ASSESSMENT RECEIPT FORM

NOTE:

DECLARATION:

2. I am aware of the requirements set by my assessor.

3. I have retained a copy of my assessment.

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Students must retain this as a Record of Submission

About this booklet

PART 1: Assessment information: This part contains information on the assessment for this unit of competency and how an assessment will be conducted throughout this unit to achieve the competency. It includes:

• Application of the unit of competency

• Outline of evidence to be collected

• Administration, recording and reporting the requirements including special adjustments, appeals, reasonable adjustments and assessors’ intervention.

PART 1

Assessment Information

Application of the unit of competency:

This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

Purpose of assessment:

Performance evidence:

Evidence of the ability to:

• Monitor marketing performance across an organisation by comparing performance against key performance indicators

Knowledge evidence:

To complete the unit requirements safely and effectively, the individual must:

• Summaries economic, social and industry directions, trends and practices

Context and conditions for assessment:

To comply with the assessment conditions of this unit:

• Skills for this unit of competency will be demonstrated in Technical Education Development Institute classroom/Computer lab located at Level 1, 212 King St , Melbourne , Victoria 3000

Resources required:

• Technical Education Development Institute Learners’ resources for the unit BSBMKG603 – Manage the Marketing Process

Clustering/holistic assessment:

There is no provision for clustering of assessments in this unit.

Competency requirements:

Assessment tasks:

Outline of evidence to be collected:

The assessments are intended to be equitable, fair and flexible.

Submission of assessment:

You must ensure that the completed assessment tasks are submitted along with the assessment cover sheet:

• You are permitted to use dictionaries and to seek support (as required) unless it puts in jeopardy the integrity of the assessment, your assessor will let you know if this is the case.

• Unless the assessment task specifically allows pair work or group activities such as brainstorming, you must submit your own original work and must not copy the work of other students. Plagiarism is unacceptable.

Recording an assessment result:

Retaining assessment records:

The assessor will ensure that the student records are securely retained and stored in accordance with the Technical Education Development Institute record control policy accessible by the Student Administration Officer.

Assessment outcomes: -

For assessment task:

On the individual assessment cover sheet for assessment tasks you will be marked Satisfactory, if you have completed the task successfully, submitted all evidence and satisfied the assessment criteria and Not Satisfactory, if you have not completed the task, the evidence is not sufficient or does not meet the requirements of the assessment criteria.

Re-assessment:

If you are unsuccessful at achieving competency at the first attempt, you will be given two further opportunities for re-assessment at a mutually agreed time and date. For further details, refer to the Technical Education Development Institute Re-Assessment Policy and Technical

Student access to records:

Support:

Reasonable adjustments and special learning needs:

Where pre-training interviews and LLN assessments reveal that a student may require special support or where, after enrolment, it is made apparent that the student requires special support, reasonable adjustments will be made to the learning environment, training delivery, learning resources and/or assessment tasks to accommodate the particular needs of the student. An adjustment is reasonable if it can accommodate the student’s particular needs, while also taking into account factors such as the student’s views, the potential effect of the adjustment on the student and others and the costs and benefits of making the adjustment.

Any adjustments made must:

Reasonable adjustment may consist of:

• providing additional time for students to complete learning and assessment tasks

• Presenting work instructions in diagrammatic or pictorial form instead of words and sentences.

Complaints and appeals:

If you are dissatisfied with an assessment outcome, you may appeal the assessment decision. In the first instance, you are encouraged to appeal informally by contacting the assessor and discussing the matter

Assessor intervention:

Plagiarism, cheating and assessment dishonesty:

Technical Education Development Institute considers plagiarism and cheating as a serious misdemeanor. Evidence of plagiarism and cheating is treated on a case by case basis and the consequences for students engaging in such practices may include failure of the assessment or unit or exclusion from the course. For more information, refer to Technical Education Development Institute’s Assessment Policy.

Note: Referencing is a way of acknowledging the source of information that a person uses to research your assignment. References should be provided whenever someone else’s words. Ideas or research is used. One should also provide references for any information used. Website, journals, Research paper, Blogs, article and any other online sources needs to be referenced.

Assessor feedback:

Student Declaration:

• Assessment work has not been copied or submitted for any other unit/course.

• I have taken proper care and effort to ensure my work has not been copied by another person.

PART 2

Assessment Task Cover Sheet Task 1 (AT1)

Required documents and equipment:

• Learner’s notes

Instructions for students:

• This assessment will be conducted in Computer lab with access to the resources listed above.

• You are required to mention your name and student Id in either header or footer of the assessment document to be submitted.

Planning the assessment

Access all resources mentioned in required resources, either printed copies or access via the internet.

Evidence specifications:

At the end of the assessment, student will be required to submit the following evidence on the same day of the assessment.

• Completed assessment task with all questions answered.

Evidence submission:

Assessment Task Cover Sheet Task 2 (AT2)

Assessment Task 2: Skill Test

Required documents and equipment:

• Computer with internet connection to refer to various programs such as MS word, MS excel, MS PowerPoint or any other recognised software program.

Instructions for students:

• This assessment will be conducted in TEDI’S Campus with access to the resources listed above.

• You must answer all questions as part of this assessment and submit answers in electronic copy. The assessor will verify the authenticity of the work by asking questions regarding the answers provided. You must satisfactorily answer all questions to be deemed Satisfactory for this assessment.

• You are required to mention your name and student Id in either header or footer of the assessment document to be submitted.

Planning the assessment

• Access all resources mentioned in required resources either printed copies or access via the internet.

• • Submit with a completed and signed assessment cover sheet.

Evidence specifications:

At the end of this assessment, you will be required to submit following evidence before due date specified by the assessor:

Evidence submission:

• Documentation can be submitted electronically.

• Assessor will record the assessment outcome on the assessment cover sheet.

Scenario: (For this assessment, you can choose any other organisation, which must be approved by your assessor.)

Vision

Two billion times a day, F&L brands touch the lives of people around the world. F&L people work to make sure those brands live up to their promise to make everyday life just a little bit better.

Market Segmentation

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segments allow companies to create product differentiation strategies to target them. Each brand must be positioned for its target segment and a single Finch and Larck brand cannot have one positioning for all of F&L’s segments As of July 1, 2011, the company structure is categorized into two "Global Business Units" with each one further divided into "Business Segments" according to the company's 2011 Annual Report. F&L’s main competitors such as Unilever, Colgate-Palmolive and Johnson & Johnson follow a similar multi-brand strategy.

Promotion Strategy

• Fragrance oriented and eco friendly

• Newspaper

Distribution and pricing

F & L communication policy:

1. The company is committed to ensuring that appropriate policies, procedures and monitoring arrangements are in place to support good internal and external communications.

2. The Trust is further committed to developing two-way communications channels recognising that the key stakeholder groups who can support the Trust to improve services are those who use the services and those who deliver them.

• ensure that staff, their representatives and other key stakeholders are engaged on a regular basis in order to provide information, receive feedback and act on this as appropriate;

• enhance the commitment of all staff to the Trust’s performance;

• champion and facilitate the ethos of staff involvement within the Trust; and

• ensure that all employees receive consistent messages

Positioning

• Channels

• People

F&L Marketing Strategies

Strategic marketing objectives:

1. • Financial Growth: To exceed $10 million in the next 10 years.

   • Financial Growth: To increase revenue by 10% annually.
2. • Current Customers: Increase customer retention.

   • Current Customers: Achieve and maintain outstanding customer service.

   • Customer Services: Improve our service approach for new and existing customers.

3. Internal/Operational Strategic Objectives

   • Customer Management: To execute and maintain a CRM process that is producing results.

4. People/Learning Strategic Objectives

Advertising

Including unmeasured social media, F&L declared advertising expenditure for fiscal 2017 of $7.12bn. In the US, Kantar (in Advertising Age) reported measured media expenditure in calendar 2016 of $2.49bn, out of an estimated total of $4.3bn. Biggest spending brands were Olay (measured spend

Monitoring and Control

Performance Gap Analysis of F&L

• Revenue increased by 11% as compared to the expected 10%.

• Expenses decreased by 6 % as compared to the expected 5%.

• Brands recognise the importance of customer attachment.

• Ad-blocking technology shakes up advertising industry.

This has inadvertently affected the company’s strategic objectives such as:

• Expanding sales to existing customers is becoming difficult because of the stiff competition in the market.

Changes to company’s distribution, pricing and communication policy

With the advances in the technology, F & L increased its distribution to overseas so must change dramatically its distribution policy. Now company is not using email to notify employees and contractors of important information. Company is using skype conversations to notify employees and stakeholders of important information. Open ended emails are not being used to send data and messages, but company has introduced secure servers for the purpose. Only the department heads are notified about changes and it’s their responsibility to notify their staff.

As the company over performed its set targets putting extra work load on its employees. The employees were regularly asking for bonuses and leave. The company has changed its communication policy in a way that only authorised chosen representatives of the employees from the employee union can meet with senior staff and they have to put their demands in writing.

• Elasticity is dependent on a number of factors, including:

• Is the product a necessity or a luxury?

1. • Used for new products and services, especially technology.

   • The initial price is set high and attracts 'early-adopters' who want the product or service now and are willing to pay.
2. • Discourages competitors because of the low profit margin.

   • A large target market and a high volume of sales are needed to meet profit goals.

Finch and Larck thoroughly focus on promotional activities and marketing is one of its major departments to carry out effective business operations. All the advertising and promotional activities are handled by this department. Being the Marketing Manager, you are responsible for efficient working of the department. Due to rapid advancement in the field of technology and digital media, you need to redesign your marketing processes and procedures. So, you need to write a report on effective marketing procedures for the understanding of the senior management and all concerned stakeholders. Your assessor will act as a management authority and will provide you all the relevant information. Use the given template for the preparation of your report.

Prepare the report keeping the following in prospect:

PR1.5 Evaluate the marketing outcomes, review strategic objectives and marketing metrics, and suggest if any amendments are required.

PR 1.6 Perform root cause analysis for the performance gaps and successes and mention atleast two

(Appendix-2)

Performance checklist - Assessor to complete:

o

Section 1

Section 2

Communication | Is the learner able to:

• Follow instructions

• Identify the task requirements including document purpose and proposed audience

Safety | Is the learner able to:

• Ensure your actions do not put the safety of yourself or others at risk

Yes No

Section 3

• • Performed root cause analysis appropriately to identify reasons for performance gaps, successes and suggested appropriately to improve strategic

performance

Assessor to tick the appropriate document completed by the student.

Yes No

Yes No

1. oTbejcehcntiicvael Esducation Development Institute

2. Technical Electronics Centre

Assessment Task Cover Sheet Task 3 (AT3)

Required documents and equipment:

• Computer with internet connection to refer to various programs such as MS word, MS excel, MS PowerPoint or any other recognised software program.

• Technical Education Development Institute Learners’ resources for the BSBMKG603 –Manage the Marketing Process (organised by the trainer)

Instructions for students:

• You must answer all questions as part of this assessment and submit answers in electronic copy. The assessor will verify the authenticity of the work by asking questions regarding the answers provided. You must satisfactorily answer all questions to be deemed Satisfactory for this assessment.

• For this assessment, you can choose any other organisation, which must be approved by your assessor.

Planning the assessment

• Access all resources mentioned in required resources either printed copies or access via the internet.

• Time required for assessment: 20 hours (this will be completed over multiple sessions but student must submit assessment on or before the due date provided by the trainer/Assessor)

• • Complete and submit in due timelines.

  • Submit with a completed and signed assessment cover sheet.

Evidence specifications:

• Developing a communication strategy

• Report explaining the evaluation of marketing performance

Evidence submission:

Scenario: (For this assessment, you can choose any other organisation, which must be approved by your assessor.)

In continuation to the case study given in Assessment Task 2, Mark the Marketing Manager contacted Adam, the Customer Service Manager of the company and discussed with him about the strategic marketing objectives of the company. Mark discussed with him that few of the strategic marketing objectives are not attained by the company in the previous year as following:

Mark found that the Customer Service Manager, Adam, is not clear about the company’s strategic marketing objectives. Also, he is not clear about his roles and responsibilities in the marketing process. He believes that his role is more focussed on attending to customer complaints after sales and providing solutions to them.

Mark also contacted the contractor, Vijay and new employee in the marketing department John. Mark communicated with them about the strategic marketing objectives of the company. Mark found that they are also not aware of the company’s strategic marketing objectives.

PRJ2.2 Clarify the roles and responsibilities and establish accountabilities of the stakeholders involved in the marketing effort.

PRJ2.3 Discuss and finalise the most appropriate communication strategy for improving involvement and ensure that stakeholders work together to meet organisation’s marketing objectives. (Appendix-3)

2. He is facing difficulty in interpreting marketing report data.

3. He is facing difficulty in communicating with the sales team due to limited English language skills.

Project checklist - Assessor to complete:

the appropriate

o

tick the

Section 1

Section 2

Communication | Is the learner able to:

• Follow instructions

• Identify the task requirements including document purpose and proposed audience

Safety | Is the learner able to:

• Ensure your actions do not put the safety of yourself or others at risk

Yes No

1. • Good listening skills

• Clarified the doubt with appropriate examples/ points

Assessor to tick the appropriate document completed by the student.

Yes No

Yes No

Page 33 of 41

• Displayed and understanding of different communication strategies and selected the most

Candidate Feedback Form

Appendix1- Assessment resource in simulated business environment

Technical Education Development Institute will conduct this assessment in computer lab by setting simulated business environment which is safe and experiences typical writing field of work. The following resources will be made available to the learner:

Appendix 3 - Managing Marketing Personnel

Appendix 4 - Managing Marketing Personnel