BSBMKG552 Design and Develop Marketing Communication Plans - Knowledge Activity (Q & A)

Summative Assessments

The summative assessments are the major activities designed to assess your skills, knowledge and performance, as required to show competency in this unit. These activities should be completed after finishing the Learner Guide. You should complete these as stated below and as instructed by your trainer/assessor.

Skills, knowledge, and performance may be termed as:

• Skills – skill requirements, required skills, essential skills, foundation skills
• Knowledge – knowledge requirements, required knowledge, essential knowledge, knowledge evidence
• Performance – evidence requirements, critical aspects of assessment, performance

Section A: Skills Activity

The Skills Activity is designed to be a series of demonstrative tasks that should be assessed by observation (by the assessor or third party, depending on the circumstances). In some cases, skills will be demonstrated in writing, where the criteria fits.

It will demonstrate all of the skills required for this unit of competency – your assessor will provide further instructions to you, if necessary.

Section B: Knowledge Activity (Q & A)

The Knowledge Activity is designed to be a verbal questionnaire where the assessor asks you a series of questions to confirm your competency for all of the required knowledge in the unit of competency.

Section C: Performance Activity

The Performance Activity is designed to be a practical activity performed either in the workplace or a simulated environment. You should demonstrate the required practical tasks for the unit of competency and be observed by the assessor and/or third party, as applicable to the situation. If the third party is required to observe you, you will need to make the required arrangements with them.

If necessary for the activities, you should attach completed written answers, portfolios, or any evidence of competency to this workbook.

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Section A: Skills Activity

Objective: To provide you with an opportunity to show you have the required skills for this unit.

This activity will enable you to demonstrate the following skills:

• Numeracy:
  • collates and interprets numeric data to analyse trends data, develop targets and prepare budgets for marketing activities
• Reading:
  • identifies, analyses and evaluates complex texts to determine requirements of advertising brief, legislative, regulatory and business requirements
• Initiative and enterprise:
  • develops new and innovative ideas through exploration, analysis and critical thinking
• Planning and organizing:
  • takes responsibility for following implicit and explicit voluntary constraints related to budget, legal and ethical requirements in development of marketing communication plan
  • plans, organises and implements tasks to achieve outcomes with an awareness of client requirements, time and budgetary constraints
• Technology:
  • uses digital technologies to enter data, organise and present

Answer the activity in as much detail as possible.

Equipment needed:

• Access to a computer, printer and the internet
• Access to a word processing applicatio
• Case Study E

Refer to Case Study E – Marketing launch for new product

Imagine you are an employee working in the marketing department at Milano International Pvt. Ltd. You have been tasked with preparing a marketing communication plan for the new product launch described in the case study. Complete the following tasks:

1. Identify and describe three ways to collect product information for the product mentioned in the case study.

2. Identify and describe three communication mix options that will best suit this

3. Identify and state three success measures that could be used for the product. 

Present your answers and information in a one-two page document. Attach this to your workbook and submit it to the assessor.

Section B: Knowledge Activity (Q&A)

Objective: To provide you with an opportunity to show you have the required knowledge for this unit.

The answers to the following questions will enable you to demonstrate your knowledge of:

• Legislative requirements relevant to marketing communication plans
• Key features of marketing communications plans
• Content and format of marketing communication plans including:
  • purpose statement
  • definition of target audience
  • analysis of product or service
  • legal and ethical constraints
  • marketing communication functions and media vehicles
• Procedures for developing budget

Answer each question in as much detail as possible.

1. Describe the legislative requirements relevant to marketing communication plans. (Max. 150 words)
2.  State the key features of the following aspects of marketing communications plans:

• Presenting a marketing communication plan to the
• Receiving feedback on marketing communication plans from relevant stakeholders. (Max. 800 words)

3. Identify and describe the content and format of marketing communications plans, including:

• Purpose statement
• Definition of target audience
• Analysis of product or service
• Legal and ethical constraints
• Marketing communication functions and media vehicles.

(Max. 1000 words)

4. Outline the steps for developing budget (Max. 300 words)

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance elements for this unit.

This activity will enable you to demonstrate the following performance evidence:

• Design and develop at least one marketing communication

Answer the activity in as much detail as possible. Equipment needed:

• Access to a computer, printer and the internet
• Access to a word processing application
• Example organisation, information and resources (if required).

1.       For your own organisation or an example/hypothetical organisation, design and develop a marketing communication plan.

Describe the company profile and perform the following tasks in as much detail as possible.

You will first need to describe the product for which you are going to develop the communication plan and then complete the following tasks:

Identify and confirm the:

• marketing communication purpose and objectives
• expectations of the plan
• budget
• timeline
• target audience
• Prepare a one-page survey questionnaire document that asks the customers about their requirements for the product you have chosen to be launched by undertaking research according to task requirements
•  Identify and describe the communication mix options that will best fit the product
• State the two advantages and disadvantages each for the communication mix options identified for your product in approximately 50 words for each option
•  Develop a table showing the marketing communication matrix for the product. You may use the following table format below for your matrix. Feel free to add and delete columns and rows according to your needs.

Document all the tasks performed for the marketing communication plan in your workbook, along with the marketing communication plan. Learners will also need to attach the one-page survey questionnaire to their workbooks.

Case Studies

Case Study A – Training the Marketing Associates

FitFan Pvt. Ltd. is a sports equipment manufacturing company. It has a global reach with sales in over 10 countries of the world. The company also sells through its website, where they have different sections for the wholesalers and retailers. It was observed that in the first year, the turnover rate increased by 10%, and in the second consecutive year, it increased by 16%. However, the marketing team has documented issues as the new employees joining the team would have their own ways of doing the assigned tasks. The marketing team has come up with a solution to conduct a series of 12 sessions each year for the new joiners for 12 days.

Dan, the Marketing Manager, has started a series of training for the employees working in the Marketing Department this year. Ron, who is one of the staff working in the Marketing department, has been assisting Dan with conducting the training series. The next training session planned by Dan is on ‘Undertaking and documenting market research’. Ron has been given the responsibility of preparing a one-page document that can be used for the training.

Case Study B – Marketing budget plan

The following marketing budget plan was prepared by the Marketing Associates working at Seal and Pack Pvt. Ltd., a packaging company.

Case Study C – Marketing communication plan

Spike Pvt. Ltd. is a bicycle manufacturing company. The Marketing Manager at the company prepared the marketing communication plan for the launch of a new model of the bicycle. The bicycle model to be launched is a sports bicycle edition Model no. 7e.

The communication plan was as follows:

Case Study D – Stakeholder’s feedback on the marketing communication plan

The Marketing Manager at Spike Pvt. Ltd. prepared the marketing communication plan for the launch of their new model of the bicycle. The bicycle model to be launched is a sports bicycle edition Model no. 7e.

The communication plan that was already analysed in one of the activities earlier is as follows:

The marketing associates received the following feedback from the stakeholders:

1. Increase the use of social media even though that would mean to increase the costs in the marketing
2. Implement promotional offers, such as free products like hand gloves and headgears for buyers up to 3 months after the

Case Study E – Marketing launch for new product

Milano International Pvt. Ltd. is a cosmetic manufacturing company. It deals with all cosmetics which are used for the purpose of applying make-up for women. They have approximately 3000 products in the market.

The company is looking at doing a big launch for one of the lines of lipstick products named ‘Lip Wonders’. This lipstick is smudge-proof, 12- hours long-lasting and has 50 shades to choose from.