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Marketing Communication - Assignment

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Added on  2021-05-31

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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.

Marketing Communication - Assignment

   Added on 2021-05-31

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Assessment – BSBMKG417Version 1 – July 2017Student Assessment WorkbookBSBMKG417Apply Marketing Communication Across aConvergent IndustryStudent Full Name:Student ID:Date Submitted:
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Assessment InformationWelcome to your Student Assessment Workbook for BSBMKG417Apply Marketing Communication Across aConvergent Industry.This Student Assessment Workbook is where you will write all your responses for the knowledge questionsand simulation tasks. Please refer to the Student Assessment Guide for more information.This assessment has the following Assessment Event:Assessment Event – Simulation: Crystal AppleYou will complete a number of tasks associated with constructing and applying convergent marketingcommunication solutions in accordance to client requirements as specified.This assessment centres on the Crystal Apple case study, an Australian jewellery brand with nationwideretail stores. You will act in the capacity of a Brand Strategist to further enhance the branding of CrystalApple 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 thatsupport the implementation of convergent tools and techniques.Performance Data:Once you implement your convergent tools and techniques in Task 2.3, yourAssessor 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 formatPresentation Plan includes the following:outcomesneeds of the audiencecontext.Full sentence formatWhen you are preparing for a presentation, there are a number of tasks thatmust 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 havecompleted these two tasks you then check on the room that you will beconducting the presentation in.To Achieve CompetenceTo 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 Workbookmeet all the requirements listed in this Student Assessment Guideyour responses to the questions and tasks must be relevant, accurate and specific Assessment – BSBMKG417Version 1 – July 2017
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submit your completed Student Assessment Workbook to your Assessor within the set timeframesyour work must be in your own wordswhere you use an external source of information, you must provide citation.Assessment – BSBMKG417Version 1 – July 2017
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Pre-assessment ChecklistYour assessor will go through the assessment for this unit, BSBMKG417Apply Marketing CommunicationAcross a Convergent Industry. It is important that you understand this assessment before taking on thequestions and tasks. To confirm that you have been given this overview, we ask you to complete thefollowing Pre-Assessment Checklist.You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm yourunderstanding 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 yourTrainer/Assessor has discussed all of the information with you prior to undertaking this assessment.Pre – assessment ChecklistCommentsY NI, the student, understand the purpose of the assessment.Y NI understand when and where the assessment will occur, who will assess and in what format the assessment will be submitted.Y NI understand the methods of assessment.Y NI understand what resources are required to complete this assessment.Y NI understand the performance level required for each assessment event.Y NI 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 NI understand the process if I am deemed not yet competent.Y NI understand the feedback process and the appeals process.Assessment – BSBMKG417Version 1 – July 2017
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Y NThe assessor has discussed with me if I have any special needs and if so what arrangements have been made.Student Full NameStudent IDStudent SignatureDateAssessment – BSBMKG417Version 1 – July 2017
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Assessment Event: Crystal Apple SimulationYou will participate in a simulation centred on a contemporary jewellery chain, Crystal Apple. As the BrandStrategist, you will be responsible for establishing divergent marketing communication solutions within theconvergent environment.Task 1: Identify the Convergent EnvironmentIn this task, you will review Crystal Apple’s requirements and set the groundwork for your convergentenvironment.1.1 Review and identify the role of the traditional siloed sectors to clientrequirementsEach of the sectors in the organization has titles thus giving us an overall idea of the numerous functions ofthe sectors. The sales are actually the siloed which may lead with the clients thus presenting the brandimage. 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 andpolicies which ultimately makes the problem solving process to become more difficult. 1.2 Identify the potential points of integration to unify across an integrated offeringInsert your Brand Interaction Points (BIP) with metrics into the table:BIPInteraction MetricEmail marketingFostering of serious loyalty amongcustomers through the creation ofdirect links with the consumersCommunicating 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 mediaThrough 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 businessDrives a number of sales and leads TradeshowDeals with the selection of the best brands in order to effectively A brand is a memory and thus customers ensure that such a memory is reinforced Assessment – BSBMKG417Version 1 – July 2017
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