Assessment - Project
This assessment project is to be completed in addition to the learning and assessment activities you complete in class. The project is designed to assess performance outcomes, skills and knowledge required to plan and coordinate a range of marketing and promotional activities at an operational level.
PART 1
This part of the project requires you to apply your skills and knowledge to coordinate marketing activities. To do this part you need to read the case study on Black Beans Café that is provided in the Additional Information at the end of this assessment document.
Task 1
Research the organisation in the case study and complete the following tasks.
a) Plan at least two different marketing activities for Black Bean Café using the marketing information including plans, strategies and objectives. To do this, you need to analyse the following information for a short term planning. Prepare a one page report with result of your analysis and include the following:
- a. Relevant market information, legal, ethical and sustainability requirements
- b. Target markets and market medium
- c. Potential marketing opportunities available for the Café and their suitability
- d. Innovative marketing opportunities including use of technologies and media
b) Using the information gathered during the analysis and considering the previous marketing activities of the café, recommend at least two marketing activities for the café to promote its products and services that meet the needs of its target market. Develop an action plan (template provided under Appendix 1) to implement the two activities
Break each activity into a series of tasks to be completed. For each task mention the following:
- the relevant organisational policies and procedures, legal, ethical and sustainability requirements with which the café would need to comply
- resources required including, people, technologies and equipment required to implement the activities
- the budget required to complete the tasks
c) Create a checklist that can be used to evaluate the performance of the above marketing activities. Your checklist must cover the following areas
- a. consistency with overall marketing direction
- b. exposure achieved
- c. matching attendees to target market
- d. cost-effectiveness of financial and human resources
- e. completion within established timeframe
d) Identify at least four professional associations the Black Bean Café could join to build positive relationships with the industry. Include details such as the name of the association/organisation, membership requirements, fees and contact details.
e) Explain how the membership of the above organisations could support the marketing activities you have planned.
f) Use sources of information such as the professional organisations identified above, industry magazines, internet, government agencies and newspapers to list at least 4
industry events, professional development activities or networking summits that are planned for the next 6 months.
g) The management of the Black Bean Café has decided to put a display stand at one of the events/summits/PD sessions and requested you to prepare a leaflet to promote the business. Develop a leaflet to promote the business
PART 2
Use the information gathered in Part 1 and the Additional Information provided to help you complete the tasks.
Task 1
Prepare a written report of at least 800 words reviewing the effectiveness of your marketing activities. The report is to be presented to the Black Beans Café owners and manager. (Your assessor will act as the owners and manager in this case.)
The report must include:
- An executive summary
- A detailed description of the marketing activities undertaken, why they were chosen, how they were implemented, any issues identified while doing so, and samples of promotions
- Completed checklist (you prepared a checklist in Part 1 Task 1c) to identify the performance of the activities
- Marketing intelligence gathered to inform future planning
Because the report is to be presented to senior management, you need to make sure it is written well and typed and laid out in a professional way.
Attachment:- Case study and book.rar