BSBMKG603

Manage the marketing process

Task 2- Written report

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Candidate Instructions

Purpose of this Assessment task

This assessment task is designed to test your skills in managing the marketing process as required by the
unit BSBMKG603 Manage the marketing process. Your trainer/assessor will be assessing your work and
provide you with constructive feedback on Canvas. This task will assess your skills to:
 Manage marketing performance
 Manage marketing personnel
 Evaluate and improve strategic marketing performance

In this assessment you will analyse the provided case, undertake research using Bounce Fitness website,
and complete the three parts of the project to demonstrate your skills in managing the marketing
process.

What are you required to do to undertake this assessment?

To complete this assessment, you must use the simulated business “BOUNCE FITNESS”. This business is a fitness company
which is in all States within Australia. Bonce Fitness website contains information about the company, Infrastructure, People,
Policies and procedures, Performance of the business, Documents, and scenarios. You can find the login details on Canvas:
http://bounce.precisiongroup.com.au/account/

To successfully undertake this assessment, you should be doing the following:

 Read the provided scenarios and Bounce Fitness additional resources couple of times and
understand the requirements
 Clarify the requirements with your trainer and assessor if you are not sure
 Research appropriate websites as directed by your trainer/assessor
 Complete all the questions in the three sections and upload them on Canvas including any extra
materials such as emails.
 Discuss with your trainer/assessor the contents of the project you will be submitting

Context and conditions of undertaking the tasks?

The prescribed tasks will be undertaken by you after carefully analysing the Bounce Fitness
documentation provided. Your trainer will also provide you guidance on the websites to be researched.
Your trainer/assessor may also set certain conditions under which you will perform the tasks required by
this assessment. For example, your trainer may set a time limit to perform a task or, ask you to repeat a
task or, ask you to give additional information about the performance by asking you some verbal
questions or, they may prescribe you some new conditions to undertake certain tasks.

Given your personal conditions, your trainer/assessor should also be able to make some reasonable
adjustments in undertaking the tasks of this assessment. You should check with your trainer/assessor
about the conditions under which the tasks should be completed, and the possible adjustment they can
make in undertaking these tasks.

What specific WHS requirements may be involved?

This assessment will require you to be aware of the standard Workplace Health and Safety requirements
e.g. Workplace Health and Safety Act and Workplace Health and Safety Legislation Your trainer/assessor
will advise you on these and other legislative requirements.

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Tasks and frequency of performance
Details of the tasks to be undertaken in this assessment are provided in this document. The tasks listed
must be performed at least once.

Getting Started
The assessment may be re-attempted on two further occasions (maximum three attempts in total). All
assessments must be resubmitted three (3) days within receiving your unsatisfactory grade. You must
clearly have “Re-submission” on your resubmitted work.

You must complete all questions unassisted by the assessor or other personnel but may refer to
reference material as may be needed. All questions must be answered satisfactorily for the assessment to
be completed satisfactorily.

For any assessment conducted that is incomplete, or without satisfactory performance, the assessment
will need to be completed again after further training support. This may be simply to focus on question
areas not achieved in the prior assessment.

Submitting your assessment

When you are ready to submit your assessments, upload the files in Canvas via the submission tab. It is
important that you keep a copy of all electronic assessments submitted to Canvas.  Please submit all
assessment components.

Word count
In this assessment some of the questions include a word count. This is a guideline only, but your answers
should not vary substantially (i.e. +/- 10%) from the word count provided. Microsoft Word includes a
word count tool.

Objective To test the required application skills in managing the marketing process.

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Assessment Cover Sheet

Candidate name:

Candidate ID

Trainer’s Name:

Date Submitted:
Candidate declaration: I declare that:
 I have read and understood all the information provided in relation to
the assessment requirements to complete this unit, the instructions
and the purpose and processes of undertaking this assessment task
 This assessment is my own work and where other’s works or ideas have
been borrowed, I have appropriately referenced or acknowledged them
 I understand that plagiarism is a serious offence that may lead to
disciplinary action.

Candidate signature:

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 Task 2 – Written Report
For this assessment, refer to Bounce Fitness additional resources available on Canvas to provide
you with background information.

Part A – Manage marketing performance.

Margaret House (CEO) and Kath Jones (GM Marketing) have requested that you monitor marketing
performance across Bounce Fitness by comparing performance against key performance indicators.
You have been made the team leader for this marketing project and will report directly to Margaret
and Kath.

For Part A, you need to write a report using Appendix A: Marketing Performance Report template
which covers all the points listed below and includes a reference page at the conclusion of the report
detailing all sources of information which were used in preparation of the report. (Approx. 600 words)
Your report must address:

a) Provide an introduction which includes the objectives of your proposal and identified
marketing efforts.

b) Outline two relevant privacy laws and the importance of aligning the marketing activities with
these laws.
c) Identify and outline two other legislative requirements which must be met when conducting
marketing activities and detail their significance.
d) Compare advantages and disadvantages of different types of promotional and sales activities
that might meet Bounce Fitness’s objectives. Make sure you consider costs, human resources,
and different media options.

e) Outline three policies and procedures which must be followed when conducting marketing
activities and their importance to the success of the marketing activities being undertaken.
f) Provide a brief analysis on the customer base of Bounce Fitness and describe two personas for
each of the following target markets, one of which comes from a non-Australian background.
Target markets are 18 to 34-year-olds and 35 to 50-year-olds.
g) Research and analyse two changes in market trends which may impact on the objectives and
goals of Bounce Fitness and provide a brief outline of your findings.
h) Provide an overview of the strategies for each of the following performance targets which
meets the objectives of Bounce Fitness:
a. Strategy for acquiring new customers including the media options and any costs
involved in this process.

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 b. Retention strategies based on customer needs, wants and buying patterns. Include (at
least two) identified opportunities for up- or cross-selling.
c. A customer loyalty strategy which addresses the marketing objectives of Bounce
Fitness and will contribute to the long-term relationships with customers.
i) Establish and list marketing metrics you have determined to be appropriate for the
organization based on your strategies in item (h). Provide your reasoning for the selection you
have made; including their alignment to the objectives of Bounce Fitness. Your marketing
activities should be based on:
a. acquiring new customers
b. customer retention
c. customer loyalty
d. reactivating inactive customers in the data base.

Part B – Manage marketing personnel

Having completed the Marketing Performance Report, you must now use the information you have
researched to communicate marketing objectives to relevant personnel and support their
development to meet the agreed objectives. For Part B, you need to write your answer using
Appendix B: Action Plan. (Approx. 600 words)

a) Identify the personnel (internal and/or external) who need to be included when evaluating
the success of the strategic marketing objectives, and why?
b) Send an email to the personnel involved to provide them with an outline of the marketing
objectives, schedule, and budget. Refer them to the specific section within the action plan
which details their roles and responsibilities. In the email outline two organisational policies
and procedures which relate to marketing process that they must understand and adhere to
and provide encouragement and motivation to help personnel involved to meet their tasks
and responsibilities and achieve success.
c) Develop an action plan for the implementation of the communication strategy. Your action
plan must include information on:
 Resources required
 Personnel required for the task and the assigning of responsibilities
 Your role as part of this marketing activity and your responsibilities
 All steps required to implement the plan
 Goals for each step
 Tactics for achieving goals
 Coaching and mentoring as necessary to support personnel to achieve marketing
objectives
 Set realistic timelines for each action to be taken. (For this assessment, all timelines
are hypothetical.)
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  List the process you will undertake to gain approval for the plan, who will provide the
approval, the timeline for obtaining the approval, and how will you communicate the
request for approval.
d) Now that you have completed the Action Plan, create a survey which can be used to monitor
and assess individual and team performance and correct under-performance to keep on
target for achieving objectives. You are required to list a minimum of six questions on the
survey, which will harness information to assist you in measuring the success of the marketing
activity.

Part C – Evaluate and improve strategic marketing performance

Your marketing activities have been running for approximately six months and you have been
gathering the necessary data and information to evaluate the campaign.
As a result, it has identified the following:
 one of your direct marketing activities over-performed in a positive manner
 one of your direct marketing activities did not perform as well as expected.

You must now prepare a draft report for Margaret and Cath outlining the success of the campaign
and provide them with recommendations for continuous improvement when future direct marketing
activities are conducted.

You have been provided with an Appendix C: Evaluation Report template which must be used to
complete Part C. (600 words)
Your report must address all the following points:

a) Detail the criteria (which could be) used to establish overperformance and how will you
capitalise on this over-performance.
b) Detail the criteria (which could be) used to establish under-performance and how you will
modify your direct marketing activity to change this position.
c) Provide a documented example for both activities and the performance of each activity using a
performance chart, graph, or revenue report.
d) Outline the success of the campaign based on your response to point (c) and discuss how the
marketing campaign has been conducted in alignment with Bounce Fitness goals.
e) Identify and detail areas for continuous improvement which need to be considered when
future marketing campaigns are conducted.
f) Based on the continuous improvements you have identified, outline who will be responsible
for these improvements and why. What is your role in this process?

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Appendix A: Marketing Performance Report
a) Introduction and objectives

The performance report provides information about the organization’s marketing, in order to
assist decision making. This report will enable indicators to be created and results to be followed
in a very consistent manner.

The objective of this document is monitor marketing performance across Bounce Fitness by
comparing performance against key performance indicators.

Objectives

What factors could

How will you know When does the
What will be prevent you from Why is this objective
you have reached objective need to be
accomplished? achieving your important?
your objective? completed by?
objective?
Creating indicators, By monitoring the lack of monitoring Because it sets a It depends on the
results, and results and of performance purpose and a goal end date settled
standards indicators indicators to achieve and up.
work hard for

b) Privacy and Confidentiality (list two relevant regulations and laws)

Privacy Act 1988

Competition and Consumer Act 2010

A culture of data privacy within organizations is essential to reduce the risks inherent in the use of
digital tools and the storage of all information both on our PCs and servers.

c) Legislative requirements (list at least two)

The Australian Consumer Law - ACL – aims to protect consumers and ensure fair trading in
Australia.

Federal Trade Commission – FTC – it is about many aspects of marketing such as how a product is
labeled, how a company conducts email and telemarketing campaigns, the veracity of health or
“green” claims made on products, and also how products marketed impacts children.

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d) Policies and procedures (list three)

Policies and procedures allow an employer to commit to writing the company's values

and mission.
Ensure that the organization are acting according to the law.
Keep management accountable.

e) Customer Analysis

Persona I - 18 to 34 years old

Most of this group are people from overseas that are resident in Australia and a couple of
them are foreign students. All genders.

Persona II – 35 to 50 years old

Australian citizens from all genders.

18 to 34 demographic

Demographic Persona 1 Persona 2 Persona 3

measures
Age 18 – 24 25 - 30 30 - 34
Gender All genders All genders All genders
Level of education College – university University – graduated Post graduated+
Job status Casual – self-employees workers – self-employees workers – self-employees
Cultural background Different Different Different
countries/foreign countries/foreign/residents countries/foreign/residents
Where they get Internet Internet Internet
information to make
purchases
Primary wants and Body building, health, Body building, health, and Body building, health, and
needs and wellness wellness wellness

When do they visit the Daily Three times a week Three times a week
Gym

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35 to 50 demographic

Demographic measures Persona 1 Persona 2 Persona 3

Age 35 – 40 45 – 50 50+
Gender Female Male All genders
Level of education Graduated – post Superannuated Superannuated
graduated
Job status Workers – self Superannuated Superannuated
employees
Cultural background Australian citizen Australian citizen Australian citizen

Where they get Internet – tv Internet – tv Tv

information to make
purchases
Primary wants and Body building, health, health and wellness health and wellness
needs and wellness

When do they visit the Three times a week Three times a week Three times a week
Gym

f) Advantages and disadvantages (list three examples of each)

Activity type Advantages Disadvantages

Advertising Adds to the Cost of Production
different media options to be
and Product
on client’s top mind
Leads to Price Wa
Direct Marketing Help in building Some people find direct
relationships with new marketing annoying and
customers intrusive
Publicity builds credibility and boosts Effects on Sales. In general,
effective competitiveness bad publicity negatively affects
sales

g) Market Trends (at least two examples)

- Increased focus on customer experience

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 - Prepare for marketing to own digital transformation campaigns

h) Strategies (at least three examples for each)

Leads generation - includes tactics that attract interested prospects and convert them
into leads. Offer diet and personalized training plan for those who register on the client
basis would be a good strategy as only people interested would sign to receive
promotions like this.

A customer loyalty program would be a great strategy for retention it

encourages customers to continue the use of the services of the business associated with
the program.

A loyalty strategy would be offering promotional packages with some privileges for those
who sign it like gain a free massage, free classes or even cash back.

a) Provide an overview of the strategies for each of the following performance targets which
meets the objectives of Bounce Fitness:
a. Strategy for acquiring new customers including the media options and any costs
involved in this process.
b. Retention strategies based on customer needs, wants and buying patterns. Include (at
least two) identified opportunities for up- or cross-selling.

i) Suggested marketing activities (at least three for each customer base)

Sales costs + Marketing costs / Number of new customers

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Existing Customer Growth Rate
Customer Churn

NPS (net promoter score) survey.

Reminder Messages
Get Feedbacks, questionaries
Onboarding Surveys

Appendix B – Action Plan

Action plan for Bounce Fitness
Personnel involved Marketing and Sales Team
Communication Objective Customer Retention
Product or service to be marketed Promotional Annual Package with free massages every week
Activity Completion Goals Strategy Required Person Budget Training
date and resources responsibl required
tactics e
Set the A week Settle a Once Digital Marketing $5000 Training
target buyer decided marketing analyst sellers
audience persona the agency about the
target, product
settle the and
channel service
offered
Approval Process

Every step must be approved by the Marketing Manager to move forward.

Email
To: Marketing Manager
Send

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 Marketing team
CC:

BCC:

Subject Action plan for Bounce Fitness

Dear Marketing Manager,

Hope this email finds you well.

I am attaching the Action plan regarding to the “Promotional Annual Package with free massages
every week” for your perusal.

The next steps are: Settling the target audience > Settling a buyer persona > Once decided the
target audience, settle the channel we are going to annunciate > Training sellers about the product
and service offered.

The estimated budget for this role is at this first moment $ 5000.

Looking forward to hearing from you.

Kind Regards.

Appendix C: Evaluation Report

a) Criteria used to establish over-performance

50 conversions within 7 days

b) Criteria used to establish under-performance

Less than 30 conversions in 4 days

c) Over-performance chart/graph/revenue report

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 Under-performance chart/graph/revenue report

d) Marketing campaign success

success of the campaign based on your response to point (c) and discuss how the marketing
campaign has been conducted in alignment with Bounce Fitness goals.
The marketing objective is to retain customers through the Promotional Annual Package with
free massages every week.
Once settled the target audience, we are going to measure the results through our goal of at
least 50 conversions within 7 days.

e) Areas for continuous improvement

The target audience needs continuous improvement as we can see the evolution and
indicators to see how the best way is to deliver the expected budget.

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f) Team and responsibilities for continuous improvement

Description of Aim of How it will be improved

Responsible team
campaign improvement
member
improvement

Monitoring the target Number of By taking the accretive Marketing Analyst

audience performance, conversions decisions through
and results performance analysis

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