Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Student Name Student ID Term Year I declare that all work completed in this assessment is my own Student Signature Date Class Trainer Name Assessment Manage the Marketing ProcessManage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 2 of 26 College Details Bridge Business College 333 Kent Street Sydney NSW 2000 Australia T: +61 2 9299 4999 F: +61 2 9262 4654 www.bridgebc.edu.au [email protected] ABN 98 054 574 819 Provider No. 01107C Your Workplace Health and Safety (WHS) at BBC 1. It is your duty to inform staff at BBC if you see, hear or come across any incident, situation or hazard that might require immediate attention. 2. Fire exits on all floors are located next to the rest rooms. 3. In case of an emergency evacuation, you are required to follow the instructions provided by the trainer. While exiting the building, keep calm and walk alongside the hand rails. LocationManage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 3 of 26 Contents The Assessment Process ............................................................Error! Bookmark not defined. Assessment Schedule ................................................................................................................6 Task 1: Marketing plan management .........................................................................................7 Marking Guide - Task 1.............................................................................................................10 Task 2:Staffing support plan .....................................................................................................12 Marking Guide - Task 2.............................................................................................................16 Task 3: Marketing performance report ....................................................................................177 Marking Guide - Task 3.............................................................................................................19 Evidence requirements .............................................................................................................20 Dimensions of competency .......................................................................................................22 Assessment methods and tasks................................................................................................22 Performance Evidence and Knowledge Evidence.....................................................................23 Assessment mapping................................................................................................................24 Record of Assessment Outcome.............................................................................................255 References / recommended resources ...................................................................................266Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 4 of 26 The Assessment Process Why are assessment activities important? To complete your qualification, you are required to apply the ideas you have been learning from this unit of competence. The assessment activities are an important part of your training program as they provide an opportunity to apply what you have been learning and they give both you and your trainer feedback on your progress. How will you be assessed? You will be required to complete a variety of written and practical exercises. Instructions for how to complete the assessments are provided within each assessment task in this booklet. What is required for successful completion? Please read this section carefully before commencing the assessment tasks. You must carefully complete EVERY task in this booklet. You must achieve a ‘Satisfactory’ mark for all assessment activities to be deemed Competent for the unit. If you are assessed as Not Competent, you will be given some suggestions for improvement and asked to redo your assessment. At the successful completion of the assessment tasks, you will have demonstrated your competence against all of the requirements of the unit. The unit of competence in full can be found at the back of this booklet. Submission of assessments Your trainer will advise you when to commence the assessments in this booklet. The dates of submission are identified in the Assessment Schedule table. You are required to complete the written assessments on a separate document. You have access to computers which are equipped with 2010 Microsoft suite of products and printing facility. You will also have access to the internet at the College to assist with research and resources. Assessment responses should be typed; however, handwritten submissions will be accepted if they are clear and legible. On the document please include: o Your name o The date o The Assessment Number and Task Number. For example: o John Smith o 10 August 2015 o Assessment 1 - Question 1 (Record your answer).Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 5 of 26 Please note that some assessments require additional documentation, such as a form or a procedure, which must be included with your submission. Make sure you check your material before submission. You must keep a copy of all work submitted. Access and equity A student’s access to the assessment process should not be affected by restrictions placed on the location or context of assessment beyond the requirements specified in the training package. Reasonable adjustments can be made to ensure equity in assessment for people with disabilities, including language and literacy. Adjustments include any changes to the assessment process or context that meet the individual needs of the person with a disability, but do not change competency outcomes. If you believe you have a disability that may affect the completion of these assessment tasks please speak to your trainer. Assessment outcomes Your assessment submission will be assessed and you will be given feedback. Each assessment task will be marked as either Satisfactory or Unsatisfactory and once all assessments have been marked you will be given an outcome of Competent or Not Competent for the unit of competence. What can you do if you don’t agree with the assessment result? If you do not think the assessment process is valid, disagree with the assessment outcome, or believe that you have been treated unfairly, you can appeal. The first step is to discuss the matter with your trainer. If you still do not agree, you are able to request a re-assessment. It is possible to have your assessment submission assessed by a different assessor. If you remain dissatisfied after the re-assessment, you should contact your trainer. Full details of the appeals process are contained in your Student Handbook. Declaration of Authenticity You are required to sign a Declaration of Authenticity for every written assessment submission. The Declaration is a signed statement from you stating that the assessment submission is your own work. The Declaration forms part of the Results Sheet which follows each written assessment task. Please make sure you complete your details in the top half of the Results Sheet, sign the declaration, and attach the Results Sheet to every written assessment before submission.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 6 of 26 Assessment Schedule The assessment is due in week 6. Tasks to complete Student Sign off Trainer Sign off Date Week 1 Theory Task 1, Q1 - 2 Skills Task 1, Q3 – 4 Week 2 Theory Task 1, Q5 Skills Task 1, Q6 Week 3 Theory Task 2, Q1 Skills Task 2, Q2 Week 4 Theory Task 2, Q3 Skills Task 2, Q4 Week 5 Theory Task 3, Q1 Skills Task 3, Q2 Week 6 Theory Task Q5 Week 6 Skills Submit & ReviewManage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 7 of 26 Task 1: Marketing plan management Performance objective In this task you are required to develop a management plan for provided marketing information to monitor and review its progress after a period of time. You will also need to delegate roles to individuals within the organisation, establish and use KPIs to assess progress, and communicate information about marketing activities as required. Assessment description As part of this task, you will need to ensure that you understand the mission and strategic objectives of your organisation, in particular the marketing objectives and legislation requirements. Such legislation requirements 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 organisation, 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 organisation. 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. Procedure Using the case study information provided, develop a management plan for the marketing activities being conducted within your organisation. 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 organisation (within the established marketing objectives). 2. Integration of organisational 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 organisational requirements. Monitoring progress would also involve an evaluation of statistical and data techniques to measure marketing performance.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 8 of 26 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). Provide a plan for how distribution and pricing can be monitored over time, in relation to market changes and adjustments in organisational requirements (as described in the case study), to create monitoring reports for your organisation. 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. Delegation: Develop draft staffing proposals for the delegation of roles and responsibilities for various marketing activities and efforts within your organisation. 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. In particular you should discuss and agree on the proposed delegation of roles and responsibilities for marketing efforts described in your management plan. With the CEO’s approval, you should develop information to be shared with relevant personnel in your organisation, including all information provided under each heading above, as well as: ● Communication: Describing the communication strategies to be put in place to assist individuals in working together to achieve marketing objectives. Specifications You must provide: ● A management plan for the marketing activities, with clear strategies and actions for the achievement of marketing objectives [Steps 1–6] ● Summary notes from your meeting with your CEO. Your assessor will be looking for: ● Evidence that you analysed 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.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 9 of 26 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 optimiser 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 company’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 signalled a drop in the retail price of their quality imported homewares. 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.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 10 of 26 Marking Guide – Task 1 Assessment Task 1: Marketing plan management Outcomes Did the student: Satisfactory Yes No Provide a written management plan? Provide summary notes from their meeting with the CEO? Submit within agreed timeframe? Performance indicators Did the student provide information under the following headings Satisfactory Yes No 1. Marketing activities should include: ● magazine advertising and PR ● in-store promotions ● web based promotions. 2. Integration of organisational activities should include: ● visual advertising links throughout ● web address on all material ● PR copy – used in all mediums ● key word throughout. 3. Distribution and pricing discussions should include: ● Online retailing a new distribution channel ● Price of imports to be monitored against competitors and exchange rate.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 11 of 26 Did the student provide information under the following headings Satisfactory Yes No 4. KPIs should show: ● market share = store sales/total estimated market sales ● Marketing cost of customer acquisition = cost of marketing/Total new business acquired. 5. Delegation of roles and responsibilities discussed should include: ● You – in-store promotions ● Tony – web pages ● Marie – advertising/PR ● Lamberts consulting – market research and marketing audits. 6. Communication strategies discussed should include: ● shared emailing ● formal meetings ● informal meetings ● team visits – stores ● progress charts. Comments/feedback to participant Outcome:  Successful  Unsuccessful Assessor name: Assessor signature:Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 12 of 26 Task 2: Staffing support plan Performance objective In this task you are required to develop a plan for the coaching and mentoring of staff involved in the marketing activities. Included in your plan will need to be descriptions of how you intend to provide feedback and instigate corrective actions to staff who are working with you to fulfil marketing objectives. Assessment description As part of this task, you will need to ensure that you understand the mission and strategic objectives of your organisation, in particular any guidance given by these or other policy and procedure documents on staff interactions and staff training. Your plan will need 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. Such legislation requirements would cover areas such as: copyright laws, privacy laws, Trades Practices Act, Direct Marketing Code of Practice and defamation laws Procedure Develop a staffing support plan for supporting through individuals and work teams with delegated roles and responsibilities within your organisation. This should include information under the following headings: 1. Strategies: specific strategies for mentoring and coaching of staff throughout the period of the proposed marketing activities 2. Resources: models for assessing use of resources provided to attain required marketing outcomes 3. Feedback: a model and mechanism for providing feedback to staff throughout the process 4. Performance: a process to be used for identifying weaknesses in individual and team performance (in meeting the requirements of the marketing objectives for the delegated marketing activities) and instigate corrective actions when required. Using this information, review the two scenarios provided: ● Scenario 1: Describe how you would provide one-on-one coaching to the individual identified in the scenario to assist them in achieving the required marketing outcomes ● Scenario 2: Describe the performance to-date of the individual, and describe the corrective actions you could take to ensure that marketing outcomes continue to be achieved.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 13 of 26 Specifications You must provide: ● staffing support plan [Steps 1-4] ● responses to each provided scenario [Steps 5-6]. Your assessor will be looking for: ● Evidence that you analysed and identified the needs of the case study, and reflected these in the staffing support outline you have developed. Case study You know from experience that the marketing and promotional activities you have planned for Houzit are going to put pressure on your team. However, you accept this as the nature of the business, and you have developed strategies to help the team achieve the marketing objectives in the most efficient and effective way. Both your key personnel in this plan, Marie (Advertising/PR) and Tony (Website) have expressed ambitions to pursue a career in company management. You agree to help them by providing coaching and mentoring when you see attitudes, skills or knowledge levels that could help them achieve their ambitions. You have also set up a formal weekly meeting to discuss the KPI results generated from the accounting information system and their individual reports. You also use this meeting to emphasise the concept of team achievement and that financial resources should be allocated to the greatest need. You also address where they can achieve the greatest return that is in line with the marketing objectives. You make a habit of taking them on store visits so their role does not isolate them from personnel and products on the front line of the business. Another strategy you employ is to cc them on all emails that affect the whole marketing group, apart from the private and confidential correspondence. Scenario 1: Coaching and mentoring Marie achieved outstanding results in her university degree. However, her lack of ‘real world’ experience makes her uncertain and she lacks confidence to make decisions. You have agreed to be her coach and mentor. She has come to you recently for help and discussed with you a significant range of issues she wanted help with. She has often commented that having you as a coach has given her a safe place to off load some issues that bothered her and a place where she can get unbiased, confidential support. She is also appreciative of you when you provide her with opportunities to further develop skills she already has particularly in areas of advertising. She is a keen student and wants to learn new skills as they relate to marketing. She has especially asked for more knowledge in web design and web marketing but every approach to Tony has been rejected flatly, sometimes with what seems like distain.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 14 of 26 One of the most important aspects of the coaching and mentoring for Marie is the opportunity to get a fresh perspective on ideas and to seek out advice, suggestions and options from an experienced person like you. This is particularly important for her in how she gets PR happening in the most effectively way. She often comments that another thing she gets out of your coaching and mentoring is that she gets to know her boss better which promotes a more team based approach to problems. Scenario 2: Tony Tony’s approach to the job is quite different to Marie. He is not a keen student of other forms of marketing apart from internet marketing which he often calls ‘the future of marketing”. He sees his knowledge as his own intellectual capital and is never keen to share it with anyone. His teaching method is full of jargon and he shares knowledge at a speed that makes learning even more difficult. He often presents ideas for internet market that would certainly boost traffic to the site but which you believe are unethical under the company’s ethical standards. So, you don’t approve them. This rejection of some of his ideas sees him less keen to participate on more general marketing activities like store visits. In your mind, Tony needs to correct his attitude if he is to perform his job effectively. It has recently come to your attention via a Lambert Consultant consultation, that the company’s website has links to a home business that Tony’s friend operates in providing installation services for company purchased products. You have not given Tony approval to make this link, and decide to take corrective action on this and other issues related to Tony.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 15 of 26 Marking Guide – Task 2 Assessment Task 2: Staffing support plan Outcomes Did the student: Satisfactory Yes No Provide a staffing support plan? Provide a response to each provided scenario? Submit within agreed upon timeframe? Performance indicators Did the student provide information under the following headings Satisfactory Yes No 1. Strategies: 2. Resources: ● key person report ● greatest need ● greatest return to meet objective ● accounting information system ● % new customer acquisition cost. 3. Feedback: 4. Performance: ● feedback from team members ● audits by external consultants ● observation. 5. Scenario 1: Maria – Coaching and mentoring 6. Scenario 2: Tony – Take corrective action – Attitude and Action Report from Maria that Tony rejected her sharing knowledge, treated her with distain.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 16 of 26 Comments/feedback to participant Outcome:  Successful  Unsuccessful Assessor name: Assessor signature:Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 17 of 26 Task 3: Marketing performance report Performance objective In this task you are required to review the implementation and progress of a marketing plan, based on the established plan and metrics. Assessment description Read the case study and understand the marketing objectives for the organisation. You will need to analyse and measure progress of the plan against established KPIS, and review targets for the next phase of the marketing plan. Data evaluation techniques to measure marketing performance should be demonstrated be the student. Students will need to have read case study material contained within the previous two assessments to assist development of Assessment Task 3 answers. Procedure Using the case study provided, detail the outcomes of ongoing marketing activities to develop a marketing performance report. The report should follow the three headings below: 1. Analysis: analyse the marketing outcomes, changes in marketing and calculated marketing metrics (ROMI and market share).Describe the changes required to meet strategic objectives. 2. KPIs: Explain any success or performance gaps in the case study as measured against the KPIs mentioned earlier. Identify what you believe are the causes and effects of any successes or gaps. Describe marketing outcomes and how you could improve strategic performance. 3. Targets: for any identified over-performances (against targets), describe the trends and reasons for these, and set new targets for the next 12–18 months. Specifications You must provide: ● A marketing performance report [Steps 1–3]. Your assessor will be looking for: ● Evidence that you analysed and identified the needs of the case study, and reflected these in the strategic presentation you have developed.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 18 of 26 Case study Lamberts Consulting provides you with a report on the home-wares market in Brisbane six months later. Their latest estimate is that the market for home-wares in the Brisbane market is $199 million per annum up from $175 million per annum last year. The predicted growth was 10% for this year. Lamberts said that the large increase in interstate migration was increasing the building activity and consequently the home-wares sector. Lamberts expects this trend to continue for at least the next five years. You print a copy of the latest store averages and note that the average weekly sale for the 15 Brisbane stores has grown to $28,200 per week per store. Expectation was 8.5% growth on $24,680 per week per store. Market share was targeted at 12%. You also check the latest market expenditure report to see the amount of money invested in marketing activities to get the stores to this new level. You note the following expenditure over the past six months Advertising $250,000, PR $30,000, in-store promotions $60,000, internet marketing $100,000. You believed that the extra expenditure in web marketing was justified in preparation for the on-line merchandise sales that will be included in the next marketing period. You also believe that there is a need for the company to shift more of its marketing budget into web marketing activities in line with the industry trends. With a growing market you believe that by maintaining market share the company will get solid and controllable growth. Pushing for increased market share in a growing market could cause customer service and management issues.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 19 of 26 Marking Guide – Task 3 Assessment Task 3: Marketing performance report Outcomes Did the student: Satisfactory Yes No Provide a marketing performance report? Submit within agreed timeframe? Performance indicators Did the student provide information under the following headings Satisfactory Yes No 1. ANALYSIS: 2. KPIs: 3. Targets: Comments/feedback to participant Outcome:  Successful  Unsuccessful Assessor name: Assessor signature:Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 20 of 26 Evidence requirements Element Through review of the unit of competency, the following evidence has been identified as appropriate for this unit Manage marketing performance 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. Manage marketing personnel 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.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 21 of 26 Element Through review of the unit of competency, the following evidence has been identified as appropriate for this unit Evaluate and improve strategic marketing performance 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.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 22 of 26 Dimensions of competency Dimension Requires the participant to: Task  Evaluate marketing performance.  Document review of marketing performance.  Monitor marketing mix. Task management  Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation.  Manage marketing, promotional and sales activities in accordance with strategic marketing objectives.  Monitor marketing mix. Contingency management  Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes.  Analyse trends and market changes, and set new targets. Job role/environment  Communicate strategic objectives across the organisation.  Identify and agree roles and responsibilities with staff and contractors. Assessment methods and tasks Methods of assessment Through consultation with industry, the following assessment methods have been deemed appropriate for this unit. Case study analysis Review case study provided and provide a written response Written report Prepare written report according to given criteriaManage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 23 of 26 Performance Evidence and Knowledge Evidence Performance Evidence 1. monitor marketing performance across an organisation by comparing performance against key performance indicators 2. effectively communicate marketing objectives to relevant personnel in accordance with organisation requirements 3. provide feedback, mentoring and coaching to staff 4. capitalise on over-performance or minimise under-performance against marketing objectives. Knowledge Evidence To complete the unit requirements safely and effectively, the individual must: 1. summarise economic, social and industry directions, trends and practices 2. outline different organisational structures, roles, responsibilities and policies 3. describe own/relevant industry product and service knowledge 4. explain principles of marketing, strategic analysis and strategic management 5. summarise statistical and data evaluation techniques to measure marketing performance.Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 24 of 26 Assessment mapping Assessment task Description Assessment number Assessment method/s Elements/ PCs** Performance Evidence Knowledge Evidence Marketing plan management In this task you are required to develop a management plan for a provided marketing plan, and monitor and review its progress after a period of time. You will also need to delegate roles to individuals within the organisation, establish and use KPIs to assess progress, and communicate information about marketing activities as required. 1 Written plan 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3 1, 2, 1, 2, 3, 4 Staffing support plan In this task you are required to develop a plan for the coaching and mentoring of staff involved in the marketing activities. Included in your plan will need to be descriptions of you provide feedback and instigate corrective actions. 2 Case study response 2.4, 2.5 3 Marketing performance In this task you are required to review the implementation and progress of a marketing plan, based on the established plan and metrics. 3 Case study analysis, Written Marketing Report 3.1, 3.2, 3.3, 3.4, 3.5 1, 4 5Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 25 of 26 Record of Assessment Outcome Student Name Student ID Date Student Signature Assessment Number Satisfactory Date Yes No TASK 1 TASK 2 TASK 3 Result C NC Comments: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ I have been provided with feedback on the evidence I have provided. I have been informed of the assessment result and the reasons for the decision. Student Signature: _______________________________________________________ The student has been provided with feedback and informed of the assessment result and the reasons for the decision Assessor Name/Signature: _______________________________Date: ___________Manage the marketing process - BSBMKG603 Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 3, 2015 Issue date: 21 January 2016 Page 26 of 26 References / recommended resources Manage the marketing process - BSBMKG603, 2010, Innovation and Business Industry Skills Council Ltd Australia, East Melbourne, VIC, Australia