BSBMKG431 Assessment 1 (Word Version)BSBMKG431 Assessment 1 (Word Version)

9 Assessment 1 – Coversheet Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your work. Student and Submission Details Student Name Student ID Unit Code and Name B S B M K G 4 3 1 A ss e ss m a r k e t i n g opportunities Date of submission S T U D E N T D E C L A R A T I O N I declare that a. this assessment is my own work. b. None of this work has been completed by any other person. c. I have not cheated or plagiarised the work or colluded with any other student/s. d. I have correctly referenced all resources and reference texts throughout these assessment tasks. e. I understand that if I am found to be in breach of policy, disciplinary action may be taken against me. Student Signature Assessor To Complete Assessment 1 Assessment Result Date Type Of Submission Short Answer Questions □ C (Competent) □ NYC (Not Yet Competent) □NA (Not Assessed) ☐ First submission ☐ First re-submission ☐ Second re- submission Assessor feedback BSBMKG431

10 Assessor Name Assessor Signature This assessment meets the following Knowledge Evidence: Knowledge evidence Satisfactory Unsatisfactory Not Present  requirements of legislation affecting marketing roles  data collection and analysis techniques  m a r k e t i n g i n d u s t r y k n o w l e d g e , i n c l u d i n g :  components of marketing mix  elements of marketing planning  marketing communications concepts and processes  organisational structures, roles, responsibilities, business and marketing plans  relevant product and service standards  best practice techniques related to marketing  relevant statistical terms used by the Australian Bureau of Statistics. BSBMKG431

11 Assessment 1 – Short Answer Questions  Assessment summary ☐ You are required to answer all the written questions in this assessment.  Resources and equipment required to complete this assessment o Access to textbooks and other learning materials. o A cc e ss t o a c o m p u t e r , p r i n t e r , I n t e r n e t a n d e m a il s o f t w a r e ( i f r e q u i r e d ) . ☐  When and where should the assessment be completed? o This assessment may be done in your own time as homework or you may be given time to dothis task in class (where applicable). o Your assessor will provide you with the due date for this assessment. ☐  What needs to be submitted? o Your answers to each question in this assessment along with references. ☐  I n s t r u c t i o n s o This is an open book test – you can use your learning materials as reference. o You must answer all questions in this assessment correctly. o You must answer the questions by typing your answers in Microsoft Word and converting it into a pdf . o Please include the following details in the header section of e a c h p a g e o f y o u r a ss e ss m e n t d o c u m e n t : ☐  Student Name and ID  Course Code and title  Unit Code and title  Trainer and assessor name  Page numbers ☐ o You are required to submit your assessment on the LMS (Moodle). No submissions will be accepted via emails. BSBMKG431

Short Answer Questions Question 1 Access the following federal legislation that affects marketing roles:  Privacy Act 1988 https:// www.legislation.gov.au/Series/C2004A03 712  Spam Act 2003 https:// www.legislation.gov.au/Series/C2004A01 214 Answer the questions below about the requirements affecting marketing roles from the legislation accessed. Access the Schedule 1 Australian Privacy Principle 7 section of the Privacy Act 1988 to answer the next two questions. a. Briefly explain Subclause 7.1 . Subclause 7.1: Direct Marketing APP 7.1 establishes that an organization subject to the Privacy Act can only use or disclose personal information for the purpose of direct marketing if certain conditions are met. These conditions typically include obtaining the individual's consent before using their personal information for direct marketing purposes. In summary, Subclause 7.1 emphasizes the importance of respecting individuals' privacy rights in the context of direct marketing activities and underscores the need for transparency and consent in using their personal information for marketing purposes. Always refer to the specific wording of the legislation for precise details and any updates. b . I d e n t i f y t h e t h r ee p r o v i s i o n s i n S e c t i o n 7 . 5 w h e n a n o r g a n i s a t i o n m a y u s e o r d i s c l o s e personal information for direct marketing despite the provision in subclause 7.1 . Consent: The organization has obtained explicit and informed consent from the individuals for the use or disclosure of their personal information for direct marketing purposes. Consent should be voluntary, and individuals should be aware of the specific purposes for which their information will be used. ii. Opt-Out Mechanism: The organization provides individuals with a clear and easy-to-use option to opt-out of receiving direct marketing communications. Even if consent was initially given, individuals should have the ongoing ability to withdraw their consent and stop further direct marketing communications. iii. Reasonable Expectation: The use or disclosure of personal information for direct marketing is within the reasonable expectations of the individuals based on their relationship with the organization. This may apply in situations where individuals would reasonably expect their information to be used for marketing purposes given the nature of the relationship. Access Part 2 of the Spam Act 2003 to answer the next two questions. c. List the three components of the simplified outline of rules about sending commercial electronic messages. i. Consent: The sender must have the recipient's consent to send commercial electronic messages. Consent is a key factor in complying with anti-spam regulations. ii. Identify: The commercial electronic message must include clear and accurate information about the sender's identity. This includes information about how the recipient can contact the sender.

13 This helps in drawing conclusions and making predictions based on numerical results obtained from surveys or experiments. ii. Content Analysis: Content analysis is used for examining and interpreting the content of qualitative data, such as textual or visual information. This technique is beneficial for categorizing and analyzing themes, sentiments, or patterns within written or visual materials, such as customer reviews, social media content, or interview transcripts. BSBMKG431 Question 3 Define the four components of the marketing mix listed below. Components of the Definition of Components of the Marketing Mix Marketing Mix a. Product The product component of the marketing mix refers to the actual goods or services that a company offers to its customers. This includes the design, features, quality, brand name, packaging, and any additional aspects that make the product unique. The goal is to create a product that meets the needs and wants of the target market. b. Price Price refers to the amount of money customers are willing to pay for a product or service. Setting the right price is crucial, as it affects demand, profit margins, and the perceived value of the product. Pricing strategies can include cost-plus pricing, competitive pricing, value-based pricing, and various discounts or promotions. c. Place Place refers to the channels and methods used to make the product or service available to the target customers. This involves decisions about distribution channels, logistics, inventory management, and the physical locations where the product is sold. The goal is to ensure that the product is easily accessible to the target market. d. Promotion Promotion involves the marketing communication strategies used to promote the product or service and persuade the target audience to buy. This includes advertising, public relations, sales promotions, personal selling, and other promotional activities. The aim is to create awareness, generate interest, and stimulate demand for the product. Question 4 Define the seven elements of marketing planning used during market research listed below

14 Elements of Marketing Planning During Market Research Definition of Elements of Marketing Planning a. Budgets Budgets in marketing planning refer to the allocation of financial resources to different marketing activities. This includes setting specific amounts for advertising, promotions, market research, and other initiatives. Budgets help ensure that financial resources are used efficiently to achieve marketing objectives. b. Finances Finances encompass the overall financial considerations of the marketing plan. This involves not only budgeting but also assessing the overall financial health of the organization, understanding the costs associated with marketing activities, and ensuring that the financial resources align with the strategic goals of the marketing plan. c . O b j e c t i v e s Objectives in marketing planning are specific, measurable, and time-bound goals that the organization aims to achieve through its marketing efforts. These objectives could relate to sales targets, market share, brand awareness, or other key performance indicators. Clear objectives provide direction and a benchmark for evaluating success. d. Strategies Strategies in marketing planning involve the overarching plans and approaches designed to achieve marketing objectives. This includes decisions on product positioning, target markets, pricing, distribution channels, and promotional activities. Strategies provide a roadmap for how the marketing goals will be accomplished. e. Macro Situational Analysis Macro situational analysis involves the examination of external factors that can impact the overall marketing environment. This includes analyzing economic trends, technological advancements, legal and regulatory changes, socio-cultural influences, and other broad factors that might affect the organization's marketing strategy. f. Micro Situational Analysis Micro situational analysis focuses on the internal factors within the organization that can influence the marketing plan. This includes assessing the company's strengths, weaknesses, opportunities, and threats (SWOT analysis), as well as examining internal processes, resources, and capabilities. g. Timelines Timelines in marketing planning outline the schedules and deadlines for implementing various marketing activities. This includes setting milestones, deadlines for specific tasks, and a timeline for achieving overall marketing objectives. Timelines provide a structured approach to the execution of the marketing plan.

Define the four concepts of marketing communications listed below. Question 5 16 Marketing Communications Definition of Marketing Communications Concepts Concepts a. Branding Shapes the identity and perception of a product or company. b. Online Presence Ensures visibility and engagement in the digital space. c. Positioning Defines how a product or brand is positioned in the minds of consumers relative to competitors. d. Public Relations Manages communication to build and maintain positive relationships with various stakeholders. BSBMKG431

Briefly explain each of the seven steps of the marketing communications process listed below . Question 6 17 Steps in Marketing Communications Process Explanation of Steps in Marketing Communication Process a . I d e n t i f i c a t i o n o f the Target Audience The first step involves identifying and understanding the specific group of individuals or entities that the marketing communication is intended to reach. This step lays the foundation for tailoring messages and strategies to resonate with the characteristics, preferences, and behaviors of the target audience. b. Communication O b j e c t i v e s Communication objectives define what the marketing communication intends to achieve. These objectives could include building brand awareness, increasing product knowledge, changing perceptions, or driving specific behaviors. Clear objectives guide the development of effective communication strategies. c. Message Design Message design involves crafting the overall concept and theme of the communication. It includes determining the tone, style, and creative elements that will be used to convey the intended message. The design should align with the brand and resonate with the target audience. d. Message Content Message content refers to the actual information and ideas conveyed in the communication. This step involves deciding on the key points, features, and benefits to be communicated. The content should be relevant, compelling, and tailored to the needs and interests of the target audience. e. Message Structure and Format The structure and format of the message determine how the information is organized and presented. This step involves deciding on the order of content, visual elements, and the overall layout. An effective structure and format enhance the clarity and impact of the communication. f. Media Media selection involves choosing the channels and platforms through which the message will be delivered. This could include advertising channels, social media, email, traditional media, and other communication channels. The choice of media should align with the characteristics of the target audience and the communication objectives. g. Collecting Feedback After the communication is delivered, collecting feedback is crucial for assessing its effectiveness. This involves monitoring audience reactions, measuring response rates, and gathering insights to evaluate whether the communication objectives were met. Feedback informs adjustments for future communications. BSBMKG431

18 BSBMKG431 Question 8 Listed below are two of the products and services that Bounce Fitness offers.  Pre-Workout Powder  Personal Training Answer the following questions about relevant product and service standards of Bounce Fitness’ product and service . a . I d e n t i f y a t l e a s t o n e p r o d u c t s t a n d a r d t h a t a pp li e s t o B o u n c e F i t n e ss ’ P r e - W o r k o u t Powder. The pre-workout powder should comply with industry standards for safety and quality, ensuring that it contains the specified ingredients in the correct proportions, is free from contaminants, and adheres to any regulatory requirements for dietary supplements. b . I d e n t i f y a t l e a s t o n e s e r v i c e s t a n d a r d t h a t a pp li e s t o B o u n c e F i t n e ss ’ P e r s o n a l Training Service. Personal trainers at Bounce Fitness should meet certification and qualification standards established by relevant fitness industry organizations. Additionally, there may be a service standard that mandates personalized fitness plans tailored to individual clients, regular progress assessments, and a commitment to the highest level of customer service. Question 9 Provide at least two techniques used for each of the best practices for marketing listed below: Techniques refer to marketing techniques that are relevant to the best practices related to marketing provided. Best Practices for Marketing Techniqu e a. Digital Marketing i. Search Engine Optimization (SEO): Technique: Optimizing website content, structure, and meta tags to improve visibility in search engine results. This involves keyword research, on-page optimization, and backlink building. ii. Social Media Advertising: Technique: Utilizing paid advertising on popular social media platforms like Facebook, Instagram, or Twitter to target specific demographics. Techniques include creating engaging ad content, defining target audiences, and setting up ad campaigns with precise targeting parameters. b. Branding i. Storytelling: Technique: Crafting and sharing compelling narratives about the brand's origin, values, and mission. This involves creating consistent and relatable stories across various marketing channels to build an emotional connection with the audience. ii. Consistent Visual Identity: Technique: Ensuring a consistent and cohesive visual identity across all brand elements, including logos, color schemes, typography, and imagery. This consistency reinforces brand recognition and establishes a strong visual presence in the market.

19 Question 10 Define the four relevant statistical terms listed below, used in market research from the Australian Bureau of Statistics. Relevant Statistical Terms Used in Market Research Definition of Relevant Statistical Terms Used in Market Research a. Population In the context of statistics, a population refers to the entire group of individuals, items, or events that meet specific criteria and are the subject of a study. It includes all possible observations relevant to a particular research question. b. Observation An observation is a single unit of data collected during a study or research. It can be an individual, an event, or a measurement. Observations are the building blocks of data and are used to draw conclusions and make inferences in statistical analysis. c. Quantitative Data Quantitative data refers to information that can be expressed numerically and is associated with measurable quantities. This type of data is typically used for statistical analysis and includes variables such as height, weight, income, or any other numerical values. d. Qualitative Data Qualitative data consists of non-numeric information that describes qualities or characteristics. It often involves subjective attributes, opinions, or categorical variables. Examples of qualitative data include responses to open-ended survey questions, interview transcripts, or categorical observations. What to submit:  Answers to all questions  References