Developing an Integrated Marketing Communication Plan for FitLife

Assessment Workbook
BSBMKG523
Develop and design an integrated marketing
communication plan

1. Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG523 Design and Develop an Integrated
Marketing Communication Plan.
This 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 two events:
Assessment Event 1 – Knowledge Questions
There are four questions that will provide us with evidence on your understanding of the concepts of
principles and purposes of marketing particularly the trends occurring in the macro environment, consumer
behaviour, legislation and types of media vehicles.
Assessment Event 2 – Case Study: Develop a marketing communication plan
You will complete a number of tasks in developing a communication plan which is based on the FitLife case
study. To achieve this, you will demonstrate your skills in determining marketing communication
requirements, design a marketing communication plan and develop a creative brief for the selected media
vehicles.
To complete the Simulation, you will need to refer to the following resource:
FitLife Strategic Brief A strategic brief that details the FitLife background including the organisation’s
marketing mix, current market trends, past media performance, and media
consumption rates by age groups.
Please note that their responses for both assessments can (where appropriate) use dot point format. See
below of an example of a dot point answers and a full sentence:
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 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.
BSBMKG523 Page 2

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.
2. Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBRSK501 Manage Risk. 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 C
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.
BSBMKG523 Page 3

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.
BSBMKG523 Page 4

3. Assessment Event 1 – Knowledge Questions
The information contained in this section lists the questions that you will need to develop a written response.
These questions are theoretical and provide evidence of your understanding of tools, documents, processes,
and legislative context in relation to designing and developing a marketing communication plan.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result
with each question to be deemed satisfactory for the whole of Assessment Event 1.
4. Question 1
Describe each of the five principles of consumer behaviour and for each one provide an example of how it
influences buying behaviour.
Cultural
This principle posses deepest impact
on customer behaviour as they prefer
to use only those products which is
ethical according to their culture.
Factor for this principle are
subculture and social class.
People in Australia will buy those
products which are effective, shows
youthfulness, made of comfortable
material.
Social
This buying principle is linked with
society and their norms. People in
Australia are very social and open
minded. Factors associated with this
principle are family, status and social
role of people.
Rich class in Australia will buy
products to show off their status and
poor people will purchase products
to satisfy their needs.
Personal
People mainly buy commodities to
satisfy their personal desires. Factors
associated with this principle are age,
occupation, economic situation and
lifestyle of buyer.
Young individuals will buy modern
and advance products. Aged people
requires those products which are
comfortable and easier to use.
Psychological General factors which are linked with
this principle are perception,
Some people in Australia will buy a
service or product if they believe
BSBMKG523 Page 5

motivation, belief, attitude and
learning.
using that product matches their
perception.
Situational
These are temporary conditions
which decides if a customers will buy
a product or not. It involves time,
money and physical factor.
In case of dinning, people will not
buy cornflakes instead they will
prefer proper meal.
5. Question 2
Describe each of the marketing communication options.
Marketing communication
options
Explanation
Advertising
It is a highly prevalent communication tool that helps business firms
in sharing information of service or product to large audience. For ex,
radio, television, magazine, newspapers etc.
Packaging
With the help of effective packaging, a firm can attract millions of
customers. Effective packaging will benefits in clearly depicting
product and brand names, pointing out benefits etc.
Personal selling
This communication tool provides two sided interaction where
consumers can ask their queries before buying a product. This help
company in promoting unique features of their product.
Publicity and public relations
This tool helps a company in assuring positive image in front of
people. This marketing communication tool include press releases,
interviews, sponsorship etc.
Sales promotion
It involve contests, product demonstration, free samples and coupons
so that people can properly acknowledge about the products that are
offered by a company.
BSBMKG523 Page 6