Assessor Resource

BSBMKG519
Plan and implement business-to-business marketing

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to plan and implement business-to-business (B2B) marketing.

It applies to individuals who work in a supervisory capacity in a team environment, who possess a sound theoretical knowledge base and demonstrate a range of managerial skills to ensure business activities are conducted effectively.

In this role, individuals may work in small, medium or large enterprises across a variety of industries.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

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


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify and evaluate business-to-business marketing strategies

1.1 Identify B2B markets in an industry context

1.2 Research characteristics of business markets in an industry context

1.3 Identify and analyse factors influencing business buyers in an industry context

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

1.5 Research and analyse a range of B2B marketing strategies appropriate for the organisation

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

2. Select business-to-business marketing strategies

2.1 Analyse trends within business markets and identify B2B marketing opportunities for the organisation

2.2 Identify and analyse success of the organisation’s previous B2B marketing strategies

2.3 Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans

3. Plan and develop business-to-business marketing activities

3.1 Record B2B marketing objectives and purpose

3.2 Calculate costs of B2B marketing activities with assistance of appropriate personnel

3.3 Select methods to report and measure effectiveness of B2B marketing activities

3.4 Assign responsibilities to team members for B2B marketing activities

3.5 Record B2B marketing plan and present to relevant stakeholders

3.6 Assemble required resources to implement B2B marketing plan

4. Implement and monitor business-to-business marketing plan

4.1 Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Plan implementation of B2B marketing activities according to marketing plan

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

4.5 Analyse success indictors of B2B marketing plan and record performance according to organisational reporting requirements

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify and evaluate business-to-business marketing strategies

1.1 Identify B2B markets in an industry context

1.2 Research characteristics of business markets in an industry context

1.3 Identify and analyse factors influencing business buyers in an industry context

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

1.5 Research and analyse a range of B2B marketing strategies appropriate for the organisation

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

2. Select business-to-business marketing strategies

2.1 Analyse trends within business markets and identify B2B marketing opportunities for the organisation

2.2 Identify and analyse success of the organisation’s previous B2B marketing strategies

2.3 Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans

3. Plan and develop business-to-business marketing activities

3.1 Record B2B marketing objectives and purpose

3.2 Calculate costs of B2B marketing activities with assistance of appropriate personnel

3.3 Select methods to report and measure effectiveness of B2B marketing activities

3.4 Assign responsibilities to team members for B2B marketing activities

3.5 Record B2B marketing plan and present to relevant stakeholders

3.6 Assemble required resources to implement B2B marketing plan

4. Implement and monitor business-to-business marketing plan

4.1 Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Plan implementation of B2B marketing activities according to marketing plan

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

4.5 Analyse success indictors of B2B marketing plan and record performance according to organisational reporting requirements

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
Identify B2B markets in an industry context 
Research characteristics of business markets in an industry context 
Identify and analyse factors influencing business buyers in an industry context 
Analyse the business buying process and its implications in the industry context 
Research and analyse a range of B2B marketing strategies appropriate for the organisation 
Identify key personnel in buying decision process in the organisation’s business markets 
Analyse trends within business markets and identify B2B marketing opportunities for the organisation 
Identify and analyse success of the organisation’s previous B2B marketing strategies 
Select most appropriate B2B marketing strategies and activities that fit with the organisation’s strategic and marketing plans 
Record B2B marketing objectives and purpose 
Calculate costs of B2B marketing activities with assistance of appropriate personnel 
Select methods to report and measure effectiveness of B2B marketing activities 
Assign responsibilities to team members for B2B marketing activities 
Record B2B marketing plan and present to relevant stakeholders 
Assemble required resources to implement B2B marketing plan 
Schedule work on each B2B marketing campaign element, according to lead times required and marketing plan 
Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements 
Plan implementation of B2B marketing activities according to marketing plan 
Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing plan 
Analyse success indictors of B2B marketing plan and record performance according to organisational reporting requirements 

Forms

Assessment Cover Sheet

BSBMKG519 - Plan and implement business-to-business marketing
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Assessment Record Sheet

BSBMKG519 - Plan and implement business-to-business marketing

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

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Overall assessment result: Competent Not yet competent

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