Marketing

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Details of Assessment
Term and Year 3, 2017 Time allowed 6 Weeks
Assessment No 1 Assessment Weighting 50%
Assessment Type E-MARKETING PLAN and INTEGRATED MARKETING COMMUNICATION PLAN
Due Date Week 6 Room TBA

 

Details of Subject
Qualification BSB52415 Diploma of Marketing and Communication
Subject Name Marketing Communication II
 
Details of Unit(s) of competency
Unit Code (s) and Names BSBMKG510 Plan e-marketing communications

BSBMKG523 Design and develop an integrated marketing communication plan

 

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  

  Competent        Not Yet Competent

   

Marks                      / 50

 

 

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

 

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)

BSBMKG510 Plan e-marketing communications
1.1 In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation’s strategy, direction and values    
1.2 Develop an e-marketing strategy or plan that addresses aims and targets of organisation’s existing business or marketing plan, and is consistent with organisational and budgetary requirements    
1.3 Develop a value proposition for e-marketing strategy or plan    
1.4 Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan    
1.5 Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives    
1.6 Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies    
1.7 Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements    
2.1 Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required    
2.2 Establish strategies for evaluation of website as a marketing tool    
2.3 Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required    
2.4 Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation    
2.5 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan    
2.6 Integrate website marketing strategy into overall e-marketing strategy    
2.7 Evaluate effectiveness of website marketing strategy    
BSBMKG523 Design and develop an integrated marketing communication plan
1.1 Confirm marketing communication purpose and objectives with client    
1.2 Obtain comprehensive client and product information    
1.3 Review outcomes of previous marketing communication with client    
1.4 Confirm budget allocation with client    
2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs    
2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication    
2.3 Define key characteristics, competitive factors and market situation facing product or service    
2.4 Include a summary of information on target audience, and legal and ethical constraints    
3.1 Select marketing communication options appropriate for marketing communication brief    
3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service    
3.3 Determine media characteristics matching brief requirements    
3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences    
3.5 Evaluate media styles against the brand character of product or service being marketed    
3.6 Compare advantages and disadvantages of selecting multiple media in a media plan    
3.7 Develop and apply criteria for selecting multiple media combinations    
4.1 Select media vehicles that match requirements of marketing brief for product or service    
4.2 Recommend primary and secondary marketing media that meet target audience preferences    
4.3 Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints    
5.1 Identify creative content for chosen media using consumer language in the brief    
5.2 Identify pitch or appeal for product or service in the brief that meets client requirements    
5.3 Identify supporting information required for consumer understanding of product or service in the brief    
5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief    
5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief    
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      In class    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 Brief (Individual Assessment): Developing e-Marketing Plan and Integrated Marketing Communication Plan

 

ORGANISATION DETAILS

Note: The organisational details used in this assessment have been sourced (and to some extent paraphrased) from the organisation’s website and other relevant documents of the organisation. The information used here is solely for educational purpose.

 

Organisation History:
Kogan.com
is Australia’s largest online retailer. The organisation takes pride on selling the best products at market-smashing prices. The organisation was founded in 2006, by the young entrepreneur Ruslan Kogan in his parents’ garage. Beginning with LCD televisions shipped directly from the manufacturer to customers, a revolutionary business model was born; one in which unnecessary costs are bypassed and the savings passed on to customers.

The company has grown over the last few years at an astonishing speed, allowing us to offer more amazing products and reach more customers across the world. We have now delivered over 3,000,000 products worldwide, and our dedication to the Kogan.com mission has never been stronger.

In February 2016, Dick Smith (Kogan’s competitor) said it would shut 363 stores across Australia and New Zealand after its receivers Ferrier Hodgson were unable to find a suitable buyer for the company. In May 2016, online retailer Kogan.com purchased the Dick Smith brand, trademarks, intellectual property, and its online business in Australia and New Zealand, for an undisclosed sum. On 4 May 2016, Kogan.com relaunched the Dick Smith brand-name as an online-only technology retailer in Australia and New Zealand.

 

Organisation Mission (as mentioned in the website):

It is the Kogan.com mission to:

 

  1. i) Provide products that you want.

The Kogan.com business model is all about you, the customer. That’s why, when you click around our website, you will find and discover all the products that you want and need. Kogan.com is best known for our impressive range of electronics such as TVs, tablets and phones, but we also have an ever-growing range of products in categories such as Home, Kitchen, Fitness, Gardening, Lighting and more.

 

  1. ii) At prices you can afford.

Kogan.com prides itself on offering the products you want at incredible prices. As an independent online store, we are able to go straight to the manufacturers, and bypass the agents, importers, wholesalers, distributors and retailers that are usually part of the retail process. By cutting out these expensive middlemen, we can pass the savings on to you, where they belong!

iii) With a safe returns policy.

At Kogan.com, we stand behind our products. That’s why we offer refunds on our Kogan.com Exclusive Brand products up to 14 days after you receive your item. We want you to love your product, so if you want to return it, that’s fine by us. See our full Returns Policy here.

 

  1. iv) Daily deals for loyal subscribers.

We do everything we can to look after our subscribers. Each day we send all our best deals and discounts to the members of the Kogan.com community. This means you can be the first to find out about price drops, daily deals and competitions. It’s all part of our mission to provide the best products for the most affordable prices.

 

 

Products and Services:

Kogan.com has its own products such as mobile phones, televisions and services such as travel and tour packages. The business also sells products of several other brands. To get an idea about the types of products the business sells, visit the link: https://www.kogan.com/au/kogan/

 

Privacy Policy:

The following sections are covered in Kogan.com’s privacy policy. To read detailed information about each section, visit the link: https://www.kogan.com/au/privacy-policy/

  1. Openness and transparency
  2. Personal information
  3. Collection
  4. What does Kogan do with your personal information?
  5. Disclosure of personal information
  6. Access and Management
  7. Opting Out
  8. Cross-border disclosure
  9. Contact information
  10. Kogan website
  11. Miscellaneous

 

Spam Act Policy:

Kogan.com is committed to complying with its obligations under the Spam Act 2003. Kogan.com mentions that the organisation will not send any unsolicited commercial electronic messages without customers’ consent.

Central to the working of the Spam Act scheme is that recipients of such messages have the right to withdraw their consent at any time. The customers are at liberty to unsubscribe from the Kogan.com Database. This can be done at any time by accessing its web service communication preferences and there is an unsubscribe link embedded in each of its commercial electronic messages.

 

Further information on the case organisation:

The list below includes additional information about the business/enterprise that includes financial performance, information on customer database, code of conduct, evaluation of performance, and risk management policy. These details might be necessary when developing the e-marketing plan and communication plan for the organisation.

 

CONTEXT, PROBLEM SCENARIO & REQUIREMENTS:

You are appointed as an Electronic Marketing Manager of Kogan.com online division. As an Electronic Marketing Manager you are expected to prepare an E- Marketing Plan/Strategy for Kogan.com. Along with your marketing plan you will also need to integrate your marketing communication plan. You have been given a duration of 10 weeks to execute both your Marketing plan and marketing communication plan. The total budget given to you by the organisation is 500,000 AUD and you need to effectively allocate the budget in essential areas of your plan and show return on invest (ROI).  To complete this task you will need to acquire some organisational information to conduct some analysis for both the marketing plan and the communication plan. You will find some organisational information above in the given case. In addition, the brief also includes several links to organisational documents, policies & procedures, financial performance and relevant data.

 

You are also expected to do your own external secondary research for the purpose of analysis as you will need to conduct research to identify the environment, competitors, customer groups, and various other stakeholders. Your task is to research the external environment of the organisation and provide an E- Marketing Plan and a Communication Strategy for the business, product or service based on the information that you have identified during your research.

 

You will be required to use the e-Marketing template/structure as provided next to develop a full version of the E-Marketing Plan and the Communication Plan for this organisation.  Marking criteria and weights for each section of the plan are also provided within the structure.

 

The detailed template that includes the table of contents, executive summary, body of the plan and appendix follows after the structure.

 

Note: You will also find some valuable and useful links and the end of this document to other templates that you may require within this assessment.

 


Structure, Template and Marking Criteria for E-Marketing Plan & Communication Plan:

  1. Executive Summary ( 3 marks)
  2. Introduction ( 3 marks)
  3. Situational Analysis (10 marks)
    1. SWOT Analysis
    2. Issues Identified
  4. The e-Marketing Schedule – Gantt Chart or Timeline for the e-Marketing Plan (5 marks)
  5. The e-Marketing Strategies & Action Plan (5 marks)
    1. product strategies
    2. price strategies
    3. promotion strategies
    4. distribution strategies
  6. Marketing Communication Strategies and Action Plan (3 marks)
  7. Costing and Budget (3 marks)
  8. Technical Issues (1 marks for each = 10 marks)
    1. website content & search-ability
    2. Customer registration & logging security (for customers and staff)
    3. Coupon codes, rewards for old clients, discounts
    4. multimedia
    5. auto responders
    6. order forms and feedback forms
    7. access levels to online resources
    8. credit card transactions
    9. website hosting & publishing
    10. technical staff (size, requirements)
  9. Monitoring Strategy ( 2 marks)
  10. Legal and Ethical Constrains ( 2 marks)
  11. e-Marketing Evaluation methods ( 2 marks)
  12. Sources & References ( 1 marks)
  13. Appendix ( 1 marks)

 


 

EXECUTIVE SUMMARY

Provide an executive summary of at least 300 words.  The summary should include:

  • Overview of the organisation in your own words
  • The product or service you decided to prepare an e-marketing and communication plan for
  • The target market of the product or service
  • The e-marketing tools you are using and how is it beneficial for your plan.
  • The tools which you will use for marketing communication.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TABLE OF CONTENTS

PAGES

  1. Executive Summary
 
  1. Introduction
 
  1. Situational Analysis
 
    • SWOT Analysis
 
    • Issues Identified
 
  1. The e-Marketing and Communication Schedule
 
    • Gantt Chart or Timeline for the e-Marketing and communication Plan
 
  1. The e-Marketing Strategies & Action Plan
 
    • product strategies
 
    • price strategies
 
    • promotion strategies
 
    • distribution strategies
 
  1. Marketing Communication Strategies & Action Plan
 
  1. Costing and Budget
 
  1. 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)
 
  1. Monitoring Strategy
 
  1. e-Marketing Evaluation methods
 
  1. Legal and Ethical Constrains
 
  1. Sources & References
 
  1. Appendix 
 
  1. Links to templates & resources
 

 


INTRODUCTION

Your introduction should include:

  1. Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor)
  2. Mission, Vision and objectives of the organisation in regard to the product or service
    • The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
    • 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.
    • Define objectives for each part of the customer journey – Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
    • Make sure that your objectives reflect exactly what you will be measured on (KPI’s).
  3. 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.
  4. A brief summary of the marketing environment for this product or service
  5. Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.

 

Initial consultation outcomes:

 

 

 

 

 

 

 

 

 

Mission, Objectives:

 

 

 

 

 

 

 

Purpose of your Marketing Communication Plan

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Summary of Strategies and tactics to be used. Talk about consumer behaviour and what communication methods and media will you chose to influence the buyer behaviour.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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
  • Analyse the economic and social trend and situation and suggest appropriate communication method based on your 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 and Communication 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. You may wish to use this template or develop a Gantt chart/schedule using a separate template.

E-Marketing Activities and Marketing communication 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:

 

 

 

 

 

 

 

 

 

 

 

 

 

Place strategies:

 

 

 

 

 

 

 

 

 

 

 

 

MARKETING COMMUNICATION STRATEGIES & ACTION PLAN

Discuss the various medium of carrying out marketing communication. What are the communication methods and medium that you will chose and how will it benefit the organisation’s product or service:

 

Marketing communication functions and media vehicles chosen and justify your choice:

 

 

 

 

 

 

 

 

 

 

 

 

 

Target audience for marketing communication:

 

 

 

 

 

 

 

 

 

 

 

 

 

Creative ideas for conveying message:

 

 

 

 

 

 

 

 

 

 

 

 

BUDGET & COSTING FOR THE E-MARKETING PLAN and Marketing Communication 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. Challenges you may face regarding cost management and ways to overcome it

 

**Note that you also have to show a budget for your Marketing Communication Plan separately under this section.

 

 

 

 


 

 

E-MARKETING/WEBSITE MARKETING STRATEGIES & 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 & publishing
  • technical staff (size, requirements)

 


 

LEGAL AND ETHICAL CONSTRAINTS ON MARKETING & MARKETING COMMUNICATIONS:

Highlight any key legislation, code of practice which you will keep in mind when executing your e-Marketing plan and Marketing Communication. Describe that will affect or influence your operation.

 

 

LEGAL AND ETHICAL CONSTRAINTS ON MARKETING PLAN:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

LEGAL AND ETHICAL CONSTRAINTS ON MARKETING COMMUNICATION:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SOURCES AND REFERENCES USED IN THE E-MARKETING PLAN

 

 

 

 

 

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.

 


 

LINKS TO TEMPLATES

 

Gantt-Chart or Schedule templates

https://templates.office.com/en-us/Schedules

https://www.teamgantt.com/free-gantt-chart-excel-template

https://www.smartsheet.com/blog/where-do-you-find-best-gantt-chart-spreadsheet-templates

Budget & Costing templates

https://www.smartsheet.com/top-excel-budget-templates

https://templates.office.com/en-au/Budgets

https://www.mylifemymoney.co.za/Consumer/Tools/pages/budgetTemplates.aspx

SWOT/PESTLE analysis templates

http://www.businessballs.com/freematerialsinword/free_SWOT_analysis_template.doc

https://www.smartsheet.com/14-free-swot-analysis-templates

http://www.brighthubpm.com/project-planning/99298-examples-of-a-pestle-analysis/

Marketing Action Plan templates

http://bteg.com.au/wp-content/uploads/2012/11/marketing-action-plan-template.pdf

http://www.tourismcouncilwa.com.au/template-marketing-action-plan

Marketing Mix/4Ps templates

https://www.smartdraw.com/marketing-mix/examples/marketing-mix-4ps/

http://cme.hsc.usf.edu/sm21/files/D2_Bardfield_MM_PLANNING_TOOL.doc

Reporting Writing Guidelines

https://www.monash.edu/__data/assets/pdf_file/0005/69449/report-writing-guidelines.pdf

http://grammar.yourdictionary.com/style-and-usage/report-writing-format.html

https://www.dlsweb.rmit.edu.au/lsu/content/pdfs/2_assessmenttasks/super_report.pdf

e-Marketing Plan Resources

https://images.template.net/wp-content/uploads/2015/08/online-retail-business-plan.pdf

http://diuf.unifr.ch/is/studentprojects/pdf/reports/CRM_SS04_E-Marketing_(DeniseAmmann).pdf

http://static.mailchimp.com/web/guides/how-to-create-an-email-marketing-plan/package/how-to-create-an-email-marketing-plan.pdf?_ga=1.33545726.1916863475.1472675157

 

 

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