This Assessment Booklet provides

This Assessment Booklet provides you with information

BSB51915 Diploma of Leadership and Management Student Name: Assessment Guide BSBMKG501 Identify and evaluate marketing opportunities V2.1 March 2017 INTRODUCTION This Assessment Booklet provides you with information and your assessment tasks for this unit. A requirement of your qualification, from which the unit of competence is taken, is the application of the concepts you have been learning. The assessment activities are an important part of your course as they provide an opportunity to apply what you have been learning and they give both you and your trainer feedback on your progress. Please read this section carefully before commencing the assessment tasks. Recognition of Prior Learning If you can demonstrate that you have the skills and knowledge within this unit, you should speak to a trainer/assessor about this and apply for recognition of prior learning. COMPLETING YOUR AssessmentS Prior to Assessment You must be advised of your rights before and after the assessments including the right to appeal. Assessors must provide you with all relevant information relating to the assessments prior to commencement and of the appeals procedure that can be utilised if you wish to appeal against the assessment outcome or make a complaint. Submitting Assessments Each part of this assessment booklet needs to be carefully completed and you are required to attain a satisfactory mark for each of the assessment activities. Full details of what is required have been detailed in instructions before each assessment task. You must submit assessment tasks with the cover sheet provided at the end of this Booklet. You must attach one cover sheet per assessment upon submission, ticking the relevant assessment box. Ensure you sign the form after completion. Assessments should be submitted on or before their due date. Extensions for individual assessment tasks may be negotiated in specific circumstances. Consultation on this must occur prior to the due date and extensions due to illness will require a medical certificate. Extensions will be confirmed to you in writing. Plagiarism and Referencing You are reminded that plagiarism will not be tolerated. Information, ideas etc. quoted or paraphrased from another source, must be acknowledged with quotation marks around the relevant words/sentences or ideas and cited at the end of the document. Sources of information, ideas etc. must be provided in alphabetical order by authors surname (including authors full name, name of document/ book/internet etc. and year and place of publishing) or may be included in brackets in the text. Assessment Outcomes The evidence you submit will be assessed and you will be given written 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. Upon demonstrating competence, you will be awarded this unit. If you are assessed as Not Competent, you will be given some suggestions for improvement and asked to redo your assessment. Re-assessment In the event you are deemed Unsatisfactory, you will be allowed two (2) further attempts at an assessment within the timeframe of this course. As part of the assessment process, you must abide by any relevant assessment policies as provided to you. If you feel you are not yet ready to be assessed or this assessment is unfair, you should be offered the opportunity to discuss all options that are available to you to complete the assessment. Reasonable Adjustment RTOs and Trainers/Assessors are obliged by law to make reasonable adjustment to ensure maximum participation of students with disability in teaching, learning and assessment activities. This includes: ensuring that course activities are sufficiently flexible; providing additional support where necessary; and offering a reasonable substitute within the context of the course where a student cannot participate. Reasonable adjustment is defined in section 4(1) of the Employment and the Disability Discrimination Act as an adjustment to be made by a person is a reasonable adjustment unless making the adjustment would impose an unjustifiable hardship on the person. Reasonable adjustment as it applies to participation in learning and assessment activities may include: customising resources or activities within a training package or accredited course; modifying a presentation medium; providing additional support; providing assistive or adaptive technologies; making additional information accessible both before enrolment and during the course; and monitoring these adjustments to ensure that the students needs continue to be met. An individuals access to the assessment process should not be adversely 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. 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. The assessment process must: Provide for valid, reliable, flexible and fair assessment Provide for judgement to be made on the basis of sufficient evidence Offer valid, authentic and current evidence. COMPETENCY ASSESSMENT Within this qualification are units of competency that form the basis of your assessments. These can be located in your Unit Outline Booklet. Assessments FOR THIS UNIT There are THREE forms of assessment or evidence gathering methods for this unit of competency. Students are required to submit them all. 1. Written Assessment Theoretical & Applied Questions Assessment 1 This assessment consists of 09 questions to assess the students knowledge of BSBMKG501 Identify & Evaluate Marketing Opportunities. These questions sufficiently cover the criteria set under Performance Criteria and Knowledge Evidenced of this unit. Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students must record their answers in a separate A4 document and submit by attaching to their cover page. Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources. 2. Project Holistic Assessment 2 This Assessment gives students a chance to apply the principles learnt in the course by identifying two opportunities to enter new market, with current or new products and two opportunities to introduce new products to their current markets. This is a holistic assessment satisfying all the assessment requirements of this unit. Students must complete all parts of this assessment. Students must record their answers in a separate A4 document and submit by attaching to their cover page. 2. Case Study on Fuji Xerox Australia Assessment 3 2 This Assessment gives students a chance to apply some of the principles learnt in the course to a given case study on Fuji Xerox. There are total 03 questions asked requiring students to provide short to medium answers. Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources. Students must complete all parts of this assessment. Students must record their answers in a separate A4 document and submit by attaching to their cover page. Assessments SUBMISSION DEADLINE Assessment 1, Short Answer Question, will begin in Week 1 of the unit, due in Week 5 (on the first day of the new unit). Assessment 2, Case Study Based Report, due in Week 5 (on the first day of the new unit) Assessment 3, Case Study Based Report, due in Week 5 (on the first day of the new unit) Assessment 4, Case Study Based Report, due in Week 5 (on the first day of the new unit) The last week to submit all the assesssments is the week ending 02/07/2018 (First week of the new unit). Assessment 1: Theoretical and Applied Questions This assessment consists of 09 questions to assess the students knowledge of BSBMKG501 Identify and evaluate marketing opportunities unit. Instructions for Students Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources. This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require re-assessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake. Assessment rules Assessment must be typed in 12 font size. Assessment must be in the students own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment. No copying from other students. Failure to adhere to these rules will result in penalties. Source: Some of the questions have been taken from the Trainer Assessor Manual printed by smallprint V3 Apr 2015 Please answer all of the following questions: Question 1. Outline what codes of practices do. What is the difference between voluntary and mandatory codes of practice? What are three of the objectives of the ADMA code of practice? (Max. 300 words) Question 2 List down the key types of legislation affecting business operations. Provide at least five examples. Question 3. Describe the structure/ form that direct marketing can take. (50-75 words) Question 4 What are the advantages and disadvantages to an organisation of having a broad marketing mix? Provide at least two examples of each. (Max.250 words) Question 5. Imagine you have identified three new marketing opportunities for an organization of your choice. Describe how would you determine that whether these opportunities are financially viable? (Max. word. 150). Question 6. Imagine you are working for a manufacturing organization of your choice and your management is deciding to expand by introducing a new product to your existing markets, or to enter the markets in a new city with your existing products. Compare the estimated resource requirements for each potential market under the following headings: a. Staff numbers b. Staff training c. Distribution costs d. Production cost e. Promotional cost f. R & D Question 7. Briefly describe any two quantitative techniques commonly used by the marketing department to evaluate marketing opportunities. (Max. word. 250). Question 8. What calculations do you need to carry out to determine ROI (return on investment)? Question 9. You are an entrepreneur running a small bakery shop in Mount Druitt and your accountant recently recorded the bakerys cake sales for the last two years in the following manner: 2015 No. of cakes sold: 150 Sales Value: $30 Average unit value: $ 15 Average unit profit: $ 20 Average age group of customers buying cakes from the bakery: B/w 10 30 = 55% B/w 31 40 = 35% B/w 41 60 = 10% 2016 No. of cakes sold: 100 Sales Value: $35 Average unit value: $ 20 Average unit profit: $ 25 Average age group of customers buying cakes from the bakery: B/w 10 30 = 70% B/w 31 40 = 22% B/w 41 60 = 8% Briefly analyse the above information in terms of the trends it reveals. Based on the above brief analysis, identify new marketing opportunities for this bakery. Considering your proposed marketing opportunity, discussed above in b, what other information would be required to analyse information on market and business needs? Based on your analysis of the above data, what promotional methods do you think can enhance the cake sales of the bakery. What are the four main sources of entrepreneurial marketing ideas? THE END Assessment 2: Holistic Assessment Instructions This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require re-assessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake. Assessment rules Assessment must be typed in 12 font size. Assessment must be in the students own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment. No copying from other students. Failure to adhere to these rules will result in penalties. Max. word limit 3,000 words Source: Some of these questions have been taken from the Trainer Assessor Manual printed by smallprint V3 Apr 2015 Project 1. Q.1 In this assessment, your role as an entrepreneur is to identify, investigate and evaluate newopportunities to invest within Australian market. In your capacity as a marketing manager for an organisation of your choice, briefly describe the organisation, its structure, products or services and its current markets. TASK 1 Based on the above scenario, develop a comprehensive report titled Identification & Evaluation of Marketing Opportunities, covering the following areas: Identify two opportunities to enter new market, with current or new products and two opportunities to introduce new products to your current markets. Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities by analysing and documenting these opportunities in terms of: Their potential contribution to your organisations business Their fit with your organisations goals and capabilities Likely impact on your current business and customers External influences on the financial viability of each opportunity Probable return on investment Describe and rank marketing opportunities on their viability, and likely contribution to the business Changes needed to current operations Changes needed to maintain current quality of customer service Resources required to make the necessary changes Develop a communication plan to communicate your findings to the key stakeholders in your organization. outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations in your organization Briefly describe what statistical methods and techniques you would use to evaluate the above identified marketing opportunities? TASK 2 Presentation Task Present your findings by delivering a small 10minute presentation to your trainer. Make sure you hand in your presentation slides to your trainer prior to your presentation day allocated by your trainer. THE END Assessment 3: Case Study Based Assessment Student Instructions: The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved by your assessor. Submit this document with any required evidence attached. See specifications below for details. Read the case study on Fuji Xerox and answer the following three questions: CASE STUDY ON: FUJI XEROX AUSTRALIA BUSINESS EQUIOMENT Source: https://www.marketingresults.com.au/b2b-lead-generation-services Fuji Xerox Australia Business Equipment Case Study Tripled leads for 60% less marketing spend In 90 days, we doubled web lead flow with lower marketing costs. Paul Strahl, National e-Business Manager, Fuji Xerox Australia. ZOOM IN Background: Fuji Xerox Australiais the global market leader in office machines, digital printing, document management and related services. They had identified the online channel as a source of high-quality sales leads and were looking todevelop an online marketing strategythat wouldincrease lead volumewithoutreducing lead quality or increasing average cost. Objectives Increase lead flowfrom the FujiXerox.com.au website. Generate more Pay Per Click leads at lower averagecostby testing and optimising Google Adwords account settings. Understand user clickstreams and behaviour betterand translate that into a better customer experience and results. How the objectives were achieved OptimisationofGoogle AdWordsaccounts to increase qualified traffic flow. Pinpointing and clearing traffic roadblockson key pages that were preventing users from accessing key content and enquiring online. Key Results Web lead volume doubles in less than 3 months. Fuji Xerox Australia generates300% more leadsvia pay-per-click search engines for60% less cost. Fuji Xerox Australia gathers critical data to aid in understanding how clients are engaging with them online. Fuji Xerox Australia National e-Business Manager Paul Strahl says We had previously realised that the quality of leads from the site was good we just wanted more of them. We had dealt with another provider and found their approach to be too generic. Also, they didnt have a finer understanding of how to tweak Google ads for maximum results. TheMarketing Resultsapproach appealed to us because it focuses on traffic generationand conversion to generate leads. Most other providers only know about one or the other. As a result of our first project, wedoubled monthly lead flow via our websiteand generatedtriple the leads from Google for 60% less marketing spend. Marketing Resultsoffers a very professional service,clear goals and milestones set and delivered. This Marketing Case Study has been approved byFuji Xerox Australia. QUESTIONS: Q.1 Briefly discuss any two relevant legislation and regulations affecting marketing operations of Fuji Xerox. (Max. 300 words) Q.2 Briefly discuss any two codes of practice and national standards affecting marketing operations of Fuji Xerox. (Max. 300 words). Q.3. The success story of Fuji Xerox on their online marketing strategy must have been accompanied with some changes required in their current operations. Briefly outline any three such changes which you think Fuji Xerox must have gone through or implemented. (Max. 150 words). Assessment 1: Written Questions RESULTS SHEET Students Name: Assessors Name: Date of Assessment: Unit of Competency: BSBMKG501 Identify and evaluate marketing opportunities Feedback to Student: Students overall performance is: Satisfactory Unsatisfactory Is re-assessment necessary? Yes No Assessors Signature: Marking Date: Students Signature: Feedback Receiving Date: Assessment 2: Holistic Assessment RESULTS SHEET Students Name: Assessors Name: Date of Assessment: Unit of Competency: BSBMKG501 Identify and evaluate marketing opportunities Feedback to Student: Students overall performance is: Satisfactory Unsatisfactory Is re-assessment necessary? Yes No Assessors Signature: Marking Date: Students Signature: Feedback Receiving Date: Assessment 3: Case Study Based Questions RESULTS SHEET Students Name: Assessors Name: Date of Assessment: Unit of Competency: BSBMKG501 Identify and evaluate marketing opportunities Feedback to Student: Students overall performance is: Satisfactory Unsatisfactory Is re-assessment necessary? Yes No Assessors Signature: Marking Date: Students Signature: Feedback Receiving Date: Final Assessment Summary & Feedback Students Name: Students ID: Assessors Name: Date of Completion: Unit of Competency: BSBMKG501 Identify and evaluate marketing opportunities Assessments Student Results Satisfactory Unsatisfactory Not Completed 1. Assessment 1 2. Assessment 2 3. Assessment 3 Feedback to Student: Result: Competent Not Competent Is re-assessment required: Yes No Assessors Signature: Marking Date: Students Signature: Feedback Receiving Date: ASSESSMENT COVER SHEET This Assessment Cover Sheet needs to be completed and attached to each assessment upon submission. Ensure you tick the relevant assessment and sign after completing the entire form. Students Name: Students ID: Contact Number: Email: Assessors Name: Qualification: BSB51915 Diploma of Leadership and Management Unit of Competency: BSBMKG501 Identify and evaluate marketing opportunities Assessment: 1. Theoretical and Applied Questions 2. Holistic Assessment Project 3. Case Study Based Questions Due Date: All Assessments: Week ending 13/07/2018 Date Submitted: If your assessment is being submitted after the due date, please attach a copy of the written confirmation of extension received from the Assessor. Declaration: I have kept a copy of my assessment submission and have read and understood the following information provided at the beginning of this assessment (please tick): General assessment information Submitting assessments Assessment results Plagiarism and referencing I declare this assessment is my own work and where the work is of others, I have fully referenced that material. Name (please print) Signature Date

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