Assessment 1:Marketing program
Prior to assessment:
Candidate needs to discuss with assessor for any individual needs.
Candidate must attain permission to use their work place document or any other type of evidence. They also should discuss with trainer and have all work place documents ready prior to assessment.
●Access to a computer lab with Microsoft Office.
Instructions for Candidate
The candidate will demonstrate the skills and knowledge required to identify change requirements for an organisation.
Using the scenario information supplied, the candidate will identify strategic change needs, review existing policy, monitor trends in the external environment that impact on the organisation’s objectives, identify operational change objectives, prioritise change requirements, consult with experts or specialists to assist in identification of requirements and opportunities, and consult management to review change requirements. The candidate will then write a report to management outlining the change requirements.
Arrange a time with the candidate to discuss the portfolio of work and establish authenticity.
Planning the assessment
●Recommended date for assessment: After Session 1.
●The candidate must provide:
one report detailing change requirements for the simulated organisation.
●Ensure you arrange a time with candidate to:
review and prioritise change requirements (in the role of manager)
provide assistance in identification of major change requirements and opportunities (in the role of change management expert/specialist).
In this Assessment Task, you are requiredto review the case study materials provided and develop international marketing objectives for the organisation. You must also evaluate and select an appropriate marketing approach and operational structure.
You need to review the strategic directions of the organisationand develop measurable marketing objectives for international marketing activities that reflect the organisation. For the objectives you describe, you also need to define how they will be measured and justify how they are aligned with organisational strategic directions. You will then need to evaluate and select a marketing approach and operational structure appropriate to the market and product or service.
This assessment can be completed in a candidate’s own time as they work through the related topics in either the Student Workbook, or under the guidance or their assessor.
The assessment will be due for completion at the completion of Section 2 of the Student Workbook, or on advice from the unit assessor.
●read the instructions carefully
●check with the assessor whether it is appropriate to use a computer for preparation and submission of the report (preferred), or if the assessor requires a manual presentation
●check your work and its requirements carefully, before handing or sending in to your assessor
●if unsure of any requirements, consult theassessor.
You must provide:
●your completed marketing program and/or files (on a CD, flash drive or by email as advised)
●your assessor will advise when this assessment is due and in which format (physical or electronic) it is to be submitted.
Your assessor will be looking for the following.
For the organisationoutlined in the case study materials provided, review the strategic directions of theorganisation and develop marketing objectives for international marketing activities that reflect the organisation. For the objectives described, you will need to define how they will be measured and justify how they are aligned with organisational strategic directions. You will then need to research international marketing opportunities, and evaluate and select a marketing approach and operational structure appropriate to the market and product or service.
You need to prepare a marketing program outlining the following for each objective:
●Objective: clearly state what is to be achieved and to what extent.Ensure you:
○relate the objective to the product/service being marketed and the country or international grouping being targeted
○describe how the objective is compatible with the organisation’sstrategic direction and purpose
○describe how the objective is consistent with the capabilities and resources of the organisation.
●Performance: what key performance indicators will be used to measure progress and achievement of the objective? Ensure performance indicators are related to the product/service being marketed and the country, region or cultural group being targeted.
●Risk: identifyany potential risks that may prevent objectives being achieved and develop relevant contingency plans to ensure objectives can be met.Your contingency plans must meet the requirements of the organisation.
●Approach: outline the marketing approach you will use for promoting the products or services of the organisationthat will achieve the objective. Ensure your approach covers each element of the marketing mix. You must identify the conditions of the market, and consumer preferences, and describe how the approach takes into account theseconditions and preferences.
●Marketing opportunities and structures: investigate marketing opportunities and operational structures that will facilitate achievement of the objective. Include an evaluation of the strengths and weaknesses of the structure, and select a structure best fits the product/service being marketed. Evaluate the business culture and consumer preferences in the identified market and outline how the structure fits the market.
●Requirements: describe the impact of any Australian or international standards, legislation or guidelines that may affect your contingency plans, selected approach and operational structure. This must include an assessment of guidelines and codes of practice related to e-commerce.