Reference no: EM132452889

BSBMKG609 Develop a marketing plan

Activity Exercise 1

Objective To provide you with an opportunity to evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process.

Question 1: What are your main organisational objectives?

Question 2: Give an example of a marketing opportunity related to your organisation.

Question 3: How can you evaluate the risks and returns of a marketing option e.g. product design and packaging or distribution?

Activity Exercise 2

Objective To provide you with an opportunity to develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources.

Question 1: What is a marketing strategy?

Question 2: What elements are most important for success (rate them on a scale of one to ten - one being least important and five being the most)?

Question 3: Now give your organisation a rating for each element and compare this to the likelihood of success (above).

Activity Exercise 3

Objective To provide you with an opportunity to develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives.

Question 1: What resources do you have?

Question 2: Give an example of a strategy that you could use to increase one of the above resources.

Activity Exercise 4

Objective To provide you with an opportunity to develop feasible marketing strategies and communicate reasons that justifies their selection.

Question 1: Draw a diagram that breaks down the process of developing a marketing strategy.

Question 2: What should you think about when justifying the selection of a strategy?

Activity Exercise 5

Objective To provide you with an opportunity to ensure strategies align with organisation's strategic direction.

Question 1: How can you align strategies with your organisation's strategic direction?

Question 2: Summarise what your organisation's mission, vision and corporate values are.

Activity Exercise 6

Objective To provide you with an opportunity to develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives.

Question 1: What may you want to compare when conducting a competitive analysis?

Question 2: What are the stages of a product life cycle and why is it important to know?

Question 3: What is a product portfolio analysis?

Activity Exercise 7

Objective To provide you with an opportunity to detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible.

Question 1: What should your action plan include?

Question 2: What tips could you give for managing time?

Activity Exercise 8

Objective To provide you with an opportunity to identify coordination and monitoring mechanisms for scheduled activities.

Question 1: Choose one of the below elements and describe how you could monitor it:

• Advertising
• Promotions
• Distribution
• Finances.

Activity Exercise 9

Objective To provide you with an opportunity to ensure tactics are achievable within organisation's projected capabilities and budget.

Question 1: What do you need to ensure that tactics are achievable within organisation's projected capabilities and budget?

Activity Exercise 10

Objective To provide you with an opportunity to ensure tactics meet legal and ethical requirements.

Question 1: What type of legal and ethical requirements do you need to consider?

Question 2: What is social responsibility and how can you meet it?

Activity Exercise 11

Objective To provide you with an opportunity to ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary.

Question 1: How can you review performance regularly against objectives and budgets?

Question 2: What is a good method to use to get ideas for adjustments?

Activity Exercise 12

Objective To provide you with an opportunity to ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix.

Question 1: What different types of marketing approaches are there?

Question 2: What is a marketing mix and what does it include?

Activity Exercise 13

Objective To provide you with an opportunity to ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics.

Question 1: What should you include in your rationale?

Question 2: What are the advantages and disadvantages of one of the following tactics:

• Differentiated target marketing
• Direct marketing
• Direct response marketing
• E-business
• Mass distribution
• Mass marketing
• Personal selling
• Product variety marketing
• Promotion marketing

Activity Exercise 14

Objective To provide you with an opportunity to present marketing plan for approval in the required format and timeframe.

Question 1: If your organisation has a template for marketing plans attach it here. What information is needed when presenting your marketing plan for approval?

Question 2: What other format considerations are there?

Activity Exercise 15

Objective To provide you with an opportunity to adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe.

Question 1: Who are your stakeholders?

Question 2: What do you need to consider when implementing adjustments?

Skills and Knowledge Activity Exercise

Objective To provide you with an opportunity to demonstrate your knowledge of the foundation skills, knowledge evidence and performance evidence.

Question 1: The answers to the following questions will enable you to demonstrate your knowledge of:
• Reading
• Writing
• Oral communication
• Numeracy skills
• Navigating the world of work
• Interacting with others
• Getting the work done
• Organisational structure, products and services and overall strategic and marketing objectives
• Common marketing opportunity options
• Common marketing strategies and marketing approaches
• Processes to ensure marketing strategies, approaches and marketing mix align to organisation's objectives and are legal, ethical and achievable
• Legislative and regulatory context of the organisation as relevant to the marketing plan.

Answer each question in as much detail as possible, considering your organisational requirements for each one.

Question 1: What tips can you give for communicating verbally?

Question 2: How can you demonstrate leadership skills?

Question 3: What codes of practice do you have to consider?

Question 4: Create an action plan in table form to help you set targets and goals.

Question 5: How can you monitor the effects of advertising?

Major Activity Exercise

Objective To provide you with an opportunity to demonstrate your knowledge of the entire unit.

Question 1: Using your organisation's objectives demonstrate how you could devise marketing strategies.

Question 2: Demonstrate how you could plan marketing tactics.

Question 2: Prepare and present a marketing plan (you could present this as part of a role play in groups or in the workplace).