Reference no: EM133770157

Assess marketing opportunities

Assessment Tasks 1
Short Answer Questions

Question 1
Access the following federal legislation that affects marketing roles:
Privacy Act 1988
Spam Act 2003
Answer the questions below about the requirements affecting marketing roles from the legislation accessed.

Access the Schedule 1 Australian Privacy Principle 7 section of the Privacy Act 1988 to answer the next two questions.
Briefly explain Subclause 7.1.
Identify the three provisions in Section 7.5 when an organisation may use or disclose personal information for direct marketing despite the provision in subclause 7.1.

Access Part 2 of the Spam Act 2003 to answer the next two questions.
List the three components of the simplified outline of rules about sending commercial electronic messages.
Identify the four conditions when a person with accurate sender information can send a commercial electronic message with an Australian Link.

Question 2

Complete the table below about data collection and data analysis techniques used for market research:
Identify at least two techniques for each of the following:
Data collection
Data Analysis
For each technique identified, explain how each technique can be used during market research.

Question 3
Define the four components of the marketing mix listed below.

Product      
Price      
Place      
Promotion      

Question 4
Define the seven elements of marketing planning used during market research listed below

Elements of Marketing Planning During Market Research Definition of Elements of Marketing Planning
Budgets      
Finances      
Objectives      
Strategies      
Macro Situational Analysis      
Micro Situational Analysis      
Timelines      

Question 5
Define the four concepts of marketing communications listed below.

Marketing Communications Concepts Definition of Marketing Communications Concepts
Branding      
Online Presence      
Positioning      
Public Relations      

Question 6
Briefly explain each of the seven steps of the marketing communications process listed below.

Steps in Marketing Communications Process Explanation of Steps in Marketing Communication Process
Identification of the Target Audience      
Communication Objectives      
Message Design      
Message Content      
Message Structure and Format      
Media      
Collecting Feedback      

Question 7

Bounce Fitness is a premiere fitness centre in Australia. Access the Bounce Fitness Corporate Marketing Plan. Refer to that document to answer the questions below.
Answer the following questions about Bounce Fitness' Corporate Marketing Plan.
Explain Bounce Fitness' Market Summary.
Based on the market needs of the Bounce Fitness Corporate Marketing plan, identify at least three benefits that are important to customers

Identify at least five keys to success based on the Corporate Marketing Plan.

Question 8
Listed below are two of the products and services that Bounce Fitness offers.
Pre-Workout Powder
Personal Training
Answer the following questions about relevant product and service standards of Bounce Fitness' product and service.

Identify at least one product standard that applies to Bounce Fitness' Pre-Workout Powder.
Identify at least one service standard that applies to Bounce Fitness' Personal Training Service.

Question 9
Provide at least two techniques used for each of the best practices for marketing listed below:
Techniques refer to marketing techniques that are relevant to the best practices related to marketing provided.

Question 10
Define the four relevant statistical terms listed below, used in market research from the Australian Bureau of Statistics.

Relevant Statistical Terms Used in Market Research Definition of Relevant Statistical Terms Used in Market Research
Population      
Observation      
Quantitative Data      
Qualitative Data      

Practical Assessment

The Practical Assessment is a set of tasks that must be completed in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
To be assessed for this unit of competency, you must demonstrate your skills and knowledge to identify marketing opportunities and to analyse and evaluate opportunities according to organisational marketing objectives.
The Practical Assessments in this workbook include:
Workplace Project Assessment
A series of tasks assessing the learner's practical knowledge and skills relevant to the unit of competency. This includes the learner completing workplace documents or similar as evidence of competent performance.
Workplace Practical Observation
A set of assessment tasks where the learner must demonstrate practical skills relevant to the unit of competency. These skills are to be demonstrated while being observed by the assessor.
IMPORTANT!
All signatures/initials in your submissions, including yours, must be handwritten and dated. Submissions with signatures/initials must be scanned.
The supervisor/observer who completes and signs your evidence submissions must provide their real name, contact number, and email address for your assessor's reference.
Should you encounter issue or concerns regarding your assessment, contact your assessor.

Components of the Marketing Mix Definition of Components of the Marketing Mix

Workplace Project Assessment
Project Overview

This workplace project assessment requires you to identify and evaluate at least three different marketing opportunities according to task requirements.
This assessment is divided into five tasks:
Task 1: Consult Supervisor to Establish Task and Organisational Requirements.
Task 2: Review and Analyse Existing Marketing Clients.
Task 3: Perform Market Segmentation and Analysis.
Task 4: Evaluate and Select Marketing Opportunities.
Task 5: Present Opportunities to Management.
This project requires you to complete the assessment tasks in a workplace or simulated environment where conditions are typical of those in a working environment in this industry.
Each task comes with a set of instructions. You are to follow and perform these instructions while being observed by the assessor and/or submit any required documentation as evidence of task completion.
Before starting this assessment, your assessor will discuss with you these tasks, including instructions, resources, and guidance for satisfactorily completing them.

You are required to:
Complete the tasks within the time allowed, as scheduled in-class roll.
Consult supervisor to establish task and organisational requirements.
Review and analyse existing marketing clients.
Perform market segmentation and analysis.
Evaluate and select marketing opportunities.
Present opportunities to management.

Task 1: Consult Supervisor to Establish Task and Organisational Requirements

Your assessor will observe you as you consult with at least one supervisor to establish task and organisational requirements for identifying marketing opportunities.
Before starting this task:
Identify at least one task that you are required to complete according to your work role.
The task identified will be the basis of the marketing opportunities you will identify, analyse, and evaluate in the succeeding tasks.
Access and review the following:
Workplace documentation with information on requirements of your identified task.
Workplace documentation can include:
Email containing information of your task.
Your job description.
Organisational requirements applicable to the task identified.
These can include the following:
Marketing policies and procedures.
Organisational standards for marketing.
Organisational structure.
Existing business plan.
Existing marketing plan.
You will be assessed on your practical skills to:
Identify the requirements of your identified task.
This must include:
Goal of the identified task.
Resources required to accomplish the identified task.
Consult with your supervisor about who should your target market be according to the task requirements identified.
Select the target market for your identified task.

Discuss the following according to the workplace documentation and organisational requirements:
Roles and responsibilities of marketing personnel in the organisational structure.
Existing business plan.
Existing marketing plan.
Identify at least one marketing objective from each plan discussed.
Participate in a variety of spoken exchanges using suitable language and non-verbal features.
Review the Workplace Project Task 1 - Observation Form.
This form outlines the following:
Resources you are required to access to complete the task.
All practical skills you need to demonstrate to satisfactorily complete the observation task.
Your assessor will discuss these resources with you, and criteria outlined in this form prior to this assessment.
Submit any supplementary documents/sources needed for this task to your assessor, these include:
Workplace documentation with information on requirements of your identified task. These can include:
Email containing information of your task.
Your job description.
Organisational requirements applicable to the task identified. These can include:
Marketing policies and procedures.
Organisational standards for marketing.
Organisational structure.
Existing business plan.
Existing marketing plan.

Task 2: Review and Analyse Existing Marketing Clients

ASSESSMENT INSTRUCTIONS
The task will require you to review and analyse at least two existing marketing clients of the organisation.
Use your workplace/organisation's template to complete this task or use the Marketing Client Analysis template provided at the Bounce Fitness site.
To complete this task, you must:
Identify at least two existing marketing clients of the organisation.
Analyse each identified marketing client against the learner's organisation by conducting a SWOT analysis.
Analyse the external environment of the organisation by conducting a PESTEL analysis.
Identify at least one of each of the following for each analysis conducted:
Gaps
Opportunities
Research and identify at least five marketing opportunities of the organisation according to the identified target market in Workplace Project Task 1.
Results from the SWOT and PESTEL analysis will be used as a guide for the learner to research possible marketing opportunities of the organisation according to the identified target market.
Complete the Marketing Client Analysis template.

Review Workplace Project Task 2 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task. Otherwise, use the Marketing Client Analysis template provided at the Bounce Fitness site.
Submit the completed Marketing Client Analysis template to your assessor. Include any supplementary documents/sources accessed to research for marketing opportunities of the organisation according to the identified target market, such as:
Existing marketing research reports relevant to the organisation.
Books or other documents.
Online articles.

Task 3: Perform Market Segmentation and Analysis

ASSESSMENT INSTRUCTIONS
The task will require you to perform a market segmentation and analysis to identify opportunities for focus of your organisation's marketing efforts.
Use your workplace/organisation's template to complete this task or use the Market Segmentation and Analysis template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Marketing Client Analysis completed in Workplace Project Task 2.
Workplace documentation with information on requirements of the learner's identified task in Workplace Project Task 1.
Existing survey research of the target market identified in Workplace Project Task 1.
Conduct a market segmentation of the identified target market according to the task requirements in Workplace Project Task 1.
During segmentation, identify each of the following based on the survey research accessed:
General numerical figure of the target market.
At least two segmentation categories of the target market.
At least one segment for each segmentation category identified.
Numerical figure of each identified segment.
Percentage of identified segments in relation to the general numerical value of the target market.
Identify at least two marketing factors that affect your organisation based on the PESTEL analysis from Workplace Project Task 2.
Review the relationship between each identified market segment and each identified marketing factor.
Identify at least three marketing opportunities for focus of the organisation's marketing efforts from the opportunities identified in Workplace Project Task 2.
Complete the organisation's Market Segmentation and Analysis template.

Review the Workplace Project Task 3 - Assessor's Checklist
This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task. Otherwise, use the Marketing Segmentation and Analysis template provided at the Bounce Fitness site.
Submit the completed Market Segmentation and Analysis template to your assessor. Include any supplementary documents/sources used to perform a market segmentation and analysis of the target market discussed in Workplace Project Task 1, such as:
Workplace documentation with information on requirements of the learner's identified task in Workplace Project task 1.
Existing survey research of the target market identified in Workplace Project Task 1 which contains the following information:
General numerical figure of the target market.
At least two segmentation categories of the target market.
At least one segment for each segmentation category identified.
Numerical figure of each identified segment.
Percentage of identified segments in relation to the general numerical value of the target market.

Task 4: Evaluate and Select Marketing Opportunities

ASSESSMENT INSTRUCTIONS
Your assessor will observe you as you consult with at least one supervisor to evaluate and select marketing opportunities.
Supervisor to consult must be the same supervisor in Workplace Project Task 1.
Use your workplace/organisation's template to complete this task or use the Marketing Opportunity Analysis template provided at the Bounce Fitness Site.
Before starting this task, access and review the following:
Market Segmentation and Analysis from Workplace Project Task 3.
At least two marketing objectives identified in Workplace Project Task 1.
You will be assessed on your practical skills to:
Identify at least two marketing objectives from Workplace Project Task 1.
Identify at least three marketing opportunities from Workplace Project Task 3.
Analyse each of the marketing opportunities identified in Workplace Project Task 3 if they are aligned with each identified marketing objective.
Select at least two marketing opportunities from the identified marketing opportunities in Workplace Project Task 3 that best aligns with their identified marketing objectives.
Participate in a variety of spoken exchanges using suitable language and non-verbal features.

Submit the completed the Marketing Opportunity Analysis template which contains the following:
At least two marketing objectives of the organisation identified in Workplace Project Task 1.
At least two marketing opportunities that best aligns with the organisation's marketing objectives.
Review the following:
Workplace Project Task 4 - Observation Form.
Workplace Project Task 4 - Assessor's Checklist
These forms outline the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
All practical skills you need to demonstrate to satisfactorily complete the observation task.
Your assessor will discuss these resources with you, and criteria outlines in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task. Otherwise, use the Marketing Opportunity Analysis template provided at the Bounce Fitness site.
Submit the completed Marketing Opportunity Analysis template to your assessor.

Task 5: Present Opportunities to Management

ASSESSMENT INSTRUCTIONS
This task will require you to present at least two marketing opportunities identified in Workplace Project Task 4 to at least one manager.
Manager to whom you can present can include:
General Manager.
Marketing Manager.
To complete this task, you must:
Access and review the following:
Marketing Client Analysis from Workplace Project Task 2.
Market Segmentation and Analysis from Workplace Project Task 3.
Marketing Opportunity Analysis from Workplace Project Task 4.
Present the identified opportunities in Workplace Project Task 4 to at least one manager. During presentation you must also include the results of the documents you accessed and reviewed.
The opportunities presented must correspond with the opportunities identified in Workplace Project Task 4.
Review Workplace Project Task 5 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and criteria outlined in this form prior to this assessment.

Submit evidence of presentation with at least one manager. This must include:
Marketing opportunities identified in Workplace Project Task 4.
Results of the previous analysis completed throughout this assessment. This must include:
Marketing Client Analysis from Workplace Project Task 2.
Market Segmentation and Analysis from Workplace Project Task 3.
Marketing Opportunity Analysis from Workplace Project Task 4.
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of presentation conducted with management.
When using this as evidence, ensure to inform management of the purpose of the recording before doing so.

Workplace Project Assessment
Task 1: Consult Supervisor to Establish Task and Organisational Requirements.
Workplace documentation with information on:
Requirements of the learner's identified task.
Specify evidence submitted:      
Organisational requirements applicable to the task identified.
Specify evidence submitted:      
Copy of the organisational structure of the organisation.
Specify evidence submitted:      
Copy of an existing business plan of the organisation.
Specify evidence submitted:      
Copy of an existing marketing plan of the organisation.
Specify evidence submitted:      
Video recording of the consultation with at least one supervisor
Only if direct observation is not possible.

Task 2: Review and Analyse Existing Marketing Clients
Marketing Client Analysis
Supplementary documents/sources accessed to research for marketing opportunities of the organisation according to the identified target market.
Specify evidence submitted:      
Task 3: Perform Market Segmentation and Analysis
Market Segmentation and Analysis
Existing survey research of the target market identified.
Specify evidence submitted:      
Task 4: Evaluate and Select Marketing Opportunities
Marketing Opportunity Analysis
Video recording of the consultation with at least one supervisor
Only if direct observation is not possible.
Task 5: Present Opportunities to Management
Evidence of Presenting Opportunities to Management.