Certificate IV in Business Business Administration

Transcription

1 Theory Assessment BSBMKG413A Certificate IV in Business Business Administration INSTRUCTOR: INSTRUCTOR S National Code: Unit of Competence: DR. NGHIA TRONG NGUYEN nghiaphd@gmail.com (DBA12 A1 Class) nghiadba@gmail.com (DBA12 A2 Class) BSBMKG413A Promote Products and Services INT10S1V15 STUDENT S NAME: CLASS: DBA 12 STUDENT ID: SCHOOL: HO CHI MINH CITY UNIVERSITY OF INDUSTRY Competency Field: Employability skills: INT09S1V14-03

2 Instructions This is an open book assessment. Answer all the questions, using your own words, do not copy text from your resources. Only one resubmission is permitted and if this is necessary your lecturer will contact you and arrange a suitable time/date. 1. Explain what is meant by the term promotion. 2. What are the 3 steps of a Promotional strategy? Please explain each step. 2

3 3. The marketing mix is made up of the 4Ps. What are the 4Ps? Please explain each. 4. What do you need to establish when setting the budget for your promotion? 3

4 5. There are many different forms of promotion please provide details of 5 of these forms and an example for each one mentioned? 6. Why is it important to consider your promotion strategy s scheduling and timing? 4

5 ASSIGNMENT 1 VIRTUAL BUSINESS You are starting up a small business. You can decide on which type of business and products and/or services that your business deals in. You will be using this business to plan, co-ordinate and review promotional activities. You will be creating a promotional plan for this business in future weeks but before you can start doing this you need to: 1. State the name and type of business 2. State the type of products/services that your organisation offers. From the customer point of view: a. What benefits are you offering your customers? b. What are all the features of your products/services and which ones will be most valued by customers? 3. State your target market. Identify factors that will impact on your business. Aspects to consider: a. Where is your main market located? b. What are its characteristics? Eg gender, aspirations, ability to pay. 4. Create a list of opening promotional activities that may be used for your business. 5. List any product considerations that you may have to take into consideration 6. Budget considerations state method of budget that you are going to use for your promotional activities. ASSIGNMENT 1A ADVERTISING PORTFOLIO Create an advertising portfolio by collecting samples of advertisements, media releases that you find interesting. Include good examples as well as poor examples. You will need these for a later session. 5

6 ASSIGNMENT 2 Using the work that you completed in Assignment 1 your virtual business: 1. State what your overall business goals are eg to build a clientele, achieve $2000 in sales for each month, get your business established 2. Give details of your products and services go into more detail than what you have already submitted in assignment 1 eg refund policies, guarantees etc 3. Create a Service Charter for your business. You can search the internet and adopt one from a well known organisation that carries out the same type of business as yours. When using resources from the web ensure that you reference any work. 4. Identify your customers and state what tone/style/logo you will be using in future promotions and how this will appeal to your target customers. 5. Set promotional goals for your business for the first six months. What specific targets you aim to meet over what time frame, eg market share, revenue, customer numbers. 6. Identify your promotional mix to achieve your promotional objectives. 7. Prepare a marketing plan. 8. Identify expected outcomes of the promotion to ensure that your business is ready for response from your promotions. ASSIGNMENT 2A Give comprehensive answers for the following: 1. Why is it important that your organisation has a customer service charter? 2. Why do customers buy from you rather than from someone else? This should include factors such as price, customer service, novelty value etc. 6

7 ASSIGNMENT 3 - ADVERTISING Using the work that you completed in Assignment 1 your virtual business: 1. Using the collection of various types of advertisements, print media that you collected for Assignment 1. Choose at least 5 and make comments on each. The type of advertisement, how it made you feel did it encourage you to try the products/services. Did you think it was good/poor? Why? 2. Using the business that you created for Assignment 1 Your virtual business. Produce the following: 1. Draft Billboard or magazine advertisement 2. Draft Press Release for your business opening 3. One more method of print media, ie brochure, flyer. 4. State where you will be using your media, what you hope to achieve and the cost Before you submit your work check - Do your advertisements: Focus on how the product will benefit the customer State why they need it Create desire/grab attention Comply with legislation as outlined in the resources regarding Misleading Advertising & Advertising in Newspapers? 7

8 ASSIGNMENT 4 - Scenario: There is to be a seller s expo organised by the Adelaide City Council at the Wayville Show Ground next month, and you have been invited to promote your goods/services. There will be lots of buyers there from reputable organisations and you know that, if you do this correctly, it can lead to big sales and gaining a good reputation in the market place. You can cut costs by sharing a booth with one of your friends whose business is compatible with yours. Or you can do this individually if you wish:- 1. Establish and set your promotional objective for the expo. These must be clear, concise, specific, achievable and measurable 2. State the target audience 3. State what activities you are going to set to achieve the objectives 4. Create action plans by Estimate tasks and create a project schedule, assigning roles and responsibilities 5. Identify the resources you need to implement the objectives 6. Prepare an outline of how your booth will be set up 7. Estimate a budget ASSIGNMENT 5 Your will be required to put together draft promotional material that will be used at the seller s expo. You can use some of the material that you have already completed for assignment 3. ASSIGNMENT 6 1. Identify expected outcomes and list the resources that need to be prepared as a result of your time at the expo 2. State how you aim to maintain customer contact 3. State strategies you will use to gain feedback from customers from the expo. 4. Prepare a report analyzing your our promotion showing how you can evaluate the effectiveness of your promotional planning processes. Why is it important to evaluate this? 8

9 ASSIGNMENT 7 Consider how promotional activities are reviewed and reported upon in any successful business. State how you would: 1. Identify an appropriate approach for measuring the success of you business promotion 2. Review the promotion costs and timelines 3. Review feedback from the expo. How would you use this feedback? 4. If you were to do the expo again, identify what you felt went well, what you could have done better and any recommendations for future promotions. 9

10 BSBMKG413A Promote Products and Services Class activities to be submitted STUDENT NAME :.. List of activities to be completed for successful completion of unit to be handed in complete portfolio format (with resubmissions from marked work) in the last session ACTIVITIES Resubmit Pass 1. Theory 2. Promotional Plan - Assignment 1 3. Budget - Assignment 2 4. Media Releases - Assignment 3 5. Draft Advertisement & promotional material - Assignments 4, 5, 6 6. Review & report - Assignment 7 10

11 HƯỚNG DẪN NỘP BÀI Nộp bài môn Marketing BSBMKG413A gồm hai phần: Theory Assessment và Assignment bằng cả 3 cách: Giấy in đóng bìa, đĩa CD và gửi o nghiaphd@gmail.com như hướng dẫn cho lớp DBA 12A1. o nghiadba@gmail.com như hướng dẫn cho lớp DBA 12 A2. Tham khảo Website: Lưu ý trên điã CD đặt FOLDER là tên sinh viên và lớp, tên FILE là tên sinh viên, lớp và mã môn học. Ví dụ: FOLDER: TranVanSinhVien_12A X, Tên FILE: TranVanSinhVien_12A X_MKG413A.doc Sử dụng MS Word, font chữ: Arial, cỡ chữ: 12, canh lề trái (Left Alignment), chừa lề trái 1,5 inches, lề phải 1inch, lề trên 1 inch, lề dưới 1 inch, Header and Footer 0,5 inch. Trong Header có ghi tên sinh viên, lớp, mã môn học kèm tên môn học, ngày tháng năm nộp bài. Bài làm phải có trang bìa (cover sheet), có cước chú tài liệu sử dụng ỏ phần Footnote, có trang tài liệu tham khảo tổng hợp ở cuối bài làm theo hệ thống tham khảo tài liệu của Harvard (Havard Referencing System). Hạn chót nộp bài: 13h00 21/11/2011 tại phòng C.3.05 cho lớp DBA12 A1. 13h00 23/11/2011 tại phòng C.2.01 cho lớp DBA 12A2. Không giải quyết cho bất cứ trường hợp nào sinh viên nộp trễ. Đây là qui định bắt buộc của Khoa Quốc Tế. Thầy Tiến Sĩ Nguyễn Trọng Nghĩa Trưởng Bộ Môn Quản Trị Kinh Doanh Phó Trưởng Khoa Khoa Quốc Tế Trường Đại Học Công Nghiệp TP.HCM 11