BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry Assessment Workbook

This assessment workbook is for BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry. It includes tasks related to researching and reporting information on the marketing communication industry, and centres on the Fusion Marketing case study. The workbook includes information on the industry structure, sectors, associations, networks, societal role, stakeholders, employment obligations and opportunities, digital trends, and issues of concern to the industry. The output is in JSON format.

Assessment – BSBMKG418 Version 1 – July 2017
Student Assessment Workbook
BSBMKG418
Develop and Apply Knowledge of Marketing
Communication Industry
Student Full Name: Maike Engelhardt
Student ID: 20180143
Date Submitted:

Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG418 Develop and Apply Knowledge of Marketing
Communication Industry.
This Student Assessment Workbook is where you will write all your responses for the knowledge questions and
simulation tasks. Please refer to the Student Assessment Guide for more information.
This assessment has the following Assessment Event:
Assessment Event – Simulation: Fusion Marketing
You will complete a number of tasks associated with researching and reporting information on the marketing
communication industry in the context of industry structure, sectors, associations, networks, societal role,
stakeholders, employment obligations and opportunities, digital trends, and issues of concern to the industry.
This assessment centres on the Fusion Marketing case study, a professional marketing agency with a team of
professional marketing consultants helping their clients to achieve their marketing communication goals. You will
act in the capacity of a Marketing Communications Officer to support marketing communication activities of the
organisation.
To complete the Simulation, you will need to refer to the following resources:
Fusion Marketing Style
Guide:
Organisational Style Guide that is designed to set standards and ensure
consistency in document production. You must conform to the standards as
outlined in this document when producing your information sheets.
Template 1 (Info sheet 1): A word-processing template which you will use when creating the required
information sheet in Task 1.
Template 2 (Info sheet 2): A word-processing template which you will use when creating the required
information sheet in Task 2.
Template 3 (Info sheet 3): A word-processing template which you will use when creating the required
information sheet in Task 3.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below an
example of a dot point response and a full sentence response.
Assessment – BSBMKG418 Version 1 – July 2017

Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence format When you are preparing for a presentation, there are a number of tasks that must be
carried out. These are listing the outcomes that you want to achieve, followed by the
identification of the needs of your audience. When you have completed these two tasks
you then check on the room that you will be conducting the presentation in.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
 complete all of the questions and tasks listed in the Student Assessment Workbook
 meet all the requirements listed in this Student Assessment Guide
 your responses to the questions and tasks must be relevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessor within the set timeframes
 your work must be in your own words
 where you use an external source of information, you must provide citation.
Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG418 Develop and Apply Knowledge of
Marketing Communication Industry. It is important that you understand this assessment before taking on the questions
and tasks. To confirm that you have been given this overview, we ask you to complete the following Pre-Assessment
Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your
understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the
‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your
Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
Pre – assessment Checklist Comments
Assessment – BSBMKG418 Version 1 – July 2017

Y   N I, the student, understand the purpose of the assessment.
Y   N I understand when and where the assessment will occur, who will
assess and in what format the assessment will be submitted.
Y   N I understand the methods of assessment.
Y   N I understand what resources are required to complete this assessment.
Y   N I understand the performance level required for each assessment
event.
Y   N
I understand that it must be my own work. I have been explained and
understand the serious consequences in case this work is found
plagiarised.
Y   N I understand the process if I am deemed not yet competent.
Y   N I understand the feedback process and the appeals process.
Y   N The assessor has discussed with me if I have any special needs and if
so what arrangements have been made.
Student Full Name Student ID Student Signature Date
Assessment – BSBMKG418 Version 1 – July 2017

Assessment Event – Fusion Marketing Simulation
In this assessment, you will undertake a number of tasks associated with researching critical information on the
marketing communication industry and reporting to key internal and external stakeholders of Fusion Marketing. In
this simulation, you will perform the following actions:
 research information on the industry as required
 create information sheets to regularly monitor the industry as typical work role
 establish and maintain a corporate knowledge base
 conduct a face-to-face meeting with internal and external stakeholders to share knowledge.
Task 1: Develop Knowledge of the Marketing Communications Industry
In this task you will identify and access sources of information on the marketing communications industry, and then
create the first information sheet that covers structure and operation of the marketing communication industry,
industry sectors, associations, networks, societal role, and key stakeholders.
1.1 Identify and access sources of information on the industry
Insert your response into the table below:
Information source Description of credibility to the market
Business.gov.au Government-run website that contains advice on
- Developing Business Plans
- Legal Obligations of marketing
- Direct Marketing
- Do Not Call Register
- Intellectual Property and Trade Mark Laws
Best Practice Network Website facilitating, developing and promoting peer-to-peer relationships between
different companies. Offering company networking and best practice exchange within
the Australian Industry. Contains a knowledgebase centre where best practice
guidelines, official marketing regulations and laws can be accessed.
Austrade.gov.au Australian Trade and Investment Commission. Contains official resources on how to set
up a business, explaining export and import laws, helps with understanding Australian
business regulations.
Assessment – BSBMKG418 Version 1 – July 2017

Information source Description of credibility to the market
Marketing Magazine Monthly Australian publication, supplemented by a website. Includes expert blogs, case
study collections, interviews
Wikipedia Good for official documents, such as laws and codes. Can be written by experts, but also
laymen. Make sure information is backed by cited sources. Check out original sources
for the information listed to ensure authenticity.
1.2 Identify the industry structure and client operating environment
Insert your response into the table below:
Participants Description
Advertising Agency Traditional advertising companies used to be responsible for promoting a business’s
services or products to the public. Television, radio and newspaper ads would be
designed and distributed by an advertising agency. Nowadays advertising tends to be
part of a complex marketing strategy. Fusion marketing, for example, employs creative
designers in charge of advertising as well as marketing. Their current organisational
structure is split into a traditional (offline) advertising approach, and a digital branch in
charge of online advertising.
Government The government implements laws, regulations and acts which need to be adhered to by
businesses and firms, such as Fusion Marketing. Examples of these include Designs Act
2004, Trade Marks Act 1995, Patents Act 1990, Copyright Act 1968, and many more.
Clients Clients within the marketing industry tend to be companies, businesses, or even
individuals, who seek professional services to promote, enhance or redesign their brand.
A marketing firm like Fusion Marketing can handle content such as newsletters, reports,
social media posts, website content, letters and information updates on behalf of their
clients. A marketing agency can form the bridge between a client and their customers.
Marketing Consultants Fusion Marketing and other marketing firms employ marketing consultants to provide
full-service creative and market intelligence assistance to their clients. They can handle
copywriting, online strategies, email marketing, advertising, branding and customer
experience enhancement, among other responsibilities. Usually different marketing
Assessment – BSBMKG418 Version 1 – July 2017

Participants Description
consultants will be responsible for very specific aspects of the services provided.
Graphic Designers Graphic designers are an integral part of the marketing industry. They can be responsible
for designing anything from fonts, letterheads, posters, logos, labels on a product,
packaging etc. A company such as Fusion Marketing would use graphic designers as
part of the full creative service they offer, to improve website designs, enhance the user
experience or to brand/re-brand a client’s business.
1.3 Evaluate the organisational structure
Fusion Marketing’s current organisational structure is split in two separate branches – a traditional marketing
department and a digital marketing department. There are several issues with this division.
1. Double the staff means higher staff costs. This is an unnecessary expense since most of the marketing
consultants in these two separate branches would be qualified to complete the same tasks for both
departments.
2. Having two separate departments and two marketing directors may stand in the way of promoting a consistent
and uniform brand message across all platforms. Creative differences and departmental competences may be
detrimental to the services provided for the client.
3. Staff members in different departments may have different levels of knowledge when it comes to the latest
marketing trends and practices. Good communication across the two separate branches is key to ensure all
members of staff are up to date in their knowledge of the marketing communication industry. Having a more
unified company structure would make this even easier.
Assessment – BSBMKG418 Version 1 – July 2017

1.4 Describe organisational plans
An Integrated Marketing Communication Plan consists of five core elements.
1. Advertising
Advertising is a specific form of marketing communication. Modes of advertising can be online or offline,
including posters, newspaper ads, sponsored reviews on e-commerce platforms, television or radio
commercials, online ads, email, mail, magazines and many more. Its commercial communication material to
promote or sell an idea, a brand, product or service.
2. Public Relations
Managing communications and relationships between the public and an organization, company, brand, public
figure, or product, is defined as public relations. PR involves managing reputations, clients support and
presenting the client in a positive light publicly.
3. Direct Marketing
Direct marketing is another form of advertising in which marketing materials are provided directly to the
customer base by the company - through text message, email, coupons, flyers, post box leaflets, catalogues,
promotional letters, database marketing campaigns, infomercials, product samples etc.
4. Promotion
As part of an IMC plan, promotion encompasses all forms of communication that are aimed at convincing a
target market to purchase or utilize a product, brand, service or platform. Promotion creates interest, raises
awareness, engenders sales and increases brand loyalty.
5. Online Communication
Online communication is an excellent way of reaching target audiences and (potential) clients all over the
world in a very efficient and cost-effective way. It can include websites, online support chats, social media
platforms, message boards, online forums, email etc.
Relationship between an IMC Plan, a Marketing Plan and an Organisation’s Business Plan
Goals and Objectives
As a company, Fusion Marketing’s business plans consists of offering comprehensive marketing services based on
creative interactive solutions, as well as providing full-service marketing strategies. Their goal is to stay up-to-date
with the current environment, as the marketing industry is constantly changing and evolving. The same principles
apply to an IMC and marketing plan. When designing marketing campaigns and strategies, it must always be
considered how the current legal requirements and societal trends will shape those plans. Both marketers and
Assessment – BSBMKG418 Version 1 – July 2017

businesses must constantly update end review their policies, inform their staff and educate themselves to ensure they
stay relevant.
Methods
Though social media or by the mix of traditional and digital media technology
Target Market
When a company invents and produces a product, they will inevitably consider the target demographic in their
planning. They will take the target market’s preferences and trends into consideration to ensure their design, product
or service is as effective and successful as possible to facilitate maximum success and profits. The same goes for an
IMC or marketing plan. Target markets and audiences are a major factor is creating the ideal marketing campaign. The
target market’s preferences, trends, interests and habits will shape and influence every marketing strategy and idea.
1.5 Obtain information on marketing communication industry sectors
1. Advertising
Advertising is a specific form of marketing communication. Modes of advertising can be online or offline,
including posters, newspaper ads, sponsored reviews on e-commerce platforms, television or radio
commercials, online ads, email, mail, magazines and many more. Its commercial communication material to
promote or sell an idea, a brand, product or service.
2. Public Relations
Managing communications and relationships between the public and an organization, company, brand, public
figure, or product, is defined as public relations. PR involves managing reputations, clients support and
presenting the client in a positive light publicly.
3. Direct Marketing
Direct marketing is another form of advertising in which marketing materials are provided directly to the
customer base by the company - through text message, email, coupons, flyers, post box leaflets, catalogues,
promotional letters, database marketing campaigns, infomercials, product samples etc.
4. Promotion
As part of an IMC plan, promotion encompasses all forms of communication that are aimed at convincing a
target market to purchase or utilize a product, brand, service or platform. Promotion creates interest, raises
awareness, engenders sales and increases brand loyalty.
5. Online Communication
Assessment – BSBMKG418 Version 1 – July 2017

Online communication is an excellent way of reaching target audiences and (potential) clients all over the
world in a very efficient and cost-effective way. It can include websites, online support chats, social media
platforms, message boards, online forums, email etc.
1.6 Obtain information on marketing communication industry associations and
networks
Insert your response into the table below:
Associations and Networks Description
1. Australian Association of
National Advertisers
(AANA)
The AANA is the chief national association to advocate the interests of advertisers
in Australia. It promotes responsible marketing practices and inspires industry
collaborations.
2. Australian Association of
Social Marketing
(AASM)
AASM is an independent, volunteer-run organisation which represents social
marketers in Australia. Is provides support and functions as a source of information
on best practice and the latest social marketing research.
3. Australian Marketing
Institute (AMI)
AMI is a prominent professional coalition for Australian marketers. It organises
courses, training programs and events to provide marketing theory and practice to
marketers who want to further their careers.
4. Communications
Alliance
Communication Alliance offers a platform for members of the Australian
communications industry to contribute to policy developments and changes.
5. Interactive Advertising
Bureau Australis (IAB)
Trade association for online advertising in Australia. Supports and assists marketers
in becoming better at identifying industry trends, utilising online strategies and
attracting customers by strengthening their brands.
6. International Advertisers
Association (IAA)
Worldwide network which connects media and communication experts with
innovative and creative marketers. It offers a platform for discussing industry
issues, sharing ideas, and best practice insights.
7. Mobile Marketing
Association (MMA)
Non-profit international trade association. It is made up of more than 800 member
companies from approximately 50 different countries globally. Promoting closer
and stronger consumer involvement.
8. Outdoor Media
Association (OMA)
Industry body representing companies that advertise on a variety of signs in various
locations outside the home. Members adhere to an industry code of ethics in line
with the industry’s regulations.
9. Australasian Catalogue
Association (ACA)
Organisation which represents the producers and distributors of catalogues in
Australia and New Zealand. The ACA aims to increase public awareness and
Assessment – BSBMKG418 Version 1 – July 2017

knowledge of catalogues as a worthwhile advertising tool.
10. The Centre for Corporate
Public Affairs
Membership-based corporation (membership by company) which is active in
Australia, Asia and New Zealand. Creates platforms for reciprocal exchange of
information resources, development programmes and international associations.
1.7 Obtain information on the societal role of the marketing communication industry
Insert your response into the table below:
Societal Roles Description
1. Advertising Agency Advertising agencies have to offer more than just ideas now. Clients want
campaign strategies based on insights into the customer based, backed by societal
studies, market research and social relevance. From an ethical point of view,
advertising campaigns should be ‘clean’. Promoting a product, service or customer
without devaluing another product or competitor.
2. Marketing Consultants A marketing agency is responsible for the honest representation, accuracy, and non-
offensiveness of their marketing content within a social, religious or ethical context.
They must not infringe intellectual property, copyright or trademark laws within
their advertising scope. Ethically, they should adhere to a best practice approach in
all their endeavours.
3. Government In the time of social media and online advertising it can be difficult to establish the
ownership of intellectual property of digitally shared content. Nonetheless, a
person’s rights to the ownership of an idea, image or matter, be it physical or digital
in nature, must be protected. Therefore, it is the government’s responsibility to
update older laws or, if necessary, implement new acts to ensure that the legislation
is current and fit for purpose.
1.8 Identify and access information on key stakeholders
Insert your response into the table below:
Stakeholders Description of their role in the industry
1. Employees They help in promotion of a brand as they contact the organization’s customers,
they are actually the internal customers.
2. Customers They help in improving, creating and promoting the brand and they help the
company gain reputation.
Assessment – BSBMKG418 Version 1 – July 2017

3. Investors They don’t have say in which direction the brand is going but they have a lot of
interest if the brand gets successful. They have to be consulted to make sure that the
plan is successful.
4. Government regulators They have to be consulted to make sure that the branding ideas are not messed up.
The intellectual property must not be infringed upon.
5. Leadership teams The leadership team with the consultation from the employees and customers aid on
the crafting of the brand and this provides a strategy implementation to the brand.
1.9 Outline principles and practices of marketing communications and media strategies
Insert your response into the table below:
Principles Practice
1. Marketing Mix It is the tool for marketing which involves the thought about various tools so that
the marketing objectives can be pursued. This marketing mix comprises of 7 P’s of
the marketing mix which includes price, place, product, promotion, positioning,
packaging and people.
2. Customer Retention This is the ability of a company to be able to retain the customers in specified
period and this includes the actions or activities which are taken to reduce the
defections of the customers. The main aim of the marketing is customer retention.
3. Research and
Development
This is an important tool for improving and growing business. This involves the
market researching and identifying the needs of customers and then developing w
products to fulfil those needs.
4. Promotional Mix In marketing, this is the assortment of various variables of promotions which are
chosen by the marketers to get closer to their goals. This consist of the tools like
public relations, advertising, sales promotion and personal selling.
5. SWOT Analysis The SWOT analysis, an exploration of your company's or product's strengths,
weaknesses, opportunities and threats, is the next stage in the marketing management
cycle. The opportunities and threats should be evident from your analysis of the
external environment, while your strengths and weaknesses will arise from assessment
of internal capacities and capabilities in relation to the anticipated size and potential of
your chosen markets.
Marketing Planning
With a strong understanding of the market as a foundation, construction of the marketing plan is the next step to take.
Making use of all the data you have gathered you can identify key target markets, define customer demographics and set
Assessment – BSBMKG418 Version 1 – July 2017

SMART (specific, measurable, achievable, realistic, time-bound) marketing objectives. Make use of the "seven P's" to set
out your marketing plan: product, place, price, packaging, promotion, people and positioning. An effective marketing plan
will have considered all these aspects to present a balanced business proposition with a clearly expressed timetable of
deliverables.
1.10 Create Information Sheet 1
The assessment tends to summarize all the points which have been covered in the task 1 and this is intended to get a
deep knowledge of the marketing communications industry. The different sources of information about the industry
have been identified and how they help in the starting of the business of the company. Many government websites
are available which provide the information in relation to this. The information has been discussed about the
structure of the industry and what are the various agencies in which the company would have to deal with to make
sure that the work is done in a bets way. The organization structure of the company is discussed which would take
care of the marketing work of the company. The organization needs to have a detailed description of the marketing
communications plan which would be used by it to help the company to promote and market its product. The
information about the various industry associations have to be obtained so that the marketing work is conducted in
the best manner and this plans would aid in protecting the interest of all the advertisers of the business. The societal
role of the marketing communications industry is also important for the industry as a whole and for making sure that
all the regulations have been followed. The various marketing strategies which could be used by the business have
been explained in detail and which stakeholders are involved are also highlighted in this.
Assessment – BSBMKG418 Version 1 – July 2017

Task 2: Identify Industry Employment Obligations and Opportunities
In this task, you will identify and access sources of information on employment obligations and opportunities in the
marketing communication industry, and then create the second information sheet that summarises this information to
other stakeholders.
2.1 Obtain information regarding employment obligations in the industry
Insert your response into the table below:
Area Act Description of Key Provisions
discrimination Racial discrimination Act 1975 Prohibiting of racial discrimination in certain
contexts
Section 18C for prohibiting on insult, offense,
intimidation and humiliation and also various
exemptions under Section 18D
Complaint remedies and process
privacy The Privacy Act 1988 This regulates the personal information handling
about the individuals and this sets out the
obligations and the rights for the holding, use,
correction and accessing of the personal
information.
intellectual property IP Law To protect business which develop their original
IP and they in this way get competitive advantage
taxation Income Tax Assessment Act 1997 Tells the detail about the taxes which are levied
on various people or business working in
Australia
safety of self and
others
Safe work Australia Acts This is intended to improve the safety and work
health of the people and take care of the worker’s
compensation in Australia
fair trading and
competition
Fair trading laws To protect business from any kind of unfair trade
practices, encourage businesses to operate
competitively and fairly.
employee and National Workplace Relations This enables the employers, employees, wider
Assessment – BSBMKG418 Version 1 – July 2017

employer relationship System community, contractors to understand the rights
and the responsibilities of the employees and also
helps to enforce the workplace las of Australia.
telemarketing Do not Call Register Act 2006 This act prohibits the people to do those who
don’t want any disturbance advertisements
unsolicited
commercial text (SMS)
message
Spam Act This covers the details about the mobile phone
text messages, emails and any electronic
messages.
broadcast programs The Broadcasting Services Act Contains responsibility for the development of
programs and ACMA acts as an adjudicator to
settle the complaints.
Assessment – BSBMKG418 Version 1 – July 2017

2.2 Obtain information regarding employment opportunities in the industry
Insert your response into the table below:
Employment Opportunity Key Duties
1. Marketing specialist
 Doing market research to know about the trends of the consumer habits,
requirements and trends
 Helping in inbound and outbound activities of marketing
 Developing ideas for the marketing campaigns
 Using services of the external vendors for executing the promotional
campaigns and evenest
 Collaborating with the professions of marketing to increase the bard
awareness and marketing
2. Social media manager
 Deliberate goal setting and planning
 Development of online reputation and brand awareness
 Management of content
 SEO and the inbound traffic generation
 Cultivation of the sales and leads
3. E-mail Marketing manager
 Identify the target audience and growth the kits of emails
 Implement and design the direct marketing camp gains
 Proofread the emails for any mistakes
 Making sure of the mobile friendly templates of emails
 Writing newsletter which includes the updates
4. Search Engine Optimization
Specialist
 Collects, excites and analyses the results and data, identify the insights and
trends that maximum ROI can be obtained
 Reports, tracks and analyze the initiatives and website analytics
 Manage the expenses of campaigns, estimate the costs on monthly basis
and reconciling the discrepancies
 Analyze and research the advertising links of competitors
 Implement and develop the building strategy
5. Product manager
 Developing the position and pricing strategies
 Translating the product strategy to the porotypes and detailed
requirements
 Creating the vision for product both externally and internally
Assessment – BSBMKG418 Version 1 – July 2017

 Work with the engineer teams and deliver the optimal and market
resources
 Get a great understanding of the customer experiences
2.3 Create Information Sheet 2
Task 2
2.3
The information has been discussed in relation to various obligations which have to be fulfilled by the employers for
this marketing industry. These basically apply to all the organizations and some of these are been regulated by the
Acts the operate in the country. The acts prevent any kind of discrimination among the employees and lays down
other conditions so that the work is conducted in the best possible way. They also encourage the fair trading
practices so that the interests of the business and that of customers can be protected. Then information has been
detailed in relation to various employment opportunities available in the field of marketing and how the different
people in this industry have to perform various types of roles. Many type of jobs are available in the marketing filed
especially after digitization.
Assessment – BSBMKG418 Version 1 – July 2017

Task 3: Identify Future Trends Within the Marketing Communications
Industry
In this task, you will identify and access sources of information on the developments for marketing communication
within digital communications technology to scope their relative impact on the industry. Then, you will create the
third information sheet that summarises this information to other stakeholders.
3.1 Research developments for marketing communication within digital
communications technology
Insert your response into the table below:
Area of Communication Digital Communications Technology Description of Use
Advertising Digital advertisements on Internet More reach to customers and this provides
opportunity to do things in an interesting
way
Content Social Media like Facebook People can easily rate, share and discuss the
content and not just consume it.
Public relations Boomerang, ViewedIt, GoTo Meeting This helps the companies to schedule emails
and help the professions of PR to easily
manage things.
Customer data Big data, multiple CSP’s, analytics Helps in understand the customer insights in
a better way., help to identify and prevent
the churn of the customers
Market performance Social media, analytics, mobiles To gauge the market performance by graphs
Sales and lead
management
CRM software Automates the process of sales and helps in
calculating the lead management time.
Commerce ICT used in software Get qualitative information and also the
information usages in communication
technologies
Assessment – BSBMKG418 Version 1 – July 2017

Market visibility Social media presence and impact
analysis
Helps in creating content and get a real time
information
Real-time marketing Impact analysis Get real time information about marketing
Assessment – BSBMKG418 Version 1 – July 2017

3.2 Scope the relative impact of digital communications technology on the industry
Insert your response here: Technology has changed the lives of all people and same is being in the marketing
industry. The media technologies have made it easy to collect the data and then this has been extremely useful for
them. Some of the recent surveys have indicated that the technology has made it easy to improve the responsiveness.
The customer’s information is known is a better wat and target advertisements are more easily targeted and placed
and this has enabled. The marketing plans are customized with this. Then data analytics have aided in gathering
information about the campaigns. Then these technologies have increased the ability to collect more data than the
human brains and they have helped in creating the targeted strategies and this way help in predicting the behaviour
of customers. The companies are also able to increase the content or the search engines. This creates the potential for
the marketers to know about their dislikes, likes and habits. They have superimposed the real life surroundings
information into this. Finally, though clouds the content can be managed from anyplace all around the world. The
recent issues have even highlighted in the task 4 and how they can be solved are also stressed then.
3.3 Create Information Sheet 3
Task 3
The tasks deal with all the issues which have brought changes in the marketing industry after a complete
metamorphosis was bring brought in the digital media technologies. Many things have gone disturbed by as the
companies increasingly got shifted from traditional marketing activities to modern means of marketing. The task in
the 3.1 has discussed the how various digital technologies have been used in relation to the advertising, public
relations in the marketing filed and how the measurement of the response of the customers cannot be easily seen
and measured by the companies. The companies have problems in deciding about the technologies which have to be
used by them and this as per the research is one the top most challenge for the marketers all over the world as the
Assessment – BSBMKG418 Version 1 – July 2017

feedback of various technologies are different. So the decision needs to be taken about the software and tool which
could probably solve all the problems of the marketing. This problem can be solved using a marketing help named
Graoth verse which is an online and interactive marketing technology which helps in visualizations and this focuses in
the business problems in a better way. Then all the information is being discussed how real time information has
become easy with the use of modern technologies.
Task 4: Monitor the Industry and Share Knowledge
In this task, you will conduct formal and informal research on the current issues to the industry. Then, you will share
these updates with the two stakeholders and update the corporate knowledge base.
4.1 Research the current issues of concern to the industry
Power point
4.2 Share updated knowledge with the two stakeholders
You will be observed in a 20 minutes meeting with the two stakeholders. No attachment or response required here.
See Task 4.2 in your Student Assessment Guide.
Assessment – BSBMKG418 Version 1 – July 2017

4.3 Update the corporate knowledge base
Solutions to various problems
Gearing leads and traffic: By proper content promotion, promotion of consumers
Proving the ROI: By using a marketing software and a CRM software as this helps in finding out that which lead is
generating highest ROI.
Planning for budget: By able to prove that such a marketing effort would help in generating this much ROI, inbound
marketing
Website management: After doing a deep analysis of the performance and the elements of the websites and by
analysing all the aspects from the lead time of the website to the mobile-friendliness of it.
Assessment – BSBMKG418 Version 1 – July 2017

For Assessor Use Only
Task Outcome Sheets
The Outcome Sheet below is for the simulation tasks that the student is required to complete. Assessors, tick ‘S’ if the
student achieved a satisfactory outcome for an assessment task and ‘NYS’ if the student does not meet these
requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column.
For your judgement on the student’s overall performance, tick ‘Satisfactory’ if the student achieves a satisfactory
outcome for all of the tasks or ‘Not-Yet-Satisfactory’.
Assessment Event - Simulation
Assessment Event S NYS Comments
Task 1:
Develop knowledge
of the marketing
communications
industry
Sub Task
1.1
Sub Task
1.2
Sub Task
1.3
Sub Task
1.4
Sub Task
1.5
Sub Task
1.6
Sub Task
1.7
Sub Task
1.8
Sub Task
1.9
Assessment – BSBMKG418 Version 1 – July 2017

Assessment Event S NYS Comments
Sub Task
1.10
Task 2:
Identify industry
employment
obligations and
opportunities
Sub Task
2.1
Sub Task
2.2
Sub Task
2.3
Task 3:
Identify future
trends within the
marketing
communications
industry
Sub Task
3.1
Sub Task
3.2
Sub Task
3.3
Task 4:
Update industry
knowledge
Sub Task
4.1
Sub Task
4.2
Sub Task
4.3
The student’s overall performance is  Satisfactory  Not-Yet-Satisfactory
Assessor Signature: Date:
Assessment – BSBMKG418 Version 1 – July 2017

Assessment Outcome Sheet
Student ID Family Name First Name
Course
Code Course Title
Unit Code BSBMKG418 Unit Title Develop and Apply Knowledge of Marketing Communication
Industry
Assessment Outcome
Assessor, please tick and date the student’s final outcome of this assessment:
Initial Submission Date Re-submission 1 Date Re-submission 2 Date
C NYC ___/___/____ C NYC ___/___/____ C NYC ___/___/____
Assessor’s Feedback
Assessor, please provide your comments on the student’s final outcome of this assessment:
Assessor Full Name Signature Date
Receipt of Student’s Assessment
Assessor, you must provide the completed copy of this receipt to the student as an evidence of submission of their
Assessment – BSBMKG418 Version 1 – July 2017

assessment to you.
Student ID Family
Name
First
Name
Course Code Course Title
Unit Code BSBMKG41
8 Unit Title Develop and Apply Knowledge of Marketing Communication
Industry
Due Date __/__/___ Date
Received
__/__/
___
Extension
Approve
d
Y  N 
Date
Approve
d
__/__/___
Initial Submission  Re-submission 1  Re-submission 2

Assessor’
s
Signature
Assessment – BSBMKG418 Version 1 – July 2017

Student Feedback Form
Dear Student,
We are keen to improve our products and services, and assessment tools are a key part of this. Therefore, we would
welcome your feedback on the assessment. If you could take a few minutes to complete the form below, it would be
greatly appreciated. Please provide thoughtful responses as your opinions are highly valued.
Yes No Questions
Y   N Did the assessment cover the training you received for this unit?
Y   N Were the tasks in Assessment Event based on realistic activities that you would expect to be doing
in a workplace?
Y   N Did you understand the assessment instructions?
Y   N Were the tasks easy to understand?
Y   N Did the Assessor set up and run the simulation professionally?
Y   N Was the Assessor’s decision fair?
Y   N Was the Assessor’s feedback specific?
Y   N Was the Assessor’s feedback comprehensive?
Y   N Was the Assessor’s feedback constructive?
Y   N Was the Assessor’s feedback timely?
Y   N Were you satisfied with your effort in this assessment?
What would you change about this assessment?
What could the Assessor have done differently to improve the
assessment process and/or assessment feedback?
Assessment – BSBMKG418 Version 1 – July 2017

Overall, what was the most significant challenge of this assessment?
Overall, what did you like the most about this assessment?
Do you have any other comments?
References
References
7 Big Problems in the Marketing Industry. (2018). Retrieved from
https://www.ama.org/publications/MarketingNews/pages/7-big-problems-marketing.aspx
Definition of Marketing Mix | What is Marketing Mix ? Marketing Mix Meaning - The
Economic Times. (2018). Retrieved from
https://economictimes.indiatimes.com/definition/marketing-mix
Dominici, G. (2009). From Marketing Mix to e-Marketing Mix: a literature overview and
classification. International Journal Of Business And Management, 4(9). doi:
10.5539/ijbm.v4n9p17
Assessment – BSBMKG418 Version 1 – July 2017

Gök, O., & Hacioglu, G. (2010). The organizational roles of marketing and marketing
managers. Marketing Intelligence & Planning, 28(3), 291-309. doi:
10.1108/02634501011041435
How Technology Has Influenced the Marketing Industry. (2018). Retrieved from
http://thevisualcommunicationguy.com/2017/04/17/how-technology-has-influenced-the-
marketing-industry/
Jiménez-Marín, G. (2018). Shopping as a selling strategy for tourism: combination of marketing
mix tools. IROCAMM-International Review Of Communication And Marketing Mix, (1), 67-
87. doi: 10.12795/irocamm.2018.i1.05
Kolowich, L. (2018). 8 of the Top Marketing Challenges Marketers Will Face This Year [New
Data]. Retrieved from https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-
challenges-marketers-face-and-how-to-solve-them.aspx
Product Manager job description template | Workable. (2018). Retrieved from
https://resources.workable.com/product-manager-job-description
Pulido Polo, M. (2018). Acts or events? A perspective from the marketing mix. IROCAMM-
International Review Of Communication And Marketing Mix, (1), 56-66. doi:
10.12795/irocamm.2018.i1.04
Srivastava, R. (2012). Shift of Marketing Mix to E-Marketing Mix: The Birth to New Era. SSRN
Electronic Journal. doi: 10.2139/ssrn.1992936
THE MARKETING MIX: A REVIEW. (2014). ELK Asia Pacific Journal Of Marketing And
Retail Management. doi: 10.16962/eapjmrm/issn.2349-2317/2014/v5i4-03
Yelkur, R. (2000). Customer satisfaction and the services marketing mix. Services Marketing
Quarterly, 21(1), 105-115. doi: 10.1080/15332969.2000.9985409
Assessment – BSBMKG418 Version 1 – July 2017

APPENDICES:
ADDITIONAL DOCUMENTS:
The following is the list of documents used in an assessment:
1. Style Guide
2. Info sheet 1
3. Info sheet 2
Assessment – BSBMKG418 Version 1 – July 2017

4. Info sheet 3
Style Guide – Provided as a separate document
Info sheet 1 – Provided as a separate document
Info sheet 2 – Provided as a separate document
Info sheet 3 – Provided as a separate document
Assessment – BSBMKG418 Version 1 – July 2017