Assessment - BSBMKG609

BSBMKG609
Develop a marketing plan
ASSESSMENT
Assessment – BSBMKG609 Develop a marketing plan
Issue date: 22/03/2021 Page 1 of 17 New Cambridge College Sydney Inc. ABN: 44 928
033 266 RTO No: 91438 CRICOS Provider No: 03015B
Level 3, 770 - 772 George Street, Sydney NSW 2000 +61 2 9212 6650 www.nccs.nsw.edu.au
Instructions
You are advised to commence work on your
assessment from Week 1 and all tasks must be
submitted by the due date.
1. All assessments must be completed and delivered

individually. Where an assessment involves group
discussions, you should consider the input of your
group but submit an individual assessment to
your trainer.
2. Please read all instructions on completing
each assessment. Instructions for
completion are provided at the beginning
of each assessment.
3. All written answers must be typed in a word
document using Arial font, 12 size and single
spacing if similar instructions are not provided in
the assessment. 4. Your trainer will not be able to
assist you in answering questions. However, your
trainer will address any issues concerning
questions requiring further explanation. 5. You
may refer to your student workbook or any other
relevant resources when completing your
assessment.
6. It is recommended that assessment tasks are
completed as per specifications provided in the
assessment schedule. Assessment must be
submitted as a whole at the end of the
completion of the unit for marking and feedback.
7. You have access to computers which are equipped
with Microsoft suite of products or any other relevant
software’s with required printing facilities (if
applicable). 8. Use assessment templates if provided,
to complete relevant sections of the assessment.
9. You must achieve a satisfactory result for all tasks
to achieve competency in this unit. 10.All
assessment answers should be submitted to the
trainer in required format (soft or hard copy) as per
trainer instructions with completed assessment cover
sheet (if required).
Assessment Schedule
Task Due Date
Learning Activity Only Week 1
Task 1 Week 2
Task 2 Week 4
Task 3 Week 6
Note: This schedule is only a guideline, your trainer may

make adjustments to your schedule.
Assessment Information
The assessment tasks for BSBMKG609 Develop a
marketing plan are included in this Student
Assessment Tasks booklet and outlined in the
assessment plan below.
To be assessed as competent for this unit, you must

complete all of the assessment tasks satisfactorily.
Assessment Plan
Assessment Task Assessment Task Summary
1. Written Questions You must answer all questions correctly.
2. Marketing plan You must conduct research and develop a

research project marketing plan briefing report.
3. Marketing plan You must develop a Marketing Plan and present it

development and to the management team.
presentation project
Assessment Preparation
Please read through this assessment thoroughly
before beginning any tasks. Ask your assessor for
clarification if you have any questions at all.
Assessment appeals
If you do not agree with an assessment decision, you
can make an assessment appeal as per NCCS’s
assessment appeals process.
You have the right to appeal the outcome of

assessment decisions if they feel they have been
dealt with unfairly or have other appropriate grounds
for an appeal.
Additional Resources
You will be provided with the following resources
before you begin each Assessment Task.
Assessment Task 2
• Briefing Report Template
Assessment Task 3
• Marketing Plan Template
Assessment criteria
Students must complete all of the activities
listed and will be assessed against the
assessment criteria included in the checklist
included with this task.
All questions must be answered correctly in

order for you to be assessed as having
completed the task satisfactorily.
Re-submission opportunities
You will be provided feedback on their performance
by the Assessor. The feedback will indicate if you
have satisfactorily addressed the requirements of
each part of this task.
If any parts of the task are not satisfactorily

completed, the assessor will explain why, and provide
you written feedback along with guidance on what you
must undertake to demonstrate satisfactory
performance. Re-assessment attempt(s) will be
arranged at a later time and date.
You have the right to appeal the outcome of

assessment decisions if you feel that you have
been dealt with unfairly or have other appropriate
grounds for an appeal.
You are encouraged to consult with the assessor prior

to attempting this task if you do not understand any
part of this task or if you have any learning issues or
needs that may hinder you when attempting any part
of the assessment.
Temporary changes due to COVID-19

NCCS has implemented a Blended Learning
approach to provide both Face-to-Face and Online
classes through Google Meet LIVE CLASS.
You must attend all your classes each week and

are expected to arrive or join LIVE CLASS on
time and be present and participate for the
entire class.
You must have your camera ON at all times in the LIVE

CLASS.
Attendance will be taken at the START and END of

each class.
Verification of your identity

Your identity will be verified by your trainers during
your classes. Your photos are uploaded in our
Student Management System as well as our
Learner Management System (Google
Classroom). You must have your Student ID card
or any other identity card, for example Driver
Licence, with you at all times.
Observations during COVID-19

As part of our temporary Blended Learning
approach, the following process will be
completed for all observations with students:
• Observations will be conducted at the
College or through Google Meet by your
trainers
• Students MUST maintain Social Distance while at
the College
• Trainers will schedule the days and times your
observation/s will be conducted • Observation
Checklist will be completed by your trainer as
per normal procedure.
Task 1 – Written Questions
Task summary
• Students need to answer

all of the written questions
correctly • Your answers
must be word processed
Required
• Access to textbooks/other learning materials

• Computer and
Microsoft Office or other
software program •
Access to the internet
Submit
• Answers to all questions

Written answer question guidance

The following written questions use a range of
“instructional words” such as “identify” or “explain”,
which tell you how you should answer the question.
Use the definitions below to assist you to provide the
type of response expected.
Note that the following guidance is the minimum level of
response required.
Analyse – when a question asks you to analyse

something, you should do so in in detail, and identify
important points and key features. Generally, you are
expected to write a response one or two paragraphs
long.
Compare – when a question asks you to compare

something, you will need to show how two or more
things are similar, ensuring that you also indicate the
relevance of the consequences. Generally, you are
long.
Contrast – when a question asks you to contrast

something, you will need to show how two or more
things are different, ensuring you indicate the
relevance or the consequences. Generally, you are
long.
Discuss – when a question asks you to discuss

something, you are required to point out important
issues or features and express some form of critical
judgement. Generally, you are expected to write a
response one or two paragraphs long.
Describe – when a question asks you to describe

something, you should state the most noticeable
qualities or features. Generally, you are expected to
write a response two or three sentences long.
Evaluate – when a question asks you to evaluate

something, you should do so putting forward
arguments for and against something. Generally,
you are expected to write a response one or two
paragraphs long.
Examine – when a question asks you to examine

something, this is similar to “analyse”, where you
should provide a detailed response with key points
and features and provide critical analysis. Generally,
you are expected to write a response one or two
paragraphs long.
Explain – when a question asks you to explain

something, you should make clear how or why
something happened or the way it is. Generally, you
are expected to write a response two or three
sentences long.
Identify – when a question asks you to identify

something, this means that you are asked to briefly
describe the required information. Generally, you are
expected to write a response two or three sentences
long.
List – when a question asks you to list something, this

means that you are asked to briefly state information
in a list format.
Outline – when a question asks you to outline

something, this means giving only the main points,
Generally, you are expected to write a response a few
sentences long.
Summarise – when a question asks you to

summarise something, this means (like “outline”)
only giving the main points. Generally, you are
expected to write a response a few sentences long.
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1. Outline how strategic alliances can provide

options for marketing opportunities and include
two (2) examples of alliances (also known as
cooperative business models) that can be
formed between businesses.
2. Outline how the development of existing products
or services can provide marketing opportunity
options for a business, both in existing and new
markets. Relate your answer to relevant
diversification strategies from the Ansoff matrix.
3. Outline how a takeover can create options for
marketing opportunities for a business. 4. Outline key
information that a franchiser should consider
providing when marketing their franchise opportunity.
5. Outline how a company can use the
establishment of a new business as an opportunity
for marketing. Provide an example to illustrate your
answer. 6. Outline two (2) other marketing
opportunity options that a business could choose to
pursue other than options explored in the questions
above.
7. Explain the importance of the product life
cycle concept in marketing. Name and
explain each of its stages.
8. Explain the importance of considering the
marketing mix when bringing products or
services to the market.
9. As most businesses have the objective to sell as
many products as possible, outline key factors
that a company should consider in determining
the product component of the marketing mix.
10. Outline the importance of the pricing strategy for
a business and two types of pricing strategy that
a company could use.
11. Outline two (2) types of promotional
strategies that a business could use. 12.
Outline three (3) common distribution strategies
that can be used as part of the marketing mix.
13. Outline why a business may choose to use an
undifferentiated marketing strategy. 14. Outline
why a business may choose to use a
concentrated marketing strategy. 15. Explain the
process that a marketer can use to ensure that
marketing strategies,
approaches and the marketing mix align with an
organisation’s strategic objectives. Provide an
example to illustrate your response.
16. Explain the process that a marketer can use to
ensure that marketing strategies, approaches
and the marketing mix meet legal and ethical
requirements. Provide an example to illustrate
your response.
17. Explain the process that a marketer can use to
ensure that marketing strategies, approaches
and the marketing mix are achievable for an
organisation. Provide an example to illustrate
your response.
Task 2 – Marketing plan research

project
Task summary
This assessment task requires you, in the role of

Marketing Manager, to conduct research and develop
a Marketing Plan briefing report to inform the
development of a Marketing Plan that you will develop
in Assessment Task 3.
Required

• Computer with Microsoft Office or other
software program and internet access •
Briefing Report Template
Submit
• Briefing report
• Email with briefing report attached
Issue date: 22/03/2021 Page 10 of 17 New Cambridge College Sydney Inc. ABN: 44
928 033 266 RTO No: 91438 CRICOS Provider No: 03015B

Carefully read the following:
NatureCare Products is based in Brisbane,

Queensland Australia. It commenced business in
1996, manufacturing and retailing eco-friendly, high
quality beauty skin care products.
The business was established to cater for a

growing demand for skin products that contain
eco-friendly and natural ingredients. There is also
an emphasis on eco-friendly packaging.
NatureCare Products’ current Strategic Plan

identifies that its vision is to be a market leader
for providing high quality, sustainable skin care
products.
Its organisational objectives are to:
• To be a high performing profitable business
• To be a leader and innovator in natural, eco-friendly
cosmetics
• To attract, engage and develop the best staff
It has identified its major competitors as being

Jurilique and Botani and is currently working on
positioning itself against this strong competition. The
prices of its products are slightly higher than major
competitors.
The organisation currently consists of the CEO,

Operations Manager, Sales Manager, Marketing
Assistant, Customer Sales Officers (5) and
Administration staff (3). All the positions are
based in the office in Brisbane.
The company’s current range of products include:

• Cleansing creams to soothe skin during make-up
removal. Primary ingredients are Shea butter to
nourish the skin and plant the skin, and plant
extracts rich in essential oils with regenerating
and anti-inflammatory properties. This product is
for delicate and mature skins and can also be
used as a baby cream.
• Multi Protection Day Moisturizing Creams for dry to
normal skin types that help protect the skin during
the day. It contains shea butter and extracts from
fragile green algae that provides hydrating and
protective properties.
• Regenerating facial scrub to clean off dead skin
cells to promote regeneration of healthy new
cells. This product can be used on most skin
types.
The company has become well established in the

Australian market and sells its products in health
stores across the country. However, the company
wants to widen its range of retails outlets with other
outlets that reflects its desired positioning.
It also sells its products online through its own web
site, although there is no SEO, and no social media
presence currently.
The company targets customers that want high
quality, eco-friendly products. Market research has
identified that around 70% of customers are
professional women aged 25 to 55.
The current strategy of the company as identified in

its latest Marketing Plan is niche marketing to the
target group based on positioning the products as
high quality and eco friendly.
With regard to the marketing of NatureCare Products,

the company is reasonably happy with sales through
the web site but would like to do more in the future,
for example, through reviewing search engine
optimisation and to use social media to generate
sales. The company is in a strong financial position
and has a budget of around $150,000 for marketing
for the upcoming financial year.
The company would like to add more products over

time and is focussed on a range of products to meet
particular skin needs rather than a one-size fits all.
The company is also interested in expanding
overseas. Research has identified that Japan may
represent a good opportunity for the company, as it
has been identified there are good opportunities for
products made from natural ingredients. The company
has also decided to target essentially the same group
of consumers as for the Australian market, as it has
identified that a key group of consumers in Japan for
cosmetic products are middle-aged and older women
who seek functionality and higher-value-added items.
Regarding the company’s current promotional

activities, successful promotional activities have been
advertisements on the Australian body + soul web site
and in the Natural Health magazine. There have also
been in-store promotions with the focus on high quality
products for women.
The management team of NatureCare Products

has advised that its primary marketing objectives
are:
• Increase the number of people who make a purchase
while visiting the online store by 20%.
• Increase the number of retail outlets
selling NatureCare Products by 150. • To
increase product awareness amongst the
target market by 20%. • To increase
market share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next
three years.
Regarding market trends, the following have all

contributed to the growth in popularity of natural-
based personal care products:
• health warnings
• environmental concerns
• ethical concerns
• therapy awareness
• organic attitudes
It is predicated that natural/organic skincare, hair

care and cosmetics sales will continue to grow
strongly in the retail sector. Cosmetics in general are
also still growing strongly.
Complete the following activities:
1. Write a marketing plan briefing report

Review the case study information and use the
Internet to conduct research on trends and
development in the cosmetics industry, potential new
and emerging markets, competitors and any other
relevant factors.
Based on your research and the review of the case

study information, develop a SWOT and a PESTLE
analysis that outlines all of the internal and external
factors that will impact on the Marketing Plan.
Identify and evaluate least three (3) potential
marketing opportunities for NatureCare Products
and that align with organisational objectives. The
evaluation of each of the marketing opportunities
that you identify should include the following: •
The fit with organisation’s objectives as outlined
in the scenario information. • Risks of each of
the marketing opportunities you have identified.
• Potential returns of each of the marketing
opportunities. Returns can be identified in
general terms, for example, greater market
share.
Identify and report on feasible marketing

strategies that can be implemented for the
marketing opportunities you have identified,
including strategies that: • Address the four p’s
of the marketing mix in accordance with the
organisation’s marketing objectives, including
desired positioning.
• Align with organisational strengths as
described in the case study information • Are
relevant to the three marketing opportunities
you have identified • Are consistent with
NatureCare Product’s ability to implement
such marketing strategies given the
information provided in the case study.
The briefing report must include a clear rationale for

your selection of marketing strategies based on the
above, and clearly demonstrate how the strategies
align with the NatureCare Product’s strategic
objectives.
Following determination of the marketing strategies,

you are required to plan and report on marketing
tactics for each of the marketing strategies you have
identified. This must include:
• Details of proposed marketing tactics to
implement each strategy and rationale for
such.
• Timing of the marketing tactics, staff roles and
responsibilities and costs involved. Costing should
be developed in line with the budget outlined in the
case study information. You should research the
cost of the marketing tactic you identified using the
Internet to ascertain general costs and record these
in the briefing report.
• Recommended coordination and monitoring
mechanisms that will be used to ensure that the
marketing tactics are implemented as required and
according to timelines. • How the proposed
marketing tactics are achievable within the available
budget and staff and are relevant to the
organisation’s marketing objectives.
• Legal and ethical issues that need to be

considered in using the marketing tactics
proposed and how you have ensured these
issues are addressed. The following codes
and legislation should be reviewed to assist in
the identification of legal and ethical issues
(depending on the marketing tactics
proposed):
http://aana.com.au/content/upload
s/2014/05/AANA-Code-of-
Ethics.pdf
https://ami.org.au/about-ami/our-
code/
http://www.adma.com.au/comply/code-of-practice/
http://www.acma.gov.au/Industry/Marketers/Anti-
Spam/Ensuring-you-dont-spam/key elements-of-
the-spam-act-ensuring-you-dont-spam-i-acma
Develop and report on marketing performance

measures to ensure performance against marketing
objectives and budget can be measured and
allowing for adjustment against measures as
required.
Develop and report on strategies that can assist in

increasing organisational expertise or resources to
address gaps in currently capability and marketing
objectives as per the case study information provided.
Use the Briefing Report Template to guide your work.
2. Send an email to the CEO via email (your assessor)

with your briefing report attached
The text of the email should be written in
grammatically correct English, in an appropriate
(formal, business-like) tone.
It should seek feedback on the briefing report

and request approval to develop the
marketing plan based on the report.
Attach your briefing report to the email.
The CEO will respond to you verbally regarding the

briefing report, providing ideas for incorporation as
required, and confirm approval to proceed to
developing the marketing plan.
Issue date: 22/03/2021 Page 14 of 17 New Cambridge College Sydney Inc. ABN: 44 928 033 266
RTO No: 91438 CRICOS Provider No: 03015B
Task 3 – Marketing plan development and

presentation project
Task summary
This assessment task requires you to develop and
present the Marketing Plan based on the Marketing
Plan briefing report that you developed in
Assessment Task 2.
Required

• Computer with Microsoft Office or other
software program and internet access •
Marketing Plan Template
• Access to a meeting space
• Projector for PowerPoint presentation
• Roleplay participants (assessor and two students)
Deliver
• Marketing Plan Presentation
Submit
• Draft Marking Plan

• Marketing Presentation
• Email with draft marketing plan and
marketing presentation attached •
Updated Marketing Plan
• Email with updated marketing plan attached

Complete the following activities:
1. Develop a Marketing Plan

Use the information from your marketing plan
briefing report from Assessment Task 2, and the
Marketing Plan Template to develop the marketing
plan. Notes in the Marketing Plan Template will
assist you to structure the required information.
You should also ensure that you your marketing

plan addresses any feedback given to you by your
assessor at the end of Assessment Task 2.
You will be updating your marketing plan after

discussing it with the CEO and senior
management team after your presentation, so
save this version of your plan as Draft Marketing
Plan.
Use digital technology to show copies of your Draft

Marketing Plan to the CEO and senior management
team.
2. Develop a PowerPoint (or using similar software)

presentation
When you have completed your Marketing Plan,
develop a PowerPoint (or using similar software)
presentation to assist in presenting the information
from your Marketing Plan. Prepare a minimum of 15
slides that include visuals such as images, charts,
graphs or tables.
The presentation must address each section of

your Marketing Plan, as well as clearly describe:
• How the Marketing Plan meets
organisational and marketing
objectives • The proposed strategic
marketing mix and rationale for such
• Overall marketing approach and rationale for such
• Information that supports the choice of
identified marketing strategies and tactics You may
include notes within your presentation program to

assist you in presenting. Save this file as Marketing
Presentation.
3. Send an email to the CEO (your assessor)

The text of the email should be in grammatically
correct English, written in an appropriate (polite,
business-like) style.
It should introduce and summarise the contents of

the attachment and ask them for the place, date
and time of your presentation.
Attach your draft marketing plan and marketing

presentation to the email.
4. Present your Marketing Plan

Your assessor will roleplay the CEO and two (2)
other students will roleplay the senior
management team (the Operations Manager and
the Sales Manager).
Prior to commencing your presentation, ensure

you show a digital copy of your Draft Marketing
Plan to the meeting attendees.
At the meeting, you will need to explain each part of

the Marketing Plan and seek input and feedback.
During the meeting you will need to demonstrate

effective communication skills including: •
Speaking clearly and concisely
• Using non-verbal communication to assist with
understanding
• Asking questions to identify required information
• Responding to questions as required
• Using active listening techniques to confirm
understanding
5. Update your Marketing Plan

Incorporate feedback provided by your assessor
and the other students who attended your
presentation.
Save this document as Updated Marketing Plan.

6. Send an email to the CEO (your assessor)
The text of the email should be in grammatically
correct English, written in an appropriate (polite,
business-like) style.
It should summarise the meeting and the

contents of the attachment. The text should
outline the changes that you have made to your
marketing plan.
Attach your updated marketing plan to the email.

Assessment - BSBMKG609

Uploaded by

Copyright:

Available Formats

Assessment - BSBMKG609

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Assessment - BSBMKG609

Uploaded by

Copyright:

Available Formats

BSBMKG609

Develop a marketing plan

Assessment – BSBMKG609 Develop a marketing plan

1. All assessments must be completed and delivered

Learning Activity Only Week 1

Learning Activity Only Week 3

Learning Activity Only Week 5

Note: This schedule is only a guideline, your trainer may

Assessment – BSBMKG609 Develop a marketing plan

To be assessed as competent for this unit, you must

1. Written Questions You must answer all questions correctly.

2. Marketing plan You must conduct research and develop a

3. Marketing plan You must develop a Marketing Plan and present it

You have the right to appeal the outcome of

All questions must be answered correctly in

If any parts of the task are not satisfactorily

You have the right to appeal the outcome of

You are encouraged to consult with the assessor prior

Temporary changes due to COVID-19

You must attend all your classes each week and

You must have your camera ON at all times in the LIVE

Attendance will be taken at the START and END of

Verification of your identity

Observations during COVID-19

Task 1 – Written Questions

• Students need to answer

• Access to textbooks/other learning materials

• Answers to all questions

Written answer question guidance

Analyse – when a question asks you to analyse

Compare – when a question asks you to compare

Contrast – when a question asks you to contrast

Discuss – when a question asks you to discuss

Describe – when a question asks you to describe

Evaluate – when a question asks you to evaluate

Examine – when a question asks you to examine

Explain – when a question asks you to explain

Identify – when a question asks you to identify

Assessment – BSBMKG609 Develop a marketing plan

List – when a question asks you to list something, this

Outline – when a question asks you to outline

Summarise – when a question asks you to

Assessment Task 1 Instructions

Provide answers to all of the questions below:

1. Outline how strategic alliances can provide

Assessment – BSBMKG609 Develop a marketing plan

Task 2 – Marketing plan research

This assessment task requires you, in the role of

• Access to textbooks/other learning materials

Assessment Task 2 Instructions

NatureCare Products is based in Brisbane,

The business was established to cater for a

NatureCare Products’ current Strategic Plan

It has identified its major competitors as being

The organisation currently consists of the CEO,

The company’s current range of products include:

The company has become well established in the

Assessment – BSBMKG609 Develop a marketing plan

The current strategy of the company as identified in

With regard to the marketing of NatureCare Products,