MCC4-20_2

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The University of Sydney *

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MKG435

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Marketing

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May 16, 2024

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pdf

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 1 of 19 ASSESSMENT TASK 1 – KNOWLEDGE QUESTIONS Assessment task description This is the first (1) assessment task which consists of nine (9) written knowledge questions. You must complete all the knowledge questions at the required level to get a “Satisfactory” outcome. Purpose of the assessment task The purpose of this assessment task is to assess your knowledge of the following: Legislations affecting marketing, data collection and analysis techniques, marketing industry knowledge, communication techniques, organisational structures, relevant products and service standards, best practice in relation to marketing, relevant statistical terms used by Australian Bureau of Statistics, consumer behaviour, digital marketing, marketing strategy objectives. Assessment conditions and resources Assessment will be conducted in a safe simulated classroom environment at 401 Sussex Street, Sydney where you will have access to Learner guide, PowerPoint, office technology such as computer, internet, WIFI, software, access to virtual company – Australian Hardware - http://australianhardware.simulations.australiantrainingproducts.com.au/ , Copies of Business Plan and Marketing Plans and relevant websites. 1.1. Refer to the following two (2) legislations and explain how it would have an impact on the marketing role. (Guide: 30 - 40 words for each item) Competition and Consumer Act 2010 The Australian Competition and Consumer Commission (ACCC) Its main aim is to encourage fair trading and competition and protect the interests of the consumers. The act covers product safety, product labelling, unfair market practices, price monitoring, industry regulations and mergers and acquisitions. Hence, marketers are expected to abide by the terms of the act to avoid penalty. Anti-Spam Legislation Spam Act 2003 This act restricts unsolicited commercial electronic messages known as spam. Hence, marketers are expected to avoid sending any spam messages to users who have not signed up for a messaging or email service. The Privacy Act 1988 (Privacy Act) This act governs how personal information of consumers is handled by companies. Marketers have to be careful of collecting, storing and using personal data of consumers as such data has to be stored in a secure manner and prevented from misuse. 1.2. In a marketing role, data collection and analysis are critical. Explain why would you collect data and what data collection and analysis techniques could you use if you were in a marketing role. ( Guide: 50 – 80 words) As a marketer I would collect data as it would help in knowing about customer trends and about their likes and dislikes. I would use data collection methods such as research surveys, personal interviews and brainstorming sessions. To analyse data, I would use a mixture of qualitative and quantitative analysis methods. 1.3. Explain the four (4) c omponents of the marketing mix and explain why would you use them in a marketing role. (Guide: 40 – 50 words) 4P’s :

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 2 of 19 Product: It is the first component of the marketing mix and refers to the item being sold. This component would be used to analyse design, features and functional aspects. Price: It is used to determine the cost incurred by the customer to acquire the product. Marketers decide the pricing strategies depending on the type of products – premium pricing or value based pricing. Place: It is used to represent the location where product will be sold. It may include distribution strategies such as retail stores or ecommerce. Promotion: It is used to decide the ways awareness regarding product will be created. Examples include outdoor promotions, online promotions and media advertising. 1.4. Marketing plans are key factors in the success or failure of most businesses. Refer to the following marketing plans and explain why they are critical. (Guide: 40 – 50 words for each item) Company financials and footfall These are important as they predict the financial health of a company. A company with sound financials is likely to have a higher promotional budget. Footfall shows the number of customers visiting a store. Higher footfalls means higher chances of sales. SWOT Analysis It is an indicator of strengths, weaknesses, opportunities and threats faced by a company. SWOT analysis is important as it helps a company in knowing about its strengths and weaknesses and also upcoming opportunities and threats. Such an awareness helps companies in planning for possible challenges. Marketing Objectives and Metrics Marketing objectives and metrics indicate the specific goals which companies want to attain via a marketing plan. These are important as they help in determining success and measure the progress based on performance parameters. For example, key performance indicators (KPIs) may be used to track performance. Action Plan It shows the implementation plan for a specific purpose and defines the roles and responsibilities of various team members. An action plan helps in putting plan to action and clarifying the actions to be taken as per defined timelines. 1.5. Communication is critical in a marketing role. Explain different types of communication concepts and processes you can use in a marketing role.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 4 of 19 The key financial objectives are to generate at least $300 million in sales every month, ensure a minimum 10-15% gross profit growth each year, control fixed costs and maintain cost of goods sold at 50% of gross revenue. c) Products/ services / customer profile The key products include timber, hardware, tools, paint, housewares, outdoor and garden products. The target customer segments include home improvers, DYIs and tradespersons who are owners or managers of small and medium enterprises and individual contractors. 1.7. List marketing best practices you can use in your marketing role to grow your business. (List a minimum of six (6 ) 1 Setting specific goals 2 Defining the target market 3 Creating a brand identity 4 Creating brand awareness 5 Selecting marketing communication channels 6 Creating marketing communication messages 7 Doing market research on customer likes and preferences 1.8. Australian Bureau of Statistics used a statistical language to help you understand a range of statistical concepts and terms with simple explanations. Research the Australian Bureau of Statistics website https://www.abs.gov.au/websitedbs/d3310114.nsf/home/Basic+Survey+Design+- +Analysis and explain four (4) relevant statistical terms used by the Bureau. ( Guide: 100 – 150 words) 1 Descriptive statistics are summary measures that are derived from observation in the population and provide details about the variation in variables. For example, descriptive statistics may provide detail about age distribution, gender distribution and income distribution depending on the data sample. 2 Outliers are observations that appear to be inconsistent with the rest of the data. These need to be investigated to ascertain if they are caused due to errors in the data. Before selecting a treatment method for outliers, it I critical to know their origin. 3 Mean is a measure of location and is an average of set of population values. 4 Median is the middle value when values are arranged in the order of their size. 1.9. Research some digital channels available to businesses and consumers and a) explain the benefits of digital marketing; and b) explain five (5) different types of digital channels marketing managers can use to promote their products and services. Refer to http://www.sitezero.com.au/Blog/digital- marketing/Post/the-8-types-of-digital-marketing-channels-you-must-know-about for assistance. (Guide: 50 – 80 words in total) Benefits 1 Global reach as websites can be accessed in different parts of the world. 2 Lower costs than traditional marketing methods. 3. Higher customer engagement Digital channels 1 Search engine marketing means using paid advertising to place website results on search engine results page.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 5 of 19 2 Search engine optimisation means optimising website for showing up in search engines. 3 Content marketing means promoting products and services via content such as blogs and articles. 4 Affiliate marketing means selling products and services via agents and paying them commissions on sales. 5 Social media marketing means using social media for promotions. ASSESSMENT TASK 2: PROFILING THE MARKET Assessment task description This is the second (2 nd ) assessment task which consists of a scenario and practical activities including a role-play. Purpose of the assessment task The purpose of this assessment task is to assess your skills in being able to identify marketing opportunities, analyse opportunities and evaluate opportunities. Assessment conditions You will have access to computer, internet, WIFI, software, access to virtual company including access to a virtual company Australian Hardware - http://australianhardware.simulations.australiantrainingproducts.com.au/ Copies of Business Plan and Marketing Plans will be provided to you in the folder “Supporting Materials”. Please access this folder for all supporting documents including learner guide and PowerPoint. Activities: Read the scenario below and complete activities below as directed. Scenario: You have completed the work placement and Mirka offered you a part time position to join the Wollongong store regional marketing team. The local marketing teams, in each Australia Hardware store, are responsible for regional marketing, promotions, and sales. The head office understands that each Australian Hardware store has its own local community and therefore each regional store is better to plan its own promotions, sales, and marketing activities as its staff understands the local customers and their needs. However, to ensure that the Australian Hardware’s brand is recognisable nationally , all stores must use the company’s approved logos and formatting. The head office approves all national advertising campaigns, such as national TV and radio ads. You have attended a meeting with the Wollongong store manager and team. The team has decided to introduce a new range of products to its store. The new line of products would be BBQ and the new line of outdoor furniture . As discussed at the meeting, your Wollongong team is now working on profiling the market. You have been responsible to research and identify the information on the website and the internet, and information to be able to segment the market. Access the link: http://australianhardware.simulations.australiantrainingproducts.com.au/ , so that you can access information and able to address the following points.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 6 of 19 2.1. Access the Australian Hardware organisational documents and locate the information on the organisation that will assist you with segmenting the market relevant to the hardware industry. List the information you identified in the space below that will assist you to segment the market. (Guide: 150 - 200 words) Marketing plan: Australian Hardware’s customers include tradespersons and general public. Most of them need little assistance. The company encourages its customers to visit its stores for getting latest assistance. There is a growing section of online customers who buy products from the website. The company needs to continuously update its website. Customers may be segmented based on: • Demographics: Males and females aged between 20 and 60 years with full time employment and an average income of $60000. • Geographic: Primarily living in Australia within 50km of a major city or regional population centre • Behaviour: Customers having own home, long-term rent or managing trade business, tech literate, moderately sensitive on price, value style, luxury and convenience, value quality, customer service, customer experience and ethical practices The total number of customers estimated to be up to 7 million people. • Target group/ audience Home Improvers 3 million DYIs 2 million Tradespersons Upto 2 million 2.2. Now that you have reviewed the information available from the intranet and the internet when completing point (a). Select the best methods for segmenting the market in accordance with the Australian Hardware Marketing Plan and other information you identified and list your choice of methods of segmenting the market below which you believe is the most suitable. (Guide: 100 - 150 words) The best methods for segmenting the market are: • Behavioral segmentation: In such segmentation, the customers are selected based on their specific habits. BBQ and outdoor furniture shall be preferred by those who own large homes and are interested in home improvement services. These customers are technically advanced and can install products with minimal assistance.

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