Marketing Communication - Assignment

This report is on "BSBMKG417 Apply marketing communication across a convergent industry".  This assessment centers on the Crystal Apple case study, an Australian jewelry brand with nationwide retail stores. You will act in the capacity of a Brand Strategist to further enhance the branding of Crystal Apple in line with the company’s business needs. We will understand the performance level required for each assessment event. As the Brand strategist, you will be responsible for establishing divergent marketing communication solutions within the convergent environment.

Assessment – BSBMKG417 Version 1 – July 2017
Student Assessment Workbook
BSBMKG417
Apply Marketing Communication Across a
Convergent Industry
Student Full Name:
Student ID:
Date Submitted:

Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG417Apply Marketing Communication Across a
Convergent 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: Crystal Apple
You will complete a number of tasks associated with constructing and applying convergent marketing
communication solutions in accordance to client requirements as specified.
This assessment centres on the Crystal Apple case study, an Australian jewellery brand with nationwide
retail stores. You will act in the capacity of a Brand Strategist to further enhance the branding of Crystal
Apple in line with the company’s business needs.
To complete the Simulation, you will need to refer to the following resources:
Policy and Procedure
Template:
Word template which you will use in Task 2.2 to write policy and procedures that
support the implementation of convergent tools and techniques.
Performance Data: Once you implement your convergent tools and techniques in Task 2.3, your
Assessor will check your work and provide you the outcome of your solutions.
Based on this data, you will make the necessary changes.
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.
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
Assessment – BSBMKG417 Version 1 – July 2017

 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.
Assessment – BSBMKG417 Version 1 – July 2017

Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG417Apply Marketing Communication
Across a Convergent 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
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.
Assessment – BSBMKG417 Version 1 – July 2017

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 – BSBMKG417 Version 1 – July 2017

Assessment Event: Crystal Apple Simulation
You will participate in a simulation centred on a contemporary jewellery chain, Crystal Apple. As the Brand
Strategist, you will be responsible for establishing divergent marketing communication solutions within the
convergent environment.
Task 1: Identify the Convergent Environment
In this task, you will review Crystal Apple’s requirements and set the groundwork for your convergent
environment.
1.1 Review and identify the role of the traditional siloed sectors to client
requirements
Each of the sectors in the organization has titles thus giving us an overall idea of the numerous functions of
the sectors. The sales are actually the siloed which may lead with the clients thus presenting the brand
image. Marketing is indeed a sector that ascertains both the service and product design ( Hackley, 2018).
However, in the traditional or conventional siloed, they normally work using their own procedures and
policies which ultimately makes the problem solving process to become more difficult.
1.2 Identify the potential points of integration to unify across an integrated offering
Insert your Brand Interaction Points (BIP) with metrics into the table:
BIP Interaction Metric
Email
marketing
 Fostering of serious loyalty among
customers through the creation of
direct links with the consumers
 Communicating and sharing
updates with existing clients
(Boateng, Owusu-Bempah &
Ansong, 2018).
Establishment of a brand as being a
reliable “reference point” for the
consumers.
Social media
 Through publishing of business
videos, links, and photos on
Facebook, Instagram, and Twitter
to reach many individuals.
 Use of social media platforms on
the Smartphones to spread word
about the business
Drives a number of sales and leads
Tradeshow
 Deals with the selection of the A brand is a memory and thus customers
Assessment – BSBMKG417 Version 1 – July 2017

best brands in order to effectively
capture the attention of potential
customers.
 Trade shows enables customers to
interact with the company
through its products and through
advertising.
ensure that such a memory is reinforced
through the creation of experience with a
company’s brand.
E-commerce
site
 Can be used in the creation of
points of engagement by
customers through the online
shops where customers can even
and even make purchase online
(Paulus, 2018).
 It provides excellent user
experiences to the customers.
This helps in giving customers satisfaction
through embracing checkpoints such as
enhanced searches, clear navigation of the
site, and even easy options of checkouts.
Public relations
 Helps in provision of brand
education thus helping a company
with the management of any
brand crises.
 It offers total brand experience
through social media
engagements
Employees of a company can be requested
to help in the internal brand building
through bearing the company’s logo and
helping to spread the word about the
company and the values that it embraces.
Print Media
Mobile App
Insert your potential points of integration:
 These can be used in the creation of two way communication also known as engagement which is
quite important for the success of an organization.
 Public relations professionals are indeed the voice of the brand in TV, print, radio, and the online
community and thus they provide a good opportunity for the consumers and the general public to
effectively interact with a company’s brand (Dahiya & Gayatri, 2018).
 E-Commerce presents consumers with an opportunity to see instructional videos on how a certain
product is used and thus increasing the likelihood of them buying the product.
 Customer engagement can also be created through E-Commerce through creation of engaging
content for the audience which is liked by them or through something which is associated to the
company’s brand and addition of value to readers.
Assessment – BSBMKG417 Version 1 – July 2017

1.3 Establish the roles of the customer within the convergent environment
Insert your customer drivers and descriptions into the table:
Driver Reason for Shift
Advancement of technology Evolvement of media in order to become more interactive and portable to
individuals. There is need for a company to ensure that there is effective
combination of both customer service and feedback using the online
platforms (Chang, 2018). The company can use LinkedIn and Facebook
as well as other media platforms in order to win the customers from their
airlines.
Convergence It gives a perfect opportunity to brands and marketers to implant new
ideas. It is important to ensure that the organization is effectively adapted
for the convergence since it can be used as a cycle for the testing,
building, learning, and even in some circumstances destruction. It is
important for the organization to focus on the enhancement of the
customer journey through following of the customers (Lee, Jeong & Oh,
2018).
Culture Helps in the total alignment of changes that are occurring in the society.
For instance if a company has been consistent with messaging, then it
should continue doing so.
Achievement of sales and
CRM
To increase the influence on the audience. It is important for the company
to ensure that its marketing, public relations, as well as public relations
initiatives are effectively balanced using content strategy that has been
defined clearly (Al Idrus & Ahmar, 2018). The company should also
ensure that it merges
List your strategies here:
 Putting customers at the centre. Thinking of a brand as a service and experience. Rejection of silos. Acting like a startup Embracing diversity (Kang & Park, 2018).
1.4 Confirm and ensure that messages can be unified across an integrated offering
The potential points associated with integration are indeed areas in the different sectors which have the
potential of combining or working closely in order to enhance the business operations. For instance, sales is a
sector that has the ability of precisely informing a marketing department of an organization on the
effectiveness of the marketing campaigns. Such messages can include among others:
Assessment – BSBMKG417 Version 1 – July 2017

 Having a clear understanding of the targeted audience.
 Picking effective communication and advertising channels.
 Having a consistent look through ensuring that the visual identity is consistent.
 Employ the use of the mobile marketing tips –creation of consistent and clear content that can easily
be repurposed or adapted in order to suit the different media channels or media.
 Ensure that the messaging of the company is well integrated and effectively set up in order to drive
traffic in the ultimate targets.
 Ensure that the marketing teams or agencies are working in synchronization-Facilitate the team
meetings so as to ensure all the members read from the same script.
 Track the company’s coupons and campaigns through putting relevant attribution and analytics
methods so as to comprehend whether the company is achieving the results or the conversions.
1.5 Identify relevant and current legislation, regulations and policies
Insert your responses into the table:
Legal Requirement Summary of Key Provisions
The Australian Consumer law-the Trades
Practices Act
This is a national law that is aimed at ensuring that
there is fair trading as well as consumer protections.
The “Australian Competition and Consumer
Commission” (ACCC)
This is the national agency for the Australian Federal
Government that generally deals with matters to do
with competition. It is thus aimed at promoting both
fair trade and competition
The Australian Policy and Regulatory
Considerations for the New and emerging
services
This was published in June 2006
The Legislative Approach This is comprised of developing legislations which
responds to convergence in the intermediate terms or
in the anticipation of the convergence trends. It is
important to note that the legislative solutions are
known to define the new laws or even develop new
“regulatory frameworks” that respond towards
convenience and guiding of future policy directions.
This can be achieved through the development and
implementation of reforms for the whole legal
framework for the telecommunications or through
amendments to the existing laws (Ali et al, 2018).
One significant advantage that is associated with the
legislative approach is that it permits the introduction
of new frameworks that can deal with convergence
without necessarily imposing regulations.
The Australian Business and Environment Laws These laws are aimed at governing the manner in
Assessment – BSBMKG417 Version 1 – July 2017

Legal Requirement Summary of Key Provisions
which business entities interact with their supplies,
customers, and other stakeholders. The Australian
Consumer law or the ACL thus provides regulations on
the unfair contracts.
Assessment – BSBMKG417 Version 1 – July 2017

Task 2: Prepare and Apply Convergent Marketing Communications
In this task, you are required to identify, evaluate, select, and create convergent tools and techniques in line
with Crystal Apple’s organisational goals.
2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC
space
Insert your responses into the table:
Tools and
techniques
Evaluation
Competition laws These are statutory laws that are aimed at ensuring that trading is fair for both
consumers and businesses. It is administered by the ACCC.
Consumer Laws This ACL is aimed at providing regulations on the unfair contract terms, product
safety laws, consumer rights guarantees, penalties, among others.
Product liability
Regulations
This is aimed at regulating the safety of products and information standards (Yan
et al, 2018).
Environmental
legislation
The State, the Australian Government, the territory governments, as well as the
local governments are known to jointly administer the issue of environmental
protection.
2.2Write organisational policy and procedures for the convergent tools and
techniques
 Meet leaders to ensure that the procedures and policies are feasible.
 Ascertain best formats for policies.
 Make procedures and policies to become accessible to employees.
 Set deadlines for each procedure and policy to be acknowledged.
 Determine best ways for measuring comprehension of policies and procedures.
2.3Create the convergent tools and techniques Should be appropriate
 Should be easy to use by all and sundry in the organization
 Should be user friendly.
2.4Review and confirm the fit-for-purpose and cost effectiveness of tools and
techniques
The techniques were made with an aim of ensuring that it was compatible for all and sundry in all situations.
Assessment – BSBMKG417 Version 1 – July 2017

Task 3: Engage with Experts and Maintain Relationship
In this task, you will hold a meeting with an industry expert to gain feedback on your convergent tools and
techniques created in Task 2.
3.1 Identify sector and technology specific experts
Insert your responses into the table:
Specialist How can assist
Marketing
 How best to market products
HRM specialists
 How best to handle employees
Accountants
 Audit the assets of the organization
IT experts
 Safeguard the cyber security of the firm (Giachetti, 2018).


3.2 Establish and maintain expert and business networks
Insert your networks and descriptions into the table:
Expert and Business Networks Description
Consumers Become aware of their needs
Suppliers Ensure their needs are well satisfied
employees Become aware of their problems.
leadership Make the best management decisions
Shareholders Ensure they earn profits
Insert your screenshots here:
3.3 Engage the use of sector and technology specific expert
Ensure that questions that are set are appropriate for the business environment. Ensure that they can easily
be comprehended by the audience (Seo & Park, 2018).
3.4 Improve convergent tools and techniques in consultation with the expert
The tools and techniques should be made in accordance with the business needs and wants.
Assessment – BSBMKG417 Version 1 – July 2017

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:
Identify the
Convergent
Environment
Sub Task
1.1
Sub Task
1.2
Sub Task
1.3
Sub Task
1.4
Sub Task
1.5
Task 2:
Prepare and Apply
Convergent
Marketing
Communications
Sub Task
2.1
Sub Task
2.2
Sub Task
2.3
Sub Task
2.4
Task 3:
Engage with
Experts and
Maintain
Relationship
Sub Task
3.1
Sub Task
3.2
Assessment – BSBMKG417 Version 1 – July 2017

Assessment Event S NYS Comments
Sub Task
3.3
Sub Task
3.4
The student’s overall performance is Satisfactory Not-Yet-Satisfactory
Assessor Signature: Date:
Assessment – BSBMKG417 Version 1 – July 2017

Assessment Outcome Sheet
Student ID Family Name First Name
Course
Code Course Title
Unit Code BSBMKG41
7 Unit Title Apply Marketing Communication Across a Convergent
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 to you.
Assessment – BSBMKG417 Version 1 – July 2017

Student ID Family
Name
First
Name
Course Code Course
Title
Unit Code BSBMKG41
7 Unit Title Apply Marketing Communication Across a Convergent
Industry
Due Date __/__/___ Date
Received
__/__/
___
Extensio
n
Approve
d
Y N 
Date
Approve
d
__/__/___
Initial Submission  Re-submission 1  Re-submission 2
Assessor’
s
Signature
Assessment – BSBMKG417 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?
To be added more words so that
pertinent issues can be addressed
Assessment – BSBMKG417 Version 1 – July 2017

What could the Assessor have done differently to improve the
assessment process and/or assessment feedback? Could have used dotted lines unlike
prescribed spaces which have made
formatting complex
Overall, what was the most significant challenge of this
assessment? It was difficult to ascertain all the terms
and conditions
Overall, what did you like the most about this assessment?
It made me become aware of the
numerous laws and policies
Do you have any other comments?
No
Assessment – BSBMKG417 Version 1 – July 2017

APPENDICES:
The following is the list of additional documents required to complete the assessment:
1. Policy and Procedure template
Policy and Procedure template:
Crystal Apple <insert policy title>
Approving Authority <insert approving authority>
Approval Date <insert date of approval>
Next Scheduled Review <insert date of review>
Purpose <insert policy purpose>
Category <insert the department the policy belongs to>
Key Words <insert the key words that relate to the policy>
File Number <insert a unique file number>
Related Legislation and
Regulations <insert the list of legislations and regulations related to the policy>
Assessment – BSBMKG417 Version 1 – July 2017

References
Al Idrus, S. and Ahmar, A.S., 2018. The effect of organizational learning on market orientation moderated
by job satisfaction. Cogent Business & Management, p.1475048.
Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. and Ryu, K., 2018. An assessment of the use of
partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal
of Contemporary Hospitality Management, 30(1), pp.514-538.
Boateng, R., Owusu-Bempah, E. and Ansong, E., 2018. An Absorptive Capacity Perspective of
Organizational Learning Through Social Media: Evidence From the Ghanaian Fashion Industry. In
Evaluating Media Richness in Organizational Learning (pp. 49-81). IGI Global.
Chang, Y., 2018. Perceived message consistency: Explicating how brand messages being processed across
multiple online media. Computers in Human Behavior, 85, pp.125-134.
Dahiya, R. and Gayatri, 2018. A Research Paper on Digital Marketing Communication and Consumer
Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global
Marketing, 31(2), pp.73-95.
Giachetti, C., 2018. Explaining Apple’s iPhone Success in the Mobile Phone Industry: The Creation of a
New Market Space. In Smartphone Start-ups (pp. 9-48). Palgrave Macmillan, Cham.
Hackley, C., 2018. Advertising, marketing and PR: Deepening mutuality amidst a convergent media
landscape. In The Advertising Handbook (pp. 58-68). Routledge.
Kang, M.Y. and Park, B., 2018. Sustainable Corporate Social Media Marketing Based on Message
Structural Features: Firm Size Plays a Significant Role as a Moderator. Sustainability, 10(4), p.1167.
Assessment – BSBMKG417 Version 1 – July 2017

Lee, S., Jeong, M. and Oh, H., 2018. Enhancing customers’ positive responses: Applying sensory marketing
to the hotel website. Journal of Global Scholars of Marketing Science, 28(1), pp.68-85.
Paulus, C., 2018. Marketing Communication Performance Management in Industrial Project Business
(Doctoral dissertation, University of St. Gallen).
Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing activities on brand equity
and customer response in the airline industry. Journal of Air Transport Management, 66, pp.36-41.
Yan, X., Shah, A.M., Zhai, L., Khan, S. and Shah, S.A.A., 2018, January. Impact of Mobile Electronic Word
of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia.
In Proceedings of the 51st Hawaii International Conference on System Sciences.
Assessment – BSBMKG417 Version 1 – July 2017