Assessment Task 2- Marketing Activity

Performance objective

The students must demonstrate the performance outcomes, skills and knowledge required to plan and coordinate a range of marketing and promotional activities at an operational level.

Assessment description

You are required to plan and coordinate a marketing activity for an operation, product or service. This may include a special tour, function, event, sales promotion or similar.

The marketing activity must be relevant to your area of work or training for example in a department within the Tourism, Travel, Hospitality or Event Industries.

Procedure

You are required to plan and coordinate a marketing activity for an operation, product or service. This may include a special tour, function, event, sales promotion or similar.

The activity may be for your workplace/organisation or as instructed by your trainer as follows:

Type of Activity: ______________________________________________

Organisation: ______________________________________________

Location: ______________________________________________

Time frame to complete Activity:______________________________________________

Feedback from submission of Action Plan: _____________________________________________

To plan and coordinate your marketing activity, the following aspects need to be included in a cohesive plan:

1.Provide an overview for the planned marketing activity which must include:

a.What is the goal of the activity?

b.Why was the activity selected?

c.List the promotional objective(s) you intend to achieve (e.g. awareness, promoting demand, etc.) and describe marketing opportunities which can be used for these.

d.Which planning or organisational documentation was used to inform the activity (reports, previous activities financial statistics, etc.)?

e.What is the overall marketing direction within the organisation (if this exists)?

2.Establish the factors to determine your promotional activities and analyse these supported through research, e.g.ABS statistics; a detailed competitor analysis; substantiated objectives for desired results.

a.Target market (Demographic)

b.Legal and Ethical aspects

c.Budget available

d.Desired Results

e.Timing

f.Competitive market

3.Which information sources, networks and/or distribution and marketing networks will you use to plan and market your activities? How will you use these for the purpose of your planned promotional activities? Which resources will you need to develop for these? Attach these to this assessment.

4.List the mechanisms you will use to reach your identified target market based on the marketing principles (5 P's). Include an analysis in terms of strategy, advantages and disadvantages and costs.

5.Provide an overview of costs for all activities, including direct labour costs and travel expenses where these may apply. Indicate the potential Return on Investment for this activity and explain how you have established this.

6.Write the Action Plan to support the implementation of your promotional activity, summarising the objectives, operational requirements, legal requirements, human resources, communication channels, budget factors, and timelines.

7.Present the completed action plan including budget estimate to your supervisor or person in authority and obtain approval in writing. Attach the authorization to this assessment item.

8.Implement the promotional activities and maintain a log sheet attached as appendix 1 with dates and periodic summaries of results of the campaign. For example, if you are promoting a dinner promoting local wines to occur in 2 months' time, you may summaries the instance of adds launched, promotional activities used, and responses received (inquiries, bookings) e.g. weekly intervals.

9.Write a report evaluating your marketing activity including each of the following criteria:

a.consistency with overall marketing direction

b.exposure that was achieved

c.matching attendees to target market

d.cost-effectiveness of financial and human resources

e.completion within established time frame

f.overall success and suggested improvements for future activities.

Submissions

You must submit:

• All the tasks stated in procedure section
• Marking criteria Checklist filled by assessor

Your assessor will be looking for:

plan and coordinate at least two different marketing activities for an operation, product or service

use industry networks, information sources, and distribution and marketing networks when planning and coordinating the above activities

reflect types of marketing activities used in the relevant industry sector and major industry promotional events in the above activities

apply marketing principles to each marketing activity

evaluate and report on each of the above marketing activities against the following criteria:

oconsistency with overall marketing direction

oexposure that was achieved

omatching attendees to target market

ocost-effectiveness of financial and human resources

• completion within established time frame