Develop and Implement Marketing Strategies

CANTERBURY

TECHNICAL INSTITUTE

ASSESSMENT

SIT60316

Advanced Diploma of Hospitality Management

SITXMPR007

Develop and Implement Marketing Strategies

Candidate must fill this section:
Candidate Name:
Candidate ID:
Assessment Completion Status: (Trainer Use Only)
Attempts	Quiz	Theory	Project	Satisfactory	Non-Satisfactory	Date	Assessor’s Signature
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Further re-submissions (more than 2 attempts) incur a cost of $50.00 per assessment. Note also, late submissions after the cut-off date are considered the second attempt and will be marked accordingly.
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Information for Candidate:

All work is to be entirely of the candidate.

General Information for this assessment:

Read the instructions for each question very carefully.

Be sure to PRINT your FULL name & LAST name in every place that is provided.

Short questions must be answered in the spaces provided.

For those activities requesting extra evidence such as: research reports, ESSAY reports, etc. The student must attach its own work formatted in double space, Arial 12 pts.

All activities must be addressed correctly in order to obtain a competence for the unit of competency.

If the candidate doesn’t understand the assessment, they can request help from the assessor to interpret the assessment.

Re-assessment of Result & Academic Appeal procedures:

If a student at CTI is not happy with his/ her results, that student may appeal against their grade via a written letter, clearly stating the grounds of appeal to the Deputy Principal. This should be submitted after completion of the subject and within fourteen days of commencement of the new term.

Re-assessment Process:

An appeal in writing is made to the Deputy Principal providing reasons for re-assessment /appeal.

Deputy Principal will delegate another faculty member of CTI to review the assessment.

The student will be advised of the review result done by another assessor.

If the student is still not satisfied and further challenges the decision, then a review panel is formed comprising the lecturer/trainer in charge, the Deputy Principal and the Director of Student Services OR if need be an external assessor.

The Institute will advise the student within 14 days from the submission date of the appeal. The decision of the panel will be deemed to be final.

If the student is still not satisfied with the result, the he / she has the right to seek independent advice or follow external mediation option with CTI’s nominated mediation agency.

Any student who fails a compulsory subject or appeals unsuccessfully will be required to re-enrol in that subject.

The cost of reassessment will be borne by the Institute. The external assessor will base his/her judgement based on principles of assessment. These principles require assessment to be reliable, fair, practical and valid.

Academic Appeals

If you are dissatisfied with the outcome of the re-evaluation process, you have a right to appeal through CTI’s complaint / grievance protocol.

The notice of appeal should be in writing addressed to the Deputy Principal and submitted within seven days of notification of the outcome of the re-evaluation process.

If the appeal is not lodged in the specified time, the result will stand and you must re-enrol in the unit.

In emergency circumstances, such as in cases of serious illness or injury, you must forward a medical certificate in support of a deferred appeal. The notice of appeal must be made within three working days of the concluding date shown on the medical certificate.

The decision of Deputy Principal will be discussed with the PEO and will be final.

Student would then have the right to pursue the claim through an independent external body as detailed in the students’ complaint / grievance policy.

Student Acknowledgement

☐

I understand all the above rules, guidelines and feedback for this assessment.

The assessment process including the provisions for re-submitting and academic appeals were explained to me and I understand these processes

I understand the consequences of plagiarism and confirm that this is my own work and I have acknowledged or referenced all sources of information I have used for the purpose of this assessment

Student Name:

Student Signature: ^{Electronic initials are acceptable}

Date

Part A: Quiz

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Part A

Quiz results (Trainers and Assessors use only)

Quiz result

Satisfactory Not Satisfactory

Is a reassessment or resubmission required for the Quiz?

Yes No

Trainers notes and feedback:

Part B: Theory/Short Answers

Assessment 1

Your task: Answer the following questions. Each question must be completed.

List 5 factors you must have knowledge of to develop an effective marketing strategy.

Response

When developing marketing strategies, you need to be aware of your business’ capabilities and resources. What do you need to consider for each of the following aspects?

Communication capabilities

E-business capacity

Equipment capacity

Financial resources

Hours of operation

Human resources

Staff skill levels

List 5 examples of sources of information for analysing the effectiveness of current and past marketing campaigns.

Response

Explain each of the following types of comparative market information:

Benchmarking

Best Practice Information

Competitor Information

Using a SWOT analysis, define what needs to be analysed for the following areas:

Identify Strengths and Weaknesses – Internal Environment

Identify Opportunities and Threats – External Environment

What is the primary tool of engagement with the world for most people? How does this affect the marketing environment?

Response

List 5 pieces of information you will need to perform a competitor analysis. Where could this information be sourced?

Response

Give 5 examples of information that a promotional activity report should contain.

Response

List the name of 2 websites which you can use as resources to identify and analyse market growth or decline.

Response

Name 3 factors that can affect the economic environment, and affect people’s spending habits.

Response

Provide a description for each of the following aspects used to analyse market share:

Overall market share

Segment market share

Relative market share

Change in market share

Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:

Response

Name the 3 aspects of the triple bottom line sustainability concept.

Response

Name 4 internal issues which can impact on a business’ marketing planning.

Response

Name 4 external issues which can potentially result in new business opportunities for a TH&E business.

Response

What is the purpose of a marketing plan? How is this purpose achieved?

Response

Why should you involve your staff in developing marketing strategies and plans?

Response

Why must your marketing plan be approved before being implemented?

Response

What are the 4 steps in marketing control?

Response

Give 2 examples of reports you may generate to help analyse the effectiveness of marketing campaigns.

Response

List 3 aspects why marketing campaigns do need to be reviewed:

Response

What needs to happen once promotional activities have been reviewed for their success or failure?

Response

Who should be informed about updates to the marketing strategy?

Response

List the key aspects of a marketing plan and outline what these involve:

Response

What is a disadvantage of direct sales distribution?

Response

Name 2 methods of indirect sales distribution.

Response

List 3 aspects of a business’ conduct covered by consumer law.

Response

A marketing plan should include a mission statement and a business vision. Explain what each of these should outline.

Response

What are the key principles which must be considered for ethical advertising? List 3 codes which regulate advertising:

Response

What is the role of Australian Consumer Law in relation to marketing?

Response

What is the purpose of Copyright? How is copyright managed?

Response

What impact does the Privacy Act have on business’ marketing activities?

Response

Outline one legal issue that has emerged with the rise of the Internet and online business.

Response

Provide one example of an innovative marketing strategy used by a TH&E business.

Response

Part B

Theory/Short Answers results (Trainers and Assessors use only)

Theory/Short Answers result

Satisfactory Not Satisfactory

Is a reassessment or resubmission required for the Theory/Short Answers?

Yes No

Trainers notes and feedback:

Part C: Project

Marketing Project

The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C.

Please use the attached Marketing plan template and guide (or any template as instructed) and follow the structure of the document for the purpose of this project.

Part A

requires the preparation for the complete marketing strategy for your chosen product(s) service(s), project or event:

Step 1 – Research – include an acknowledgement page and a bibliography page that lists all the references (this should include any websites, textbooks, journals and or other related documents) and all downloaded information in the form of research notes also need to be attached as evidence.

Step 2 – Develop a marketing strategy – the report should include your developed marketing strategy.

Step 3 – Prepare a marketing plan – the marketing plan should address all the key criteria as listed in the task.

Step 4 – Prepare the monitoring and evaluation strategies you will use to monitor the activity(ies) in progress and to measure the outcomes achieved.

Step 5 – Prepare the implementation strategy including all timelines (when, where, who, what)

Part B

requires a written report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement.

Part C

requires a presentation of your report to the stakeholders identified for the marketing activity. You are required to seek feedback from stakeholders and make adjustments to your marketing plan as or if relevant.

Your trainer or a person to be determined will script the feedback received. This must be attached to this project.

The marking criteria on the final page provide an indication for aspects to be covered during the presentation

PART A

Step 1 – Conduct thorough research to collect and analyse information on:

The internal business environment: (key criteria to be included are as follows):

Describe the current core activities, customer base, business values and business direction

Identify and analyse information relating to the effectiveness of current and past marketing efforts

Review business performance information to identify strengths, weaknesses, opportunities, threats and critical success factors

Identify and record current capabilities and resources (e.g. the use of technology or e-business to develop and implement marketing strategies) including the need for specialist assistance (e.g. underperforming products and services with reasons for underperformance)

and

The external business environment: (key criteria to be included are as follows):

Identify and analyse information on expected market growth or decline, along with the associated risk factors

Analyse projected changes in the labour force, population and economic activity that would affect your marketing

Current comparative market information which may include best practice information, benchmarking and competitor information

Industry and customer trends, emerging issues and developments which may be: economic, ecological, environmental, government activities, social and cultural, demographic, technological or industrial

Legal, ethical and sustainability constraints of the market and potential business impacts

Opportunities presented by new technologies

Step 2 – Develop a marketing strategy

Marketing strategies:

Detail the specific opportunities for your product, service, project or event based on your internal and external market analysis

Explore and list new and innovative marketing approaches and techniques that are appropriate to your product, service, project or event

Outline the marketing channels and distribution networks you will use for your marketing communications and materials

Explain how you will integrate legal, ethical and sustainability considerations

Explain how you will consult with key stakeholders in this strategy development process.

Step 3 – Prepare a marketing plan

In the template provided, outline the methodology used to clearly communicate all priorities, responsibilities, timelines and budgets.

Explain how you will provide opportunities to colleagues to contribute to this marketing plan.

Step 4 – Prepare the monitoring and evaluation strategies

The Evaluation strategy shall include:

Evaluation criteria to be used when evaluating the marketing initiatives

Benchmarks you will use to evaluate success of methods/impacts

Timeframes for evaluation

Provisions for adjustment/continuous improvement

Communication requirements

Step 5 – Prepare the implementation strategy

The implementation strategy shall include:

A detailed schedule of all required activities. This may include a Gantt chart or other suitable scheduling approaches.

An overview of monitoring procedures you will use, including the types of reports or data collection mechanisms.

Communication processes.

PART B

Based on your marketing plan from PART A you now need carry out the marketing activities.

Following the marketing activities you must use carry out your evaluation strategy developed in Part A, Step 4 in order to measure the outcomes and impact of the marketing plan and strategy as a whole.

Prepare a report detailing the success of your marketing strategy and marketing plans, based on the evaluation you have carried out. This report must be presented to the relevant internal stakeholders in your organisation in Part C so that you can collaboratively identify success of the marketing as well as areas for improvement.

Your report must detail:

Why the research was conducted

How the research was conducted (Internal and External Environment)

How the information from the research was analysed

Which key aspects informed the development of your marketing strategy

An overview of the marketing strategy

Details and components of the marketing plan including implementation strategies

The monitoring and evaluation procedures used for the marketing activities

PART C

Present your report to the stakeholders identified in the marketing plan, your colleagues, or as instructed by your trainer.

Obtain feedback on the presented details of the plan including clarification of details as these arise.

Responses should be documented by a student or trainer and inform adjustment to the marketing plan as or if relevant. This should be attached to this project.

The key areas for the feedback need to focus on:

Your ongoing evaluation process, including feedback and analysis from colleagues

Suggested areas for improvement based on weaknesses that have been identified

Proposed changes to the marketing strategy (channels, target market, timing, marketing approaches, resourcing, etc.) based on feedback and evaluation

Assessment Marking Checklist for SITXMPR007

Instructions to assessors: This checklist is to be used to record your evaluation of the candidate’s evidence provided in Task 1. When completing this checklist, you must ensure that:

Each checklist item is assessed against the criteria listed.

An assessment result of ‘Yes’ or ‘No’ is recorded on the right of the checklist.

Feedback is provided to the student.

The candidate is advised of the assessment result.

Checklist item: Candidates must answer all questions correctly:

Result

Was reasonable adjustment included in any part of this assessment? No Yes		Reasonable adjustment that was incorporated into this assessment (if any)
Complete Assessment result (1^st Attempt) Competent Not Yet Competent		Complete Assessment result (2^nd Attempt – if required) Date: Competent Not Yet Competent
Assessment notes:
Assessor name	Assessor signature^{Electronic initials are acceptable}		Date