Diploma of Social Media
Identify and evaluate marketing
Assessment Task 2 of 2
Objective: To provide an opportunity for you to analyse information on market and business needs for
For this activity, you are required to work on your own project to identify and evaluate a marketing
opportunity. This can be for your organisation or an idea of your own that applies to another organisation
or your chosen business industry.
You have two (2) options in choosing your project:
1. Choose an on -trend product in your relevant industry, which your company does not yet market.
You will assume you have done market research and this has shown that there is a definite market for
2. Use the case study provided in slide #7.
You will document all sections in the attached Marketing documentation template. Remember to
complete sections on:
You will submit this document in Part C. There are 3 parts to this activity.
Depending on which product/service you have chosen to market, research and report on all the laws
which are relevant to the marketing of the product. Detail each law and describe what the relevance to
the marketing of the product is.
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Describe the structure of your company and what your existing product range consists of.
Include a description of how you think the new product will be a natural fit with your existing inventory.
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In this section, you are asked to supply the following:
Your financial and marketing plan
Your calculation of financial viability of the new marketing strategy
Your estimated return on your investment
Your forecasting techniques
Establishing and following a timeline for completing your project
Reading and analysing research information on the market and the organisation/business industry
Identifying the need for marketing and what the opportunity may bring (the objective and goal)
Compiling one or more data examples about the market (such as customer profiles, market performance, or
Evaluating opportunities and using an innovative approach to explore ideas
Deciding on an opportunity that can bring improvement through reasoned and critical thinking
Identifying resources and producing a basic/estimated calculation of costs.
Timelines are really important and it is suggested you use a Gantt chart for this.
Your work will be evidenced in writing. This should include your research, evaluations, and findings. The idea must be
explained and include the practical requirements for implementing this (resources, timelines, and activities). You may
use the Marketing documentation template provided. Feel free to add any documents that you used but not
included. No word count is provided; your documentation just needs to accurately show what you have found and
produced. All written work must be logically ordered and neatly presented. You must check your work before it is
submitted to make sure spelling, grammar, and meaning are accurate. You may upload your documents to the LMS.
Upon completion of the documentation containing your research etc., prepare a video presentation in which you will
then inform your assessor of your findings and how you came to them. See the video submission guidelines in the
Case Study A – Meeting organisational fit
A financial organisation wants to promote its life insurance products to a new market. They
want to raise awareness of its products to a younger market (people under the age of
twenty-nine). The organisation is a small but reputable provider of such products; it has been a
business for fifty years.
The organisation wants to attract new customers to inform and provide insurance products
that are appropriate. It does not want to misinform, persuade, or sell if this is not required. It
wants to start building relationships, so potential customers from this market will refer to
them when they do want a life insurance product.
Although the organisation is relatively small, it has a stable and sustainable client base that
keeps it operating with a healthy profit. As with many organisations, it uses digital technologies
to reach its customers and has previously used a mix of traditional and digital marketing
Objective: To provide you with an opportunity to show you have the required knowledge for this unit.
The answers to the following questions will enable you to demonstrate your knowledge of:
Key provisions of relevant legislation, codes of practice and national standards affecting marketing
How to calculate the financial viability of marketing opportunities
Return on investment
Financial and marketing data
Organisational structure, products and services
Principles of marketing and marketing mix
Statistical methods and techniques to evaluate marketing opportunities, including forecasting
Answer each question in as much detail as possible.
How does Australian Consumer Law impact marketing activities? (Identify three
What is the main purpose of the Spam Act 2003?
What is a marketing code of practice based upon?
Identify three standards that will apply to marketing activities.
How is the financial viability of a marketing opportunity calculated?
What is return on investment and how is this calculated?
What is the value of financial and marketing data and how is this used in
How can organisational structure impact marketing opportunities?
Identify two considerations that will need to be made when marketing products
What are the four basic principles of marketing?
Why are these principles also known as the marketing mix?
What is descriptive statistical analysis?
Identify two ways you can find the average in your data.
What are the two ways to perform data forecasting?
Objective: To provide you with an opportunity to demonstrate the required performance elements for
This activity will enable you to demonstrate the following performance evidence:
Identify and evaluate at least three marketing opportunities.
In the course of the above, the candidate must:
Comply with organisational policies and procedures
Communicate and document potential of identified marketing opportunity to relevant
Answer the activity in as much detail as possible.
A suitable work environment with equipment and access to other persons
Legislation, regulations, standards, and codes for marketing (as relevant to the workplace)
Workplace marketing documentation and resources.
Using the case study in slide 26, you must identify and evaluate three marketing opportunities for the
organisation. Check with trainer if more information is needed.
To do this you must:
Gather and analyse information on the market and the organisation’s business needs for marketing
(perform a market analysis, including market size and the target market)
Identify any potential new markets that may be relevant to marketing opportunities
Identify and analyse the organisation’s competitors to determine how they may impact the organisation
Use innovative approaches to develop marketing opportunities
Identify and assess marketing opportunities to ensure they fit with the organisation and its goals and
Check that marketing opportunities are viable for the organisation
Determine the potential return on investment of marketing opportunities
Choose three marketing opportunities as a result of the viability analysis, the potential return on
investment, and business competition
Speak with stakeholders to obtain their feedback on current operations and the marketing opportunities
(as relevant to the situation)
Assess and incorporate stakeholder feedback to increase the viability of your marketing opportunities
Review current work operations and document any required changes according to organisational
Identify resources that are required for your marketing opportunities.
Continued on next slide…
You must create a report document that outlines what you have done and found. It should include your
analysis and explain your chosen marketing opportunities and the reasons for these. You should document
the viability of your chosen opportunities along with their potential and possible return on investment.
No word count is provided, it just needs to explain what you have done and found. You should use clear
and concise language, and make sure the document is checked for spelling, grammar, meaning, and layout
(this should be formatted according to organisational requirements). Upload a copy of your report to the
LMS once you are done.
Finally, you must communicate your findings and the three opportunities to your stakeholders. You will
simulate it by submitting a video recording of you as if you are reporting to your stakeholders. See the
video submission guidelines below.
Case Study – Product promotion
A Sydney events company is looking to expand into business events. It has previously worked
just within the leisure and tourism industry but sees an opportunity to break into a commercial
In a team meeting, the marketing team leader explains there is a need to promote bespoke
business events packages, such as conferences, seminars, and networking events. Depending
on budgets and circumstances, businesses can have these events in different indoor and
The marketing team leader suggests the following ideas:
Create promotions on different types of business events and advertise them on the company’s
Create an email promotion to advertise and inform about business events, and send this to
clients and customers in the local area.