BSBMKG517
ASSESSMENT COVER SHEET
STUDENT ID STUDENT NAME
First Name: Ryan
Last Name: Dominic Kierans
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ILSC Business College BSBMKG517 Assessment V2 0518 Page 1 of 9
Assessment Task 1
Part A - Knowledge Questions
Answer the questions below. Click in the space provided and type your answer.
1. Create definitions for the following marketing terminology:
The method of partitioning practices into segments that show
comparative characteristics
Behavioural segmentation
A set of rules laying out the standards, rules, and duties or appropriate
hones of an person party or an organisation
Codes of practice
A individual or an association that competes against others
Competitor
A individual who buys products and services
Consumer
The way that clients carry on towards the activity of buying products or
utilizing services
Consumer Behaviour
A depiction of clients that gives valuable information
Consumer Profile
An action or a subject that clients appreciate and need to know
Consumer Interest
The convictions and attitudes approximately something that individuals
in a specific bunch or association share
Culture
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A law or a set of laws passed by a parliament
Legislation
Business or exchange, or the sum of exchange in a specific sort of
goods
Market
A portrayal of the showcase that gives valuable information
Market Profile
A portion of advertise that's partitioned from the other parts or can be
considered separately
Market segment
A set of exercises of displaying, publicizing, and offering a company’s
products or administrations within the best conceivable way that have
Marketing Plan been considered in detail in development
The method of arranging exercises of displaying, publicizing, and
offering a company’s products or administrations within the best
Marketing strategy conceivable way
A level of quality that's typical or satisfactory in a country
National standards
The way that people inside an association behave
Organisational behaviour
A thing that's developed, delivered or made, ordinarily for sale
Product
The period of time amid a product is developed and used
Product life cycle
A strategy to analyse strengths, weaknesses, opportunities, and threats
SWOT Analysis
The market that you simply point at and attempt to realize
Target market
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2. In order to work effectively in a marketing managerial position, list the key responsibilities such a
role would require. Hint: Can you identify all 14?
1. Functional resources allocation
2. A chance to promote fresh ideas
3. Skills organization and planning
4. Fabilities in Conflict Resolution
5. Excellent interpersonal communication and competence
6. Capacity to professionally handle tasks
7. Improvement of abilities in team building
8. Capacity to successfully handle change
9. Excellent capacity for decision-making
10. Leadership skills
3. Describe the purpose and function of a marketing plan
The marketing plan must examine how people act as individuals and as groups inside the organization and
how their organizations affect their behavior.
The marketing strategy includes actions needed to reach the target-specific campaigns, SMART targets,
budget for each campaign, schedule, chosen media outlets and success measures to monitor the progress
towards the goal.
It is more action-oriented in the marketing plan and illustrates how to go this way. The plan is how you are
4. Outline the 3 steps for undertaking market segmentation
Stage 1 — Market research: conducting interviews, focus groups, comments, questionnaires, web search
utilizing various reports or consumer data, surveys or review literature.
Step 2 — Data analysis: several segments created. Data analysis divides something larger and more
complicated into components or components that are more fundamentally understandable. The examination
of your data might involve analyzing qualitative or quantitative data.
Step 3 - Customer Profile: Profile distinct demographic, psychographic, behavirol customer groupings
5. Describe how target market are used to develop the marketing mix
Focused on showcase empowers to customize their message to the focused on group(s) of customers in a
centered way. The focusing on methodology is where the showcasing blend comes together to make the
proper offer and promoting approach for each target segment. Once you've got recognized your target
showcase and the competition, the following thing on your to-do list ought to be creating a showcasing blend.
Each commerce needs its exceptionally claim showcasing blend to request to its clients.
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6. What are the 4 Ps and how do they help marketers?
4Ps is the most popular marketing model, comprising products, prices, promotions and places. In detail, you
can specify your alternatives for marketing using the model to plan a new company to optimize the influence
on your target market or evaluate an existing one.
The identification and organization of the marketing mix ingredients enables a company to make successful
marketing choices at all levels.
7. Define the term ‘Culture’. List 10 factors that may influence culture.
The glue that links diverse social groupings together might be described as culture. In exposing people to
culture, they learn what is acceptable or inacceptable and construct meaning for the world around them.
Culture itself is continuously evolving and dynamic in character. Culture may affect 10 variables, which
include , social norms, social institutions, language, religion, customs, tabu, values, attitudes,
8. As a marketer you need to identify the key characteristics of products or services to effectively plan a
successful marketing mix. Create a list of at least 10 key characteristics that are required to successfully
plan a marketing mix?
1. Price
2. Market objective
3. Customer Objective
4. Style and design
5. Market trends
6. Past success
7. Customer interest
8. Cusumer's behaviors
9. Culture
10. Law.
11. Products
9. Conduct SWOT and PEST Analysis
A technique for identifying and analyzing four important elements of a business external environment before
beginning onto an abroad operation, is the PEST (Political, Economic, Social Cultura and Technological
Change) analysis.
SWOT analyzes assess the efficacy of a company unit or offer (forces, weaknesses, opportunities and
threats). This analysis must be carried out during the market research phase of the development of the
marketing plan. This will ensure a clear and educated view of the trends and changes in the industry that will
allow the organization to react proactively and innovatively.
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Part B – Scenario SWOT and PEST Analysis
You have been employed by Tourism Australia to create a marketing concept advertising Australia and inviting
people to come here. Points you should consider:
The Japanese and Indian markets, and what market segment and target market you would focus your
campaign on.
What aspects you would promote within the campaign and segment, and how this would appeal to each
culture.
Instructions
Construct a SWOT and PEST analysis of the two and write a brief analysis of your findings (minimum 300 words).
Note: Use Appendix 2 to help with your analysis.
1. SWOT ANALYSIS:
Strengths Weaknesses
• Noteworthy venture in computerized • Underneath slant Australian financial
promoting and online booking growth
systems • Domestic commerce travel
• Interesting goals and well-known development remains weak
visitor attractions
Opportunitites Threats
• Vicinity to Asia (Japan and India) • Competition for local travelers from
and development in livelihoods and Thailand, Korea, etc. national
aviation capacity tourism
• Outbound request in Covid-19 may • Tourism recovery after Covid-19
lead to lower airfares within the brief does not correspond to financial
term growth
2. PEST ANALYSIS:
Political changes Economic changes Social changes Technological changes
• Open • Increasing • Social media • Internet
frontiers expensive pressures connection to
• Stability of wages: more • Way of life of maintain
the income than travlling foreign
government previously for contact
travel • Transport
• Tourism development:
sharing aircraft are
multinationals getting
: Uber, Airbnb cheaper and
quicker than
ever before
3. TARGET MARKET
While clients may possess relatively similar demographic traits like as age, income and gender, attitudes,
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Assessment Task 2 - Case Study Analysis
Scenario
You are the Marketing Manager at Mobile News Games LLC (MNG). Review the MNG Marketing Plan to
determine how MNG analysed consumer behaviour for their international market. India and Australia are
international markets that MNG plan to enter.
Apply your knowledge and understanding of the theoretical aspects of what you have learned in this unit and
specifically relate this to the case study.
Note: You must completed this task independently (not in groups).
Instructions
Prepare a report to MNG Management detailing your observations and findings.
Appendix 1 will show you how to structure your report.
Appendix 2 (Mobile News Games LLC (MNG) marketing plan) will give you the information to help you
write your report.
Steps
Complete Steps 1-5:
1. Prepare a brief overview of MNG in less than 200 words
2. Confirm the target market [Appendix 1 – Report Section 1]
Identify and discuss each of the four steps in the process of ‘confirming the target market’ (Refer to your
Student Book on Moodle pages 7-20 as a guide)
a. Identify the market segments in accordance with the MNG marketing plan.
b. Identify and discuss the aspects of culture that will have an impact on the international marketing of
MNG’s products within the target markets that MNG plans to enter.
c. Identify and discuss the consumer attributes for the market segment from the market profile in
the case study: i.e. demographics, psychographics, behaviour and geographic.
d. Identify and relate the features of the product in accordance with the case study marketing plan.
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3. Confirm level of consumer interest [Appendix 1 – Report Section 2]
(Refer to Student Book pages 43-79 on Moodle)
After confirming your target market, the second stage of analysing consumer behaviour is assessing consumer
interest. Identify and discuss each of the five key steps that are involved in this stage and how they relate to
the New Mobile Games case study marketing plan.
4. Recommend marketing strategies [Appendix 1 – Report Section 3]
(Refer to Student Book pages 81-93 on Moodle)
Identify and discuss the four stages of ‘recommending marketing strategies’; and how MNG has or has
failed to address these strategies.
5. Outline the key provisions of relevant legislation, codes of practice and national standards affecting
marketing operations in Australia and Internationally. Discuss how these relate to MNG operations in
Australia.
ILSC uses a 3rd party plagiarism checker
Submit your report with this completed assessment on Moodle.
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