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Module 1

Term and Year Term 3 2018

Qualification : BSB60215 Advanced Diploma of Business

Unit Code: BSBADV602

Unit Title: Develop an advertising campaign

Assessment

Task 1 Case study advertising plan

Task 2 Short questions, case study advertising budget demonstration

Student Name:

Student ID No:

Assessor’s Name Dr Eugene Lim/ Andrey Loburets

Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Elite Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks.

Student Name:

Student Signature:

Date:

Assessment submission (new) requirements

Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.

Assessment deadlines penalty

It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the period of extension, no academic penalty will be applied to that piece of assessment. If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.

Assessment/evidence gathering conditions

Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be recorded.

V2018.T3. 1.2BSB60215 Advanced Diploma of Business/ BSBADV602/ 2018/ T3/ Assessment Tool/ Task 1 & 2

Principles of Assessment

Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training Organizations (RTO) 2015, the learner would be assessed based on the following principles:

Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the assessment and be reassessed if necessary.

Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies held by the learner no matter how or where they have been acquired and, (3) the unit of competency and associated assessment requirements, and the individual.

Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements covers the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical application, (3) assessment to be based on evidence that demonstrates that a leaner could demonstrate these skills and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner performance that is aligned to the unit/s of competency and associated assessment requirements.

Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of the assessor conducting the assessment

Rules of Evidence

Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit of competency and associated assessment requirements.

Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a judgement to be made of a learner’s competency.

Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would mean that any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not Yet Competent’ grading.

Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the assessment evidence to be from the present or the very recent past.

Resources required for this Assessment

All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint

Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID and signature. If these details are not present, the assessment would need to be resubmitted again.

The document is then required to be converted to PDF and uploaded to the student learning management system for assessment.

Refer the notes on eLearning to answer the tasks or any additional material will be provided by Trainer.

Instructions for Students

Please read the following instructions carefully

This assessment is to be completed according to the instructions given by your assessor.

Students are allowed to take this assessment home.

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 2 weeks of the assessment due date.

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 aspect of this assessment, please ask for clarification from your assessor.

Please refer to the College re-assessment and re-enrolment policy for more information.


Procedures and Specifications of the Assessment

You will be required to demonstrate skills and knowledge required to define campaign objectives; prepare an advertising budget; You will be required to demonstrate the skills and knowledge required to develop a schedule for proposed advertising activities; defining campaign objectives and preparing advertising budgets. You will also require to demonstrate communication skills to question, clarify and report when creating an advertising campaign and technology skills to use a wide range of office equipment and software to develop an advertising campaign.

Read all materials required for this assessment task: this procedure and the Bounce Fitness Simulated Business Corporate Marketing Plan.

In response to the Bounce Fitness Simulated Business Corporate Marketing Plan (provided), you will develop a report.

Defining the campaign objectives and preparing an advertising budget, which addresses all questions in this task.

Defining a schedule for proposed advertising activities, which addresses all questions in this task.

To demonstrate knowledge in defining campaign objectives and preparing advertising budgets.

Discuss your completed advertising campaign to the class and assessor. You must consistently behave and present as if this were an actual presentation to the CEO of Bounce Fitness.

Case study

Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies.

Bounce Fitness is based on two simple facts:

Healthy employees are more productive than chronically ill employees

It costs less to prevent injuries or illnesses than to treat them after they occur.

Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected.

Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and turnover, reduced worker’s compensation claims and a healthier, more motivated staff.

Current economic and demographic changes will make health care issues worse. The environmental factors and the local competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its services through an effective advertising campaign with the following objectives

Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs and services.

Staff will expand the preventive services offered while improving the quality of life among participants through health and fitness services using state of the art equipment and practices

Reflecting the needs of its members through value and outcome effectiveness.


Task 1

1. You are required to determine key objectives and to develop an advertising campaign to optimize product or service marketing performance in response to an advertising plan. Prepare a report to encapsulate the required information and knowledge to complete this task. Define campaign objectives:

Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for the objectives for the advertising campaign.

How do you make sure that your campaign objectives will be feasible?

Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.

Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of concern.

Demonstration/ observation checklist

Candidate’s name

Assessor’s name Dr Eugene Lim/ Andrey Loburets

Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives

Date

Defining the Advertising Campaign Plan

Name of company Bounce Fitness

Docu

men

t adm

inis

tratio

n

Version 1.0

Status Draft

Next review Next month

Document owner (Student’s name)

Role Marketing Manager

Signature

(please place your signature)

Date


1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for the objectives for the advertising campaign.

1.1 Purpose and business objectives (please refer to Creative Brief for the Introduction of Corporate Fitness Programs file)

1.1.1

Business’ vision statement

1.1.2

Targ

et m

arke

t of t

he b

usin

ess

Geographic

Demographic

Behavioral

1.1.3

The business’ unique selling propositions

1.1.4 Marketing objectives


1.1.5

Advertising brief review

(based on the company’s marketing

mix)

1.1.6Proposed new

creative requirements

1.1.7

Illustrate a creative artwork for an

advertisement poster for Bounce Fitness that would focus on

one of its advertising campaign objective

(Increase market penetration every quarter) to ensure

positive consumer responses.


1.1.8

Provide a rationale on how the artwork

would be able to enlist a positive

consumer response

1.1.9

Provide a brief justification on how it would meet ACMA

regulatoryrequirements

1.1.10

Provide a brief justification on how it would meet ACCC

regulatoryrequirements

1.1.11

Provide a brief justification on how it would meet ethical

(social and cultural) requirements

Management approval (Trainer please over boxes)

Approved Not approved

Management Initials (Trainer): Date


2 Performance metrics of Bounce Fitness advertising campaign

Review areasCorporate Marketing Plan

Performance Review Evaluation(What is your opinion on the Bounce Fitness’ marketing performance?)

Forecast Actual

Sales $540,860 $540,860

Marketing expenses $24,600 $73,818

Website development $19,450 $17,300

Success with target segment last 3 months 103 151

Succ

ess

with

com

mun

icat

ion

stra

tegy

Pamphlet 52 6

Website 47 78

Facebook ad 12 36

YouTube 32 21

Special offers 8 6

Total 151 147


3. How does Bounce Fitness ensure that its campaign objectives will be feasible?

SMART elementsBounce Fitness’ marketing objectives

(How does the organization’s objectives relate to SMART)

Specific – ensure your objectives are clear and outline what you are hoping to achieve

(Refer to Business Plan).

Measurable - are your objectives able to be measured?

(Refer to Business Plan).

Achievable - are the campaign objectives

achievable for everyone involved?

(Make your own assumption on how you wish to divide the percentage for each

centers over 100%)

CentersTarget %

(Divide % appropriate to each center in terms of expected performance)

Cairns (HQ)

Sydney

Melbourne

Brisbane

Realistic – do you have the resources and knowledge available to achieve the campaign

objectives?

Timing – map out a clear, achievable timeframe in

which the objectives should be achieved.

(Please note that objective is to increase 10% of sales

$540,860 = $54,000 extra = $594,946 to be apportion

into 4 quarters within a year)

Qtr.Target forecast

(Based on expected revenue of $594,946/- after including an increase of 10%)

1

2

3

4


Task 2

1. Prepare an advertising budget based on the following”

What research resource requirements will Bounce Fitness need for this campaign?

Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.

Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives?

How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?

Types of market research

Discuss the various market research rationale to enable Bounce Fitness to understand what is needed for its advertising campaign

Marketing research

Attitude surveys

Secondary research

Focus group interviews

Observation

Mystery shoppers

Site audits



Candidate’s name

Assessor’s name Dr Eugene Lim/ Andrey Loburets

Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives

Date

2. Identify and negotiate with external supplier (your trainer would undertake this role) on the range of media options that Bounce Fitness can consider. (You may use supplementary case materials found in the Moodle to assist you on this question)

Media options Merits(list benefits of using media type)

Value according to budgetary requirements

(How much and does it meet budget?)

Legal and ethical requirements

(List regulatory body/ issues)

Free TV advertising

Radio advertising

Sales brochures/ promotions

Magazine advertisement

Web development/ social marketing

Prepared by

Student’s signature Date



Management Initials (Trainer): Date


3. Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives? (Please refer to the Creative Brief for the Introduction of Corporate Fitness Programs)


Candidate’s name Date

Work activity Budget proposal and approval Assessor’s name Dr Eugene Lim/ Andrey Loburets

Type of media Justifications to choice Annual budget allocation ($) Q1 ($) Q2 ($) Q3 ($) Q4 ($)

Sales brochure/ promotions



Total

Management approval (Trainer please over boxes) Approved Not approved

Management (trainer) Name Dr Eugene Lim/ Andrey Loburets Management (trainer) Initials Date

V2018.T3. 1.2BSB60215 Advanced Diploma of Business/ BSBADV602/ 2018/ T3/ Assessment Tool/ Task 1 & 2 Page 12 of 17

4. Produce a timeline chart for Bounce Fitness to meet creative, media and production requirements for a YouTube advertisement to supplement its social marketing activity in order to achieve advertising objectives. (* You may make reference of each task activity at https://www.skeletonproductions.com/insights/corporate-video-production-guide)

Creative, media and production activity(Please highlight the boxes according to the required timeline to achieve each activity)

Periods

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Setting up media objectives

Market research

Planning on core message

Writing a production brief

Pre-production

Write script

Create storyboard

Plan and schedule shoot

Production

Post production editing

Transpose graphics and special effects

Mix music and soundtrack

Record voiceover

Format and host the video

Set up analytics and results

Distribute and promote video

Monitor and review response


5. milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness for various media types

Media type

Period Monitoring milestones activities (Briefly state when should each media be tracked) Person

responsibleStart date End date Monitoring progress against proposed plan Expenditure against budget Evaluating campaign effectiveness

Sales brochure/ promotions





Management (trainer): Dr Eugene Lim/ Andrey Loburets Management Initial: Date


Assessment Submission Checklist to be completed by the Trainer/Assessor

Unit name: BSBADV602 Develop an advertising campaign

Assessment: Task 1

Did the student complete and provide evidence for the following (please ): Yes No

1. Provide a demonstration on defining the case study’s advertising strategy?

2. Provide an analysis for the case study on its advertising performance?

3. Conducted an evaluation on the case study’s advertising objectives?

4. Developed a creative brief and advertising copy?

5. Discuss how the various legislation and ethical considerations affecting the case study’s advertising management?

6. Submit within agreed timeframe?

Has the learner proven they can (please ): Yes No Assessor’s Notes (if any)

1.1. Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign

1.2. State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

1.3. Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

1.4. Ensure campaign objectives take into consideration factors which may affect consumer responses

1.5. Ensure campaign objectives meet legal and ethical requirements

Feedback and result outcome for Task 1 (please )

Satisfactory

Not Yet Satisfactory

Re-assessment required


Unit name: BSBADV602 Develop an advertising campaign

Assessment: Task 2

Did the student complete and provide evidence for the following (please ): Yes No

1. Discuss the short questions?

2. Provide an analysis of the various media for case study consideration when deciding on its next advertising campaign?

3. Provided an advertising budget that meets the requirements of the case study’s advertising objectives?

4. Illustrated a Gantt chart and discuss how the proposed advertising timeline is able to meet campaign effectiveness in the schedule.

5. Submit within agreed timeframe?

Has the learner proven they can (please ): Yes No Assessor’s Notes (if any)

2.1. Assess and specify research resource requirements for the advertising campaign

2.2. Assess and specify resource requirements for a range of media options, creative and production services

2.3.Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives

2.4. Ensure the overall budget meets the requirements of the advertising brief

3.1. Confirm the campaign length and timing from the advertising brief

3.2. Identify service providers with the required expertise and negotiate their costs and availability

3.3. Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements

3.4. Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives

3.5. Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule


Feedback and result outcome for Task 2 (please )

Satisfactory

Not Yet Satisfactory

Re-assessment required

Assessment Summary Result (please )

Task 1 Case study advertising plan S NYS DNS

Task 2Short questions, case study advertising budget demonstration

S NYS DNS

Final Assessment Result for this unit C NYC

Feedback is given to the student on each Assessment task YES NO

Feedback is given to the student on final outcome of the unit YES NO

The result of my performance in this unit has been discussed and explained to me (please place signature below)

Student Signature Date

Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).

Trainer/ Assessor’s Initials

Date

Appeal Process (only for mitigating circumstances)

I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook

Student Signature Date


Documents

files.transtutors.com€¦ · Web viewFairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable adjustments are