ASSESSMENT

BSBMKG518 Plan and

implement services
marketing
 BSBMKG518 Plan and implement services marketing 1
Assessment

Contents
Summative Assessment .................................................................................................................................2
Student Details ...........................................................................................................................................2
About this assessment ...............................................................................................................................3
Assessment Overview ................................................................................................................................6
Assessment Schedule .................................................................................................................................6
Assessment Task 1: Knowledge questionnaire .............................................................................................7
Assessment Task 2: Strategies for service marketing .................................................................................11
1. Written Report .....................................................................................................................................13
Assessment Task 3: Plan and develop activities for services marketing ....................................................13
1 Services marketing plan ........................................................................................................................15
2 Service level agreement ........................................................................................................................15
Assessment Task 4: Present the services marketing plan to relevant stakeholders .................................15
1 Presentation ..........................................................................................................................................16
Assessment Task 5: Implement and monitor services marketing strategies .............................................17
1 Report Analysis......................................................................................................................................18

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 BSBMKG518 Plan and implement services marketing 2
Assessment

Summative Assessment
The assessment (summative assessment) is designed to evaluate your learning of the unit of
competency against specific requirements (see BSBMKG518 Plan and implement services
marketing - Unit Outline document).
Detailed information about the assessment process, policies and procedures is provided in the
‘Learning Guide – About Assessment’ document.
The assessment comprises of a range of tasks; to be deemed competent in the unit, you will have to
complete each task satisfactorily. Specific instructions are provided under each individual
assessment task.

Student Details

Student Name LARA PRAENA Student ID LON00006KZ

YEISON VARGAS

DANIEL LOPEZ

Declaration of authenticity:

I, the above-named student, confirm that by submitting, or causing the attached assessment (and
any additional attachment associated with it) to be submitted, to Lonsdale Institute, I have not
plagiarised any other person’s work in this assessment and except where appropriately
acknowledged, this assessment is my own work, has been expressed in my own words, and has
not previously been submitted for assessment.

I do understand and accept the consequences of academic misconduct according to Lonsdale

Institute’s, Policies and Procedures.

Date 3/11/2019 *Signature

* Signature is not required if submitting via the Learning Management System

 BSBMKG518 Plan and implement services marketing 3
Assessment

About this assessment

The aim of this assessment document is to evaluate your performance of competency for the unit:
BSBMKG518 Plan and implement services marketing.
This unit describes the skills and knowledge required to use a range of
strategies to prepare and apply services marketing.

It applies to individuals who work in a supervisory capacity in a team

environment, who possess a sound theoretical knowledge base, and
demonstrate a range of managerial skills to ensure business activities
are conducted effectively.

In this role, individuals may work in small, medium or large enterprises

across a variety of industries. The services to be marketed may be
professional services, services to consumers and business customers,
or services linked to tangible products.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

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This assessment has been developed for the cohort of students undertaking the BSB52415 - Diploma
of Marketing and Communication at Lonsdale Institute. The learner cohort comprises of a majority
of International Students who speak English as a second language. Specific entry requirements and
detailed information about the learner cohort, are available in the Training and Assessment Strategy
document for the qualification.
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 The essential outcomes of this unit are:

1. Identify strategies for services marketing

2. Select strategies for services marketing
3. Plan and develop activities for services marketing
4. Implement and monitor services marketing strategy

 The language, literacy, numeracy and employment skills incorporated in this unit outcomes are:

Reading Identifies and analyses complex text to determine effective

services marketing
Writing Prepares detailed strategy plans and related workplace
documentation

Oral Communication
Numeracy
Navigate the world of work
Interact with others
Get the work done
 You will have to demonstrate evidence of the ability to:
 Develop a services marketing plan providing information including:
o Plan objectives
o Type of service marketing strategies and activities to be undertaken
o Budget
BSBMKG518 Plan and implement services marketing 4
Assessment
 Explains strategies clearly using language suitable to
audience
 Uses listening and questioning techniques to confirm
understanding
Uses mathematical skills to interpret budgets, timelines and
overall success of campaign
 Monitors adherence to organisational policies and
objectives and considers own role in terms of its
contribution to broader goals of work environment
 Appreciates implications of legal, ethical and regulatory
responsibilities related to own work
 Recognises importance of taking audience, purpose and
contextual factors into account when making decisions
about what to communicate with whom, why and how
 Collaborates with others to achieve joint outcomes,
playing an active role in facilitating effective group
interaction
 Schedules marketing strategy and develops plans with an
awareness of how they may contribute to longer-term
operational and strategic goals
 In more complex, non-routine situations, uses formal
decision-making processes, setting or clarifying goals,
gathering information and identifying and evaluating
several choices against a limited set of criteria
 Recognises potential of new approaches to enhance work
practices and outcomes
 BSBMKG518 Plan and implement services marketing 5
Assessment

o Methods to measure effectiveness

o Responsibilities
 Produce an analysis of an implemented services marketing strategy

 The knowledge evidence to complete this unit requirements safely and effectively are:

 Explain aspects of consumer behaviour specific to services marketing

 Summarise components of a service guarantee
 Outline marketing mix for services
 Discuss methods of measuring marketing activity effectiveness
 Explain range of marketing strategies appropriate for services
 Outline range of services and their characteristics
 Identify special aspects of consumer behaviour in services marketing
 Describe trends in service delivery and marketing

 The assessment conditions are:

Assessment must be conducted in a safe environment where evidence gathered demonstrates

consistent performance of typical activities experienced in the business development – marketing
field of work and include access to:

 Office equipment and resources

 Relevant organisational documentation
 Case studies and, where possible, real situations

Assessors must satisfy NVR/AQTF assessor requirements.

Detailed information about the unit and the assessment requirements can be found in the
BSBMKG518 Plan and implement services marketing document.
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The assessment comprises of different tasks:
 Read the assessment description carefully
 Understand the assessment objectives
 Follow the assessment instructions
 Submit the assessment within the set timeframe
 BSBMKG518 Plan and implement services marketing 6
Assessment

 If you have any questions, contact your Trainer and Assessor for clarifications
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The following equipment and materials are required to complete this assessment:
 Learning Material
 Notes from class
 Case Study/Scenario
 Laptop/Desktop
 Office Suite

Assessment Overview

To demonstrate your competency, you must satisfactorily complete all the following tasks:
Assessment Description Evidence checklist
Task
1 Questionnaire Response to all questions
2 Develop a written report directed to a Written report
senior stakeholder in the organisation
that addresses the following:
 Identify strategies for service
marketing
 Recommend strategies for service
marketing
3  Develop a written services marketing  Written services marketing plan
plan  Service level agreement
 Develop the service level agreement
(SLA) listed in your services
marketing plan (one of them, if more
than one is listed)
4 Present the services marketing plan to an  Observation checklist from trainer
audience of relevant stakeholders (Role-  PP presentation used during the
Play) Role-Play
5  Develop a brief report directed to  Written report analysis
senior management on the
implementation of the marketing
services plan

Assessment Schedule

Submission date: Please refer to your Training Log and to Lonsdale’s Learning Management System -
Moodle
 BSBMKG518 Plan and implement services marketing 7
Assessment

Assessment Task 1: Knowledge questionnaire

This assessment task is a written questionnaire comprising of a mix of objective and subjective
questions.
The questions are designed to assess the knowledge evidence requirements to complete this unit
safely and effectively.
When completing the questionnaire:
 Read each question carefully
 Use the learning material provided for the unit and undertake additional research on the
topics covered by the questions
 Answer the questions in your own words
 Reference any source material appropriately
 Provide practical examples where required
 Meet the requirements of each question (such as word counts)
 Complete the assessment task within the set timeframe
 Answer all questions
The Assessor will evaluate:
 Satisfactorily response to the questions
 Meeting of specific requirements (such as word count)
 Original work (not plagiarised)
 Ability to answer the questions in context when required (for instance, providing practical
examples)

Assessment Task 1 – Evidence Checklist

Response to all questions

Questionnaire
Q1 To answer this question, think about a service that is offered by a company that
you are familiar with. It could be a service that you have purchased and used.

Address ALL of the following:

a) Mention what is the service that you are familiar with

b) Briefly describe the characteristics of the service (Min. 50 words)
c) Briefly describe the consumer behaviour specific to the service (use the table
provided to record your answer)
d) List the components of the service guarantee for the service
e) Identify and list 3 service marketing strategies that would be appropriate for
the service
f) Choose one of the service marketing strategies that you have identified and
select a service marketing activity associated with it
 BSBMKG518 Plan and implement services marketing 8
Assessment

o List 2 methods to measure the effectiveness of the marketing activity.

o Describe why you have chosen those methods (Min. 70 words)
g) Research trends in service delivery and marketing and briefly describe one
trend that would apply to the service that you have chosen. (Min. 50 words)

Response

Service:

Internet service

Service -characteristics (50 words)

This service provides customers with Internet access. Data may be transmitted using several
technologies, including dial-up, DSL, cable modem, wireless or dedicated high-speed
interconnects.
Typically, ISPs also provide their customers with the ability to communicate with one another
by providing Internet email accounts, usually with numerous email addresses at the customer’s
discretion. Other services, such as telephone and television services, may be provided as well.
The services and service combinations may be unique to each ISP.

Consumer behaviour -brief description:

Need/Discovery I needed internet to my new apartment to

This stage is where a consumer realises they
have a functional or emotional need or want.
Information search
During this stage, the buyer looks for
information and evaluates providers on
certain criteria.
Proof device
Buyers typically want to see proof of benefits
before making a product or service purchase.
Post-purchase evaluation
Following a purchase, customers compare
what they experience with what they
expected. This point makes follow-up and
follow-through on commitments important
to customer satisfaction, repeat business and
referrals. What makes a service experience
distinct is that the people that provide it are
especially key to the customer's perception
of the experience.
study and be able to play movies and
videogames at home
I searched different Internet service
Providers in Australia with good prices and
options.
I searched for review on google and y asked
friends about the service provider.
The service was amazing as I expected at
the beginning some problems but then they
were able to solve and support about my
problem then finally I got my service
running fast and great.

Credit - Consumer Behaviour in Services: https://smallbusiness.chron.com/consumer-behavior-services-75966.html .

 BSBMKG518 Plan and implement services marketing 9
Assessment

Service Guarantee- components:

Customers may have rights under the Customer Service Guarantee Standard (CSG Standard)
made under the Telecommunications (Consumer Protection and Service Standards) Act 1999.

Service marketing strategies (3):

- They rebrand will be visible via a through the line campaign spanning TV,
print, online and outdoor.
- Internet service provider has also introduced a new website, refreshed
social media channels.
- Develop and improvement of customer service centre experience.
-

Service marketing activity (2; Min. 70 words response)

- Develop and improvement of customer service centre experience.

- A public relations campaign will complement the marketing and customer service
investments.

This two marketing strategies are part of a huge campaign to improve the experience of the
customers when they are having problems with the service this means a huge investment in
human resources and training for any kind of problems.

At the same this will develop a massive message to provide the best options and solutions
that encourage and improve the image of the brand.

Trend -description (Min. 50 words):

Massive deployment of airwaves and optic-fiber based networks have brought dramatic
changes in internet usage. With online TV streaming and other usage trends leading to huge
volumes of data consumption; providing access to digital content will generate more revenue
than ads or paid content for businesses. Thus, mobile internet service providers are merging
with fixed broadband providers and media, in order to feed consumers with content and
fulfill their huge data requirements.

Assessor marking:

Satisfactory Not Satisfactory

Comments:
 BSBMKG518 Plan and implement services marketing 10
Assessment

Q2 Briefly describe the 7 Ps of marketing. (Min. 10 words for each component).

Response: Services Marketing Mix. (7 Ps of marketing)

Product Marketing Mix:

PRODUCT:
A product can be a good, a service, an experience, a person, an idea or a symbol that are
marketed. In case of services, the ‘product’ is intangible, heterogeneous and perishable.
Hence, there is scope for customizing the offering as per customer requirements and the actual customer
encounter

PRICE:
The cost of the product for the customer. It is defined by the balance of the objective of the business
and the affordability of the product for the targeted customers.
Pricing can be difficult for services.

 Penetration Pricing (low price kept to capture market share)

 Skimming Pricing (high price initially then lowering of price)

 Competition Pricing (pricing at par of competition)

PLACE:
Locations where the product are available to purchase by customers. Places can be physical, such as shop, or
online. Place are chosen to reach a maximum number of targeted customers.
Where the services are consumed:

 Distribution strategies for service organisations must focus on issues of convenience, number of
outlets, direct versus indirect distribution, location.

PROMOTION:
Every action to create interest, generate sales or create brand loyalty.
Promotion for services:

 Advertising

 Branding

 Personal Selling

 Sales Promotion

 Public Relations

 Direct Marketing

Product + Price + Place + Promotion. These are the four basic elements with which the American
accounting professor E. Jerome McCarthy defined the concept of marketing in 1960. These four variables,
known as "the 4 P's of marketing", have the ability to optimally explain how marketing works in an integral
and complete way, which connects with the concept of the marketing mix.
 BSBMKG518 Plan and implement services marketing 11
Assessment

+
PEOPLE:
All human actors involved in the provision of services.
Influence buyers' perceptions
The actors are clients and staff.
From the person who answers the phone, as the delivery man, everyone are the face of the brand.

PHYSICAL EVIDENCE:
The environment in which services are delivered. Where customers and business interacts.

PROCESS:
The actual procedures and flow of activities, by which the service is delivered.

Assessor marking:

Satisfactory Not Satisfactory

Comments:

Assessment Task 2: Strategies for service

marketing
This assessment task is/comprises of the following:
Point Task Evidence
1 Develop a written report directed to a Written report
senior stakeholder in the organisation
that addresses the following:
 Identifies strategies for service
marketing
 BSBMKG518 Plan and implement services marketing 12
Assessment

 Recommends strategies for service

marketing

The assessment task is designed to assess your competency in:

1. Research services and their characteristics in a specific industry context
2. Identify the marketing mix for services
3. Evaluate the consumer behaviour in relation to services and implications for marketing
strategies
4. Identify factors influencing customer satisfaction with services
5. Identify a range of strategies to market services, appropriate for the organisation
6. Analyse market trends for service delivery and identify opportunities to market services
7. Identify previous services marketing strategies in the organisation, and analyse successful
strategies and areas for improvement
8. Select the most appropriate services marketing strategies and activities which fit the
organisation’s strategic and marketing plans

When completing the assessment task:

 Read the assessment task and its instructions carefully
 Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
 Address the assessment task in your own words
 Reference any source appropriately
 Complete each section of the assessment task
 Meet the requirements of each section (such as word counts)
 Complete the assessment task within the set timeframe
 If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
 Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor

The Assessor will evaluate:

 Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
 Meeting of specific requirements (such as word count)
 Original work (not plagiarised)
 Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
 Quality of the assessment presentation and editing (for instance, if writing a report)

Assessment Task 2 – Evidence Checklist

Written report
 BSBMKG518 Plan and implement services marketing 13
Assessment

1. Written Report

Develop a written report directed to a senior stakeholder in the organisation to address the
following:
 Identify strategies for service marketing
 Recommend strategies for service marketing

A template for the report is provided. The report must be between 500 and 1,200 words.
Submit the report in a separate attachment.
Professional presentation and editing of the document are expected.

Assessor marking:

Satisfactory Not Satisfactory

Comments:

Assessment Task 3: Plan and develop activities

for services marketing
This assessment task is/comprises of the following:
Point Task Evidence
1 Develop a written services marketing  Written services marketing plan
plan
 BSBMKG518 Plan and implement services marketing 14
Assessment

2 Develop the service level agreement  Service level agreement

(SLA) listed in your services marketing
plan (one of them, if more than one is
listed)

The assessment task is designed to assess your competency in the ability to:
1. Record service marketing objectives and purpose
2. Calculate costs of service marketing activities
3. Select methods to report and measure effectiveness of service marketing activities
4. Develop effective service level agreements
5. Assign responsibilities to team members for service marketing activities
6. Record strategy plan for marketing services
7. Assemble required resources to implement services marketing plan
8. Schedule work for each services marketing campaign element, according to lead times
required for different media, and marketing plan for services

When completing the assessment task:

 Read the assessment task and its instructions carefully
 Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
 Address the assessment task in your own words
 Reference any source appropriately
 Complete each section of the assessment task
 Meet the requirements of each section (such as word counts)
 Complete the assessment task within the set timeframe
 If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
 Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor

The Assessor will evaluate:

 Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
 Meeting of specific requirements (such as word count)
 Original work (not plagiarised)
 Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
 Quality of the assessment presentation and editing (for instance, if writing a report)
 BSBMKG518 Plan and implement services marketing 15
Assessment

Assessment Task 3 – Evidence Checklist

 Written services marketing plan
 Service level agreement

1 Services marketing plan

Develop a services marketing plan for one of the services marketing strategies that you have
recommended in Task 2. The plan will be presented to senior management in the organisation. The
plan must address the following:
 Objectives and purpose
 Types of service marketing strategies and activities to be undertaken
 Budget
 Methods of measure effectiveness
 Roles and responsibilities
 Schedule work for each services marketing campaign element
A template for the plan is provided. The plan must be between 500 and 1,000 words.
Submit the plan in a separate attachment.
Professional presentation and editing of the document are expected.

2 Service level agreement

Develop the service level agreement (SLA) listed in your services marketing plan (one of them, if
more than one is listed).
A template is provided, submit the SLA in a separate attachment.

Assessment Task 4: Present the services

marketing plan to relevant stakeholders
This assessment task is/comprises of the following:
 BSBMKG518 Plan and implement services marketing 16
Assessment

Point Task Evidence

1 Present the services marketing plan to  Observation checklist from
an audience of relevant stakeholders trainer
(Role-Play)  PP presentation used during the
Role-Play

The assessment task is designed to assess your competency in the ability to:
1. Present the services marketing plan to an audience of relevant stakeholders
2. Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and ethical
requirements
When completing the assessment task:
 Read the assessment task and its instructions carefully
 Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
 Address the assessment task in your own words
 Reference any source appropriately
 Complete each section of the assessment task
 Meet the requirements of each section (such as word counts)
 Complete the assessment task within the set timeframe
 If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
 Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor
The Assessor will evaluate:
 Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
 Meeting of specific requirements (such as word count)
 Original work (not plagiarised)
 Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
 Quality of the assessment presentation and editing (for instance, if writing a report)

Assessment Task 4 – Evidence Checklist

 Observation checklist from trainer
 PP presentation used during the Role-Play

1 Presentation

Address the following:

 BSBMKG518 Plan and implement services marketing 17
Assessment

1. Prepare a Power Point to support the presentation of your services marketing plan. The
Power Point presentation must be prepared as follows:
a) Min. 6 slides
b) Slides to address:
o Objectives and purpose of the plan
o Marketing strategies and activities to be undertaken
o Roles and responsibilities
o Key timelines
o Legal and ethical requirements
o Monitoring and control activities
o Q&A slide
2. Schedule a time with your trainer and assessor to present your services marketing plan
during class time. You will present the plan to an audience of relevant stakeholders
comprising of:
o Teams involved in the implementation of the plan
o Area managers
o Suppliers who have worked with the organisation for some time and who will be
involved in the implementation of the plan
4 or 5 of your classmates will play the role of the relevant stakeholders.
During the presentation you are required to seek feedback from the audience and answer
any question seeking clarification.
Please note that you are required to submit the PP presentation as an additional evidence of
your participation in the Role-Play.
This is an assessable task and your Trainer and Assessor will evaluate your performance during the
Role-Play.

Assessment Task 5: Implement and monitor

services marketing strategies
This assessment task is/comprises of the following:
Point Task Evidence
1 Develop a brief report directed to Written report analysis
senior management on the
 BSBMKG518 Plan and implement services marketing 18
Assessment

implementation of the marketing

services plan

The assessment task is designed to assess your competency in the ability to:
1. Implement services marketing activities according to marketing plan for services
2. Identify and use evaluation criteria and evaluation methods to determine effectiveness of
marketing, and make required modifications
3. Analyse success indictors of marketing campaign, and record performance according to
organisational reporting requirements
When completing the assessment task:
 Read the assessment task and its instructions carefully
 Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
 Address the assessment task in your own words
 Reference any source appropriately
 Complete each section of the assessment task
 Meet the requirements of each section (such as word counts)
 Complete the assessment task within the set timeframe
 If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
 Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor
The Assessor will evaluate:
 Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
 Meeting of specific requirements (such as word count)
 Original work (not plagiarised)
 Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
 Quality of the assessment presentation and editing (for instance, if writing a report)

Assessment Task 5 – Evidence Checklist

Written report analysis

1 Report Analysis
 BSBMKG518 Plan and implement services marketing 19
Assessment

Consider the following scenario:

You have now implemented your services marketing plan and:
1. One of the KPIs of the marketing activities in your services marketing plan was not achieved.
Indicate what KPIs was not achieved:

2. The reasons for not achieving the KPI is one or more of the following:
a) Lack of expertise of the key personnel responsible to implement the activity
b) Errors in the use of technology
c) The marketing message was ineffective
d) The allocated budget was insufficient due to wrong cost estimation
e) Lack of detailed marketing intelligence prevented the full implementation of the activity
f) One of your competitors has launched a similar marketing activity with better results
Indicate the reason/s why the KPI was not achieved:

3. All other KPIs were successfully achieved and one of them exceeded expectations. Indicate
what KPIs were achieved and which one exceeded expectation:

4. The following was reported:

o The budget allocated for implementation was not met, attracting an additional 5% in
costs. This was due to errors made when estimating costs at planning phase
o The implementation team provided an overall positive feedback about the delivery of
the plan, however, they thought that the coordination of the various individuals involved
can be improved
o There was no consistency in reporting. The use of approved templates for reporting is
recommended
o The plan was delivered according to set timelines
o Data from the customer service team was not provided in a timely manner as requested
Based on the data and information provided above, complete a report analysis addressed to senior
management in the organisation where you:
 Present the success factors of your plan
 Evaluate the reasons for not achieving one of the KPIs
 Recommend improvements for future planning
 BSBMKG518 Plan and implement services marketing 20
Assessment

A template for the report is provided. The report should be of minimum 150 words.
Professional presentation and editing of the document are expected.

Unit Outcome

Assessment Overview
Task
1 Satisfactory Not Satisfactory

2 Satisfactory Not Satisfactory

3 Satisfactory Not Satisfactory

 BSBMKG518 Plan and implement services marketing 21
Assessment

4 Satisfactory Not Satisfactory

5 Satisfactory Not Satisfactory

Competent Not Yet Competent

Overall Feedback:

Assessor Name

Assessor Signature*

Date

* Signature is not required if the outcome is provided via the Learning Management System.