Reference no: EM133821089

Manage organisational marketing processes

Resources Required for Assessment
To complete the Practical Assessment tasks, you will require access to:
Computer with internet and email access, and a working web browser
Installed software: Word, Adobe Acrobat Reader
A Simulated Workplace Environment-Bounce Fitness that will allow you access to:
Relevant information, including:
Strategic marketing objectives from the marketing plan
Marketing, promotional, and sales activities
Market movements that will affect the marketing plan
Organisational requirements for monitoring policies
Roles, responsibilities, and accountabilities of marketing staff and contractors
Personnel involved in the marketing mix
Actual consecutive periodic performance of each activity identified in the Marketing Performance Management Plan
Changes in external market conditions during the performance period.
Key performance indicators of individuals and teams responsible for achieving each performance target
Actual consecutive periodic performance of each success and performance gap identified during the first monitoring occasion.
Workplace documentation, including:
Marketing plan
Product, distribution, pricing, and marketing communication policies
Workplace templates, including or similar to the following:
Marketing Performance Management Plan
Communication Strategy
Marketing Performance Monitoring Report
People, including:
At least two individuals to provide support to in the marketing effort
At least two teams to provide support to in the marketing effort.

Question 1
Complete the table below.
Outline at least three marketing organisational structures.
Identify at least one benefit of each marketing organisational structure.
Identify at least one limitation of each marketing organisational structure.

Question 2
Complete the table below.
Identify at least four roles in a marketing organisation.
Explain briefly how each identified role can be performed in the workplace.

Question 3
Access and review Bounce Fitness's marketing policies through the link below.
Bounce Fitness - Marketing Policy Procedures

For each policy listed below, identify at least two responsibilities of marketing personnel related to the policy.
Briefly outline the process of developing marketing templates, based on the identified marketing policies.

Question 4
Bounce Fitness is a premiere fitness centre with its head office located in Cairns. Aside from offering fitness services, the company also sell products such as pre-workout powders, protein powders, and glutamine tablets and powders. These are supplied by supplement manufacturers. Get It Done Now!
Access and review the following about Bounce Fitness's products and services through the links below.

Answer the following questions about Bounce Fitness' industry, products, and services. This will require you to conduct research on products and services in the fitness industry similar to the products and services of Bounce Fitness.
Complete the table below about products and services relevant to the fitness industry. Additional instructions are provided below.

Services
Identify at least two services provided by bounce fitness.
List the pricing information of these services provided by bounce fitness.
Compare these prices to the average price of similar services in the fitness industry.

Products
Identify at least two products provided by bounce fitness.
Describe the key feature of each identified product of Bounce Fitness.
Outline the difference between the key feature of similar products in the industry and those of Bounce Fitness.

Question 5
Complete the table below.
Identify at least three principles of marketing.
Briefly explain, in 50 words or more, how each identified principle can be applied to the marketing process.

Question 6
Explain, in your own words, in 50 words or more, how each principle of strategic analysis identified in the table below can be applied to improve marketing performance in the workplace.

Principles of Strategic Analysis
It is the process of gathering information that helps a company make decisions on their goals and priorities.

It is aimed at formulating a long-term strategy for the business.      

Question 7
Explain in your own words, in 50 words or more, how each principle of strategic management identified in the table below can be applied to improve marketing performance in the workplace.

Principles of Strategic Management

Set goals, procedures, and objectives to make a company more competitive.      

Identify and analyse internal and external strengths and weaknesses.      

Question 8
Complete the table below.
Identify at least two types of statistical techniques.
Explain, in 50 words or more, how each identified type of statistical technique can be used to measure marketing performance.
Identify at least two different data evaluation techniques.
Explain, in 50 words or more, how each identified data evaluation technique can be applied to evaluate marketing performance.

Question 9
Complete the table below.
Identify at least two types of communication strategies.
Briefly explain, in your own words, how each identified strategy can be used to improve marketing performance.

Question 10
Answer the questions below about marketing performance targets.
List two marketing activities that are conducted in your workplace.
Identify why the following requirements are considered for each marketing activity identified.
Costs
Time
Quality

Question 11
Complete the table below about performance management.

For each indication of underperformance by teams, listed below, identify at least one way to manage the underperformance.

For each indication of underperformance by individuals, listed below, identify at least one way to manage the underperformance.

Question 12
Complete the table below on mentoring of teams and individuals.

List at least two differences between mentoring of teams and Individuals.

Identify at least two best practices for mentoring teams and individuals.

Assessment 2- Practical Assessment

The Practical Assessment is a set of tasks that must be completed in a Simulation Environment-Bounce Fitness. To be assessed for this unit of competency, you must demonstrate your skills and knowledge to manage organisational marketing processes.

The Practical Assessments in this workbook include:
Simulated 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 Simulated Workplace documents or similar as evidence of competent performance.
Simulated 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.

The simulation Bounce Fitness environment will provide you access to all the resources required to complete this assessment. Please see Resources Required for Assessment and access to Bounce fitness simulated environment.

Background of Simulation Environment- Bounce Fitness:

Please access and review the information from the following links before to complete each tasks using the Simulated Workplace Assessment-Bounce Fitness.

Bounce Fitness internet-coffee-shop-marketing-plan

Bounce Fitness Marketing-and-operational-strategy

Marketing-mix-monitoring

Bounce-fitness-marketing-plan

Simulated Workplace Project Assessment

Project Overview
This Simulated Workplace Assessment requires you to manage marketing processes for an organisation.
This assessment is divided into 3 tasks:

Task 1: Marketing Performance Management Plan

Task 2: Communication Strategy

Task 3: Marketing Performance Monitoring Report

You are required to complete the assessment tasks in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

Each task comes with a set of instructions. You are to follow these instructions to complete the assessment. Each task will require you to either:
Submit completed workplace templates and/or any required documentation; or
Demonstrate task requirements while being observed by the assessor.
Some tasks may include both requirements. These will serve as evidence of your task completion.
Before starting this assessment, your assessor will discuss with you these instructions, resources, and guidance for satisfactorily completing the tasks.

You are required to:
Complete the tasks within the time allowed, as scheduled in-class roll.
Manage marketing processes for an organisation.
Resources Required for Assessment
Resources you need to access to complete the Simulated Environment assessment are outlined in the Resources Required for Assessment section of this workbook, and in the corresponding Assessor's Checklist and/or Observation Form of each task.
Discuss each requirement with your assessor before commencing with each task.

Task 1: Marketing Performance Management Plan
Assessment Instructions
This task will require you to manage marketing efforts for your organisation and monitor related communication policies.
Use Marketing Performance Management Plan template provided on Appendix section at the end of this assessment workbook.
To complete this task, you must:
Source and review organisational documents with information on the following:
Marketing plan.
Strategic marketing objectives from the marketing plan.
Economic directions, social trends, and industry practices that impact marketing in the organisation.
Marketing, promotional, and sales activities.
Market movements that will affect the marketing plan.
Market movements refer to external market changes that require the organisation's marketing plan to be updated to keep it relevant and targeted.
Product, distribution, pricing, and marketing communication policies.
Organisational requirements for monitoring policies.
Identify the following:
At least two strategic marketing objectives.
Market developments that will impact marketing in the business areas of the organisation.
At least two economic directions
At least two social trends
At least two industry practices
At least two business areas that offer the best opportunities for the organisation.
Identify the following activities for each business area:
At least one marketing activity
At least one promotional activity
At least one sales activity
For each identified activity:
At least four consecutive periodic performance targets based on market metrics.
Market metrics refer to measurable indicators that reflect actual performance. For example, a performance target for a sales activity can be ‘5% increase in sales revenue', where ‘sales revenue' is the market metric.
The individual or team responsible for achieving each performance target.
Overall, there must be at least one individual and one team.
For two separate occasions, identify the following:
The following policies that apply to the marketing plan:
At least two different product policies
At least two different distribution policies
At least two different pricing policies
At least two different marketing communication policies
At least one market movement relevant to the business area identified.
The impact of the market movement on each policy.
The change required to be made to each impacted policy to keep it relevant.
Prepare a Marketing Performance Management Plan incorporating all the above information.
Update the organisational marketing plan with the identified activities for each business area. For each identified activity, include:
The identified periodic performance targets.
The individual or team responsible for achieving each performance target.
Manage at least two marketing activities identified in the Marketing Performance Management Plan

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. Use the Marketing Performance Management Plan template provided on Appendix section at the end of this assessment workbook.
Submit the completed Marketing Performance Management Plan to your assessor. Include all supplementary documents/sources used to create the Marketing Performance Management Plan, including the following:
Marketing plan.
Strategic marketing objectives from the marketing plan.
Economic directions, social trends, and industry practices that impact marketing in the business areas of the organisation.
Marketing, promotional, and sales activities.
Market movements that will affect the marketing plan.
Product, distribution, pricing, and marketing communication policies.
Organisational requirements for monitoring policies.
Submit a copy of the organisation's updated marketing plan with integrated marketing, promotional, and sales activities.
You must also submit evidence of managing at least two marketing activities. Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of meeting(s) conducted
When using this as evidence, ensure to inform the attendees of the purpose of the recording before doing so.

Task 2: Communication Strategy

Assessment Instructions
This task will require you to develop a communication strategy and manage communication with marketing staff.
Use the Communication Strategy template provided on Appendix section at the end of this assessment workbook.
To complete this task, you must:
Access and review the Marketing Performance Management Plan from Simulated Workplace Assessment Task 1.
Source and review organisational documents with information on the following:
Roles, responsibilities, and accountabilities of marketing staff and contractors
Personnel involved in the marketing mix
These are staff or contractors involved in distribution, pricing, product and service design, product and service quality, product and service features, and promotion.
Communicate all the strategic marketing objectives from the Marketing Performance Management Plan to all people in the organisation.
Identify personnel involved in the marketing mix, including:
At least one staff member
At least one contractor
Identify the following information for each personnel identified:
Name
Role
Responsibility
Accountability
Identified information must be confirmed from the reviewed organisational documents.
Develop a communication strategy to communicate effectively with the marketing staff and contractors to meet the strategic marketing objectives by identifying the following:
Purpose of the communication
Context of the communication
Individual or team to be communicated with
Expected outcome of the communication.
Confirm that the identified staff and contractors are collaborating in the marketing effort, in accordance with their roles, responsibilities, and accountabilities.
Identify at least one new idea from at least two individuals and at least two teams in the marketing effort.
A new idea is one that has not been used before.
Provide support to the identified individuals and teams in the marketing effort.
This can be by way of providing resources, training, or guidance needed for the marketing effort.
Review Simulated Workplace Assessment 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. Use the Communication Strategy template provided on Appendix section at the end of this assessment workbook. Submit the completed Communication Strategy to your assessor. Include all supplementary documents/sources used to create the Communication Strategy, including the following:
Roles, responsibilities, and accountabilities of marketing staff and contractors
Personnel involved in the marketing mix
You must also submit evidence of:
Communicating the strategic marketing objectives from the Marketing Performance Management Plan to all people in the organisation.
Confirming that the identified staff and contractors are collaborating in the marketing effort, in accordance with their roles, responsibilities, and accountabilities.
Providing support to at least two individuals and two teams in the marketing effort.
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the meeting conducted
When using this as evidence, ensure to inform the business contact of the purpose of the recording before doing so.

Task 3: Marketing Performance Monitoring Report

Assessment Instructions
This task will require you to monitor, analyse, and improve marketing performance.
Use the Marketing Performance Monitoring Report template provided on Appendix section at the end of this assessment workbook. To complete this task, you must:
Access and review the Marketing Performance Management Plan developed in Task 1.
Source and review the following information:
Actual consecutive periodic performance of each activity identified in the Marketing Performance Management Plan
Changes in external market conditions during the performance period.
Key performance indicators of individuals and teams responsible for achieving each performance target
Actual consecutive periodic performance of each success and performance gap identified during the first monitoring occasion.
Monitor the actual performance of each activity on at least two occasions.
For the first monitoring occasion:
For each activity from the Marketing Performance Management Plan developed in Simulated Workplace Assessment Task 1, identify:
Date of monitoring.
The consecutive periodic performance targets.
Actual consecutive periodic performance.
The individual or team responsible for achieving each performance target.
The marketing outcome, by comparing the actual consecutive periodic performance trend with the performance targets using the reviewed Key Performance Indicators.
The marketing outcome can be a ‘success' or a ‘performance gap'. A success is an overperformance where the actual consecutive periodic performance meets or exceeds the target. A performance gap is an underperformance where the actual consecutive periodic performance fails to meet or exceed the target.
Evaluate the overall marketing performance.
Identify at least two changes in external market conditions.
Identify the impact of each change in external market conditions on strategic marketing objectives.
Set new consecutive periodic performance targets for each identified success and performance gap.
Address the underperformance of each identified individual and team, according to organisational policies and procedures.
This can be by way of providing resources, training, or guidance.
For the second monitoring occasion, for each identified success and performance gap:
Compare the actual periodic performance with the new performance targets.
Prepare a Marketing Performance Monitoring Report including all the above information, according to organisational policies and procedures.

Submit the completed Marketing Performance Monitoring Report to your assessor. Include all supplementary documents/sources used to create the Marketing Performance Monitoring Report, including the following:
Actual consecutive periodic performance of each activity identified in the Marketing Performance Management Plan.
Changes in external market conditions during the performance period.
Key performance indicators of individuals and teams responsible for achieving each performance target.
You must also submit evidence of addressing the underperformance of each identified individual and team, according to organisational policies and procedures.
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the meeting conducted.
When using this as evidence, ensure to inform the business contact of the purpose of the recording before doing so.