Promote Products & Services with Strategic Planning

PROMOTE PRODUCTS & SERVICES
BSBMKG413- Session 06 of 12
BSB42415 Certificate IV in Marketing and Communication
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Title slide
Notes:
BSB42415 Certificate IV in Marketing and Communication
BSBMKG416 Promote products and services
Session 06 of 12.
Textbook references:
Marketing principles 2nd edition, Pride et al., Cengage
Learning, 2016
MKTG, 3rd Asia-Pacific Edition, Cengage Learning, 2016
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HOUSEKEEPING
Work health & safety
Emergency procedures
Session times
Facilities
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Housekeeping reminders
Notes:
Advise students of WHS considerations
Provide emergency process, exits, procedures etc.
Advise expected class session start/finish/break times
Provide students with orientation/navigation of facilities –
kitchen, bathroom etc.
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This unit describes the skills and knowledge required to
coordinate and review the promotion of an organisation’s
products and services.
It applies to individuals with a broad knowledge of the
promotion of products and services specific to an organisation.
They may have responsibility to provide guidance or to delegate
aspects of these tasks to others.
BSBMKG413 – Promote products and services

Unit overview
Application of unit
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Unit overview
Notes:
Provide students with description of unit
This is taken from the Unit of Competency on the
training.gov.au site
Reference:
https://training.gov.au/Training/Details/BSBMKG413
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SESSION SIX
SESSION OVERVIEW
Marketing goals and objectives
Promotional channels
Gap analysis
Effective planning
The planning process
Marketing tools/applications
Resources
Contingency planning
Coordinating promotional activities
Roles and responsibilities

LEARNING OUTCOMES
Promote products and services
Understanding stakeholders
Sponsored content
Competitions and promotional offers
Offline events
Review and Evaluation
Ratings and reviews
Audience feedback
Cost/benefit analysis
Next steps
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Session overview
Notes:
Provide students with overview/topics of session
Reference:
Learning, 2016
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SESSION OVERVIEW
At the end of this session you will be able to:
LEARNING OUTCOMES
Explain methods of evaluation
Identify triggers for review
Assess the benefits of ratings and reviews
Identify types of audience feedback
Analyse costs/benefits of promotional activity
Prepare for next steps in the process of promotional activity
Coordinate promotional activities
Identify roles and responsibilities
Understand types of stakeholders
Identify social influencers
Create an online buzz
SESSION SIX
Promote products and services
Use sponsored content
Run competitions
Use offline events for promotional activity
Identify marketing goals and objectives
Use promotional channels to support activities
Complete a gap analysis
Apply methods of effective planning
Follow the process of planning
Use tools for planning, launch and review of promotional
activities

Identify required resources
Complete a contingency plan.
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Learning outcomes
Notes:
Provide students with the learning outcomes/objectives for this
session
Reference: N/A
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Part 1
Gap analysis
Effective planning
The planning process
Marketing tools/applications
Resources
Contingency planning

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Topic slide
Notes:
Provide students with areas covered within this part.
Reference:
Learning, 2016
My First Template
Learning objectives
What will I learn?
At the end of this part you will be able to:
activities

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Learning objectives slide
Notes:
Review the learning objectives for this part.
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“Proper planning is absolutely 100% essential in order for any
aspect of your small business to succeed.”
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Discussion quote
Notes:
The purpose of this quote is to have students discussing the
necessity of planning.
References:
Learning, 2016

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Support business goals
Image sourced from http://www.smartinsights.com/goal-setting-
evaluation/goals-kpis/difference-marketing-objectives-
marketing-goals/
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Content slide – Marketing goals
Notes:
Ask students for examples of ‘marketing goals’
Outline the difference between marketing goals and marketing
objectives
Marketing goals:
Align with business goals
Support direction of the business
Example: increase business growth
Marketing objectives:
Support overall marketing goals
Specific and measurable

Example: increase revenue by 30% in the next 6 months
The way you can view an organisation’s goals can be seen as
the pyramid in the image displayed.
The company’s vision
Goals to support the vision
Objectives to support goals
Critical Success Factors/Key Performance Indicators to measure
objectives
Metrics and methods of measuring KPIs
Ask students if they know their workplace business goals and
KPIs and then discuss marketing campaigns and strategies, and
how they support business goals.
It is important to understand the bigger picture to support the
implementation of marketing and promotional activities
Reference:
Learning, 2016
Image sourced from: http://www.smartinsights.com/goal-
setting-evaluation/goals-kpis/difference-marketing-objectives-
marketing-goals/
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SMART Goals
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SMART goals
Notes:
SMART goals is an effective method of setting goals

Can be used for any type of goal setting.
Ask students who has used SMART goal setting before – ie. for
personal development.
SMART stands for:
Specific
Measurable
Attainable/Achievable
Relevant/Realistic
Time-bound/Timely
Suggestion
Ask students to use the SMART goals method to develop their
own goals.
References:
Learning, 2016
My First Template
Specific
Attainable
Relevant/Realistic
Measurable
Timely

Promotional goals
What are you trying to achieve?
Customer loyalty
Onboarding new users
Brand exposure
Revenue
Customer retention
Organisational growth
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Content slide – Promotional goals
Notes:
Ask students to brainstorm and discuss examples of promotional
goals
Examples include increasing customer loyalty, revenue, brand
exposure, customer retention, organisational growth/expansion

Ask students which companies promote their companies well
and why they do well.
Reference:
Learning, 2016
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Multichannel marketing.
Which platform?
Traditional

Social media
Physical location
Technology

People
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Content slide – Promotional channels
Notes:
Ask students to brainstorm and discuss as many different types
of promotional channels or platforms they are aware of
There are multiple channels available today
Discuss the benefits and impacts of traditional versus digital
channels for promoting products and services. What are the pros
and cons of each?
Ask students what they think is the most effective form of
promoting product
Suggestion:
You could turn this into an activity by having students research
the benefits/impacts of traditional versus digital methods of
marketing
Or get students into small groups and allocate a channel to each
for them to discuss the pros/cons.
Reference:

Learning, 2016
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ACTIVITY
Advantages Vs. disadvantages
Trends and technology
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Activity – Trends and technology
Purpose:
The purpose of this activity is for students to research current
trends of channels to promote products and services
Resources: Access to the internet for online research
Instructions:
Students complete this activity in pairs or small groups
Students conduct online research on marketing channels today.
Some examples could include – using GPS or beacons to send
push notifications on mobiles when a consumer is walking into
a store or in a specific location etc. or latest technology used
for marketing products and services today.
Students discuss the advantages/disadvantages of each
Suggestion:

Provide students with a list of latest trends or technology for
promoting products and services
References:
Learning, 2016
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Action plan
Current versus future state
Current stateStrategyFuture state What it currently looks like.
How you will get there.What you want it to look like.Example:
We have 15 followers on our Instagram account
Example:
Sponsored posts
Email blast to sign ups
Promotions/Competitions
Social influencers
Example:
We want 300 followers on our Instagram account in the next 1
month.
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Content slide – Action plan
Notes:
When planning it is essential to have identified and assessed the
current state of the business
Also called a gap analysis

Looking at the current state, identify the future state
Your future state is your objective
Assess and brainstorm strategies to move the state of the
business from the current state to the future state.
This should be developed in line with SMART goals.
For example, if the aim is to onboard 1000 users in 3 months,
then how will you achieve this? The current state is 0 users
versus a future state of 1000 in 2 months. The strategies to get
the 1000 users need to be realistic, measurable, relevant and
timely.
Reference:
Learning, 2016
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Effective planning
Start with the end in mind.
Ability to prioritise
Organisational skills
The role of communication
Schedules/tools/applications
Types of plans
Working backwards from your goals
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Content slide – Effective planning
Notes:
Ask students for their own process of planning when completing
work, tasks, day to day activities etc.
Share tips and strategies
Discuss the role of planning when related to promotional
activities in marketing
Ask students what planning tasks would involve – write a list
Discuss planning tools
Types of plans: strategies business plans, team plans, project
plans, personal plans
Suggestion:
Ask students to develop a list of characteristics and traits of
someone that is highly effective in planning.
Ask students to think of someone they know that is an effective
planner and reflect/discuss their qualities.
Reference:
Learning, 2016
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The bigger picture
Planning is part of a process.
Plan

Implement
Plan
Implement
Review
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Content slide – The bigger picture
Notes:
Explain the stages of a promoting a product or service in terms
of the stages involved in the project:
Planning
Implementation
Review/evaluation
Ask students to brainstorm and discuss tasks/activities that
might sit under each stage ie. Planning: gathering
information/requirements, meetings, competitor analysis, SWOT
etc.
It is a repeated cycle – once a product or service is implemented
it will undergo a review/evaluation to identify what works/what
doesn’t work and then plan for improvements/changes.
Reference:
Text:
MKTG
Marketing Principles
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Handy tools
For planning, launch and review.
Excel
Smartsheet
Trello
Slack
Basecamp
Wrike
Xero
Marketing plans
Planning
Launch
Evaluation
Sponsored posts
Kapost
Co-schedule
Latergram
Hubspot
Mailchimp
Landing page
Marketing calendars
Survey monkey
Wufoo/Typeform

Feedback forms
Google analytics
Surveys
Feedback
ROI
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Content slide – Handy tools
Notes:
There are a variety of tools available for the planning,
implementation and review of projects or product launches
Review some examples for:
Project management
Scheduling
Team collaboration
Content marketing
Launch
Review/evaluation
The important thing to remember during each phase of a project
are the objectives – what are your measures of success? Ie.
planning – keeping to schedule, resource management, Launch –
engagements/sign ups/purchases/mentions, Evaluation - # of
new customers, revenue, most effective channels, daily traffic
etc.
Reference:
Learning, 2016

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Resources
Required for promotional activity.
People
Technology
Finance
Administration
Stakeholders
Suppliers
Documentation.
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Content slide – Resources
Notes:
What resources are required when planning for the promotion of
products and services?
Provide examples of each type of resource
Who is responsible for managing resources? How are they
tracked/reviewed?
Reference:
Learning, 2016

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ACTIVITY
Effective tools for project planning.
Planning tools
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Activity – Planning tools
Purpose:
The purpose of this activity is for students to research and
assess planning tools.
Instructions:
Students research planning tools, applications, software they
might choose to use for effective planning of marketing
activities
Students might choose to select a tool discussed in the previous
slide
Students review pros and cons of different tools
Discuss and debrief as a class
Suggestion:

Students are allocated a different tool and conduct research as a
group/pair and develop a presentation
Students present research of tool to the rest of the class
References:
Learning, 2016
My First Template
“What is your Plan B?”
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Discussion quote
Notes:
The purpose of this quote is to have students considering the
need for a contingency plan in a project.
Provide examples of when projects may not have gone to plan –
how was this managed?
References:
Text:
MKTG
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Risk management
Be prepared.

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Content slide – Risk management
Notes:
Discuss the importance of having a risk management or
contingency plan
Ask students who has used or developed one before – share and
discuss as a class
Ask what common elements of a project are likely to go wrong
– provide examples.
Ask students to discuss the impacts of not having a back-up
plan
There are many templates available to create your own risk
management plan
Risk management plans consists of:
Risk factor
Level of risk
Impact and consequences
Current control measures
Who is responsible
Suggested control measures
Process for applying control
Timeframe
Suggestion:
Provide students with an example scenario and discuss the
impacts and risks as a class
OR alternatively, ask students to develop their own contingency
plan with a given scenario

Reference:
Learning, 2016
My First Template
ACTIVITY
Aligning marketing initiatives with the company vision.
Company goals
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Activity – Company goals
Purpose:
The purpose of this activity is for students to review and assess
the marketing initiatives of major companies and identify how
they align with their business goals.
Instructions:
Students select a major company or brand of their choice ie.
Telstra, ANZ, Apple etc.
Students conduct research online to identify the following:
Company goals/business vision/mission

Campaigns/marketing activities and examples of promotion
How business goals align with the activities, target market,
promotional channels etc
Debrief and discuss as a class. Ask – is there clear distinction
between organisational goals and marketing activities?
Suggestion:
Provide students with a list of major corporations to review in
this activity
References:
Learning, 2016
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Learning summary
What have I learnt so far?
You should now be able to:
activities

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Learning summary slide
Notes:
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Part 2
Understanding Stakeholders
Sponsored content
Competitions and
promotional offers
Offline events
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Topic slide
Notes:
Reference:
Learning, 2016
My First Template
Learning objectives
What will I learn?
Coordinate promotional activities
Identify roles and responsibilities
Understand types of stakeholders
Identify social influencers
Create an online buzz
Use sponsored content
Run competitions
Use offline events for promotional activity.

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Notes:
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Social media
Online marketing today.
Image sourced from http://recesslv.com/17836/4-twitter-facts-
can-boost-small-business-social-media-marketing-campaign/
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Content slide – Facts
Notes:
The purpose of this slide is to give students a quick snapshot of
social media platforms and individual users
Review the online channels and the data presented under each
Assess which platform is the most effective for promotional
activity
Ask students whether any information is of a surprise or

expected.
Reference:
Image sourced from: http://recesslv.com/17836/4-twitter-facts-
can-boost-small-business-social-media-marketing-campaign/
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Facilitating the achievement of promotional goals.
Implementing strategies
Personnel
Managing resources
Process and procedures
Team meetings
Creating a buzz
Promoting to different customer segments
Reviewing promotional goals
Engaging with stakeholders
Review/monitor plans and schedules
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Content slide – Coordinating promotional activities
Notes:
Ask/discuss the marketer’s role when coordinating promotional
activities – what are they responsible for?
Review types of promotional goals ie. onboard x amount of

users, generate x amount of revenue, and discuss what things
need to be coordinated during implementation
Coordination activities can involve:
Team meetings
Review/updating schedule or marketing plans
Reviewing and assigning roles and responsibilities
Process/procedures/protocols
Creating a buzz
Reviewing and preparing resources required for activities
(offline/online activity)
Engaging with social influencers, key people, businesses to
assist in promotion ie. partners/sponsors
Reference:
Learning, 2016
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ACTIVITY
Who does what?
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Activity – Roles and responsibilities

Purpose:
The purpose of this activity is for students to assess various
roles and responsibilities when promoting a product or service
Resources: n/a
Instructions:
Provide students with the following roles:
Marketing manager
Consumer
Marketing team
Supplier
Social influencer
Brand sponsor.
Students are required to write down a list of roles and
responsibilities of each role. Some tasks/duties may cross over
Discuss and debrief as a class.
Write a list of each role on the board and roles/responsibilities
under each to highlight the differences.
Suggestion:
In small groups, provide students with a fictional product
launch and roles of characters. The team must be in a discussion
to prepare for launch.
Assign a role to each student within each group.
Students should develop a list of roles and responsibilities for
their assigned role and role play within their group
References:
Text:
MKTG
My First Template

Stakeholders
Developing mutually beneficial relationships.
Brand sponsors
Social influencers
Target groups
Stakeholders
Organisation
Promotion
Online promotions
Advertising
Brand awareness
Testimonials
Referrals
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Content slide – Stakeholders
Notes:
For an effective launch or promotion, stakeholder groups should

be engaged with to help lift brand/product/service profile.
Think about how brands promote their products/services – who
supports or is involved in the promotional activities?
Consider social influencers, celebrities, ambassadors that are
aligned with brands and/or promotions.
Why would they want to get involved?
Ask students the benefit of having these key people or groups
involved with promotional activities.
Promotional activities stakeholder can assist with:
Online promotion of pages/website
Driving traffic to business page
Advertising product/service
Brand awareness
Testimonials
Network referrals
How do you manage the relationship between your business and
each stakeholder group?
Suggestion:
Ask students to think of a popular event ie. The Colour Run,
Tough Mudder, Moomba, Australia’s Biggest Morning tea
Using the internet, students research partners, sponsors,
ambassadors of the event
Discuss why those sponsors, influencers or ambassadors were
chosen – how does their brand image align with the image of the
business/event? Is it relevant?
Reference:
Learning, 2016
My First Template
Social influencers
To promote to your target audience.

Image sourced from https://www.instagram.com/davidbeckham/
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Content slide – Social influencers
Notes:
Social influencers are individuals who have a big online
following.
They may be celebrities or individuals who are engaged or
heavily affiliated with using products/services similar to your
brand offering.
Social influencers has become a big business in online
marketing today. There are companies which manage
individuals that have big followings.
Brands work with management companies to get assigned the
best social influencer who fits/aligns with the organisations
brand or product
The influencer promotes a product/service to their following,
and receives an incentive in return – could be monetary (with a
percentage given to the management company) OR, a different
beneficial exchange ie. cross promotion of brand on each others
platform.
Using social influencers is an effective promotional method as
they have a following representative of your target market you
are trying to promote to. It is a direct promotion of your
brand/product to your audience.
Example – David Beckham on Instagram can be used to promote
sporting products, mens apparel, beverages etc. to over 30

million followers directly
Reference:
Image sourced from: https://www.instagram.com/davidbeckham/
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Online buzz
Providing useful content.
Image sourced from
https://www.broadsheet.com.au/melbourne/collections/best-
healthy-cafes
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Content slide – Online buzz
Notes:
Online blogs are a method of creating a buzz with target
groups/audiences.
Ask students the benefits of using a blog to create
awareness/promotions
Blogs are a time investment and long term investment as it takes
time to build an audience and create two way dialogue with the
reader
If readers find your blog useful, they are more likely to return
to your page, follow, sign up and interact with your content.
This keeps the reader in the sales funnel, which has the
potential of converting them into a customer/purchase
Example: Broadsheet is used to promote food, drink, fashion

and lifestyle. By providing useful content, people are able to
refer back to their pages to review places, navigate to websites,
get information etc.
Ask students who follows Broadsheet and why.
Reference:
Image source from:
https://www.broadsheet.com.au/melbourne/collections/best-
healthy-cafes
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Sponsored content
Use social media to reach your audience.
Image sourced from
https://www.facebook.com/business/news/audience-insights
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Content slide – Sponsored content
Notes:
Social media – Facebook, Instagram, Linkein, YouTube etc
allow businesses to pay for advertising through ‘sponsored’
adverstiements.
Ask students about their experience when scrolling through
their own newsfeeds – what type of advertisements do they see?
The type of advertisements you see in your newsfeed is a result
of businesses ‘targeting’ you through identifying your

likes/interests.
This is identified through the types of businesses/pages you
have liked from your own personal profile.
Using Facebook’s audience insights and campaign manager
businesses are able to create an advertisement and promote
directly to the targeted audience only.
Targeting audiences are identified and created though audience
insights. This is effective when you know who your audience is
– understanding their demographics, online behaviour,
likes/interests etc.
Reference:
Image sourced from:
https://www.facebook.com/business/news/audience-insights
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ACTIVITY
Using social media to reach your target audience.
Sponsored content
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Activity – Sponsored content
Purpose:
The purpose of this activity is for students to practice creating
sponsored advertisements on social media

Resources: access to the internet, social media sites –
Facebook/LinkediN/Instagram, laptop, smartphone.
Instructions:
Students can complete this activity individually
Students can select a business idea/product or service of their
choice
Students should define their target audience/customer segment
ie. age range, sex, demographics, likes/interests
Using facebook’s audience insights, students should identify the
type of ‘reach’ they would achieve in their customer segment by
setting the filters.
Allow students the time to familiarise themselves with using the
tool, reviewing/assessing the change in data when filters are
modified.
Discuss and debrief as a class.
Suggestion:
You might prefer to take students through a guided
demonstration of this activity rather than ask them to complete
this individually.
Or, alternatively, ask students to conduct online research into
the pros and cons of using different social media sites to
promote through sponsored content.
References:
n/a
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Competitions
Engaging your audience.

Images sourced from https://www.uber.com/en-AU/ride/
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Content slide – Competitions
Notes:
Ask students for their own experience of entering online
competitions through social media. Ie. share this post and tag 3
friends, take a photo of x, share and hashtag our name to win…’
How do competitions support a business in reaching their
promotional goals of products and services?
Consider well-known brands and discuss ways in which they run
competitions.
Competitions help with onboarding users as well as creating
brand awareness. If consumers have a positive experience with a
brand, they are more likely to be turned into brand advocates
and promote your brand/product/service to their own networks.
Example: review Uber and the type of promotions they send out
to their target audience – existing as well as new users. Uber
might offer a free trip up to $22 when using a promo code, or
getting free rides when you refer new riders etc.
Reference:
Online images sourced from: https://www.uber.com/en-AU/ride/
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Offline events

Getting on the ground exposure.
Type of event
Benefits
Advantages/disadvantages
Event listings
Resources required
Measuring success.
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Content slide – Offline events
Notes:
Discuss types of offline events – food, trade, hospitality, music,
fashion, sustainability, industrial, business etc
How can leveraging these type of events assist in promoting
products and services?
Provide students with the following scenario:
They are a new wine maker and are wanting to promote their
new shiraz. There are some wine events and festivals coming up
towards the end of the year.
Ask students to brainstorm how they would use these type of
offline events to promote their new product.
Ask students to define objectives of using an offline event to
promote their business
Discuss the advantages and disadvantages of using offline
versus online events to promote products and services
Where are some good sources of information for locating
events? Where would you look?

Suggestion:
In pairs or small groups, ask students to use a product/service of
their choice they would like to promote
Students can conduct online research into local events in their
state. Students develop promotional objectives and identify
events that align with their product/service
Students also develop measures of success ie. what would they
expect to see/happen as a result of running on the ground
promotions?
Discuss and present to the rest of the class.
Reference:
N/A
My First Template
ACTIVITY
What’s in it for the consumer?
Competitions
‹#›
Activity – Competitions
Purpose:
types of competitions that are implemented by big brands as
part of their promotional strategy

Instructions:
Students select a major company or brand of their choice ie.
Telstra, ANZ, Apple etc.
Students conduct research online to identify the following:
Types of competitions
Benefits for the user/consumer
Activities – what does the user/consumer have to do in return
for potentially winning?
How are they engaged? Social media posts? Videos?
Debrief and discuss as a class. How effective are these
competitions? How often should competitions be run?
Suggestion:
this activity
References:
N/A
My First Template
Learning summary
Identifying roles and responsibilities
Understanding types of stakeholders

Identifying social influencers
Creating an online buzz
Using sponsored content
Running competitions
Using offline events for promotional activity.
‹#›
Notes:
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Part 3
Review and Evaluation
Ratings and reviews
Audience feedback
Cost/benefit analysis
Next steps

‹#›
Topic slide
Notes:
Reference:
Learning, 2016
My First Template
Learning objectives
What will I learn?
Assess the benefits of ratings and reviews
Identify types of audience feedback
Analyse costs/benefits of promotional activity
Prepare for next steps in the process of promotional activity.

‹#›
Notes:
My First Template
Review and evaluation
Analysing the impact of promotional activities.
Methods of evaluation:
Google analytics
Page insights
Client reviews/testimonials
Examples of objective/targets that can be measured:
Revenue
Website traffic
# of users
# of followers
# of new enquiries
# of mentions
# of new users

‹#›
Content slide – Review and evaluation
Notes:
Part of the review and evaluation phase is obtaining feedback
from your users/consumers.
How do you measure your success? Refer back to the
promotional objectives and the result achieved in the set
timeframe for that goal:
Methods of evaluation can include:
Google analytics
Page insights
Examples of objective/targets that can be measured:
Revenue
# of users
# of followers
# of new enquiries
# of mentions
# of new users
Getting user feedback be sought through:
Reviewing comments
Direct emails
Survey monkey
Typeform
Basic questionnaires
Interviews
Reference:
Learning, 2016

My First Template
Review triggers
What are the drivers of review?
Internal driversExternal drivers Business/operational changes
Staff
Profit/loss
Iterations of functionality
Internal audits
Periodic review as part of process/procedure
Consumer complaints
Market changes
Legislation
Competitors in the market
Stakeholders
Environmental.
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Content slide – Review triggers
Notes:
Ask students for examples of drivers/triggers that lead to a
review of promotional activities.
Reviews can be triggered by:
External drivers:
Consumer complaints
Market changes
Legislation

Competitors in the market
Stakeholders
Environmental.
Internal drivers:
Business/operational changes
Staff
Profit/loss
Iterations of functionality
Internal audits
Periodic review as part of process/procedure
Reference:
Learning, 2016
My First Template
“64% of employees would opt for a lower paying job if they
could work away from the office.”
- Cisco systems, 2010
“92% of people trust recommendations from individuals whom
they know.”
‹#›
Quote/fact slide
Notes:

The purpose of this slide is to have students reflecting the
power of word of mouth over implementing marketing plans and
strategies
Customer experience comes from the experience the user has
with the brand and product
References:
Sourced from: https://moderncomment.com/customer-feedback-
stats
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Reviews and ratings
Feedback as opportunities.
Image sourced from https://www.tripadvisor.com.au/Tourism-
g255100-Melbourne_Victoria-Vacations.html
TripAdvisor is an online platform for people to rate and review
their travel experiences.
‹#›
Content slide – Reviews and ratings
Notes:
Ask students who has ever completed an online rating and
review of a product, brand or service.

Discuss the benefits of having consumers complete reviews and
ratings of your business – feedback is a positive thing!
Feedback, no matter how negative can be used by organisations
as an opportunity to make improvements to the existing product
or service.
Getting feedback is finding out what works and what needs
improvement.
Allowing users to provide reviews and ratings is an effective
way of finding out what your customers think, assessing the
customer experience and focusing on areas of the business that
need modification or improvement
Example: TripAdvisor is used for travellers to provide a review
and rating of a travel related aspect – accommodation, food,
service, activities, travel tips etc. similarly, Facebook business
pages offer a star rating for users to provide feedback, AirBnB
and Uber also provide a rating system for users to review and
rate their experience.
Reference:
Online image sourced from:
https://www.tripadvisor.com.au/Tourism-g255100-
Melbourne_Victoria-Vacations.html
My First Template
Audience feedback
What are your users saying about you?
Feedback comes in a variety of forms:
Rating scales
Likes/dislikes
Comments

Emails/webforms
Surveys (online/offline)
Reports
Number of business mentions
Follows
Face to face/phone interviews
‹#›
Content slide – Audience feedback
Notes:
Explain the purpose of obtaining feedback – ask students how
feedback can be used to review and improve products and
services
Ask students who has been involved in a focus group or
participated a survey to document their experience of a product
or service
Feedback from target groups comes in a variety of forms:
Rating scales
Likes/dislikes
Comments
Emails/webforms
Surveys (online/offline)
Reports
Number of business mentions
Follows
Face to face/phone interviews
Receiving consumer feedback is an opportunity for a business to
interact and directly engage with their consumers.
Reference:

Learning, 2016
My First Template
ACTIVITY
Does feedback matter?
Audience feedback
‹#›
Activity – Audience feedback
Purpose:
types of feedback provided by users online
Resources: Access to the internet
Instructions:
Students complete this activity individually or in pairs
Students look up big brands such as Telstra, Apple, Jetstar etc.
Ask students to look at the star rating the company has been
provided and to identify the lowest ratings/reviews
Read the negative comments and see if the brand has directly
engaged with the user in an attempt to rectify the issue
Twitter is used for people to get the attention of businesses or
people of a brand they have used. It is a more direct and faster
way of interacting. Ie. Twitter tweet versus sending an email.

Discuss and debrief as a class – which companies made an
effort to engage with a dissatisfied customer? How was this
rectified?
Suggestion:
this activity
References:
N/A
My First Template
Analysing costs against benefits
Measuring the return.
Which marketing channel was the most effective in your
activities?
‹#›
Content slide – Analysis of benefit/cost
Notes:
Promotional activities can be quite costly – some activities
more than others.
For example, consider the cost of an offline event ie. renting a
stall and space at the next trade event, developing marketing
collateral, giving away samples, paying for staff to promote at
the stall, time investment, technology requirements etc. If 2000
people attended the event over 2 days you were promoting and

you acquired a list of emails and names, gave out business cards
and samples, acquired new followers on social media, received
a few mentions online and spoke to a number of people face to
face, yet there was only a small number of people that
converted into a sale, which totalled approximately $700 in
profit and the 2 day event cost you over $5000 in total, would
you consider this beneficial? Would you see potential to attend
the at a similar event?
Similarly, you might spend a large amount on sponsored
Facebook posts to promote on a weekly basis, however if you
are not getting ‘click throughs’ to your website and
conversions/sales, then what do you assess? Some businesses
run into the error of spending a large amount of money on
sponsored content/ads however do not target their audience
correctly. For example, a business that specialises in footy
boots for boys 7-15 have created advertisements that are
appearing in the newsfeed of international students, who reside
in the inner city. This audience group is not as likely to
purchase foot boots compared to ads targeted at young mothers
who reside in the suburbs. Irrelevant advertising is an easy way
to end up with an insufficient return on investment.
You can plan and predict your expected return through financial
projections, however marketing activities can still be a form of
trial and error. You need to test your assumptions with your
target audience and tweak the product and promotional
activities as you see trends and changes.
Reference:
Learning, 2016
My First Template
“Vanity metrics make you feel good, but they don’t give clear
guidance for what to do.”

‹#›
Discussion quote
Notes:
The purpose of this quote is to raise the awareness of ‘vanity
metrics’ that is online likes/followers, comments etc.
Vanity metrics are NOT a good measure of success or
effectiveness, because they are not actionable.
References:
Quote by Eric Ries, Author
My First Template
What’s next?
Continuing the process.
Plan
Implement
Plan
Implement
Review

‹#›
Content slide – What’s next?
Notes:
After a review and evaluation has been conducted what are the
next steps in the process?
The next step is back to the stage of planning in the process –
using the data gathered through your review to look at what
worked and what needs improvement.
Consider:
Product iterations/modifications
Different business strategy
New process/procedures
Specialist people with key skills
Additional resources
New customer segments
Review of marketing activities and channels
Funding requirements.
Reference:
Learning, 2016
My First Template
ACTIVITY
Promoting an alternative to the smartphone
Case study

‹#›
Activity – Case study
Purpose:
The purpose of this activity is for students to review a case
study on promotional activity
Resources: Textbook – Marketing Principles, Case study,
Chapter 12, Pg. 445
Instructions:
Students complete this activity individually or as a class
Review the information in the following case study: Promoting
an alternative to the smartphone
Discuss and debrief case study as a class
Refer to discussion questions on Pg. 446
Suggestion:
Provide students with a different case study that highlights the
planning, implementation of marketing activities and review
process
References:
Link to case study:
http://www.academia.edu/4103079/Apple_Marketing_Analysis_
Report_Apple_iPhone_Case_Study
My First Template
Learning summary

Assessing the benefits of ratings and reviews
Identifying types of audience feedback
Analysing costs/benefits of promotional activity
Preparing for next steps in the process of promotional activity
‹#›
Notes:
My First Template
References
Summary of text references to compliment this session.

Learning, 2016
‹#›
Reference slide
Notes:
Advise students of chapters in prescribed text
Advise students of additional reading.
My First Template
Next session
BSBPMG522 Undertake project work
‹#›
Next session
Notes:
Advise students of the next session/unit in the training
Ask students for feedback – what they learnt, memorable topics,
improvement areas/suggestions etc.
Thank class and close.

My First Template
Assessment Task 2 BSBMKG413 Promote products and
services
Promotional campaign
Submission details
Candidate’s name
Phone
no.
Assessor’s name
Phone
no.
Assessment site
Assessment
date/s
Time/s
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
specifications
below for details.
Performance objective
You must demonstrate the ability to conduct promotional
activities to support the
promotion of a product or service.
Assessment description
All businesses need to promote their product or services.
Promotions can take
many forms, depending on the industry, the target market, and
the product or
service that you have chosen.
Your task is to implement the marketing plan that you
developed in Assessment
Task 1. This will involve developing promotional material and
conducting
promotional activities.
Procedure
1. Review the marketing plan developed in Assessment Task 1,
and finalise
before implementing the campaign.
2. Identify and prepare the people and resources you will need
to support you
to implement the campaign, establishing roles and

responsibilities.
Page 1 of 4
services
3. Develop your promotional materials for the product or
service that you have
chosen.
a. Promotional materials can include:
i. brochures
ii. displays
iii. internet (email, websites, blogs, Facebook, Twitter)
iv. SMS
v. a combination of the above.
b. Promotional activities can include:
i. SMS campaigns

ii. email campaigns
iii. web-based promotions
iv. functions, events and face-to-face promotions.
4. Conduct the campaign.
Note : Ensure that your assessor is included as part of your
target market so that
they can assess progress. For example, you will need to include
your assessor in
emails or SMS messages. Alternatively, if you are conducting a
meet-and-greet
display, you need to ensure that your assessor is available on
the day of the
promotion.
Specifications
You must:
● develop promotional material
● conduct a promotional activity
● include your assessor in promotional communication.
Your assessor will be looking for:
● promotional materials that are developed for the target
market, including:
○ appropriate language
○ appropriate visuals

○ correct application of technology
○ source of other resources and promotional products as
appropriate
● a campaign that is professionally run, demonstrating:
Page 2 of 4
services
○ product or service is clearly identified, in response to
marketing needs
○ effective use of networks, and building rapport
○ the promotion enhances the perception of the product or
service.
Page 3 of 4

services
Marketing plan
Submission details
Candidate’s name
Phone
no.
Assessor’s name
Phone
no.
Assessment site
Assessment
date/s
Time/s

assessor.
specifications
below for details.
The candidate must demonstrate the ability to develop a
marketing plan for a
product or service and present it as a proposal to a group.
Promotional activities must be undertaken for any products or
services. The
success or failure of the promotion often hinges on the research
and planning that
has preceded the promotion.
In this assessment, you must identify a product or service that
you would like to
promote. You must identify an audience for the promotion and
develop a
marketing strategy for the promotion based on marketing
principles.
Finally, you must prepare a presentation (using PowerPoint)
that summarises your
strategy and proposed plan, and present this to your peers for
review and
feedback.

You can choose to do a promotion for any product or service,
but keep in mind
that in Assessment Tasks 2 and 3 you will need to access and
obtain feedback
from your target market. So be sure to have access to the market
that you
choose.
services
Tip: A product or service that is targeted at your peer group
(students) will ensure
that you have easy access to a target market for surveys,
interviews, promotions
and presentations.
Procedure
1. Identify a product or service that you will promote.
2. Seek approval for this proposed product or service as
appropriate for this
assessment task by your facilitator/assessor.
3. Analyse the product or service, ensuring it is compatible with
organisational
requirements such as policies, standards, processes and
guidelines.

4. Analyse the proposed market for your product or service.
5. Consult with your assessor, your expected audience or other
relevant
people to determine the objectives of the promotional activity.
6. Develop a plan for promoting the product or service based on
this analysis,
including a schedule that meets the marketing needs of the
organisation
and timelines and costings that are realistic.
7. Conduct a ten-minute in-class presentation where you explain
your
marketing plan, seek feedback and take questions from the
group. Ensure
that you interact positively with your audience during your
presentation.
Specifications
You must provide:
● a marketing plan
● a PowerPoint presentation delivered to your learning group.
● a marketing plan for the promotion that includes:
○ explanation of product or service
○ features and benefits of product or service, from a range of
sources

○ the target group for your promotion
○ characteristics of the target group
○ the proposed promotional technique, including costs and
timelines
○ reasons why this technique will be effective (quoting
characteristics of
the target group)
○ explanation of how the marketing objectives will support
overall
business objectives
services
○ explanation of how promotional activities support marketing
objectives, with reference to:
– advertising
– client functions
– employee functions
– media announcements

– product launches
– web pages
○ reasons why this technique will be cost-effective
○ aims, purpose and objectives of the promotion
○ budget plan (resources required) for the promotion
○ outline of action plan for the promotion
○ the identification and outline of legislative requirements
relevant to
the promotion
○ organisational policies and procedures
○ identification of the team required and their roles and
responsibilities
○ identification of the skills and technology required for the
promotion.
● a presentation to the group that:
○ includes a description of the findings above summarised in a
PowerPoint presentation
○ is delivered in 10 minutes or less
○ includes follow-up questions and feedback encouraged from
the
audience
○ is presented clearly and concisely, and checked for grammar

and
spelling
○ is delivered in a professional, engaging and interesting way.
Adjustment for distance-based learners
The presentation can be adjusted for distance learning. The
presentation for this
task can be varied to take place online.
Option 1: Assessor as observer
The assessor can observe the learner conducting the
presentation either
face-to-face or online.
Procedure:
1. Meet with the assessor in person or online at the scheduled
time and
conduct the presentation.
2. The learner is to undertake their presentation with the
assessor observing.
Participants in the presentation can include friends, family,
local club
members, workmates, and so on.

services
3. Supplementary information or a follow-up interview may be
required (at the
discretion of the assessor).
Option 2: Video of the presentation
The presentation may involve skills that are too active or
complex for video
conferencing. This might involve skills or demonstrations of
complex tasks.
In these cases, the learner may be able to video the presentation
and send it to
the assessor.
services
Final report
Submission details
Candidate’s name
Phone
no.

Assessor’s name
Phone
no.
Assessment site
Assessment
date/s
Time/s
assessor.
specifications
below for details.
You must demonstrate the ability to obtain and analyse
feedback to assess the
effectiveness of the promotion and the planning process, and
identify possible
improvements for future activities.
In the previous assessment tasks, you developed a marketing
plan and conducted
a promotional plan. Did it work?
A key business skill is the critical analysis of activities to
identify their

effectiveness. This is essential for any work activities,
promotional or otherwise.
In this task, you will survey your target market and obtain their
feedback on the
campaign you conducted.
You will create a report on the presentation. It will contain
summaries and an
analysis of the collected feedback, planning processes and
proposed
improvements.
Procedure
1. Design a survey instrument to evaluate the campaign
conducted in
Assessment Task 2.
Page 1 of 4
services
2. Collect feedback using the survey instrument.
3. Analyse the feedback.

4. Prepare a final report.
Specifications
You must submit:
● a copy of the survey instrument
● a final report.
● a clear, concise survey
● a summary of the feedback collected from a range of sources,
and provided
to others
● clear analysis of the responses
● evaluation of the impact and benefits of the promotion, in
terms of how well
the promotional activities met the stated goal
● explanation of marketing objectives and how they support
business
objectives
● assessment of the effectiveness of the planning processes
● recommendations that include specific changes for future
promotional
activities.
The final report should be structured in the following manner:

Part One – Executive summary
Part Two – Analysis
● An analysis of the feedback, including a table, chart or graph
(e.g. using
Excel).
● A review of the assumptions, strategies and processes,
including
planning.
● Cost analysis comparison, e.g. actuals with estimates, and
timelines
review.
Part Three – Conclusion
● Conclusions and recommendations based on the evidence
included.
● Recommendations and proposals for improvements to future
activities.
Page 2 of 4

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Promote Products & Services with Strategic Planning

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