Marketing Communication Industry Assignment
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Added on 2021-02-20
Marketing Communication Industry Assignment
Added on 2021-02-20
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1.AssessmentInformationWelcome to your Student Assessment Workbook for BSBMKG418 Develop and Apply Knowledge ofMarketing Communication 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 – BSBMKG418Version 1 – July 2017AssessmentWorkbookBSBMKG418Develop and ApplyKnowledge of MarketingCommunication Industry
To complete the Simulation, you will need to refer to the following resources:Please note that your responses for both assessment events can (where appropriate) use dot point format. Seebelow an example of a dot point response and a full sentence response.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 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.2.Pr-assessment ChecklistYour assessor will go through the assessment for this unit, BSBMKG418 Develop and Apply Knowledge ofMarketing Communication Industry. It is important that you understand this assessment before taking on theAssessment – BSBMKG418Version 1 – July 2017Assessment Event – Simulation: Fusion MarketingYou will complete a number of tasks associated with researching and reporting information on themarketing communication industry in the context of industry structure, sectors, associations, networks,societal role, stakeholders, employment obligations and opportunities, digital trends, and issues ofconcern to the industry.This assessment centres on the Fusion Marketing case study, a professional marketing agency with ateam of professional marketing consultants helping their clients to achieve their marketingcommunication goals. You will act in the capacity of a Marketing Communications Officer to supportmarketing communication activities of the organisation.Fusion Marketing Style Guide:Organisational Style Guide that is designed to set standards and ensureconsistency in document production. You must conform to the standards asoutlined in this document when producing your information sheets.Template 1 (Infosheet 1):A word-processing template which you will use when creating the requiredinformation sheet in Task 1.Template 2 (Infosheet 2):A word-processing template which you will use when creating the requiredinformation sheet in Task 2.Template 3 (Infosheet 3):A word-processing template which you will use when creating the requiredDot 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 that mustbe carried out. These are listing the outcomes that you want to achieve, followedby the identification of the needs of your audience. When you have completedthese two tasks you then check on the room that you will be conducting thepresentation in.
questions and tasks. To confirm that you have been given this overview, we ask you to complete thefollowing Pr-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 underthe ‘Comments’ column.When you have done this, we ask you to sign this Pr-Assessment Checklist. This acknowledges that yourTrainer/Assessor has discussed all of the information with you prior to undertaking this assessment. Assessment – BSBMKG418Version 1 – July 2017Pre – assessment ChecklistCommentsYNI, the student, understand the purpose of the assessment.YNI understandwhen and where the assessment will occur, who will assess and in what format the assessment will be submitted.YNI understand the methods of assessment.YNI understand what resources are required to complete this assessment.YNI understand the performance level required for each assessment event.YNI understand that it must be my own work. I have been explained and understand the serious consequences in case this work is found plagiarised.YNI understand the process if I am deemed not yet competent.Student Full NameStudent IDStudent SignatureDate
3.Assessment Event – Fusion Marketing SimulationIn this assessment, you will undertake a number of tasks associated with researching critical information onthe marketing communication industry and reporting to key internal and external stakeholders of FusionMarketing. In this simulation, you will perform the following actions:research information on the industry as requiredcreate information sheets to regularly monitor the industry as typical work roleestablish and maintain a corporate knowledge baseconduct a face-to-face meeting with internal and external stakeholders to share knowledge.1.Task 1: Develop Knowledge of the Marketing Communications IndustryIn 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 marketingcommunication industry, industry sectors, associations, networks, societal role, and key stakeholders. 2.1.1 Identify and access sources of information on the industryInsert your response into the table below:3.1.2 Identify the industry structure and client operating environmentInsert your response into the table below:Assessment – BSBMKG418Version 1 – July 2017Information sourceDescription of credibility to the market1.Websites Credibility level of websites is now become very increasing and very important tounderstand. It is beneficial and more flexible to gathered data from the differentplaces. 2.Newspaper Newspaper is the another way to gain information and knowledge for marketingcommunication industry. In terms of Credibility level newspaper has beendecreased and facing competition from digital platforms which has been drop inreadership (Crane, Kawashima and Kawasaki, 2016). 3.Friends & familyThis is the another source of marketing communication which is very effective in terms of promoting things. Friends & family are highly connected with the society that will be beneficial for marketing communication industry. So in terms of that, this source is highly credible to gain information. 4.Experts /MentorsExperts and mentors are experienced and knowledgeable persons within the industry who always support with good ideas and thoughts. Its credibility level is high in terms of making powerful strategies of marketing. 5.Business magazinesBusiness magazines generally have lots of stuff which is unique and latest in trends, So in that manner, it is extremely credible for the marketing communication such magazines are Forbes, Bloomberg or Business week.
4.1.3 Evaluate the organisational structureInsert your responses here: Assessment – BSBMKG418Version 1 – July 2017ParticipantsDescription1.Government The role of government is to accelerate the industry as per the ideology, political,administrative level. Along with that, government also prepare code of conduct,defines ownership, prepare conditions to transfer financial, intellectual propertyetc. besides, government also try to encourage foreign investment and encouragebusiness capabilities. Somehow, the implications of government might affect theindustry profitability. 2.Ruling Organizations Ruling organisation generally belongs to the third sector of society which isdifferent from legal government bodies. Such regulatory bodies are work for noprofits (Descubes, McNamara and Claasen, 2018). Somehow it affect themarketing communication industry while performing or implementing the strategicplans for business growth. Marketing communication industry should maintainedthe good terms with these companies in order to seek good image in the market.3.ACCCACCC stands for Australian Competition & Consumer Commission. ACCC isresponsible for economic regulations of the communications sector which includestelecommunication and the National Broadband Network (NBN), broadcasting.The main purpose of this institution is to promote the awareness and honestyamong the businesses and consumers. However, it is necessary for the marketingcommunication industry to comply with Australian competition, fair trading tosecure business against laws and regulations. 4.Advertising AgencyAdvertising agencies role is to promote the client product or services by implyingthe different unique & innovative tactics. Besides, choosing the right Ad media,Branding, Blogs and Beyond strategic partners etc. So in such a manner theseAdvertising agency will help marketing communication industry to gain morepublicity and public reactions that helpful for business growth. 5.CustomersCustomers are the significant player that directly affect the business profits. Fusionmarketing communication industry should always need to focus on the currenttrends that helpful to make the effective learning outcome goals and bring the best
Review the structure : Traditional marketing department structure is under siege from the impact ofnew technologies. In the marketing communication structure it Majorly consists some essential functionssuch as vice president of marketing, Marketing Manager and Marketing director, Marketing researcher tolearn about the target customers public relationship managers, Designer and creative services etc. Vicepresidents of marketing which responsible for planning, creating the business strategies. Current Fusion Marketing business structure consists two departments Traditional marketing directorand digital marketing director. Under traditional marketing director, public relation, offline advertising andevent management function has consists (Dileep and Mathew, 2017). On the same side, under digitalmarketing director, Analytic, digital production and online advertising functions are included. Three issues Conflict among departments loyalty : this is the first issue that has been seen that there isimbalance between departments. This structure might also create misunderstanding between otheremployees. Changes required by new management employees : However, Company should always attractnew or fresh talent employees for the organisation development. Lack of control on department : this is another issue that has been seen in this traditional structure.For that company needs to make free flow of all departments (Witten, Frank, Hall and Pal, 2016).Recommended StructureAs per the new suggested structure of marketing communication there will be a three functionalareas strategy & Leadership, Brand Marketing, Demand Generation and Product Marketing. Strategy & LeadershipForecasting Marketing performance reportsCross functional go to market Brand StrategyBrand MarketingBrand Management Governance Customer community BuildingDemand GenerationLead ManagementSales EnablementField MarketingProduct Marketing Personal Segments Launch Update Project Management Content MarketingAssessment – BSBMKG418Version 1 – July 2017
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