Certificate IV Marketing Communications: Industry Knowledge, BSBMKG418

This assignment, completed as part of a Certificate IV in Marketing and Communications, explores the marketing communications industry. It begins by identifying and evaluating information sources relevant to the industry, including government websites, industry publications, and research firms. The assignment then delves into the industry's structure, outlining key participants such as clients, marketing consultants, government bodies, advertising agencies, and graphic designers, describing their roles. A significant portion of the assignment focuses on an agency structure, detailing the roles of key personnel like CEOs, account managers, media planners, and creative services teams, and how these elements operate within the marketing communications industry. It further explores the application of marketing communications across various sectors, including government, manufacturing, mining, and utility services. The assignment also highlights networking opportunities for career development and analyzes the impact of marketing communications on society, particularly in the digital age, including the rise of social media and influencers. Finally, it addresses methods for accessing information on key stakeholders.

Subject Name: Develop and apply knowledge of marketing
communications industry
Subject Code: BSBMKG418
Name: _______________________
Learner Workbook 1 of 2

Assessment Cover Sheet
Faculty: Business Services Section: Business
Services
Campus:
Qualification Name: Certificate IV Marketing and Communications TAFE
Course no: BSB42415
Unit of Competency
Number & Name: BSBMKG418 - Develop and apply knowledge of marketing communication industry
Assessment 1
Task 1 Workbook 1 Assessment
Due Date:
25/05/2020
Assessment Instructions:
 Complete all tasks detailed in the following pages
 Fill in this assessment cover sheet and submit with your completed assessment task
- Read assessment criteria, tick the ‘student originality declaration, write/insert name, student ID and sign below.
 Sign the declaration below
 Submit the completed task within the outlined timeframe
 Number of words/pages
 Presentation required i.e. ppt/pressi/hardcopy
 Any time specifications
Assessment Criteria:
 Research and report on the marketing communications industry structure, its role in society and within particular
organisations
 Develop a stakeholder analysis relevant to particular organisations
 Scope the impact of new and alternative communication technology on the marketing communications industry
 Research and report on the current issues affecting the marketing communications industry.
 Discuss current issues and trends which affect the marketing communications industry
 Categorise industry structures and networks
 Describe organisational and client operating environments, structures, and business and marketing plans
 List the current digital communications technologies, platforms and devices
 Outline principles and practices of marketing communications and media strategies.
STUDENT ORIGINALITY DECLARATION: Please tick to indicate that you understand the following statements:
I declare that:
x The attached assessment is my own work, except where I have cited the original source (check with your teacher as
appropriate citation is different for different courses).
For the purposes of assessment, I give the assessor of this assessment permission to:
x Reproduce my work and provide a copy to another member of staff, and
x Validate the assessment for its authenticity which may include communicating a copy of my work to a checking service
(which may keep a copy of my work on its database for future plagiarism checking).
Student Name:
Student ID:
Student Signature: Date:
Assessment Outcome:  Satisfactory (S)  Not Satisfactory (NS)  Resubmit (RS)
Assessor Name & Signature: Date:
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In Task 1 you will identify and access sources of information on the marketing communication industry to
develop knowledge of the marketing communications industry.
1.1) List five broad sources for obtaining information on the Marketing Communications Industry.
The media, industry associations and bodies, industry news sites and publications, survey research and
workplace
1.2) Briefly describe each information source, what information is provided and the credibility of the source.
Insert your response in the table below.
Information Source Description, content and credibility to the market
https://
www.whoishostingthis.com/
resources/credible-sources/
Blog on identifying a credible source and how to evaluate web resources.
Privately run review website on Web Hosters. Provides free information and
recommendations.
Australian government
https://www.business.gov.au/
Government website that provides information and advice on developing
business plans, legal obligations for marketing, intellectual property and
trademark laws.
Australian Bureau of Statistics Government website that provides trusted official statistics on various
economic, social, population and environmental matters within Australia.
Austrade
www.austrade.gov.au
Government website containing official information and resources on how to
set up a business, explaining laws around import/export laws and provides
an understanding on Australian business regulations.
Wikipedia Written by experts and ordinary people, have to make sure information is
backed by cited sources. Have to also check cited sources to ensure
authenticity. Provides information and resources across all subjects known
to man (roughly).
Australian Small Business
Advisory Services
Government website that provides an entry point for information, support
and services to the Australian business community.
Australian Taxation Office
https://www.ato.gov.au/
Government website that provides information, support and services towards
individuals, businesses and not-for-profits regarding tax and superannuation.
Australian Securities and
Investment Commission
https://asic.gov.au/
Government website that provides information on how to start, manage and
close your business/company as well as information on how they regulate
financial services and products.
Australian Competition and
Consumer Commission
Government website that provides information regarding competition and
fairtrade laws in markets for consumers, businesses, and communities.
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Choice Magazine
https://www.choice.com.au/
Privately run advocacy group that provides information on consumer-related
products and services, practically conducting research on what’s available
on the market with an unbiased view.
Hootsuite Academy Privately run website that provides industry-recognised courses on
marketing and a platform to run your social media accounts.
IBIS
https://www.ibisworld.com.au/
Privately run website with trusted industry research on thousands of
industries worldwide. Providing economic, demographic and market data to
its members.
Roy Morgan Research
https://www.roymorgan.com/
Privately run website that provides trusted industry research and services for
marketers to help them in their planning stages.
Australian Marketing Institute
https://ami.org.au/
Organisational website with information and services that can be accessed
by its members. Its core purpose is to support progress in the careers of its
members and advance the marketing profession.
1.3) Identify five participants in the marketing communication industry that form the structure of the industry and
briefly describe their role within the industry. Insert your response in the table below (approx. 75 words for each
description).
Participants Description
Clients Clients can make up various individuals, business and organisations within the
marketing industry, who seek professional services to promote, enhance or redesign
their brand and/or attain new market share. A marketing firm will usually have an
ability to handle a range of content such as social media posts, website content,
newsletters, letters, information updates and reports on behalf of their clients.
Marketing Consultants Marketing firms will employ a range of marketing consultants who will be
responsible for very specific aspects of the services provided. Marketing consultants
will strive to provide a full-service, creative and marketing assistance to their clients.
They are responsible for advertising, online strategies, email marketing, branding
and customer experience enhancement, among other responsibilities.
Government The government implements laws, regulations and acts which need to be adhered
to by businesses and firms. They also provide a range of websites that are
managed by them to provide the correct and updated information to follow these
laws, regulations and acts. Some examples include Trade Marks Act 1995, Patents
Act 1990 and more.
Individual Advertising
Agencies
Individual, standalone agencies usually operating within individual countries.
Responsible for promoting a business’s services or products to the public. Some are
full-service agencies that offer a full range of services to client’s others can be
specialised. This type of advertising tends to be part of a complex marketing
strategy. In most cases their current organisational structure is split into a traditional
advertising approach, and a digital branch in charge of online advertising.
Graphic Designers Graphic designers are an important part of the marketing and communications
industry. They can be responsible for designing anything from posters, fonts, logos,
letterheads, packaging etc. Marketing consultants have the option to use graphic
designers as part of the full creative service, to improve or redesign website,
enhance the overall look and feel of the website for the user experience or to re-
brand a client’s business.
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1.4) Select one of the three organisational structures (company structure or agency structure or your own
work) and describe: (approx 400 words)
- the structure (may include diagram)
- operation of the marketing communications
- how this works within the industry
Agencies structure consist of:
 CEO - Ensures client planning and creativity are of good quality, manages the agency on a day-to-day
basis and utilises his time to help grow the agency and bring in more profit. The CEO will also make sure
the business has good cash flow for further expansion or to cut costs to keep the agency afloat, an
example can be COVID-19 impacting the new business funnel and liquidity issues arising.
 Account Managers - who are the link between the ad agency and its clients. Depending upon size of
account and assigned budget, one or two account managers may be assigned to look after the account.
They will work closely with the client to map out their communications needs and inform the prospect how
the agency can provide a solution.
 Media Planners - whom develop media plan(s) to reach the target audience effectively. A significant
portion of the marketer’s budget goes towards the media plan typically. This places a great responsibility
on the planners. Planners will usually determine what combination or path to take when it comes to TV,
Magazine, radio and digital ads to reach as many target consumers as possible for the lowest cost. This
will result from their research and analysis combined to form the best choice of a media plan.
 Creative Services - consisting of copywriters and graphic artist who work together to create versions of
the ads, this can range from digital ads, prints and even scripts. Advertising comes in a range of forms
from TV commercials to radio ads and even billboards/posters.
 Research and Account Planning – Advertising agencies rely on consumer attitude research to be able to
develop plans for their clients. As an agency they will to help create a unique identity for the client’s brand
which is distinct from competition and compelling enough to grab the attention of the target consumers.
Agencies will rely on in house researchers or outsourced research centres so that they are able to learn
more about what consumers feel and think. Account planners will utilise this information, placing facts
together to create unique stories to form the basis for the client’s brand.
Today Advertising Agencies have grown substantially in the world, offering multitude of businesses an important
external service. Agencies offer more diverse services, playing an important role with their partners and clients by
helping them increase the value of their brand. The services can range from creative marketing to business
development and providing the correct marketing strategies.
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1.5) Provide a list of five different industry categories that marketing communications can be used for and a
brief explanation of how they would be used?
Government – Widespread important information mass marketed to the public such as COVID-19 rules, laws and
regulations.
Manufacturing – A faulty manufactured product that has been issued an immediate recall, this would be handled
by a mass marketed message to the general public and a personal follow up to people who have purchased
product if contact details are available.
Mining – Targeted advertisement/information to stakeholders that a new mine will be opening and what sort of
materials will be mined and handled.
Utility services – Scheduled maintenance posters and signage for workers to place down before commencing
work
Construction – Social media presence for construction company to showcase their work and quality of
workmanship maintained by a marketing professional.
1.6) List thee networking opportunities to help you develop your digital marketing career.
LinkedIn
Associations and unions
Workplace
1.7) How has marketing communications had an impact on society in recent years (at least five areas)?
Starting from the 1990’s there has been an increase in communication and media channels on a significant scale.
Consumers communication options have doubled due to mobile phones, SMS and email. Media has
significantly increased advertising space and consumer reach with the internet, mobile content, games and
other related advertisement formats.
In the 2000’s, new media formats emerged that provided individuals with completely new digital instruments, the
advancement of smarter mobile phones and portable computers known as laptops and tablets.
The social commercial market is rising yearly, due to free services such as YouTube, Facebook and Instagram.
With the massive explosion of social media on a global scale, social media websites have become an important
and key platform for any business to engage with their customers, prospects, new and current employees.
Influencers and opinion leaders are peers that can influence a message to an audience that is intrigued by their
personality. They may pick up their information from the media or may comment on blogs and then post their
thoughts with impressive influence over their followers.
1.8) Specify three ways you can access information on your key stakeholders?
In the form of performing market research, client records, past work interactions and requesting information direct
from your key stakeholders.
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1.9) Write an overview of what is stakeholder analysis (200 words)?
Stakeholder analysis is recognising what the current internal/external stakeholders require or have an interest in,
this may include looking at current economic, lifestyle, geographic and common trends, such factors can help you
provide more efficient and targeted communications to the right stakeholders. Once you have narrowed down
which stakeholders to interact with, you’ll need to have them provide permission to receive your communications.
From here an analysis can be taken in the form of facts and verifiable information that has been acquired in a fair,
regulated and ethical mean and can be reliably sourced.
The information from the reliable sources then needs to be inputted accurately and assessed correctly, after
which it can be analysed by looking at the different areas of information. This will allow you to identify potential
issues and risks that could disrupt the project, reduce negative impacts on the project or stakeholders and
identifying the interest of all stakeholders.
1.10) Outline at least two examples of how you could apply Marketing industry information into your everyday
work activities. (If currently employed use your employer as an example.)
To apply my knowledge, experience and professional manners in my marketing communication role and activities
each working day. Your activities may vary day to day, but by making sure you adhere to all legal and ethical
requirements should be upheld and followed.
Everyday activities may include: Social media comments, business and marketing plans for communications and
promotions and updating information on your organisation’s website to make sure consumers are up to date on
what the organisation is up to.
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APPENDIX 1
What is my understanding of Marketing and what it means to me?
Today… Week 8…
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