the overall effectiveness of a marketing campaign to help marketers make better decisions about allocating future investments. The use of ROMI is predominantly for measuring online marketing performance, though integrated campaigns that span print, broadcast and social media may also rely on it for determining overall success Market Share (The firm’s performance relative to competitors can be measured by the proportion of the market that the firm is able to capture, i.e. Market Share = Firm’s Shares/ Total Market Sales)   6.0 Develop a communications strategy: Once you have provided the information above, you need to meet with the CEO (your assessor), and discuss with them the information you have gathered about the proposed marketing activities and your management plan. Stakeholders Key messages Lead by Delivery Method Date Length of session Location • B.O.D. • Senior Managers (Marketing & Sales, Finance, HR, Operations & Logistics) • Lambert Consulting • Provide a review of organization performance for the year • Propose marketing plans for the next 6 months C.E.O. Face-to-face meeting 07/11/16 1.5 hours HQ • Senior Managers (Finance, HR, Operations & Logistics) • 15 Outlet Managers • Initiating and implementing tactical plans • 15 Outlets’ Manager • 15 Outlets’ staff • Operations management • Senior Managers (Finance, HR, Operations & Logistics) • 15 Outlets’ Manager • Ensure monitoring and control   7.0 Delegation of roles and responsibilities: Develop draft staffing proposals for the delegation of roles and responsibilities for various marketing activities and efforts within your organization. Stakeholders Roles and responsibilities Timeline to complete Required marketing activities to be accomplished Marketing Manager Marie Tony Lamberts Consulting Outlet Managers 8.0 Communication: Describing the communication strategies to be put in place to assist individuals in working together to achieve marketing objectives. Stakeholder Communication methods Message Outcomes Marketing Manager Marie (Advertising/ PR) Tony Lamberts Consulting   9.0 Team support/ development strategies for : specific strategies for mentoring and coaching of staff throughout the period of the proposed marketing activities Stakeholders Use the GROW model by selecting the type of employee support Type of employee support KPIs (targets to be achieved) Marie Goal (What employee behavior is required to be changed?) One-on-one mentoring  Realistic (What is happening now and what is the effect or result of this?) Resource-based mentoring  Options (Explore what can be determine to achieve employee’s objective) Training-based mentoring  Will (Enlist commitment to specific actions in order to move forward towards goal) Executive mentoring  Tony Goal (What employee behavior is required to be changed?) One-on-one mentoring  Realistic (What is happening now and what is the effect or result of this?) Resource-based mentoring  Options (Explore what can be determine to achieve employee’s objective) Training-based mentoring  Will (Enlist commitment to specific actions in order to move forward towards goal) Executive mentoring  10.0 Feedback: a model and mechanism for providing feedback to staff throughout the process Type of feedback Feedback mechanism objectives Implementation (how/ when) & justifications (why Customer survey Store visits Mystery shopper • • . • • Progress report/ meetings Conclusion Assessment Submission Checklist to be completed by the Trainer/Assessor Did the student complete and provide evidence for the following: Yes No 1. Provide a written management plan?   2. Provide a staffing support plan?   3. Submit within agreed timeframe?   Trainer/ Assessor’s signature: Date:   Assessment Feedback Evaluation Student’s name: Trainer/ Assessor’s name: Date: Unit name: BSBMKG603 Manage the Marketing Process Has the learner proven they can: Yes No 1.1. Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation   1.2. Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives   1.3. Monitor product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organisational requirements   1.4. Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met   2.1. Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel   2.2. Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort   2.3. Develop communication strategy to ensure that personnel responsible for each element of the marketing mix work together to meet organisation's marketing objectives   2.4. Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and to use resources to the required standard   2.5. Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes   3.1. Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required   3.2. Analyse successes and performance gaps in relation to cause and effect, and use this information to improve strategic performance   3.3. Analyse over-performance against targets for trends and set new targets   3.4. Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives   3.5. Document review of marketing performance against key performance indicators in accordance with organisational requirements   FEEDBACK TO STUDENT: Assessment outcome  Satisfactory  Not Yet Satisfactory  Re-assessment required Student Signature The result of my performance in this unit has been discussed and explained to me. ____________________________ Date: ______________ Student signature Trainer/ Assessor’s Signature Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015). ____________________________ Date: ______________ Assessor signature Appeal Process I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook Student’s signature: _______________________ Date: __________________