Assessor Resource

AHCBUS505A
Develop a marketing plan

Assessment tool

Version 1.0
Issue Date: March 2024


This unit applies to those who develop marketing plans for any agricultural and horticultural products or related services.

This unit covers developing a marketing plan and defines the standard required to: identify the marketable features of the product and potential markets; develop a range of marketing alternatives; collect and analyse data to assess alternatives in a marketing plan; evaluate performance targets and recommend modifications or improvements; implement and evaluate a marketing plan; and plan to manage promotional activities.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Employability Skills

This unit contains employability skills.




Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

The evidence required to demonstrate competency in this unit must be relevant to workplace operations and satisfy holistically all of the requirements of the performance criteria and required skills and knowledge and include achievement of the following:

identify the marketable features of the product and potential markets

develop a range of marketing alternatives

collect and analyse data to assess alternatives in a marketing plan

evaluate performance targets and recommend modifications or improvements

implement and evaluate a marketing plan

plan to manage promotional activities.

Context of and specific resources for assessment

Competency requires the application of work practices under work conditions. Selection and use of resources for some worksites may differ due to the regional or enterprise circumstances.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

analyse, research information and develop a marketing plan

implement and evaluate a marketing plan

research and determine the best marketing options in order to achieve the organisations objectives

problem solve to overcome impediments

manage time

evaluate performance targets and recommend modifications or improvements

collect and analyse data to assess marketing alternatives

make presentations to groups

plan to manage promotional activities

manage budgets

use literacy skills to fulfil job roles as required by the organisation. The level of skill may range from reading and understanding documentation to completion of written reports

use oral communication skills/language competence to fulfil the job role as specified by the organisation including questioning, active listening, asking for clarification, negotiating solutions and responding to a range of views

use numeracy skills to estimate, calculate and record complex workplace measures

use interpersonal skills to work with others and relate to people from a range of cultural, social and religious backgrounds and with a range of physical and mental abilities.

Required knowledge

financial management and budgeting

rural organisations policies and procedures for marketing and promotions

sales and marketing principles and practices

sound knowledge of promotional activities including, trade shows, in-house promotions, advertising, public relations, familiarisations, signage and display

relevant State/Territory legislative requirements with regard to Occupational Health and Safety (OHS) and risk management procedures for management of promotional activities

legal issues that affect marketing activities (trade practices, Fair Trading Acts, Sales of Goods Acts)

industry and marketing knowledge including sales networks and distribution systems, and customer trends and preferences

demographic studies and their application in the development of a marketing plan.

The range statement relates to the unit of competency as a whole.

Purpose for marketing plan may include:

achieving or not achieving sales targets

increased access to new markets

customer/client feedback

level of public/purchaser awareness

increased recognition rates of products

market penetration.

Information may include:

sales data

expected revenues

expenditure

attributable costs

market share figures

trends in consumer purchases

demographic data

borrowing costs

transport costs

delivery times.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Relevant information is researched and analysed to identify market trends. 
Competing products are identified and evaluated to determine strengths and weaknesses of own products. 
Collated information is presented in a manner which provides clear and concise information. 
Market and situation analysis is conducted using established techniques in accordance with available budget and the need for external assistance. 
Promotional materials are created that enhance the product and commercial presentation. 
Priorities, responsibilities, timelines and budgets are recorded and communicated to appropriate colleagues. 
Detailed plans for promotional activities are prepared and recorded according to enterprise guidelines. 
Outlined in the promotional plan are objectives, level of exposure to be achieved and available markets. 
Strategies take account of feedback from operational staff, time management and scheduling issues, and resource constraints. 
Marketing objectives are established based on new and retained business consistent with product and operational business plans. 
Criteria are established to measure impact and success of promotional activities. 
Adjustments to the promotional strategy product distribution are made promptly to ensure consistency of promotion. 
Required distribution channels are defined and established. 
Product documentation is distributed on time in the specified quantities. 

Forms

Assessment Cover Sheet

AHCBUS505A - Develop a marketing plan
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

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Assessment Record Sheet

AHCBUS505A - Develop a marketing plan

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: