BSBMKG549
Vu170400000000
BSBMKG549StudentPackV10.0.docx
Student Pack
Student Pack
What is the purpose of this document?
The Student Pack is the document you, the student, needs to complete to demonstrate competency. This document includes the context and conditions of your assessment, the tasks to be completed by you and an outline of the evidence to be gathered.
The information includes the following:
· Information related to the unit of competency
· Guidelines and instructions to complete each task and activity
· A student evaluation form
Student Evaluation Form
Link to other unit documents
· The Student Pack is a document for students to complete to demonstrate their competency. This document includes context and conditions of assessment, tasks to be administered to the student, and an outline of the evidence to be gathered from the student.
· The Unit Mapping is a document that contains information and comprehensive mapping with the training package requirements.
· The Unit Requirements is a document that contains information related to the unit of competency for the Training Organisation staff and students.
Document Usage
CAQA Resources
Student Pack © 2019 CAQA Resources, CAQA and RTO Training Resources
This template and all its including associated content is a copyrighted work under Australian and other copyright laws. Do not submit copies or modifications of this template to any website or any third parties. Please review the following license agreement to learn how you may or may not use this template.
Copyright protects this material. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher to use for a specific intended purpose. The only exception is brief quotations embodied in critical reviews and certain other noncommercial uses permitted by Copyright Act 1968 (Cth). For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
If you believe that information of any kind in this publication is an infringement of copyright, in the material in which you either own the copyright or are authorised to exercise the rights of a copyright owner, and then please advise us by contacting CAQA, Career Calling International Pty. Ltd. 2/10 Lawn Court, Craigieburn, Victoria 3064.
1. Student and trainer details
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Student details |
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Full name: |
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Student ID: |
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Contact number: |
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Email address: |
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Trainer details |
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Full name: |
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2. Qualification and unit of competency
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Qualification/Course/Program Details |
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Code: |
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Name: |
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Unit of competency |
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Code: |
BSBMKG549 |
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Name: |
Profile and analyse consumer behaviour for international markets |
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Releases: |
1.0 |
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Release date: |
19/Oct/2020 |
3. Assessment Submission Method
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☐ By hand to trainer/assessor ☐ By email to trainer/assessor ☐ Online submission via Learning Management System (LMS) ☐ Any other method _________________________________________________ (Please describe here) |
4. Student declaration
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· I have read and understood the information in the Unit Requirements prior to commencing this Student Pack · I certify that the work submitted for this assessment pack is my own. I have clearly referenced any sources used in my submission. I understand that a false declaration is a form of malpractice; · I have kept a copy of this Student Pack and all relevant notes, attachments, and reference material that I used in the production of this Student Pack; · For the purposes of assessment, I give the trainer/assessor permission to:
· Reproduce this assessment and provide a copy to another member of staff; and · Take steps to authenticate the assessment, including communicating a copy of this assessment to a plagiarism checking service (which may retain a copy of the assessment on its database for future plagiarism checking).
Student signature: ________________________________
Date: ____/_____/______________
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5. Assessment Plan
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The student must be assessed as satisfactory in each of the following assessment methods in order to demonstrate competence in a variety of ways. |
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Evidence number/ Task number |
Assessment method/ Type of evidence/ Task name |
Sufficient evidence recorded/Outcome |
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Assessment task 1 |
Knowledge Test (KT) |
S / NS (First Attempt) S / NS (Second Attempt) |
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Assessment task 2 |
Skills Test (ST) |
S / NS (First Attempt) S / NS (Second Attempt) |
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Assessment task 3 |
Skills Test (ST) |
S / NS (First Attempt) S / NS (Second Attempt) |
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Outcome |
C ☐ NYC ☐
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Date assessed:
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Trainer signature:
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6. Completion of the Assessment Plan
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Your trainer is required to fill out the Assessment Plan Outcome records above, when: · You have completed and submitted all the requirements for the assessment tasks for this cluster or unit of competency. · Your work has been reviewed and assessed by your trainer/assessor. · You have been assessed as either satisfactory or unsatisfactory for each assessment task within the unit of competency. · You have been provided with relevant and detailed feedback. Every assessment has a “Feedback to Student” section used to record the following information. Your trainer/assessor must also ensure that all sections are filled in appropriately, such as: · Result of Assessment (satisfactory or unsatisfactory) · Student name, signature and date · Assessor name, signature and date · Relevant and detailed feedback
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7. Unit Requirements
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You, the student, must read and understand all of the information in the Unit Requirements before completing the Student Pack. If you have any questions regarding the information, see your trainer/assessor for further information and clarification. |
Pre-Assessment Checklist: Task 1 - Knowledge Test
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The purpose of this checklist |
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The pre-assessment checklist helps students determine if they are ready for assessment. The trainer/assessor must review the checklist with the student before the student attempts the assessment task. If any items of the checklist are incomplete or not clear to the student, the trainer/assessor must provide relevant information to the student to ensure they understand the requirements of the assessment task. The student must ensure they are ready for the assessment task before undertaking it. |
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Section 1: Information for Students |
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☐ Make sure you have completed the necessary prior learning before attempting this assessment. ☐ Make sure your trainer/assessor clearly explained the assessment process and tasks to be completed. ☐ Make sure you understand what evidence is required to be collected and how. ☐ Make sure you know your rights and the Complaints and Appeal process. ☐ Make sure you discuss any special needs or reasonable adjustments to be considered during the assessment (refer to the Reasonable Adjustments Strategy Matrix - Appendix A and negotiate these with your trainer/assessor). ☐ Make sure that you have access to a computer and the internet (if you prefer to type the answers). ☐ Make sure that you have all the required resources needed to complete this assessment task. ☐ The due date of this assessment task is in accordance with your timetable. ☐ In exceptional (compelling and compassionate) circumstances, an extension to submit an assessment can be granted by the trainer/assessor. Evidence of the compelling and compassionate circumstances must be provided together with your request for an extension to submit your assessment work. ☐ The request for an extension to submit your assessment work must be made before the due date. |
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Section 2: Reasonable adjustments |
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I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as provided in Appendix A and attached relevant evidence as required and select the correct checkbox. ☐ I do require reasonable adjustment ☐ I do not require reasonable adjustment |
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Declaration (Student to complete) ☐ I confirm that the purpose and procedure of this assessment task has been clearly explained to me. ☐ I confirm that I have been consulted about any special needs I might have in relation to the assessment process. ☐ I confirm that the criteria used for this assessment has been discussed with me, as have the consequences and possible outcomes of this assessment. ☐ I confirm I have accessed and understand the assessment information as provided in the Training Organisation’s Student Handbook. ☐ I confirm I have been given fair notice of the date, time, venue and/or other arrangements for this assessment. ☐ I confirm that I am ready for assessment.
Student Name: ______________________________________
Student Signature: ___________________________________
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Assessment method-based instructions and guidelines: Knowledge Test
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Assessment type
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· Written Questions
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Instructions provided to the student:
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Assessment task description:
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· This is the first (1) assessment task you must successfully complete to be deemed competent in this unit of competency. · The Knowledge Test is comprised of seven (7) written questions · You must respond to all questions and submit them to your Trainer/Assessor. · You must answer all questions to the required level, e.g. provide an answer within the required word limit, to be deemed satisfactory in this task · You will receive your feedback within two (2) weeks, and you will be notified by your Trainer/Assessor when your results are available.
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Applicable conditions:
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· All knowledge tests are untimed and are conducted as open book assessment (this means you can refer to your textbook during the test). · You must read and respond to all questions. · You may handwrite/use a computer to answer the questions. · You must complete the task independently. · No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory. · As you complete this assessment task, you are predominately demonstrating your written skills and knowledge to your trainer/assessor.
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Resubmissions and reattempts:
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· Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission attempt will be allowed. · The student may speak to their trainer/assessor if they have any difficulty in completing this task and require reasonable adjustments. · For more information, please refer to the Training Organisation’s Student Handbook.
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Location:
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· This assessment task may be completed in:
☐ a classroom ☐ learning management system (i.e. Moodle), ☐ workplace, ☐ or an independent learning environment.
· Your trainer/assessor will provide you with further information regarding the location for completing this assessment task.
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Instructions for answering the written questions:
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· Complete a written assessment consisting of a series of questions. · You will be required to answer all the questions correctly. · Do not start answering questions without understanding what is required. Read the questions carefully and critically analyse them for a few seconds; this will help you to identify what information is needed in the answer. · Your answers must demonstrate an understanding and application of the relevant concepts and critical thinking. · Be concise, to the point and write answers within the word-limit given to each question. Do not provide irrelevant information. Remember, quantity is not quality. · You must write your responses in your own words. · Use non-discriminatory language. The language used should not devalue, demean, or exclude individuals or groups based on attributes such as gender, disability, culture, race, religion, sexual preference or age. Gender-inclusive language should be used. · When you quote, paraphrase, summarise or copy information from other sources to write your answers or research your work, always acknowledge the source.
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Purpose of the assessment
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This assessment task is designed to evaluate student’s knowledge essential to profile and analyse consumer behaviour for international markets in a range of contexts and industry settings.
· Knowledge of the cultural aspects relevant to international markets profiled · Knowledge of the consumer profile content including consumer characteristics in standard statistical terms · Knowledge of the market profiling techniques and related software programs · Knowledge of the influence on consumer behaviour, including: · individual · social · cultural · lifestyle · Knowledge of the key provisions of relevant legislation affecting consumer behaviours for products and services including: · Trade Practices Act · World Trade Organisation · Privacy Act · Knowledge of the sources of information on international markets · Knowledge of the segment descriptors to define international target markets.
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Task instructions
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· This is an individual assessment. · To ensure your responses are satisfactory, consult a range of learning resources and other information such as handouts, textbooks, learner resources etc. · To be assessed as Satisfactory in this assessment task, all questions must be answered correctly. |
Assessment Task 1: Knowledge Test
Provide your response to each question in the box below.
Assessment Results Sheet
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Outcome |
Outcome (make sure to tick the correct checkbox):
Satisfactory (S) ☐ or Not Satisfactory (NS) ☐
Date: _______(day)/ _______(month)/ _______(year)
Feedback:
Outcome (please make sure to tick the correct checkbox): Satisfactory (S) ☐ or Not Satisfactory (NS) ☐ Date: _______(day)/ _______(month)/ _______(year) Feedback:
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Student Declaration |
· I declare that the answers I have provided are my own work. Where I have accessed information from other sources, I have provided references and/or links to my sources. · I have kept a copy of all relevant notes and reference material that I used as part of my submission. · I have provided references for all sources where the information is not my own. I understand the consequences of falsifying documentation and plagiarism. I understand how the assessment is structured. I accept that the work I submit may be subject to verification to establish that it is my own. · I understand that if I disagree with the assessment outcome, I can appeal the assessment process, and either re-submit additional evidence undertake gap training and or have my submission re-assessed. · All appeal options have been explained to me.
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Student Signature |
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Date |
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Trainer/Assessor Name |
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Trainer/Assessor Declaration |
I hold:
☐ Vocational competencies at least to the level being delivered ☐ Current relevant industry skills ☐ Current knowledge and skills in VET, and undertake ☐ Ongoing professional development in VET
I declare that I have conducted an assessment of this student’s submission. The assessment tasks were deemed current, sufficient, valid and reliable. I declare that I have conducted a fair, valid, reliable, and flexible assessment. I have provided feedback to the student.
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Trainer/Assessor Signature |
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Date |
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Office Use Only |
The outcome of this assessment has been entered into the Student Management System
on _________________ (insert date)
by (insert Name) __________________________________
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Pre-Assessment Checklist: Task 2 - Skills Test
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The purpose of this checklist |
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The pre-assessment checklist helps students determine if they are ready for assessment. The trainer/assessor must review the checklist with the student before the student attempts the assessment task. If any items of the checklist are incomplete or not clear to the student, the trainer/assessor must provide relevant information to the student to ensure they understand the requirements of the assessment task. The student must ensure they are ready for the assessment task before undertaking it. |
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Section 1: Information for Students |
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☐ Make sure you have completed the necessary prior learning before attempting this assessment. ☐ Make sure your trainer/assessor clearly explained the assessment process and tasks to be completed. ☐ Make sure you understand what evidence is required to be collected and how. ☐ Make sure you know your rights and the Complaints and Appeal process. ☐ Make sure you discuss any special needs or reasonable adjustments to be considered during the assessment (refer to the Reasonable Adjustments Strategy Matrix and negotiate these with your trainer/assessor). ☐ Make sure that you have access to a computer and the internet (if you prefer to type the answers). ☐ Make sure that you have all the required resources needed to complete this Assessment Task (AT). ☐ The due date of this assessment task is in accordance with your timetable. ☐ In exceptional (compelling and compassionate) circumstances, an extension to submit an assessment can be granted by the trainer/assessor. Evidence of the compelling and compassionate circumstances must be provided together with your request for an extension to submit your assessment work. ☐ The request for an extension to submit your assessment work must be made before the due date. |
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Section 2: Reasonable adjustments |
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I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as provided in Appendix A and attached relevant evidence as required and select the correct checkbox. ☐ I do require reasonable adjustment ☐ I do not require reasonable adjustment |
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Declaration (Student to complete) ☐ I confirm that the purpose and procedure of this assessment task has been clearly explained to me. ☐ I confirm that I have been consulted about any special needs I might have in relation to the assessment process. ☐ I confirm that the criteria used for this assessment has been discussed with me, as have the consequences and possible outcomes of this assessment. ☐ I confirm I have accessed and understand the assessment information as provided in the Training Organisation’s Student Handbook. ☐ I confirm I have been given fair notice of the date, time, venue and/or other arrangements for this assessment. ☐ I confirm that I am ready for assessment.
Student Name: ______________________________________
Student Signature: ___________________________________ |
Assessment method-based instructions and guidelines: Skills Test
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Assessment type
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· Skills Test - Profile and analyse consumer behaviour for international markets
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Instructions provided to the student:
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Assessment task description:
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· This is the second (2) assessment task you must successfully complete to be deemed competent in this unit of competency. · This assessment task is a Skills Test. · You will receive your feedback within two (2) weeks, and you will be notified by your trainer/assessor when your results are available. · You must attempt all activities of the project for your trainer/assessor to assess your competence in this assessment task.
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Applicable conditions:
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· This skill test is untimed and is conducted as an open book assessment (this means you are able to refer to your textbook or other learner materials during the test). · You will be assessed independently on this assessment task. · No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory. · As you complete this assessment task, you are predominately demonstrating your skills, techniques and knowledge to your trainer/assessor. · Your trainer/assessor may ask you relevant questions during this assessment task
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Resubmissions and reattempts:
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· Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission attempt will be allowed. · The student may speak to their trainer/assessor if they have any difficulty in completing this task and require reasonable adjustments. · For more information, please refer to the Training Organisation’s Student Handbook.
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Location:
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· This assessment task may be completed in:
☐ a classroom ☐ learning management system (i.e. Moodle), ☐ workplace, ☐ or an independent learning environment.
· Your Trainer/Assessor will provide you with further information regarding the location for completing this assessment task.
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Purpose of the assessment
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The purpose of this assessment task is to assess the student’s knowledge and skills essential to profile and analyse consumer behaviour for international markets in a range of contexts and industry settings.
· Skills to determine task objectives as well as international target markets. · Skills to examine previous marketing plans, strategies, campaigns, and product and service positioning, if possible. · Skills to determine and select a targeting strategy based on the task and organisational requirements. · Skills to create a consumer profile for the chosen market. · Skills to create a positioning strategy. · Skills to investigate consumer behaviour in target international markets. · Skills to analyse consumer preferences and interest in international markets of interest. · Skills to examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour. · Skills to plan strategies for profiling and analysing consumer behaviour. · Skills to in consultation with relevant personnel, identify areas for improvement in order to develop a strategy. · Skills to present the strategy to the appropriate stakeholders for feedback in accordance with the task requirements.
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Task instructions
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· The purpose of this assessment task is to assess the students’ knowledge and skills essential to profile and analyse consumer behaviour. · The student will take on the role of the Marketing Manager. · The trainer/assessor will take on the role of Operations Manager. · The student must use the templates provided to document their responses. · The student must follow the word limits specified in the templates. · The trainer/assessor must assess the student using the performance checklist provided.
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Assessment Task 2 - Skills Test
Skills Test
This assessment task requires you to profile and analyse consumer behaviour for launching the products of Online Media Solutions in international market.
This includes:
· Preparing to profile in the international market.
· Analysing consumer behaviours.
· Developing and recommending strategies for profiling and analysing consumer behaviours.
To do so, the student will be required to complete the following activities:
· Activity 1: Prepare to profile
· Activity 2: Analyse consumer behaviours
· Activity 3: Develop and recommend strategies.
Workplace/simulated workplace requirements
This assessment task will be completed at your training organisation. The training organisation must meet the following requirements:
Requirements:
The simulated workplace environment consists of:
· Your training organisation as your workplace
· Standard operating/workplace procedures.
· Your trainer/assessor to provide you with assistance throughout the assessment activity.
· Workplace equipment and materials:
· Computers and internet
· Workstation
· Printer
· MS PowerPoint
· Legislation, regulations, standards and codes
· Australian Consumer Law (ACL) (https://www.accc.gov.au/accc-book/printer-friendly/29527)
· https://www.legislation.gov.au/Details/C2019C00242
· Privacy Act (https://www.legislation.gov.au/Details/C2021C00242)
· Spam Act (https://www.legislation.gov.au/Details/C2016C00614)
· Legal obligations when marketing (https://business.gov.au/marketing/business-marketing#legal-obligations-when-marketing)
The simulated workplace environment must meet the following criteria:
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Are there opportunities for students to: |
Yes/No/NA |
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Follow standard operating/workplace procedures |
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Use up-to-date software and equipment |
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Work within stated timelines to meet deadlines |
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Gain experience in the challenges and complexities of dealing with multiple tasks |
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Experience prioritising competing tasks and dealing with contingencies |
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Workplace environment to work with others in a team |
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Safety processes relevant to the area of work |
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Equipment, materials and business software packages specified in the simulated workplace requirements |
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Workplace environment sufficient to work independently and manage workload |
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Case study
Introduction
“Online Media Solutions” is a marketing and web development business based in Melbourne, Australia. The business started in operations in 2015 and has seen exponential growth since its establishment.
The business operates in the web service industry to offer superior and unique services to small businesses and institutions (B2B business model). Our experience and expertise in web sales and e-commerce give us the backing to provide solutions that are currently lacking in the market.
There is an all-time high demand for web development and marketing for small businesses, with signs of rising further. Interestingly, few web developers have taken advantage of this opportunity, leaving the industry with no dominant participants.
The projects’ high costs and the focus on more prominent companies and institutions could contribute to why this market remains untapped. We will have a system that will reduce the project costs dramatically, allowing us to offer quality services at reduced costs.
Business plan excerpt
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Company details: Company name: Online Media Solutions, Pty. Ltd Company address: 2/10 Lawn court, Craigieburn, 3064, VIC Mission · Provide best-in-class design services · Make a positive impact on our customer businesses · Be respected and admired by peers Our vision To provide best-in-class web design and development services in a simple, effective, and cost-effective manner to the target audience. Objectives The objectives of Online Media Solutions are as follow: · To generate 60-70% revenue from small businesses and institutions · To increase brand awareness in the market · To generate 20-30% revenue from the new market segment (B2C engagements) Keys to Success · We will offer quality web services to small businesses and institutions at affordable prices. · To build and tailor our services to small businesses. · Positioning as a viable solution alternate to more established brands Services We currently offer the following services to our clients: · Interface and Web Design · Graphics design · Website development · Domain and web hosting · Video editing · Blog development · Search engine optimisation · E-commerce Values · Quality service to our clients · Integrity & Accountability · Reliability · Quality · Innovation · Respect Strategic directions The strategic direction of Online Media Solutions is to achieve its mission and vision is through: · Increasing operational efficiency · Engaging with customers through quality research and understanding supported by marketing techniques. · Establishing a reputation for exceptional customer service and end to end solutions · Supporting people to perform via training and performance management · Controlling costs through operational efficiency Organisational structure and expertise The foundation team has 30 team members. The business has three (3) departments: · IT department · Marketing department · Sales department The finance and human resource work are outsourced. All three (3) departments are managed by experienced and experts in commercial web development and business-to-business sales. Further, the team members have years of experience working for MNCs. All the departmental managers’ report to the Operations.
Business model “Online Media Solutions” is a full-service web solutions provider for businesses. The company offers services through the mode of its B2B engagements. B2B services: “Online Media Solutions” service portfolio includes Web Design, Graphics design, Website development, Domain and web hosting, 2d & 3d animation, Blog development, Search engine optimisation and E-commerce. The project cost will be estimated by the appropriate number of hours needed to complete the project. The sales team will aggressively track prospective clients and sell the services provided for businesses. Operational model and strategies B2B engagements Lead generation – Lead generation refers to creating and generating prospective consumer interest or inquiry into a business’s products or services. This will be done by building a database of prospective customers using social networks, business listings, internet search etc. Sales pitch – A sales pitch is a line of talk that attempts to persuade someone or something with a planned sales presentation strategy of a product or service designed to initiate and close a product and service sale. Sales professionals prepare and give a sales pitch using the following methods: · Face to face meetings · E-mailing marketing contacts from the leads |
Financial statements for the last two years (Online Media Solutions)
Profit and Loss statement
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2019 |
2020 |
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Revenue |
$1,200,000 |
$1,500,000 |
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Direct Costs |
$132,000 |
$132,000 |
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Gross Margin |
$1,068,000 |
$1,368,000 |
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Gross Margin % |
89% |
91% |
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Operating Expenses |
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Salaries & Wages |
$395,520 |
$407,384 |
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Employee Related Expenses |
$79,104 |
$81,477 |
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Loan payments |
$24,000 |
$24,000 |
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Inventory purchases |
$48,000 |
$60,000 |
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Office supplies |
$36,000 |
$36,000 |
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Total Operating Expenses |
$582,624 |
$608,861 |
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Operating Income |
$485,376 |
$759,139 |
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Interest Incurred |
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Depreciation and Amortization |
$10,572 |
$17,428 |
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Gain or Loss from Sale of Assets |
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Income Taxes |
$94,961 |
$148,342 |
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Total Expenses |
$820,157 |
$906,631 |
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Net Profit |
$379,843 |
$593,369 |
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Net Profit / Sales |
32% |
40% |
Balance Sheet
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2019 |
2020 |
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Cash |
$536,930 |
$1,130,169 |
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Accounts Receivable |
$0 |
$0 |
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Other Current Assets |
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Total Current Assets |
$536,930 |
$1,130,169 |
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Long-Term Assets |
$76,800 |
$115,200 |
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Accumulated Depreciation |
($14,286) |
($31,714) |
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Total Long-Term Assets |
$62,514 |
$83,486 |
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Total Assets |
$599,444 |
$1,213,655 |
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Accounts Payable |
$0 |
$0 |
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Income Taxes Payable |
$23,612 |
$36,954 |
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Sales Taxes Payable |
$30,000 |
$37,500 |
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Total Current Liabilities |
$53,612 |
$74,454 |
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Long-Term Debt |
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Long-Term Liabilities |
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Total Liabilities |
$53,612 |
$74,454 |
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Paid-In Capital |
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Retained Earnings |
$165,989 |
$545,832 |
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Earnings |
$379,844 |
$593,369 |
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Total Owner's Equity |
$545,832 |
$1,139,201 |
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Total Liabilities & Equity |
$599,444 |
$1,213,655 |
Cash flow statement
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Projected Cash Flow Statement |
2019 |
2020 |
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Net Cash Flow from Operations |
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Net Profit |
$379,843 |
$593,369 |
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Depreciation & Amortization |
$10,571 |
$17,429 |
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Change in Accounts Receivable |
$0 |
$0 |
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Change in Inventory |
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Change in Accounts Payable |
$0 |
$0 |
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Change in Income Tax Payable |
$22,198 |
$13,342 |
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Change in Sales Tax Payable |
$12,100 |
$7,500 |
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Change in Prepaid Revenue |
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Net Cash Flow from Operations |
$424,713 |
$631,639 |
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Investing & Financing |
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Assets Purchased or Sold |
($38,400) |
($38,400) |
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Net Cash from Investing |
($38,400) |
($38,400) |
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Net Cash from Financing |
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Cash at Beginning of Period |
$150,617 |
$536,930 |
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Net Change in Cash |
$386,313 |
$593,239 |
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Cash at End of Period |
$536,930 |
$1,130,169 |
Marketing strategic plan from the previous year
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Marketing plan excerpt from the previous year The growth of the web and graphics design industry is huge. Over the last five years, it has grown almost by 30%. The web has become a tool for communicating, interaction and the growth of businesses. Existing situation Opportunity There is an all-time high demand for web development and marketing for small businesses, with signs of rising further. Interestingly, few web developers have taken advantage of this opportunity, leaving the industry with no dominant participants. Problem The high costs of the projects and the focus on bigger companies and institutions could be the contributing factor as to why this market remains untapped. We have a system that will reduce project costs dramatically, giving us the opportunity to offer quality services at reduced costs. Solution We will target the small businesses, assess their needs and provide them with quality services at reduced costs. We have systems in place and global contacts that will help us beat competitor’s prices. Market analysis The company will focus on small businesses and institutions that are looking to develop or upgrade their web presence. Our approach will be step-by-step, starting with a simple, basic website and improving it to meet their changing needs. Our service will bring onboard any small business that needs an internet presence, but we will concentrate more on those that need more details about their operations online. Such companies will most likely go for all or some of the following services: · A shopping cart or e-commerce. · Dynamic features and content. · Aggressive marketing of products online. Target market segment strategy We will focus our marketing efforts on attracting institutions and small businesses. We reached this decision after careful market analysis and identifying the needs of this market segment. The high demand for web services by this market is an opportunity that will not necessitate expensive marketing to attract. Most businesses are migrating to the Internet at a faster rate. Small businesses have also made online presence a top priority that creates a high demand for our services. Market Trends The most notable trend in the industry currently is the mass migration online. Small businesses are either waiting to migrate or are looking to upgrade their already existing sites to suit the rapidly changing industry. Major businesses and companies are also taking their daily operations to the internet. Office tasks and general business operations have moved to the web, and we expect more to develop out of this. Market Growth Our target market has expanded and grown at a rapid rate to cope up with the changing technologies. We have put together some evidence to support this exponential growth: Small businesses of one to 150 employees were spending around $10 billion in 2015 to either gain Internet presence or upgrade their efforts. In 2018, the number was up by $5 billion. Service Business Analysis Companies in the web development and service industry vary with the size and nature of services. Online Media Solutions will provide a unique alternative that the existing providers do not have. The bigger web development firms ignore our target market, making it unique. We will start with this market before moving to attract larger businesses with our unique services. Competition There are a number of online marketing and web development agencies based in Melbourne, but there is no dominant business. All the businesses are small-to-medium scaled businesses generating good revenues. Business Participants Three types of firms make up the web services industry: · Large companies: They generate high revenue and serve top companies. There are a few dominating participants in this category worldwide. · Then there are firms that offer proprietary, all-in-one prefabricated web services to any company at low costs. A few dominating companies in this category have other sources of revenue and only offer web services as part of their customer relations. · Small firms: This is where Online Media Solutions belongs. The companies in this category are young and small and usually target small-sized businesses. Market Segmentation The nature of our services and our location enables us to serve small businesses and institutions no matter their location. We plan to expand to other cities but will in the meantime use our communication technologies to get in touch with customers in other parts of the country. We, however, expect a greater percentage of our market to come from Melbourne and Sydney. Strategy and Implementation Summary The company will market itself as web services and internet providers devoted to giving the small businesses a taste of what the top companies get. We will also target the small institutions and other companies that are keen on giving their services a web presence. Competitive Advantage The fact that our services target small businesses gives us an edge over our competitors. By setting up strategic alliances with some of the web and Internet-related companies, we will offer our customers efficient and affordable web services that will meet their demands. Marketing Strategies We will approach and follow up with all the prospective clients with a clear and thorough marketing strategy. We will give them all the details about the web and Internet so that they do not get confused and intimidated along the way. Marketing campaigns We will market our services in the following ways: · We will send out newsletters to potential clients · We will place adverts on various business publications and journals with a wide readership. · We will use social media platforms for marketing our services Pricing Strategy Online Media Solutions will establish a pricing system to guide our clients on the nature of the services and the corresponding prices. Since we will be dealing with a market segment that tries to reduce costs, we will charge our services on an hourly basis. It will make the clients understand the services that will most likely cost them more. Promotional strategy Since our target market is distinguishable, we will use a direct approach in marketing our services. We will use yellow pages directories to place our adverts. Online Media Solutions will also put feature adverts in business publications with a wide audience. We will also send out direct e-mails targeting our potential clients with the company’s offerings. The company’s co-owners are experts in their various fields and often get invitations to speak in seminars. They will use these opportunities to market Online Media Solutions as the choice for businesses that are looking for visibility online. Sales Strategy We will sell service, value and quality to our prospective clients. We will need to convince them that having an online presence is a worthy course for their businesses. We have a database that has proven useful in getting new business contacts and establishing relationships. Our customer care team will use the list to call the owners, call them by their first names, and have an informal conversation. The caller then convinces the business owner of the importance of having a website or online presence. Marketing performance: · Marketing objectives for the current year were achieved. |
Opportunity to venture into international market.
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Opportunity to venture into international market “Online Media Solutions” is a full-service web solutions provider for businesses. The company offers services through the mode of its B2B engagements. “Online Media Solutions” further want to venture into B2C engagement by selling its products online in the international market. The products that the business will develop and sell to the end-users include: · Web templates · CMS templates · Graphic templates · Brochure · Flyers · Business cards · Logo templates B2C Products “Online Media Solutions” product portfolio includes Web Templates, CMS Templates, Graphics Templates, Brochures, Flyers, Business cards and Animated logo templates. The prices are typically listed on the online shop where customers can either take a monthly subscription or pay per download as per need. The business will have a database that will act as the repository for all the products. Start-up budget (B2B engagements)
Operational model and strategies The business will focus on B2C engagements along with the existing B2B engagements. B2C engagements The B2C engagement is primarily done through a dedicated online shop where customers can browse through the repository, select designs or templates or download. The steps in the process are as follow:
International target markets · New Zealand · United Kingdom Key strategic metrics · Price · Quality · Network · Service · Relationship · Customer-centric goals Strategic initiatives · Attractive portfolio · Aggressive marketing · Excellent service · Service · Relationship · Customer-centric goals |
Expected costs, profits and sales from B2C engagements
As the organisational pricing strategy, Online Media Solutions will charge for its products and services on an hourly basis.
Following are the expected costs associated with the production and delivery of its products and services:
· Expected product cost
· 20% of the revenue
· Expected sales/revenue:
· $400,000 by the end of the first year.
· $600,000 million in next year.
· Expected expenses for its products and services:
· Labour cost: 20% of the revenue
· Indirect costs: 25% of the revenue
Financial predictions for the next years:
· Expected sales for the B2B engagements will increase by 20% in the next year, i.e., 2021 and 25% in the following year, i.e., 2022.
· Expected expenses for the B2B engagements will increase by 20% in the next year, i.e., 2021 and 25% in the following year, i.e., 2022.
· Expected sales and expenses from B2C engagements:
· Sales: Year 2021
· $400,000
· Expenses: Year 2021
· Labour cost: 20% of the revenue
· Indirect costs: 25% of the revenue
· Sales: Year 2022
· $600,000
· Expenses: Year 2022
· Labour cost: 20% of the revenue
· Indirect costs: 25% of the revenue
· All the expenses for B2C engagements given in the start-up budget will be incurred in 2021.
Workplace simulated scenario:
Online Media Solutions want the Marketing Manager of the organisation to profile and analyse consumer behaviour the following two (2) international target markets according to organisational objectives:
· New Zealand
· United Kingdom
The organisational objectives for profiling and analysing consumer behaviour are as follow:
· To understand their customers and helps to make better business decisions.
· To group similar profiles by shared characteristics such as demographic, geographic, psychographic and behavioural characteristics.
· To understand the customers, highlighting who they are, what they look like, their interests and wants.
· To satisfy the needs of global customers.
Your roles and responsibilities:
You are working as a Marketing Manager in Online Media Solutions. As part of your job role, you must profile and analyse consumer behaviours for organisational markets according to organisational objectives. This includes:
· Determine task objectives as well as international target markets.
· Examine previous marketing plans, strategies, campaigns, and product and service positioning, if possible.
· Determine and select a targeting strategy based on the task and organisational requirements.
· Create a consumer profile for the chosen market.
· Create a positioning strategy.
· Investigate consumer behaviour in target international markets.
· Analyse consumer preferences and interest in international markets of interest.
· Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour.
· Plan strategies for profiling and analysing consumer behaviour.
· In consultation with relevant personnel, identify areas for improvement in order to develop a strategy.
· Present the strategy to the appropriate stakeholders for feedback in accordance with the task requirements.
Skills Test
This assessment task requires you to profile and analyse consumer behaviour for launching the products of Online Media Solutions in international market.
This includes:
· Preparing to profile in the international market.
· Analysing consumer behaviours.
· Developing and recommending strategies for profiling and analysing consumer behaviours.
To do so, the student will be required to complete the following activities:
· Activity 1: Prepare to profile
· Activity 2: Analyse consumer behaviours
· Activity 3: Develop and recommend strategies.
Stakeholders: Roles and responsibilities given in individual activities.
Note:
· The trainer/assessor will take on the role of Operations Manager.
· Each student will be assessed individually for all assessment activities.
Timeframe to complete the project:
Two weeks (You have two weeks to complete the project): Changes to be made by the training organisation)
Task requirements
· You will be assessed on your technical knowledge and skills to complete this project.
· You will be assessed on working in a team environment and meeting your job role and responsibilities.
· You must follow the instructions provided by the trainer/assessor.
· The task must be completed in the specified timeframe.
Your trainer/assessor will supervise and observe you completing the above activities.
Activity 1: Prepare to profile
This activity requires you to prepare profile and analyse consumer behaviour for the products to be launched in international market.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Determine task objectives as well as international target markets.
· Analyse the information given in the case study, including marketing plan of the organisation.
· Determine and document the following using Template 1.
· Task objectives
· International target markets
Step 2: Examine previous marketing plans, strategies, campaigns, and product and service positioning given in the case study.
· Analyse the following information given in the case study, including marketing plan of the organisation.
· Past marketing plans
· Marketing strategies of Online Media Solutions
· Advertising campaigns
· Positioning of products and/or services
· Further, document the following using Template 1.
· Existing marketing strategy
· Existing advertising campaigns used by the organisation to promote products and services
· Market positioning
Step 3: Determine and select a targeting strategy based on the task and organisational requirements.
· Determine the task and organisational requirements based on the outcomes of Step 1 and Step 2.
· Determine and select a targeting strategy considering the task and organisational requirements.
· Further, document the following using Template 1.
· Targeting strategy.
· Reason for selection based on task and organisational requirements.
Step 4: Develop consumer profile for the selected international markets based on the following factors and document using Template 1.
· Demographic characteristics
· Psychographic characteristics
· Behavioural characteristics
· Geographic characteristics.
Step 5: Develop positioning strategy based on the outcomes of Step 1- Step 4. Include the following information:
· Vision – Explain the purpose of the product and the direction the product is headed
· Mission – State the reason for the product’s existence, who it will serve, what it will do for them and how it is unique
· Market category – This is the market you are competing in based on your target customer segments.
· Communications channels: to communicate the benefits your product offer to your customers.
· Positioning statement: Explain how your product fulfills a need of your target market.
Template 1: Prepare to profile
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Prepare to profile (500-600 words) |
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Task objectives
International target markets
Existing marketing strategy
Existing advertising campaigns used by the organisation to promote products and services
Market positioning
Targeting strategy.
Reason for selection based on task and organisational requirements
Consumer profile for the selected international markets based on the following factors · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics.
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Performance Criteria/Performance Checklist: Activity 1
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Determined task objectives as well as international target markets. · Analysed the information given in the case study, including marketing plan of the organisation.
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Examined previous marketing plans, strategies, campaigns, and product and service positioning given in the case study. · Analysed the following information given in the case study, including marketing plan of the organisation. · Past marketing plans · Marketing strategies of Online Media Solutions · Advertising campaigns · Positioning of products and/or services
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Determined and selected a targeting strategy based on the task and organisational requirements. · Determined the task and organisational requirements based on the outcomes of Step 1 and Step 2. · Determined and select a targeting strategy considering the task and organisational requirements. |
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Developed consumer profile for the selected international markets based on the factors . |
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Developed positioning strategy based on the outcomes of Step 1- Step 4. Include the following information: · Vision – Explain the purpose of the product and the direction the product is headed · Mission – State the reason for the product’s existence, who it will serve, what it will do for them and how it is unique · Market category – This is the market you are competing in based on your target customer segments. · Communications channels: to communicate the benefits your product offer to your customers · Positioning statement: Explain how your product fulfills a need of your target market.
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Activity 2: Analyse consumer behaviours
This activity is a continuation of Activity 1.
This activity requires you to analyse consumer behaviour for target international markets identified in Activity 1.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Investigate consumer behaviour in target international markets based on the below given factors and document using Template 2.
· How consumers feel about alternatives to their preferred brands?
· How consumers choose between the alternatives?
· How consumers behave while shopping?
· How consumer behaviour is swayed by their surrounding environment?
· How marketing campaigns can be improved to more effectively influence customer behaviour?
Step 2: Analyse consumer needs and interest in target international markets.
· Analyse the target market segments identified in Step 1.
· Analyse consumer needs and interest in target international markets and document using Template 2.
Step 3: Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour.
· Conduct online research on the following factors affecting consumer behaviour for the specified products.
· Individual
· Social
· Cultural
· Lifestyle influences
· Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour and document using Template 2.
Template 2: Analyse consumer behaviours
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Analyse consumer behaviours (300-400 words) |
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How consumers feel about alternatives to their preferred brands?
How consumers choose between the alternatives?
How consumers behave while shopping?
How consumer behaviour is swayed by their surrounding environment?
How marketing campaigns can be improved to more effectively influence customer behaviour?
Analyse consumer needs and interest in target international markets
The impact of individual, social, cultural, and lifestyle influences on consumer behaviour
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Performance Criteria/Performance Checklist: Activity 2
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Investigated consumer behaviour in target international markets. |
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Analysed consumer needs and interest in target international markets. · Analysed the target market segments identified in Step 1. · Analysed consumer needs and interest in target international markets
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Examined the impact of individual, social, cultural, and lifestyle influences on consumer behaviour. · Conducted online research on the following factors affecting consumer behaviour for the specified products. · Individual · Social · Cultural · Lifestyle influences · Examined the impact of individual, social, cultural, and lifestyle influences on consumer behaviour |
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Activity 3: Develop and recommend strategies.
This activity is a continuation of Activity 2.
This activity requires you to develop and recommend strategies for profiling and analysing consumer behaviour based on the outcomes of Activity 1 and Activity 2.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Plan strategies for profiling and analysing consumer behaviour.
· Analyse the outcomes of Activity 1 and Activity 2.
· Determine strategies for profiling and analysing consumer behaviours and document using Template 3. Include the following information:
· Strategy for profiling consumers.
· Strategy for analysing customer behaviours.
Step 2: In consultation with Operations Manager and General Manager, identify areas for improvement to developed strategy.
· Arrange an appropriate place and time to consult with Operations Manager.
· Conduct a meeting with the following stakeholders:
· Operations Manager
· General Manager
To do so, you are required to arrange a meeting with the stakeholders.
The roles and responsibilities are as below:
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Roles and responsibilities (Marketing Manager) · Collaborate and consult with stakeholders to discuss the following: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. · Seek areas for improvement to developed strategy from Operations Manager and General Manager. · Use listening and questioning to confirm and clarify understanding. · Conduct the meeting based on the Script provided. · Answer the questions asked by the stakeholders.
Roles and responsibilities (Stakeholders) · Provide feedback on existing marketing opportunities. · Participate in the meeting based on the ‘Script’ provided. |
To conduct the meeting, you must follow the meeting process and the meeting script provided below.
Meeting process:
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Before the meeting |
1. Create a meeting agenda. · Confirm the meeting time and place with the trainer/assessor. · Use the meeting agenda template provided to prepare the meeting agenda. 2. E-mail the meeting agenda to the meeting participants and request confirmation for the meeting. |
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During the meeting |
1. Welcome the participants 2. Collaborate and consult with stakeholders to: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. 3. Clarify the understanding of the stakeholders. 4. Seek feedback on the strategies to profile and analyse consumer behaviour. 5. Conduct the meeting based on the ‘Meeting script’ provided. |
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After the meeting |
1. Summarise the agreed outcomes using the meeting minutes template provided. |
Meeting script:
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Script: Meeting The Marketing Manager /Student will collaborate with stakeholders and discuss the following: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. During the discussion, the Marketing Manager /Student will ask the following questions to seek feedback: Q1. Does the strategy for profiling consumers align with the selected international markets or are their any changes required? Q2: Are they satisfied with existing consumer behaviour researched? Q3: What are the areas of improvement in the strategy for profiling and analysing consumer behaviour require?
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Script for Stakeholders: |
Note: Stakeholders will provide the following response to the Marketing Manager/Student: Q2: Existing consumer behaviour researched is satisfactory. Q3: Based on the feedback received in Q1. |
Step 3: Revise the strategies for profiling and analysing consumer behaviours based on the feedback received in Step 2 and submit it to the trainer/assessor.
Template 3: Develop and recommend strategies.
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Develop and recommend strategies. (500-600 )words |
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Strategy for profiling consumers.
Strategy for analysing customer behaviours.
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Performance Criteria/Performance Checklist: Activity 3
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Planned strategies for profiling and analysing consumer behaviour. · Analysed the outcomes of Activity 1 and Activity 2. · Determined strategies for profiling and analysing consumer behaviours and document using Template 3. Include the following information: · Strategy for profiling consumers. · Strategy for analysing customer behaviours.
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In consultation with Operations Manager and General Manager, identified areas for improvement to developed strategy. · Arranged an appropriate place and time to consult with Operations Manager. · Conducted a meeting with the following stakeholders: · Operations Manager · General Manager
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Revised the strategies for profiling and analysing consumer behaviours based on the feedback received in Step 2 and submit it to the trainer/assessor.
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Assessment Results Sheet
Pre-Assessment Checklist: Task 3 – Skill Test
The purpose of this checklist The pre-assessment checklist helps students determine if they are ready for assessment. The trainer/assessor must review the checklist with the student before the student attempts the assessment task. If any items of the checklist are incomplete or not clear to the student, the trainer/assessor must provide relevant information to the student to ensure they understand the requirements of the assessment task. The student must ensure they are ready for the assessment task before undertaking it. Section 1: Information for Students ☐ Make sure you have completed the necessary prior learning before attempting this assessment. ☐ Make sure your trainer/assessor clearly explained the assessment process and tasks to be completed. ☐ Make sure you understand what evidence is required to be collected and how. ☐ Make sure you know your rights and the Complaints and Appeal process. ☐ Make sure you discuss any special needs or reasonable adjustments to be considered during the assessment (refer to the Reasonable Adjustments Strategy Matrix and negotiate these with your trainer/assessor). ☐ Make sure that you have access to a computer and the internet (if you prefer to type the answers). ☐ Make sure that you have all the required resources needed to complete this assessment task. ☐ The due date of this assessment task is in accordance with your timetable. ☐ In exceptional (compelling and compassionate) circumstances, an extension to submit an assessment can be granted by the trainer/assessor. Evidence of the compelling and compassionate circumstances must be provided together with your request for an extension to submit your assessment work. ☐ The request for an extension to submit your assessment work must be made before the due date. Section 2: Reasonable adjustments I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as provided in Appendix A and attached relevant evidence as required and select the correct checkbox. ☐ I do require reasonable adjustment ☐ I do not require reasonable adjustment Declaration (Student to complete) ☐ I confirm that the purpose and procedures of this assessment task has been clearly explained to me. ☐ I confirm that I have been consulted about any special needs I might have in relation to the assessment process. ☐ I confirm that the criteria used for this assessment has been discussed with me, as have the consequences and possible outcomes of this assessment. ☐ I confirm I have accessed and understand the assessment information as provided in the Training Organisation’s Student Handbook. ☐ I confirm I have been given fair notice of the date, time, venue and/or other arrangements for this assessment. ☐ I confirm that I am ready for assessment. Student Name: ______________________________________ Student Signature: ___________________________________ Assessment method-based instructions and guidelines: Skill test
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Assessment type
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· Skill Test - Profile and analyse consumer behaviour for international markets
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Instructions provided to the student:
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Assessment task description:
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· This is the third (3) assessment task you must successfully complete to be deemed competent in this unit of competency. · This assessment task requires you to complete a project. · You are required to provide leadership for the program in this assessment task. · You will receive your feedback within two weeks, and you will be notified by your trainer/assessor when results are available. · You must attempt all activities of the project for your trainer/assessor to assess your competency in this assessment task.
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Applicable conditions:
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· This project is untimed and is conducted as an open book assessment (this means you are able to refer to your textbook). · You must read and respond to all the criteria of the project. · You may handwrite/use computers to answer the criteria of the project. · You must complete the task independently. · No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory. · As you complete this assessment task, you are predominately demonstrating your practical skills, techniques and knowledge to your trainer/assessor. · The trainer/assessor may ask you relevant questions on this assessment task to ensure that this is your own work.
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Resubmissions and reattempts:
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· Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission attempt will be allowed. · The student may speak to their trainer/assessor if they have any difficulty in completing this task and require reasonable adjustments. · For more information, please refer to the Training Organisation’s Student Handbook.
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Location:
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· This assessment task may be completed in:
☐ a classroom ☐ learning management system (i.e. Moodle), ☐ workplace, ☐ or an independent learning environment.
· Your trainer/Assessor will provide further student information regarding the location for completing this assessment task.
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Purpose of the assessment
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The purpose of this assessment task is to assess the students’ skills and knowledge essential to profile and analyse consumer behaviour for international markets in a range of contexts and industry settings.
· Skills to determine task objectives as well as international target markets. · Skills to examine previous marketing plans, strategies, campaigns, and product and service positioning, if possible. · Skills to determine and select a targeting strategy based on the task and organisational requirements. · Skills to create a consumer profile for the chosen market. · Skills to create a positioning strategy. · Skills to investigate consumer behaviour in target international markets. · Skills to analyse consumer preferences and interest in international markets of interest. · Skills to examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour. · Skills to plan strategies for profiling and analysing consumer behaviour. · Skills to in consultation with relevant personnel, identify areas for improvement in order to develop a strategy. · Skills to present the strategy to the appropriate stakeholders for feedback in accordance with the task requirements.
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Task instructions
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· The purpose of this assessment task is to assess the students’ knowledge and skills essential to profile and analyse consumer behaviour. · The student will take on the role of the Marketing Manager. · The trainer/assessor will take on the role of Operations Manager. · The student must use the templates provided to document their responses. · The student must follow the word limits specified in the templates. · The trainer/assessor must assess the student using the performance checklist provided.
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Assessment Task 3 – Skill Test
Skill Test
Skills Test
This assessment task requires you to profile and analyse consumer behaviour for launching the products of ‘Aussie Rural Products Pty. Ltd’ in international market.
This includes:
· Preparing to profile in the international market.
· Analysing consumer behaviours.
· Developing and recommending strategies for profiling and analysing consumer behaviours.
To do so, the student will be required to complete the following activities:
· Activity 1: Prepare to profile
· Activity 2: Analyse consumer behaviours
· Activity 3: Develop and recommend strategies.
Workplace/simulated workplace requirements
This assessment task will be completed at your training organisation. The training organisation must meet the following requirements:
Requirements:
The simulated workplace environment consists of:
· Your training organisation as your workplace
· Standard operating/workplace procedures.
· Your trainer/assessor to provide you with assistance throughout the assessment activity.
· Workplace equipment and materials:
· Computers and internet
· Workstation
· Printer
· MS PowerPoint
· Legislation, regulations, standards and codes
· Australian Consumer Law (ACL) (https://www.accc.gov.au/accc-book/printer-friendly/29527)
· https://www.legislation.gov.au/Details/C2019C00242
· Privacy Act (https://www.legislation.gov.au/Details/C2021C00242)
· Spam Act (https://www.legislation.gov.au/Details/C2016C00614)
· Legal obligations when marketing (https://business.gov.au/marketing/business-marketing#legal-obligations-when-marketing)
The simulated workplace environment must meet the following criteria:
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Are there opportunities for students to: |
Yes/No/NA |
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Follow standard operating/workplace procedures |
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Use up-to-date software and equipment |
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Work within stated timelines to meet deadlines |
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Gain experience in the challenges and complexities of dealing with multiple tasks |
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Experience prioritising competing tasks and dealing with contingencies |
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Workplace environment to work with others in a team |
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Safety processes relevant to the area of work |
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Equipment, materials and business software packages specified in the simulated workplace requirements |
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Workplace environment sufficient to work independently and manage workload |
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Case study
Introduction
‘Aussie Rural Products Pty. Ltd’ is focused on an online grocery retails business. The organisation only sells Australian rural products. ‘Aussie Rural Shop’ is an online portal available 24 X 7 to interest friendly customers. It is a virtual online marketplace facilitating easy buying and selling of groceries.
Vision
To be the leader in delivering quality rural products at a very reasonable cost and become the market leader.
Mission
Profitable growth through superior customer service, innovation, quality products and an excellent supply-chain distribution channel
Business structure
‘Aussie Rural Products’ buys its products from farms in rural or regional areas and sell its products to small retailers and supermarkets.
The company has four (4) branches in the following four major cities of Australia:
· Melbourne
· Sydney
· Brisbane
· Perth
Each branch has facilities of a warehouse and cold storage for storing products. The company has a well-established distribution channel across each city.
‘Aussie Rural Products’ has an existing e-commerce website where small retailers of supermarkets can place their orders and make payments. The delivery is done within 24 hours of orders received.
Organisational structure
The branch manager manages each branch and reports to the Operations Manager.
Enterprise, including business records, to conduct enterprise planning activity
The following are some of the Enterprise, including business records, to conduct enterprise planning activity:
· Sales plan from the last year
· Outcomes of the last financial year
· Outcomes of SWOT analysis
· Business and marketing plan excerpt for the current year
Sales plan from the last year
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Sales plan from the last year
‘Aussie Rural Products’ has an existing sales plan to achieve its sales objectives. The sales objectives are as follow: · To promote Australian products and support locals · To achieve the sales target (volume of sales) for each month · To provide quality products to the retailers and supermarkets at a very reasonable price · To build long-term relations with retailers and supermarkets. · To give our customers the best value for money and quickest service Products and services specifications ‘Aussie Rural Products’ sells rural products and provides delivery of rural products within 24 hours. Products include: · Wheat · Coarse grains (barley, oats, sorghum, maize, and triticale) · Rice · Oilseeds (canola, sunflowers, soybeans, and peanuts) · Grain legumes (lupins and chickpeas) · Sugarcane · Cotton · Fresh fruits and vegetables · Fresh farm milk Services include: Every order placed by small retailers or Supermarkets is delivered within 24 hours. Existing target market outlets ‘Aussie Rural Products’ has a large customer base. The majority of its customers are: · Small retails shops · Restaurants · Fresh fruit and vegetable markets · Food processing factories. Quality assurance strategy ‘Aussie Rural Products’ wants to ensure that retailers and supermarkets are provided with quality products. To ensure the quality of products, ‘Aussie Rural Shop’ has established the following quality management strategies. · Each product goes through rigorous quality checks before packaging and delivery. These checks include: · Freshness · Quantity · Quality · The organisation has a stock rotation policy that must be adhered to by the staff members. · Fresh products are not stocked. Delivery for fresh products takes place daily. · The Operations Manager ensures the quality of products before buying them. · The organisation has refrigerated trucks for the delivery of fresh products to ensure quality standards are maintained. · Packaging for fresh products is done in cold rooms where the temperature is below 5 degrees Celsius. Timing and volume of sales ‘Aussie Rural Products’ predicts good sales throughout the year as most of the target market outlets maintains on-going orders. The following table discusses the expected timing and volume of sales throughout the year:
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Outcomes of last financial year
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Outcomes of last financial year Due to the pandemic (COVID-19) situation, most of the restaurants, most of the restaurants and food chains were closed. Restaurants and food chains have a share of 15% in total sales. This lead to a decline in the ‘Aussie Rural Products’ sale. Sales benchmark information ‘Aussie Rural Products’ expected to achieve 90% of its total sales/revenue. However, a decline of 15% was noticed in the total sales.
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Outcomes of SWOT analysis
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Outcomes of SWOT analysis During this COVID-19 pandemic, the sales of the ‘Aussie Rural Products’ declined by 15%. Further, most of the residents are ordering groceries online. This is an excellent time and opportunity to increase its customer base and venture into this new market. The management conducted a SWOT analysis to identify the correct strengths, weaknesses, opportunities and threats. Following were the outcomes of SWOT analysis:
Resource requirements to further venture into the identified new market and increasing its customer base ‘Aussie Rural Products’ have several resources available due to its current operations, including: · E-commerce portal · Trucks and drivers · Warehouse capacity However, there are some additional resources required; these include: · Some vans for local deliveries · Drivers · Marketing and advertisement budget
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Business and marketing plan excerpt for the current year
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‘Aussie Rural Products’ has prepared a business and plan to incorporate the newly identified target market based on SWOT analysis and focus on the existing target market. Business objectives The following are the objectives of the business: · To promote Australian products and support locals · To increase the revenue by 30% through the inclusion of a new international target market, i.e. New Zealand. · To provide quality products to the target market at a very reasonable price · To build long-term relations with the target audience. · To give our customers the best value for money and quickest service. Market overview Target Market · Restaurants · Fresh fruit and vegetable markets · Food processing factories. Customer profile Most of the retail shops, restaurants, food and vegetable markets and factories provide on-going orders. The new target group will be same retail shops, restaurants, food and vegetable markets in international market i.e., New Zealand. Competitor profile There are two different types of competitors that ‘Aussie Rural Products’ will face: · Similar product sellers. These are very similar operations to ‘Aussie Rural Products’, sometimes larger and sometimes smaller. Competitive advantage The organisation is already into business and delivering to local supermarkets and retail shops. ‘Aussie Rural Products’ will use the same delivery vehicles to deliver orders to customers. By doing so, transportation expenses will be very minimal, and the organisation will provide the customer free delivery of products and services. Advertisement strategy ‘Aussie Rural Products’ have planned different ways to promote and advertise products. This includes: · Indexing of our sites and advertisements on different and popular Search Engines and products and offers available on our website. · Using media planning, i.e., newspaper, television advertisements and magazines · Advertising in the known and popular sites such as Yahoo, Hotmail, MSN etc Expected timing and volume of sales It is expected that the average sales for each month will increase by 30%. ‘Aussie Rural Products’ are carried out according to two approaches. Business to Business (B2B) In this category, we are developing one to one customer relationships. Here customers will be retail shops, restaurants, fruit and vegetable markets and food processing factories. Price risk management strategy The biggest challenge in the food industry is price volatility. Prices of food products can increase due to several reasons, including the decline in productions leading to a decrease in supply, droughts or inflation etc. ‘Aussie Rural Products’ has an existing risk management strategy in place to keep a check on the prices and support farmers at the same time. ‘Aussie Rural Shop’ has a contingency plan in place and a fixed budget to support farmers to support at the same time. ‘Aussie Rural Products’ have warehouses to store products with a long shelf life to counter the product price increase. Further, the organisation focuses on cutting down on operational cost and following a sustainable business operation model. This helps the business cut down on unnecessary cost, decreasing the cost and leading to better net profit margins. Contingency plan excerpt The following is an excerpt of the contingency plan of ‘Aussie Rural Products’: · The organisation keeps a share of 5% of its total budget for price volatility. · The organisation will not charge any transportation fee to its customers or target audience during the time of crisis or recession to support local businesses. · The organisation will pay incentives to farmers where the organisation buy products to support them and build stronger relationships. |
Workplace simulated scenario:
‘Aussie Rural Products Pty. Ltd’ want the Marketing Manager of the organisation to profile and analyse consumer behaviour the following international target market according to organisational objectives:
· New Zealand
The organisational objectives for profiling and analysing consumer behaviour are as follow:
· To understand their customers and helps to make better business decisions.
· To group similar profiles by shared characteristics such as demographic, geographic, psychographic and behavioural characteristics.
· To understand the customers, highlighting who they are, what they look like, their interests and wants.
· To satisfy the needs of global customers.
Your roles and responsibilities:
You are working as a Marketing Manager in ‘Aussie Rural Products Pty. Ltd’. As part of your job role, you must profile and analyse consumer behaviours for organisational markets according to organisational objectives. This includes:
· Determine task objectives as well as international target markets.
· Examine previous marketing plans, strategies, campaigns, and product and service positioning, if possible.
· Determine and select a targeting strategy based on the task and organisational requirements.
· Create a consumer profile for the chosen market.
· Create a positioning strategy.
· Investigate consumer behaviour in target international markets.
· Analyse consumer preferences and interest in international markets of interest.
· Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour.
· Plan strategies for profiling and analysing consumer behaviour.
· In consultation with relevant personnel, identify areas for improvement in order to develop a strategy.
· Present the strategy to the appropriate stakeholders for feedback in accordance with the task requirements.
Skills Test
This assessment task requires you to profile and analyse consumer behaviour for launching the products of ‘Aussie Rural Products Pty. Ltd’ in international market.
This includes:
· Preparing to profile in the international market.
· Analysing consumer behaviours.
· Developing and recommending strategies for profiling and analysing consumer behaviours.
To do so, the student will be required to complete the following activities:
· Activity 1: Prepare to profile
· Activity 2: Analyse consumer behaviours
· Activity 3: Develop and recommend strategies.
Stakeholders: Roles and responsibilities given in individual activities.
Note:
· The trainer/assessor will take on the role of Operations Manager.
· Each student will be assessed individually for all assessment activities.
Timeframe to complete the project:
Two weeks (You have two weeks to complete the project): Changes to be made by the training organisation)
Task requirements
· You will be assessed on your technical knowledge and skills to complete this project.
· You will be assessed on working in a team environment and meeting your job role and responsibilities.
· You must follow the instructions provided by the trainer/assessor.
· The task must be completed in the specified timeframe.
Your trainer/assessor will supervise and observe you completing the above activities.
Activity 1: Prepare to profile
This activity requires you to prepare profile and analyse consumer behaviour for the B2C products to be launched for ‘Aussie Rural Products Pty. Ltd’.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Determine task objectives as well as international target markets.
· Analyse the information given in the case study, including marketing plan of the organisation.
· Determine and document the following using Template 1.
· Task objectives
· International target markets
Step 2: Examine previous marketing plans, strategies, campaigns, and product and service positioning given in the case study.
· Analyse the following information given in the case study, including marketing plan of the organisation.
· Past marketing plans
· Marketing strategies of ‘Aussie Rural Products Pty. Ltd’
· Advertising campaigns
· Positioning of products and/or services
· Further, document the following using Template 1.
· Existing marketing strategy
· Existing advertising campaigns used by the organisation to promote products and services
· Market positioning
Step 3: Determine and select a targeting strategy based on the task and organisational requirements.
· Determine the task and organisational requirements based on the outcomes of Step 1 and Step 2.
· Determine and select a targeting strategy considering the task and organisational requirements.
· Further, document the following using Template 1.
· Targeting strategy.
· Reason for selection based on task and organisational requirements.
Step 4: Develop consumer profile for the selected international markets based on the following factors and document using Template 1.
· Demographic characteristics
· Psychographic characteristics
· Behavioural characteristics
· Geographic characteristics.
Step 5: Develop positioning strategy based on the outcomes of Step 1- Step 4. Include the following information:
· Vision – Explain the purpose of the product and the direction the product is headed
· Mission – State the reason for the product’s existence, who it will serve, what it will do for them and how it is unique
· Market category – This is the market you are competing in based on your target customer segments.
· Communications channels: to communicate the benefits your product offer to your customers.
· Positioning statement: Explain how your product fulfills a need of your target market.
Template 1: Prepare to profile
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Prepare to profile (500-600 words) |
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Task objectives
International target markets
Existing marketing strategy
Existing advertising campaigns used by the organisation to promote products and services
Market positioning
Targeting strategy.
Reason for selection based on task and organisational requirements
Consumer profile for the selected international markets based on the following factors · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics.
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Performance Criteria/Performance Checklist: Activity 1
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Determined task objectives as well as international target markets. · Analysed the information given in the case study, including marketing plan of the organisation.
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Examined previous marketing plans, strategies, campaigns, and product and service positioning given in the case study. · Analysed the following information given in the case study, including marketing plan of the organisation. · Past marketing plans · Marketing strategies of ‘Aussie Rural Products Pty. Ltd’ · Advertising campaigns · Positioning of products and/or services
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Determined and selected a targeting strategy based on the task and organisational requirements. · Determined the task and organisational requirements based on the outcomes of Step 1 and Step 2. · Determined and select a targeting strategy considering the task and organisational requirements. |
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Developed consumer profile for the selected international markets based on the factors . |
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Developed positioning strategy based on the outcomes of Step 1- Step 4. Include the following information: · Vision – Explain the purpose of the product and the direction the product is headed · Mission – State the reason for the product’s existence, who it will serve, what it will do for them and how it is unique · Market category – This is the market you are competing in based on your target customer segments. · Communications channels: to communicate the benefits your product offer to your customers · Positioning statement: Explain how your product fulfills a need of your target market.
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Activity 2: Analyse consumer behaviours
This activity is a continuation of Activity 1.
This activity requires you to analyse consumer behaviour for target international markets identified in Activity 1.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Investigate consumer behaviour in target international markets based on the below given factors and document using Template 2.
· How consumers feel about alternatives to their preferred brands?
· How consumers choose between the alternatives?
· How consumers behave while shopping?
· How consumer behaviour is swayed by their surrounding environment?
· How marketing campaigns can be improved to more effectively influence customer behaviour?
Step 2: Analyse consumer needs and interest in target international markets.
· Analyse the target market segments identified in Step 1.
· Analyse consumer needs and interest in target international markets and document using Template 2.
Step 3: Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour.
· Conduct online research on the following factors affecting consumer behaviour for the specified products.
· Individual
· Social
· Cultural
· Lifestyle influences
· Examine the impact of individual, social, cultural, and lifestyle influences on consumer behaviour and document using Template 2.
Template 2: Analyse consumer behaviours
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Analyse consumer behaviours (300-400 words) |
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How consumers feel about alternatives to their preferred brands?
How consumers choose between the alternatives?
How consumers behave while shopping?
How consumer behaviour is swayed by their surrounding environment?
How marketing campaigns can be improved to more effectively influence customer behaviour?
Analyse consumer needs and interest in target international markets
The impact of individual, social, cultural, and lifestyle influences on consumer behaviour
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Performance Criteria/Performance Checklist: Activity 2
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Investigated consumer behaviour in target international markets . |
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Analysed consumer needs and interest in target international markets. · Analysed the target market segments identified in Step 1. · Analysed consumer needs and interest in target international markets
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Examined the impact of individual, social, cultural, and lifestyle influences on consumer behaviour. · Conducted online research on the following factors affecting consumer behaviour for the specified products. · Individual · Social · Cultural · Lifestyle influences · Examined the impact of individual, social, cultural, and lifestyle influences on consumer behaviour |
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Activity 3: Develop and recommend strategies.
This activity is a continuation of Activity 2.
This activity requires you to develop and recommend strategies for profiling and analysing consumer behaviour based on the outcomes of Activity 1 and Activity 2.
To do so, you are required to:
· Follow the steps given below.
· Complete the template/s associated with each step.
· Submit the completed templates to the trainer/assessor.
Step 1: Plan strategies for profiling and analysing consumer behaviour.
· Analyse the outcomes of Activity 1 and Activity 2.
· Determine strategies for profiling and analysing consumer behaviours and document using Template 3. Include the following information:
· Strategy for profiling consumers.
· Strategy for analysing customer behaviours.
Step 2: In consultation with Operations Manager and General Manager, identify areas for improvement to developed strategy.
· Arrange an appropriate place and time to consult with Operations Manager.
· Conduct a meeting with the following stakeholders:
· Operations Manager
· General Manager
To do so, you are required to arrange a meeting with the stakeholders.
The roles and responsibilities are as below:
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Roles and responsibilities (Marketing Manager) · Collaborate and consult with stakeholders to discuss the following: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. · Seek areas for improvement to developed strategy from Operations Manager and General Manager. · Use listening and questioning to confirm and clarify understanding. · Conduct the meeting based on the Script provided. · Answer the questions asked by the stakeholders.
Roles and responsibilities (Stakeholders) · Provide feedback on existing marketing opportunities. · Participate in the meeting based on the ‘Script’ provided. |
To conduct the meeting, you must follow the meeting process and the meeting script provided below.
Meeting process:
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Before the meeting |
1. Create a meeting agenda. · Confirm the meeting time and place with the trainer/assessor. · Use the meeting agenda template provided to prepare the meeting agenda. 2. E-mail the meeting agenda to the meeting participants and request confirmation for the meeting. |
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During the meeting |
1. Welcome the participants 2. Collaborate and consult with stakeholders to: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. 3. Clarify the understanding of the stakeholders. 4. Seek feedback on the strategies to profile and analyse consumer behaviour. 5. Conduct the meeting based on the ‘Meeting script’ provided. |
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After the meeting |
1. Summarise the agreed outcomes using the meeting minutes template provided. |
Meeting script:
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Script: Meeting The Marketing Manager /Student will collaborate with stakeholders and discuss the following: · Consumer profile for the selected international markets: · Demographic characteristics · Psychographic characteristics · Behavioural characteristics · Geographic characteristics. · Positioning strategy: · Vision · Mission · Market category · Communications channels · Positioning statement · Strategy for profiling consumers. · Consumer behaviour in target international markets: · How consumers feel about alternatives to their preferred brands? · How consumers choose between the alternatives? · How consumers behave while shopping? · How consumer behaviour is swayed by their surrounding environment? · How marketing campaigns can be improved to more effectively influence customer behaviour? · Strategy for analysing customer behaviours. During the discussion, the Marketing Manager /Student will ask the following questions to seek feedback: Q1. Does the strategy for profiling consumers align with the selected international markets or are their any changes required? Q2: Are they satisfied with existing consumer behaviour researched? Q3: What are the areas of improvement in the strategy for profiling and analysing consumer behaviour require?
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Script for Stakeholders: |
Note: Stakeholders will provide the following response to the Marketing Manager/Student: Q1: The strategy for profiling consumers aligns with the selected international markets however the strategy for analysing customer behaviours must incorporate clear guidelines to be followed when analysing customer behaviours. Q2: Existing consumer behaviour researched is satisfactory. Q3: Based on the feedback received in Q1. |
Step 3: Revise the strategies for profiling and analysing consumer behaviours based on the feedback received in Step 2 and submit it to the trainer/assessor.
Template 3: Develop and recommend strategies.
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Develop and recommend strategies. (500-600 )words |
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Strategy for profiling consumers.
Strategy for analysing customer behaviours.
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Performance Criteria/Performance Checklist: Activity 3
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This task must address the following performance criteria/ performance checklist. |
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To be assessed as satisfactory (S) in this assessment task, the participant needs to demonstrate competency in the following critical aspects of evidence |
S |
N/S |
Trainer/Assessor to complete (Comment and feedback to students) |
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Planned strategies for profiling and analysing consumer behaviour. · Analysed the outcomes of Activity 1 and Activity 2. · Determined strategies for profiling and analysing consumer behaviours and document using Template 3. Include the following information: · Strategy for profiling consumers. · Strategy for analysing customer behaviours.
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In consultation with Operations Manager and General Manager, identified areas for improvement to developed strategy. · Arranged an appropriate place and time to consult with Operations Manager. · Conducted a meeting with the following stakeholders: · Operations Manager · General Manager
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Revised the strategies for profiling and analysing consumer behaviours based on the feedback received in Step 2 and submit it to the trainer/assessor. |
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The student’s performance was: |
· Not satisfactory · Satisfactory |
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Feedback to student:
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Student signature |
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Observer signature |
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Assessment Results Sheet
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Outcome |
Outcome (make sure to tick the correct checkbox):
Satisfactory (S) ☐ or Not Satisfactory (NS) ☐
Date: _______(day)/ _______(month)/ ____________(year)
Feedback:
Outcome (make sure to tick the correct checkbox):
Satisfactory (S) ☐ or Not Satisfactory (NS) ☐
Date: _______(day)/ _______(month)/ ____________(year) Feedback:
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Student Declaration |
· I declare that the answers I have provided are my own work. Where I have accessed information from other sources, I have provided references and or links to my sources. · I have kept a copy of all relevant notes and reference material that I used as part of my submission. · I have provided references for all sources where the information is not my own. I understand the consequences of falsifying documentation and plagiarism. I understand how the assessment is structured. I accept that the work I submit may be subject to verification to establish that it is my own. · I understand that if I disagree with the assessment outcome, I can appeal the assessment process, and either re-submit additional evidence undertake gap training and or have my submission re-assessed. · All appeal options have been explained to me.
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Student Signature |
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Date |
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Trainer/Assessor Name |
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Trainer/Assessor Declaration |
I hold:
☐ Vocational competencies at least to the level being delivered ☐ Current relevant industry skills ☐ Current knowledge and skills in VET, and undertake ☐ Ongoing professional development in VET
I declare that I have conducted an assessment of this student’s submission. The assessment tasks were deemed current, sufficient, valid and reliable. I declare that I have conducted a fair, valid, reliable, and flexible assessment. I have provided feedback to the student.
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Trainer/Assessor Signature |
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Date |
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Office Use Only |
The outcome of Assessment has been entered into the Student Management System
on _________________ (insert date)
by (insert Name) __________________________________
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Appendix A: Reasonable Adjustments
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Write (task name and number) where reasonable adjustments have been applied:
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Reasonable Adjustments
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· Students with carer responsibilities, cultural or religious obligations, English as an additional language, disability etc. can request for reasonable adjustments. · Please note, academic standards of the unit/course will not be lowered to accommodate the needs of any student, but there is a requirement to be flexible about the way in which it is delivered or assessed. · The Disability Standards for Education requires institutions to take reasonable steps to enable the student with a disability to participate in education on the same basis as a student without a disability. · The trainer/assessor must complete the section below “Reasonable Adjustment Strategies Matrix” to ensure the explanation and correct strategy have been recorded and implemented. · The trainer/assessor must notify the administration/compliance and quality assurance department for any reasonable adjustments made. · All evidence and supplementary documentation must be submitted with the assessment pack to the administration/compliance and quality assurance department. |
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Reasonable Adjustment Strategies Matrix (Trainer/Assessor to complete)
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Category |
Possible Issue |
Reasonable Adjustment Strategy (select as applicable) |
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LLN |
Speaking Reading Writing Confidence |
Verbal assessment Presentations Demonstration of a skill Use of diagrams Use of supporting documents such as wordlists |
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Non-English Speaking Background |
Speaking Reading Writing Cultural background Confidence |
Discuss with the student and supervisor (if applicable) whether language, literacy and numeracy are likely to impact on the assessment process Use methods that do not require a higher level of language or literacy than is required to perform the job role Use short sentences that do not contain large amounts of information Clarify information by rephrasing, confirm understanding Read any printed information to the student Use graphics, pictures and colour coding instead of, or to support, text Offer to write down, or have someone else write, oral responses given by the student Ensure that the time available to complete the assessment, while meeting enterprise requirements, takes account of the student’s needs |
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Indigenous |
Knowledge and understanding Flexibility Services Inappropriate training and assessment |
Culturally appropriate training Explore understanding of concepts and practical application through oral assessment Flexible delivery Using group rather than individual assessments Assessment through completion of practical tasks in the field after demonstration of skills and knowledge. |
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Age |
Educational background Limited study skills |
Make sure font size is not too small Trainer/Assessor should refer to the student’s experience Ensure that the time available to complete the assessment takes account of the student’s needs Provision of information or course materials in an accessible format. Changes in teaching practices, e.g. wearing an FM microphone to enable a student to hear lectures Supply of specialised equipment or services, e.g. a note-taker for a student who cannot write Changes in lecture schedules and arrangements, e.g. relocating classes to an accessible venue Changes to course design, e.g. substituting an assessment task Modifications to the physical environment, e.g. installing lever taps, building ramps, installing a lift |
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Educational background |
Reading Writing Numeracy Limited study skills and/or learning strategies |
Discuss with the Student previous learning experience Ensure learning and assessment methods meet the student’s individual need |
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Disability |
Speaking Reading Writing Numeracy Limited study skills and/or learning strategies |
Identify the issues Create a climate of support Ensure access to support that the student has agreed to Appropriately structure the assessment Provide information or course materials in an accessible format, e.g. a textbook in braille Changes in teaching practices, e.g. wearing an FM microphone to enable a student to hear lectures Supply of specialised equipment or services, e.g. a note-taker for a student who cannot write Changes in lecture schedules and arrangements, e.g. relocating classes to an accessible venue Changes to course design, e.g. substituting an assessment task Modifications to the physical environment, e.g. installing lever taps, building ramps, installing a lift
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Explanation of reasonable adjustments strategy used
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Trainer/Assessor Name |
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Trainer/Assessor Declaration |
I declare that I have attached all relevant evidence to provide reasonable adjustment. The training package guidelines and criteria have not been compromised in the process of providing reasonable adjustment to the student. I declare that I have conducted a fair, valid, reliable, and flexible assessment. I have provided explanation of reasonable adjustments strategy used, as required.
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Trainer/Assessor Signature |
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Date |
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Appendix B: Learner Evaluation Form
Please complete this evaluation form as thoroughly as you can, in order for us to continuously improve our training quality. The purpose of the evaluation form is to evaluate the areas below:
· logistics and support
· facilitation
· training material
· assessment
Your honest and detailed input is therefore, of great value to us, and we appreciate your assistance in completing this evaluation form!
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Unit of Competency Name |
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Trainer/Assessor Name |
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Student Name (Optional) |
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Dates of Training |
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Employer/Work site (if applicable) |
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Date of Evaluation |
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A |
Logistics and Support Evaluation |
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No. |
Criteria/Question |
Strongly Disagree |
Disagree |
Neutral |
Agree |
Strongly Agree |
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The communication regarding the required attendance and time to study to pass this unit was correct |
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The staff were efficient and helpful. |
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3 |
The training equipment and material used was effective and prepared. |
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The training venue was conducive to learning (set-up for convenience of students, comfortable in terms of temperature, etc.) |
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Additional Comments on Logistics and Support
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No. |
Criteria/Question |
Strongly Disagree |
Disagree |
Neutral |
Agree |
Strongly Agree |
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B |
Trainer/Assessor Evaluation |
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1 |
The trainer/assessor was prepared and knowledgeable on the subject of the program |
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2 |
The trainer/assessor encouraged student participation and input |
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3 |
The trainer/assessor made use of a variety of methods, exercises, activities and discussions |
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4 |
The trainer/assessor used the material in a structured and effective manner |
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5 |
The trainer/assessor was approachable and respectful of the learners |
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6 |
The trainer/assessor was punctual and kept to the schedule |
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7 |
The trainer/assessor was easy to understand and used the correct language |
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Additional Comments on Training |
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No. |
Criteria/Question |
Strongly Disagree |
Disagree |
Neutral |
Agree |
Strongly Agree |
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C |
Learning Evaluation |
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1 |
The learning outcomes of the unit are relevant and suitable. |
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2 |
The content of the unit was relevant and suitable for the target group. |
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3 |
The length of the training was suitable for the unit. |
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4 |
The learning material assisted in the learning of new knowledge and skills to apply in a practical manner. |
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5 |
The learning material was free from spelling and grammar errors |
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6 |
Handouts and exercises were clear, concise and relevant to the outcomes and content. |
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7 |
Learning material was generally of a high standard, and user-friendly |
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Additional Comments on Learning Evaluation |
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Expected sales ($000) January February March April May June July August September October November December 550 350 650 640 660 720 680 700 720 690 810 900
AISL Pty Ltd T/A Rosehill College RTO No: 41257 | CRICOS Code: 03622A Level 2 & 4, 616-620 Harris Street, Ultimo NSW2007, Australia Version 1.0 Last updated: June 2022 Version Number: 10 (Review date: 01/06/2022) Unit CodeBSBMKG549 Page 2 of 11
AISL Pty Ltd T/A Rosehill College RTO No: 41257 | CRICOS Code: 03622A Level 2 & 4, 616-620 Harris Street, Ultimo NSW2007, Australia Version 1.0 Last updated: June 2022 Version Number: 10 (Review date: 01/06/2022) Unit CodeBSBMKG549 Page 2 of 11
