BSBMKG435 Analyse consumer behavior Project assessment Crite

Homework answers / question archive / BSBMKG435 Analyse consumer behavior Project assessment Criteria Unit code and name Qualification/Course code and name BSB40820 | Certificate IV in Marketing and Communication Student details Assessment declaration Note: If you are an online student, you will be required to complete this declaration on the TAFE NSW online learning platform when you upload your assessment

BSBMKG435 Analyse consumer behavior Project assessment Criteria Unit code and name Qualification/Course code and name BSB40820 | Certificate IV in Marketing and Communication Student details Assessment declaration Note: If you are an online student, you will be required to complete this declaration on the TAFE NSW online learning platform when you upload your assessment

Marketing

Share With

BSBMKG435 Analyse consumer behavior Project assessment Criteria

Unit code and name

Qualification/Course code and name

BSB40820 | Certificate IV in Marketing and Communication

Student details

Assessment declaration

Note: If you are an online student, you will be required to complete this declaration on the TAFE NSW online learning platform when you upload your assessment.

This assessment is my original work and has not been:

• plagiarised or copied from any source without providing due acknowledgement.

• written for me by any other person except where such collaboration has been authorised by the Teacher/Assessor concerned.

Student signature and date

Assessment instructions

Table 1 Assessment instructions

Assessment details Instructions

Assessment overview The aim of this assessment is to assess your knowledge and performance in tasks related to analysing consumer behaviour for markets and specific needs. You will need to analyse factors that impact on consumer decisions to purchase products or services, and consequently make recommendations on marketing strategies to increase the consumption of the product or service being marketed.

Assessment event number 2 of 2

Instructions for this assessment This is a project-based assessment that assesses your knowledge and performance of the unit.

This assessment is divided into four parts:

• Part 1: Conduct a Market Analysis

• Part 2: Review Consumer Interest from Previous Marketing Initiatives

• Part 3: Recommend Changes to the Marketing Plan

• Part 4: Present Recommendations

And is supported by:

• Assessment checklists

• Templates

• Appendix 1 – Marketing communications

• Appendix 2 – Organisational capability

• Appendix 3 – Marketing Analysis Template

• Appendix 4 – Summary of Recommendations Template

• Appendix 5 – Summary Report

Note: This assessment may contain links to external resources. If a link does not work, copy and paste the URL directly into your browser.

Submission instructions On completion of this assessment, you are required to submit a video recording as well as supporting documents to your Teacher/Assessor for marking. Where possible, submission and upload of all required assessment files should be via the TAFE NSW online learning platform.

It’s important that you keep a copy of all electronic and hardcopy assessments submitted to TAFE and complete the assessment declaration when submitting the assessment.

What do I need to do to achieve a satisfactory result? To achieve a satisfactory result for this assessment you must complete all the tasks listed in this document.

If a resit is required to achieve a satisfactory result it will be conducted at an agreed time after a suitable revision period.

What do I need to provide? • TAFE NSW student account username and password. If you do not know your username and password, contact your campus or service centre on 131601.

• Computer or other device with word processing software and internet access

• Writing materials, if required

• Video recording equipment, e.g. a smartphone

• Friend, family member or fellow student to role play

What the Teacher/Assessor will provide Access to this assessment and learning resources, including the student workbook and any supporting documents or links.

Access to:

• learning materials, student workbook and online learning platforms, where applicable, with information and links to:

o a realistic scenario

o relevant legislations, regulations, standards and codes

o relevant workplace documentation and resources – links to access these have been provided in the Resources section below

o simulated organisation called Bounce Fitness

http://bouncefitness.precisiongroup.com.au/my-account/

Username: tafenswlearner

Password: tafensw@123

Due date

Time allowed

Location Refer to the training schedule

5 hours (indicative only)

Assessment is to be completed out of class

Assessment feedback, review or appeals In accordance with the TAFE NSW policy Manage Assessment Appeals, all students have the right to appeal an assessment decision in relation to how the assessment was conducted and the outcome of the assessment. Appeals must be lodged within 14 working days of the formal notification of the result of the assessment.

If you would like to request a review of your results or if you have any concerns about your results, contact your Teacher/Assessor or Head Teacher. If they are unavailable, contact the Student Administration Officer.

Contact your Head Teacher/Assessor for the assessment appeals procedures at your college/campus.

Specific task instructions

The instructions and the criteria in the tasks and activities below will be used by your Teacher/Assessor to determine if you have satisfactorily completed this assessment event.

Assessment overview and scenario

For this project assessment you need to assume that you are on the marketing team at Bounce Fitness – a fitness and lifestyle service provider in Australia. They have developed a marketing plan for fitness training services that target corporate consumers. Like all organisations, Bounce Fitness wants to attract a large number of customers for this service.

You have been given the task of analysing the marketing plan along with the behaviour of potential consumers in general, as well as towards the specific service offering. Based on your analysis, you will need to recommend changes to the marketing strategy in order to increase consumption of the service being marketed.

Your analysis will take the following factors into account:

• Current offering as per the Bounce Fitness marketing plan.

• Online research of industry and consumer trends with regards to different consumer types – select two consumer types to act as your potential target audience for further analysis

• The factors which could influence the behaviour of your identified consumer types towards the Bounce Fitness service offering

• The Bounce Fitness organisational capability to serve the specific consumer types

At the end of this assessment, you will engage in role play with a family member, friend or fellow student to provide your recommendations for changes in the marketing plan via a video recording.

Note that this assessment is divided into four parts:

• Part 1: Conduct a Market Analysis

• Part 2: Review Consumer Interest from Previous Marketing Initiatives

• Part 3: Recommend Changes to the Marketing Plan

• Part 4: Present Recommendations

An introduction and list of tasks will be provided with each assessment part, and you will need to access various resources, reports and templates in order to complete the tasks.

You can edit the various documents using a business software package (such as Microsoft Word or Publisher) and incorporate graphics like charts, pictures and graphs (where needed).

So…let’s get started!

Resources required

Bounce Fitness Corporate Marketing Plan

(https://bouncefitness.precisiongroup.com.au/category-infrastructure/current-projects/)

Bounce Fitness Corporate Marketing Plan Performance Review

(https://bouncefitness.precisiongroup.com.au/category-infrastructure/current-projects/)

Bounce Fitness Marketing Procedures

(https://bouncefitness.precisiongroup.com.au/policies-and-procedures/marketing-policy-procedures/)

Appendix 3 - Marketing Analysis Template on the Bounce Fitness website

Appendix 4 - Summary of Recommendations on the Bounce Fitness website

Appendix 5 - Summary Report Template on the Bounce Fitness website

Workplace

This project requires you to complete the assessment tasks in the simulated organisation (Bounce Fitness) environment.

Part 1: Conduct a Market Analysis

In this part of the assessment, you need to conduct a market analysis to evaluate the existing Bounce Fitness corporate marketing plan. You need to record your observations in Appendix 3 Marketing Analysis template.

Once completed, submit the template to your teacher/assessor for marking along with any supplementary documents listed in the instructions below.

Brief:

Task1:

To conduct your analysis, you need to access the following resources:

• Bounce Fitness Corporate Marketing Plan

• Bounce Fitness Corporate Marketing Plan Performance Review

• Internet sources that contain information on the market profile relevant to the corporate marketing plan – this means you need to search online for examples of a service similar to the one covered in the corporate marketing plan, general features of the service, consumer attributes as well as past performances of the service

Note that some of these resources are available on the Bounce Fitness website, and the links are provided in the Resources section of this document.

Task 2:

Break down the information obtained from the first task – you should have details and information on the parameters listed below. Note that these findings will help you with your analysis of the Corporate Marketing Plan.

Feel free to make a rough note of these findings in a blank Word document or write them down on a piece of paper – eventually these findings will be recorded in the Marketing Analysis template.

• Market segment that is being targeted in the marketing plan.

• Details of at least one service in the market similar to the one being marketed by Bounce Fitness.

• Comparison between the features of the Bounce Fitness service with the features of the other similar service.

• Two key consumer types that are likely to purchase the service being marketed by Bounce Fitness. For example, loyal consumers and need-based consumers.

• Analyse the market profile and existing consumer data – this includes the following information:

o Demographic information like age, gender.

o Geographic information like the location of the consumer’s residence.

o Psychographic information like general consumer attributes – what is the reason each consumer type would need the Bounce Fitness service? What particular feature would they be attracted to?

• What have the general marketing trends been with regards to fitness services targeting corporate consumers, for example is there an increased preference for such services. Remember to identify all this information for both consumer types.

Task 3:

Based on the information collated in task 2, you can start filling out the relevant sections in Appendix 3 Marketing Analysis template. Remember to save the template document once you complete it.

Your Market Analysis template must include the following:

• Data collected on the marketing information corresponding to the information found in organizational marketing plan.

• Data collected on the consumer needs for the product chosen identified through the analysis of trends and past performances.

• Data collected on the consumer attributes of two chosen consumer types.

• A comparison of the features of the organisation’s product or service to the features of the identified similar product or service available on the market.

• An analysis on the differences between the identified consumer needs from the analysis of trends and past performances to the consumer needs referenced in the marketing framework tool used to develop the current marketing plan.

Desired outputs to submit to teacher/assessor:

• Completed Marketing Analysis template

• Bounce Fitness’s current marketing plan

• Online sources you referred to for researching services similar to the one provided by Bounce Fitness

Part 2: Review the consumer interest information collected from previous marketing initiatives

To complete this part of the assessment, you need review data on consumer interest and complete a summary report by sourcing the relevant information. You can record your observations in Appendix 5 Summary Report template.

Once completed, submit the template to your teacher/assessor for marking along with any supplementary documents used.

Brief:

Task 1:

To conduct your review, you need to access the following resources:

• Bounce Fitness’s Corporate Marketing Plan

• Bounce Fitness’s Corporate Marketing Plan Performance Review

• Previous marketing communications conducted by Bounce Fitness and the consumer response to it – refer to Appendix 1

• Bounce Fitness’s skills, abilities and resources to provide the corporate fitness service advertised – refer to Appendix 2

Note that some of these resources are available on the Bounce Fitness website, and the links are provided in the Resources section of this document.

Task 2:

Break down the information obtained from task 1 – you should have details and information on the following questions. Note that these findings will help you with your review of the consumer interest information.

Feel free to make a rough note of these findings in a blank Word document or write them down on a piece of paper – eventually these findings will be recorded in the Summary Report template.

• What sort of response or feedback did the consumers have for previous marketing communications conducted for the corporate fitness program?

• Are the current organisational capability parameters sufficient to effectively market the corporate fitness service?

• Can you provide at least two recommendations to improve the organisation’s ability to respond to consumer demands based on the findings in the organisational capability?

• What is your assessment of the following:

o Consumer trend of interests

o Consumer buying power

o Consumer source of information on the services provided by Bounce Fitness

o Consumer responses based on age and gender

• What sort of digital media was used in the marketing communications and how did that influence the consumer engagement journey?

• Is the organisational capability sufficient to meet consumer needs?

Task 3:

Based on the information collated in task 2, you can start filling out the relevant sections in Appendix 5 Summary Report template. Remember to save the template document once you complete it.

Your Summary Report template must include the following information:

• Summary of the following:

o Consumer responses on consumer information

o Consumer responses on product or service information

• Evaluation of the organisational capability in terms of the following:

o Financial capability,

o Workforce capability

o Information capability

o Physical capability

• At least two recommendations to improve the organisation’s ability to respond to consumer demands

Desired outputs to submit to the teacher/assessor:

• Completed Summary Report template.

• Bounce Fitness’s current marketing plan.

• Sources you referred to for researching the marketing communications and consumer feedback.

Part 3: Compile a list of recommendations for improving the current marketing plan

To complete this part of the assessment, you need provide at least two recommendations for the improvement of the current marketing plan that Bounce Fitness has developed for its corporate customers.

You need to use Appendix 3 Summary of Recommendations template to provide your recommendations.

Once completed, submit the template to your teacher/assessor for marking along with any supplementary documents used.

Brief:

Task 1:

Your first step will be to access the following resources:

• Bounce Fitness’s Corporate Marketing Plan

• Marketing analysis completed in part 1 of this assessment

• Previous marketing communications sourced in part 2 of this assessment

• Summary Report completed in part 2 of this assessment

• Bounce Fitness procedures and processes relevant to marketing – you need to consider these when making recommendations

• Budgetary plans of Bounce Fitness for the marketing initiatives – these can be accessed from the marketing plan

• Review the marketing plan to identify the following information:

o Strategies used for maximising marketing

o How the consumer behaviour could have influenced the marketing plan

o Role of digital platforms in influencing consumer behaviour

• Partially complete the Summary of Recommendations template based on your findings

Task 2:

At this point you will provide your recommendations for the revision of the current marketing plan:

• Outline how influences on consumer behaviour can be used to target effective marketing strategies to reach the two consumer types you’re evaluating.

• Based on the role of the digital environment established earlier, identify the following:

o At least two model engagement conversations appropriate for marketing the corporate fitness services.

o At least two model engagement interventions appropriate for marketing the corporate fitness services.

• Identify at least two marketing strategies in the marketing plan that requires improvements using the Market Analysis completed in part 1 and Summary Report completed in part 2.

• Identify recommendations on revisions to the identified marketing strategies in the marketing plan that requires improvements.

Task 3:

Based on the information collated in task 2, you can start filling out the relevant sections in Appendix 3 Summary of Recommendations template. Remember to save the template document once you complete it.

Your Summary of Recommendations template must include the following:

• Outline of how influences on consumer behaviour can be used to target effective marketing strategies.

• Propose a rationale for the marketing focus.

• Identify model engagement conversations and interventions appropriate for marketing the service.

• Identify marketing strategies in the marketing plan that requires improvement and the recommendations for the revisions.

• Outline of organisational policies and procedures relevant to marketing.

Desired outputs to submit to the teacher/assessor:

• Completed Summary of Recommendations template.

• Consumer responses to previous marketing communications.

• Documents containing organisational policies and procedures relevant to marketing.

Part 4: Present recommendations to improve the marketing plan

This is the final part of the assessment - you need to present your recommendations for revising the organisation’s current marketing plan established in part 3 earlier. You can present to a couple of family members or friends and make a recording of the presentation. It’s a good idea to practice your presentation before preparing the final recording.

Once completed, submit the video recording to your teacher/assessor for marking along with any supplementary documents used.

Brief:

Task 1:

You will need to present the following:

• Results of the marketing analysis conducted in part 1 of this assessment

• Results of the summary report prepared in part 2 of this assessment

• Findings from your recommendations compiled in part 3 of this assessment. This includes:

o Rationale behind your recommendations for the marketing focus

o Sections of the marketing plan that need to be updated

o Any new sections that may need to be added to the marketing plan

• Expected results if Bounce Fitness implements all your recommendations in the marketing plan

• Identify the legislative and ethical obligations that must be met when implementing the marketing recommendations.

• Explanation of how the legal and ethical obligations will be met.

Top tips:

• All the information that you need to present can be obtained from the templates you have filled out so far, especially the Summary of Recommendations.

• It’s highly recommended that you note down all your observations in a logical manner in a word document on your computer or on a piece of paper. You can then refer to your notes while recording your presentation. Remember that your presentation should be clear, logical and cover off all the points above – good luck!

Desired outputs to submit to the teacher/assessor:

The following supporting evidence has been submitted with this assessment:

• Video recording of presentation

Part 5: Assessment checklist

The following checklist will be used by your Teacher/Assessor to mark your performance against the assessment criteria of your project. Use this checklist to understand what skills and/or knowledge you need to demonstrate during this assessment event. All the criteria described in the Assessment checklist must be met.

Table 2 Assessment checklist

TASK/STEP # Instructions S U/S Assessor comments

Part 1 Student needs to submit the following:

• Marketing Analysis template

• Bounce Fitness current marketing plan

The Marketing Analysis Template must include the following:

• Data collected on the marketing information corresponding to the information found in organizational marketing plan.

• Data collected on the consumer needs for the product chosen identified through the analysis of trends and past performances.

• Data collected on the consumer attributes of two chosen consumer types.

• A comparison of the features of the organisation’s product or service to the features of the identified similar product or service available on the market.

Date of observation:

Assessors are to record their observations in enough detail to demonstrate their judgement of the students’ performance against the criteria.

Part 2 Student needs to submit the following:

• Summary Report template

The Summary Report template must:

• Summarise the following:

o Consumer responses on consumer information

o Consumer responses on product or service information

• Include an evaluation of the organisational capability in terms of the following:

o Financial capability,

o Workforce capability

o Information capability

o Physical capability

• Outline at least two recommendations to improve the organisation’s ability to respond to consumer demands. ?

Date of observation:

Assessors are to record their observations in enough detail to demonstrate their judgement of the students’ performance against the criteria.

Part 3 Student needs to submit the following:

• Summary of Recommendations template

• Consumer responses to previous marketing communications

The Summary of Recommendations template must include the following:

• Outline of how influences on consumer behaviour can be used to target effective marketing strategies.

• Propose a rationale for the marketing focus.

• Identify model engagement conversations and interventions appropriate for marketing the service.

• Identify marketing strategies in the marketing plan that requires improvement and the recommendations for the revisions.

• Outline of organisational policies and procedures relevant to marketing. Date of observation:

Assessors are to record their observations in enough detail to demonstrate their judgement of the students’ performance against the criteria.

Part 4 Students need to submit a video presentation summarising their findings and recommendations.

During the presentation, the student must include the following:

• Outline results of the marketing analysis conducted in part 1 of this assessment.

• Outline results of the summary report prepared in part 2 of this assessment.

• Discuss the findings from their recommendations compiled in part 3 of this assessment. This includes:

o Rationale behind their recommendations for the marketing focus

o Sections of the marketing plan that need to be updated

o Any new sections that may need to be added to the marketing plan

• Outline expected results if Bounce Fitness implements all their recommendations in the marketing plan.

• Identify the legislative and ethical obligations that must be met when implementing the marketing recommendations.

• Explain how the legal and ethical obligations will be met. Date of observation:

Assessors are to record their observations in enough detail to demonstrate their judgement of the students’ performance against the criteria.

Appendix 1:

Marketing Communications for Corporate Fitness Services

Bounce Fitness has always relied on word-of-mouth referrals to secure new clients but have recently started using social media engagement strategies such as articles on LinkedIn. They have also been using photos of their state-of-the-art gyms and testimonials from existing clients on Instagram and Facebook. The promotion on LinkedIn has been particularly successful as it is a platform which is largely used by corporate professionals – the target market for the fitness services being advertised.

Bounce Fitness found that the social media promotions appealed extensively to their loyal consumers – by showing up-to-date photos of the gym, the loyal consumers continued to retain their membership as they noticed the standards and quality of the gym was being well maintained.

Bounce Fitness has also used other communication strategies like print media, pamphlets, brochures and ads on their website. The brochures tend to provide extensive information on the ‘user-friendly’ and health-knowledge side of the business which appeals to a slightly older demographic – one that may not have much experience with the gym environment.

An analysis of the Bounce Fitness communication strategy has shown that it is received equally by both males and females. There doesn’t seem to be any one gender that responds more positively to the marketing communications. However, the demographic that was more interested in the services definitely belonged to a higher income bracket.

The great thing about the Bounce Fitness communication strategy is that it seems to cover

off all types of engagement journeys. It provides for interactive engagement, two-way

conversations, progress journey as well as a relationship journey.

In summary, the existing clients as well as potential consumers have been quite happy with

the marketing communications as they cover off all the information quite well and seems to

be advertising the services in all the right places.

Appendix 2:

Bounce Fitness Organisational Capability

Bounce Fitness is in a great position to meet the ever-changing consumer demands.

• In the last financial year, Bounce Fitness was able to generate a 10% increase in sales through boosting gym membership sales leads.

• They also increased client attendance rate by 20% via specialised advertising campaigns every quarter.

• This allows them to invest money into their facilities and equipment as well as trainer skills and qualifications.

• Bounce Fitness has a great reputation as a premium gym with state-of-the art equipment, fitness and nutrition services.

• In the last financial year, Bounce Fitness also invested a large amount of money in evaluating and improving their capability to maintain and use information. They found that while sensitive client information needs to be stored securely, it can also be used intelligently to send out targeted communications.

Assessment feedback

NOTE: This section must have the Teacher/Assessor and student signature to complete the feedback. If you are submitting through the TAFE NSW online learning platform, your Teacher/Assessor will give you feedback via the platform.

Assessment outcome

? Satisfactory

? Unsatisfactory

Assessor feedback

? Has the assessment declaration for this assessment event been signed and dated by the student?

? Are you assured that the evidence presented for assessment is the student’s own work?

? Was reasonable adjustment in place for this assessment event?

If yes, ensure it is detailed on the assessment document.

Comments:

Assessor name, signature and date

Student acknowledgement of assessment outcome

Would you like to make any comments about this assessment?