Learner - BSBMKG414 Undertake Marketing Activities

BSB42415 Certificate IV in Marketing and
Communication
BSBMKG414 Undertake Marketing

Activities
ASSESSMENT TASKS
Mode | Classroom Delivery
BSBMKG414 Undertake Marketing Activities
Supporting: BSB42415 Certificate IV in Marketing and Communication; May also support other qualifications based on respective packaging rules
Le-Sharma Pty Ltd, 2016
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BSB42415| BSBMKG414 Undertake Marketing Activities Page 2 of 13

Learners Guide | V 3.0 | Jan 2017
Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Unit of Competency : BSBMKG414 Undertake Marketing Activities
Total Delivery Hours : TBA
Schedule : TBA
Cluster/Term : TBA
1. Introduction
This assessment pack contains all the assessment tasks that need to be completed for this unit of competency.
ALL the given tasks must be completed and submitted as per the instructions provided.
Supporting information and guidelines are provided separately in the Assessment Guide, available from your
trainer/assessor and online portal.
2. Unit Overview
This unit describes the skills and knowledge required to plan, implement and manage basic marketing and
promotional activities. It is a foundation unit covering general and basic marketing and promotional activities
that do not require detailed or complex planning or implementation.
It applies to people with no previous experience in marketing. It could be undertaken as part of a broader role
of a person in a small enterprise, or as part of a marketing plan for a larger enterprise.
Detailed unit description, including performance criteria and competency evidence can be accessed online at;
http://training.gov.au/Training/Details/BSBMKG414
View Unit
Learning Outcomes
On successful completion of this unit, the student/trainee will be able to;
Research marketing information

Plan marketing activities
Implement marketing activities
Review marketing activities
As well as demonstrating the performance criteria, to be assessed as competent, the student must
demonstrate their ability to apply the required knowledge and skills in a range of situations. These are
summarised in the unit description as provided in the link above.
The students must familiarise themselves with all the competency requirements for this unit of competency and
ensure that they have received all the relevant information and support, including assessment task and
submission schedules, and any specific assessment requirements and conditions, from the trainer/assessor
prior to undertaking these assessments.
Unit Prerequisites
There are no prerequisites for undertaking this unit of competency.

3. Prescribed Text and Resources
Suggested Learner Resources
Kotler P. et al, 2012, Marketing (9e), Pearson

Cole K., 2012, Management: Theory and Practice, Pearson
Online Resources
Online Marketing Activities:

https://www.youtube.com/watch?v=NTZMDAzXMUY
Measuring ROI on Marketing Activity:

https://www.youtube.com/watch?v=BhtnMDTifI8
Marketing strategies and tactics: Business VIC

http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/marketing-
mix-strategies-and-tactics
The Best Marketing Practices of Companies:

http://smallbusiness.chron.com/marketing-practices-companies-3447.html

4. Assessment Tasks
The following summative assessments are planned for this unit;
# Assessment Task/Activity Type Assessment Method

1 Case Study: 7-Eleven Revitalising the Slurpee Brand Individual Written
2 Part A: Marketing Plan Analysis: Sanitarium - Weetbix Individual Written
Part B: Plan and Implement an Online Campaign: Sanitarium Individual Written
These assessment tasks/activities have been described in detail in the following section.
Task schedule to be advised by trainer/assessor based on the lesson and session plans.

Assessment Task 1
Description:
In this assessment task, you will be analysing a marketing case - 7-Eleven Revitalising the Slurpee Brand (Source:
Australian Financial Review, 2014) and answering questions based on the case.
7-Eleven is the worlds largest operator of convenience stores with more than 35,000 franchised and licensed
stores in 17 countries generating annual sales exceeding $36 billion. In 2009, as part of its Project Energise
program, 7-Eleven Australia embarked upon a campaign to reinvigorate the Slurpee brand. One key objective
was to take advantage of Slurpees inherent appeal to young people, those who were also likely to be the next
generation of 7-Eleven customers.
7-Eleven Australia undertook extensive quantitative and qualitative market research to find out exactly what
their target demographic of young people - aged 12-25 - thought of the product. After many years with
stagnant sales growth, the revitalisation program produced more than 20 percent growth in sales and profit in
2008. The Boronia store alone grew its Slurpee unit sales from 30 to 250 in one single day. In Australia in 2009
more than 10 million cups of Slurpee were purchased.
This case study focuses on 7-Elevens brand positioning, and promotion of Slurpee through innovating
marketing activities aimed at young audiences/consumers. Read the case study and answer the following
questions;
1. What necessitated research and marketing activities for Slurpee brand?

2. How did 7-Elevens market research helped identify the key market segments? Briefly describe the
segments in your own words
3. Describe 7-Elevens marketing and promotion strategies for Slurpee
4. What was Slurpees brand proposition? How did 7-Eleven deliver this proposition in the stores?
5. Describe the overall marketing process in revitalising the brand
The complete case study is provided as a separate document. It can also be accessed online at:
http://www.afrbiz.com.au/case-studies/7-eleven-revitalising-the-slurpee-brand/Page-1.html
Answers should be concise and within the scope of the case situation; contained within 3-4 paragraphs each.
For more information on the brand, visit: http://www.slurpee.com.au/
Assessment Criteria
The following assessment criteria will be used for marking this assessment task. Ensure that you have
addressed all of the criteria in your work.
Responses to the case study shows case comprehension and an understanding of marketing
processes related to Slurpee brand
Provided background to the case and discussed the research problem/need to reinvigorate the
Slurpee brand
Provided an overview of 7-Elevens Project Energise program and how it led to marketing and product
innovations
Described how the market research helped the company identify key segments
Described the research process undertaken by the company and its key findings
Described key segments and consumer characteristics within each of the segments
Outlined companys brand positioning strategy; in particular how it was able to relate the brand to
consumer experience

Articulated companys brand proposition statement and explained its significance to the marketing
strategy
Described the strategies adopted to enhance the consumer experience in the stores
Summarised key marketing and promotion strategies and activities that supported the companys
campaign
The analysis is within the context of the case and demonstrates an understanding of marketing
practices in an organisation
Originality of the work (own interpretation and responses) is maintained throughout
The answers/responses are sufficient in description, content, and context
Submission Guidelines
This task must be prepared and submitted in a word-processed layout.
Submit:
Completed case study analysis
This assessment task must be completed in a designated session in presence of a trainer/assessor.
Electronic versions of the assessment task and email/electronic submission arrangements are at further
discretion of the trainer/assessor.

Assessment Task 2
Part A: Marketing Plan Analysis: Sanitarium - Weetbix
Description:
In this assessment task, you will be required to review and analyse a marketing plan of a sample organisation.
The organisation/sample selected for this task is Sanatarium, Australias food product company. However,
any other organisation may be selected with the consent of the trainer/assessor.
This assessment task leads to the subsequent Assessment Task 3; and you must keep copies of all your
documents for a reference.
Organisational Profile:
Sanitarium is the trading name of two sister food companies; Australian Health and Nutrition Association Ltd
and New Zealand Health Association Ltd, owned wholly by the Seventh-Day Adventist Church. In 2010 recorded
revenue of $347 million. Its product portfolio include UP&GO liquid breakfast, Light n Tasty wholegrain
cereal, Marmite, So Good Soymilk and its flagstaff product Weetbix.
The Weet-Bix product can be put into a sub market of ready-to-eat cereals which is still a major component
(roughly 47.5%), of the overall market of Cereal Food and Baking mixes. According to the Market research by
ibisworld.com.au, the Cereal Food and Baking mix market in Australia grossed a revenue of approximately
$3bn.
More information can be viewed at companys website - http://www.sanitarium.com.au/
You will be provided with a detailed Marketing Plan summary for Weet-Bix. The summary contains an
overview of the key elements of the plan, including promotional schedule, promotional budget, and
competitor and segment analyses.
Task:
Assume that you are working as a marketing officer in the company and have been given the task to analyse
the marketing plan with a view to develop marketing activities.
Some of the previous activities include;
Brand awareness in stores

Radio and TV slots
Posters and billboards
Sample distribution
Assume that since the last marketing campaign, the sales have not increased as per the forecasts. As a results,
the company needs to revive its marketing program, and has asked to you to prepare the preliminary
marketing information, which includes;
Company and product profiles (online research from company and other websites)
Companys philosophy and key promises/policies (Company website)
A summary of current market situation
An analysis of key market segments
A summary of companys marketing mix
Target markets and product positioning

Further, companys marketing priorities include;
Increased brand awareness

Enhanced nutrition and well-being message
Value-for-money
Brand alternative/loyalty switch from other brands
Based on the above information, draft a marketing information report that covers all the required areas as
above.
The report must be word-processed and written as a formal business document with an appropriate structure
and consistency in layout, format and presentation.
Assessment Criteria
Selected an appropriate organisational profile/context for the task

Accessed and used a substantive marketing plan or summary for the review purpose
Researched and gathered information on the company and its key product(s)/brand(s)
Provided an overview of market situation and the competitive environment
Identified and described companys target markets
Summarised the information in own words
Outlined companys key philosophy and/or policies relevant to its products, brands, and marketing
practices
Research information demonstrates an understanding of marketing concepts and principles
Provided an analysis of previous marketing activities and their effectiveness
Analysis of market segments is based on a range of segmentation components
Provided a concise profile of the market segment for planning/activity purpose
Used statistical information to draw conclusions and form arguments/discussions
Analyses and summarised the products and its characteristics
Analysed and summarised companys pricing strategies
Analysed and summarised companys distribution arrangements
Analysed and summarised the promotional schedule and described its intended outcomes
The report is appropriately structured and consistent in format and presentation
Submit:
Completed report

Part B: Plan and Implement an Online Campaign: Sanitarium
Description:
This task builds on Assessment Task 2, Part A. In the previous task, you have analysed an existing marketing
plan/summary of a given case organisation. In this task, you will be planning and implementing marketing
activities.
Continuing in the same role as in Assessment Task 2, Part A, develop marketing activities based on the
priorities outlined by the company (one activity each area/priority);
Increased brand awareness

Enhanced nutrition and well-being message
Value-for-money
Brand alternative/loyalty switch from other brands
Assume that with the growing popularity of the social media, the company has decided to develop marketing
activities specific to online implementation. You have been asked to use the available marketing information
and develop at least four (4) marketing activities for social media platforms.
For the purpose of this task, your trainer/assessor will play the role of your manager.
Using the information generated in Assessment Task2;
Part a: Planning
Develop and recommend marketing activities that address the given priorities
Identify and list the social media platform
Describe how the planned activities will support and marketing plan and priorities
Develop an action/activity plan for implementing these activities (table format)
Identify the required resources and provide timelines
Allocate tasks/activities to the relevant personnel (prepare an allocation list/chart showing all the
relevant roles/positions)
Develop strategies/methods to monitor the performance of activities
Develop simple KPIs (quantitative and qualitative) to measure success of the activities
Part b: Implementation
Using one of the proposed social media platform, create and launch an online activity as planned (Part A). If
you do not have a social media account, sign up for one in consultation with your trainer/assessor.
Sign up for or access a social media platform/tool
Implement the activity (e.g. Facebook page launch, Facebook free giveaway competition; promotion
etc.)
Show the page to your manager (trainer/assessor role-play) and get an approval
This will only be a temporary and a fictional implementation. Ensure that you clearly state that on your social
media page/platform and respect privacy rules of the application/program used. You may ask your classmates
to visit your campaign/activity.
Once your trainer/assessor has seen it, delete it. If possible, use off-line mode to keep the changes/pages local.

Part c: Measurement
For this part, you will be provided with a dataset. The date set contains online statistics of a similar/actual
marketing campaign.
Assuming that the data set corresponds to the activities your implemented (Part B), conduct;
An analysis of outcomes against the KPIs (Part A)

Identify gaps, if any, and provide explanations
Make recommendations for improvements
Discuss and submit your findings to your manager (trainer/assessor roleplay)
Make further changes/rectifications as applicable
Assessment Criteria
Used/accessed appropriate marketing information

Analysed the marketing information and made recommendations for marketing activities
Addressed all the priority areas
Marketing activities are realistic, and provide a real-life application context
Used a range of social media platforms
Marketing activities are appropriate for the chosen platforms
Provided an explanation/justification for the platform selection
Developed an action plan for implementation
Resources required for implementation are identified and listed
Resources meet the online implementation requirements; and include both technical and non-
technical resources
Identified and listed personnel that will typically be required for implementation and monitoring
purpose
Roles and responsibilities were clearly identified and described
Implemented the given marketing activity
Developed monitoring strategies
Strategies provide a viable and a measurable mean to monitor performance of the marketing activity
Strategies are supported by KPIs
Undertook implementation in a realistic manner and produced a measurable program/activity
The marketing activity resembles a real-life practice and implementable in a real work environment
Demonstrated an understanding and knowledge of social media marketing process
Demonstrated an understanding of marketing concepts and practices within an organisational context
(within the given scenario)
Conducted data analysis to measure marketing activity performance
Used an appropriate data set
Recorded and interpreted the outcomes from analysis
Translated the analyses in simple, presentable format
Identified gaps/improvements opportunities and made appropriate recommendations
Completed the task within the given roleplay and maintain effective communication
Obtained approvals as needed and recorded feedback

Submit:
Part a, b & c documentation

Assignment Cover Sheet
Copy and attach with each assessment task as needed. For group/team tasks, attach a separate sheet for each member.
Student ID Batch/Group
Student Name
Unit
Assessment Task - Title/Number Trainer/Assessor
Task Type Individual Group/Team
Date Submitted
Note: Plagiarism/Cheating is a serious offence. If a student is found plagiarising/cheating, it may result in a penalty of
suspension/cancellation of students enrolment. In submitting their work, students must be aware of colleges Plagiarism and Academic
Misconduct Policy available in student handbook, colleges website and student administration.
Declaration of Originality:
By submitting this assignment for assessment, I acknowledge and agree that:
This assessment task/work is submitted in accordance with the colleges Plagiarism and Academic Misconduct Policy. I also
understand the serious nature of academic dishonesty (such as plagiarism) and the penalties attached to being found guilty of
committing such offence
No part of this assessment task/work has been copied from any other source without acknowledgement of the source
No part of this assessment task/work has been written by any other person, except to the extent of team and/or group work as
defined in the unit/assessment task
A copy of the original assessment task/work is retained by me and that I may be required to submit the original assignment to
the trainer/assessor upon request
The trainer/assessor may, for the purpose of assessing this assessment task/work:
o Provide a copy of this assignment to another member of the faculty for review and feedback; and/or
o Submit a copy of this assignment to a plagiarism checking service. I acknowledge that a plagiarism checking service
provider may then retain a copy of this assessment task/work on its database for the purpose of future plagiarism
checking
Late submission: Late submission without a prior approval of the trainer/assessor will not be accepted and may delay the assessment
outcome. You may also need to resubmit work as per colleges Reassessment Policy.
I declare that this assessment is my own work.
Student signature: Date:
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BSB42415 Certificate IV in Marketing and

BSBMKG414 Undertake Marketing

Le-Sharma Pty Ltd, 2016

Le-Sharma Pty Ltd

BSB42415| BSBMKG414 Undertake Marketing Activities Page 2 of 13

On successful completion of this unit, the student/trainee will be able to;

Research marketing information

There are no prerequisites for undertaking this unit of competency.

BSB42415| BSBMKG414 Undertake Marketing Activities Page 3 of 13

Suggested Learner Resources

Kotler P. et al, 2012, Marketing (9e), Pearson

Online Marketing Activities:

Measuring ROI on Marketing Activity:

Marketing strategies and tactics: Business VIC

The Best Marketing Practices of Companies:

BSB42415| BSBMKG414 Undertake Marketing Activities Page 4 of 13

The following summative assessments are planned for this unit;

# Assessment Task/Activity Type Assessment Method

BSB42415| BSBMKG414 Undertake Marketing Activities Page 5 of 13

1. What necessitated research and marketing activities for Slurpee brand?

For more information on the brand, visit: http://www.slurpee.com.au/

BSB42415| BSBMKG414 Undertake Marketing Activities Page 6 of 13

This task must be prepared and submitted in a word-processed layout.

Completed case study analysis

This assessment task must be completed in a designated session in presence of a trainer/assessor.

BSB42415| BSBMKG414 Undertake Marketing Activities Page 7 of 13

Part A: Marketing Plan Analysis: Sanitarium - Weetbix

More information can be viewed at companys website - http://www.sanitarium.com.au/

Some of the previous activities include;

Brand awareness in stores

BSB42415| BSBMKG414 Undertake Marketing Activities Page 8 of 13

Increased brand awareness

Selected an appropriate organisational profile/context for the task

This task must be prepared and submitted in a word-processed layout.

BSB42415| BSBMKG414 Undertake Marketing Activities Page 9 of 13

Increased brand awareness

Using the information generated in Assessment Task2;

BSB42415| BSBMKG414 Undertake Marketing Activities Page 10 of 13

An analysis of outcomes against the KPIs (Part A)

Used/accessed appropriate marketing information

This task must be prepared and submitted in a word-processed layout.

BSB42415| BSBMKG414 Undertake Marketing Activities Page 11 of 13

Part a, b & c documentation

BSB42415| BSBMKG414 Undertake Marketing Activities Page 12 of 13

By submitting this assignment for assessment, I acknowledge and agree that:

I declare that this assessment is my own work.

Student signature: Date:

Admin Use Only

Student Name Student Number

BSB42415| BSBMKG414 Undertake Marketing Activities Page 13 of 13

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