Student Assessment GuideBSBMKG507Interpret Market Tren.docx

Student Assessment Guide
BSBMKG507
Interpret Market Trends and Developments
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Table of Contents
Assessment Information 1
Assessment Event 1 – Knowledge Questions 3
Question 1 3
Question 2 4
Question 3 4
Question 4 4
Question 5 4
Assessment Event 2: A & A Coffee Simulation 6
Task 1: Interpret Trends and Market Developments 6
1.1 Use statistical analysis of market data to interpret market
trends and developments 6
1.2 Analyse market trends and developments for their potential
impact on the business 6
1.3 Use quantitative data analysis to interpret comparative
market data 7
1.4 Perform data analysis to review business performance 7
1.5 Analyse competitors to identify potential opportunities and

threats 7
Task 2: Analyse Qualitative Results 8
2.1 Analyse performance data from all areas of the business 8
2.2 Identify over-performing and under-performing products 9
2.3 Forecast market needs using qualitative visionary
forecasting method 9
Task 3: Report on Market Data 10
3.1 Prepare visual aids 10
3.2 Report on analysis of market data 10
3.3 Finalise the Market Analysis Report 10
Appendix A: A & A Coffee Simulation 11
A & A Coffee Simulation Background 11
Simulation Phases 11
Your Role in the Simulation 12
Phase 1: 12
Phase 2: 12
Phase 3: 12
Assessment Conditions for the Observation 13
Appendix B: Observation Check Sheet 14
Assessment Information
Welcome to your Student Assessment Guide for BSBMKG507
Interpret Market Trends and Developments. This Guide provides
you with information on the assessment particularly what you
have to do and to what level of performance.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions
There are five questions that will provide us with evidence of
your general knowledge of internal and external sources of
information relevant to forecasting market trends, software
applications that are commonly used in quantitative and
qualitative analysis, statistical concepts, methods, techniques
and reporting formats, and legislative context within the
marketing space.
This assessment is completed in your own time and by a
submission date provided by your Assessor. You may use

support material in the development of your responses, but you
must indicate the source. In addition, you must not ‘cut and
paste’ content from your source, rather, use your words, unless
it is a direct quote.
Assessment Event 2 – Simulation: A & A Coffee
You will complete a number of tasks that will provide us with
evidence of your skills with analysing quantitative data and
qualitative information, compiling a report based on your
analysis, and documenting future marketing strategies to
contribute to the ongoing development of a case study
organisation. These tasks will be based on your role of
Marketing Intelligence Officer in a simulation with A & A
Coffee, a chain of retail cafes that operates nationwide across
Australia.
To complete the Simulation, you will need to refer to the
following resources:
AUD vs USD data
Time series data which shows the relationship between
Australian dollar (AUD) and the US dollar (USD). You will use
this data in Task 1.1 to identify the trend between the two
currencies.
Global Coffee Price data
Time series data which shows the change in coffee prices,
globally. You will use this data in Task 1.1 to discover the
economic trends amongst various coffee types.
ABS Coffee CPI data
Time series data which shows price trends for coffee, tea and
cocoa products in Australian capital cities. You will use this
data in Task 1.1 to identify the price variations over time for
similar product lines.

SIMRA report
Report generated by Statistica International Marketing Research
Agency (SIMRA). You will use this information in Task 1.4
when analysing qualitative and quantitative information about
the local coffee industry.
Competitor Market Share
This data show the market share performance of current
competitors. You will use this data in Task 1.5 to identify the
potential opportunities and threats.
PoS Data from Stores
This is the register data from the stores. You will use this data
in Task 2 to examine the overall business performance for each
product and store.
Reporting Standards
This is the organisational style guide on writing reports. You
will refer to this document when generating your Market
Analysis Report and presentation aids.
Remember, you do not type your responses in this Student
Assessment Guide, but use the Student Assessment Workbook,
which is a separate document. This document is simply a guide
to explain what you are required to do, and by doing so, this
will assist you to perform at your best.
Please note that your responses for both assessment events can
(where appropriate) use dot point format. See below for an
example of a dot point response and a full sentence response.
Dot point format
Presentation Plan includes the following:
· outcomes
· needs of the audience

· context.
Full sentence format
When you are preparing for a Presentation, there are a number
of tasks that must be carried out. These are; listing the
outcomes that you want to achieve, followed by the
identification of the needs of your audience. When you have
completed these two tasks, you then check on the room you will
be conducting the simulation in etc.
Performance required
· complete all of the questions and tasks listed in the Student
Assessment Workbook
· meet all the requirements listed in this Student Assessment
Guide
· your responses to the questions and tasks must be relevant,
accurate and specific
· submit your completed Student Assessment Workbook to your
Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must
provide citation.
Please be aware that your Assessor is here to provide you with
the necessary support throughout the assessment process. If you
have questions, then contact them for guidance.
The information contained in this assessment event lists the
questions that you will need to develop a written response.
These questions are theoretical and provide evidence of your
understanding of sources of information for market forecasting,
software applications used in data analysis, statistical analysis
used in marketing, and the legislative requirements within the
marketing industry. Each question includes the requirements
which indicate what you have to do and the depth of your
response to achieve a satisfactory result. Question 1

In the table below, outline internal and external sources of
information relevant to forecasting market trends.
R 1. Identify whether the source is internal or external
R 2. provide three examples where each can be sourced
R 3. explain how each relates to forecasting marketing trends
R 4. word count is approximately 50 words per source.
Source of information
Internal/External
Where can be sourced
How it relates to forecasting
Business and strategic objectives
Marketing and Business performance
Comparative market information
Changes in technology
Demographic changes
Social and cultural factors
Economic trends

Government activities and legislative changes
Industry trends
Supplier data
Question 2
Outline the legislative and regulatory context that impact
marketing operations.
R 1. list five legislation and five codes relevant to marketing
operations:
· correctly write the name and date of each item
· these names and dates must be current
R 2. for each list item, provide a summary of key provisions on
marketing operations
R 3. word count is approximately 25 words per
summary.Question 3
Outline industry bodies that regulate the marketing space in
Australia.
R 1. list five industry bodies:
· correctly write their name
· these bodies must be current
R 2. for each body:
· provide reference to its corporate website
· explain its main purpose
· list an example of code, standards or guidelines it currently
administers
R 3. word count is approximately 25 words per body.Question 4

Identify and outline software applications that are commonly
used in quantitative and qualitative analysis.
R 1. identify three software applications
R 2. provide three strengths and three limitations of each
application.Question 5
Using the table below, outline statistical concepts, methods,
techniques and reporting formats commonly used in marketing.
R 1. provide an example of how each table item can be used in
market analysis
R 2. word count is approximately 25 words per item.
Statistical concepts, methods, techniques and reporting formats
Example
conversion rate of leads to sales
measures of central tendency
measures of dispersion
correlation and regression analysis
net response rate
normal distribution probability curve
sampling
speed of response curve
frequency grids
lifetime value of customers
net present value of customers

Assessment Event 2: A & A Coffee Simulation
In this assessment, you will undertake a number of tasks
associated with documenting a Market Analysis Report for A &
A Coffee, an Australian café chain. In this simulation you will
perform the following actions:
· apply statistical and qualitative analysis techniques to analyse
a set of qualitative and quantitative data
· drill down into the datasets and comparative market
information, and mine out the patterns in market trends and
developments, organisational business performance and
competitor performance
· present the report to key stakeholders.
Please ensure that you familiarise yourself with this set of
requirements that underpin this simulation. This includes
understanding the background of the simulation and the criteria
you will be assessed on. These are located in the Appendix of
this document.Task 1: Interpret Trends and Market
Developments
In this task, you will analyse the quantitative and qualitative
datasets provided (as separate attachments) to you using
relevant quantitative and qualitative data analysis methods. You
will then document your findings in their Market Analysis
Report.
trends and developments
R 1. apply appropriate statistical analysis techniques on the
‘AUD vs USD’ data:
· visualise the trend for the Australian Dollar and US Dollar
since 2005 to date
· in approximately 50 words, interpret how this trend impacted
the organisation’s cost base
‘Global Coffee Price’ data:
· calculate the AUD values for Mild Arabica and Robustas
coffee types

· visualise the economic trend for each coffee type since 2005
to date
the organisation’s profitability
‘Coffee CPI’ data:
· visualise the trend in price changes for the whole of Australia
since 2005 to date
· visualise the trend in price changes for each state of Australia
since 2005 to date
· interpret these trends in approximately 100 words
R 4. your visualisations must conform to the Reporting
Standards.
impact on the business
R 1. discuss how the market trends and developments affected A
& A’s business performance
R 2. this discussion must be in line with your findings in Task
1.1
R 3. word count is approximately 200 words.
market data
R 1. using the ‘Counts of Business’ data:
· calculate the total number of businesses operating at the end
of financial year 2014
· calculate the totals for each state given in the data set
· calculate the totals for the whole of Australia
R 2. using the ‘Australian Demographic Statistics’ data:
· calculate the total number of estimated resident population at
the end of financial year 2014
R 3. using the above findings:

· calculate the number of café businesses per 10,000 residents
· calculate the national average for these residents
R 4. plot the central tendency which must show the:
· number of café businesses per 10,000 residents for each state
· national average distributed among each state
· your visualisations must conform to the Reporting Standards
R 5. interpret your visualisation:
· summarise the concentration of competitors in each state
· correlate this output with the trends you identified in Task 1.1
to draw conclusions
· word count is approximately 150 words.
1.4 Perform data analysis to review business performance
R 1. analyse the SIMRA Report and interpret the quantitative
and qualitative comparative market information:
· review the following sections:
· Background
· Coffee Market Outlook in Australia
· Australia’s Health and Wellbeing
· Interview with the Focus Group
· summarise your analysis including:
· a discussion on the current outlook of the coffee market
· a snapshot of the interview with the focus group
· an insight on how and why this outlook has impacted A & A
Coffee’s business performance
threats
R 1. analyse the ‘Competitor Market Share’ data:
· plot the market share of each competitor between 2013-2015
(inclusive)
R 2. analyse the SIMRA Report:
· review the ‘Competitor Product Market Performance’ section
· list two opportunities and two threats

R 3. in approximately 250 words, write a summary based on
your analyses, including:
· an explanation on how A & A Coffee can benefit from these
opportunities
· a counterattack strategy for each threat
· interpretation of your visualisations
· how the competitors have impacted A & A’s performance.Task
2: Analyse Qualitative Results
In this task, you will analyse the datasets provided to you and
mine out A & A Coffee’s overall business performance. You
will then analyse the results and suggest a strategic pathway to
remain competitive in the market using a qualitative forecasting
method. Finally, you will document your findings in your
Market Analysis Report.
Background:
A & A Coffee Marketing Manager believes that the company
has a strong brand name in the market and doesn’t need to
invest too much on a variety of marketing activities. Also, he
relies on his ‘gut feeling’ rather than using ‘big data’ analytics.
With that in mind, A & A Coffee has been undertaking the
following marketing activities, nationwide, within the 2010-
2015 timeframe:
· tradeshows
· advertising on billboards
· coupons in the ‘Entertainment Book’
(http://www.entertainmentbook.com.au/).
2.1 Analyse performance data from all areas of the business
In this task, you will use the ‘PoS Data from Stores’ time series
data.
R 1. calculate the performance of all stores in terms of total
revenue
R 2. prepare a table that summarises the performance of each
store by year [2010-2015] inclusive:
· must be in a cross-tabular format
· consolidate the quarterly figures by year

· show the grand totals of each store by year ([2010-2015]
inclusive)
· show the grand totals of all stores by year ([2010-2015]
inclusive)
· list the stores from the highest performing to the lowest
R 3. plot the performance trends:
· chart ‘Top 11 – highest revenue generating’ stores by year
· chart ‘Bottom 11 – lowest revenue generating’ stores by year
R 4. analyse these performance trends:
· identify the three stores that generate the highest revenue
· identify the three stores that generate the lowest revenue
· identify the three stores with the highest overall jump
· identify the three stores with the highest overall slump
· compare the performance of the best and worst performing
stores
R 5. write a summary based on your analyses:
· draw insight on the success of marketing activities
· suggest three strategies that A & A Coffee should consider to
improve overall performance
· explain how each activity would be helpful to generate more
leads
R 6. word count is approximately 400 words in total.
2.2 Identify over-performing and under-performing products
data.
R 1. calculate the performance of all products in terms of total
revenue
R 2. prepare a table that summarisea the performance of each
product by year [2010-2015] inclusive:
· show the grand totals of each product by year ([2010-2015]
inclusive)

· show the grand totals of all products by year ([2010-2015]
inclusive)
· list the products from the highest performing to the lowest
· your chart must show the performance of each product by year
([2010-2015] inclusive)
· your visualisation must conform to the Reporting Standards
· identify the three primary over-performing products
· identify the three primary under-performing products
products
R 5. interpret these trends:
· draw insight on their earlier analysis
· suggest two products to be withdrawn or redeveloped
· suggest two products to be focused or further enhanced to
increase profitability
· provide your rationale for their suggestions
forecasting method
R 1. summarise:
· current market trends and developments
· A & A Coffee’s current standing in the market
· three key external drivers that have a direct or indirect impact
on A & A Coffee’s current standing
· the impact of these external drivers on A & A Coffee’s
business performance
R 2. based on your summary, write a ‘Recommendations’
section in your report:
· forecast three future market needs
· provide three strategies A & A Coffee should consider to meet
these needs
· three possible consequences if A & A Coffee does not
undertake these strategies

R 3. your recommendations must be in line with your earlier
findings
Task 3: Report on Market Data
In this task, you will plan and deliver an interactive
presentation with two key stakeholders of A & A Coffee to
present your findings in the Market Analysis Report.
3.1 Prepare visual aids
R 1. prepare visual aids for their presentation including the
following:
· Cover Page – included full name, title, date, and version
number
· Introduction – included a discussion on the background to the
business issue (one slide)
· Body Part 1 – included:
· trend for the Australian Dollar and US Dollar (one page, chart
from Task 1.1)
· trend for the global coffee prices (one page, chart from Task
1.1)
· trend for the consumer price index (one page, chart from Task
1.1)
· the impact of the market trends and developments on business
(one page, Task 1.2)
· concentration of competitors by state (one page, Task 1.3)
· qualitative analysis of comparative market information as a
basis for reviewing business performance (one page, Task 1.4)
· market performance of current competitors (two pages, chart
from Task 1.5 and opportunities and threats).
· success of marketing activities (three pages, chart from Task
2.1, the three suggested marketing activities, and the chart that
shows the overall store performance)
· over-performing and under-performing products (two pages,
chart from Task 2.2 and suggestions)
· forecasts and recommendations (two pages, Task 2.3)

· Conclusion – included two slides wrap up
R 2. proofread the visual presentation and ensure compliance
with the Reporting Standards
R 3. word count is not critical but you must meet the minimum
page requirements.
3.2 Report on analysis of market data
R 1. present your Market Analysis Report to the two A & A
Coffee stakeholders:
· use the visual presentations prepared in Task 3.1
· cover all the sections
R 2. during the session:
· request feedback to improve their report
· note this feedback
R 3. for additional requirements, refer to the Observation Check
Sheet in Appendix B
R 4. the duration of this interactive session is an hour.
3.3 Finalise the Market Analysis Report
R 1. review your Market Analysis Report:
· modify your report in light of the feedback provided by the
two stakeholders
· this modification must align accurately to the feedback
collected
R 2. word count is not critical.
Appendix A: A & A Coffee SimulationA & A Coffee Simulation
Background
A & A Coffee is a chain of retail cafes, wholly owned by A & A
Group. A&A opened its first store in Hornsby, NSW, in 1992,
and now operates 22 stores along the five states of Australia.
A & A Coffee specialises in selling superior Robusta and
Arabica coffee beans which are sourced from world’s top
quality coffee producers, including El Salvador, Colombia,
Kenya and Indonesia. The company has its own coffee roastery
facilities which are equipped with in-house roasting equipment.
Over the past two decades, A & A Coffee has developed a loyal

client base and, unlike many cafes, has long-serving staff
members. A & A’s management is fortunate to have a high
degree of control over the product line, menu, business model,
and store presentation. Unlike some of its competitors, A&A
has never sought to sell franchises, and so all store managers
report directly to Head Office.
20 years after opening its first store, A & A management has
decided to analyse the market to gather current information
which then will be injected in to the organisation’s strategic
marketing plan. The motivation behind this is to establish a
solid groundwork based on market facts and remain competitive
in the market.
In mid-2014, A&A’s performance began to deteriorate. In
September, it revealed that its 2013-14 year-on-year revenue
growth was negative for the first time in the company’s history.
Managers gave a number of reasons, including changing
customer tastes, rising costs, and an increasingly competitive
retail coffee market.
A & A management has decided to analyse the market to gather
current information which then will be injected in to the
organisation’s strategic marketing plan. The motivation behind
this is to establish a solid groundwork based on market facts
and remain competitive in the market.
To achieve this, A & A has contacted Statistica International
Marketing Research Agency (SIMRA) to scan the market and
provide timely data. SIMRA is an independent global big data
analytics agency. It gathers data from the market and provides
report to businesses in order to aid in timely and effective
decision making. The company designs, carries out and analyses
bespoke market research.
A & A Coffee commissioned SIMRA to gathering opinions,
beliefs, and attitudes about the current market needs in the
industry. The key driver was to gain insight towards consumer
tastes and preferences. The Executive Team believes that it is
time to bring changes to the company to align itself with the
industry. It is vital to understand the trends and developments

in the macro environment in order to make healthy
decisions.Simulation Phases
This simulation is divided into the following phases:
Phase 1:
interpret market trends and developments using quantitative and
qualitative data analysis.
Phase 2:
analyse business data and information to identify store and
product performance.
Phase 3:
present the Market Analysis Report.
Note that in Phase 1 and 2, you will develop a Market Analysis
Report. Then in Phase 3, you will present this report to the two
stakeholders who are senior managers in A & A Coffee.
Please refer to the subsequent sections to see detailed
information on each Phase.
Your Role in the Simulation
You will be the Marketing Intelligence Officer of A & A Coffee
in the simulation. Your roles and responsibilities in the
simulation are as follows:
Phase 1:
Phase 1 occurs from Task 1.1 to 1.5. In Phase 1, your main
duties in the organisation are as follows:
· undertake qualitative and quantitative data analysis to mine
out market trends and developments
· analyse competitors to identify market threats and
opportunities
· review industry report to gain insight on the external
landscape
· document interpretation in the Market Analysis Report.

Phase 2:
· analyse store data to undercover top and bottom performing
stores
· drill down into point-of-sales data to discover patterns in each
product
· forecast market needs using qualitative visionary forecasting
method
Phase 3:
Phase 3 occurs in Tasks 3.1 to 3.3. In Phase 3, you will interact
with two stakeholders who will be role played by the RTO Staff
(Task 3.3).
This simulation will have a duration of 60 minutes where you
will be interacting with these stakeholders as the senior
manager of A & A Coffee. Note that your Assessor will not play
a role in this observation activity as they will be observing your
interaction with the stakeholders and documenting evidence in
the Observation Check Sheet provided in Appendix B.
In Phase 3 your main duties in the organisation are as follows:
· prepare visual presentation of findings
· proofread the visual presentation to ensure an effective and
professional communication with stakeholders
· collaborate with other stakeholders and collect feedback on
the findings
· revise and improve findings to ensure accuracy in strategic
direction.
Assessment Conditions for the Observation
The information in this section outlines the assessment
conditions for the Observation which occurs in Phase 3 (Task
3.3) and involves your interaction with two stakeholders.
Before the Observation:
· you must ensure that you have read and understood any
documents required to undertake the Observation

· you must ensure that you have read and understood all
performance requirements listed under each task
· you must ensure that you have read the requirements listed in
the Observation Check Sheet as your performance will be
judged based on these criteria (see Appendix B)
· your Assessor will inform you of the date of your Observation.
During the Observation:
· you will be interacting with the Chief Strategy Officer and
Chief Analytics Officer
· it has a total duration of 60 minutes
· other students will not be observers during the session as this
will give them an unfair advantage
· these stakeholders will be role played by staff from the RTO
or other externals
· your Assessor will brief them on your topic so that they can
carry out their actions in an appropriate manner
· you cannot refer to the Observation Check Sheet while
undertaking the Observation
· your Assessor will:
· observe you individually based on the criteria in the
Observation Check Sheet
· document their observations in detail on the Observation
Check Sheet
· provide extensive written feedback
· ensure that the session will be free from distractions
· you must comply with WHS requirements
· you must demonstrate all the criteria in the Observation Check
Sheet to achieve a satisfactory result for the Observation.
If you are not successful, after the observation, the Assessor
will:
· provide written feedback on the Observation Check Sheet
explaining their justification in detail
· communicate this feedback to you
· arrange another suitable time to observe your second attempt.
Appendix B: Observation Check Sheet
We have provided the Observation Check Sheet(s) for you to

prepare for your assessment with the Assessor. Remember, you
will not be able to use this Check Sheet(s) during this session.
However, we recommend you use this as a planning tool so that
you are fully prepared for the observation.
Note that you must demonstrate all the criteria listed in the
following Observation Check Sheet(s) to be deemed
satisfactory.
Performance Requirements
1. Introduction
· welcome the stakeholders:
· have a friendly tone
· volume and facial expressions must be appropriate
· summarise the background of this meeting:
· summary must be concise
· summary must be clear
· outline the presentation:
· state clearly what you will present
· explain how long this will take
· seek confirmation of this process
· use questions to clarify accuracy of overview:
· questions must be specific
· questions must be relevant
2. Body
· Body part 1 – market trends and developments must include:
· trend for the Australian Dollar and US Dollar
· trend for the global coffee prices
· trend for the consumer price index
· the impact of the market trends on business
· concentration of competitors by state
· qualitative analysis of comparative market information
· market performance of current competitors
· Body part 2 – qualitative results and forecasts must include:
· success of marketing activities
· overall performance of stores
· over-performing and under-performing products
· forecasts and recommendations

3. Conclusion
· summarise presentation:
· overview what has been covered
· summarise the issues
· summarise the solutions
· wrap up the session with a closing statement
4. Communication Skills
· body language:
· give eye contact to the stakeholders
· display appropriate facial expressions
· posture must be appropriate
· gestures must fit with the message
· actively listen to responses:
· provide appropriate facial expressions
· provide appropriate body language
· paraphrase understanding
· language and speech:
· language must use basic jargon
· do not use filled pauses (e.g. ‘er’, ‘erm’, ‘uh’, ‘um’)
· tempo (pace) must be easy to follow
· volume must be audible
· pitch must be low in general and high at times to grab
attention
· monitor non-verbal and verbal cues of the stakeholders:
· conduct periodical checks
· adjust delivery accordingly
· confirm their understanding
5. Seeks Input
· ask logical and targeted questions that seek input on your
findings
· validate input and encourage stakeholders to raise you queries
· direct open-ended questions and avoid ‘yes/no’ questions to
draw the stakeholders to the discussion
· seek detailed response using funnel questions
(e.g.; ‘have you thought about this? Did it work? How was it?)
· actively engage in dialogue about alternative ideas

· elicit input from the stakeholders and take notes without
losing focus
· ask a minimum of five questions to probe input
6. Visual Presentation
· have a professional layout:
· content fits the margins
· content is not cluttered
· layout gives a clean and fresh feeling in general
· have a professional format:
· typography is readable and legible
· font and colour matches the tone of the presentation
· good combination of foreground and background
· have a coherent structure:
· slides are sequenced logically
· slides are easy to follow
· headings titles are descriptive
· content includes:
· an outline
· all the sections stipulated in Task 3.1
· a conclusion
7. Time Management
· breaks the session was down into reasonable time blocks
· finished the session in 60 minutes
BSBMKG507 Student Assessment Guide v1.0 Page 1
Student Assessment Guide
BSBMKG507
Interpret Market Trends and Developments

Intellectual Property Statement
VET Fair (ABN 44 983 956 589) is a provider of educational
products and services for the vocational education and training
(VET) sector.
By purchasing the ‘BSBMKG507 Interpret Market Trends and
Developments’ assessment resources (“Product”), you are
entitled to use it for educational purposes only, but the
intellectual property remains with VET Fair. This Product
includes the following components:
· Assessor Guide
· Student Assessment Guide
· Student Assessment Workbook
· any other material to support the implementation of the
Product (e.g. policy and procedures, templates, etc.).
VET Fair owns all copyright to the Product as subject to the
provisions of the Copyright Act 1968.
This purchase grants you a non-exclusive, perpetual, non-
sublicensable, and non-shareable right to use and contextualise
this Product. You have the right to distribute unlimited copies
of this Product to your students or internal staff, limited to only
for educational purposes; however, you must not:
1. reproduce this Product or produce other assessment resources
based on this Product
1. share this Product with any other external person or entity
other than your students and internal staff through physical or
electronic including online access
1. use this Product for any other purposes than education (e.g.
assessing student competency, conducting validation and
moderation activities, etc.)
1. resell this Product to any party of individual
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Developments assessment resources provided by VET Fair. VET
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Table of Contents
Assessment Information 1
Assessment Event 1 – Knowledge Questions 3
Question 1 3
Question 2 4
Question 3 4
Question 4 4
Question 5 4
Assessment Event 2: A & A Coffee Simulation 6
Task 1: Interpret Trends and Market Developments 6
trends and developments 6
impact on the business 6
market data 7
1.4 Perform data analysis to review business performance 7
threats 7
Task 2: Analyse Qualitative Results 8
2.1 Analyse performance data from all areas of the business 8
2.2 Identify over-performing and under-performing products 9
forecasting method 9
Task 3: Report on Market Data 10
3.1 Prepare visual aids 10
3.2 Report on analysis of market data 10
3.3 Finalise the Market Analysis Report 10
Appendix A: A & A Coffee Simulation 11

A & A Coffee Simulation Background 11
Simulation Phases 11
Your Role in the Simulation 12
Phase 1: 12
Phase 2: 12
Phase 3: 12
Assessment Conditions for the Observation 13
Appendix B: Observation Check Sheet 14
Assessment Information
Welcome to your Student Assessment Guide for BSBMKG507
Interpret Market Trends and Developments. This Guide provides
you with information on the assessment particularly what you
have to do and to what level of performance.
This assessment has the following two events:
There are five questions that will provide us with evidence of
your general knowledge of internal and external sources of
information relevant to forecasting market trends, software
applications that are commonly used in quantitative and
qualitative analysis, statistical concepts, methods, techniques
and reporting formats, and legislative context within the
marketing space.
This assessment is completed in your own time and by a
submission date provided by your Assessor. You may use
support material in the development of your responses, but you
must indicate the source. In addition, you must not ‘cut and
paste’ content from your source, rather, use your words, unless
it is a direct quote.
Assessment Event 2 – Simulation: A & A Coffee
You will complete a number of tasks that will provide us with
evidence of your skills with analysing quantitative data and
qualitative information, compiling a report based on your
analysis, and documenting future marketing strategies to
contribute to the ongoing development of a case study

organisation. These tasks will be based on your role of
Marketing Intelligence Officer in a simulation with A & A
Coffee, a chain of retail cafes that operates nationwide across
Australia.
To complete the Simulation, you will need to refer to the
following resources:
AUD vs USD data
Time series data which shows the relationship between
Australian dollar (AUD) and the US dollar (USD). You will use
this data in Task 1.1 to identify the trend between the two
currencies.
Global Coffee Price data
Time series data which shows the change in coffee prices,
globally. You will use this data in Task 1.1 to discover the
economic trends amongst various coffee types.
ABS Coffee CPI data
Time series data which shows price trends for coffee, tea and
cocoa products in Australian capital cities. You will use this
data in Task 1.1 to identify the price variations over time for
similar product lines.
SIMRA report
Report generated by Statistica International Marketing Research
Agency (SIMRA). You will use this information in Task 1.4
when analysing qualitative and quantitative information about
the local coffee industry.
Competitor Market Share
This data show the market share performance of current
competitors. You will use this data in Task 1.5 to identify the

potential opportunities and threats.
PoS Data from Stores
This is the register data from the stores. You will use this data
in Task 2 to examine the overall business performance for each
product and store.
Reporting Standards
This is the organisational style guide on writing reports. You
will refer to this document when generating your Market
Analysis Report and presentation aids.
Remember, you do not type your responses in this Student
Assessment Guide, but use the Student Assessment Workbook,
which is a separate document. This document is simply a guide
to explain what you are required to do, and by doing so, this
will assist you to perform at your best.
Please note that your responses for both assessment events can
(where appropriate) use dot point format. See below for an
example of a dot point response and a full sentence response.
Dot point format
Presentation Plan includes the following:
· outcomes
· needs of the audience
· context.
Full sentence format
When you are preparing for a Presentation, there are a number
of tasks that must be carried out. These are; listing the
outcomes that you want to achieve, followed by the
identification of the needs of your audience. When you have
completed these two tasks, you then check on the room you will
be conducting the simulation in etc.
Performance required

· complete all of the questions and tasks listed in the Student
Assessment Workbook
· meet all the requirements listed in this Student Assessment
Guide
· your responses to the questions and tasks must be relevant,
accurate and specific
· submit your completed Student Assessment Workbook to your
Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must
provide citation.
Please be aware that your Assessor is here to provide you with
the necessary support throughout the assessment process. If you
have questions, then contact them for guidance.
The information contained in this assessment event lists the
questions that you will need to develop a written response.
These questions are theoretical and provide evidence of your
understanding of sources of information for market forecasting,
software applications used in data analysis, statistical analysis
used in marketing, and the legislative requirements within the
marketing industry. Each question includes the requirements
which indicate what you have to do and the depth of your
response to achieve a satisfactory result. Question 1
In the table below, outline internal and external sources of
information relevant to forecasting market trends.
R 1. Identify whether the source is internal or external
R 2. provide three examples where each can be sourced
R 3. explain how each relates to forecasting marketing trends
R 4. word count is approximately 50 words per source.
Source of information
Internal/External
Where can be sourced
How it relates to forecasting
Business and strategic objectives

Marketing and Business performance
Comparative market information
Changes in technology
Demographic changes
Social and cultural factors
Economic trends
Government activities and legislative changes
Industry trends
Supplier data

Question 2
Outline the legislative and regulatory context that impact
marketing operations.
R 1. list five legislation and five codes relevant to marketing
operations:
· correctly write the name and date of each item
· these names and dates must be current
R 2. for each list item, provide a summary of key provisions on
marketing operations
summary.Question 3
Outline industry bodies that regulate the marketing space in
Australia.
R 1. list five industry bodies:
· correctly write their name
· these bodies must be current
R 2. for each body:
· provide reference to its corporate website
· explain its main purpose
· list an example of code, standards or guidelines it currently
administers
R 3. word count is approximately 25 words per body.Question 4
Identify and outline software applications that are commonly
used in quantitative and qualitative analysis.
R 1. identify three software applications
R 2. provide three strengths and three limitations of each
application.Question 5
Using the table below, outline statistical concepts, methods,
techniques and reporting formats commonly used in marketing.
R 1. provide an example of how each table item can be used in
market analysis
R 2. word count is approximately 25 words per item.

Statistical concepts, methods, techniques and reporting formats
Example
conversion rate of leads to sales
measures of central tendency
measures of dispersion
correlation and regression analysis
net response rate
normal distribution probability curve
sampling
speed of response curve
frequency grids
lifetime value of customers
net present value of customers
Assessment Event 2: A & A Coffee Simulation
In this assessment, you will undertake a number of tasks
associated with documenting a Market Analysis Report for A &
A Coffee, an Australian café chain. In this simulation you will
perform the following actions:
· apply statistical and qualitative analysis techniques to analyse
a set of qualitative and quantitative data
· drill down into the datasets and comparative market
information, and mine out the patterns in market trends and
developments, organisational business performance and
competitor performance

· present the report to key stakeholders.
Please ensure that you familiarise yourself with this set of
requirements that underpin this simulation. This includes
understanding the background of the simulation and the criteria
you will be assessed on. These are located in the Appendix of
this document.Task 1: Interpret Trends and Market
Developments
In this task, you will analyse the quantitative and qualitative
datasets provided (as separate attachments) to you using
relevant quantitative and qualitative data analysis methods. You
will then document your findings in their Market Analysis
Report.
trends and developments
‘AUD vs USD’ data:
· visualise the trend for the Australian Dollar and US Dollar
since 2005 to date
the organisation’s cost base
‘Global Coffee Price’ data:
· calculate the AUD values for Mild Arabica and Robustas
coffee types
· visualise the economic trend for each coffee type since 2005
to date
the organisation’s profitability
‘Coffee CPI’ data:
· visualise the trend in price changes for the whole of Australia
since 2005 to date
· visualise the trend in price changes for each state of Australia
since 2005 to date
· interpret these trends in approximately 100 words

R 4. your visualisations must conform to the Reporting
Standards.
impact on the business
R 1. discuss how the market trends and developments affected A
& A’s business performance
R 2. this discussion must be in line with your findings in Task
1.1
market data
R 1. using the ‘Counts of Business’ data:
· calculate the total number of businesses operating at the end
of financial year 2014
R 2. using the ‘Australian Demographic Statistics’ data:
· calculate the total number of estimated resident population at
the end of financial year 2014
R 3. using the above findings:
· calculate the number of café businesses per 10,000 residents
· calculate the national average for these residents
R 4. plot the central tendency which must show the:
· number of café businesses per 10,000 residents for each state
· national average distributed among each state
R 5. interpret your visualisation:
· summarise the concentration of competitors in each state
· correlate this output with the trends you identified in Task 1.1
to draw conclusions
· word count is approximately 150 words.

1.4 Perform data analysis to review business performance
R 1. analyse the SIMRA Report and interpret the quantitative
and qualitative comparative market information:
· review the following sections:
· Background
· Coffee Market Outlook in Australia
· Australia’s Health and Wellbeing
· Interview with the Focus Group
· summarise your analysis including:
· a discussion on the current outlook of the coffee market
· a snapshot of the interview with the focus group
· an insight on how and why this outlook has impacted A & A
Coffee’s business performance
threats
R 1. analyse the ‘Competitor Market Share’ data:
· plot the market share of each competitor between 2013-2015
(inclusive)
R 2. analyse the SIMRA Report:
· review the ‘Competitor Product Market Performance’ section
· list two opportunities and two threats
R 3. in approximately 250 words, write a summary based on
your analyses, including:
· an explanation on how A & A Coffee can benefit from these
opportunities
· a counterattack strategy for each threat
· interpretation of your visualisations
· how the competitors have impacted A & A’s performance.Task
2: Analyse Qualitative Results
In this task, you will analyse the datasets provided to you and
mine out A & A Coffee’s overall business performance. You
will then analyse the results and suggest a strategic pathway to

remain competitive in the market using a qualitative forecasting
method. Finally, you will document your findings in your
Market Analysis Report.
Background:
A & A Coffee Marketing Manager believes that the company
has a strong brand name in the market and doesn’t need to
invest too much on a variety of marketing activities. Also, he
relies on his ‘gut feeling’ rather than using ‘big data’ analytics.
With that in mind, A & A Coffee has been undertaking the
following marketing activities, nationwide, within the 2010-
2015 timeframe:
· tradeshows
· advertising on billboards
· coupons in the ‘Entertainment Book’
(http://www.entertainmentbook.com.au/).
2.1 Analyse performance data from all areas of the business
data.
R 1. calculate the performance of all stores in terms of total
revenue
R 2. prepare a table that summarises the performance of each
store by year [2010-2015] inclusive:
· show the grand totals of each store by year ([2010-2015]
inclusive)
· show the grand totals of all stores by year ([2010-2015]
inclusive)
· list the stores from the highest performing to the lowest
· chart ‘Top 11 – highest revenue generating’ stores by year
· chart ‘Bottom 11 – lowest revenue generating’ stores by year
· identify the three stores that generate the highest revenue

· identify the three stores that generate the lowest revenue
· identify the three stores with the highest overall jump
· identify the three stores with the highest overall slump
stores
R 5. write a summary based on your analyses:
· draw insight on the success of marketing activities
· suggest three strategies that A & A Coffee should consider to
improve overall performance
· explain how each activity would be helpful to generate more
leads
2.2 Identify over-performing and under-performing products
data.
R 1. calculate the performance of all products in terms of total
revenue
R 2. prepare a table that summarisea the performance of each
product by year [2010-2015] inclusive:
· show the grand totals of each product by year ([2010-2015]
inclusive)
· show the grand totals of all products by year ([2010-2015]
inclusive)
· list the products from the highest performing to the lowest
· your chart must show the performance of each product by year
([2010-2015] inclusive)
· your visualisation must conform to the Reporting Standards
· identify the three primary over-performing products
· identify the three primary under-performing products

products
R 5. interpret these trends:
· draw insight on their earlier analysis
· suggest two products to be withdrawn or redeveloped
· suggest two products to be focused or further enhanced to
increase profitability
· provide your rationale for their suggestions
forecasting method
R 1. summarise:
· current market trends and developments
· A & A Coffee’s current standing in the market
· three key external drivers that have a direct or indirect impact
on A & A Coffee’s current standing
· the impact of these external drivers on A & A Coffee’s
business performance
R 2. based on your summary, write a ‘Recommendations’
section in your report:
· forecast three future market needs
· provide three strategies A & A Coffee should consider to meet
these needs
· three possible consequences if A & A Coffee does not
undertake these strategies
R 3. your recommendations must be in line with your earlier
findings
Task 3: Report on Market Data
In this task, you will plan and deliver an interactive
presentation with two key stakeholders of A & A Coffee to
present your findings in the Market Analysis Report.
3.1 Prepare visual aids
R 1. prepare visual aids for their presentation including the
following:

· Cover Page – included full name, title, date, and version
number
· Introduction – included a discussion on the background to the
business issue (one slide)
· trend for the Australian Dollar and US Dollar (one page, chart
from Task 1.1)
· trend for the global coffee prices (one page, chart from Task
1.1)
· trend for the consumer price index (one page, chart from Task
1.1)
· the impact of the market trends and developments on business
(one page, Task 1.2)
· concentration of competitors by state (one page, Task 1.3)
· qualitative analysis of comparative market information as a
basis for reviewing business performance (one page, Task 1.4)
· market performance of current competitors (two pages, chart
from Task 1.5 and opportunities and threats).
· success of marketing activities (three pages, chart from Task
2.1, the three suggested marketing activities, and the chart that
shows the overall store performance)
· over-performing and under-performing products (two pages,
chart from Task 2.2 and suggestions)
· forecasts and recommendations (two pages, Task 2.3)
· Conclusion – included two slides wrap up
R 2. proofread the visual presentation and ensure compliance
with the Reporting Standards
R 3. word count is not critical but you must meet the minimum
page requirements.
3.2 Report on analysis of market data
R 1. present your Market Analysis Report to the two A & A
Coffee stakeholders:
· use the visual presentations prepared in Task 3.1
· cover all the sections

R 2. during the session:
· request feedback to improve their report
· note this feedback
R 3. for additional requirements, refer to the Observation Check
Sheet in Appendix B
R 4. the duration of this interactive session is an hour.
3.3 Finalise the Market Analysis Report
R 1. review your Market Analysis Report:
· modify your report in light of the feedback provided by the
two stakeholders
· this modification must align accurately to the feedback
collected
R 2. word count is not critical.
Appendix A: A & A Coffee SimulationA & A Coffee Simulation
Background
A & A Coffee is a chain of retail cafes, wholly owned by A & A
Group. A&A opened its first store in Hornsby, NSW, in 1992,
and now operates 22 stores along the five states of Australia.
A & A Coffee specialises in selling superior Robusta and
Arabica coffee beans which are sourced from world’s top
quality coffee producers, including El Salvador, Colombia,
Kenya and Indonesia. The company has its own coffee roastery
facilities which are equipped with in-house roasting equipment.
Over the past two decades, A & A Coffee has developed a loyal
client base and, unlike many cafes, has long-serving staff
members. A & A’s management is fortunate to have a high
degree of control over the product line, menu, business model,
and store presentation. Unlike some of its competitors, A&A
has never sought to sell franchises, and so all store managers
report directly to Head Office.
20 years after opening its first store, A & A management has
decided to analyse the market to gather current information
which then will be injected in to the organisation’s strategic
marketing plan. The motivation behind this is to establish a
solid groundwork based on market facts and remain competitive

in the market.
In mid-2014, A&A’s performance began to deteriorate. In
September, it revealed that its 2013-14 year-on-year revenue
growth was negative for the first time in the company’s history.
Managers gave a number of reasons, including changing
customer tastes, rising costs, and an increasingly competitive
retail coffee market.
A & A management has decided to analyse the market to gather
current information which then will be injected in to the
organisation’s strategic marketing plan. The motivation behind
this is to establish a solid groundwork based on market facts
and remain competitive in the market.
To achieve this, A & A has contacted Statistica International
Marketing Research Agency (SIMRA) to scan the market and
provide timely data. SIMRA is an independent global big data
analytics agency. It gathers data from the market and provides
report to businesses in order to aid in timely and effective
decision making. The company designs, carries out and analyses
bespoke market research.
A & A Coffee commissioned SIMRA to gathering opinions,
beliefs, and attitudes about the current market needs in the
industry. The key driver was to gain insight towards consumer
tastes and preferences. The Executive Team believes that it is
time to bring changes to the company to align itself with the
industry. It is vital to understand the trends and developments
in the macro environment in order to make healthy
decisions.Simulation Phases
This simulation is divided into the following phases:
Phase 1:
interpret market trends and developments using quantitative and
qualitative data analysis.
Phase 2:
analyse business data and information to identify store and
product performance.

Phase 3:
present the Market Analysis Report.
Note that in Phase 1 and 2, you will develop a Market Analysis
Report. Then in Phase 3, you will present this report to the two
stakeholders who are senior managers in A & A Coffee.
Please refer to the subsequent sections to see detailed
information on each Phase.
Your Role in the Simulation
You will be the Marketing Intelligence Officer of A & A Coffee
in the simulation. Your roles and responsibilities in the
simulation are as follows:
Phase 1:
· undertake qualitative and quantitative data analysis to mine
out market trends and developments
· analyse competitors to identify market threats and
opportunities
· review industry report to gain insight on the external
landscape
Phase 2:
· analyse store data to undercover top and bottom performing
stores
· drill down into point-of-sales data to discover patterns in each
product
· forecast market needs using qualitative visionary forecasting
method

Phase 3:
Phase 3 occurs in Tasks 3.1 to 3.3. In Phase 3, you will interact
with two stakeholders who will be role played by the RTO Staff
(Task 3.3).
This simulation will have a duration of 60 minutes where you
will be interacting with these stakeholders as the senior
manager of A & A Coffee. Note that your Assessor will not play
a role in this observation activity as they will be observing your
interaction with the stakeholders and documenting evidence in
the Observation Check Sheet provided in Appendix B.
In Phase 3 your main duties in the organisation are as follows:
· prepare visual presentation of findings
· proofread the visual presentation to ensure an effective and
professional communication with stakeholders
· collaborate with other stakeholders and collect feedback on
the findings
· revise and improve findings to ensure accuracy in strategic
direction.
Assessment Conditions for the Observation
The information in this section outlines the assessment
conditions for the Observation which occurs in Phase 3 (Task
3.3) and involves your interaction with two stakeholders.
Before the Observation:
· you must ensure that you have read and understood any
documents required to undertake the Observation
· you must ensure that you have read and understood all
performance requirements listed under each task
· you must ensure that you have read the requirements listed in
the Observation Check Sheet as your performance will be
judged based on these criteria (see Appendix B)
· your Assessor will inform you of the date of your Observation.
During the Observation:
· you will be interacting with the Chief Strategy Officer and
Chief Analytics Officer
· it has a total duration of 60 minutes
· other students will not be observers during the session as this

will give them an unfair advantage
· these stakeholders will be role played by staff from the RTO
or other externals
· your Assessor will brief them on your topic so that they can
carry out their actions in an appropriate manner
· you cannot refer to the Observation Check Sheet while
undertaking the Observation
· your Assessor will:
· observe you individually based on the criteria in the
Observation Check Sheet
· document their observations in detail on the Observation
Check Sheet
· provide extensive written feedback
· ensure that the session will be free from distractions
· you must comply with WHS requirements
· you must demonstrate all the criteria in the Observation Check
Sheet to achieve a satisfactory result for the Observation.
If you are not successful, after the observation, the Assessor
will:
· provide written feedback on the Observation Check Sheet
explaining their justification in detail
· communicate this feedback to you
· arrange another suitable time to observe your second attempt.
Appendix B: Observation Check Sheet
We have provided the Observation Check Sheet(s) for you to
prepare for your assessment with the Assessor. Remember, you
will not be able to use this Check Sheet(s) during this session.
However, we recommend you use this as a planning tool so that
you are fully prepared for the observation.
Note that you must demonstrate all the criteria listed in the
following Observation Check Sheet(s) to be deemed
satisfactory.
Performance Requirements
1. Introduction
· welcome the stakeholders:
· have a friendly tone

· volume and facial expressions must be appropriate
· summarise the background of this meeting:
· summary must be concise
· summary must be clear
· outline the presentation:
· state clearly what you will present
· explain how long this will take
· seek confirmation of this process
· use questions to clarify accuracy of overview:
· questions must be specific
· questions must be relevant
2. Body
· Body part 1 – market trends and developments must include:
· trend for the Australian Dollar and US Dollar
· trend for the global coffee prices
· trend for the consumer price index
· the impact of the market trends on business
· concentration of competitors by state
· qualitative analysis of comparative market information
· market performance of current competitors
· Body part 2 – qualitative results and forecasts must include:
· success of marketing activities
· overall performance of stores
· over-performing and under-performing products
· forecasts and recommendations
3. Conclusion
· summarise presentation:
· overview what has been covered
· summarise the issues
· summarise the solutions
· wrap up the session with a closing statement
4. Communication Skills
· body language:
· give eye contact to the stakeholders
· display appropriate facial expressions
· posture must be appropriate

· gestures must fit with the message
· actively listen to responses:
· provide appropriate facial expressions
· provide appropriate body language
· paraphrase understanding
· language and speech:
· language must use basic jargon
· do not use filled pauses (e.g. ‘er’, ‘erm’, ‘uh’, ‘um’)
· tempo (pace) must be easy to follow
· volume must be audible
· pitch must be low in general and high at times to grab
attention
· monitor non-verbal and verbal cues of the stakeholders:
· conduct periodical checks
· adjust delivery accordingly
· confirm their understanding
5. Seeks Input
· ask logical and targeted questions that seek input on your
findings
· validate input and encourage stakeholders to raise you queries
· direct open-ended questions and avoid ‘yes/no’ questions to
draw the stakeholders to the discussion
· seek detailed response using funnel questions
(e.g.; ‘have you thought about this? Did it work? How was it?)
· actively engage in dialogue about alternative ideas
· elicit input from the stakeholders and take notes without
losing focus
· ask a minimum of five questions to probe input
6. Visual Presentation
· have a professional layout:
· content fits the margins
· content is not cluttered
· layout gives a clean and fresh feeling in general
· have a professional format:
· typography is readable and legible
· font and colour matches the tone of the presentation

· good combination of foreground and background
· have a coherent structure:
· slides are sequenced logically
· slides are easy to follow
· headings titles are descriptive
· content includes:
· an outline
· all the sections stipulated in Task 3.1
· a conclusion
7. Time Management
· breaks the session was down into reasonable time blocks
· finished the session in 60 minutes
BSBMKG507 Student Assessment Guide v1.0 Page 1
BSBMKG507 - Interpret market trends and developments (For
students ONLY)/Learning Material/BSBMKG507 Lesson
Plan.docx
Lesson Plan: BSBMKG507 Interpret market trends and
developments
Lesson Plan

BSBMKG507
Interpret market trends and developments
Table of Contents
Table of Contents 2
Overview 3
Resources 4
Preparation 5
Conducting Lessons 6
Induction 7
Session 1: Introduction 8
Session 1: Topic 1 Interpret trends and market developments 11
Session 2: Topic 1 Interpret trends and market developments 14
Session 3: Topic 2 Analyse qualitative results 18
Session 4: Topic 2 Analyse qualitative results 20
Session 5: Topic 3 Report on market data 23
Session 6: Topic 3 Report on market data 26
Session 7, 8, 9 and 10: Review and Assessment 28
Overview
BSBMKG507 Interpret market trends and developments
Duration
6 weeks Content delivery: 3 weeks
Assessment: 3 weeks

Suggested Delivery
Week 1
Session 1: Introduction
Topic 1 – Interpret trends and market
Session 2: Topic 1 – Interpret trends and market
Week 2
Session 3: Topic 2 – Analyse Qualitative Results
Session 4: Topic 2 – Analyse Qualitative Results
Week 3
Session 5:Topic 3 – Report on Market Data
Session 6: Topic 3 – Report on Market Data
Week 4 - 6
Session 7, 8, 9, 10: Review and assessment
Resources
Recommended texts
Pride, Ferrell, Lukas, Schemer, Niininen, Casidy. Marketing
Principles. 3rd Asia-Pacific Ed. Cengage Learning (2018)
Chapter 1 Key concepts in Marketing
Chapter 4 Marketing research and information systems
Slideshow
The following slideshows can be used to support the delivery of
this lesson: BSBMKG507 Slideshow.pptx
Each topic for the unit is summarised, following the content
presented in the lesson plan, with notes for the trainer/assessor
where appropriate. Trainer’s can adapt the slideshow to suit his
or her own teaching methods.

Web links:
Internet links to sources of information, videos or documents
are also provided throughout the lesson plan.
If the links are broken, copy and paste them into your web
browser.
Preparation
Lesson Preparation
Before you commence delivery of these lessons, take the time to
undertake the following:
Read through this document from start to finish. If you have any
queries about how an activity can best be carried out at your
RTO, contact your supervisor for advice.
Read through the recommended texts.
Conduct further research on the Internet if any concepts are not
clear for you.
Perform each of the activities and homework or self-study that
you will give the students.
Before giving each session, read through each day’s plan, as
some preparation may be required.
Sourcing videos
Checking web links
Preparing any technical resources required
Planning role-plays
Setting up activities such as presentations
General planning
Equipment
To carry out the Lesson Plan for this unit, the following
equipment will be needed:

Computers with appropriate software and Internet access
Headsets
Whiteboard
Projector
Industry expertise
To enhance the industry relevance of this classroom-based
training approach, we recommend that you identify an industry
expert or experts, and invite them in to give short presentations
to students.
These industry experts are not trainers, but are people who can
provide expert industry information to students to assist them
with their learning. Their presentation could last up to one hour,
and be provided from week 2 onwards.
Conducting Lessons
Lesson Context
A simulated work environment is to be used when carrying out
these lessons.
Therefore, session activities:
Reflect real life work tasks.
Are required to be performed within industry standard
timeframes as specified by assessors in relation to each task.
Are assessed using assessment criteria that relate to the quality
of work expected by the industry.
Are performed to industry safety requirements as relevant.
Use authentic workplace documentation.
Require students to work with others as part of a team.
Require students to plan and prioritise competing work tasks.
Involve the use of standard, workplace equipment such as
computers and software.
Ensure that students are required to consider workplace
constraints such as time and budgets.
Written activities

Activities provided throughout the lesson plan can be
undertaken as homework and submitted to the trainer/assessor
and/or conducted within the lesson as an observed task.
Plagiarism, cheating and collusion
Where a trainer/assessor believes there has been an incident of
academic misconduct involving plagiarism, cheating, and/or
collusion, they should report this along with reasons for the
allegation. Assessors should refer to their RTO’s policy and
procedures regarding training and assessment for further
information.”
Practical observations
Practical observations provide opportunities for students to
demonstrate both knowledge and skills.
Observe performance from an appropriate position.
Record appropriate comments and use for feedback purposes.
Homework/Self-study
At the end of each session homework/self-study can be set at
the discretion of the Assessor. Suggested activities are also
provided.
Induction
The following slideshow outlines the induction information
provided below for this unit:
Induction.pptx. The trainer/assessor can adapt the information
as relevant.
Induction and administrative procedures
Provide your RTO’s induction and housekeeping procedures, or
follow the suggested outline:
Cover any general housekeeping such as:
· college administration
· emergency procedures
· location of toilets and fire exits
· WHS, security

· break times
· plagiarism and any other policies and procedures that the
college requires the student to acknowledge or read and agree
to, such as mobile phone policies or Internet usage policies.
Folder management and naming documents
Discuss and demonstrate where and how you would like
students to save their work.
As a guide, students should keep all their work for this unit in a
folder that has the unit code as its name, along with the
student’s name. Any activities and assessment tasks should
then be saved to this folder.
Students should name documents logically within the folder
structure, it should include:
· Unit code
· Task number
· Task name
· Student last name (optional)
· The date or version number (optional)
Back up
Students should always have a back up of their work on a
different device. If the college has a network drive encourage
students to use the drive and then back up to a USB or
removable hard drive. If they are using a USB to save files then
they should keep a back up on their laptop or home computer.
Lesson overview
Provide the students with an overview of the unit and how it
will be structured and delivered.
An outline of the suggested delivery is provided on the slide.
Assessment
The assessment is provided in a separate document and should
be made available to the students once the content has been
delivered, along with the deadlines and procedures for
submission.
Session 1: Introduction

Recommended reading
Chapter 1 Key Concepts in Marketing
Slideshow
Use the slideshow BSBMKG507 Slideshow.pptx to support the
delivery of this topic.
Class discussion: Consider current trends in marketing
Brainstorm:
MARKET TRENDS
Video Clips: Social media marketing
Show this interesting YouTube video on social media trends
http://www.youtube.com/watch?v=yO2YoPw-cy4
This YouTube video is on social media revolution
https://www.youtube.com/watch?v=0eUeL3n7fDs
This clip is about socialnomics
https://www.youtube.com/watch?v=zxpa4dNVd3c

Concepts
Discuss the following concepts with students, providing
examples where relevant:
Term forecasting
Forecasting is a process for projecting estimates.
Normal distribution curve
Describes the normal distribution in many variables in whole
populations and helps in making inferences about populations.
XLSTAT
XLSTAT is a Microsoft Excel statistical add-in that has been
developed since 1993 to enhance the analytical capabilities of
Excel.
Features of XLSTAT is that it uses autonomous software
components.
Provides computations is identical to that offered by classic
scientific statistical analysis software.
A large range of modules can be added onto XLSTAT-Pro for
specific analytical needs.
SPSS Statistics
SPSS Statistics is a statistical package developed by IBM that
can be used for the entire analytical process, from planning to
data collection to analysis, reporting and deployment.
Can create simulated data sets to predict an outcome
Data sets can be compared
Produces descriptive statistics
Merges data files.
Lifetime value of a customer
Class discussion: How do you calculate the lifetime value of a
customer?

(To calculate the lifetime value of a customer, you need to
multiply the average sale value and average number of times a
customer reorders).
The Delphi technique.
The Delphi technique is a structured communication technique,
originally developed as a systematic, interactive forecasting
method which relies on a panel of experts.
Experts answer questionnaires in two or more rounds. After
each round, a facilitator provides an anonymous summary of the
experts’ forecasts from the previous round as well as the
reasons they provided for their judgments. Thus, experts are
encouraged to revise their earlier answers in light of the replies
of other members of their panel. It is believed that during this
process the range of the answers will decrease, and the group
will converge towards the "correct" answer.
Finally, the process is stopped after a pre-defined stop criterion
(e.g. number of rounds, achievement of consensus, stability of
results) and the mean or median of the final rounds determine
the results.
Delphi is based on the principle that forecasts (or decisions)
from a structured group of individuals are more accurate than
those from unstructured groups. The technique can also be
adapted for use in face-to-face meetings and is then called mini-
Delphi or Estimate-Talk-Estimate (ETE). Delphi has been
widely used for business forecasting.
Net present value of a customer
This is the future stream of cash that a company expects to
generate from its customer base.
Correlation and positive and negative correlation
Correlation is a statistical measure that indicates the extent to
which two or more variables fluctuate together. A positive
correlation indicates the extent to which those variables
increase or decrease in parallel; a negative correlation indicates
the extent to which one variable increases as the other

decreases.
Causation
Causation indicates that one event is the result of the
occurrence of the other event; i.e. there is a causal relationship
between the two events.
Frequency
The frequency of a particular data value is the number of times
the data value occurs.
A frequency table is constructed by arranging collected data
values in ascending order of magnitude with their corresponding
frequencies this can be turned into a chart which is
representative of the values and provides a visual picture of the
frequency of data.
Competition and Consumer Act 2010
This Act is the legislative vehicle for competition law in
Australia, and seeks to promote competition, fair trading as well
as providing protection for consumers.
Session 1: Topic 1 Interpret trends and market developments
Recommended reading
Slideshow
Trend analysis
Discuss: What are the reasons why a business may choose to
use trend analysis?
· identifies areas where a business is under performing.

· provides evidence to inform decision making
· Identifies areas where the business is performing well to
duplicate success.
Statistical analysis
Class discussion: What are some methods of statistical analysis
that can be used to analyse market data to interpret market
trends and developments?
These could be:
· conversion rate of leads to sales
· measures of central tendency
· measures of dispersion
· net response rate
· sampling
· time series analysis
Conversion rate of leads to sales
This is the percentage of sales leads that an organisation is able
to convert into sales. How many people who walk into your
store actually buy something? How many people visit a website
and buy a product? How many people that see an ad and buy
something? It is more generally defined as being the number of
people who visit (a website or store, or telephone number etc.)
who actually do a predefined marketing action (such as
purchase, request information etc.).
It is important to measure the conversion rate of leads to sales
at different times so that a trend can be established to provide
more meaningful information.
Measures of central tendency
This information enables us to measure the performance of
marketing activities or trade in general.
Students should be given the opportunity to learn how to
calculate the various central tendency measures:
· Conversion rate

· Calculating the mean
· Calculating the median
· Calculating the mode
· average order value
· average response rate
Use the following website to help explain:
http://www.quickmba.com/stats/centralten/
Provide some exercises for each and discuss whether all of the
central tendency measures can be calculated.
List their responses on the board and discuss what extra
information would be needed to enable some of these measures
of central tendency to be calculated.
Discuss the utility of these measures: i.e. are they useful to the
task of understanding the performance of an organisation?
Measures of dispersion
Measures of dispersion show the spread of data around the
central point. For example, using measures of dispersion can
show if the majority of customers have spending habits that
match the average spending in a store.
Students should be given the opportunity to learn how to
calculate measures of dispersion:
· range
· average deviation
· variance
· standard deviation
· normal distribution inference
· Hypothesis testing - Z-test, T-test, Chi-square tests, time
series data, least squares, customer’s lifetime value, RFM of an
organisation.
Provide some exercises for each and discuss their answers.

Class discussion: What is Chi-square testing?
(Chi-Square testing is a statistical tool that is used to determine
whether or not the values that you observed during market
research are significantly different from those frequencies that
you would expect to receive based on a given hypothesis. You
are attempting to examine whether the null hypothesis holds
true (that is, that there is not a significant difference between
expected and observed results).
Can anyone provide an example?
(A good example of a problem that may be measured using this
tool is which brand in a given market is most preferred).
Discuss whether all of the measures of dispersion can be
calculated.
Discuss what extra information would be needed to enable some
of these measures of dispersion to be calculated.
List the responses on the whiteboard.
Discuss the utility of these measures, i.e. are they useful to the
task of understanding the performance of an organisation?
Discuss: Is the calculation of measures of dispersion worth the
effort? Is there a significant return on the effort?
Class activity: Practical – spreadsheet software
Students could use a spreadsheet package or any software that
the trainer/assessor would like to demonstrate for the types of
statistical analysis used in marketing activities.
Provide enough time for students to familiarise themselves with
the software. Provide a demonstration to review the
application’s features.
For each of the statistics mentioned, provide some time for the
students to practice with the software provided.
Homework/Self-study

Students should complete any outstanding reading or activities
from the session.
Responses should be typed and professionally presented in a
word-processed document.
Allocate time at the beginning of the next session to discuss
student’s responses.
Homework/Self-study - discussion
Allocate some time at the beginning of the session to discuss
the questions/activities or project work that students undertook
as part of their self-study.
This time could also be used to review and consolidate the topic
covered in the previous session and provide a time for
Q&A.Session 2: Topic 1 Interpret trends and market
developments
Recommended reading
Chapter 4 Marketing research and information systems.
Slideshow
PEST AND SWOT analysis
Discuss both methods and provide an example for students to
work through.
Perceptual maps
Use the following website to discuss perceptual maps:
http://www.segmentationstudyguide.com/understanding-
perceptual-maps/perceptual-maps/

Analysing competitive performance
Discuss different methods with students and perhaps ask them
to research on the Internet for a procedure to follow.
Research
Introduce the concepts of primary data, secondary data,
qualitative and quantitative data (this is further discussed in the
next topic).
Students could research some examples of each method on the
Internet.
Sampling
Class discussion: What is the main purpose of sampling?
(A sample is a representative portion of the market and is used
rather than attempting to look at every individual in the target
market)
Trainer/Assessor: Use the Learn Marketing website to outline
the main concepts of the sampling process used in marketing
http://www.learnmarketing.net/sampling.htm
Probability and non-probability sampling
Probability sampling draws elements from the population by
random selection. These techniques rely on chance to produce a
representative sample of the population.
Non-probability sampling does not use random selection.
Privacy
Discuss privacy, codes of practice and the Trade Practices Act.
Students could research and list down the main objectives of
each.
Group activity: Statistical analysis
In this activity, students discuss the range of statistical data that

is available from industry groups. Provide a demonstration for
one industry, then each group can select their own sector:
1. Divide the class into small groups.
1. There will be a great deal of statistical data available from
industry sector associations and organisations.
Example:
The class should access the Federal Chamber of Automotive
Industries website: http://www.fcai.com.au
Select ‘Vehicle Sales’ / ‘Latest Sales Reports’
Discuss the information available, students can then continue
either with this example or one of their own:
1. Each groups should consider and discuss the meaning of the
data (focus on the total market data if possible).
2. Note down findings.
Answer the following questions:
1. How is the variance calculated?
2. What is the importance or significance of the variance?
3. How is the percentage calculated? What does it tell us?
4. Does the workplace belong to an industry group? If so what
data is available?
Discuss each group’s findings.
Group activity: Market trends and developments
Discuss how meaningful market trend and development
predictions can only be based on quality data: rubbish in
rubbish out (RIRO).
For this activity, students extract statistical information from
vehicle industry data and make judgements on trends and
market developments.
2. Ask each group to access Federal Chamber of Automotive
Industries web site: http://www.fcai.com.au
3. Select ‘Vehicle Sales’ / ‘Monthly Production Volumes’.

4. Apply statistical analysis: year to year movements. Q. Is
trend analysis to forecast future results possible?
5. Reflect on factors that may be affecting the market trends and
developments. Brainstorm ideas and list them down.
Discuss the students responses and the factors that generally
affect market trends and developments, and why they are
important to business.
Questions for the groups:
Do we need more information to clarify the reasons for the
trends and developments?
(more information to add to the story may be found elsewhere
on the website)
How important is it to consider other effects to understand
trends and development?
(For example, pricing of fuel, greenhouse/global warming
issues, vehicle tax/registration costs, interest rates, public/buyer
sentiment, etc.)
Group activity: Using data to understand the impact of
competition
In this activity, the students discuss the use of data to
understand the potential impact of competition on a business.
1. Ask students to consider how organisations could use
business data to understand the impact of competition on their
business.
2. Brainstorm with the class
3. List response on the whiteboard.
Group activity: Comparative market data – existing and
potential customers
In this activity, students explore the use of comparative market
data.
1. Students access the annual reports for Tupperware and
Newell Rubbermaid and the Standard & Poor’s Industry Survey

- Household Nondurables.
2. Each group is to focus on the comparative market data for
Tupperware and Newell Rubbermaid.
3. Collate the data to understand the comparative nature of these
two organisations.
The groups may need to reprocess the data, using a statistical
technique, to draw a conclusion
1. Each group should write out their findings in bullet form.
2. Each group is to nominate a spokesperson to discuss the
outcomes. Focus on the use of data to extract the comparative
story. Discuss how the comparative analysis can be used to
change the behaviour of the companies in view of existing and
potential competition.
Have a whole class discussion from each group’s findings.
Homework/Self-study
from the session.

Q&A.Session 3: Topic 2 Analyse qualitative results
Recommended reading
Slideshow
This topic covers:
· analyse performance data to determine success of marketing
activities
· identify over-performing and under-performing products and
services
· forecast existing and emerging market needs.
Activity: Data analysis techniques
This website provides some quantitative data analysis
techniques that students should take time to look at.
http://www.iacquire.com/blog/quantitative-data-analysis-
techniques-for-data-driven-marketing-2
Lynda.com has a video clip and information on how to analyse
data.
http://www.lynda.com/Data-Analysis-training-tutorials/1303-
0.html
Qualitative data collection
The Web Centre for Social Research Methods provides a brief
overview of qualitative data collection:
http://www.socialresearchmethods.net/kb/qualdata.php
Group activity: Qualitative data collection

Students will practice qualitative data gathering techniques and
tool creation
1. Divide the students into small groups.
2. The groups choose a business in their local area or use the
college/a place of work.
3. Choose one qualitative data gathering technique:
1. identify the qualitative data needed (students may require
help with this)
identify and create a tool and method needed to gather the data
gather data from people in your group/class (this will carry
assumptions)
analyse results
draw conclusions
make some recommendations for the marketing of the business:
i. price
ii. promotion
iii. distribution
iv. product modifications.
Questions for the group:
How useful was the data you gathered for drawing conclusions?
How could you modify your data-gathering tools to improve
results?
Performance of products and services
Discuss marketing strategies. Relate to the marketing strategy
and how an organisation can identify the performance of
products and services.
Group activity: Identify underperforming products and services
1. Students should access the McDonald’s Annual Report
(2008): http://en.wikipedia.org/wiki/McDonald's
2. The groups should then brainstorm - why do they think
McDonald’s divested itself of certain parts of its organisation?
(For example Chipotle Mexican Grill (2006), Boston Market
(2007) and Pret A Manger (2008)).

3. Students should then discuss the importance of statistical
data when analysing the market development that McDonald’s
have implemented.
4. The groups should list their ideas
Do you consider McDonald’s’ move to be a successful
development to combat market trends?
What was the effect of introducing McCafe to the stores?
What type of information will competitors be trying to
ascertain?
Discuss their responses with the rest of the class
Homework/Self-study
from the session.
Q&A.Session 4: Topic 2 Analyse qualitative results
Recommended reading

Slideshow
Forecasting market needs
A market forecast is a core component of a market analysis. It
projects the future numbers, characteristics, and trends in your
target market. A standard analysis shows the projected number
of potential customers divided into segments.
Students can read more from http://articles.bplans.com/what-is-
a-market-forecast/ which provides a good example.
Group activity: Forecasting techniques – Bayside Camp Ground
and Caravan Park
In this activity, students should utilise forecasting techniques to
determine expected results.
Scenario: The new owners of the Bayside Camp Ground and
Caravan Park would like to know the number of drive-in visitors
to expect over the peak Christmas period (see the table that
follows).
Divide students into small groups and ask them to discuss the
above data. Each group should then respond to the following:
1. What information can be analysed and derived from the
existing data?
[Answers should be along the lines of:
· percentage of existing bookings and drive-ins
· percentage of visitors being families, couples or individuals
· 2007 environmental factors contributed to the poor result]
What information can we forecast for 2016?
[Expected answers would be:
· number of drive-ins expected for 2016 and 2017 period
· break-down of types of visitors.]

Students need to consider the increased number of sites
available in 2016 onwards.
· How would the need for the increase in sites have been
determined?
· What type of extra facilities would the park need to implement
to cater for the increased sites?
· What information would have enabled these needs to be
determined?
[Expected answers would be:
· analysing and forecasting existing data provided sufficient
evidence to invest in increasing the number of sites
· percentage of visitors being families, couples or individuals
will determine the facilities needed to accommodate expected
visitors]
Consider the amount of information that can be derived from the
data provided.
· What is the importance of forecasting?
· How does it affect an organisation?
Trainer/Assessor: Conduct a class discussion, asking for some
of their responses – make notes on the whiteboard
2012
2013*
2014
2015
2016
2017
Capacity
500
500
500
500
550

550
Existing bookings
400
410
420
430
Sites booked from drive-in visitors (26 December - 2 January)
65
30
76
70
Families
25
10
26
24
Couples
38
22
45
42
Individuals
2
0
5
4

* In 2013 there were flash floods and heavy rain – the weather
was unexpectedly stormy
Homework/Self-study
from the session.
Q&A.Session 5: Topic 3 Report on market data
Recommended reading
Slideshow
Data analysis and presentation
The government of Canada has some good tips for data analysis

and presentation: http://www.statcan.gc.ca/pub/12-539-
x/2009001/analysis-analyse-eng.htm
The following site discusses key points in data analysis:
https://ori.hhs.gov/education/products/n_illinois_u/datamanage
ment/datopic.html
Prepare and plot data
Discuss how data can be prepared for later interpretation and
analysis.
The following website provides information on the preparation
of data:
http://www.socialresearchmethods.net/kb/statprep.php
Ensure students are familiar with spreadsheet charts. If not take
time to demonstrate the features and functions for
representation of data using this type of software
Excel Easy outlines the features Excel has to offer to analyse
data.
http://www.excel-easy.com/data-analysis.html
Activity: Preparation of data
Discuss charts, then provide students with some raw data that
they could use to create the following:
· bar charts
· pie charts
· line charts
· area charts
· histograms
Interpreting data
Discuss the visualisation of data and how it can be interpreted
as compared to the presentation of raw data.
Activity: Interpretation of data

Student Assessment GuideBSBMKG507Interpret Market Tren.docx

Student Assessment GuideBSBMKG507Interpret Market Tren.docx

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