BSBMKG418: Fusion Marketing - Marketing Communication Knowledge

This assignment is a simulation focusing on the marketing communication industry, particularly within the context of Fusion Marketing, a professional marketing agency. The student, acting as a Marketing Communications Officer, researches and reports on various aspects of the industry, including its structure, sectors, associations, societal role, stakeholders, employment obligations and opportunities, and digital trends. The simulation involves identifying and accessing credible information sources, evaluating organizational structures, describing integrated marketing communication plans, and analyzing the impact of digital communications technology. The assignment also includes creating information sheets to monitor the industry and sharing knowledge with internal and external stakeholders, demonstrating a comprehensive understanding of the marketing communication landscape and its various components.

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.
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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
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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.
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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
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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
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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
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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.
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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