Reference no: EM133178689

BSBMKG435 Analyse consumer behaviour

Task: Recommendations for Improvements to the Marketing Plan

Assessment Instructions
This task requires you to make at least two recommendations for the improvement of the current marketing plan.
Use your workplace/organisation's template to complete this task or use the Summary of Recommendations Template provided at the Bounce Fitness site. This task is divided into two parts:

Part A. Data Collection on Marketing Plan

To complete this task, you must:
• Access and review the following
o Organisational marketing plan sourced on Workplace Project Task 1
o Marketing Analysis completed in Workplace Project Task 1.
o Previous marketing communications sourced on Workplace Project Task 2
o Summary Report completed in Workplace Project Task 2.
o Documents containing organisational procedures and processes relevant to marketing
o Legislative requirements relevant to marketing.
o Sources containing ethical requirements relevant to marketing.
o Budgetary plans of the organisation containing budgetary requirements for marketing initiatives.
• Review the marketing plan to identify the following:
o Strategies in maximizing marketing
o Budgetary requirements of the marketing plan
• Schedule a face-to-face consultation with at least two stakeholders.
• Inquire on the following information during the consultation:
o Information on how consumer behaviour contributed to developing the marketing strategies in the marketing plan.
o Clarify with the stakeholders the role of the consumer in the digital environment to be used in model engagement conversations and interventions.
• Partially complete the Summary of Recommendations Template by identifying the information obtained from consultation.

Part B: Recommendations of Revision for Current Marketing Plan
To complete this task, you must:
• Outline how influences on consumer behaviour can be used to target effective marketing strategies by identifying the following:
o At least two influences on consumer behaviour that can be used to target effective marketing strategies appropriate to the chosen product or service in Workplace Project Task 1.
o How the influences on consumer behaviour is used in developing effective marketing strategies to reach the target market.
• Identify the marketing focus of the current organisational marketing plan.
• Propose a rationale for the marketing focus.
• Identify the following based on the clarified role of digital environment:
o At least two model engagement conversations appropriate for marketing the product or service
o At least two model engagement interventions appropriate for marketing the product or service
• Identify at least two marketing strategies in the marketing plan that requires improvements using the Market Analysis completed in Workplace Project Task 1 and the Summary Report completed in Workplace Project Task 2.
• Identify recommendations on revisions to the identified marketing strategies in the marketing plan that requires improvements.
• Confirm that the marketing plan's focus of appeal is in line with the following:
o Legislative requirements relevant to marketing
o Ethical requirements relevant to marketing
o Budgetary requirements of the organisation for marketing initiatives
• Complete the Summary of Recommendations Template using the information collected.

Submit the completed Summary of Recommendations template to your assessor. Include any supplementary documents/sources used to accomplish the Summary of Recommendations template, such as:
• Consumer responses to previous marketing communications
• Documents containing organisational policies and procedure relevant to marketing
• Legislative requirements relevant to marketing
• Sources containing ethical requirements relevant to marketing
• Budgetary plans of the organisation containing budgetary requirements for marketing initiatives