Assessment Resource Summary Unit Details BSBMKG609 Develop a marketing plan Assessment Type This is a summative assessment ,   this assessment needs adequate practice prior to undertaking this assessment. Assessment Methods Project and PPT Assessment 2 Task 2 – Project Work and Presentation Submission Details The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See instructions below for details. Assessment description This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan. Procedure Section 1:  Devise a marketing strategy Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks. Also read: Marketing Plan for SPAR 1. Evaluate the options for marketing opportunities. a. Provide a summary of the organisation’s business structure and products/services it provides. b. Address the organisational objectives. c. Evaluate the risks and returns in the selection process. 2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources. a. Complete a SWOT analysis. b. Complete a gap analysis. c. Identify at least two possible alliances, and weigh up the advantages and disadvantages. 3. Develop feasible marketing strategies for the product/service. a. Identify the strategies for pricing, placement and promotional channels. b. Describe a marketing mix, such as the people, processes and physical evidence. c. Identify the target market segmentation. d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction. 4. Develop a marketing performance review strategy. The strategy must be able to: a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI). b. Review organisational performance, such as by using progress reports. Section 2:  Plan marketing tactics More to read: PESTL Analysis Assessment Task 5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended. a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes: · Detailing a budget for implementing the marketing strategy · Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists. b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget. c. Explain how the tactics meet legal and ethical requirements. d. Identi.

1. Assessment Resource Summary
Unit Details
BSBMKG609 Develop a marketing plan
Assessment Type
This is a
summative assessment
, this assessment needs adequate practice prior to undertaking
this assessment.
Assessment Methods
Project and PPT
Assessment 2
Task 2 – Project Work and Presentation
Submission Details

2. The assessment task is due on the date specified by your
assessor. Any variations to this arrangement must be approved
in writing by your assessor.
Submit this document with any required evidence attached. See
instructions below for details.
Assessment description
This assessment his divided in four (4) sections. This
assessment requires you to devise a marketing strategy, plan
marketing tactics, prepare the marketing plan and present and
adjust the marketing plan.
Procedure
Section 1:
Devise a marketing strategy
Write a report that outlines the marketing strategies required for
a marketing plan. You may use the case study scenario in Annex
VII to complete the tasks.
Also read:
Marketing Plan for SPAR
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure
and products/services it provides.
b. Address the organisational objectives.
c. Evaluate the risks and returns in the selection process.

3. 2. Identify the organisation’s strengths and opportunities in line
with its current capabilities and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the
advantages and disadvantages.
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional
channels.
b. Describe a marketing mix, such as the people, processes and
physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align
with the organisation’s strategic direction.
4. Develop a marketing performance review strategy. The
strategy must be able to:
a. Measure the organisation’s marketing performance using
marketing metrics such as numbers of clicks, conversion rates
and return on investment (ROI).
b. Review organisational performance, such as by using
progress reports.
Section 2:

4. Plan marketing tactics
More to read:
PESTL Analysis Assessment Task
5. Write a report that details a tactical plan for implementing
each of the marketing strategies you recommended.
a. Develop a coordination and monitoring mechanism for
scheduled activities, such as a work schedule or project
management application. This includes:
· Detailing a budget for implementing the marketing strategy
· Identifying the people responsible for tasks, including internal
and external stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the
organisation’s objectives, capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identify ways to review the ongoing performance against the
objectives and budget, and adjusted if required.
Section 3:
Prepare the marketing plan
6. Develop a marketing plan.
a. Meet organisational and marketing objectives.
b. Incorporate marketing approaches and a strategic marketing
mix.

5. c. Ensure there is a rationale for objectives and information that
supports the choice of strategies.
Section 4:
Present and adjust the marketing plan
7. Present the marketing plan in the required format and time
frame using appropriate language and nonverbal techniques. The
format could be:
· written report
· slideshow presentation
· spreadsheet
· combination of methods.
8. Make adjustments to the marketing plan in response to
feedback from key stakeholders. Feedback may be obtained
through:
· evaluation forms
· listening and questioning via face-to-face interviews ● group
feedback sessions ● online surveys.
9. Disseminate the plan to key stakeholders for implementation
in the required time frame. This may be via:
· email
· team meetings
· project management applications.

6. Specifications
You must submit:
1. Report on marketing strategies (Task 1 – 4)
2. Tactical plan (Task 5)
3. Marketing plan (Task 6)
4. Marketing scorecard (Task 6)
5. Evidence of marketing plan presentation (Task 7)
6. Feedback from key stakeholders (Task 7)
7. Adjusted marketing plan (Task 8)
8. Evidence of distribution of updated plan to key stakeholders
(Task 9)
Annexure 1
Marketing plan evaluation form
Presenter: ……………………………………………….
Date: ……………………………………………………...
Participants
⬜ Colleague/peer

7. ⬜ Other (specify)…………………
To what extent did the marketing plan give clear information
in relation to the following?
Yes
Somewhat
No
Comments
1. The marketing challenge
2. The market research that has been conducted
3. Customer analysis and perceptions
4. Competitor analysis

8. 5. Alliances and collaborators
6. Summary of SWOT analysis
7. Market segmentation
8. Alternative marketing strategies
9. Recommended marketing strategy
10. Description of the four Ps – product, pricing, positioning
and promotion
11. Short- and long-term projections
12. Rationale for marketing strategies
13. Evaluation and monitoring strategies

9. Additional comments
…………………………………………………………….…………
…………………………………
……...………….………………………………………………………
…….…………………………
……………………..…………….……………………………………
……………………….………
…………………………………….…….…
Annexure 2
Marketing budget template
Marketing budget
Title:
Objective and target outcome:
Customer segment:
Task
Cost

10. Approval signature
Production budget:
1
2
3
4
5
6
Promotion budget:

11. 1
2
3
4
5
6
Annexure 3
Marketing scorecard template
Marketing scorecard
Identify the expected outcomes from the marketing strategy.
Marketing objective
description
Activity/go

12. al
Target time
frame/deadline
Key performance
indicators
Marketing objective 1:
Marketing objective 2:
Marketing objective 3:
Annexure 4
Sample marketing plan outline
This is a sample of the type of information that may be included
in a marketing plan. Students may use this document to help
them complete Assessment Task B.
Marketing plan outline
1. Marketing plan statement
Overview of the marketing plan’s general goals.
2. The challenge
A brief description of the product that is to be marketed and the
associated product goals, such as predicted sales forecasts, sales
figures and strategic goals.
3. Market research

13. Company analysis, featuring:
· goals
· focus
· culture
· strengths
· weaknesses
· market share.
4. Customer analysis and perceptions
Analysis of the target market, including:
· number
· type
· value drivers
· decision process
· concentration of customer base
5. Competitor analysis
Market position, including:
· strengths
· weaknesses
· market share

14. 6. Alliances and collaborators
Outline of subsidiaries, joint ventures, possible distributors, etc.
SWOT analysis
A SWOT analysis of the business environment can be
undertaken by considering factors such as:
· the company’s internal attributes – these can be classed as
strengths and weaknesses
· the external environment will usually present opportunities
and threats.
7. Market segmentation
Present a description of the market segmentation that addresses
the following:
· description
· sales percentages
· customer wants and needs
· how the customer will use the product
price sensitivity.· how to reach the customers ·· product support
requirements
8. Alternative marketing strategies
The alternatives that will be considered before reaching the
recommended strategy. These may include:

15. · product discontinuance
· product re-branding or re-positioning, e.g. as a premium
product.
9. Recommended marketing strategy
Explanation of why a strategy was made redundant or rejected
and why a strategy was selected, which will include the
marketing mix decisions, and the four Ps (product, price, place
and promotion).
10. Product
Any product decisions need to consider the actual product
advantages and how they will be used to leverage the product.
The product decisions must include:
· the name of the product (brand name)
· quality
· scope of the product line
· product warranty (if applicable)
· product packaging.
11. Pricing
Explanation of the pricing structure or strategy for the product,
expected volume and the decisions around pricing variables,
including:
· list price

16. · discounts
· bundling
leasing options.·· payment terms and financing options
12. Distribution/positioning
Where the product will be placed, such as:
criteria for distributor evaluation·· distribution channels that
might include direct, retail, intermediates and distributors
· distributor margins
· distribution locations
· logistics such as warehousing, transportation and order
fulfilment processes.
13. Promotion
Analysis of how much advertising is needed and which media
should be used that takes into consideration:
· public relations
· promotional programs
expected results of the promotion.·· promotional budget to
ensure break-even point
14. Short- and long-term projections
Outline of expected short-term and long-term results. This
includes an explanation of any specific actions that will need to

17. be undertaken to achieve this, and forecasts of revenues and
expenses.
15. Rationale for strategies
Summary of research and analysis that provides a rationale for
the strategies chosen.
16. Evaluation and monitoring strategies
Outline of the methods used to evaluate and monitor the chosen
marketing strategies once they are implemented.
17. Supporting documents
Supporting documents may include:
· marketing scorecard
· marketing budget
· work schedule
· data and metrics
· performance review strategies.
Annexure 5
SWOT analysis template
Strengths

18. Weaknesses
Opportunities
Threats
Annexure 6
Work schedule template
Promotion tactic:
Task details
Deadline
Cost allocation
Responsible owner
1

19. 2
3
4
5
6
Promotion Tactic:
1
2
3

20. 4
5
6
Promotion Tactic:
1
2
3
4
5

21. 6
Annexure 7