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BSBMKG510 - PLAN E-MARKETING

COMMUNICATIONS
STUDENT
ASSESSMENT PACK

Student number:
Student name:
Precision Group (Australia)

Level 19, 288 Edward St, Brisbane, QLD, 4001 Email:


info@precisiongroup.com.au

Website: www.precisiongroup.com.au

© Precision Group (Australia)

BSBMKG510

Plan e-Marketing Communications

Content in the Assessment Pack has been reproduced with kind permission
from material produced and owned by the Department of Education,
Training and the Arts

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No part of this book may be reproduced in any form or by any means,


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Copying for Educational Purposes Disclaimer

The Australian Copyright Act 1968 allows 10% of this book to be copied by Precision Group has made a great effort to ensure that this material
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this course material is current at the time of publication
Shafston House College Pty Ltd has written permission from Precision Group
(Australia).September 2018
BSBMKG510 PLAN E-MARKETING
COMMUNICATIONS
STUDENT
ASSESSMENT PACK

CONTENTS

STUDENT DECLARATION FOR SUBMISSION ............................................................................... 2

ASSESSMENT TASKS ................................................................................................................................ 5

ASSESSMENT AGREEMENT .......................................................................................................................... 6

ASSESSMENT INSTRUCTIONS ................................................................................................... 7

REASONABLE ADJUSTMENT AND APPEALS ................................................................................ 7

ASSESSMENT TASK 1– QUESTIONING ........................................................................................................ 8

Formative Learning Activity 1 – Prepare electronic marketing strategy or plan ................................................. 8

Formative Learning Activity 2 – Prepare and evaluate website marketing strategy ........................................... 9

ASSESSMENT TASK 1– ESSAY QUESTIONING .......................................................................................... 10

Question 1:................................................................................................................................................. 11

Question 2:................................................................................................................................................. 12

Question 3:................................................................................................................................................. 13

Question 4:................................................................................................................................................. 14

Question 5:................................................................................................................................................. 15

Question 6:................................................................................................................................................. 16

Question 7:................................................................................................................................................. 17

Question 8:................................................................................................................................................. 18

ASSESSMENT TASK 3 PROJECT: Create an e-marketing strategy and plan ................................................ 20

ASSESSMENT TASK 4 OBSERVATION: Presentation ................................................................................. 25

FINAL ASSESSOR RECORD OF ASSESSMENT ............................................................................................ 28


STUDENT DECLARATION FOR SUBMISSION

The student will, affirm the following facts regarding this assessment they are submitting under
their name:

1. I declare that, to the best of my knowledge and belief, this assessment is my work, all sources
have been properly acknowledged and the assessment contains no plagiarism.

2. I declare that the following assignment has a backup copy held with me.

3. I declare that I will seek feedback from my Trainer on the result of this Assessment Item

4. I understand that I may be requested to answers questions about the content of this
Assessment Item to determine my Competency.

**WHAT IS PLAGIARISM AND CHEATING?


Plagiarism is when a student uses other writers’ ideas or words as their own. The most common
forms are:

 Directly copying word for word from another person’s work without proper acknowledgment,
 Using or developing another person’s ideas without acknowledging them,
 Using the work of other students (with or without their permission) and claiming it as your own.

STUDENT DECLARATION
Student has read and understood the information on sheet relating to cheating and plagiarism.
They certify that the work submitted is completely their own, except where they have referenced
it correctly. They understand that if their work is plagiarised they will be deemed not yet
competent. See your Assessment Agreement page:
ASSESSMENT TASKS

LEARNER INFORMATION

Each Learner Assessment Pack is made up of three parts:

Before you commence your Assessment, ensure that you have good knowledge of the
subject, have thoroughly read your Learner Resource, and clearly understand the Assessment
requirements and the expectations of the Assessor.

You may be required to demonstrate knowledge and skills which may be difficult for the
Assessor to witness. If so, an Evidence Record is supplied which will allow the knowledge or skill
to be verified by at least one third party, and preferably two or more. These witnesses would
usually be current or recent supervisors or your Assessor.

Explanations are given for each Task. If you have any questions, consult with your Assessor.

To contextualise this Assessment to your industry, you must complete a few additional tasks
based on your employer’s industry. These will be provided by your Assessor.

The assessment tasks may be answered using your business, the simulated business or a mixture
of both as instructed by your Assessor.

Records must be kept of all aspects of the Assessment in your Learner Pack.

The record of assessment is a legal document and must be signed, dated, and a copy stored as
required by your Registered Training Organisation (RTO).

STEPS FOR LEARNER

1. Complete your Formative Assessment Activities and discuss with your Assessor the
expectations of this Assessment. You may also need to supply contact details of one or two
work referees who can confirm your skills in the industry. Discuss with your Assessor if you
intend to undertake the tasks based on your employing organisation or using the simulated
business, Bounce Fitness or a mix of both.

2. Complete the Summative Assessment Tasks and Presentation as instructed, using either
the simulated business, Bounce Fitness, or your employing organisation and include in the
Learner Assessment for your Assessor.

3. After you complete your Assessment, gather and return your evidence documents, as
detailed in the Task(s) in the timeframe agreed with your Assessor.
ASSESSMENT AGREEMENT

Have you signed off?  /


Delivery Method
 Classroom 
 Small Group One-on-One Online 
 One-on-One Online 
 Online 
 Other (please describe) 
Assessment Method
 Learner ’s Organisation –

Pre-assessment meeting conducted
 Simulated Business 
Assessment Conditions
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:
• Data and information records from previous marketing research activities 
• Office equipment and resources 
• Case studies and, where possible, real situations. 
Assessors must satisfy NVR/AQTF-assessor
requirements.
I confirm that the activities and assessment completed as part of this unit are my own
work and comply with all relevant copyright and plagiarism rules. I understand that if
there is any doubt of the authenticity of any piece of my assessment I can be orally
examined and the signatory of evidence records may be contacted.

Learner name:

Learner signature: Date:

Assessor name:

Assessor signature: Date:

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ASSESSMENT INSTRUCTIONS
The assessor will mark student’s against a competency checklist to ensure that they have met the
requirements of each of all the relevant unit competencies. Each assessment task has been
developed to make judgement on whether the unit of competency has been achieved.

THE ASSESSMENT TASK RESULTS WILL BE BASED ON:

S – Satisfactory

US – Unsatisfactory

Students are to gain ‘satisfactory’ results in all assessment tasks to be deemed ‘Competent’ in this
unit of competency. For the student to be able to achieve academic success in the complete unit
of competency they MUST achieve a ‘satisfactory’ result in all assessment tasks associated with
this unit of competency

Should a student be deemed unsatisfactory in an assessment task by the assessor, they will be
informed by their assessor of the process for re-assessment.

FINAL UNIT RESULTS:


Final assessment results will be recorded as ‘Competent’ or ‘Not Yet Competent’. Students failing
to achieve ‘Competent’ in the unit of competency will be subject to the course progress policy.

Final Assessment Tasks


TASK 1 - Questioning
[You will demonstrate a sound knowledge of the unit requirements in your responses.]

TASK 2 – Essay Questions


[You will demonstrate a sound knowledge of the unit requirements in your responses.]

TASK 3 – Project E-Marketing Strategy and Plan


[Develop and e marketing strategy and plan - Bounce Fitness – or your own workplace]

TASK 4 – Observation – Website Marketing Strategy Presentation


[Your evaluation of your website marketing strategy for your workplace or independently sourced
as approved by the Assessor]

REASONABLE ADJUSTMENT
Each unit is delivered and assessed based on a student’s individual needs. If a student requires
assistance, or modifications, or has a disability and requires “reasonable adjustments” necessary
to perform the required assessment tasks, they will need to inform the Assessor.

APPEALS
If the student is not satisfied with the decision made by the assessor the Shafston appeals policy
and process for Academic decisions will apply (refer student handbook)

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ASSESSMENT TASK 1 – QUESTIONING

FORMATIVE LEARNING ACTIVITY 1 - PREPARE ELECTRONIC MARKETING STRATEGY OR PLAN

Questioning Activity 1 True False

1.1 The key to achieving a successful electronic communication is to have a


lot of money to spend
E-Marketing or online marketing can include a website, search engine
1.2 optimisation, pay-per-click advertising (PPC), email marketing,
newsletter marketing, press releases, online classifieds, and/or banner
advertising.
Marketing teams need to be able to access customer information to be
1.3 able to credibly provide strategic information and guidance to the
organisational requirements.

1.4 Marketing performance measurements and management (MPM) is


used to describe the costs of the campaign.

1.5 To conduct e-marketing you will need a website and the website must
be credible, efficient, and productive.

1.6 The collection of appropriate data is not too important.

1.7 The Code of Practice for e-marketing is the Australian eMarketing Code
of Practice

1.8 Privacy Policies clearly state how the user’s personal information is
collected, shared, used, and secured.

1.9 To behave ethically means to be creative and original.

1.10 You must consider random audits of the security systems to ensure
they are current and being used consistently

Trainer
Feedback

Marking:  Satisfactory  Unsatisfactory

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FORMATIVE LEARNING ACTIVITY 2 - PREPARE AND EVALUATE WEBSITE MARKETING STRATEGY

Questioning Activity 2 True False

2.1 The first step towards establishing an online business is to develop a


quality website
Using PPC allows the marketer to influence the rate of ‘click-throughs’
2.2 by carefully selecting the keywords or phrases, the frequency of the
display, the campaign reach, and the time of display.

2.3 Ratios are an important email metric that must be collected.

2.4 The design must not incorporate your brand or logo, it should be
original.

2.5 It is important to be able to monitor the usage of your website.

2.6 The first pre-requisite for having a quality website is to have a good
business web design.

2.7 After each marketing campaign, evaluate the strategies to assess


which worked best and which did not perform to expectations.
By tracking, testing, and evaluating your website consistently, the e-
2.8 Marketing Plan will enhance the chances of building a profitable
business.

2.9 Long-term marketing strategies are those that bring you a steady
stream of targeted traffic over time.

2.10 Traffic is the least important part of the possible data that you should
track.

Trainer
Feedback

Marking:  Satisfactory  Unsatisfactory

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Formative Assessment TASK 1 - ACTIVITIES

MARKING SHEET

Student’s Name: Student Number:

Assessor’s Name: Date of


Assessment:

Activity Satisfactory Unsatisfactory Comments

1 (Quiz)

2 (Quiz)

Feedback to student:

Student’s overall performance is:


Satisfactory or Unsatisfactory

Is re-assessment necessary?

Assessor’s Signature: Date:

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SUMMATIVE QUESTION S TASK 2 – ESSAY QUESTIONS

Summative Assessment requires you to research, prepare and evaluate an organisational e-marketing plan
that integrates electronic communications and website marketing in support of marketing objectives.

To enable you to do this, you must answer the following essay questions.

If you require more space, you may use your own paper placing your name and group identifier at the top
and the question number beside your answer.

If you use your own business, you must include copies of all documentation to which you refer for the
Assessor.

If you use your own business, all answers must be confirmed by your supervisor during the interview to
complete the Evidence Record.

QUESTION 1 Siobhan’s Place is a boutique hotel in Mission Beach, North of Townsville, Queensland.
It has 50 beds and has achieved a 4 Star rating. It’s run by Siobhan and her husband
Ross, a retired polo player. The site is historic as one of the first mission Schools
established there and the ruins remain even now. The area is fantastic for trekking and
short bush walks in a 200 hectare bush setting. There is a stream, abundant fishing,
birds and wildlife. Siobhan has asked you to provide advice on how to promote her hotel
using web-based technologies.

Answer:

Trainer
Feedback

Marking:  Satisfactory  Unsatisfactory

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QUESTION 2 Explain characteristics of a range of electronic marketing tools including:
• Associated benefits of use with e-marketing
• Challenges with implementation, for example costs, and availability of
technology

Answer:

Trainer
Feedback

Marking:  Satisfactory  Unsatisfactory

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Provide an overview of key provisions of relevant legislation and code of practice that
QUESTION 3:
affect marketing operations and e-marketing.

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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Outline foundation principles of marketing communications, consumer behaviour and
QUESTION 4:
opportunities for electronic marketing. Ensure you address things like Value
Proposition.

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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Re-write the e-marketing objective .. “To Increase on-line sales” so it aligns with the
QUESTION 5:
SMART goals

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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Discuss why it is important for an e-marketing plan to include an action plan, schedule
QUESTION 6:
and budget.

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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QUESTION 7: What can you put in place to measure your website as a marketing tool?

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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How can you ensure e-marketing strategies you carry out comply with organisational
QUESTION 8:
requirements? Describe what you would do if, when evaluating your organisations
website the marketing objectives were not consistent with the e-marketing strategies.

Answer:

Trainer Feedback

Marking:  Satisfactory  Unsatisfactory

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Summative Assessment TASK 2 - ESSAY QUESTIONING

MARKING SHEET

Student’s Name: Student Number:

Assessor’s Name: Date of Assessment:

Question Satisfactory Unsatisfactory Comments

Feedback to student:

Student’s overall performance is:


Satisfactory or Unsatisfactory

Is re-assessment necessary?

Assessor’s Signature: Date:

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SUMMATIVE ASSESSMENT TASK 3
PROJECT: CREATE AN E-MARKETING STRATEGY AND PLAN

TO BE ASSESSED

Using the Bounce Fitness website (or your own business) to develop an e-marketing strategy or plan and
develop a website marketing strategy detailing the points noted in Task 3.

In addition, you will be asked to undertake a practical observation task in class. The attached Observation
Checklist will be used by your assessor during completion of Task 4 in class and this form will be completed
and signed by your Assessor and feedback provided at the end of the Task. This will provide further
evidence that you completed the necessary requirements accurately in respect of your organisation or
within the RTO.

You will need to provide copies of any documentation to which you refer or used as evidence to support
your assessment.

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Purpose To demonstrate the candidates skills and knowledge required to research, prepare
and evaluate an organisational e-marketing plan that integrates electronic
communications and website marketing to support marketing objectives.

Task overview This competency requires that you:


and context
Development of an e-marketing strategy or plan for at least one product or service,
containing:

 Action plan
 Schedule
 Costings
 Monitoring strategy
 Evaluation methods

Development of a website marketing strategy for a product or service that meets


overall organisational e-marketing objectives.

To enable you to do this, you may use your own organisation if you are able to
access all of the documents

or

the Bounce Fitness in Maturity Advertising brief for the simulated business, Bounce
Fitness.

Instructions to During the training, you learned how to write an e-marketing Plan and that is what
the candidate is required here. Look at the example provided and include an Executive Summary,
Situational Analysis, Marketing Strategy, and Financials.

You must incorporate the use of an organisational website and clearly describe how it
will be used. Address the following points in your plan to ensure that it is complete:

 Define the purpose and objectives


 Describe how these meet the objectives of the organisational business plan
 Describe your value proposition
 Describe the e-marketing tools you will use and their costs
 Describe how these meet the strategic needs
 Ensure that you produce and include an action plan, schedule and budget
estimates, monitoring, and evaluation methods

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 Describe how this plan meets the effectiveness, ethical, and legal
requirements.

Remember that you must include the use of a website as part of your plan. To ensure
that you cover all points, address the following in your plan:

o Clearly detail your website strategy and explain how the website marketing
objectives are in accordance with the e-marketing strategy and plan
o Using (as appropriate) either your organisational website or the one of
Bounce Fitness, describe whether the website conveys the features and
benefits of products or services of the organisation
o Evaluate the website, as appropriate, of either your organisation or Bounce
Fitness to ensure that it will be a useful marketing tool. This could include
data recording, contacts, and feedback mechanisms.
o Evaluate the effectiveness of the strategy.

Reference any research you use and include copies of documents to which you
refer for your Assessor to verify.

Resources The following materials are required for this project to be completed:
required
Business technology, including a computer and internet access

Using the simulated business Bounce Fitness or

In your own workplace if you are able to access all the documents and
conduct all of the activities.

If you are using your own business, simply replace references to Bounce Fitness with
the name of your organisation.

The documents you will require if you are using the simulated business Bounce Fitness
can be found on the Bounce Fitness website:
http://bounce.precisiongroup.com.au/account/

o Infrastructure tab / Current Projects folder / Bounce Fitness, Fitness in


Maturity Advertising Brief
o Infrastructure tab / Current Projects folder / Bounce Fitness, Fitness in
Maturity Advertising Brief Review
o Infrastructure tab / Business Strategy and Planning Documents / Bounce
Business Plan

You may also need to conduct further research on the Bounce Fitness website and/or
conduct external research.

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Assessment Assessment must be conducted in a safe environment where evidence gathered
conditions demonstrates consistent performance of typical activities experienced in the
management and leadership field of work and include access to:

o relevant legislation and regulation


o workplace documentation and resources
o case studies, and where possible, real situations
o Assessors must satisfy NVR/AQTF assessor requirements.

Reasonable If you are unable to undertake the project assessment as designed, a further
adjustment scenario/project may be used as an alternative approach if negotiated with your
assessor.

Please type your assessment in this section and attach any supplementary evidence

Summative Assessment TASK 3 - PROJECT

MARKING SHEET

Student’s Name: Student


Number:

Assessor’s Name: Date of


Assessment:

Project Did the learner Satisfactory Unsatisfactory Comments


satisfactorily

P1

P2 

P3

P4

P5

P6

P7

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P8

Feedback to student:

Student’s overall performance is:


Satisfactory or Unsatisfactory

Is re-assessment necessary?

Assessor’s Signature: Date:

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SUMMATIVE ASSESSMENT TASK 4 –PRACTICAL OBSERVATION
The Assessor will complete this form in discussion on completion of the in-class observation.

TRAINER/ASSESSOR TO COMPLETE –
In groups students are to provide a 10 minute presentation demonstrating your evaluation of your website
marketing strategy. It is preferable that students don’t use the Bounce Fitness case study for this activity
However if you are not able to find a suitable case please search for one of your choosing (you will need to
google a sample marketing plan for the business to use as your basis for the e-marketing strategy. For
example https://umd.edu/ University of Maryland http://www.tonymceachern.com/case-study-sample-
marketing-plan/)
Discuss the following:
 Clearly detail to the website strategy and explain how the website marketing objectives are in
accordance with the e-marketing strategy and plan.
 Evaluate your website as an effective marketing tool in relation to the overall marketing plan
 Ensure the website’s design projects the required image of the organisation and conveys the
features and benefits of products or services
 Establish data recording, contacts, and feedback mechanisms, and evaluate these for effectiveness
 Evaluate the effectiveness of the website marketing strategy.

IMPORTANT NOTE:

Use the Observation Checklist on the follow page to assess the presentation.

Objective: This activity is designed to give students the opportunity to demonstrate the critical knowledge
and skills they have learned throughout the unit BSBMKG510 – Plan E-Marketing Strategies

Direction for trainer: The activity should be provided in Week 1 of unit delivery and student’s encouraged to
start working on this and complete preparation for delivery in Week 2. Ensure students understand that
assessable presentation component that will be observed and marked by the unit assessor.

Directions for students: Follow the directions provided with the assessment materials and by your
facilitator/trainer.

Absent students: For students who are absent on the pre-arranged assessment date, an alternative date
must be set for the student/s to attend. In the case where only one student is to be observed, a third party
may be invited to participate for the activity and trainer to observe or if a student is unable to participate in
group activity reasonable adjustment must be made for example a video presentation.

Outcome: Students should be able to demonstrate their skills and knowledge of evaluating a website based
on the marketing plan and e-marketing strategy for an organisations product.

Observation Checklist: Trainer to complete Observation report for each student.

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Observation Checklist BSBMKG510

Student Name:

Student signature:

Date:

Timing (max. 15 mins)

Criteria: Yes No Comments/feedback

Used structure in the presentation (Intro,


Body, Conclusion)

Interacts well with the group and had a


role in the group

Demonstrated ability to establish


strategies for evaluation of the website as
a marketing tool

Evidence of evaluation of website design


according to overall e-marketing strategy
or plan to ensure the design projects
required image of the organisation and
conveys the features and benefits of
products or services, and recommend
modifications if require
Demonstrated ability to evaluate website
data recording, contacts and feedback
mechanisms as part of the website
evaluation

Evaluate effectiveness of website


marketing strategy

Ask the student/s: Do you think this


website reflects the organisations goals
and strategy and how.

Assessor’s Name:

Assessor’s signature and date:

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Feedback: All project criteria must be satisfactorily demonstrated by the candidate. The project
assessment has been confirmed:

 Satisfactory  Unsatisfactory
Please include recommendations for future training in cases where the candidate has not
satisfactorily achieved all criteria

Declaration: I declare that this project assessment has been conducted as per the training organisation’s
assessment procedures and the instructions provided for this assessment task, and that I have
provided appropriate feedback to the candidate. The note below is to only be completed if the
student chooses to do this in a workplace environment and a third party observation occurs. It
may require the trainer/assessor to have a conversation with the third party.

Supervisor
name:

Supervisor
Date:
signature:

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FINAL ASSESSOR RECORD OF ASSESSMENT

BSBMKG510 PLAN E-MARKETING COMMUNICATIONS


ASSESSOR TO COMPLETE. Please upload the completed record to the student portal. The assessor must also sign
and date. A copy is then to be scanned and uploaded into the Student Management System for final Unit of
Competency result allocation.

Student Name: Student Number:

Assessment Task 1: Activity 1  Satisfactory  Unsatisfactory

Assessment Task 1: Activity 2  Satisfactory  Unsatisfactory

Assessment Task 2: Essay Questions 1 - 8  Satisfactory  Unsatisfactory

Assessment Task 3: Project – Create an e-marketing  Satisfactory  Unsatisfactory


strategy and plan

Assessment Task 4: Observation – Presentation  Satisfactory  Unsatisfactory


demonstrating your evaluation of
your website marketing strategy

Is reassessment necessary? Reassessment details:

 Yes  No

 Valid  Sufficient  Current  Authentic

Final Unit Result  Competent  Not Yet Competent

Student signature The result of my performance in this assessment has been discussed and explained to me or
and declaration provided to me via the online portal.
Student’s signature: Date:

I hereby certify that the above student has been assessed by myself and the assessment was
Assessor’s
carried out as per the College policies and procedures.
signature and
declaration
Assessor’s Name:

Assessor’s Signature: Date:

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