STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 Level 2, 86 Mary St, Surry Hills, NSW, 2010, AUSTRALIA - Tel +61 2 9212 7799 Level 2, 422 Little Collins St, Melbourne, Vic, 3000 - Tel +61 3 8658 5200 [email protected] - www.strathfieldcollege.edu.au BSBMKG417-Apply marketing communication across a convergent industry.AT2.V2 Page 1 of 4 ASSESSMENT TASK 2 Assessment Details Qualification code BSB42415 Qualification Name Certificate IV in Marketing and Communication Unit Code BSBMKG417 Unit Name Apply marketing communication across a convergent industry Assessment Type Report Term 02/2017 Due Date Trainer / Assessor’s Details Full Name: Date of Submission Instructions to the Candidates Pre Requirement for this task Student must review • Lesson materials provided in class • Examples used in lessons. Instructions to Students: • Please complete assessment task within the time frame given • You must attempt all the requirements that are addressed within this assessment task. • Copying or any kind of cheating is absolutely not permitted, if someone is found cheating or copying, will be debarred from the assessment and a disciplinary proceeding would begin. • This assessment covers the following Performance Criteria PC’s Covered: 2.1 – 2.4, 3.1 – 3.4 Assessment Description In response to a simulated business scenario, you will evaluate marketing tools and prepare a written marketing campaign report. You will also develop samples of convergent tools and techniques. Student Details Student Name Student ID STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 Level 2, 86 Mary St, Surry Hills, NSW, 2010, AUSTRALIA - Tel +61 2 9212 7799 Level 2, 422 Little Collins St, Melbourne, Vic, 3000 - Tel +61 3 8658 5200 [email protected] - www.strathfieldcollege.edu.au BSBMKG417-Apply marketing communication across a convergent industry.AT2.V2 Page 2 of 4 Assessment Instructions 1. Read the following scenario. You represent an agency developing a campaign for a client organisation (agreed with your assessor). You will need to research convergent marketing tools and techniques appropriate to a divergent media environment. You will prepare a written report to evaluate several potential (traditional and digital) tools and techniques for use in the campaign. In the report, you will make recommendations supported by an analysis of cost effectiveness. Finally, you will prepare samples of convergent marketing tools for review by the client. 2. Meet with your assessor to agree on a suitable workplace or organisation to use as the basis of this task. Discuss potential, realistic campaign scenarios, and to agree on timeframes for completion of this assessment task. 3. Undertake research into applicable convergent tools and techniques, including some from traditional sectors that may be applied to a divergent media environment. Consult networks and expert advice; review online and print information; review organisational documents such as marketing plans, marketing audits, past campaigns, marketing budgets and relevant policies and procedures. 4. Prepare a comprehensive written report describing several combinations of convergent tools and techniques. Ensure you: a. evaluate their cost-effectiveness using a suitable method of numerical analysis; for example, cost–benefit analysis, ROI, cost per thousand (CPM), estimated value, contribution margin, and NPV of investment in media. b. propose a suite of convergent tools or techniques for use in the campaign based on the above analysis c. refer to at least two relevant pieces of legislation, regulations or codes in connection with organisational policies and procedures, which tools and techniques will need to comply with d. refer to any other organisational need or requirement (for example, identified target markets, budgeting concerns), which tools and techniques will need to address STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 Level 2, 86 Mary St, Surry Hills, NSW, 2010, AUSTRALIA - Tel +61 2 9212 7799 Level 2, 422 Little Collins St, Melbourne, Vic, 3000 - Tel +61 3 8658 5200 [email protected] - www.strathfieldcollege.edu.au BSBMKG417-Apply marketing communication across a convergent industry.AT2.V2 Page 3 of 4 e. reference at least three relevant sources of information. 5. Develop samples or examples of convergent tools and techniques characterised by messaging that can be engaged by a target group across multiple distribution points: a. suitable for use within a divergent media environment b. suitable for use within a customer-centric environment. Note: For example, you could develop mock-ups of a web page or e-commerce site, QR codes and augmented reality app, Facebook page, social media strategy, e-mailouts, twitter feed samples of messaging, blogs, content marketing, banner ads, combinations of traditional and new media (all designed to function together and facilitate the desired – and cost-effective – customer journey in a divergent media environment). 6. Submit your samples and your report to your assessor in an agreed format, within the agreed timeframe and in accordance with the specifications below. Key Requirements You must submit: ● A comprehensive marketing report ● at least two samples or examples of integrated convergent marketing tools or techniques. Your assessor will be looking for demonstrated evidence of the following foundation skills: ● reading skills to identify and interpret textual information relevant to evaluating tools and techniques ● writing skills to research, plan and prepare documentation using format and language appropriate to context, organisational requirements and audience ● numeracy skills to: ○ identify and interpret data from a range of sources ○ use testing and data analysis to weigh cost-effectiveness of options ● workplace navigation skills to review policies and procedures in accordance with legislative requirements and organisation goals STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 Level 2, 86 Mary St, Surry Hills, NSW, 2010, AUSTRALIA - Tel +61 2 9212 7799 Level 2, 422 Little Collins St, Melbourne, Vic, 3000 - Tel +61 3 8658 5200 [email protected] - www.strathfieldcollege.edu.au BSBMKG417-Apply marketing communication across a convergent industry.AT2.V2 Page 4 of 4 ● work skills for preparing marketing tools and techniques: ○ evaluating options; creating new tools and techniques where appropriate ○ using and manipulating digital technology.