Reference no: EM132191403

Activities

Complete the following activities individually or in a group (as applicable to the specific activity and the assessment environment).

Where applicable, a signed observation by either an approved third party or the assessor will need to be included in these activities as proof of completion.

Activity 1A

Objective

To provide you with an opportunity to identify how to evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process.
1. What are your main organisational objectives?

2. Consider the following common marketing opportunity options:

» Forming strategic alliances and developing cooperative business models
» Creating new products or services to target specific markets
» Pursuing greater market penetration with existing products or services
» Implementing take-overs
» Creating new business through franchising.

Briefly outline how these may address your organisation's objectives. Could your organisation benefit from these? Could they face any difficulties as a result?

3. Outline any other marketing opportunity options that are relevant to your organisation's objectives.

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

Activity 1B

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

1. What is a marketing strategy?

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)?

3. Following on from question 2, now give your organisation a rating for each element and compare this to the likelihood of success.

Activity 1C

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

1. What resources do you have?

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

Activity 1D

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

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

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

3. For marketing a product of your choice, choose a feasible marketing strategy and in a verbal communication with a colleague (or person representing a colleague), justify why you have selected this strategy.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

Activity 1E

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

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

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

Activity 1F

Objective To provide you with an opportunity to identify how to develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives.
1. What may you want to compare when conducting a competitive analysis?

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

3. What is a product portfolio analysis?

Activity 2A

Objective To provide you with an opportunity to identify how to detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible.
1. What should your action plan include?

2. What tips could you give for managing time?

Activity 2B

Objective To provide you with an opportunity to know how to identify coordination and monitoring mechanisms for scheduled activities.
Choose one of the below elements and describe how you could monitor it:

» Advertising
» Promotions
» Distribution
» Finances.

Activity 2C

Objective To provide you with an opportunity to identify how to ensure tactics are achievable within organisation's projected capabilities and budget.
What do you need to ensure that tactics are achievable within organisation's projected capabilities and budget?

Activity 2D

Objective To provide you with an opportunity to identify how to ensure tactics meet legal and ethical requirements.
1. What type of legal and ethical requirements do you need to consider?

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

Activity 2E

Objective To provide you with an opportunity to identify how to ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary.
1. How can you review performance regularly against objectives and budgets?

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

Activity 3A

Objective To provide you with an opportunity to identify how to ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix.
1. What different types of marketing approaches are there?

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

Activity 3B

Objective To provide you with an opportunity to identify how to ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics.
1. What should you include in your rationale?

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 3C

Objective To provide you with an opportunity to identify how to present marketing plan for approval in the required format and timeframe.
1. If your organisation has a template for marketing plans attach it here. What information is needed when presenting your marketing plan for approval?

2. What are other format considerations?

3. Develop an idea for a marketing opportunity and verbally present this to your manager (or person representing your manager) using appropriate communication skills to explain your idea. (You may produce supporting documentation to help with your presentation.)

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

Activity 3D

Objective To provide you with an opportunity to identify how to adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe.
1. Who are your stakeholders?

2. What do you need to consider when implementing adjustments?

Summative Assessments

Section A: Skills Activity

Objective: To provide you with an opportunity to show you have the required skills for this unit.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the following skills:
» Reading
» Writing
» Oral communication
» Numeracy
» Navigate the world of work
» Interact with others
» Get the work done

Answer the activity in as much detail as possible, considering your organisational requirements.

1. As a workplace activity, or simulated workplace activity, develop an idea for a marketing opportunity. This should include:

» Accessing information about the idea, the marketing process and how to develop this further
» Accessing relevant legislation and ethical standards that will need to be factored in
» Ensuring regulatory requirements are identified
» Discussing your idea with colleagues to determine the feasibility of this and to discuss strategies and tactics
» Determining any issues that may arise or impact on the achievability of the idea
» Documenting your idea and the components that need to be included, e.g. objectives, budgets, timelines, targets.

Section B: Knowledge Activity (Q & A)

Objective: To provide you with an opportunity to show you have the required knowledge for this unit.

The answers to the following questions will enable you to demonstrate your knowledge of:
» 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
» The 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.

1. For your organisation, or an example organisation, summarise the following:

» The organisation's structure
» Its products and services
» The overall strategic objectives
» The overall marketing objectives.

2. What are the following marketing opportunity options:

» Strategic alliances
» Take-overs
» Franchising?

3. Provide three different marketing strategies that you could take for marketing a product or service.

4. How can you ensure that your marketing projects are legal, ethical and achievable within the context of your organisation or business industry?

5. What legislation/regulation requirements impact your type of business?

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance elements for this unit.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the followingperformanceevidence:
» Devise, document and present a marketing plan including:
o evaluation of marketing opportunity options
o marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives
o marketing tactics that are legal, ethical, achievable and can be reviewed
o costs, scheduling, responsibilities and accountabilities for tactics
o strategic use of marketing approaches and marketing mix
o rationale for objectives and chosen strategies and tactics
» Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation

Answer the activity in as much detail as possible, considering your organisational requirements.

1. As a workplace activity, or simulated workplace activity, devise, document and verbally present a marketing plan that you have developed for a marketing opportunity. This will need to include the following:

» Evaluating the options for the marketing opportunity
» Assessing the different possible marketing strategies which use existing organisational strengths and maximise the opportunities
» Determining resource and expertise requirements
» Identifying marketing tactics that are in line with your organisation's ethical values and ensure a legal approach
» Using marketing tactics which are achievable and are able to be reviewed
» Identifying costs, schedules, responsibilities and accountabilities
» Using strategic approaches and a marketing mix
» Having a reason for choosing your strategies and tactics
» Compiling and documenting information clearly for presenting.

2. As a workplace activity, or simulated workplace activity, following on from your presentation of the above marketing plan, take into consideration the feedback that was given and adjust the plan so this meets organisational objectives and the expectations of the relevant stakeholders. This should then be communicated to the stakeholders for implementing the plan.

Attachment:- Workbook.rar