Assessment Task 3

BSBMKG603B Manage the marketing process

Marketing performance report

Nov 2013 Version: 1

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Assessment Task 3

BSBMKG603B Manage the marketing process

Submission details
Candidates
Name

Candidat
es ID
number

Assessors
Name

Due
Date

Assessment
Date/s

Time/s

Instructions to Students
1
2

3
4
5

7
8

You must accurately complete the Student Assessment Pack.

Your Assessor may want to discuss written answers with you to get
further evidence of your understanding and to check that it is your
original work
You need to submit Assessment Cover Sheet for each assessment.
You are permitted to use dictionaries and to seek support, as
required.
Where your work has been deemed as unsatisfactory, you will be
permitted to resubmit the assessment. Refer to RGIT reassessment
policy and procedure.
Unless the assessment task specifically allows pair work or group
activities such as brainstorming, you must submit their own original
work and are not permitted to copy the work of other students.
Plagiarism is never acceptable.
Assessments must be submitted on their due dates.
Extensions are permitted in consultation with the trainer.

Nov 2013 Version: 1

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Assessment Task 3

BSBMKG603B Manage the marketing process

Performance objective
In this task you are required to review the implementation and progress of
a marketing plan, based on the established plan and metrics.

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Assessment Task 3

BSBMKG603B Manage the marketing process

Assessment description
Read the case study and understand the marketing objectives for the
organisation. You will need to analyse and measure progress of the plan
against established KPIS, and review targets for the next phase of the
marketing plan. Data evaluation techniques to measure marketing
performance should be demonstrated be the learner.
Learners will need to have read case study material contained within the
previous two assessments to assist development of Assessment Task 3
answers.

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Assessment Task 3

BSBMKG603B Manage the marketing process

Procedure
Using the case study provided, detail the outcomes of ongoing marketing
activities to develop a marketing performance report. The report should
follow the three headings below:
1. Analysis: analyse the marketing outcomes, changes in marketing
and calculated marketing metrics (ROMI and market share).Describe
the changes required to meet strategic objectives.
2. KPIs: Explain any success or performance gaps in the case study as
measured against the KPIs mentioned earlier. Identify what you
believe are the causes and effects of any successes or gaps. Describe
marketing outcomes and how you could improve strategic
performance.
3. Targets: for any identified over-performances (against targets),
describe the trends and reasons for these, and set new targets for
the next 1218 months.

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Assessment Task 3

BSBMKG603B Manage the marketing process

Specifications
You must provide:
A marketing performance report [Steps 13].

Your assessor will be looking for:

Evidence that you analysed and identified the needs of the case

study, and reflected these in the strategic presentation you have

developed.

Adjustment for distance-based learners:

Complete assessment as per instructions, except the meeting with

your manager (the assessor) will be via phone, a social networking

site or other live telephone or video medium.

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Assessment Task 3

BSBMKG603B Manage the marketing process

Case study
Lamberts Consulting provides you with a report on the home-wares market
in Brisbane six months later. Their latest estimate is that the market for
home-wares in the Brisbane market is $199 million per annum up from
$175 million per annum last year. The predicted growth was 10% for this
year. Lamberts said that the large increase in interstate migration was
increasing the building activity and consequently the home-wares sector.
Lamberts expects this trend to continue for at least the next five years.
You print a copy of the latest store averages and note that the average
weekly sale for the 15 Brisbane stores has grown to $28,200 per week per
store. Expectation was 8.5% growth on $24,680 per week per store.
Market share was targeted at 12%.
You also check the latest market expenditure report to see the amount of
money invested in marketing activities to get the stores to this new level.
You note the following expenditure over the past six months
Advertising $250,000, PR $30,000, in-store promotions $60,000, internet
marketing $100,000.
You believed that the extra expenditure in web marketing was justified in
preparation for the on-line merchandise sales that will be included in the
next marketing period. You also believe that there is a need for the
company to shift more of its marketing budget into web marketing
activities in line with the industry trends.
With a growing market you believe that by maintaining market share the
company will get solid and controllable growth. Pushing for increased
market share in a growing market could cause customer service and
management issues.

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