Develop A Marketing Plan

Assessment Manual


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Throughout your training we are committed to your learning by providing a training and assessment framework that ensures the knowledge gained through training is translated into practical on the job improvements.

You are going to be assessed for:

  • Your skills and knowledge using written and observation activities that apply to your workplace.
  • Your ability to apply your learning.
  • Your ability to recognise common principles and actively use these on the job.

All of your assessment and training is provided as a positive learning tool. Your assessor will guide your learning and provide feedback on your responses to the assessment materials until you have been deemed competent in this unit.

How you will be assessed

The process we follow is known as competency-based assessment. This means that evidence of your current skills and knowledge will be measured against national standards of best practice, not against the learning you have undertaken either recently or in the past. Some of the assessment will be concerned with how you apply your skills and knowledge in your workplace, and some in the training room as required by each unit.

The assessment tasks have been designed to enable you to demonstrate the required skills and knowledge and produce the critical evidence to successfully demonstrate competency at the required standard.

Your assessor will ensure that you are ready for assessment and will explain the assessment process.  Your assessment tasks will outline the evidence to be collected and how it will be collected, for example; a written activity, case study, or demonstration and observation.

The assessor will also have determined if you have any special needs to be considered during assessment. Changes can be made to the way assessment is undertaken to account for special needs and this is called making Reasonable Adjustment.

What happens if your result is ‘Not Yet Competent’ for one or more assessment tasks?

Our assessment process is designed to answer the question “has the desired learning outcome been achieved yet?” If the answer is “Not yet”, then we work with you to see how we can get there.

In the case that one or more of your assessments has been marked ‘NYC’, your trainer will provide you with the necessary feedback and guidance, in order for you to resubmit your responses.

What if you disagree on the assessment outcome?

You can appeal against a decision made in regards to your assessment.   An appeal should only be made if you have been assessed as ‘Not Yet Competent’ against a specific unit and you feel you have sufficient grounds to believe that you are entitled to be assessed as competent. You must be able to adequately demonstrate that you have the skills and experience to be able to meet the requirements of units you are appealing the assessment of.

Your trainer will outline the appeals process, which is available to the student. You can request a form to make an appeal and submit it to your trainer, the course coordinator, or the administration officer. The RTO will examine the appeal and you will be advised of the outcome within 14 days. Any additional information you wish to provide may be attached to the appeal form.

What if I believe I am already competent before training?

If you believe you already have the knowledge and skills to be able to demonstrate competence in this unit, speak with your trainer, as you may be able to apply for Recognition of Prior Learning (RPL).

Assessor Responsibilities

Assessors need to be aware of their responsibilities and carry them out appropriately.  To do this they need to:

  • Ensure that participants are assessed fairly based on the outcome of the language, literacy and numeracy review completed at enrolment.
  • Ensure that all documentation is signed by the student, trainer, workplace supervisor and assessor when units and certificates are complete, to ensure that there is no follow-up required from an administration perspective.
  • Ensure that their own qualifications are current.
  • When required, request the manager or supervisor to determine that the student is ‘satisfactorily’ demonstrating the requirements for each unit. ‘Satisfactorily’ means consistently meeting the standard expected from an experienced operator.
  • When required, ensure supervisors and students sign off on third party assessment forms or third party report.
  • Follow the recommendations from moderation and validation meetings.

How should I format my assessments?

Your assessments should be typed in a 11 or 12 size font for ease of reading. You must include a footer on each page with the student name, unit code and date. Your assessment needs to be submitted as a hardcopy or electronic copy as requested by your trainer. 

How long should my answers be?

The length of your answers will be guided by the description in each assessment, for example:

Type of Answer Answer Guidelines
Short Answer 4 typed lines = 50 words, or 5 lines of handwritten text
Long Answer 8 typed lines = 100 words, or 10 lines of handwritten text =  of a foolscap page
Brief Report 500 words = 1 page typed report, or 50 lines of handwritten text = 1foolscap handwritten pages
Mid Report 1,000 words = 2 page typed report 100 lines of handwritten text = 3 foolscap handwritten pages
Long Report 2,000 words = 4 page typed report 200 lines of handwritten text = 6 foolscap handwritten pages

How should I reference the sources of information I use in my assessments?

Include a reference list at the end of your work on a separate page. You should reference the sources you have used in your assessments in the Harvard Style. For example:

Website Name – Page or Document Name, Retrieved insert the date. Webpage link.

For a book: Author surname, author initial Year of publication, Title of book, Publisher, City, State

assessment guide

The following table shows you how to achieve a satisfactory result against the criteria for each type of assessment task.

Assessment Method Satisfactory Result Non-Satisfactory Result
You will receive an overall result of Competent or Not Yet Competent for the unit. The assessment process is made up of a number of assessment methods. You are required to achieve a satisfactory result in each of these to be deemed competent overall. Your assessment may include the following assessment types.
Questions All questions answered correctly Incorrect answers for one or more questions
Answers address the question in full; referring to appropriate sources from your workbook and/or workplace Answers do not address the question in full. Does not refer to appropriate or correct sources.
Third Party Report Supervisor or manager observes work performance and confirms that you consistently meet the standards expected from an experienced operator Could not demonstrate consistency. Could not demonstrate the ability to achieve the required standard
Written Activity The assessor will mark the activity against the detailed guidelines/instructions Does not follow guidelines/instructions
Attachments if requested are attached Requested supplementary items are not attached
All requirements of the written activity are addressed/covered. Response does not address the requirements in full; is missing a response for one or more areas.
Responses must refer to appropriate sources from your workbook and/or workplace One or more of the requirements are answered incorrectly. Does not refer to or utilise appropriate or correct sources of information
Observation All elements, criteria, knowledge and performance evidence and critical aspects of evidence, are demonstrated at the appropriate AQF level Could not demonstrate elements, criteria, knowledge and performance evidence and/or critical aspects of evidence, at the appropriate AQF level
Case Study All comprehension questions answered correctly; demonstrating an application of knowledge of the topic case study. Lack of demonstrated comprehension of the underpinning knowledge (remove) required to complete the case study questions correctly.  One or more questions are answered incorrectly.
Answers address the question in full; referring to appropriate sources from your workbook and/or workplace Answers do not address the question in full; do not refer to appropriate sources.

written activity

Your task is to research the following information in relation to your own organisation or one you are familiar with and write a detailed report. Use the following questions as a guide to your research:

  1. Choose and organisation (it may be the one you have used for your project) and summarise the organisational structure, its products and/or services and the overall strategic and marketing objectives.
  2. Briefly discuss 3 common marketing opportunity options.
  3. Outline 2 common marketing strategies and marketing approaches that you are familiar with.
  4. What processes can be used to ensure marketing strategies, approaches and the marketing mix align to an organisation’s objectives and are legal, ethical and achievable?
  5. Outline the legislative and regulatory context of your nominated organisation as relevant to your marketing plan.


  1. Your task is to choose an organisation or business, this could be one you work in or one you are familiar with and identify their objectives.
  2. From the information you gather you are to develop a marketing plan for the organisation/business. You can use the following template as a guide to your marketing plan. Your marketing plan must show evidence of:
    1. Evaluation of marketing opportunities
    1. Utilising the organisations strengths and opportunities to meet objectives
    1. Developing resources and expertise to meet objectives
    1. Legal and ethical marketing
    1. Costings for marketing
    1. A schedule for the marketing
    1. A section outlining the responsibilities and accountabilities of people involved in the marketing of the organisation/business
    1. Strategic use of marketing approaches and mix
    1. A rationale of the objectives, strategies and tactics used in the marketing plan
    1. Development of a marketing performance review strategy
  3. Once you have completed your marketing plan you are then to present this plan to your workplace supervisor or your assessor and classroom colleagues. This presentation must include a detailed description of your organisations objectives and how your marketing plan will serve to achieve the objectives.
  4. You must gather feedback from the people you present your marketing plan to and then adjust you plan to meet the feedback provided. The marketing plan is then to be accurately presented and disseminated to those people.

Marketing Plan



Main Business Address: _______________________________________

Postal Address: _________________________________________________

ABN: ____________________________________________________________

CAN: ____________________________________________________________


Marketing Plan Summary

The Business

Business Name: _________________________________________________________

Business Structure: _____________________________________________________

ABN: _____________________________________________________________________

ACN: _____________________________________________________________________

Business Location: ______________________________________________________

Date Established: _____________

Business Owner(s): _____________________________________________________

Relevant Owner Experience:




The Future

Mission Statement:




The Market

Target Market:


Marketing Strategy:


The Finances


The Business

Business Overview


SWOT Analysis

Strengths Weaknesses
Opportunities Threats

SWOT Activity Sheet

SWOT Weakness/Threat Activity to Address Weakness/Threat          Activity Completion Date


  Product/Service       Description               Price

Market Position:


Unique Selling Position:


Anticipated Demand:


Pricing Strategy:


Value to Customer:


Growth Potential:


Sales/Marketing Personnel

          Job Title               Name   Responsibilities

The Future

Mission Statement:




The Market

Unique Selling Position:


The Customer/Clients

Customer Demographics:


Target Market (Key Customers):


Customer Management:


The Competitors

Your Competitors:


Competitor Details:


Market Research


Market Targets


Marketing Strategy


Advertising and Sales

Advertising and Promotional Strategy:


Social Media Strategy:


Sales Strategy:


Sales and Distribution Channels:





Expected Sales:


Marketing Budget:


Monitoring Measurement/Activities

Monitoring Measurement/Activities:





The following questions may be answered verbally with your assessor or you may write down your answers. Please discuss this with your assessor before you commence. Short Answers are required which is approximately 4 typed lines = 50 words, or 5 lines of handwritten text.

Your assessor will take down dot points as a minimum if you choose to answer them verbally.

Answer the following questions either verbally with your assessor or in writing.

  1. Give a detailed explanation of how you would prepare and present a marketing plan.
  2. What are some important strategic alignment skills?
  3. When working on the execution stage of this process, what are the 5 tactics that can make this phase more effective and successful? Give an explanation of each.
  4. What is the “poem model”? Give a detailed description.
  5. Give a brief description of the ethical and legal issues in promotion and advertising.
  6. Discuss how you would develop a feasible marketing strategy.
  7. What are the 7s model components and how would you apply them?
  8. How can an organisation track what is working?
  9. Give a detailed explanation of what “formulation of marketing strategies” is.
  10. Give a brief explanation of how you would develop a marketing performance review strategy.
  11. What should be considered when scheduling marketing activity monitoring? Also, what advantages are there in reporting and recording the progress in this manner?
  12. What is the difference between static capabilities and dynamic capabilities?

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