BSBMKG417 Apply marketing com

You must complete Task 1 and task 2 with all below requitement

TASK 1: Short Answer Questions

TASK 2 – Project: Work effectively within the convergent marketing communication industry

Part 1: Prepare marketing tools and techniques Follow the procedures below and complete all tasks for Part 1. In response to a simulated business scenario, you will evaluate marketing tools and prepare a written proposal. You will then develop samples of convergent tools and techniques.

Part 2: Apply convergent marketing communications

And please complete all of template which I attached.

TASK 1: Short Answer Questions

Please provide responses to the following questions: 1. What are two characteristics and at least one point of difference between traditional and convergent approaches to marketing communication?

2. How do customers take a central and empowered role within convergent marketing?

3. What is the meaning of traditional siloed sectors and how does this model approach client requirements?

4. What is the impact of convergence on the traditional siloed industry?

5. What are the current key technologies and distributed services that impact on convergent solutions?

6. What are potential points of integration? Refer to at least one (real or simulated) business case study, marketing campaign or marketing plan to illustrate points of integration.

7. What are two types of experts and business networks appropriate to a convergent marketing solution? Give at least two examples of how advice or networks can assist or have assisted you in your work, referring to a real or simulated case study campaign.

8. What are at least three relevant Acts, regulations or mandatory codes of practice impacting the field of marketing communication?

a. For each of the three, give at least one example of how a real or simulated case study organisation has complied with the Act, regulation or code with respect to convergent marketing activities

b. Identify at least two relevant organisational policies or procedures

TASK 2 – Project: Work effectively within the convergent marketing communication industry

Part 1: Prepare marketing tools and techniques Follow the procedures below and complete all tasks for Part 1. In response to a simulated business scenario, you will evaluate marketing tools and prepare a written proposal. You will then develop samples of convergent tools and techniques.

Note: Prepare to implement (or realistically simulate implementation of) tools and techniques in Part2.

You must submit: § an evaluation report § at least two samples or examples of integrated convergent marketing tools or techniques.

Procedures:

1. Meet with your assessor to discuss potential, realistic campaign scenarios, and to agree on timeframes for completion of this assessment task. Note: You have access to CoffeeVille business information – e.g. marketing plans and strategies, policies and procedures, budgets – that will allow you to sufficiently determine client needs regarding possible campaigns utilising convergent marketing tools and techniques.

2. 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.

3. Prepare a brief, two to three-page 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 about organisational policies and procedures, including which tools and techniques need to be complied 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

e. reference at least three relevant sources of information.

4. 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 – or develop mock-ups of – a web page or e-commerce site, QR codes and augmented reality app, Facebook page, social media strategy, tie-ins, e-mail outs, 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).

5. Submit your samples and your evaluation report to your assessor in an agreed format, within the agreed timeframe and in accordance with the specifications below.

Your assessor will be looking for 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

-work skills for preparing marketing tools and techniques:

○ evaluating options; creating new tools and techniques where appropriate

○ using and manipulating digital technology.

Part 2: Apply convergent marketing communications

In Part 1 of the project, you developed a suite of convergent tools to be applied in a divergent media environment for CoffeeVille.

You will now, in consultation with your experienced industry trainer or other expert, plan and implement a pilot of (or demo the implementation of) the tools and techniques you have developed to gain the client’s approval for full implementation. Prepare a short-written reflection of the implementation process using the spaces provided.

You must:

-Submit an implementation plan for the pilot (Appendix 1)

-Complete the reflection section, below.

Procedures:

1. Consult with your industry experienced trainer or other expert, to plan and schedule a pilot implementation of the tools and techniques you have researched and developed. Note: Ensure you note details of your consultation to include in your written reflection.

a. select and use appropriate conventions and protocols when communicating with internal and external parties to seek or share information.

b. work positively with those from other disciplines to achieved desired outcomes for organisation and clients.

2. Using the template provided in Appendix 1, and the advice you have received, complete implementation planning for the pilot. Ensure you include in your plan:

a. marketing objectives or goals relevant to CoffeeVille and campaign

b. several activities or steps required to pilot or demo (for the assessor) the customer experience of engaging with the convergent tools or techniques (including people and resources as relevant). Show your ability to plan a seamless customer journey. Plan the establishment of channels in the pilot to empower and respond rapidly to customer perspectives

c. at least one monitoring activity to check the implementation against the relevant objectives.

3. Present your pilot in a short demo to your assessor.

Note: Arrange with your assessor to pilot the convergent tools demonstrating the establishment of channels in the pilot to empower customers and respond rapidly to customer perspectives. You may need to provide URLs, login details, etc. for your assessor or arrange a presentation to demo your tools, depending on the nature of the tools and techniques and the customer experience you have designed.

Reflection 4. Prepare a short-written reflection. a. Describe the networking activities as well as the oral communication and interaction skills you used.

b. Describe outcomes of the pilot and possible improvements.

5. Complete your reflection and submit your implementation plan on Moodle with your assessment, in accordance with the specifications below.

Your assessor will be looking for the following foundation skills: § reading skills to interpret and apply marketing plans and relevant policies § writing skills to plan implementation of pilot

-oral communication skills to present information and seek advice using language appropriate to audience

– interaction skills to:

○ select and use appropriate strategies when communicating with internal and external parties to seek or share information

o work positively with others to achieved desired outcomes for organisation and clients

-work skills for applying convergent marketing communications to:

oplan and organise tasks and activities that ensure compliance with organisational policies and procedures, and legislative requirements

o sequence and schedule complex activities, monitor implementation, and manage relevant communication

oevaluate outcomes of pilot to identify opportunities for improvement

o use and manipulate digital technology to demonstrate real-world implementation of convergent marketing tools and techniques.


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