STUDENT ASSESSMENT

Qualification BSB40820 Certificate IV in Marketing and Communication

Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS

Assessment task instructions:

This is the first (1) unit assessment task which comprises of a scenario and four knowledge questions you have to successfully
complete to be deemed competent in this unit of competency.
 You must respond to all questions and you must answer all questions to the required level, e.g. provide the number of points, to
be deemed satisfactory in this task.
 You will receive your feedback within two weeks from your Trainer/Assessor when results are available.
Purpose of the assessment task:
This assessment task is designed to evaluate your knowledge for the following:
 legislative and regulatory context of the organisation as relevant to promotional activities
 content of action plans, including:
task steps
costs
timeframe
resources and responsibilities
 internal and external stakeholders involved in coordinating promotional activities
 planning processes for organising promotional activities
 organisation’s marketing objectives and how they support the overall business objectives
 common promotional activities that could be used to support the marketing objectives
Assessment conditions and resources:
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of
typical activities experienced in the business development – marketing field of work and include access to:
 relevant legislation, regulations, standards and codes
 relevant workplace documentation and resources
 case studies and, where possible, real situations
 interaction with others.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

Activities:

For this task, you will need to refer to the marketing plan attached and the virtual company called “Australian Hardware” –
website link http://australianhardware.simulations.australiantrainingproducts.com.au/ whose profile is listed below and
complete the activity.

AUSTRALIAN HARDWARE

What is now known as Australian Hardware opened its first store under the name of Percy's Home Goods in George St
Sydney in 1921. Percy's Home Goods initially specialised in the manufacturing and sale of small household furniture.
The company founder, Percy Greenwright, ran the store as a family business. The business quickly expanded from one
to four stores across Sydney's northern and western suburbs. The stores employed the equivalent of 60 full-time staff by
the beginning of 1928. All of which were either family members or friends.

In 1930, in the midst of the Great Depression, the demand for Percy's Home Goods began to decline. Over the next three
years, Mr. Greenwright was forced to close three of the stores but he refused to lay-off staff as they were his friends and
family and he knew the chances of them finding other work was near to impossible. Mr. Greenwright managed to
sustain the business and all of its employees, even expanding back to two stores in 1937.

In 1941, declining consumer demand in conjunction with the onset of World War II again brought Percy's Home Goods
to the brink of closure. This time it was Mr. Greenwright's youngest child and only son Eric, who had only been
working in the business for four years, who provided the catalyst for survival. Eric, without the knowledge of his father,
negotiated a contract with the Australian Armed Forces to provide a range of outdoor and camping equipment for the
war effort including tents, ground covers, lightweight furniture, and cooking utensils. The contract would require
significant change to existing business practices if it was to be fulfilled. When Mr. Greenwright was told of the contract
by his son Eric, he immediately handed over the running of the business to his son.

Eric Greenwright immediately initiated a change process that included re-training the existing manufacturing and sales
staff and modifying the company's supplier relationships and equipment to cater for the contract. This sustained the
business through the war years.

In the early 1950s, Eric Greenwright repositioned the business again; this time to benefit from the housing boom by
supplying wood and other hardware items. The business was re-named Australian Hardware and an expansion program
commenced that took the business into all states over the next 10 years.

In 1982 Australian Hardware was listed on the Australian Stock Exchange and was offered to the public in a share float.

The business has continued to expand to now have 138 stores and approximately 10,000 staff across the country.

1.1. Explain a minimum of four (4) laws the Australian Hardware company would have to comply with when promoting its
products (Guide: 100+ words).

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 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

1.The Competition and Consumer Act 2010 (CCA) covers the most areas of the market: the relationships between suppliers,
wholesalers, retailers, and consumers. Its purpose is to enhance the welfare of Australians by promoting fair trading and
competition, and through the provision of consumer protections.

2. The Do Not Call Register scheme allows Australian to opt-out of receiving most telemarketing calls and marketing faxes. It is
free and applies to home, mobile, or fax numbers. Telemarketers cannot make unsolicited calls or send marketing faxes to a
number on the register without consent. Market research is exempt. Complaints can be made to ACMA, which may conduct
investigations and take enforcement action.
3. The Privacy Act 1988 and Australian privacy principles govern four key aspect of privacy: the collection, use, and disclosure
of personal information; an organization or agency's governance and accountability; the integrity and correction of personal
information; and the rights of individuals to access their personal information. The Australian Privacy Principles are principles-
based law, providing flexibility for organizations or agencies to tailor their personal information handling.
4. The Australian Spam Act 2003 regulate commercial emails and other types of commercial electronic messages. The act
prohibits unsolicited commercial electronic messages with "an Australian link" and requires commercial electronic messages to
include information about the individual or organization who authorized the sending of the message.

1.2. Australian Hardware company wishes to create a procedure for staff to follow when planning promotional activities.
List below 6 steps that you believe they should include in this procedure. (Guide: 30+ words)

To create a procedure for staff to follow when planning promotional activities, Australian Hardware company should
include the following six steps:
1. Determine the target market and promotional objectives.
2. Identify the components of the promotional mix, including advertising, sales promotion, personal selling,
public relations, and direct marketing.
3. Develop a budget for the promotional campaign.
4. Determine the timing and duration of the campaign.
5. Execute the campaign.
6. Measure the results and refine the approach as needed.

1.3. Refer to the marketing plan of the Australian Hardware company and explain how the organisation’s marketing
objectives support the overall business objectives. (Guide: 100+ words).

The marketing objectives of Australian Hardware company support the overall business objectives in following ways:
1. Increase sales revenue: marketing plan aims to increase sales revenue by targeting three segments: home
improvers, DIYs, and tradespersons. By identifying the target market and developing budget for the
promotional campaign, the company can reach its sales revenue goals.
2. Build brand image and reputation: Australian Hardware has developed a strong brand image in the Australian
hardware market for best quality hardware, homeware, building material, and other products. The company
provides qualitys products and services at low prices to meet the needs of a large number of customers. By
positioning itself as a provider of quality products and services, the company can build its brand image and
reputation.
3. Expand market share: The marketing plan includes a strategic approach characterize by product and service
differentiation along with select-targeted marketing activities. By targeting a specific audience and fitting in
with the organization's marketing budget, the company can expand its market share.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

4. Achieve the vision statement: Within 5 years, Australian Hardware aims to lead the hardware and home-
improvement market in Australia. By developing a marketing plan that aligns with the company's vision
statement, the company can achieve its long-term goals.
Overall, the marketing objectives of Australian Hardware support the business objectives by increasing sales revenue,
building brand image and reputation; expanding market share, and achieving the vision statement.

1.4. Refer to the table below that lists common promotional activities and explains how each can be used to support the
marketing objectives of the Australian Hardware company. (Guide: 30+ words - 1 to 2 sentences each).

Advertising Advertising is powerful means to inform customers about the company's total
offers. It is aimed at achieving various objectives, such as increasing sales,
creating and improving brand image, facing competition, building relations
with publics, or educating people. By selecting one or more objectives based on
its marketing strategy, Australian Hardware can use advertising to support its
marketing objectives.
Client functions Client functions can be used to build relationships with customers and clients.
By setting objectives for increasing sales and establishing relationships with
customers and clients, Australian Hardware use client functions to support its
marketing objectives.
Employee functions Employee functions can be used to motivate and reward employees for their
hard work and dedication. By setting objectives for employee functions,
Australian Hardware can use them to support its marketing objectives.
Media announcements Media announcements can be use to create awareness about the company's
products and services. By disseminating information through one or more
media, Australian Hardware can use media announcements to support its
marketing objectives.
Product launches Product launches can be used to introduce new products or product features into
the market. By using effective marketing communication to impact sales,
Australian Hardware can use product launches to support its marketing
objectives.
Web pages Web pages can be used to improves the company's online presence and reach a
wider audience. By initiating online presence and using web pages to promoted
its products and services, Australian Hardware can use web pages to support its
marketing objectives.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

ASSESSMENT TASK 2: PLAN AND COORDINATE PROMOTIONAL ACTIVITIES

Assessment task instructions:

This is the second (2nd) unit assessment task which comprises of a case study, practical activities relating to the case study and
presentation you have to complete to be deemed competent in this unit of competency.
 You must respond to all questions and you must answer all questions to the required level, e.g. provide the number of points, to
be deemed satisfactory in this task.
 You will receive your feedback within two weeks from your Trainer/Assessor when results are available.
Purpose of the assessment task:
This assessment task is designed to ensure that you can demonstrate skills and knowledge in being able to:
 Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of
promotional goals
 Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel
 Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation
 Use networks to assist in the implementation of promotional activities
Assessment conditions and resources:
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of
typical activities experienced in the business development – marketing field of work and include access to:
 relevant legislation, regulations, standards and codes
 relevant workplace documentation and resources
 case studies and, where possible, real situations
 interaction with others.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

Activities:
2.1. Read the case study and complete the activity.
Case study
You have been recently appointed to the role as a Marketing Manager for the Australian Hardware company. The
previous Marketing Manager had prepared a Marketing plan for the next 12 months. The management has asked
you to review the plan that has been prepared and make recommendations to improve it further.

The Marketing Plan is available via:

http://australianhardware.simulations.australiantrainingproducts.com.au/

Review the Australian Hardware Marketing Plan (available via the website above) and answer the questions in the
template below.
Which product categories do hardware
Australian Hardware sell? timber
tools
paint
housewares
outdoor
garden.
Who is the target market? Home improvers
DYIs
Tradespersons (owners and managers of small to medium sized
businesses and individual contractors)
Which promotional activities does Trade publications
Australian Hardware plan to use over Paper flyers
the next year? Advertising in local magazines
Encouraging articles and reviews in local media
Direct mail/email local business
TV (free-to-air and pay)
ecommerce/website
Online presence, advertising and social networking

2.2. Review the Advertising and Promotional Strategy (on page 28 of the business plan) and evaluate whether:
a. the promotional activities are suitable for the target market
b. the planned budget for the promotional activities has been allocated effectively
c. the promotional activities will allow Australian Hardware to meet their sales and marketing objectives
(Guide: 100+ words)

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 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

A. Australian Hardware's advertising and promotional strategy seems to be well-planned and

diversified, covering a range of promotional activities such as paper flyers, magazine and trade
advertising, media promotions, free-to-air TV, pay TV, online advertising, email, e-catalogues,
website advertising and maintenance, goodwill, and sponsorships. The strategy appears to be
suitable for the target market as it includes a mix of traditional and digital marketing channels that
can reach a wide range of customers.

B. However, it is unclear whether the planned budget for the promotional activities has been allocated
effectively as there is not enough information/information available on the cost effectiveness of the
budget allocation. That said, two promotional activities stand out as being particularly suitable and
relatively cost-effective in relation to the target market. The social media/viral marketing is very well
suited to the tech-literate, high-income, style conscious target market. As is online advertising.

C. It is also unclear whether the promotional activities will allow Australian Hardware to meet their
sales and marketing objectives as there is not enough evidence. Therefore, it is difficult to evaluate
the effectiveness of the promotional activities without more evidence and information. However, I
would suggest a greater emphasis on social media/viral marketing and online advertising to
increase the chance of meeting sales objectives.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

2.3. Role-play (15-minutes)

The Senior Managers would like you to create a promotional plan and oversee their marketing activities for the next
3 months. You are now required to meet with the Senior Managers to discuss and confirm the objectives and
promotional activities.

During the meeting you need to:

 Present your analysis of the marketing plan (from q. 2.2)
 Discuss and identify which two (2) of the marketing objectives they would like to focus on initially

You are to record the key points discussed in the space below. (Guide: 100+ words). (You will be observed by your
assessor who will use the “Assessor’s Observation Checklist” and provide you with feedback.)

The key points in the marketing plan discussed are as follows. Firstly, I said that Australian Hardware's marketing plan seems
to be well-planned, covering a range of activities, covering everything from paper flyers to social media and that the plan
appears to be suitable for the target market as it includes a mix of traditional and digital marketing channels that can reach a
wide range of customers. I then said that I believe we can get best results more quickly by focusing on two objectives. The
first was Increase brand recognition and awareness of value proposition and the seconds was to establish good will within our
target market so that seven out of ten people rate Australian Hardware as socially and environmentally responsible.
Management agreed with this and then asked if I thought we could meet the objectives. I said but that the target should be
revised from 7 out of 10 people to 5. Management responded positively.

2.4. Read the continuation of the case study below and complete the promotional plan.

Case Study - Continued

Following your meeting with the Senior managers, they have asked you to prepare a promotional plan. The plan should
include the activities that you think Australia Hardware should implement over the next 3 months.
The Management has informed you that they would like to utilise the following promotional strategies in the plan:
 Online (Social media, viral marketing initiatives)

 TV (Free-to-air & pay TV)

 Online advertising (search engine optimisation, etc. )

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Qualification
Cluster number and name:
Units of competency:
Student’s ID:
Assessor’s name:
BSBMKG434_ Assessment Task
V3 Issued 7/02/2022
STUDENT ASSESSMENT
BSB40820 Certificate IV in Marketing and Communication
MCC4 -20_2.2_Product and service promotion
BSBMKG434 Promote products and services
Wimada Mueangwan 51511
Pavel Plic
P a g e |9

Qualification
Cluster number and name:
Units of competency:
Student’s ID:
Assessor’s name:
Marketing Objectives:
Timeframe:
Which product categories
and services to be the
focus of the promotion:
What key messages will be
conveyed to customers
during the promotional
activities:
Overview of the three
promotional strategies:
Budget:
Legislation that will need
to be followed when
planning and
implementing these
BSBMKG434_ Assessment Task
V3 Issued 7/02/2022
STUDENT ASSESSMENT
BSB40820 Certificate IV in Marketing and Communication
MCC4 -20_2.2_Product and service promotion
BSBMKG434 Promote products and services
Wimada Mueangwan 51511
Pavel Plic
Australian Hardware Promotional Plan
Increase brand recognition and awareness of value proposition.
Establish good will within our target market so that seven out of ten people rate Australian Hardware
as socially and environmentally responsible.
3 months
Housewares
Outdoor
Garden
Comfort and ease: Australian Hardware's goal is to provide 360 degrees of satisfaction and
get customers to their destination with comfort and ease they can trust.
Sustainability: Australian Hardware's garden products are environmentally friendly and
promote sustainable gardening practices
Innovation: Australian Hardware's housewares products are innovative and responsive to
customer needs, reflecting the company's commitment to building a reputation as an
innovative brand
 Online – our team will focus on Instagram, Facebook and social media viral
marketing.
 TV (Free-to-air & pay TV) – the team will use niche advertising targeting specific
programs (eg gardening shows)
 Online advertising (search engine optimisation, etc. ) - marketing will use
sophisticated data analysis to target customers cost effectively.
Promotional Strategy Budget
Online – social media/viral marketing $1.25 million
TV $11.5 million
Online advertising $2.5 million
Total: $15.25 million
Competition and Consumer Act 2010 (CCA)
Privacy Act 1988
Australian Spam Act 2003
P a g e | 10
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

activities:
Existing Australian
Hardware policies and
procedures relevant to the
activities:
‘Our Way of Doing Business’ (Employee Handbook), specifically: “We believe that a
commitment to uncompromising values and integrity should always guide our decisions
and actions as we pursue our goals.”

ACTION PLAN
Promotional activity 1: Tasks to be completed: Who will be Resources Timeframe/
responsible: needed: frequency:
Create the social media Marketing Manager Logo, photos, 5 days
(Intragram & Facebook)pages and & marketing team videos, text etc to be ONCE
groups. used on the page
Source additional photos to be Marketing Manager License to use 10 June 2023
used in the ads & team images ONCE
Decide on the wording of the ads Marketing Time 10 June 2023
Manager / page and ONCE
group admins
Create posts in pages/groups Marketing manager Logo, photos, 5 days
& team/page and videos, text etc to be ONCE
group admins. used on the page

Promotional activity 2: Tasks to be completed: Who will be Resources needed: Timeframe/

responsible: frequency:
Contact 3 production agencies Marketing manager N/A 3 days
regarding creating TV ads & team ONCE
Liase with relevant product sector Marketing manager Meeting room 2 days
managers & team, Garden Every week
Products Manager,
Homeware Products
Manager
Select production agency for CEO, CFO, COO, Meeting room 14 days
campaign Marketing Manager ONCE
Book TV ads Marketing Manager N/A 21 days
& marketing team ONCE
Promotional activity 3: Tasks to be completed: Who will be Resources Timeframe/
responsible: needed: frequency :
Marketing Manager Meeting room 6 days
Allocate the budget breakdown & marketing team ONCE
details for the online advertising & senior
campaign based on the potential management team
reach, cost, and call to action

Marketing Manager N/A 7 days

Contact relevant agencies who & team ONCE

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

create online advertising

Marketing Manager Meeting room 12 days

Select the space for the chosen & marketing team, ONCE
channels & senior
management team
Marketing Manager N/A 14 days
Book campaign with agencies & team ONCE

2.5. Role-play (15 – 20 minutes)

You are now required to hold a team meeting with the staff to explain the promotional plan and to coordinate the
promotional activities. During your meeting you will need to:
 Present your promotional plan and explain the objectives
 Ensure that staff understand their role and responsibilities
 Discuss how you will support the team by ensuring that there is sufficient staff and resources to implement the
plan
 Discuss how you can establish and conduct relationships with targeted groups in a manner which enhances the
positive image of the organisation
 Discuss how you use networks to assist in the implementation of promotional activities

As you complete the meeting you will be required to record your discussion on the meeting minutes templates below.

Meeting Minutes
Date: Friday June 2
Time: 11am
Chairperson name: Wimada
Staff members present: Senior management, Homewares manager, Garden manager, marketing team
Topics: Discussion:

a) Overview of the
b) Online – our team will focus on Instagram, Facebook and social media viral
promotional Plan
overview marketing.
c) TV (Free-to-air & pay TV) – the team will use niche advertising targeting specific
programs (eg gardening shows)
d) Online advertising (search engine optimisation, etc. ) - marketing will use
sophisticated data analysis to target customers cost effectively.

e) How will you support I will liase with senior management (CEO, CFO, COO), Garden Manager, Homewares
the team by ensuring Manager, Sales Consultants, HR Manager, General Operations Manager, Admin Staff

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 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

that there is sufficient and General Assistants to ensure all required support and resources are available
staff and resources to
implement the plan?
f) Allocate the tasks Primary responsibility for the campaign is the marketing team headed by the Marketing
according to the action Manager. Other staff will be consulted/assigned tasks on a needs basis
plans to relevant
personnel and gain
agreement
g) How you can establish The focus in terms of establishing and conducting relationships with targeted groups will
and conduct be social media, with an emphasis on engaging targeted groups to contribute online
relationships with content to create a sense of ownership of the campaign. Additionally, positive
targeted groups in a relationship with the relevant media will be pursued actively.
manner which enhances
the positive image of
the organisation?
h) Discuss how you use
Similarly, networks with targeted groups will be created primarily through social media,
networks to assist in the
with an emphasis on engaging targeted groups to contribute online content to create a
implementation of
sense of ownership of the campaign. Use will also be made of networking groups like
promotional activities
Linkedin and the AMI (Australian Marketing Institute).

You will be observed by your assessor who will complete the “Assessor’s Observation Checklist” and provide
you with feedback. The AOC is to be uploaded as part of this assessment task.
2.6. You are now required to develop two examples of the promotional to be used in the campaign. These can include
social media advertisements, banner ads or storyboards for TV advertisements. You must submit a copy of the
promotional materials below.

EXAMPLE 1: SCRIPT FOR 30-SECOND TV AD

[The ad opens with a shot of a beautiful garden with a family enjoying a sunny day. A voiceover begins to speak.]
Voiceover: Summer is here, and it's time to enjoy your outdoor space with family and friends. Australian Hardware has
everything you need to create the perfect outdoor oasis, starting with our stunning garden furniture.
[The camera pans over to a beautiful outdoor furniture set.]
Voiceover: Our garden furniture is designed to be both stylish and comfortable, so you can relax and enjoy your time
outside. Whether you're looking for a lounge area to unwind or an al fresco dining setting to entertain, we have the
perfect set for you.
[The camera zooms in on the furniture set, highlighting its features.]
Voiceover: Our furniture is made of high-quality Australian materials that are built to last, so you can enjoy your

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 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

investment for years to come. And with a wide range of styles and designs to choose from, you're sure to find the perfect
set to match your taste and needs.
[The camera pans back to the family enjoying their garden.]
Voiceover: So why wait? Visit Australian Hardware today and transform your outdoor space into a beautiful oasis that
you and your loved ones can enjoy all summer long.
[The ad ends with the Australian Hardware logo and a call to action to visit the website or store.]

EXAMPLE 2: Online advertisment

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Qualification
Cluster number and name:
Units of competency:
Student’s ID:
Assessor’s name:
BSBMKG434_ Assessment Task
V3 Issued 7/02/2022
STUDENT ASSESSMENT
BSB40820 Certificate IV in Marketing and Communication
MCC4 -20_2.2_Product and service promotion
BSBMKG434 Promote products and services
Wimada Mueangwan 51511
Pavel Plic
P a g e | 15
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

ASSESSMENT TASK 3: REVIEW AND REPORT ON PROMOTIONAL ACTIVITIES

Assessment task instructions

This is the third (3rd) unit assessment task where you are required to complete a survey and prepare a report to be deemed competent
in this unit of competency.
 You will receive your feedback within two weeks from your Trainer/Assessor when results are available.
Purpose of the assessment task:
This assessment task is designed to ensure that you can demonstrate skills and knowledge in being able to:
 Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services
 Assess effectiveness of planning processes to identify possible improvements in future activities
 Collect feedback and provide to personnel and agencies involved in promotional activity
 Analyse costs and time lines to evaluate the benefits accruing from the promotional activities
 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of
promotional activities
Assessment conditions and resources:
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of
typical activities experienced in the business development – marketing field of work and include access to:
 relevant legislation, regulations, standards and codes
 relevant workplace documentation and resources
 case studies and, where possible, real situations
 interaction with others.

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

Activities:

In this task, you will be required to refer to the virtual company again Australian Hardware and review, and report on
promotional activities where you will learn how to analyse audience feedback, assess the effectiveness of the planning
process, collect feedback, analyse cost and prepare conclusions and recommendations. You will be required to work in
groups and consult with your assessor for feedback.

3.1. Design a survey instrument to evaluate the campaign for Australian Hardware prepared in task 2. The objectives of the
survey are to obtain audience feedback regarding the effectiveness of the promotional materials developed in task 2.6.
Your survey should have approximately 10 – 15 questions (Guide: 100+ words).
Survey on Australian Hardware Product Garden Furniture
Based on the promotional material you have received, please answer the following questions:
What is your opinion of the product? Are you:
Very interested in it.
Interested in it.
Not sure.
Not very interested.
Not at all interested.
How do you rate the price of the product?
Great value.
Good value.
Expected.
Not good value.
Very over-priced.
How unique is the product?
Very unique.
Somewhat unique.
As expected.
Not very unique.
Not at all unique.
Is the product simple to use?
Very simple to use.
Simple.
Neither simple nor difficult.
Difficult.
Very difficult.
How do you rate the product design?

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V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

Excellent.
Good.
Average.
Not good.
Poor.

3.2. Give the survey to a minimum of 5 people and analyze and document the feedback received below.

After surveying 5 people, the following feedback was collected and analysed.
Based on the survey the product did well in terms of general opinion, ease of use and design, but was less
successful in terms of price and uniqueness.
What is your opinion of the product? Are you:
Very interested in it. (1)
Interested in it. (2)
Not sure. (1)
Not very interested.
Not at all interested. (1)
How do you rate the price of the product?
Great value.
Good value. (2)
Expected. (3)
Not good value.
Very over-priced.
How unique is the product?
Very unique. (1)
Somewhat unique.
As expected. (3)
Not very unique. (1)
Not at all unique.

BSBMKG434_ Assessment Task P a g e | 18

V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

Very difficult.
Is the product simple to use?
Very simple to use.
Simple. (1)
Neither simple nor difficult. (4)
Difficult.
Very difficult
How do you rate the product design?
Excellent. (1)
Good. (3)
Average. (1)
Not good.
Poor.

3.3. Read the continuation of the case study below and answer the following questions.

Case Study – Continued

You have been implementing the promotional plan for Australian Hardware over the past 2 months and overall, it is
going well.

The Senior Managers have asked to meet with you to discuss the implementation of the plan to date. They have heard
feedback from customers and other staff in the stores that they would like to discuss with you. They have heard mostly
positive feedback but they have also been concerned about a few issues.

Summary of the implementation:

 The promotional plan did attract new customers but only 30% of the number hoped for.
 The plan ran 4 weeks over schedule and took 4 months to complete.
 The costs incurred went 20% over the expected budget.
 The business was tagged by customers in 70 posts on social media in the past 2 months.

The feedback received:

 Staff has said that they felt some of the promotional activities were not communicated to the internal staff
effectively. As a result, on occasion, the staff were unable to answer customer questions.
 The store managers have been excited to see such a large number of new customers in stores.
 Department managers had raised concern that the campaign was focussing too much on certain product
categories. This resulted in some areas of the store being very busy and other sections being relatively empty.

BSBMKG434_ Assessment Task P a g e | 19

V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

They felt that the promotions should be featured the types of products more evenly.
 Customers had complained that they had to wait in store for a long period of time to get service and advice
from staff

3.4. The owners have asked you to analyse the feedback received and prepare a report that addresses the following:
a) Outline the impact of the promotional activity on the delivery of products and services by the business.

b) Analyse costs and time lines to evaluate the benefits of the promotional activities.

c) Explain what feedback should be given to staff and others involved in the promotional activities.

d) Assess the effectiveness of planning processes to identify possible improvements in future activities.

e) Prepare conclusions and recommendations based on the feedback and data and provide constructive advice on
future directions of promotional activities.

You can use the template below when completing this task. (Guide: 200+ words)

Report on the Promotional Activities of Australian Hardware

Introduction
This report addresses four key issues:
Impact
Cost/Benefit
Internal Communication
Product Representation
Customer Service

Report

The impact of the promotional activity on the delivery of products and services by the business.

The plan had a positive impact. It lead to an increase in new customers. However the increase was
only 30% of what had been hoped for.

Evaluation of the costs/benefits and timelines

There was a significant overs-spend in costs, shortfall in benefits and a longer than expected timeline.
The costs of the promotional campaign were 20% above the expected budget. The benefits in terms of

BSBMKG434_ Assessment Task P a g e | 20

V3 Issued 7/02/2022
 STUDENT ASSESSMENT
Qualification BSB40820 Certificate IV in Marketing and Communication
Cluster number and name: MCC4 -20_2.2_Product and service promotion
Units of competency: BSBMKG434 Promote products and services
Student’s ID: Wimada Mueangwan 51511
Assessor’s name: Pavel Plic

new customers was only 30% of what had been expected. Combining these two outcomes, the
cost/benefit relationship was disappointing. In a addition, the campaign timeline overran by 33%. The
number of social media tags (70) was underwhelming.

The feedback to be given to staff and others.

Internal communication
Staff has said that they felt some of the promotional activities were not communicated to the internal
staff effectively. As a result, on occasion, the staff were unable to answer customer questions. The
promotional team will liase with representatives from all company departments to plan and implement
more effective internal communication systems.

Product Representation in Promotions

Although the store managers have been excited to see such a large number of new customers in stores,
some department managers had raised concerns that the campaign was focussing too much on certain
product categories. This resulted in some areas of the store being very busy and other sections being
relatively empty. They felt that the promotions should be featuring the types of products more evenly.
Managers of departments whose products were not featured (eg, Paint, Tools) will be consulted about
how their departments’ products and feature effectively in future promotional campaigns.

Customer Service
Customers had complained that they had to wait in store for a long period of time to get service and
advice from staff. Managers of all departments will be consulted about how staffing can be organised
more effectively to avoid shorthandedness and result customer dissatisfaction.

The Effectiveness of the Planning Process and Possible Improvements

The key issues arising from analysis of the planning is that in future all department managers need to
be consulted and included in the planning process to ensure positive outcomes for all stakeholders.

Conclusion & Recommendations

Consult and include all department managers in all stages of the promotional planning and implementation
processes.

Maintain a stricter budget process to ensure costs do not oeverrun.

Analyses benefits in regard to planning what will be effective in future campaigns.

Analyse social media effectiveness, i.e., was the disappointing social median result due to more implementation or
poor suitability of social media in relation to promoting our products?

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Qualification
Cluster number and name:
Units of competency:
Student’s ID:
Assessor’s name:
BSBMKG434_ Assessment Task
V3 Issued 7/02/2022
STUDENT ASSESSMENT
BSB40820 Certificate IV in Marketing and Communication
MCC4 -20_2.2_Product and service promotion
BSBMKG434 Promote products and services
Wimada Mueangwan 51511
Pavel Plic
P a g e | 22