SITXMPR007 Develop and implement marketing strategies :
|Assessment Type||Assessment Task 2||Time allowed|
|Due Date||Location||SCCM||Term / Year|
|Unit of Competency|
|National Code/Title||SITXMPR007 Develop and implement marketing strategies|
|Student Name||Student ID|
|Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source.||Signature: _________________________ Date: ________________________|
|RESULTS (Please Circle)||☐SATISFACTORY||☐NOT SATISFACTORY|
|Feedback to student:|
|*If Student is Not Satisfactory Reassessment Required ☐ Yes ☐ No||Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback. Signature: ________________________ Date: ______/_______/___________|
|Instructions to the Candidates aware of and understand the SCCM’s policy on plagiarism and certify that this assignment is their own work, except where indicated by referencing, and that student have followed the good academic practices noted above.|
SITXMPR007 Develop and implement marketing strategies Assessment Information
The assessment tasks for SITXMPR007 Develop and implement marketing strategies are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily.
marketing strategies Assessment Plan
|1. Written questions||You must correctly answer all questions.|
|2. Marketing Plan Project||You are required to research and develop a marketing for a case study hotel.|
|3. Implement Marketing Plan||You are required to perform several activities as set out in the Marketing Plan.|
|4. Marketing activities evaluation||You are required to review and evaluate the success of their Marketing Plan and implementation activities.|
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions at all.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it, and hand it to your assessor, who will countersign it and then keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
If you do not agree with an assessment decision, you can make an assessment appeal as per your RTO’s assessment appeals process.
You have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner.
Each should include:
- Course identification code
- Assessment Task number
- Document title (if appropriate)
- Student name
- Date it was created
For example, SITXMPR007 Marketing Plan Joan Smith 20/10/20
You will be provided with the following resources before you begin each Assessment Task.
Assessment Task 2
- Marketing Plan Template
Assessment Task 4
- Evaluation Report Template
Each assessment task in this booklet consists of the following:
Assessment Task Cover Sheet
This must be filled out, signed and submitted together with your assessment responses.
If you are submitting hardcopy, the Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the cover sheet, fill it out and sign it, then scan this and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback in the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on re-assessment opportunities as per
your RTO’s re-assessment policy.
Depending on the task, this may include
- resubmitting incorrect answers to questions (such as short answer questions and case studies)
- resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
- redoing a role play after being provided with appropriate feedback about your performance
- being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.
Assessment Task Information
This gives you:
- a summary of the assessment task
- information on the resources to be used
- submission requirements
- re-submission opportunities if required
Assessment Task Instructions
These give questions to answer or tasks which are to be completed.
Your answers need to be typed up using software as indicated in the Assessment Task Instructions.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name and the date.
This will be used by your assessor to mark your assessment. Read through this as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses.
You are required to research and develop a marketing for a case study hotel.
This assessment is to be completed in the simulated work environment in the RTO.
- Access to textbooks and other learning materials
- Computer with Microsoft Office and internet access
- Marketing Plan Template
Your assessor will advise you of the due date of these submissions.
- Draft Marketing Plan
- Email with Marketing Plan attached
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Carefully read the following:
|You have recently been appointed the Marketing Manager of a new hotel in the capital city of the state or territory where your RTO is situated. The building was originally a boarding house for itinerant factory workers. A large local family bought the nearly derelict building and renovated it into a simple hotel. They are preparing to open it in the coming months and want to ensure that there is a marketing plan in place prior to the opening.|
Complete the following activities:
|Meet with the hotel owner. As the first step in developing a marketing strategy and plan for your new employer, you are required to meet with one of the hotel’s owners to get information on the hotel’s internal business environment. Prior to the meeting, review the contents of the marketing plan that you will be developing in activity 3. Take notes on the information that you will need to have by the end of the meeting for you to complete a first draft of that plan. During the meeting, you should: Establish the location and position of the hotelDetermine what the owners’ business values are and what direction they want to take the business inConfirm what the business’ core activities will beDiscuss who the hotel’s customer base could beIdentify any current and past marketing that has been carried out and how effective it has beenReview the previous performance of the hotel to identify what its strengths, weaknesses and critical success factors wereIdentify the business’ current capabilities and resourcesDiscuss whether specialist assistance will be required for specific tasksDetermine what the company’s current communication capabilities areEstablish what the company’s experience with e-business has been and how they envision this moving forwardDiscuss the company’s experience with the equipment that will be required to run the hotel and what the staff skill levels areDetermine what the company’s financial resources areFind out what the hotel’s hours of operation will beEstablish what human resources are available to run the hotel|
During the meeting, you are required to demonstrate effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding Take notes on the information you receive to use in activity 3..
|Research the external business environment Using the information given to you in the meeting with the hotel owner, research the business environment that the hotel will be operating in. Use the internet to research the following: The expected market growth or decline, including local, national and international factors.Associated risk factors and how they could be mitigated.Projected changes in the labour force, population and economic activity of the city that the hotel will be operating inInformation on market competitorsIndustry and customer trends and developmentsEmerging technologies and innovations relevant for the hotelLegal requirements for the hotel including: Australian consumer lawCopyright and intellectual property considerationsThe relevant parts of the Privacy Act 1988Any issues arising from the use of new technologies described aboveEthical requirementsSustainability requirements Potential business impacts for the hotel’s owners: short, medium and long-termSummarise best practice in hotel marketing and managementDiscuss the marketing techniques specific to the hotel marketEvaluate the potential of current and emerging marketing technologies for the hotel’s marketing activities.Identify the relevant marketing issues relevant to the hotelIdentify and analyse opportunities for the hotel based on the market analysis. In particular, creative marketing opportunities should be identified. Take notes on your research to assist you in the next activity.|
|Develop a Marketing Plan When understand the internal and external business environments the hotel will be operating in, you are required to develop a marketing strategy for the hotel and a Marketing Plan that will manifest this strategy. Your Marketing Plan will need to begin by detailing the internal and external business environments that you been researching. Your Marketing Plan should then set out your marketing strategies for the hotel. This should include new and innovative marketing approaches. The marketing strategies should be consistent with direction and values of the company. They should involve current and emerging marketing technologies and the opportunities they present. The sustainability considerations, opportunities and constraints inherent in the marketing strategies should also be explained. In particular, those related to: The cultural and social sustainability of the marketing strategyThe economic sustainability of the marketing initiatives When the marketing strategies have been established, the marketing plan should have a detailed, realistic implementation plan and monitoring program. This should clearly describe the marketing activities that will need to be undertaken. For each activity, establish the following: Priorities (high, medium or low)ResponsibilitiesTimelines BudgetsBenchmarks Use the Marketing Plan Template to guide your work. You will be revising your Marketing Plan following a meeting with stakeholders, so save this version of the document as Draft Marketing Plan. When completed, submit your Draft Marketing Plan to the hotel owner (your assessor).|
|Meet with stakeholders When you have completed the draft version of your Marketing Plan you are required to present it to a group of stakeholders (which includes owners, staff and customers) so they can contribute to its development. Explain each point of your Marketing Plan to the stakeholders, answering any questions that are asked. When you have explained your strategies and plan, ask the stakeholders whether they would like to see changes made to it, or if they are prepared to endorse what you are proposing. During the meeting, you are required to demonstrate effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding|
|Revise Marketing Plan Following the stakeholder meeting, revise your marketing plan to reflect the feedback you received. Save this version of the document as Marketing Plan.|
|Send an email to your assessor. The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachment and ask for their feedback and approval of the Marketing Plan. Attach your Marketing Plan to the email.|
|Did the student:||Completed successfully||Comments|
|Confirm the company’s core activities, their customer base, current business direction and business value?|
|Analyse the hotel’s current and past marketing and its effectiveness?|
|Review the owners’ business performance and identify strengths, weaknesses and critical success factors?|
|Identify the company’s current capabilities and resources?|
|Identify the need for specialist assistance?|
|Report all relevant information as requested by the owner?|
|During the meeting with the owner, demonstrate effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding|
|Analyse the expected market growth or decline?|
|Analyse the associated risk factors?|
|Analyse any forecasted changes to the local labour force, population and economic activity?|
|Analyse information on at least three market competitors?|
|Analyse relevant industry and customer trends and developments?|
|Analyse relevant emerging technologies and innovations?|
|Analyse the hotel’s legal, ethical and sustainability requirements?|
|Analyse potential business impacts on the hotel’s owners?|
|Analyse at least two marketing opportunities that you have established, based on the internal and external market analysis you have performed?|
|Outline at least two new and innovative marketing approaches.?|
|Develop at least two marketing strategies for the hotel?|
|Explain how their marketing strategies are consistent with the company’s direction and values?|
|Develop marketing strategies in consultation with key stakeholders?|
|Develop marketing strategies that integrate relevant legal, ethical and sustainability considerations?|
|Clearly describe marketing and monitoring activities that need to be carried out, including priorities, responsibilities, timelines and budgets for each?|
|Provide opportunities for their colleagues to contribute to their Marketing Plan?|
|During the meeting with the stakeholders, demonstrate effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding|
|Submit their Marketing Plan to the owners for approval as requested by the owner?|
|Task Outcome:||Satisfactory ¨||Not Satisfactory ¨|