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MKT512 Assessment 3 [Report] v3 Page 1 of 4

Assessment 3 - Report Marketing Principles & Practice 512 (MKT510)

Candidate Name:

Assessor/s: Glenn Rodrigues

Date/s of Assessment: Week 5

Unit/s of Competency/ elements to be assessed:

Units of Competency to be assessed: BSBMKG501: Identify & evaluate marketing opportunities BSBMKG502: Establish & adjust the marketing mix BSBMKG507: Interpret Market Trends and Developments

Assessment Description

This assessment requires the candidate to research and conduct an analysis of market data in order to determine organisational and competitor business performance and identify potential opportunities. This assessment will contribute 30% towards the overall assessment for Marketing 512

Assessor Instructions Please ensure that you have read the requirements for this assessment at the beginning of the semester. Students would need to have access to the internet, namely information from these two websites. Tourism Research Australia (http://www.tra.gov.au/) and Tourism Australia (http://www.tourism.australia.com/). Information on Australia’s Target Marketing and the results of its survey are found in the ‘Market’ Tab. Students are to develop a survey based on the information gleaned from the Tourism Australia Website. They then have to demonstrate their competency based on their understanding of target markets and segment, and ability to interpret the raw data of their surveys.

Assessment Conditions:

• This assessment is due in Week 5

• Report must be submitted electronically through the My Phoenix Online Marketing Principles & Practice portal page.

• The report’s content, format and level of detail are in accordance with conventional standards for business report writing.

• The report includes clearly and effectively presented data in a visual format.

Reasonable adjustment:

Where a student has a disability or condition that affects their ability to carry out the assessment as set out in this document, adjustments can be made to allow them to carry out the assessment. These adjustments will not interfere with the assessment requirements set out in the unit of competency and associated training package. Any adjustments to this assessment will be discussed and agreed upon by assessor and candidate prior to the date for the assessment.

Identified OHS hazards: No hazards identified

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Material and/or resources required:

Computer with word processor Access to the internet

Instructions to Candidate: Assessment 2 – Marketing Principles & Practice 512 (MKT510) Australia is ranked 7th in the world for global tourism expenditure and has the world’s largest daily expenditure. Over 6 million people visit Australia each year with more than 60% of international visitors being return visitors (Tourism Research Australia 2013) Recent research by Tourism Australia and Tourism Research Australia has a list of factors that tourist value when choosing a holiday, these factors include;

• A safe and secure destination

• World class beauty and natural environment

• A family friendly destination Visit the Tourism Australia http://www.tourism.australia.com/ and Tourism Research Australia http://www.tra.gov.au/websites and have a look at the research undertaken and complete these tasks. You may also find further information about visitors to Australia here: https://dfat.gov.au/geo/Pages/countries-and-regions.aspx

PART 1

What do you understand of the term “target market” and segmentation? What is Australia’s target market? (200 words) BSBMKG502 – PC 1.6

PART 2

Choose ONE country outlined in the different market region other than Australia. So for example, under Markets Regions, go to South and South East Asia and choose between Singapore, Malaysia, India and Indonesia. You may also choose other Asian countries for which data is provided such as China, Japan and South Korea

DO NOT CHOOSE YOUR OWN COUNTRY AT THIS STAGE – but choose a country where you have access to AT LEAST 8 or 10 people who come from there (HINT: Students at Phoenix Academy)

• What do you understand with regards to tourists from that country?

• Does it fit with Australia’s target market? HINT: Choose a country from where you have access to the most information. (500 to 800 words) BSBMKG501 – FS 1.1 – 1.3 BSBMKG502 – PC 2.1, 2.2 FS – 1.1-1.7, 2.1-2.5, 3.1, 3.2, 3.4 BSBMKG507 – PC 1.4, 1.5 FS – 1.2, 1.5, 2.1, 2.3

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PART 3a Based on the profile outlined by Tourism Australia, create a survey form to assist in collecting quantitative data (a minimum of ten questions) on the country you have chosen. Do research online and offline with regards to surveys and how to develop them. Please ensure that they comply with all Australian Legislative, Regulatory and Ethical Requirements. The objectives are:

i. Questions in the survey are to be in line with the researched profiles in the Tourism Australia website, including the factors used in their research.

ii. Distribute the developed survey out to at least 20 tourists of your selected country.

PART 3b

Using appropriate statistical analysis tools to analyze the data and compare your findings to the findings of Tourism Australia. Are they the same or different? Remember your analysis must include the use of:

Central tendency (mean, mode, median) OR

Measures of dispersion AND AT LEAST ONE of the following concepts or procedures

1. Normal distribution 2. Standard Deviation 3. Sampling 4. Correlations between sets of data (T-test)

ii. Prepare, plot and interpret the data for visual representation iii. Provide a brief analysis covering your findings in a report.

(1000 to 1200 words – Part 3a & Part 3b) BSBMKG501 – FS 1.1-1.3, 2.1-2.5, 3.1-3.5 BSBMKG502 – PC 1.6 FS 1.1-1.7, 2.1-2.5, 3.1-3.5 BSBMKG507 – PC 1.1, 1.2, 1.3, 1.4 2.1, 2.3, 3.1, 3.2, 3.3 FS 1.1-1.5, 2.1-2.3, 3.1-3.3

PART 4

Tourism Australia would like to increase visitor numbers from another country. Research the current market for tourists from YOUR COUNTRY and investigate the possibility of increasing the number of people who visit Australia from there. Examine how current Australian business operations need to be modified (changed) to achieve this and list the resources needed to take advantage of these newly identified and evaluated opportunities. You will need to:

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• Examine legislation in your country, codes of practice and national standards that might affect marketing operations.

• Describe the organizational marketing plan, structure, products and services.

• Explain principles of marketing and marketing mix

• Describe statistical methods to evaluate marketing opportunities, including forecasting techniques (1000-1200 words)

BSBMKG501 – PC 1.1, 1.2, 1.3, 1.6, 2.1, 2.3, 3.1, 3.2, 3.3, 3.5 BSBMKG502 – PC 1.3, 1.5, 1.6, 1.7, 2.1, 2.2, 2.3, 2.4, 2.5 FS 1.1-1.7, 2.1-2.5, 3.1-3.5 BSBMKG507 – PC 2.3, 3.1 FS 3.1-3.3

PART 5

Ensure you include a cover page, content page, introduction and conclusion. BSBMKG501 – FS – 1.1-1.3, 2.5, 3.1, 3.4, 3.5 BSBMKG502 – FS – 1.1-1.7, 2.1-2.3, 3.1, 3.2 BSBMKG507 – FS – 3.1-3.3