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Evidence Guide: BSBMKG519A - Plan and implement business-to-business marketing

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG519A - Plan and implement business-to-business marketing

What evidence can you provide to prove your understanding of each of the following citeria?

Identify and evaluate business-to-business marketing strategies

  1. Identify business-to-business markets in an industry context
  2. Research characteristics of business markets in an industry context
  3. Identify and analyse factors influencing business buyers in an industry context
  4. Analyse the business buying process and its implications in the industry context
  5. Research and analyse a range of business-to-business marketing strategies appropriate for an organisation
  6. Identify key personnel in the buying decision process in the organisation's business markets
Identify business-to-business markets in an industry context

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Research characteristics of business markets in an industry context

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and analyse factors influencing business buyers in an industry context

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse the business buying process and its implications in the industry context

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Research and analyse a range of business-to-business marketing strategies appropriate for an organisation

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify key personnel in the buying decision process in the organisation's business markets

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Select business-to-business marketing strategies

  1. Analyse trends for business markets and identify business-to-business marketing opportunities for the organisation
  2. Identify and analyse the success of the organisation's previous business-to-business marketing strategies
  3. Select most appropriate business-to-business marketing strategies and activities that fit with the organisation's strategic and marketing plans
Analyse trends for business markets and identify business-to-business marketing opportunities for the organisation

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and analyse the success of the organisation's previous business-to-business marketing strategies

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Select most appropriate business-to-business marketing strategies and activities that fit with the organisation's strategic and marketing plans

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Plan and develop business-to-business marketing activities

  1. Record business-to-business marketing objectives and purpose
  2. Calculate costs of business-to-business marketing activities with assistance of appropriate personnel
  3. Select methods to report and measure effectiveness of business-to-business marketing activities
  4. Assign responsibilities to team members for business-to-business marketing activities
  5. Record the business-to-business marketing plan and present to relevant stakeholders
  6. Assemble required resources to implement the business-to-business marketing plan
Record business-to-business marketing objectives and purpose

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Calculate costs of business-to-business marketing activities with assistance of appropriate personnel

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Select methods to report and measure effectiveness of business-to-business marketing activities

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assign responsibilities to team members for business-to-business marketing activities

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Record the business-to-business marketing plan and present to relevant stakeholders

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assemble required resources to implement the business-to-business marketing plan

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Implement and monitor business-to-business marketing plan

  1. Schedule work on each business-to-business marketing campaign element, according to lead times required and marketing plan
  2. Brief staff and suppliers on their budgets, time lines, roles and responsibilities, and legal and ethical requirements
  3. Plan implementation of business-to-business marketing activities according to marketing plan
  4. Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan
  5. Analyse success indictors of business-to-business marketing plan and record performance according to organisational reporting requirements
Schedule work on each business-to-business marketing campaign element, according to lead times required and marketing plan

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Brief staff and suppliers on their budgets, time lines, roles and responsibilities, and legal and ethical requirements

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Plan implementation of business-to-business marketing activities according to marketing plan

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse success indictors of business-to-business marketing plan and record performance according to organisational reporting requirements

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Evidence of the following is essential:

development of a business-to-business marketing plan providing information on the:

objectives of the business-to-business marketing strategy

business-to-business marketing strategies and activities to be undertaken

budget

methods of measuring effectiveness

responsibilities

implementation of a business-to-business marketing plan.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

office equipment and resources

relevant organisational documentation.

Method of assessment

The following assessment methodsare appropriate for this unit:

analysis of responses to case studies and scenarios

review of a portfolio of evidence documenting research, planning and implementation of a business-to-business marketing strategy

oral or written questioning around aspects of business-to-business marketing

observation of presentation of reports to relevant personnel

assessment of reports.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Required Skills and Knowledge

Required skills

creativity and innovation skills to identify new business-to-business marketing opportunities

learning and analytical skills to:

evaluate effectiveness of business-to-business marketing

use this learning to contribute to operational outcomes

literacy skills to produce reports with complex concepts and ideas

numeracy skills to set marketing budgets

research skills to research trends, customer requirements, and appropriate strategies for business-to-business marketing

teamwork skills to involve relevant personnel in business-to-business marketing

Required knowledge

business buying processes

characteristics of business markets compared to consumer markets

factors influencing business buyers

range of strategies for business-to-business marketing

trends in business-to-business marketing

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Business-to-business markets may include:

government markets

industrial markets

institutional and not-for-profit markets

retail and wholesale markets

service markets.

Characteristics of business markets may include:

market structure and demand, such as:

close supplier-customer relationships

derived demand from the demand for consumer products and services

fewer buyers than in consumer markets

fluctuating demand

geographically concentrated buyers

inelastic demand

larger buyers than in consumer markets

nature of buying unit, such as:

professional purchasing and procurement officers

several buying influences, e.g. buying committees

types of decisions and the decision process, such as:

buying process more formalised

complex decisions

more direct purchasing

some leasing rather than buying.

Factors influencing business buyers may include:

environmental factors

organisational factors

interpersonal factors of people involved in the decision

individual factors of people involved in the decision

type of buying situation.

Business buying process may include:

general need description

information and supplier search

order-routine specification

post-purchase performance review

problem recognition

product specification

proposal solicitation

supplier selection.

Business-to-business marketing strategies may include:

cultivating long-term customers through such things as:

assigning highly trained sales people to key accounts

loyalty programs

personal selling

relationships management

development of long-term partnering arrangements

engaging in marketing efforts to encourage the sale of the business buyers' products

introducing innovative products and services that add value

monitoring the performance of sales channels and partnerships and focusing on most profitable channels

responding to requests for proposals (RFPs)

targeting brand messages to both buyers and influencers

using new technologies for e-business.

Key personnel in the buying decision process may include:

finance manager

people who will use the product or service

personnel with formal authority to select the suppliers and arrange terms of purchase

personnel with power to approve final suppliers

technical personnel.

Appropriate personnel may include:

accountant

finance manager.

Evaluation methods may include:

customer focus groups

lost customer research

post-transaction surveys

relationship surveys

review of customer complaints.