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Contents
Summative Assessment .................................................................................................................................2
Student Details ...........................................................................................................................................2
About this assessment ...............................................................................................................................3
Assessment Overview ................................................................................................................................6
Assessment Schedule .................................................................................................................................6
Assessment Task 1: Knowledge questionnaire .............................................................................................7
Assessment Task 2: Strategies for service marketing .................................................................................11
1. Written Report .....................................................................................................................................13
Assessment Task 3: Plan and develop activities for services marketing ....................................................13
1 Services marketing plan ........................................................................................................................15
2 Service level agreement ........................................................................................................................15
Assessment Task 4: Present the services marketing plan to relevant stakeholders .................................15
1 Presentation ..........................................................................................................................................16
Assessment Task 5: Implement and monitor services marketing strategies .............................................17
1 Report Analysis......................................................................................................................................18
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BSBMKG518 Plan and implement services marketing 2
Assessment
Summative Assessment
The assessment (summative assessment) is designed to evaluate your learning of the unit of
competency against specific requirements (see BSBMKG518 Plan and implement services
marketing - Unit Outline document).
Detailed information about the assessment process, policies and procedures is provided in the
‘Learning Guide – About Assessment’ document.
The assessment comprises of a range of tasks; to be deemed competent in the unit, you will have to
complete each task satisfactorily. Specific instructions are provided under each individual
assessment task.
Student Details
YEISON VARGAS
DANIEL LOPEZ
Declaration of authenticity:
I, the above-named student, confirm that by submitting, or causing the attached assessment (and
any additional attachment associated with it) to be submitted, to Lonsdale Institute, I have not
plagiarised any other person’s work in this assessment and except where appropriately
acknowledged, this assessment is my own work, has been expressed in my own words, and has
not previously been submitted for assessment.
The aim of this assessment document is to evaluate your performance of competency for the unit:
BSBMKG518 Plan and implement services marketing.
This unit describes the skills and knowledge required to use a range of
strategies to prepare and apply services marketing.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
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This assessment has been developed for the cohort of students undertaking the BSB52415 - Diploma
of Marketing and Communication at Lonsdale Institute. The learner cohort comprises of a majority
of International Students who speak English as a second language. Specific entry requirements and
detailed information about the learner cohort, are available in the Training and Assessment Strategy
document for the qualification.
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The essential outcomes of this unit are:
The language, literacy, numeracy and employment skills incorporated in this unit outcomes are:
The knowledge evidence to complete this unit requirements safely and effectively are:
Detailed information about the unit and the assessment requirements can be found in the
BSBMKG518 Plan and implement services marketing document.
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The assessment comprises of different tasks:
Read the assessment description carefully
Understand the assessment objectives
Follow the assessment instructions
Submit the assessment within the set timeframe
BSBMKG518 Plan and implement services marketing 6
Assessment
If you have any questions, contact your Trainer and Assessor for clarifications
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The following equipment and materials are required to complete this assessment:
Learning Material
Notes from class
Case Study/Scenario
Laptop/Desktop
Office Suite
Assessment Overview
To demonstrate your competency, you must satisfactorily complete all the following tasks:
Assessment Description Evidence checklist
Task
1 Questionnaire Response to all questions
2 Develop a written report directed to a Written report
senior stakeholder in the organisation
that addresses the following:
Identify strategies for service
marketing
Recommend strategies for service
marketing
3 Develop a written services marketing Written services marketing plan
plan Service level agreement
Develop the service level agreement
(SLA) listed in your services
marketing plan (one of them, if more
than one is listed)
4 Present the services marketing plan to an Observation checklist from trainer
audience of relevant stakeholders (Role- PP presentation used during the
Play) Role-Play
5 Develop a brief report directed to Written report analysis
senior management on the
implementation of the marketing
services plan
Assessment Schedule
Submission date: Please refer to your Training Log and to Lonsdale’s Learning Management System -
Moodle
BSBMKG518 Plan and implement services marketing 7
Assessment
Questionnaire
Q1 To answer this question, think about a service that is offered by a company that
you are familiar with. It could be a service that you have purchased and used.
Response
Service:
Internet service
This service provides customers with Internet access. Data may be transmitted using several
technologies, including dial-up, DSL, cable modem, wireless or dedicated high-speed
interconnects.
Typically, ISPs also provide their customers with the ability to communicate with one another
by providing Internet email accounts, usually with numerous email addresses at the customer’s
discretion. Other services, such as telephone and television services, may be provided as well.
The services and service combinations may be unique to each ISP.
Customers may have rights under the Customer Service Guarantee Standard (CSG Standard)
made under the Telecommunications (Consumer Protection and Service Standards) Act 1999.
- They rebrand will be visible via a through the line campaign spanning TV,
print, online and outdoor.
- Internet service provider has also introduced a new website, refreshed
social media channels.
- Develop and improvement of customer service centre experience.
-
This two marketing strategies are part of a huge campaign to improve the experience of the
customers when they are having problems with the service this means a huge investment in
human resources and training for any kind of problems.
At the same this will develop a massive message to provide the best options and solutions
that encourage and improve the image of the brand.
Massive deployment of airwaves and optic-fiber based networks have brought dramatic
changes in internet usage. With online TV streaming and other usage trends leading to huge
volumes of data consumption; providing access to digital content will generate more revenue
than ads or paid content for businesses. Thus, mobile internet service providers are merging
with fixed broadband providers and media, in order to feed consumers with content and
fulfill their huge data requirements.
Assessor marking:
Comments:
BSBMKG518 Plan and implement services marketing 10
Assessment
PRICE:
The cost of the product for the customer. It is defined by the balance of the objective of the business
and the affordability of the product for the targeted customers.
Pricing can be difficult for services.
PLACE:
Locations where the product are available to purchase by customers. Places can be physical, such as shop, or
online. Place are chosen to reach a maximum number of targeted customers.
Where the services are consumed:
Distribution strategies for service organisations must focus on issues of convenience, number of
outlets, direct versus indirect distribution, location.
PROMOTION:
Every action to create interest, generate sales or create brand loyalty.
Promotion for services:
Advertising
Branding
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
Product + Price + Place + Promotion. These are the four basic elements with which the American
accounting professor E. Jerome McCarthy defined the concept of marketing in 1960. These four variables,
known as "the 4 P's of marketing", have the ability to optimally explain how marketing works in an integral
and complete way, which connects with the concept of the marketing mix.
BSBMKG518 Plan and implement services marketing 11
Assessment
+
PEOPLE:
All human actors involved in the provision of services.
Influence buyers' perceptions
The actors are clients and staff.
From the person who answers the phone, as the delivery man, everyone are the face of the brand.
PHYSICAL EVIDENCE:
The environment in which services are delivered. Where customers and business interacts.
PROCESS:
The actual procedures and flow of activities, by which the service is delivered.
Assessor marking:
Comments:
1. Written Report
Develop a written report directed to a senior stakeholder in the organisation to address the
following:
Identify strategies for service marketing
Recommend strategies for service marketing
A template for the report is provided. The report must be between 500 and 1,200 words.
Submit the report in a separate attachment.
Professional presentation and editing of the document are expected.
Assessor marking:
Comments:
The assessment task is designed to assess your competency in the ability to:
1. Record service marketing objectives and purpose
2. Calculate costs of service marketing activities
3. Select methods to report and measure effectiveness of service marketing activities
4. Develop effective service level agreements
5. Assign responsibilities to team members for service marketing activities
6. Record strategy plan for marketing services
7. Assemble required resources to implement services marketing plan
8. Schedule work for each services marketing campaign element, according to lead times
required for different media, and marketing plan for services
Develop a services marketing plan for one of the services marketing strategies that you have
recommended in Task 2. The plan will be presented to senior management in the organisation. The
plan must address the following:
Objectives and purpose
Types of service marketing strategies and activities to be undertaken
Budget
Methods of measure effectiveness
Roles and responsibilities
Schedule work for each services marketing campaign element
A template for the plan is provided. The plan must be between 500 and 1,000 words.
Submit the plan in a separate attachment.
Professional presentation and editing of the document are expected.
Develop the service level agreement (SLA) listed in your services marketing plan (one of them, if
more than one is listed).
A template is provided, submit the SLA in a separate attachment.
The assessment task is designed to assess your competency in the ability to:
1. Present the services marketing plan to an audience of relevant stakeholders
2. Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and ethical
requirements
When completing the assessment task:
Read the assessment task and its instructions carefully
Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
Address the assessment task in your own words
Reference any source appropriately
Complete each section of the assessment task
Meet the requirements of each section (such as word counts)
Complete the assessment task within the set timeframe
If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor
The Assessor will evaluate:
Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
Meeting of specific requirements (such as word count)
Original work (not plagiarised)
Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
Quality of the assessment presentation and editing (for instance, if writing a report)
1 Presentation
1. Prepare a Power Point to support the presentation of your services marketing plan. The
Power Point presentation must be prepared as follows:
a) Min. 6 slides
b) Slides to address:
o Objectives and purpose of the plan
o Marketing strategies and activities to be undertaken
o Roles and responsibilities
o Key timelines
o Legal and ethical requirements
o Monitoring and control activities
o Q&A slide
2. Schedule a time with your trainer and assessor to present your services marketing plan
during class time. You will present the plan to an audience of relevant stakeholders
comprising of:
o Teams involved in the implementation of the plan
o Area managers
o Suppliers who have worked with the organisation for some time and who will be
involved in the implementation of the plan
4 or 5 of your classmates will play the role of the relevant stakeholders.
During the presentation you are required to seek feedback from the audience and answer
any question seeking clarification.
Please note that you are required to submit the PP presentation as an additional evidence of
your participation in the Role-Play.
This is an assessable task and your Trainer and Assessor will evaluate your performance during the
Role-Play.
The assessment task is designed to assess your competency in the ability to:
1. Implement services marketing activities according to marketing plan for services
2. Identify and use evaluation criteria and evaluation methods to determine effectiveness of
marketing, and make required modifications
3. Analyse success indictors of marketing campaign, and record performance according to
organisational reporting requirements
When completing the assessment task:
Read the assessment task and its instructions carefully
Use the learning material provided for the unit and undertake additional research on the
topics covered by the assessment task
Address the assessment task in your own words
Reference any source appropriately
Complete each section of the assessment task
Meet the requirements of each section (such as word counts)
Complete the assessment task within the set timeframe
If submitting additional attachment, name each attachment appropriately: Unit Code_
Attachment Name_ Your full name
Use the Case Study/Scenario provided unless otherwise agreed with the Trainer and
Assessor
The Assessor will evaluate:
Satisfactorily completion of all the sections of this assessment task according to the
instructions provided under each task
Meeting of specific requirements (such as word count)
Original work (not plagiarised)
Ability to address the assessment task through practical application of the knowledge and
skills acquired in this unit
Quality of the assessment presentation and editing (for instance, if writing a report)
1 Report Analysis
BSBMKG518 Plan and implement services marketing 19
Assessment
2. The reasons for not achieving the KPI is one or more of the following:
a) Lack of expertise of the key personnel responsible to implement the activity
b) Errors in the use of technology
c) The marketing message was ineffective
d) The allocated budget was insufficient due to wrong cost estimation
e) Lack of detailed marketing intelligence prevented the full implementation of the activity
f) One of your competitors has launched a similar marketing activity with better results
Indicate the reason/s why the KPI was not achieved:
3. All other KPIs were successfully achieved and one of them exceeded expectations. Indicate
what KPIs were achieved and which one exceeded expectation:
A template for the report is provided. The report should be of minimum 150 words.
Professional presentation and editing of the document are expected.
Unit Outcome
Assessment Overview
Task
1 Satisfactory Not Satisfactory
Overall Feedback:
Assessor Name
Assessor Signature*
Date
* Signature is not required if the outcome is provided via the Learning Management System.