Qualification BSB51915 Diploma of Leadership and Management

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Details of Assessment
Term and Year , 2017 Time allowed 8 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type e-Marketing Plan
Due Date Week 8 Room TBA
Details of Subject
Qualification BSB51915 Diploma of Leadership and Management
Subject Name Marketing
Details of Unit(s) of competency
Unit Code (s) and Names BSBMKG510 Plan E-Marketing Communications
Details of Student
Student Name
College Student ID
Student Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source. Signature: ___________________________
Date: _______/________/_______________
Details of Assessor
Assessor’s Name
Assessment Outcome
Results
0 Competent 0 Not Yet Competent
Marks / 100
FEEDBACK TO STUDENT
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my right to appeal and the reassessment procedure.
Signature: ____________________________
Date: ____/_____/_____ Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback
0 Student did not attend the feedback session.
Feedback provided on assessment.
Signature: ____________________________
Date: ____/_____/_____

Purpose of the Assessment
The purpose of this assessment is to assess the student in the following learning outcomes: Competent
(C) Not Yet Competent
(NYC)
Develop an e-marketing plan for at least ONE product or service, that meets all legislative and organisational requirements, and contains:
an action plan
a schedule
costing
a monitoring strategy
evaluation methods
Assessment/evidence gathering conditions
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student can only achieve competence when all assessment components listed under “Purpose of the assessment” section are recorded as competent. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment
• Computer with relevant software applications and access to internet
• Weekly eLearning notes relevant to the tasks/questions
Instructions for Students
Please read the following instructions carefully
• This assessment has to be completed 1 In class 1 At home
• The assessment is to be completed according to the instructions given by your assessor.
• Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within two weeks of the assessment due date. All other feedback will be provided by the end of the term.
• Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency.
• If you are not sure about any aspects of this assessment, please ask for clarification from your assessor.
• Please refer to the College re-assessment for more information (Student Handbook).

ASSESSMENT ACTIVITY: E-MARKETING STRATEGY/PLAN
INSTRUCTIONS:
You are required to produce an E- Marketing Plan/Strategy for a Small Business, product or service of your choice. Types of business and product/services that you may wish to choose may include (but not limited to):
• An online clothing store or departmental store
• An online sports bet company
• A food delivery company
• An online grocery store
• A deals website (similar to ozbargain)
• A small electronics company (manufactures electronic accessories)
• An online printing and publishing company
• A bookstore
• A web hosting & domain selling company
• A cloud service provider
However, the scope and choice of the business, product or service is not limited to the list above and you may wish to use a business, product or service at your discretion.
You do not require any information from this business to undertake this assessment as it is your delegated task to research and provide and implement an E- Marketing Plan/Strategy for the business, product or service based on the assumptions you have made during your research. Using the e-Marketing template & the structure as provided below, develop a full version of the E-Marketing Plan/Strategy.
E-MARKETING PLAN STRUCTURE
1. Executive Summary
2. Introduction
3. Situational Analysis
a. SWOT Analysis
b. Issues Identified
4. The e-Marketing Schedule – Gantt Chart or Timeline for the e-Marketing Plan
5. The e-Marketing Strategies & Action Plan
a. product strategies
b. price strategies
c. promotion strategies
d. distribution strategies
6. Costing and Budget
7. Technical Issues
a. website content & searchability
b. Customer registration & logging security (for customers and staff)
c. Coupon codes, rewards for old clients, discounts
d. multimedia
e. autoresponders
f. order forms and feedback forms
g. access levels to online resources
h. credit card transactions
i. website hosting
j. website publishing
k. technical staff (size, requirements)
8. Monitoring Strategy
9. e-Marketing Evaluation methods
10. Appendix
11. Bibliography & References
GENERIC GUIDELINES FOR REPORTING
• Include any Supplementary Documents utilized
• All sources are referenced consistently and comprehensively using the recommended referencing system as prescribed in the subject description/outline.
• Use of language is appropriate to academic writing, the industry context, Marketing themes and principles and the assessment criteria
• The responses are succinctly and clearly written or presented in English
• Overall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc.

E-MARKETING PLAN – COMPANY NAME
Prepared by:
Date:
EXECUTIVE SUMMARY
Provide an executive summary of at least 300 words. The summary should include:
• Overview of the organisation
• The product or service you decided to prepare an e-marketing plan for
• The target market of the product or service
• Key objectives of your e-marketing plan
TABLE OF CONTENTS PAGES
1. Executive Summary
2. Introduction
3. Situational Analysis
• SWOT Analysis
• Issues Identified
4. The e-Marketing Schedule
• Gantt Chart or Timeline for the e-Marketing Plan
5. The e-Marketing Strategies & Action Plan
• product strategies
• price strategies
• promotion strategies
• distribution strategies
6. Costing and Budget
7. Technical Issues
• website content & searchability
• Customer registration & logging security (for customers and staff)
• Coupon codes, rewards for old clients, discounts
• multimedia
• autoresponders
• order forms and feedback forms
• access levels to online resources
• credit card transactions
• website hosting
• website publishing
• technical staff (size, requirements)
8. Monitoring Strategy
9. e-Marketing Evaluation methods
10. Appendix
11. Bibliography & References

INTRODUCTION
Your introduction should include:
1. Mission, Vision and objectives of the organisation in regard to the product or service
o The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
o What the ‘Return on investment’ will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.
o Define objectives for each part of the customer journey – Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
o Make sure that your objectives reflect exactly what you will be measured on (KPI’s).
2. Summary of strategies and tactics to be used – Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.
3. A brief summary of the marketing environment for this product or service
4. Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.
Mission, Objectives:
Summary of Strategies and tactics to be used:
Summary of Marketing Environment:
Projected outcomes on Return of Investment:
SITUATION ANALYSIS
The situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:
• Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysis
• Summary of the key issues that have emerged
• Where possible use qualitative and quantitative data to support your analysis
• Use images, charts and graphs to illustrate your findings
SWOT ANALYSIS / PESTLE ANALYSIS:
E-MARKETING SCHEDULE
Your e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s) that relates to your activity.
e-Marketing Activities
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

THE E-MARKETING STRATEGIES & ACTION PLAN
The Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. Also address how each of the following strategies will comply with the Australian e-Marketing Code of Practice.
Product strategies:
Price strategies:
Promotion strategies:
Distribution strategies:
BUDGET & COSTING FOR THE E-MARKETING PLAN
This section of the plan will outline your budget & costing. This is best presented as a single spreadsheet or table with tactics broken down by awareness, acquisition and conversion. Provide specific detail on the following:
1. Your total cost breakdown (overall spend across tactics)
2. Weekly phasing of budget spend across all tactics
3. Any financial KPI’s and milestones that need to be reached
4. Phased return on investment across tactics
5. A summary on the estimated financial benefits from this e-Marketing Plan
For the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and profit’ analysis can be used to help you quantify the net profit that your e-Marketing plan will generate. Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps.

E-MARKETING TECHNICAL ISSUES
This section should clarify the technicalities of your e-marketing plan. The section should include the following (add more issues if required):
• website content & search ability
• Customer registration & logging security (for customers and staff)
• Coupon codes, rewards for old clients, discounts
• multimedia
• auto responders
• order forms and feedback forms
• access levels to online resources
• credit card transactions
• website hosting
• website publishing
• technical staff (size, requirements)
THE E-MARKETING MONITORING STRATEGY & EVALUATION METHODS
The final part of plan should explain and describe how you will monitor the e-Marketing plan when it is activated. You will also have to describe the methods you will use to measure the success or failure of your e-marketing plan for the product or the service.

Monitoring Strategy:
Evaluation Methods:
APPENDIX
Include any attachments, facts, figures, pictures, diagrams, brochures, web screenshots, etc that you have discussed in your plan and may relate to explain the e-marketing plan more clearly.

REFERENCES USED IN THE E-MARKETING PLAN



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