Assessment Activity 1- Knowledge Questions
Question 1
Write a report on how relevant legislation, codes of practice, ethical principles, and national standards affect marketing operations. You must include the following in your response:
- codes of practice - confidentiality and privacy issues - ethical principles
- legislation and regulations - social responsibility and cultural diversity - safety issues
You must ensure that all of the legal and ethical requirements listed above are currently active. You are to be deemed unsatisfactory for this task if you include outdated information such as a superseded legislation.
The word limit for your summary is maximum of 750 words (± 10% rule applies). Make sure you insert citation for your research following the prescribed citation format (refer to "Style Guide for Assessment Submission").
Question 2
Briefly describe the following statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques. For each item, you must provide a definition and how it can be used to evaluate marketing opportunities. Write in your own words. Maximum length of answer for each item is 50 words.
- Bootstrapping - Brand-choice models - Experimental design technique
- Central tendency - Conjoint analysis - Cross-tabulation
- Perceptual maps - Intention survey - Data mining
Extrapolation - Game theory
Assessment Activity 2 - Report Writing
Business Simulation: FitLife Health Club
Read the FitLife Health Club Strategic Marketing Plan 2015-2020 and familiarise yourself with the company. It provides essential information on the company's current status, future strategic direction and background, including the following:
- Executive Summary
- Company Background
- Mission, Vision and Values
- Statement of Goals and Objectives
- Situation Analysis (including SWOT, BCG matrix, PEST/STEEP Analysis, and Market Trend Analysis)
- Statistical Analysis on Market Share, Competitors and 5 years Revenue Analysis
- Market Segmentation and the Marketing Mix
- Target Markets
- The Marketing Mix
- Financials.
You are encouraged to conduct external research from reputable and quality sources. Ensure you comply with the academic honesty standards outlined in Guide for Preparing and Submitting the Assessment section.
You must submit only the finalised report in your portfolio.
Your report will have two stages:
Stage 1: you are required to draft a report in which you need to identify and evaluate marketing opportunities to determine whether they can meet organisational objectives. It must also clearly document how current business operations need to be modified and what resources required to take advantage of newly identified and evaluated opportunities. This draft version will then be presented to the audience (Assessment Activity 3) to collect feedback, which you will then reflect the feedback on your final report.
Stage 2: you are required to finalise your report taking the feedback gathered during your presentation (Assessment Activity 3) into consideration. This will be the final version ready to be submitted to your Trainer/Assessor with your portfolio. Your Trainer/Assessor will lead the feedback process.
Assessment Activity 3 - Presentation
You are asked by the FitLife Health Club management to present your ideas to your colleagues. The objective of your presentation must be to:
• communicate with the audience clearly, understandably and creatively
• present your ideas, findings and recommendations credibly to convince the audience and gain support and agreement
• satisfactorily answer questions and objections
• organise material in an effective and logical sequence and format for the presentation
• develop a range of support materials that can be used to present a variety of ideas and concepts for your presentation
• adapt to the cultural requirements of the stakeholders as they are from diverse backgrounds with diverse abilities
• apply techniques to control the flow of information
• get feedback on your ideas, which then will be reflected on your final report.