Details of Assessment
Term and Year , 2017 Time allowed 8 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type e-Marketing Plan
Due Date Week 8 Room TBA
Details of Subject
Qualification BSB51915 Diploma of Leadership and Management
Subject Name Marketing
Details of Unit(s) of competency
Unit Code (s) and Names BSBMKG510 Plan E-Marketing Communications
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
0 Competent 0 Not Yet Competent
Marks / 100
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
0 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)
Develop an e-marketing plan for at least ONE product or service,
that meets all legislative and organisational requirements, and
contains:
an action plan
a schedule
costing
a monitoring strategy
evaluation methods
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 1 In class 1 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 ACTIVITY: E-MARKETING STRATEGY/PLAN
INSTRUCTIONS:
You are required to produce an E- Marketing Plan/Strategy for a
Small Business, product or service of your choice. Types of business and
product/services that you may wish to choose may include (but not
limited to):
• An online clothing store or departmental store
• An online sports bet company
• A food delivery company
• An online grocery store
• A deals website (similar to ozbargain)
• A small electronics company (manufactures electronic accessories)
• An online printing and publishing company
• A bookstore
• A web hosting & domain selling company
• A cloud service provider
However, the scope and choice of the business, product or service is
not limited to the list above and you may wish to use a business,
product or service at your discretion.
You do not require any information from this business to undertake
this assessment as it is your delegated task to research and provide and
implement an E- Marketing Plan/Strategy for the business, product or
service based on the assumptions you have made during your research.
Using the e-Marketing template & the structure as provided below,
develop a full version of the E-Marketing Plan/Strategy.
E-MARKETING PLAN STRUCTURE
1. Executive Summary
2. Introduction
3. Situational Analysis
a. SWOT Analysis
b. Issues Identified
4. The e-Marketing Schedule - Gantt Chart or Timeline for the e-Marketing Plan
5. The e-Marketing Strategies & Action Plan
a. product strategies
b. price strategies
c. promotion strategies
d. distribution strategies
6. Costing and Budget
7. Technical Issues
a. website content & searchability
b. Customer registration & logging security (for customers and staff)
c. Coupon codes, rewards for old clients, discounts
d. multimedia
e. autoresponders
f. order forms and feedback forms
g. access levels to online resources
h. credit card transactions
i. website hosting
j. website publishing
k. technical staff (size, requirements)
8. Monitoring Strategy
9. e-Marketing Evaluation methods
10. Appendix
11. Bibliography & References
GENERIC GUIDELINES FOR REPORTING
• Include any Supplementary Documents utilized
• All sources are referenced consistently and comprehensively using
the recommended referencing system as prescribed in the subject
description/outline.
• Use of language is appropriate to academic writing, the industry
context, Marketing themes and principles and the assessment criteria
• The responses are succinctly and clearly written or presented in English
• Overall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc.
E-MARKETING PLAN – COMPANY NAME
Prepared by:
Date:
EXECUTIVE SUMMARY
Provide an executive summary of at least 300 words. The summary should include:
• Overview of the organisation
• The product or service you decided to prepare an e-marketing plan for
• The target market of the product or service
• Key objectives of your e-marketing plan
TABLE OF CONTENTS PAGES
1. Executive Summary
2. Introduction
3. Situational Analysis
• SWOT Analysis
• Issues Identified
4. The e-Marketing Schedule
• Gantt Chart or Timeline for the e-Marketing Plan
5. The e-Marketing Strategies & Action Plan
• product strategies
• price strategies
• promotion strategies
• distribution strategies
6. Costing and Budget
7. 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)
8. Monitoring Strategy
9. e-Marketing Evaluation methods
10. Appendix
11. Bibliography & References
INTRODUCTION
Your introduction should include:
1. Mission, Vision and objectives of the organisation in regard to the product or service
o The objectives need to be SMART (Specific, Measurable, Attainable,
Relevant and Timely). When defining these objectives think about the
following:
o 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.
o Define objectives for each part of the customer journey -
Awareness, Acquisition and Conversion. Your plan needs to look at the
whole customer journey.
o Make sure that your objectives reflect exactly what you will be measured on (KPI’s).
2. 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.
3. A brief summary of the marketing environment for this product or service
4. Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.
Mission, Objectives:
Summary of Strategies and tactics to be used:
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
• 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 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.
e-Marketing 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:
Distribution strategies:
BUDGET & COSTING FOR THE E-MARKETING 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. A summary on the estimated financial benefits from this e-Marketing Plan
For the last bullet point you need to estimate projected channel
outcomes. This will include estimates on how much traffic will be
generated from each tactic and the number of prospects that will likely
go onto convert. In addition a ‘Sales and profit’ analysis can be used
to help you quantify the net profit that your e-Marketing plan will
generate. Strategies and Action Plan section should address the
electronic marketing strategies of your product or service based on the
4Ps.
E-MARKETING 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
• website publishing
• technical staff (size, requirements)
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:
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.
REFERENCES USED IN THE E-MARKETING PLAN
Monday, July 17, 2017
Details of Assessment Term and Year , 2017 Time allowed 8 Weeks Assessment No 1 Assessment Weighting 100% Assessment Type e-Marketing Plan Due Date Week 8 Room TBA Details of Subject Qualification BSB51915 Diploma of Leadership and Management Subject Name Marketing Details of Unit(s) of competency Unit Code (s) and Names BSBMKG510 Plan E-Marketing Communications 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 0 Competent 0 Not Yet Competent Marks / 100 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 0 Student did not attend the feedback session. Feedback provided on assessment. Signature: ____________________________
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