BSBMKG603

Manage the Marketing Process

Student Assessment Guide

STUDENT NAME:

STUDENT ID:

ASSESSOR NAME:

UNIT CODE AND TITLE: BSBMKG603- Manage the Marketing Process

 ASSESSMENT RECEIPT FORM

NOTE:
1. This form must be attached on top of the completed Student Assessment Booklet when
submitting.
2. The Assessment Receipt Form must be signed and dated.

DECLARATION:
1. I am aware that penalties exist for plagiarism and cheating.
2. I am aware of the requirements set by my assessor.
3. I have retained a copy of my assessment.

Student
Signature: _________________________________ Date: _____________________

Assessment received by APSLEY COLLEGE’s Staff

Name: Signature:

=================================TEAR HERE ==================================

Students must retain this as a Record of Submission

Assessment handed on:
Unit code and title: BSBMKG603 – Manage the Marketing Process

Assessment received by APSLEY COLLEGE’s Staff

Student ID: …………………………..
Name: ……………………………………………………
Student Signature: ……………………
Signature: ………………………...……...……...……..
 About this booklet

This assessment booklet has been designed for students undertaking face-to-face mode of study to
provide information before they undertake these assessments. It also contains assessment tools to
assess the skills and knowledge required from you to be deemed competent in this unit.

Please read all the information given to you when you receive this assessment booklet. If you do not
understand any part of this booklet, please inform your assessor.

The assessment booklet contains two (2) parts:

PART 1: Assessment information: This part contains information on the assessment for this unit of
competency and how an assessment will be conducted throughout this unit to achieve the competency. It
includes:
 Application of the unit of competency
 Purpose of assessment
 Elements, performance evidence and knowledge evidence requirements of the unit
 Conditions, context, required resources and location of the assessment
 Assessment tasks
 Outline of evidence to be collected
 Administration, recording and reporting the requirements including special adjustments, appeals,
reasonable adjustments and assessors’ intervention.

PART 2: Assessment tasks: This part contains the information to undertake the assessment task
successfully. In each assessment task, students will find the following information:
 Task instructions
 Role play/Practical Demonstration information
 Information on resources required, where applicable.
 PART 1

Assessment Information

Application of the unit of competency:

 This unit describes the skills and knowledge required to strategically manage the marketing process and
marketing personnel within an organisation.

It applies to senior personnel who are responsible for managing the overall marketing process of an
organisation, and for managing marketing personnel. Typically, they manage a portfolio of products or
services across the organisation, rather than a single product or a few products.

No licensing, legislative or certification requirements apply to this unit at the time of publication.
Purpose of assessment:

The purpose of assessment is to determine competency in the unit BSBMKG603- Manage the
Marketing Process

Performance evidence:
Evidence of the ability to:
 Monitor marketing performance across an organisation by comparing performance against key
performance indicators
 effectively communicate marketing objectives to relevant personnel in accordance with organisation
requirements
 Provide feedback, mentoring and coaching to staff
 Capitalise on over-performance or minimise under-performance against marketing objectives.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least
once.

Knowledge evidence:
To complete the unit requirements safely and effectively, the individual must:
 summarise economic, social and industry directions, trends and practices
 outline different organisational structures, roles, responsibilities and policies
 describe own/relevant industry product and service knowledge
 explain principles of marketing, strategic analysis and strategic management
 summarise statistical and data evaluation techniques to measure marketing performance.

Context and conditions for assessment:

To comply with the assessment conditions of this unit:
 Skills for this unit of competency will be demonstrated in APSLEY COLLEGE’S ADDRESS
 You will have access to suitable facilities, equipment and resources, including template
documentation, style guide, policies and procedures to undertake the assessment tasks for this unit
of competency. (refer appendix 1,2,3)

Resources required:
The assessor will ensure that assessment is conducted in a safe environment and you have access to the
following resources for the unit:
• Computer with internet connection to refer to various resources
• Student assessment booklet
• APSLEY COLLEGE’s resources for the unit BSBMKG603 – Manage the
Marketing Process

Clustering/holistic assessment:
There is no provision for clustering of assessments in this unit.

Competency requirements:
To be judged competent in this unit, you must satisfactorily complete all assessment tasks to be
Competent (C) in the unit. Students with unsatisfactory completion of any of the assignment tasks will be
deemed Not Yet Competent (NYC).
Assessors will ensure that the evidence collected meets the requirements of the Rules of Evidence
(authentic, current, sufficient and valid) prior to entering results into the competency record sheet.
Students unsuccessful at achieving “Satisfactory” for any assessment at the first attempt will be
given two opportunities for reassessment. If the student is still deemed Not Yet Competent (NYC)
after two reassessments in a unit of competency, student will be required to repeat the unit as per
the scheduled delivery of the course. For further details, refer to APSLEY COLLEGE’s Re-
Assessment Policy and APSLEY COLLEGE’s Course Progress Policy.
Assessment tasks Assessment description Location of assessment

Assessment Task 1 APSLEY COLLEGE’s

You are required to complete the Written
training campus
(AT1): Knowledge test to be deemed competent.
 Written Knowledge You are required to answer in brief. They
test must answer all the questions correctly to be
marked satisfactory.

Assessment Task 2 APSLEY COLLEGE’s

This assessment task requires you to
training campus
(AT2): complete a series of tasks.
 Case study

Assessment Task 3 This assessment task requires you to APSLEY COLLEGE’s

complete a series of tasks which includes training campus
(AT3):
project, and report.
 Role play

Assessment tasks:
To achieve competency in this unit, you must satisfactorily complete all the following assessment tasks
within the date and time specified by your trainer/assessor. This will demonstrate that you have all the
required skills and knowledge for this unit.

Outline of evidence to be collected:

You must submit the following evidence to be marked competent for this unit. Your assessor will ensure
that the evidence submitted meets the Rules of Evidence which are valid, sufficient, current and
authentic.

Assessment Task 1  Answer all questions correctly in the Written Knowledge test and submit to
(AT1):
your assessor electronically.
Written Knowledge
test  Complete and sign the cover sheet for assessment task

Assessment Task 2  Completed Report

(AT2): Case study  Completed and signed Assessment cover sheet for assessment task
Assessment Task 3  Completed Appendix 2 and Appendix 3
(AT3): Role play  Completed and signed Assessment cover sheet for assessment task

You must read and follow this information carefully while completing assessments for this unit of
competency and if you are unsure of any instruction, please contact your assessor to clarify.
The assessments are intended to be equitable, fair and flexible.

Submission of assessment:
You must ensure that the completed assessment tasks are submitted along with the assessment cover
sheet:
 Your assessor will mark the submitted assessment, provide feedback to you and complete the
comments section against each task, where applicable.
 ALL tasks must be completed in legible English. It is preferred that the tasks submitted for
assessments are typed.
 You must submit all assessments on or before the due date specified by the assessor as per the
training plan.
 Extensions for individual assessment tasks may be negotiated in specific circumstances with your
assessor/trainer. However, you need to provide genuine evidence documents when seeking an
extension to due date (e.g. extensions due to illness will require a medical certificate). To arrange an
extension, you must speak to your assessor prior to the due date. Extensions must be confirmed by
the trainer in writing.
 You are permitted to use dictionaries and to seek support (as required) unless it puts in jeopardy the
integrity of the assessment, your assessor will let you know if this is the case.
 Unless the assessment task specifically allows pair work or group activities such as brainstorming,
you must submit your own original work and must not copy the work of other students. Plagiarism is
unacceptable.

Recording an assessment result:

Once the assessments have been completed, the assessor will record the assessment results on the
student assessment record sheets and all results will be approved by the Training Manager.

Assessors will check that you have completed the signed student declaration prior to filling out the
assessment sheet.

Retaining assessment records:

APSLEY COLLEGE will securely retain all completed student assessment items for each student for a
period of six months from the date on which the judgement of competence for the student was made .
APSLEY COLLEGE will also retain sufficient data to be able to reissue AQF certification documentation
for a period of 30 years.

The assessor will ensure that the student records are securely retained and stored in accordance with the
APSLEY COLLEGE record control policy accessible by the Student Administration Officer.

Assessment outcomes: -

For unit of competency:

There are two outcomes for assessments: C = Competent and NYC = Not Yet Competent (requires more
training and experience).

You will be awarded C = Competent on completion of the unit when the assessor is satisfied that you
have completed all assessments and have provided the appropriate evidence required to meet all criteria
in line with the Rules of Evidence. If you fail to meet this requirement, you will receive the result NYC =
Not Yet Competent and will be eligible to be re-assessed in accordance with the APSLEY COLLEGE Re-
Assessment Policy and APSLEY COLLEGE Course Progress Policy.

For assessment task:

There are two assessment outcomes for tasks. S = Satisfactory and NS = Not Satisfactory.
On the individual assessment cover sheet for assessment tasks you will be marked Satisfactory, if you
have completed the task successfully, submitted all evidence and satisfied the assessment criteria and
Not Satisfactory, if you have not completed the task, the evidence is not sufficient or does not meet the
requirements of the assessment criteria.

Re-assessment:
If you are unsuccessful at achieving competency at the first attempt, you will be given two further
opportunities for re-assessment at a mutually agreed time and date. For further details, refer to the
APSLEY COLLEGE Re-Assessment Policy and APSLEY COLLEGE Course Progress Policy. As this is
a competency-based program, the assessment continues throughout the program until you either achieve
Competency in the assessment tasks or a further training need is identified and addressed.

Student access to records:

You have the right to access current and accurate records of your participation and results at any time.
You can request a copy of your records (results or attendance progress) by contacting the student
administration or assessor.

Support:
You may seek clarification about the assessment information and the instructions and tasks at any time
from the assessor.

Reasonable adjustments and special learning needs:

APSLEY COLLEGE works to ensure that students with recognized disadvantages can access and
participate in education and training on the same basis as other students. Disadvantages may be based,
for example, upon age, cultural background, physical disability, limited or non-current industry experience,
language, numeracy or digital literacy issues.
Where pre-training interviews and LLN assessments reveal that a student may require special support or
where, after enrolment, it is made apparent that the student requires special support, reasonable
adjustments will be made to the learning environment, training delivery, learning resources and/or
assessment tasks to accommodate the particular needs of the student. An adjustment is reasonable if it
can accommodate the student’s particular needs, while also taking into account factors such as the
student’s views, the potential effect of the adjustment on the student and others and the costs and
benefits of making the adjustment.

Any adjustments made must:

 be discussed, agreed and documented in the assessment record
 benefit the student
 maintain the integrity of the competency standards and course requirements as stipulated in the
training package
 be reasonable to expect in a workplace.

Reasonable adjustment may consist of:

 providing additional time for students to complete learning and assessment tasks
 presenting questions orally for students with literacy issues
 asking questions in a relevant practical context
 using large print material
 extending the course duration
 Presenting work instructions in diagrammatic or pictorial form instead of words and sentences.

Complaints and appeals:

If you are dissatisfied with an assessment outcome, you may appeal the assessment decision. In the first
instance, you are encouraged to appeal informally by contacting the assessor and discussing the matter
with them. If you are dissatisfied with the outcome of such discussion, you may appeal further to training
manager. If you are still dissatisfied, you may appeal formally and in writing to have the result reviewed.
For more information, refer to the Assessment Policy and the Complaints and Appeals Policy and
Procedures available in APSLEY COLLEGE Website.

Assessor intervention:
Assessors will check if you are ready for the assessment, and defer the assessment if you are not.
Feedback will be given to you at the completion of the assessment.During role play, the assessor may act
as a client or employer, where required, but the assessor will not interfere with the assessment. If the
assessment activities might impact on your safety or that of others, the assessor will stop the assessment
immediately.

Plagiarism, cheating and assessment dishonesty:

APSLEY COLLEGE considers plagiarism and cheating as a serious misdemeanor. Evidence of
plagiarism and cheating is treated on a case by case basis and the consequences for students engaging
in such practices may include failure of the assessment or unit or exclusion from the course. For more
information, refer to APSLEY COLLEGE Assessment Policy.

Note: Referencing is a way of acknowledging the source of information that a person uses to research
your assignment. References should be provided whenever someone else’s words. Ideas or research is
used. One should also provide references for any information used. Website, journals, Research paper,
Blogs, article and any other online sources needs to be referenced.

Assessor feedback:
Assessors will provide feedback on the assessment that you have submitted. This can identify your
strengths and weaknesses or be an overall comment on your submission. A copy of the feedback along
with your submission will be given to you and you must keep a copy of it throughout the completion of
the course.

Student Declaration:
I.............................................................................. (Student Name) have read and understand the
information provided above and also understand and accept that any act of plagiarism and academic
dishonesty may have penalties including cancellation or suspension of my enrolment with APSLEY
COLLEGE. I further declare that:
 All assessment work submitted for this unit competency is my own original work and plagiarism and
collusion has not occurred.
 Assessment work has not been copied or submitted for any other unit/course.
 I have taken proper care and effort to ensure my work has not been copied by another person.
 I have retained a copy of this assessment for my own records in the event I have to reproduce my
work.
 I am aware that any assessment deemed unsatisfactory will require me to undergo reassessment
which may be different to the one originally submitted.

Student signature: ............................................................... Date: ....../....../.......

 PART 2
Assessment tasks

Assessment Task Cover Sheet Task 1 (AT1)

Student details
Student Name: Student ID:

Assessment details

Unit of Competency: BSBMKG603- Manage the Marketing process

Assessment Task 1: Written Knowledge test

Date of Submission:

Assessment Outcome: Satisfactory Not Satisfactory Not Assessed

Feedback:

Student Plagiarism Declaration: By submitting this assessment to the college, I declare that this
assessment task is original and has not been copied or taken from another source except where this work
has been correctly acknowledged. I have made a photocopy or electronic copy or photograph of my
assessment task, which I can produce if the original is lost.

Assessor: I declare that I have conducted a fair, valid, reliable and

flexible assessment of this student, and I have provided appropriate
feedback. I also declare that I have undertaken the indicated Student: I have received,
assessment integrity checks discussed and accepted my
Google check for plagiarism Yes No result as above for this
Check for copying/collusion Yes No assessment and I am aware of
my appeal rights.
Check for authenticity (own work) Yes No
Cheating or use of model answers Yes No

Signature: ......................................................... Signature: ...................................

Date: ................................................................. Date: ..........................................

 Assessment task 1: Written Knowledge test

Required documents and equipment:

 Computer with internet connection to refer to various resources.
 APSLEY COLLEGE Learners’ resources for the unit BSBMKG603 – Manage the Marketing
Process (organised by the trainer/assessor)
 Learner’s notes

Instructions for students:

This assessment will be conducted in Apsley College classroom with access to the resources listed
above.

You must answer all knowledge questions as part of this assessment and can submit answers in
either electronic or paper-based.The assessor will verify the authenticity of the work by asking
questions regarding the answers provided. Students must satisfactorily answer all knowledge
questions to be deemed Satisfactory for this assessment.

Planning the assessment

Access all resources mentioned in required resources, either printed copies or access via the internet.

 You must answer all questions in the Written Knowledge test assessment.
 Time allocated to complete this assessment is 3 hours.
 Complete and submit the assessment on the same day of the assessment.
 Assessor will set a time to provide feedback.
Evidence specifications:

At the end of the assessment, student will be required to submit the following evidence on the same
day of the assessment.
 Completed assessment task with all questions answered.
 Completed and signed cover sheet for the assessment.

Evidence submission:
 Documentation must be submitted electronically.
 Assessor will record the assessment outcome on the assessment cover sheet.
 Written Knowledge test

QUESTION QUESTIONS Students

NUMBER response (to
be completed
by the
assessor)
a) Describe the effect of economic, social and industry directions on marketing
Question 1: industry. (30-50 words each) S
b) List any five (5) trends and practices affecting marketing industry. (5-15 words). NS

a) Explain any three (3) different organisational structures. (30-50 words each)
Question 2: b) Explain any three (3) major organisational roles and responsibilities, (10-30 words
each). S
NS
c) List any four (4) organisation policies. (5-15 words).

Answer the following:

Question 3: a) List 5 key features of advertising industry and services. S
b) List 5 Importance of product knowledge in advertising NS
(Answer in 10-30 words).
Explain the following terms in 30-80 words each:
Question 4: a) The principles of marketing
b) Strategic Analysis S
NS
c) Strategic Management

Explain any 5 statistical and data evaluation techniques to measure marketing

Question 5: S
performance. (Answer in 10-30 words each). NS

a) What do you mean by marketing effort?

Question 6: b) What factors you will list to ensure that marketing effort is directed towards area S
of greatest potential for the organisation. NS
(Answer in 50-80 words)
How promotional and sales activities are integrated to achieve strategic marketing
S
Question7: objectives? (Answer in 50-80 words) NS

What are the different ways (list 5) to monitor product, distribution, pricing and
S
Question8: marketing communication policies as per the marketing strategy? (Answer in 50-80 NS
words)
List which marketing metrics you will use to monitor overall marketing
Question9: S
progress. (Answer in 10-30 words). NS

Question 10: a) What are the three (3) principles to effectively communicate strategic marketing
objectives? S
b) What steps are used for developing effective communication strategy. NS
Explain each in 30-80 words.
Question 11: What is the difference between coaching, mentoring and feedback and how they
S
support individuals and teams to achieving agreed objectives? (Answer in 50-80 NS
words
Question 12: Explain how you will measure the performance of sales staff and which ways you
S
will use to manage the performance of sales staff Answer in 70 – 100 words. NS

Question 13: What are the steps involved in analysing successes and performance gaps in S
marketing processes? Answer in 70 – 100 words. NS
 Question 14: Why is it important to analyse marketing performance and what does over
performance of marketing strategy indicate?
S
Answer in 100 – 150 words.
NS

Question 15: What is the impact of changes in market phenomena on strategic marketing
S
objectives? Answer in 70 – 100 words. NS

Question 16: Why reviewing marketing performance against Key Performance Indicator is S
Important? Write your answer in 50-80 words. NS

Written Knowledge Questions checklist – to be completed by the assessor

Marking criteria Students

response (to be
After the Written knowledge questions, the student has provided authenticity for the completed by
following questions: the assessor)

1. Describe the effect of economic, social and industry directions on marketing industry. (30- S NS
Marking criteria Students
response (to be
After the Written knowledge questions, the student has provided authenticity for the completed by
following questions: the assessor)

50 words each)
List any five (5) trends and practices affecting marketing industry. (5-15 words).

2. Explain any three (3) different organisational structures. (30-50 words each)
a) Explain any three (3) major organisational roles and responsibilities, (10-30 words
each). S NS
b) List any four (4) organisation policies. (5-15 words).

3. Answer the following:

a) List 5 key features of advertising industry and services.
S NS
b) List 5 Importance of product knowledge in advertising
(Answer in 10-30 words).
4. Explain the following terms in 30-80 words each:
1. The principles of marketing

2. Strategic Analysis S NS
3. Strategic Management

5. Explain any 5 statistical and data evaluation techniques to measure marketing

performance. (Answer in 10-30 words each). S NS

6. What do you mean by marketing effort?

a) What factors you will list to ensure that marketing effort is directed towards area of S NS
greatest potential for the organisation. (Answer in 50-80 words)

7. How promotional and sales activities are integrated to achieve strategic marketing
objectives? (Answer in 50-80 words) S NS

8. What are the different ways (list 5) to monitor product, distribution, pricing and marketing
communication policies as per the marketing strategy? (Answer in 50-80 words) S NS

9. List which marketing metrics you will use to monitor overall marketing progress. (Answer in
10-30 words). S NS

10. Explain each in 30-80 words

a) What are the three (3) principles to effectively communicate strategic marketing
objectives? S NS
b) What steps are used for developing effective communication strategy.

11. What is the difference between coaching, mentoring and feedback and how they support
individuals and teams to achieving agreed objectives? (Answer in 50-80 words S NS

12. Explain how you will measure the performance of sales staff and which ways you will use
to manage the performance of sales staff Answer in 70 – 100 words. S NS

13. What are the steps involved in analysing successes and performance gaps in marketing
processes? Answer in 70 – 100 words. S NS

14. Why is it important to analyse marketing performance and what does over performance of S NS
marketing strategy indicate?
Marking criteria Students
response (to be
After the Written knowledge questions, the student has provided authenticity for the completed by
following questions: the assessor)

Answer in 100 – 150 words.

15. What is the impact of changes in market phenomena on strategic marketing objectives? S NS
Answer in 70 – 100 words.

16. Why reviewing marketing performance against Key Performance Indicator is Important S NS
Write your answer in 50-80 words.

Task outcome S NS

Assessor’s remarks

Assessor’s signature Date

Assessment date

Students signature Date

Assessment Task Cover Sheet Task 2 (AT2)

Student details
Student Name: Student ID:

Assessment details

Unit of Competency: BSBMKG603- Manage the Marketing Process

Assessment Task 2: Case study

Date of Submission:

Assessment Outcome: Satisfactory Not Satisfactory Not Assessed

Feedback:

Student Plagiarism Declaration: By submitting this assessment to the college, I declare that this
assessment task is original and has not been copied or taken from another source except where this work
has been correctly acknowledged. I have made a photocopy or electronic copy or photograph of my
assessment task, which I can produce if the original is lost.

Assessor: I declare that I have conducted a fair, valid, reliable and

flexible assessment of this student, and I have provided appropriate
feedback. I also declare that I have undertaken the indicated Student: I have received,
assessment integrity checks discussed and accepted my
Google check for plagiarism Yes No result as above for this
Check for copying/collusion Yes No assessment and I am aware of
my appeal rights.
Check for authenticity (own work) Yes No
Cheating or use of model answers Yes No

Signature: ......................................................... Signature: ....................................

Date: ................................................................. Date: ..........................................

Assessment Task 2: Case study

Required documents and equipment:

 Computer with internet connection to refer to various programs such as MS word, MS excel,
MS PowerPoint or any other recognised software program.
 APSLEY COLLEGE Learners’ resources for the BSBMKG603 –Manage the Marketing
Process (organised by the trainer)
 Learner’s notes
Instructions for students:
 This assessment will be conducted in APSLEY COLLEGE Campus with access to the
resources listed above.
 You must answer all questions as part of this assessment and submit answers in electronic
copy.The assessor will verify the authenticity of the work by asking questions regarding the
answers provided. You must satisfactorily answer all questions to be deemed Satisfactory for
this assessment.
 Be concise provide explanation according to the given word-limit and do not provide irrelevant
information. Be careful, quantity is not quality.
 Be careful to use non-discriminatory language. The language used should not devalue,
demean, or exclude individuals or groups on the basis of attributes such as gender, disability,
culture, race, religion, sexual preference or age. Gender inclusive language should be used.
 When you quote, paraphrase, summarise or copy information from the sources you are using
to write your answers/research your work, you must always acknowledge the source.
 You are required to mention your name and student Id in either header or footer of the
assessment document to be submitted.

Planning the assessment

 Access all resources mentioned in required resources either printed copies or access via the
internet.
 Time required for assessment: 20 hours (this will be completed over multiple sessions but
student must submit assessment on or before the due date provided by the trainer/Assessor)
 You must:
 Produce all evidence as required in the Project assessment.
 Complete and submit in due timelines.
 Submit with a completed and signed assessment cover sheet.

Evidence specifications:

At the end of this assessment, you will be required to submit following evidence before due date
specified by the assessor:

 Completed report in Word format(1500 words) to be printed

 Evidence of developing Marketing Metrics

 Developing a communication strategy
 Completed and signed Assessment cover sheet

Evidence submission:
 Documentation can be submitted electronically
 Assessor will record the assessment outcome on the assessment cover sheet.

Scenario:

Introduction:
Marshal Ozip is the world’s largest company for branded consumer-products. The company was
established in 1843, the company has flourished through changing economic cycles and huge social
and political changes. The management and employees of Marshal Ozip pursue this mission knowing
that our investors have entrusted us to continue the Company’s long-standing record of creating and
marketing excellent, branded products that can generate sustainable profits over time.
The Company management and the Board of Directors are stewards of the resources and reputation.
Their goal is to generate sustainable, industry-leading investment returns. This experience
strengthens their connection to their consumers, retail customers, suppliers, investors and employees.

Vision
Be, and be recognized as, the best consumer products and services company in the world.
2 billion times a day, MO brands touch the lives of people around the world. MO people work to make
sure those brands live up to their promise to make everyday life just a little bit better.

Market Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets
of consumers who have common needs, and then designing and implementing strategies to target
their needs and desires using media channels and other touch-points that best allow to reach them.
Market segments allow companies to create product differentiation strategies to target them. Each
brand must be positioned for its target segment and a single Marshal Ozip brand cannot have one
positioning for all of MO’s segments As of June 10, 2010, the company structure is categorized into
two "Global Business Units" with each one further divided into "Business Segments" according to the
company's 2010 Annual Report. MO’s main competitors such as Johnson & Johnson, Colgate-
Palmolive follow a similar multi-brand strategy.

Promotion Strategy
 Media
 Radio
 Hoardings
 Consumer promotion
 Fragrance oriented and eco friendly
 Newspaper
 Various promotional offers
MO is spending 20-25 % of its sales in Advertisement and Promotion which is highest in the industry,
HUL expends only 10% of sales on Advertisement and Promotion. 

Distribution and pricing

MO has a distribution policy defines how messages and data can be shared and distributed
throughout the various divisions and departments of the company. A company's distribution policy can
also affect how documents are filed. The company use emails for sending important notifications to its
employees.

MO uses prestige pricing to foster a higher image. Company believes that cheap products are not
taken seriously by some buyers unless they are priced at a level.

MO communication policy:
1.1 The company is committed to ensuring that appropriate policies, procedures and monitoring
arrangements are in place to support good internal and external communications.

1.2 The Trust is further committed to developing two-way communications channels recognising that
the key stakeholder groups who can support the Trust to improve services are those who use the
services and those who deliver them.

1.3 It is the aim of the Trust to continually improve communications, thus assisting employees to
understand the Trust’s objectives and reasons behind them.

1.4 Maintaining good internal and external communications is particularly important during a climate of
organisational change. Effective communication now will help staff and other stakeholders to
understand the Trust’s mission, values, objectives, developments and issues.

1.5 Planned communication aims to:

• provide stakeholders with timely information regarding matters of interest or concern to them;
 • ensure that staff, their representatives and other key stakeholders are engaged on a regular basis
in order to provide information, receive feedback and act on this as appropriate;
• enhance the commitment of all staff to the Trust’s performance;
• build staff awareness of the financial, economic, and environmental factors affecting the
performance of the Trust;
• inform stakeholders (as appropriate) of the financial, economic, and environmental factors affecting
the performance of the Trust;
• raise awareness of the Trust and its achievements;
• promote and enhance the reputation of the Trust;
• champion and facilitate the ethos of staff involvement within the Trust; and
• ensure that all employees receive consistent messages

Positioning
The place the product occupies in consumers’ minds relative to competing products. Typically defined
by consumers on the basis of important attributes. Involves implanting the brand’s unique benefits and
differentiation in the customer’s mind. Positioning maps that plot perceptions of brands are commonly
used.
Differentiation can be based on
 Products
 Services
 Channels
 People
 Image

MO Marketing Strategies
Marshal Ozip have employed many different types of marketing strategies over the years with varying
results. The majority of the marketing budget for MO goes into more traditional advertising measures
such as print and TV advertising. It is true however that some marketing budgets may be tougher to
discern in the face of maintenance issues. For example, digital marketing budgets often include
website operations and social media marketing which are generally incorporated into other budgets.

Strategic marketing objectives:

A) Financial Strategic Objectives

 Financial Growth: To exceed $12 million in the next 12 years.
 Financial Growth: To increase revenue by 12% annually.
 Financial Efficiency: To decrease expenses by 5%.
 Financial Efficiency: To increase net profit by 12% annually

B) Customer/Constituent Strategic Objectives

 Current Customers: Expand sales to existing customers.
 Current Customers: Increase customer retention.
 Current Customers: Achieve and maintain outstanding customer service.
 Current Customers: Develop and use a customer database.
 New Customers: Introduce existing products into a new market.
 New Customers: Introduce new products to new and existing markets.
 New Customers: To expand sales to the global marketplace.
 Customer Services: Improve our service approach for new and existing customers.

C) Internal/Operational Strategic Objectives

 Product/Service/Program Management: To have all product meet standard of excellence
guidelines. Operations Management: Capitalize on physical facilities (location, capacity, etc.).
 Operations Management: Increase community outreach.
 Technology Management: Increase efficiencies through use of wireless or virtual technology.
 Communication Management: Improve internal communications.
 Customer Management: To execute and maintain a CRM process that is producing results.

D) People/Learning Strategic Objectives

  People: Employ professionals who create success for customers.
 Training: To develop the leadership abilities and potential of our team.
 Culture: To align incentives and staff rewards with performance.
 Knowledge: To continually learn and adopt current best practices.

Advertising
Including unmeasured social media, MO declared advertising expenditure for fiscal 2019 of $8.12bn.
In the US, Kantar (in Advertising Age) reported measured media expenditure in calendar 2018 of
$2.49bn, out of an estimated total of $4.3bn. Biggest spending brands were Olay (measured spend
$205m), Tide ($187m),  Pampers ($145m), and Gillette($144m).

Monitoring and Control

The company trends are thoroughly monitored through the company’s specified departments such as
business units and market development organisations. Market development organisations keep
watching the market segments and their trends, however business units specified the appropriate
strategies.

Marketing Metrics for MO

Performance Gap Analysis of MO
Marshal Ozip
GAP ANALYSIS

Analysis Date:
No. Strategic Objective/Requirement Current Standing Deficiency Action Plan

1 Secure 35% market share Currently holding 12% deficiency in Increase 2018
25% market share market share advertising budget

2 Increase 30% Brand Image Currently 5% deficiency of Increase

managed to the expected promotional
increase 25% brand image activities
brand image

3 Increase 50% social media presence Currently 18% deficiency Increase Social
managed to media presence
increase 40% of by managing
social media marketing on
share presence twitter and
LinkedIn as well
along with
Facebook.

4. Increase 25 % mass print media Currently 12% deficiency Increase mass

presence company has print media
managed to presence by giving
increase 15 % of more
mass print media advertisements on
presence. television,
newspaper and
radio.

Over performance: The company over performed its set targets for trends. In the process it made
several mistakes. It achieved its set targets before the set deadlines such as:
 Revenue increased by 14% as compared to the expected 12%.
 Expenses decreased by 8 % as compared to the expected 7%.
 Net profit increased by 14% as compared to the expected 12 %.
But this has also negatively impacted the morale of the employees because they are feeling
exhausted and over worked. Some of the employees are asking for additional bonus this year
because they believe that company has performed exceptionally well because of them.
The other task for the company is to set new targets which will be achievable in the given resources.

Changes in market phenomena: Recently with technology taking important position in marketing,
following important changes in market phenomena happened:
 Brands recognise the importance of customer attachment.
 Ad-blocking technology shakes up advertising industry.
 Marketers start to notice the generation Z, that is those who are born after 1995.
 Account based marketing push sales and marketing teams are aligning.
 Marketers are taking over the customer experience.
 The limitations of social media marketing are impacting the marketing process.

This has inadvertently affected the company’s strategic objectives such as:
  Expanding sales to existing customers is becoming difficult because of the stiff competition in
the market.
 Increasing customer retention is getting difficult because more and more brands are
recognising the importance of customers.
 Achieving and maintaining outstanding customer service is the prime priority but with
increasing customer demands such as extended trial periods, it is becoming difficult to
provide customers what they want.
 Developing and using customer database is not easy because customers are not loyal to one
brand. They have become more cost conscious.
 Introduction of existing products into a new market is not easy because competitors are also
marketing their products easily.

Changes to company’s distribution, pricing and communication policy

With the advances in the technology, MO increased its distribution to overseas so must change
dramatically its distribution policy. Now company is not using email to notify employees and
contractors of important information. Company is using Zoom conversations to notify employees and
stakeholders of important information. Open ended emails are not being used to send data and
messages, but company has introduced secure servers for the purpose. Only the department heads
are notified about changes and it’s their responsibility to notify their staff.
As the company over performed its set targets putting extra work load on its employees. The
employees were regularly asking for bonuses and leave. The company has changed its
communication policy in a way that only authorised chosen representatives of the employees from the
employee union can meet with senior staff and they have to put their demands in writing.

Company is going to change the pricing policy of the company as under:

 The demand for products or services may be elastic or inelastic:
 If the demand is elastic, a change in pricing has a significant effect on the demand (i.e. after a
price rise customer may choose not to buy the product).
 If the demand is inelastic, a price change has little effect on demand (i.e. customers will still
buy the item, regardless of the price).
 Elasticity is dependent on a number of factors, including:
 Is the product a necessity or a luxury?
 Are there any substitutes available?
 Are there any complementary products?

Company will use following pricing strategies:

1. Skimming pricing
 Used for new products and services, especially technology.
 The initial price is set high and attracts 'early-adopters' who want the product or service now
and are willing to pay.
 When this group has been satisfied, the price is reduced to appeal to more price-sensitive
customers.

2. Penetration pricing
 Aims for high sales through a lower price.
 Often used for products and services that would not attract an initial elite market.
 Discourages competitors because of the low profit margin.
 A large target market and a high volume of sales are needed to meet profit goals.

3. Image pricing
 The perceived image is more important to a customer than the actual price.
 Marketing should target the high end of the market and communicate the luxury on offer.
 Customers are willing to pay top dollar because of the value they place on the product.
 Overview:
Marshal Ozip thoroughly focus on promotional activities and marketing is one of its major departments
to carry out effective business operations. All the advertising and promotional activities are handled by
this department. Being the Marketing Manager(Mark) of Marshal Ozip(MO), you are responsible for
efficient working of the department. Due to rapid advancement in the field of technology and digital
media, you need to redesign your marketing processes and procedures. So, you need to write a report
on effective marketing procedures for the understanding of the senior management and all concerned
stakeholders. Your assessor will act as a management authority and will provide you all the relevant
information. Use the given template for the preparation of your report.

Prepare the report (1500 words) keeping the following in prospect:

1. Marketing activities: Review proposed marketing activities and accompanying information to identify
and describe three activities that show the potential for the organization to increase sales and
promotional activities (within the established marketing objectives).

2. Integration of organisational activities: Consider the steps how the range of marketing,
promotional and sales activities (detailed in the provided case study information) can be integrated to
ensure the achievement of the established marketing activities.

3.Monitor progress: Compare and analyse the policies for product, distribution, pricing and marketing
communication in relation to market changes, marketing plan objectives and organisational
requirements.

4.KPI: Review the progress using marketing matrix in relation to performance targets and organisational
requirements with respect to activity, quality, cost and time.

5.Evaluate progress: Evaluate the marketing outcomes, review strategic objectives and marketing
metrics, and suggest if any amendments are required.

6.Analysing Gap: Perform root cause analysis for the performance gaps and successes and mention
atleast two (2) suggestions for improving strategic performance.

7.Analysing Reasons: Analyse the possible reasons for over-performance against the targets and
appropriately revise the targets.

8.Analyse changes and impacts: Analyse the advancements in market phenomena and their
corresponding impact on strategic marketing objectives.

9.Performance: Review marketing performance against KPIs according to the organisational

requirements.

10. Reference: Harvard if possible, Also in-text reference is needed throughout the report
Performance checklist - Assessor to complete:
Student Assessment Criteria Assessor to tick Assessor to
the appropriate tick the
box appropriate
box
Section 1 Section 2

Communication | Is the learner  Yes Safety | Is the learner able  Yes

able to:  No to:  No
 Communicate clearly with others  Work safely at all times
 Ask for help when needed  Ensure your actions do not
 Follow instructions put the safety of yourself or
 Identify the task requirements others at risk
including document purpose and
proposed audience
 Consult with others to determine
meeting concepts and
requirements
 Clarify task requirements with
supervisor (assessor) as required

Section 3 Assessor to tick the appropriate document

completed by the student.
 Demonstrated ability to manage organisation’s  Yes
marketing efforts by specifying the important  No
considerations and the appropriate steps to be
followed

 Correctly identified the considerations and steps to be  Yes

followed for integration of marketing, sales and  No
promotional activities

 Accurately compared and analysed the marketing  Yes

policies with marketing objectives and organisational  No
requirements

 Displayed ability to evaluate marketing outcomes,  Yes

review marketing strategic objectives and suggest  No
appropriate amendments

 Yes
● Performed root cause analysis appropriately to
identify reasons for performance gaps, successes  No
and suggested appropriately to improve strategic
performance

 Yes
● Analysed the over-performance reasons and
appropriately suggested the amendments in target  No
  Yes
● Identified technological changes/advancements in
marketing and their impact on strategic marketing  No
objectives

 Yes
● Appropriately reviewed marketing performance
against KPIs  No

 Yes
● Detailed evaluation report attached
 No

● Assessor’s feedback:

 S
● Student outcome:
 NS

● Assessor Name and Signature:

● Date:

Assessment Task Cover Sheet Task 3 (AT3)

Student details
Student Name: Student ID:
 Assessment details

Unit of Competency: BSBMKG603- Manage the Marketing Process

Assessment Task 3: Role play

Date of Submission:

Assessment Outcome: Satisfactory Not Satisfactory Not completed

Feedback:

Student Plagiarism Declaration: By submitting this assessment to the college, I declare that this assessment
task is original and has not been copied or taken from another source except where this work has been
correctly acknowledged. I have made a photocopy or electronic copy or photograph of my assessment task,
which I can produce if the original is lost.

Assessor: I declare that I have conducted a fair, valid, reliable and

flexible assessment of this student, and I have provided appropriate
feedback. I also declare that I have undertaken the indicated
assessment integrity checks Student: I have received,
Google check for plagiarism Yes No discussed and accepted my result
as above for this assessment and
Check for copying/collusion Yes No I am aware of my appeal rights.
Check for authenticity (own work) Yes No
Cheating or use of model answers Yes No

Signature: ......................................................... Signature: ....................................

Date: ................................................................. Date: ..........................................

Assessment Task 3: Role play

Required documents and equipment:
 Computer with internet connection to refer to various programs such as MS word, MS excel, MS
PowerPoint or any other recognised software program.
 APSLEY COLLEGE Learners’ resources for the BSBMKG603 –Manage the Marketing Process
(organised by the trainer)
 Learner’s notes
 Assessment task 2 notes
 Appendix 2(provided by trainer/assessor)
 Appendix 3(provided by trainer/assessor)

Instructions for students:

 This assessment will be conducted in APSLEY COLLEGE Campus with access to the resources listed
above.
 You must answer all questions as part of this assessment and submit answers in electronic copy.The
assessor will verify the authenticity of the work by asking questions regarding the answers provided.
You must satisfactorily answer all questions to be deemed Satisfactory for this assessment.
 Be concise provide explanation according to the given word-limit and do not provide irrelevant
information. Be careful, quantity is not quality.
 Be careful to use non-discriminatory language. The language used should not devalue, demean, or
exclude individuals or groups on the basis of attributes such as gender, disability, culture, race, religion,
sexual preference or age. Gender inclusive language should be used.
 When you quote, paraphrase, summarise or copy information from the sources you are using to write
your answers/research your work, you must always acknowledge the source.
 You are required to mention your name and student Id in either header or footer of the assessment
document to be submitted.

Planning the assessment

 Access all resources mentioned in required resources either printed copies or access via the
internet.
 Time required for assessment: 15 minutes per role play for each student
 Complete and submit the assessment on the date given by the Assessor.
 Assessor will set a time to provide feedback.
 You must:
 Produce all evidence as required in this assessment.
 Complete and submit in due timelines.
 Submit with a completed and signed assessment cover sheet.

Evidence specifications:

At the end of this assessment, you will be required to submit following evidence before due date specified by
the assessor:

 Completed Appendix 2
 Completed Appendix 3
 Completed and signed Assessment cover sheet

Evidence submission:
  Documentation can be submitted electronically.
 Assessor will record the assessment outcome on the assessment cover sheet.

Scenario:

Part A
In continuation to the case study given in Assessment Task 2, Mark the Marketing Manager contacted Sam,
the Customer Service Manager of the company and discussed with him about the strategic marketing
objectives of the company. Mark discussed with him that few of the strategic marketing objectives are not
attained by the company in the previous year as following:
 No new markets have been explored where the existing products can be introduced to gain new
customers.
 New products are not introduced in existing local markets. Preference is given to international
markets.
 Companies expansion policy relies on addition of new customers in new markets. But the current
marketing approach is hindering this process.
 Some of the products do not meet standard of excellence guidelines.

Mark found that the Customer Service Manager, Sam, is not clear about the company’s strategic marketing
objectives. Also, he is not clear about his roles and responsibilities in the marketing process. He believes that
his role is more focused on attending to customer complaints after sales and providing solutions to them.
Mark also contacted the contractor, Rick and new employee in the marketing department John. Mark
communicated with them about the strategic marketing objectives of the company. Mark found that they are
also not aware of the company’s strategic marketing objectives.
After discussion with them, Mark, decides to take immediate action to bring more clarity amongst the
stakeholders and formulate the communication strategy so that the personnel involved in the marketing effort
are more involved in achieving the organisation’s marketing objectives. He calls a meeting with all the three
(3) stakeholders i.e. Sam, Rick and John.
Students must assume themselves as Mark, and perform a role play(10 minutes) communicating marketing
objectives, roles and responsibilities. The trainer/assessor will take on the role of Sam and two (2) more
students will take on the role of Rick and John.

Student must perform the role play including the following:

1.Communicate: Communicate the strategic marketing objectives to the present stakeholders considering
their qualification, experience and any specific needs.
2. Delegation: Clarify the roles and responsibilities and establish accountabilities of the stakeholders for
various marketing activities and efforts within your organisation.
3.Strategies: Discuss and finalise the most appropriate communication strategies to be put in place to
assist individuals in working together to achieve marketing objectives. (Appendix-2)

Role Play Information- Mark

Role title Marketing Manager

Organization Marshal Ozip
Role played by Student
Is party playing the Yes
role is being
assessed?

Other parties Other Students from class (2 students) – role of Rick and John.
involved in role play Trainer-role of Sam
and their roles

Are other parties No

involved are being
assessed during
role?
Time allocated 10 mins for each student playing the role of Mark

Purpose of role You are required to play role of a Mark for Marshal Ozip where you are required
to communicating marketing objectives and roles and responsibilities of the team
in in the marketing process for 10 mins. You are required to ensure that all the
team members understand the strategic marketing objectives of the company
and their roles and responsibilities

Role play script

 You will arrange time with your assessor and brief the team members.
 You will ensure that all team members are aware of the company’s
strategic marketing objectives.
 You will also make sure that you will bring clarity amongst the
stakeholders for smooth communication strategy
 You will also make sure that all team members are clear about their roles and
responsibilities.
 You will discuss and finalise with Rick, Sam and John the most
appropriate communication strategies to achieve marketing objectives
(Appendix-2)
Role play It is important that you are prepared for this session, ensuring you:
information  All documents are presented well according to the Role play script
discussed above.
 Things to consider whilst performing this task:
 Be organized - prepare and plan for the session thoroughly.
 Know your position as Marketing Manager.
 Know your company.
 Arrange access to all required documentation for this process.
 Act professionally throughout the process
 Be prepared to ask questions when you require more information
 Answer all questions to the best of your ability
Key outcome
expected from role-  Student participate in the role play accordingly to the requirement of the
play task.
 Student is well prepared and organised.
 Student brings clarity amongst the stakeholders for smooth
communication strategy.
 Student’s team members are clear about their roles and responsibilities.
 Students provide appropriate communication strategies to achieve
marketing objectives

Part B

Scenario

After two months of the implementation of the new communication strategy in the company, the overall
performance of the employees and the company has shown improvement. During annual appraisal, Mark
found that new employee, John, is still not performing well. Mark talked to him and found that he is facing the
following problems:
1. He is inexperienced and need training in the marketing process.
2. He is facing difficulty in interpreting marketing report data.
3. He is facing difficulty in communicating with the sales team due to limited English language skills.

Mark found that the marketing team is also not able to perform well. He discussed with them and they told
him that they feel disconnected when interacting with executives of the company. They don’t have necessary
data and result analysis that they need to communicate their success or problem – solving strategies to their
superiors.

Student should assume themselves as Mark and perform a role play on managing marketing personnel.
Trainer/ assessor will act as John, new employee in the company. Two (2) of the classmates of the student
will act as the team members of marketing team. After the role play student should fill the given template and
note down outcomes of the discussion.
1.Performance: Analyse the reasons for the poor individual and team performance and identify the
appropriate corrective actions in the below template.
2.Feedback: Provide feedback and mentor/coach John on interpreting marketing report data taking
examples from various sources. (Appendix-3)
Role Play Information- Mark

Role title Marketing Manager

Organization Marshal Ozip
Role played by Student
Is party playing the Yes
role is being
assessed?

Other parties Other Students from class (2 students) – role of marketing team
involved in role play Trainer-role of John
and their roles

Are other parties No

involved are being
assessed during
role?
Time allocated 10 mins for each student playing the role of Mark

Purpose of role You are required to play role of a Mark for Marshal Ozip where you are required
to manage marketing personnel for 10 mins. You are required to ensure that all
the team members understand their part in role play.

Role play script

 You will arrange time with your assessor and brief the team members.
 You will ensure that team should discuss about the poor Performance and
reason behind not performing well.
 You will also make sure that appropriate corrective actions are recorded in
appendix 3.
 You will also make sure that all John is provided with appropriate feedback
and coaching and mentoring program is referred according to the
requirement.
Role play It is important that you are prepared for this session, ensuring you:
information  All documents are presented well according to the Role play script
discussed above.
 Things to consider whilst performing this task:
 Be organized - prepare and plan for the session thoroughly.
 Know your position as Marketing Manager.
 Know your company.
 Arrange access to all required documentation for this process.
 Act professionally throughout the process
 Be prepared to ask questions when you require more information
 Answer all questions to the best of your ability
Key outcome
expected from role-  Student participate in the role play accordingly to the requirement of the
play task.
 Student is well prepared and organised.
 Student will ensure that team should discuss about the poor Performance
and reason behind not performing well
 Student’s team members are clear about their roles and responsibilities.
 Students provide appropriate corrective actions are recorded in appendix
3.
 Student refer appropriate coaching/mentoring program.
Role play checklist - Assessor to complete:
Student Assessment Criteria Assessor to tick Assessor to
the appropriate tick the
box appropriate
box
Section 1 Section 2

Communication | Is the learner  Yes Safety | Is the learner able  Yes

able to:  No to:  No
 Communicate clearly with others  Work safely at all times
 Ask for help when needed  Ensure your actions do not
 Follow instructions put the safety of yourself or
 Identify the task requirements others at risk
including document purpose and
proposed audience
 Consult with others to determine
meeting concepts and
requirements
 Clarify task requirements with
supervisor (assessor) as required

Section 3 Assessor to tick the appropriate document

completed by the student.
a) Displayed good communication skills while discussion  Yes
with relevant stakeholders to manage marketing  No
personnel including:
 Appropriate and professional body language
 Appropriate gestures and tone
 Good listening skills
 Clarified the doubt with appropriate examples/ points

 Considered the background of the stakeholders  Yes

including their qualification, experience or any specific  No
needs while explaining the strategic marketing
objectives

 Explained appropriately and clearly the roles and  Yes

responsibilities of all the associated individuals. Also  No
established the accountabilities against each role and
responsibility discussed

 Displayed and understanding of different  Yes

communication strategies and selected the most  No
appropriate strategy for improving the involvement
and team working to meet organisation’s marketing
objectives

 Accurately analysed the reasons for poor individual  Yes

and team performance and suggested appropriate  No
corrective actions
  Yes
● Displayed ability to provide clear and accurate
feedback and subsequently provide appropriate  No
mentoring/ coaching for achieving agreed objectives

 Yes
● Detailed evaluation report attached
 No

● Assessor’s feedback:

 S
● Student outcome:
 NS

● Assessor Name and Signature:

● Date:

Final Assessment Record

Student name: Student ID:

Date of
Assessor name:
completion:

Unit of competency: BSBMKG603 – Manage the Marketing Process

Student results
Assessments
Not Yet
Satisfactory Satisfactory Not Submitted
Assessment task 1: Written Knowledge test
Assessment task 2: Case Study
Assessment task 3: Role play

Comments/ Feedback:

Unit outcome: Competent Not Yet Competent

Is re-assessment required? Yes No

Assessor Signoff
By signing this final assessment record:
 I confirm that the student has attempted all requirements of this unit of competency

 I am satisfied the work submitted is their own work. 

 I have informed the participant of the assessment decision.  

Assessor signature: Date:

Student Signoff

By signing this final assessment record:

 I have received, discussed and accept the outcome from my assessment as above for this unit of competency and I am
aware of my right to appeal.

Student signature: Date:

Candidate Feedback Form

Unit: BSBMKG603 – Manage the Marketing Process

Candidate’s Name:

Assessor’s Name:

Please provide us some feedback on your assessment process.

Information provided on this form is used for evaluation of our assessment systems and processes.

This information is confidential and is not released to any external parties without your written consent.

Please tick  Yes or No for the questions below: Yes No

Did you receive information about the assessment prior to the date?

Were the instructions to the assessment clear and easy to understand?

Did you understand the purpose of the assessment?

Were you advised of the performance criteria?

Were you advised of the process of the assessment?

Were there any surprises in your assessment?

Did you feel the assessment was fair?

Was your assessor professional?

Did you feel the assessment was accurate?

Were you comfortable with the outcome?

Did you receive feedback about your assessment?

If you answered no to any of the above questions are you aware of the appeals process?

Comments:
 Appendix1- Assessment resource in simulated environment
APSLEY COLLEGE will conduct the assessment in its simulated environment which is safe and experiences
typical business development-marketing field of work. The following resources will be made available to the
learner:
 APSLEY COLLEGE office equipment and resources
 interaction with others
 case studies and, where possible, real situations.

Copyright: Instructions in this tool have been developed by NTA and APSLEY COLLEGE for sole purpose of use by APSLEY COLLEGE. Any part of these
assessment instructions cannot be reproduced in full or part for without approval of APSLEY COLLEGE and NTA which holds authorship rights.
Appendix 2 - Managing Marketing Personnel
Managing Marketing Personnel

Points discussed Outcomes of the discussion

Strategic marketing objectives

discussed with stakeholders

Roles and responsibilities of 1:

stakeholders

2:

3:

Communication strategy for better

involvement and team working

Signatures: Stakeholder-1 Stakeholder-2 Stakeholder-3

Date:
Appendix 3 - Managing Marketing Personnel
Managing Marketing Personnel

Points discussed Outcomes of the discussion

Problem Statement

Reasons for poor individual 1:

performance

2:

3:

Reasons for poor team performance 1:

2:

3:

Corrective actions for to safeguard 1:

marketing outcomes

2:

3:

Feedback of John after 1.

mentoring/coaching session

2.
3.