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BSBMKG608
Develop organisational marketing objectives

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Competent / Not Yet competent Choose an item.

Date: 20/04/2018

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 STUDENT INSTRUCTIONS

The documents you will require if you are using the simulated business Bounce Fitness can be found on the Bounce
Fitness website:

• Infrastructure tab / Bounce Strategy and Planning Documents / All

• Infrastructure tab / Current Projects folder / Bounce Fitness Corporate Marketing Plan

• Infrastructure tab / Current Projects folder / Bounce Fitness Corporate Marketing Plan Review

• Infrastructure tab / Current Projects folder / Bounce Fitness ‘Fitness in Maturity’ Advertising Brief

• Infrastructure tab / Current Projects folder / Bounce Fitness ‘Fitness in Maturity’ Advertising Brief Review

• Policies tab / Customer Relationship Management folder

• Policies tab / Human Resources folder

• Policies tab / Quality folder

• Procedures tab / Administrative Procedures folder / Bounce Fitness Style Guide

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Task 1 Theory – Short Answer Questions

1. This task requires the Learner to demonstrate their knowledge of how to conduct a strategic analysis to
develop organizational marketing objectives.

This involves reviewing the organization’s internal and external environments, evaluating past and
current marketing performance, and exploring and evaluating new marketing opportunities. To enable
you to do this, answer the following questions:

1a. Summarise financial management techniques.

Answer

1b. Identify and briefly describe key provisions of relevant legislation, codes of practice and national
standards affecting marketing operations.
Answer

1c. Briefly discuss the principles and concepts of marketing and evaluation methodologies.
Answer

1d. Compare strategic, operational and tactical analysis techniques.

Answer

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Task 2 Practical: Identify Strategic Direction

2a. This task requires you to undertake a review of strategic marketing performance.

You may use the Bounce Fitness Corporate Marketing Plan and the Bounce Fitness
Vision, Mission and Values to review the strategic direction. To enable you to do this, answer the
following questions:

2a. Discuss whether the KPIs and financial objectives of the Bounce Fitness Corporate Marketing Plan align
with the following organisational documents:
 The mission, vision and values
 The business strategy
 The business objectives and key performance indicators
 The financial goals for each centre, as stated in the Business Plan
Answer

2b. From the information found in the Corporate Marketing Plan, populate a SWOT Analysis table. Include
at least five factors in each quadrant – these must be statements, not just words. Ensure that some of
the factors address key services offered to customers.
Answer

2c. Identify and describe the legal and ethical requirements that Bounce Fitness would have to have
considered and managed.
Answer

2d. Regarding consultation in the development of objectives, discuss:

 Who would be consulted and why
 What the key messages to these position-holders would be
 The range of methods by which you would communicate and gain feedback
Answer

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Task 3 Practical: Review Marketing Performance

3a This task requires you to undertake a review of marketing performance.

To enable you to do this, you may use the Bounce Fitness Corporate Marketing Plan and the Review and
undertake a strategic analysis reviewing the marketing performance.

3a Read the Bounce Fitness Corporate Marketing Plan and assign the factors mentioned to a PESTLE
analysis table.
Answer

3b. As the General Manager (GM) Marketing, refer to the Bounce Fitness Corporate Marketing Plan.
Develop three to six statements which specify the Critical Success Factors imperative to the plan’s
success (it has not been implemented yet).
Answer

3c. As a member of the Board of Directors, you have just read the Bounce Fitness Corporate Marketing
Plan.
Comment on three reasons that you consider this plan could be potentially successful (it has not been
implemented yet).
In addition, find five or more factors that give you cause for concern, or for which you need clarification
(You intend to submit these concerns in a memo to the GM Marketing).
Answer

3d. As the GM Marketing, you have just received a memo from an angry or confused member of the Board
of Directors, who has raised several concerns about the Bounce Fitness Corporate Marketing Plan.
Write a memo in reply, responding to each of the concerns, giving explanations where necessary and
commenting on what remedial actions you intend to take, where these are required.
Attach the actual memo as an appendix.

3e. Sometime later, the plan has been implemented.

As a member of the Board of Directors, you have now just read the Corporate Marketing Plan
Performance Review.
Comment on three to five areas in which the organisation was successful.
Comment on three to five areas in which the organisation was not successful.
Based on these outcomes, suggest two to four recommendations to improve performance in Year 2.
Answer

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 Task 4 Project: Scope Marketing Opportunities

Complete Tasks 4 and 5 in relation to the “Fitness in Maturity” document. You will need to expand on the
information given through your own research and input, including information contained in other Bounce Fitness
organisational documents, as applicable.

4a. Identify and analyse this marketing opportunity for viability and likely contribution to the business:
 State your location. Provide statistical data on the market size and the demographics of the
target audience; name your sources.
 State what gives you the confidence that there is a genuine gap in the market
 Give reasons for which the strategy is likely to be successful
 Describe five or more measures that would-be indicators of success
Answer

4b. Use the Bounce Fitness ‘Fitness in Maturity’ Advertising Brief and complete a situational analysis
(SWOT).
Answer

4c. Evaluate the Fitness in Maturity advertising brief as an opportunity captured by Bounce Fitness and
examine their potential profitability:
 Discuss competitor analysis, including who the competitors are and how successful are their
activities with this target market
 Describe how would you make membership offers that would appeal to the target group, keep
high levels of retention and build brand loyalty
 Describe the range of promotional activities (Sales promotions, Advertising, Personal selling,
Public relations, Direct marketing) that you would expect to work with this target group and
why
 Describe whether you have the suitable financial, physical and human resources to cater for an
influx of the over 50s members
Answer

4d. Describe the Critical Success Factors (CSF) and areas for improvement related to the Bounce Fitness
‘Fitness in Maturity’ Advertising Brief.
Answer

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 Task 5 Project: Formulate Marketing Opportunities

Complete Tasks 4 and 5 in relation to the “Fitness in Maturity” document. You will need to expand on the
information given through your own research and input, including information contained in other Bounce Fitness
organisational documents, as applicable.

5a. Identify and analyse this marketing opportunity for viability and likely contribution to the business.
Answer

5b. Document the marketing objectives.

Answer

5c. Develop objectives that are attainable and measurable, and that identify the nature and extent of
what is to be achieved.
Answer

5d. Explain how the objectives are consistent with forecast needs of the business and market.
Answer

5e. Explain how the objectives are compatible with the organisation’s projected capabilities, resources
and financial position.
Answer

5f. Explain how the objectives will meet legal and ethical requirements.

Answer

5g. Develop a risk management strategy to identify risks and manage contingencies, and to ensure
marketing objectives are met in accordance with overall organisational requirements.

Answer

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Assessment Activity PC Mapping Satisfactory / Not Yet Satisfactory

Task 1 – Theory: Short Answer Questions KE 1, 2, 3, 4, 5

Choose an item.

Task 2a 1.1, 1.2

Task 2 – Practical: Identify Task 2b 1.3 Choose an item.

Strategic Direction Task 2c 1.4
Task 2d 1.5

Task 3 – Practical: Review Marketing Performance 2.1, 2.2, 2.3, 2.4

Choose an item.

Task 4 – Project: Scope Marketing Opportunities 3.1, 3.2, 3.3, 3.4

Choose an item.

Task 5 – Project: Formulate Marketing Objectives

4.1, 4.2, 4.3, 4.4, 4.5, Choose an item.
4.6, 4.7

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ASSESSMENT SUBMISSION INSTRUCTIONS

Login Details
You will receive your user name and password in an email from the administration team within the first week of your course. If
you do not receive this email or are having trouble logging in please let the administration team know.

File Name Requirements

Student Name + Unit Code + Task. For example:
 Joe Smith BSBWHS201A

Student Submission Procedure

There are two steps you need to complete to submit your assignment via the Online Learning Centre:
1. Add Submission – this uploads your documents into the Online Learning Centre. You can download and edit the
submission as many times as you like. Please note that adding the submission is not the same as submitting the
assignment.
2. Submit Assignment – after adding your submission if it is ready to be submitted for marking you will need to select
“submit assignment”. Once your assignment is submitted you will not be able to make any more changes to it. Your
assignment will then be marked by the trainer.

Adding a Submission
1. Save your assignment with a file name as instructed above.
2. Login at http://eagleacademy.com.au/onlinelearningcentre/login/
3. Find the course that you are enrolled in
4. Find the unit that the assignment belongs to
5. Select “Digital Assessment”
6. Select “Add submission”
7. Drag & drop the assignment into the submission box. Or open the file picker page and select the document you want
to upload.
8. Select “Save Changes”
9. Your assignment is now saved as a draft. You can edit your assignment at any time while it is a draft. Do not press
“submit assignment” if it is not ready to be submitted to the trainer for marking.

Submit Assignment
1. Login at http://eagleacademy.com.au/onlinelearningcentre/login/
2. Find the course that you are enrolled in
3. Find the unit that the assignment belongs to
4. Select “Digital Assessment”
 Edit the submission if you need to.
5. Select “Submit Assignment” (note: your assignment cannot be edited once you complete this step)
6. Confirm that the assignment is your own work except where you have acknowledged the use of the works of other
people.
7. Your assignment has now been submitted for grading and you cannot edit it.
8. An email will be sent to your trainer. If you have an email account set up with your OLC profile you will also receive an
email notification.

Please ask your trainer or the administration team for help if you are having trouble submitting an assignment.

You will receive notification from your trainer when your assignment is marked and Complete, or if there are task answers to
resubmit.

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