Assignment:
Identify and evaluate marketing opportunities
Getting started
The assessment activities in this booklet are designed to provide you with the opportunity to demonstrate your competence in the unit BSBMKG501 Identify and evaluate marketing opportunities.
Assessment submission
When you are ready to submit your assessment, upload the file to OpenSpace using the Assessment Upload links in the relevant study period of your course. The Student Lounge provides a ‘Quick Guide to Uploading Assessments' if you need further assistance. Uploading assessments to OpenSpace will enable Open Colleges to provide you with the fastest feedback and grading on your assessment. Alternatively, you can print and post your assessment to:
Open Colleges
PO Box 1568
STRAWBERRY HILLS NSW 2012
Please ensure that you use the Open Colleges Assessment Cover Sheet (available in the Student Lounge in OpenSpace). Where assessments are submitted by post, grades and feedback will be released on OpenSpace. Please note that assessments submitted by post may take up to 21 days from the date received by Open Colleges to grade and are reliant on the efficiency of the postal service.
It is important that you keep a copy of all electronic and hardcopy assessments submitted to Open Colleges.
Competency details
This unit describes the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations. It applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media organisation.
Assessment summary
For this unit of competency you will be required to complete four assessment tasks to be deemed as competent.
1. Multiple Choice Questions
2. Multiple Choice Questions
3. Report - Marketing Opportunities
4. Presentation - PowerPoint, Presentation Plan
It is important to look at the evidence checklists provided in each assessment to ensure that you have completed all the set activities and tasks and submitted all the evidence which has been requested for each assessment before your final submission.
General instructions
The purpose of this assessment to provide you with the opportunity to display the necessary skills and knowledge to:
• identify marketing opportunities
• investigate the marketing opportunities which have been identified
• evaluate operations of the business and the changes needed to incorporate the new marketing opportunities.
Each of the assessments listed above are provided as separate documents and all required evidence for each assessment is to be uploaded into the Assessment Portal on Open Space.
Note: Please submit all assessment components in one file, or with as few attachments and separate documents as possible; i.e. do not include templates or emails in separate documents - place them all in the one document.
Presentation instructions
For this assessment, you will be required to using the CoffeeVille case study and complete the activities listed below.
You will need to conduct research to ensure that the information you are including is current and relevant to the case study.
You may also refer to the learning materials which have been provided, to assist you in completing the relevant activities.
CoffeeVille Case Study:
CoffeeVille is a Melbourne based café owned by Rufus and Emma Belcastran who are brother and sister. The business began operation in 2009; prides itself on its quality products and service and believes there is a need to be active in their local community.
CoffeeVille provides a range of food and beverages tailored to the breakfast/lunch service times within the busy Melbourne inner-city district.
Coffee products used by CoffeeVille are sourced globally and the organisation also supports communities on a global scale by purchasing quality products which have been bought based on fair trade best practice.
CoffeeVille supports communities in other ways by:
• sourcing local products where possible
• sourcing and using organic ingredients and products wherever they are able to
• tailoring their products to the needs of their customers (such as including both vegetarian and gluten-free products and menu items).
CoffeeVille has developed all the necessary policies, procedures and financial reports to monitor and review all their business practices on a regular basis to ensure the growth of the business by establishing the appropriate market trends to suit their style of café.
Due to the growth of their business, they have employed you as the Marketing Manager for CoffeeVille. Rufus and Emma originally managed this area of the business but have reached a point where they must relinquish this area to someone with the skills and knowledge to develop the products and services they are passionate about and expand the market where possible.
Activity 1: Presentation
Activity Overview: Preparing and presenting marketing opportunities to management
You have now completed your Marketing Opportunities Report (Assessment 2) which Rufus and Emma had requested. Before you can implement any of the information contained in your report to complete other marketing tasks as a part of your role as Marketing Manager, you will need to meet with Rufus and Emma to discuss your report findings.
Activity instructions:
For this activity, you will be required to complete two activities which will demonstrate your ability to communicate the information contained in your Marketing Opportunities Report to Rufus and Emma so that they can confirm their understanding of your findings within the report.
In preparation for your meeting with Rufus and Emma regarding the marketing opportunities you need to prepare a presentation on your findings and use the report which was created in Assessment 2, which you will deliver when you meet with them.
a) For this activity, you will be required to create a PowerPoint presentation which has a minimum of 10 slides and addresses the key points within your report. Your presentation will need to be submitted as evidence for this activity.
b) Your report must include the key points which include:
• identifying the two marketing opportunities
• justifying why are they viable for CoffeeVille and are a good fit for CoffeeVille
• briefly explaining what a marketing mix is (i.e. product, price, promotion, place)
• briefly outlining your proposed changes.
This only needs to be an outline so it is recommended you keep your points concise and use bullet points where possible.
You need to be creative with your slides and choose graphics, charts and any other visual components which will suit your audience.
You must use appropriate content and language throughout your presentation which is to a level which is suitable for management of CoffeeVille.
Activity 2: Communication skills
As part of your presentation, you will need to create a Presentation Plan using the template provided in Appendix A: Presentation Plan Template, which demonstrates how you will deliver the presentation you have created in Activity 1 above. Points which must be included within your template include:
• an explanation of the listening techniques you will use to ensure that you understand any questions or issues Rufus and Emma have with your report and presentation. Provide examples of how you can apply your listed techniques.
• include a list of prompts which you will use during your presentation to elicit opinions and feedback from Rufus and Emma. These should be directly related to the report you have created and the presentation you are conducting. For example, create some direct questions you could ask which will ensure that you get a response from your audience.
Note: You must submit the completed template provided in Appendix A: Presentation Plan Template for this activity.