Develop and Design Integrated Marketing Communication Plan - BSBMKG523

This document is a student's assessment workbook for BSBMKG523, focusing on developing and designing an integrated marketing communication plan. The assessment includes two events: knowledge questions and a case study. The knowledge questions cover consumer behavior principles, marketing communication options, media vehicles, and relevant legislation. The case study involves developing a marketing communication plan for FitLife, a health club, including determining communication requirements, designing a plan, and creating a creative brief. The document includes detailed answers to the questions, explanations of marketing concepts, and a case study analysis, demonstrating an understanding of the principles and practices of marketing communication. The assessment also covers relevant legislation, codes of practice, and national standards impacting marketing operations. The student also demonstrates their interpersonal skills in a simulation activity where they clarify the products and services of the client.

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.
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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.
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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.
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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
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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.
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6. Question 3
Question 3 has two parts: Question 3A and Question 3B, as given below.
7. Question 3A
Provide an explanation for the media vehicles and the advantages and limitation of each of your selected
vehicles.
Television This vehicle is used by
companies to target mass
population. Advertisement under
this vehicle involve both video
and audio.
Cost effective Lack of excessive detail
sharing
Direct mail This vehicle include sending
pamphlets, postcards to loyal
customers so that they can buy
new or existing products.
Highly targets specific
people
Do not cover mass
population
Website This media vehicle benefits a
company in sharing detailed
information of their services or
products.
Targets millions of
people at same time
Technical viewing
problems
Email Under this vehicle, company
send mails to personal Id of
people so that their products can
be acknowledged by their
potential and existing customers.
Fast and reliable way
to share information
Lacks personal touch
Radio This vehicle is local to broadcast
range of radio station.
Affordability Limit advertisers to audio
only
Telemarketing It is a way to sell service or
product via telephone. Company
can easily connect with
Customers are easy to
reach
Start-up cost is expensive
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customers via this vehicle.
Transit media This media vehicle is out of
home advertising where ads are
displayed either in or outside the
vehicle.
Long exposure Difficult to reach specific
segment of people
Television This vehicle is used by
companies to target mass
population. Advertisement under
this vehicle involve both video
and audio.
Cost effective Lack of excessive detail
sharing
8. Question 3B
List three advantages and three disadvantages of selecting multiple media in a media plan.
Advantages Disadvantages
 Benefits in building strong relationship with
customers  Targeting is low due to diversity of audience
 Wide reach  Not suitable for small businesses because of
increased cost.
 Popularize organizational offerings within few
minutes.
 Some media lacks visual components which
reduces effectiveness of products.
9. Question 4
List and explain five relevant legislation, codes of practice and national standards that impacts marketing
operations.
Legislation/Codes/Standards Summary of Key Provisions
1. Copyright Act, 1968
It defines exclusive right subject. This Act specifies the legal
rights of artistic and creative works within Australian Law. In
2004, this law is changed to plus 70 law in line with EU and
USA.
2. Patents Act, 1990 It is a kind of intellectual property law which is linked with new
inventions. Advertisers can protect their advertisements and
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Legislation/Codes/Standards Summary of Key Provisions
communication patterns by this Act so that rivals can't copy their
work.
3. Privacy Amendment Act, 2012
It was initiated to set conduct standards to minimise risks of
legislation breaching, direct marketers, setting benchmarks and
enhance the interest of consumers in business practice of firms.
4. E-marketing code of practice
This Code came into existence by Australian communication
authority. It sets guidelines for sending e-messages according to
spam Act 2003.
5. Commercial television industry
code of practice
This code is formulated by Australian communicating and media
authority. It includes provisions which deals with advertising
television time, planing promotions of programs and
commercials etc.
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10. Assessment Event 2: Case study
In this assessment you will undertake a number of tasks associated with developing a communication plan. This
includes undertaking two simulations to demonstrate these skills.
11. Task 1: Determine marketing communication requirements
In this task you will demonstrate your interpersonal skills in listening and questioning to clarify the products
and services of the client. You will then discuss their current objectives and the appropriateness of these in
light of their previous marketing efforts. You will also discuss their budget and whether it is sufficient to
achieve their objectives.
You do not need to insert any responses here as this is an Observation activity. Please refer to your Student
Assessment Guide.
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12. Task 2: Develop marketing communication brief
In this task you will demonstrate your skills in developing a marketing brief to meet the needs of the client.
Client Profile
Market communication brief will be based on FitLife which is a private Sydney based health club in
Australis. This organisation has around 70 health clubs and more than 180,000 active members within
Australia. Health clubs under FitLife offers facilities like swimming, gymnastics, gym, yoga classes and
recreation hall. Organisation has its operational base mainly in Parramatta and Sydney.
Purpose Statement
Main purpose of organisation is to have good engagement with people and community, providing modern
health clubs, lifestyle programs and cutting-edge fitness so that people from each age group will get
encouraged to live healthy life. Company is passionate for offering quality of life.
Objectives
 Company is planning to develop two innovative well-being and fitness program in next 6 months
within budget of 10,000 Australian Dollars.
 To introduce Iron Man loyalty card to customers in upcoming 3 months. 10% discount will be
given to regular customers on all purchases.
Target market profile
Gender: Female/ Male
Age:
[0-16]: Yoga, martial arts, children programs, swimming classes and other programs
[16-60]: All fitness related program involving nutritional assistance
Marital Status:
[Married and no dependants]: couple classes will be provided.
[Married and pregnant]: Maternal care and exercise programs
[Married and have dependants]: Yoga, children programs etc.
[Married and no dependants]: Different fitness program and nutritional assistance
Diversity: People from all religion, race and nationality are inclusive. Organisation value their
customers irrespective of their origin, race, ethnicity, colour, background. Sexual
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orientation etc.
Generation:
Traditional for senior programs
Generation X and Y for nutritional assistance program
Generation Z including martial arts and swimming classes
Education People with higher education are targeted due to their knowledge about fitness and
healthy life.
Income Level: Average to high income people
Social Class: Upper middle class and middle class
Psycho-graphics Company is going to divide people habits, hobbies and lifestyle so that attention of
people with healthy lifestyle and fitness habit can be gained.
Market profile
Market profile is referred to the set of characteristics which identifies a targeted group of people. Market
profile is needed to create effective marketing plans. It includes different aspects like life style, income,
socio-economic information, demographic and psycho-graphics etc. FitLife has mainly targeted their
customers in accordance with demographics where aspects like age, gender, income, education, gender
and diversity is given preference. Customers will be given facilities according to their preference and
level. Other than this, social class of people and their psycho-graphics is considered so that company can
gain high competence against the rival organisations.
Competition
Main competitors of FitLife are Jetts Fitness and EFM health club. In order to compete with these rivals,
FitLife serves as a leader in fitness and sport segment and offer standardised faculties in swimming,
squash courts, sports club and some other facilities. Sector linked with health and fitness posses a strong
place in Australian economy. There are some ways by which organisation named FitLife is giving tough
competition to rivals. Some of these ways are group training programs, health bar, training to staff so that
health of customers can't be compromised in any manner, online health coaching etc. In this respect,
company has allocated a budget of $1,061,059 so that available market opportunities can be grabbed in a
proper manner.
Summary of legal and ethical constraints
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