AISL Pty Ltd T/A Rosehill College

                                                                      RTO No: 41257 | CRICOS Code: 03622A

Student Guide

BSBMKG413 Promote products and services

BSBMKG413 Promote products and services Student Guide

Table of Contents

Table of Contents 2
Overview 3
Learning outcomes 6
Topic 1: Plan promotional activities 7
Topic 2: Coordinate promotional activities 17
Topic 3: Review and report on promotional activities 22
Review and Assessment 26

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BSBMKG413 Promote products and services Student Guide

Overview
Introduction
 The Student Guide should be used in conjunction with the recommended reading and any further
course notes or activities given by the trainer/assessor.

Topics Content
Topic 1: Plan promotional activities  Identify & assess promotional activities
 Plan and schedule promotional activities
 Promotional Objectives
 Create budget and action plan

Topic 2: Coordinate promotional activities  Consulting stakeholders

 Sourcing resources
 Networks and relationships

Topic 3: Review and report on promotional  Collect and assess data

activities  Analyse cost and benefits
 Improvement Opportunities

Unit review and Assessment Tasks

Recommended text
The following text is recommended for this unit:
Pride, Ferrell, Lukas, Schembri, Niininen, Casidy, Marketing Principles 3rd Asia-Pacific Ed 2018

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BSBMKG413 Promote products and services Student Guide

Content
The Student Guide includes:
 Topics for the unit
 Activities
 Links to websites containing relevant information
 (if the links are broken, copy and paste into a web browser).

Activities:
The trainer/assessor will provide a simulated work environment therefore, the activities provided in the
Student Guide:
 Reflect real life work tasks.
 Are performed to industry safety requirements as relevant.
 Use authentic workplace documentation.
 Require you to work with others as part of a team.
 Require you to plan and prioritise competing work tasks.
 Involve the use of standard, workplace equipment such as computers and software.
 Take into consideration workplace constraints such as time and budgets.
 Activities will either be self-directed or carried out as part of group or team work.
 Read through the activity carefully and ask the trainer/assessor for guidance if required.
 Time will be allocated for completing the activity, along with class discussion and feedback.
 Some activities may require you to submit work to the trainer/assessor for feedback. Where this is
the case, it will be indicated at the bottom of the activity.

Video clips:
 If presented in class, take part in any class discussions, providing feedback and contributing to
debate and arguments.
 If directed to watch the video in self-study, or independently in class, then take notes so that
contributions to any future class discussions can be made.

Roleplays:
The trainer/assessor will direct class roleplays.
When undertaking these activities ensure that you understand the purpose of the roleplay and take part as
if you are in a professional situation to provide your fellow classmates with a true-to-life experience.
Roleplays rely on your ability to act in a manner which imitates real life situations and can provide you with
depth of understanding and practical skills.

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Homework/Self-study
At the end of each session the trainer/assessor will direct you to complete any activities, questions or
reading from the day’s session as homework.
Further to this, time should be spent in self-study reading topic notes, independent research, completing
project work or watching webinars/video clips that relate to an area being covered.
Any work that you submit should be:
 Professionally typed and presented, using headings, consistent style and layout.
 Your own work and not copy and pasted information from the internet.
 If you are using information researched, reference and source the material or link.
 Submit your work to the trainer/assessor within the timeframe allocated.

Folder management and naming documents

As a guide, keep all work for this unit in a folder that has the unit code as its name, along with the name of
the student. Any activities and assessment tasks should then be saved to this folder.
Save documents logically within the folder structure, include:
 Unit code
 Task number
 Task name
 Your last name (optional)
 The date or version number (optional)

Back up
Always have a backup of work on a different device. If the college has a student network drive this would
be the safest option, however, a backup to a USB or removable hard drive should also be undertaken. If
using a USB to save files, then ensure a backup is kept on a laptop or home computer.

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BSBMKG413 Promote products and services Student Guide

Learning outcomes

By the end of this unit, students will be able to have the skills and knowledge required to coordinate and
review the promotion of an organisation’s products and services.

Outcomes include:
 Planning promotional activities
 Coordinating promotional activities
 Reviewing and reporting on promotional activities

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Topic 1: Plan promotional activities

Marketing is the process of planning and executing sale of business ideas, services and goods. The basis
marketing tactics consists of the 7Ps.
 Product
 Price
 Promotion
 Place
 People
 Process
 Physical evidence

This unit is focused on promotion: promotion of goods and services.

In this topic, we will look at how to:

 Identify and assess promotional activities to ensure compatibility with organisational requirements.
 Plan and schedule promotional activities according to the marketing needs of the organisation.
 Determine overall promotional objectives in consultation with designated individuals and groups.
 Ensure that timelines and costs for promotion of activities are realistic and consistent with budgeted
resources.
 Develop action plans to provide details of products and services being promoted.

Identify & assess promotional activities

Plan & Schedule Promotional activities

Promotional Objectives

Budget and Action Plan

Identify & assess promotional activities

Identify promotional activities

Product and service promotion is the most common form of marketing. Promotion refers to raising
customer awareness on products or brands in order to create sales and brand loyalty. Promotional
activities can include:
 Advertising
 Personal selling or telemarketing
 Publicity
 Sales promotion

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 Direct marketing
 Online marketing
(Source: https://www.business.qld.gov.au/business/running/marketing/marketing-basics/choose-promotional-activities)

Choosing the right type of marketing or promotional activity can be challenging. This can be made easier
by:
 Checking with management what type of promotion has worked best for the company in the past.
 Checking with management what they think will work best going forward.
 Choosing the right type of promotional activities that will make your goods and services stand out!

Activity: Video

Watch the following videos:

The Marketing Mix - Marketing Promotion https://www.youtube.com/watch?v=ZBKWqdAS7nA (2 mins
26 secs)
Social Media Advertising https://www.youtube.com/watch?v=HC-tgFdIcB0 (1min 54 secs)

The trainer/assessor will facilitate a class discussion about the outcomes from the video.

Activity: Group Activity

Define the following promotional activities and provide at least three examples for each type of promotion
and their advantages and disadvantages. Reflect on what promotional activities your organisation uses
and why? (If you don’t have a workplace then base this on the college you are attending.)
Discuss which is the most effective promotional activity and why? You trainer will facilitate a class
discussion.

Promotional activity & Examples Advantages Disadvantages

definition

Advertising

Personal selling or
telemarketing

Publicity

Sales promotion

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Direct marketing

Online marketing

Match promotional activities to organisation needs

Promotional activities must match the needs of the organisational requirements. Prior to selecting
promotional activities, you must consider the following organisational situation.

 The remaining Ps of marketing tactics the organisation is offering:

o Product
o Price
o Place
o People
o Process
o Physical evidence

 Organisations also have policies, procedures, practices and values. The chosen promotional activity
must align with the organisation’s values, policies, procedures, practices and values. The management
of your business can provide guidance on your business’s marketing principles and practices. These
will include but are not limited to:
o Business goals, objectives, procedures and standards
o Business’s marketing principles, objectives, procedures and standards
o Marketing policy, systems, processes and legal requirements
o Availability of marketing resources
o Confidentiality and security requirements

Activity: Group Work

Your trainer will divide you into equal groups. Ensure each member contributes to the discussion.
 Define the remaining 6 Ps of marketing:
o Product
o Price
o Place
o People
o Process
o Physical evidence

 Give examples of the following and how they can impact on promotional activities:
o Business values
o Business practices
o Business general standards
o Business objectives
o Business ethical standards
o Marketing resources
o Marketing policies

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BSBMKG413 Promote products and services Student Guide

o Business policies
Discuss your learning in class. You trainer will facilitate a class discussion

Take notes for future reference.

Plan and schedule promotional activities

Target market
Planning a promotional activity requires an understanding of your company’s target market. The target
market is your potential customers or clients who you want to sell goods and services to. These potential
customers will be your target audience on who you will be directing your promotional activity/activities. The
main reasons for defining target market are to plan:
 Where the target audience can be reached
 Which promotional or marketing channel is cost effective
 Which media will be used
 How to influence target customers buying decisions or habits
 How the promotion will motivate your potential customers to buy your business’s goods and services

Promotion schedule
Promoting goods and services entails coordination of many activities. It can also take several months of
planning before the products are actually officially promoted. Similar, there many activities during and after
the promotion period that will need coordinating to ensure effective campaign management. Therefore
putting together a promotion schedule or timetable can provide more clarity and make campaigns more
manageable.

Activity: Reading

Read the following article: The Promotional Timetable

https://www.greatideasforteachingmarketing.com/the-promotional-timetable/
Discuss the outcomes of your learnings in class.

The trainer/assessor will facilitate a class discussion.

Legal obligations
When planning and scheduling promotional activities, you will also need to understand a business’s legal
obligation or requirements when marketing a product or service. Your manager or supervisor can help you
identify the legal requirements relevant to your business or the industry your business operates in. Some of
the legal obligations under the Australian consumer laws on the following can be found on the website links
provided below:
 Advertising & promoting your business
https://www.accc.gov.au/business/advertising-promoting-your-business
 Advertising for business
https://www.business.gov.au/Marketing/Marketing-and-advertising/Advertising-for-business/#legal-
obligations-when-advertising
 Competitions
https://ablis.business.gov.au/
 Direct marketing
https://www.donotcall.gov.au/
 Intellectual property

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https://www.business.gov.au/Planning/Intellectual-Property/Intellectual-Property-explained
 Trade mark laws
https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks
 International pricing regulations
https://www.austrade.gov.au/Australian/Export/Guide-to-exporting/Export-pricing
http://www.austrade.gov.au/Export/About-Exporting/Legal-issues
https://www.ipaustralia.gov.au/trade-marks/managing-your-trade-mark/international-trade-
marks/getting-an-international-trade-mark

 European Union (EU) General Data Protection Regulation (GDPR)

https://www.oaic.gov.au/agencies-and-organisations/business-resources/privacy-business-resource-
21-australian-businesses-and-the-eu-general-data-protection-regulation

(Source: https://www.business.qld.gov.au/business/running/marketing)

Activity: Research and Report

Research the following and write a report: Plan promotion and schedule activities
Part A
To effectively promote your goods and services, you must understand your target market. This involves
market research.
 Define the process involved in target market research:
o Research your market
o Segment your market
o Define your market or customers
You may use the following website or any other website for your research.
https://www.business.gov.au/marketing/marketing-and-advertising/how-to-identify-your-target-market

Part B
Bunnings, Target and Harvey Norman are some popular Australian businesses. Access their latest
promotional catalogue and complete your report.
 Compare and contract each business and their use of promotional activities for the following:
o Why are these companies advertising?
o What are these companies advertising?
o Who are their target audience?
o Where are the audience based?
o Which channels have been used to promote business products?
o Do you think the promotions influence the buyers’ behaviour? Support your answer with
reasons.

Your report should be 2 to 3 pages, and be written in clear and concise English.

Submit your report in a professionally written and structured report to your trainer/assessor for feedback.

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Promotional Objectives
Your promotional plans must match that of the business place. This can be done by consulting with
designated individuals and groups. The designated groups or individual may include:
 Marketing manager or coordinator
 Sales and marketing team
 Management team
 Human resources, finance team, IT team
 Other team manager: logistics, customer services and administration, production, etc.

Types of promotional objectives

 Brand recognition
 Brand awareness
 Demand generation
 Market penetration
 Brand Image
 Reputation
 Sales leads
Source: https://simplicable.com/new/promotional-objectives

Marketing or promotional objectives

A promotional objective has the following:
 Target customers it will attract
 How its promotion will increase sales
 Aim to have return customers
 Create awareness on business brand, products and or services
Source: https://www.quora.com/What-are-some-examples-of-promotional-objectives

Activity: Video

Watch the video: How to Set Your Business Marketing Objectives https://www.youtube.com/watch?
v=lQOE3YjWnUY (7 mins 37 sec)

Take note on key learnings for future reference.

The trainer/assessor will facilitate a class discussion about the outcomes from the video.

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Activity: Research and Report

Research the following and write a report: Develop marketing objective

Part A
Explain what an organisation’s marketing objectives are and how they support the overall business
objectives. Your research must include findings on:
 Importance of marketing objective
 S.M.A.R.T objectives
 Aligning marketing and organisation objectives
 Explain how common promotional activities could be used to support the marketing objectives with
reference to:
o advertising
o client functions
o employee functions
o media announcements
o product launches
o web pages

Part B
Nike and Adidas are two of many leading brands in the sporting goods industry. Access the two
company’s clothing websites.
 Analyse the two brands and write a report including:
o What is their business mission/goals and or objectives?
o What is their marketing mission/goals and or objectives?
o How are their business and marketing mission and or objectives connected?
o Identify any current promotional activities for their clothing line.

Pact C
 Decide on the probable marketing objective for sporting clothing line called “Gymbo”. Your report
must include:
o S.M.A.R.T rule to build a marketing objective.
o State the marketing objective.
o What promotional activities will support the marketing objective?
o Develop a hypothetical schedule for your promotional activities.

Your report should be 2 to 3 pages, and be written in clear and concise English.

Submit your report in a professionally written and structured report to your trainer/assessor for feedback.

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Create a budget and action plan

A promotional budget is an estimated cost that will be needed to promote the business’s good and
services.
An action plan outlines details of activities or actions that need to be completed in order to achieve the
overall marketing goal.

Marketing budget
This includes costs of all activities in the promotion of a product or products. Some elements of the
marketing budget are:
 Costs of advertising
 Website development
 Marketing staff expenses
 Office space
 Utilities
 Printing costs
 Travel costs
 Hire of celebrities
 Hire of venues, etc.
 Shows returns on investment
 Estimated sales increase

Steps in creating marketing budget

A marketing budget is a tool that can be used to estimate the costs of marketing. This is then used as a
guide to check how the actual costs of the marketing or promotional campaign is travelling against the
estimated.

Activity: Video

Watch video: How-To Correctly Allocate Your Marketing Budget https://www.youtube.com/watch?

v=pIEwrczJLck (4mins 29 sec)

The trainer/assessor will facilitate a class discussion about the outcomes from the video.

Activity: Reading

Read the following articles

 How to create a budget: https://www.business.gov.au/Finance/Accounting/How-to-create-a-budget
 How to Set a Marketing Budget for Your Small Business:
https://www.outboundengine.com/blog/how-to-set-a-marketing-budget/
Discuss the steps in building a promotion budget in class.

Take note on key learnings for future reference.

The trainer/assessor will facilitate a class discussion.

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Activity: Research

Part D
Scenario
Gymbo, the sporting clothing line is planning on introducing swim race suits to Australians.
 Work out a simple budget for your promotional activities. Use your imagination to create a budget as
you would at a workplace. Keep your budget as succinct as possible.
Your trainer will provide guidance on building a budget.

Keep the information from this work. You will be using this in your next activity.

Action plan
A marketing action plan does not have to be complicated. It can be kept simple by stating the marketing
objective and answering the questions beginning with what, how, who and when.

Tips on developing marketing action plan

 Include stakeholders’ names on “who” part of action plan to transfer accountability.
 Break down long- and short-term timeframes on the “when” part of the action plan into weeks, months
or year.
 Includes matrices to assess, measure and display progress of activities.

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Activity: Report – Part E

Scenario: Gymbo, the sporting clothing line is planning on introducing swim race suits to the Australian.
Its major competition is Speedo and Funkita. Your Marketing Manager has tasked you to put together an
initial action plan for promotional activities.
 Complete the action plan below. Keep the information on the action plan as succinct as possible.
 Ensure your action plan is sequential or scheduled in order of activities.
 Email to you trainer. Your trainer will provide feedback on your work.

Marketing Action Plan for Gymbo PTY LTD

Promotion Goal: ……………………………………………………………………………………………………..

…………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………....

Marketing Budget (estimated)

……………………………………………………………………………………………………………

Prepared by: …………………………………………………………………………………………………………

Promotional Objective What How Who When Matrix

Activities (measure
Long Term Short Term progress)

Advertising

Client function

Employee
function

Media
announcemen
t

Product
launch

Web pages

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BSBMKG413 Promote products and services Student Guide

Topic 2: Coordinate promotional activities

In this topic, we will discuss how to liaise with stakeholders to coordinate promotional activities. This
involves:
 allocation of personnel, roles and responsibilities
 sourcing other resources and promotional products as appropriate
 use of networks and relationships
We will look at these in the following:

Consulting stakeholders

Sourcing resources

Using networks and relationships

Consulting Stakeholders
In marketing, your stakeholders can vary in roles and responsibilities. Therefore, it will be necessary to
understand how the stakeholders in and outside of your marketing department can support your
promotional activities.

Marketing personnel roles & responsibilities

Marketing roles vary from business to business. The responsibilities of the roles vary according to the level
of the job description and/or at where the role level fits in the organisation chart. The responsibilities of
roles can be further dissected into tactical, operational, managerial, leadership and even at board of
directors’ levels. Some examples of marketing roles are:
 Marketing coordinator and or manager
 Product manager
 Graphic designer
 SEO & social media marketing coordinator or manager
 Public relations manager
 Office based marketing officer
 Sales and marketing Officer
 Sales manager
 Strategic manager
 National or global marketing advisor or manager
 Marketing department manager or team leader

Non-Marketing personnel roles & responsibilities

These roles may not sit in the marketing department but they support marketing and promotional activities.
They help either directly or indirectly assist with coordination of resources for promotional campaigns.
These roles include but are not limited to:
 Finance officer or manager
 Human resources manager/coordinator/advisor
 Procurement officer or manager
 Production team leader or manager
 Logistic department manager or team leader
 Occupational health and safety officer/manager

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As discussed, these roles vary and business organisations may have different names for the roles even if
they perform the same tasks.

External stakeholders
These are stakeholders who can influence your promotional activities. It is important to factor in external
stakeholders, their expectations and how they perceive and respond to your promotional activities.
 Venders – suppliers of goods and services to your business. These can also be marketing consultants
or agencies.
 General public – customers, activists, community, etc.
 Government – legislations and rules
 Other relevant institutes – stipulate industry standards such as marketing associations.
The following activity will assist with understanding the responsibilities of marketing, non-marketing and
external stakeholders’ roles in depth.

Activity: Reading and discussion

 Read the following articles/ blogs/websites and provide the answers for the questions below.

o What are some common skills and responsibilities of marketing personnel?

https://blog.hubspot.com/marketing/marketing-job-descriptions

o What are the responsibilities of the following roles: Marketing Director, Marketing
Research Analyst and Marketing Communication Manager?
https://work.chron.com/list-job-titles-marketing-positions-26210.html

o What are some necessary skills and qualifications for marketing careers?
https://www.careercast.com/career-news/myth-marketing-careers

o What are some expectations of external stakeholders?

https://smallbusiness.chron.com/external-stakeholders-company-64041.html

Discuss your answers in class. Your trainer will facilitate a class discussion.

Sourcing resources
Promotional resources can include material items, funding, technology, facilities and personnel (skills,
knowledge and experience).
 Material items e.g. billboards, flyers, coupons, samples, etc.
 Funding – finance to pay for resources, media promotions, marketing agencies, human personnel
(time paid as wages or salary), printing costs, billboard preparation and installation, etc.
 Technology – using computers, software and systems to design promotional program, catalogues,
graphic designing, media, managing promotional program or activities and assessing and tracking
promotion activities.
 Facilities – e.g. venues and location for promotional activities.
 Personnel – marketing and non-marketing personnel who have the skills, knowledge and
experience. For example:
o Marketing personnel – must have knowledge on AIDA methods, consultative and
negotiation skills, have some understanding on trends, technology, online marketing, and
familiarity with consumer and privacy laws.
o Non-marketing personnel – will have to ensure there is sufficient production or services
standards to meet the expectations of promotional activities. E.g. production department,
customer services team, finance manager who approves the bills for promotional activities and
human resource manager who will conduct training and development of marketing team.

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Activity: Report – Part F

Scenario: Marketing Action Plan for Gymbo PTY LTD

 Complete the table below
 Identify three marketing and three non-marketing personnel who will assist with your one chosen
promotional activity from the Marketing Action Plan for Gymbo PTY LTD
 Briefly note what their responsibilities are towards supporting promotional activity.
 Note how you will consult these personnel e.g. face-to-face meeting, telephone, etc.
 Show your trainer. Your trainer will provide feedback on your work.

Stakeholder register
Promotional Goal: -
……………………………………………………………………………………………………..
…………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………....
Marketing Budget (estimated)
……………………………………………………………………………………………………………

Prepared by: …………………………………………………………………………………………………………

State one promotional activity…………………………………………………………………………………………………………………….

Personnel Role Responsibility Consultation Method/s

Marketing

Marketing

Marketing

Non-marketing

Non-marketing

Non-marketing

Networks and relationships

Networks and relationship go hand in hand. Networks are basically your contacts in and outside your
organisation who you can leverage to gain or exchange ideas, values and even material possessions to

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gain or provide support for activities. Relationships are basically the dealings, bonds or associations you
have with your network that can support your position or program in your company.

Building relationships through networks can be extremely beneficial in a marketing career especially when
the goal of the marketing department is to promote the business brand and products for the number one
spot in the industry. Some examples of how your networks can help promotional activities are:
 Finance – approval or fast-tracking payment to get quick supplies in.
 Human resources – provide training and development in promoting goods and services.
 Production team – help create samples.
 Management team – can provide coaching, mentoring and sharing of experiences and provide you
with tips and tricks of marketing.
 Vendors – prioritise your delivery or give discounts.

Types of networks
There are several types of networks. The three basic relevant ones are stated below:
 Business network – these are operational and strategic networks that you build at work and through
work.
 Personal network – these can be people you know through your social circle and community.
 Professional network – these include your networks from professional institutes such as marketing
institute or alumni.

Building networks
Networking can build relationships, create opportunities and are a great way to promote your company. It is
an inexpensive means of building customer base, supply chain, staff and even funding opportunities. Some
networking opportunities are:
 Knowing your organisation and the people in it
 Business contacts
 Industry associations
 Online: communities of practices, meetup websites, LinkedIn, other social media
 Social functions
 Expos, conferences, and other business events
 Becoming research partners

Leveraging networks
 People or organisations in your network can be chosen on the basis of:
o How will they help me?
o Who are the profile people in your company or in your industry or in other words who are
“the movers & shakers”?
o Are they a reputable network?
o Do they have a stronger network?
o Who knows who and who knows what is going on?
o How can the network benefit in long term?

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 Plan your networking activities

o Allocate time for networking.
o Prepare your brief business story before the networking event.
o Research people and companies of interest so that you are prepared when you meet them.
o Exchange business cards.
o Keep in touch or follow up with people soon after you meet them.
o Keep a database of network details. Note where you met and key topics of discussions.
o Join them on their professional online networks.

Activity: Video

Watch the video: Networking in business - case study video https://www.business.qld.gov.au/running-

business/marketing-sales/managing-relationships/networking/video
(2 mins 20 sec)

The trainer/assessor will facilitate a class discussion about the outcomes from the video.

Activity: Reading and discussion

Read the following articles.

 What is Relationship Networking?
https://www.powerhomebiz.com/marketing-tips/networking/what-is-relationship-networking.htm

 How Human Networking Works

https://money.howstuffworks.com/human-networking1.htm

 Networking in business
https://www.business.qld.gov.au/running-business/marketing-sales/managing-
relationships/networking

Discuss your learning in class.

Your trainer will facilitate a class discussion.

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Topic 3: Review and report on promotional activities

It is critical for businesses to review and report on promotional activities. This is essentially to gauge how
effective the promotional activities were and how they can be improved in the future.
This topic will focus on collection and analysis of feedback on promotional activities, analysing costs to
evaluate the benefits of promotional activities and identifying improvement opportunities and
recommending future directions of promotional activities.

Collect and assess data

Analyse costs and benefits

Improvement opportunities

Collect and assess data

In order to determine the impact of the promotional activity on the delivery of products and services, it is
necessary to analyse audience feedback. This can be done by collecting data and providing it to the
personnel and agencies that were involved in the promotional activity.

Data collection
Audience feedback or data can be collected and analysed using some of the following ways. This data
collection can be both quantitative and qualitative.
 Customer feedback
 Employee feedback
 Focus groups
 Complaints and issues register or log
 Sales report pre and post promotional activities
 Sales pipelines and sales conversion during the promotion period
 Cost and expense report for the promotional activity
 Market share data or report

Activity: Reading and report

Read the following articles:

 Marketing Campaign Analysis
https://www.mymarketingdept.com/marketing-campaign-analysis/

 The metrics you should analyse in your online marketing campaign

https://www.cyberclick.es/numericalblogen/the-metrics-you-should-analyze-in-your-online-
marketing-campaign

Using the information from the articles and other sources, write a report on the following:
 List some ways in which you can analyse your promotional activities. Provide examples of
calculations.
 What metrics can be utilised to analyse the effectiveness of online promotional activities? Provide
examples of calculations.

Submit your report to your trainer. Your report should be 1 to 2 pages, and be written in clear and

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concise English.

Your trainer will provide feedback on your work.

Analyse costs and benefits

The most appropriate way to analyse cost and timelines to evaluate the benefits of the promotional
activities will be to compare the actual cost against the budgeted cost for the promotional activities. This is
a very basic way to show if the promotional expenses were managed properly.

Quantify costs and benefits

However, measuring of marketing or promotional effectiveness needs more than just management of
budget. This include calculations like marketing Return On Investment (ROI) and customer lifetime value.
Your manager in the workplace will more than likely coach you on how to use these methods in line with
their organisational practices.

Marketing ROI Formula = Gross profit – Marketing investment

Marketing investment

Calculate Customer Lifetime Value = Customer lifetime value – Marketing investment

Marketing investment

Milestones
The timelines are also an extremely important measure of promotional effectiveness. You must remember
your action plan where you noted the “when” or long term or short term. It is important to note if these
milestones were successfully met during the promotion. If these timelines were not met, then you can work
to further investigate the reasons for not accomplishing the timeframe. Some reasons are:
 Insufficient personnel or resources.
 Lack of commitment from team members.
 Insufficient or delays in payment arrangement to vendors.
 Delays in supply from vendors.
 Non-compliance to procedures, policies or regulations.
 Changes in company’s external environment.

Activity: Reading and discussion

Read the following blog: Return on Investment – ROI – Formula and Use
http://www.marketingmo.com/campaigns-execution/how-to-calculate-roi-return-on-investment/

Discuss the following in class:

 Marketing ROI Formula
 Calculate Customer Lifetime Value
 Total revenue, gross profit, net profit
 Best case, neutral and worst case for scenarios for businesses marketing investment

Discussion your answers in class. Your trainer will facilitate a class discussion.

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Group activity

Your trainer will divide you into four equal groups. Ensure that work is divided equally.

Your trainer will provide you with sales figures. Analyse promotional effectiveness by using these sales
figures.
 Work out the difference between the sales figures pre and post promotional activity.
 Based on the results, determine if the promotional activity was successful.
 “Increase in sales figure is the most definitive method of measuring effectiveness of promotional
activity.” Are sales figures sufficient for making future promotional activities recommendations?
State, yes or no. Support your answers.

Discuss your findings with class. Your trainer will facilitate class discussions.

Improvement Opportunities
The evidence from analysis of feedback, costs and benefits form a good basis for preparing conclusions
and recommending constructive advice on future directions of promotional activities.

Group activity

Your trainer will divide you into four equal groups. Ensure that work is divided equally.

Your trainer will provide you with a profit and loss statement that shows marketing/promotional expenses
and total revenue.
 Analyse promotional effectiveness by using the profit and loss statement:
o Calculate ROI
 Make constructive recommendations based on:
o ROI
o Expenses or costs of promotions.

Discuss your findings with class. Your trainer will facilitate class discussions.

Maximising promotional effectiveness

Promotional effectiveness can be maximised in several ways. Two of the many general categories are
learning from financial numbers and analysis of the business’s internal and external micro and macro
environments.

Financial returns
Recommendations based on quantitative data provides validation for choosing certain types of promotional
activity. These include but are not limited to:
 Review results vs plan.
 Work out promotional costs for each channel of promotion.
 Optimise on online advertising as it is easy to work out the effectiveness of promotions using online
channels.
 Account for all time spent on planning and managing the promotional activities in monetary value.
 Pre-plan budget.
 Link marketing budgets to strategic marketing and organisation budgets.
 Monitor and review figures pre promotion, throughout the life of the promotion and post promotion.

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 Capture smart data instead of big data.

 Use dashboards or computer systems and software programs to record, monitor and assess data.

Non-financial tactics
Recommendations based on qualitative data provides a bigger picture. It can provide discovery of potential
problems and opportunities. These include scanning of an organisation’s internal and external environment.
This can be done by:
 Conducting a SWOT analysis.
 Conducting a PESTEL analysis.

Other methods include but are not limited:

 Conducting marketing research.
 Profiling target markets.
 Identifying your business’s unique selling proposition (USP).
 Developing business brand.
 Choosing marketing avenues.
 Alignment of business’s strategic goal to marketing and promotional goals.
 Looking after your customers.
 Monitor and review complaints and issues log.

Activity: Reading and discussion

Read the following articles and make recommendations on the following.

 How to perform a SWOT analysis
https://www.mplans.com/articles/how-to-perform-a-swot-analysis/

 PEST Analysis: Identifying "Big Picture" Opportunities and Threats

https://www.mindtools.com/pages/article/newTMC_09.htm

 42 Digital Marketing Trends You Can’t Ignore in 2020

https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/

 Post-campaign analysis (PCA) – How to review a marketing campaign’s effectiveness

https://www.smartinsights.com/traffic-building-strategy/campaign-analytics/how-to-review-a-
marketing-campaigns-effectiveness/

Note down key learnings for future reference.

Discussion your answers in class. Your trainer will facilitate a class discussion.

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Review and Assessment

The content of this unit has now been covered.

Review and completion

Ensure any outstanding activities, reading, role-plays, meetings, presentations or further tasks that require
observation or submission to the trainer/assessor has been completed.

Assessment Tasks
The trainer/assessor will discuss each task in detail – please ensure the assessment procedures,
submission instructions and deadlines are clear, and you understand any expectations.

Support
The trainer/assessor will provide support when required. If any reasonable adjustment is required please
speak with the trainer/assessor or college support services.

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