Advanced Diploma: Stakeholder Engagement and Communication Plan

This assignment requires the development of a comprehensive stakeholder engagement and communication plan. It involves identifying and documenting program stakeholders and their communication needs, engaging with stakeholders to agree on communication approaches, and communicating information effectively. The plan should include stakeholder analysis for effective engagement, strategies for stakeholder interaction, and methods to facilitate stakeholder commitment. Additionally, it addresses the identification and resolution of stakeholder conflicts. The assignment uses a Kellogg's case study as a reference, requiring students to apply stakeholder engagement principles within an organizational context. The assessment emphasizes the importance of ethical standards, sustainable business practices, and the alignment of stakeholder engagement with program objectives. The plan should include a table of contents, stakeholder analysis, interaction, and conflict management strategies, and references.

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Details of Assessment
Term and Year 4, 2019 Time allowed 7 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type Stakeholder Engagement Plan
Due Date Week 7 Room 608
Details of Subject
Qualification BSB61218 Advanced Diploma of Program Management
Subject Name Stakeholder Engagement
Details of Unit(s) of competency
Unit Code (s) and
Names BSBPMG621 Facilitate stakeholder engagement
Details of Student
Student Name
College Student ID
Student Declaration: I declare that the work submitted
is my own and has not been copied or plagiarised from
any person or source. I acknowledge that I understand
the requirements to complete the assessment tasks. I am
also aware of my right to appeal. The feedback session
schedule and reassessment procedure were explained to
Student’s
Signature: ____________________
Date: _____/_____/_________
Details of Assessor
Assessor’s Name ROBERT CUTULI
Assessment Outcome
Assessment
Result Competent Not Yet Competent Marks /100
Feedback to Student
Progressive feedback to students, identifying gaps in competency and comments on positive
improvements:
Assessor Declaration: I declare that I have
conducted a fair, valid, reliable and flexible
assessment with this student.
Student attended the feedback session.
Student did not attend the feedback session.
Assessor’s
Signature: ___________________
Date: _____/_____/________
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Purpose of the Assessment
The purpose of this assessment is to assess the student in the
following learning outcomes:
Competent
(C)
Not Yet
Competent
(NYC)
BSBPMG621 Facilitate stakeholder engagement
1.1 Identify and document program stakeholders and their
communication needs as they apply to the given program of work
1.2 Engage with pertinent stakeholders and agree on communication
approaches in accordance with organisational policies and procedures
1.3 Communicate information as planned and address identified
variances
1.4 Monitor communication interfaces among constituent projects,
aligning to relevant program objectives
2.1 Investigate, document, and consider the interests and expectations of
pertinent stakeholders when making program decisions
2.2 Develop and implement approaches to influence ongoing
stakeholder commitment, in accordance with organisational policies and
procedures
2.3 Accommodate differing stakeholder interests and expectations,
escalating where necessary
2.4 Share evolving stakeholder interests and expectations across the
program
3.1 Conduct analysis of interactions with pertinent stakeholders and
document outcomes to reach desired outcomes
3.2 Assess effectiveness of stakeholder interaction in line with program
objectives and organisational policies and procedures
3.3 Develop plan for future stakeholder engagement based on findings
of analysis conducted
Assessment/evidence gathering conditions
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A
student can only achieve competence when all assessment components listed under “Purpose of the
assessment” section are recorded as competent. Your trainer will give you feedback after the
completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible
for re-assessment.
Resources required for this Assessment
 Computer with relevant software applications and access to internet
 Weekly eLearning notes relevant to the tasks/questions
Instructions for Students
Please read the following instructions carefully
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 This assessment has to be completed In class At home
 The assessment is to be completed according to the instructions given by your assessor.
 Feedback on each task will be provided to enable you to determine how your work could be
improved. You will be provided with feedback on your work within two weeks of the
assessment due date. All other feedback will be provided by the end of the term.
 Should you not answer the questions correctly, you will be given feedback on the results and
your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge
and skills to be deemed competent for this unit of competency.
 If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
 Please refer to the College re-assessment for more information (Student Handbook).
Stakeholder engagement and communication plan – 100%
Assessment Brief (Individual Assessment): Develop a stakeholder engagement and
communication plan
ORGANISATION DETAILS
Note: The organisational details used in this assessment have been sourced (and to some
extent paraphrased) from the organisation’s website and other relevant documents of the
organisation. The information used here is solely for educational purpose.
Stakeholder engagement - A Kellogg's case study
Introduction to Organisation:
The Kellogg Company is the world’s leading producer of cereals. For more than 100 years,
Kellogg’s has been a leader in health and nutrition through providing consumers with a wide
variety of food products. Kellogg’s market leading position and reputation is built on its
commitment to ethical business practices and its values-based culture. Business values
identify the beliefs that the company holds to be the most important. These values then guide
decision making and shape the way the organisation behaves. For Kellogg’s, these are
referred to as K-Values. Kellogg’s K-Values guide the way the company interacts with all of
its stakeholders. Stakeholders are individuals, groups and organisations that have an interest
in the decisions a company makes and the products that it produces. They also, depending on
their power, affect how businesses perform. Kellogg’s products are manufactured in 18
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countries and are sold in more than 180 countries. This means Kellogg’s has to manage its
relationships with a variety of stakeholders around the world. The diagram identifies
Kellogg’s key stakeholder groups.
Kellogg’s long-term business plans, known as strategies, focus on engaging with its
stakeholders to ensure their needs are being met. For Kellogg’s, this means ensuring the
highest ethical standards and sustainable business practices. Kellogg’s has a Global Code of
Ethics governing how it deals with
stakeholders across the world. A sustainable business is one which focuses on minimising
any negative impact to the environment to ensure future generations can prosper. Kellogg’s
vision and core purpose outline what the company wants to achieve. They guide the
organisation’s decision-making processes to help meet the expectations of its stakeholders.
Kellogg’s vision, which was refreshed in 2012, sets out the company’s main aim which is ‘To
enrich and delight the world through foods and brands that matter.'
Kellogg’s Global Employer Brand:
Kellogg’s invests heavily in its employees and future employees. Kellogg’s global employer
brand communicates the K-Values and the wide range of benefits that Kellogg’s employees
receive. Kellogg’s refreshed company vision and purpose were a direct result of feedback
from employees. A company’s vision and values must be ‘lived’ by its employees for them to
incorporate them into their decisions and actions. Kellogg’s seeks to manage its employer
brand in the same way that it manages its product brands. Just as the company uses market
research to identify what its consumers want, it uses employee research to find out the needs
and opinions of its employees through, for example, an employee survey. The 2012 survey
involved 20,000 employees across the globe (with a 75% response rate). This information
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was used to improve processes to engage employees. For example, employees requested to be
able to communicate more openly so Kellogg’s created a feedback training programme for all
employees.
Conclusion
Kellogg’s business strategy is stakeholder-focused. The company’s decisions and actions are
all made with the best interest of its stakeholders at the heart. Engaging with both internal and
external stakeholders creates two-way communication that brings benefits to both Kellogg’s
and to each stakeholder group. Although Kellogg’s engagement initiatives have huge cost
implications for the company, they yield huge benefits to the communities and stakeholders
as well as to Kellogg’s in order to demonstrate that it’s a responsible business.
Kellogg’s uses its size as a force for good. Its stakeholder engagement focuses on supporting
its CSR activity, such as its breakfast clubs and support for food banks around the world.
These initiatives support the company’s vision and, through living the K-Values, enable its
employees to continue to improve the lives of its global stakeholders.
Information about Kellogg’s Australia (www.kelloggs.com.au)
KELLOG’S PRIVACY POLICY in BRIEF: (sourced from their website)
About this policy
Kellogg (Aust) Pty Ltd (ABN 30 004 110 105) ("Kellogg") is bound by the Australian
Privacy Principles ("APPs") and complies with the APPs as required by the Privacy Act 1988
(Cth). Kellogg is committed to protecting and maintaining your privacy. This Privacy Policy
describes the types of personal information we may collect, and how we use, hold and
disclose this personal information. This Privacy Policy also sets out how you can contact us
to access or correct your personal information, ask questions or make a complaint. This
Privacy Policy includes examples but is not intended to be restricted in its application to such
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examples. Accordingly, where the word 'including' is used, it will mean 'including without
limitation'. From time to time, our information handling processes will be reviewed and
updated, and we will update this Privacy Policy accordingly. Kellogg will notify you of any
updates to this Privacy Policy by posting an updated version of the Privacy Policy on our
website. Please check this Privacy Policy periodically for updates. Alternatively, you can
contact us (see below) to receive an updated hard copy. All personal information held by
Kellogg will be governed by Kellogg’s most recent Privacy Policy. Your continued use of the
Kellogg website following the posting of changes to this Privacy Policy indicates that you
accept those changes.
Overview
This Privacy Policy is based on the Australian Privacy Principles. Unless you provide us with
your consent to do otherwise, Kellogg will only collect, hold, use and disclose your personal
information as set out in this Privacy Policy. Kellogg approaches communications with
individuals with respect for, and commitment to, individual privacy rights, and the different
sensibilities of our child consumers. We support active self-regulation of this environment to
ensure that responsible marketers can maintain the right to use communication media to
interact with our consumers.
In summary, whilst you should read each provision in this Privacy Policy, by providing your
personal information to Kellogg:
 you agree that if you disclose your personal information to us, we may create a
database record of information about you and use the information for the purposes set
out below, including notifying you of any prizes awarded to you in a promotion you
have entered or communicating relevant product information or offers to you
 we may contact you for the purpose of handling an enquiry or complaint you have
raised
 you may contact us via the methods set out below if you want to know what personal
information we hold about you, update that personal information, opt out of receiving
communications from us or ask us questions about this Privacy Policy.
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Other useful links:
Health and Wellbeing (https://www.kelloggs.com.au/en_AU/health.html)
Community engagement initiatives(https://www.kelloggs.com.au/en_AU/open-for-
breakfast/servings-donated.html)
Brands (https://www.kelloggs.com.au/en_AU/articles.html)
CONTEXT, PROBLEM SCENARIO & REQUIREMENTS:
For this assessment you may select a project/program of the organisation from the case study
or a project/program of an organisation of your choice. The hypothetical situation is that you
work for that organisation and you are required to prepare a plan for stakeholder engagement
which will highlight to areas which are effective communication with stakeholders and ways
of facilitating commitments made to stakeholders. For the plan you are required to research
about the industry, examine and analyse the possible stakeholders for the business, make
effective stakeholder engagement and interaction plan. You are expected to do your own
external secondary research as you will need to identify the internal and external
stakeholders, identify engagement models and their benefits and application.
You will be required to use the template/structure as provided below. Marking criteria and
weights for each section are also provided within the structure.
**Note: This is an individual assessment and student's assessment will be graded as
"Not Yet Competent" if found similar to any other assessment.
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Structure, Template and Marking Criteria for the Consumer Analysis Report & Design
of Direct Response Offer:
1. Identify all the possible program stakeholders and their communication needs (15
marks)
2. Stakeholder Analysis for Effective Engagement (15 marks)
3. Stakeholder Interaction (15 marks)
4. Stakeholder Engagement (20 marks)
5. Develop and Implement initiatives for your ongoing stakeholder commitments (20
marks)
6. Identify stakeholder conflict and suggest possible resolution (12 marks)
7. References used (2 mark)
8. Appendix (1 mark)
TABLE OF CONTENTS PAGES MARKS
ALLOCATED
MARKS
RECEIVED
1. Identify all the possible program
stakeholders and their
communication needs
15
2. Stakeholder Analysis for Effective
Engagement
15
3. Stakeholder Interaction 15
4. Stakeholder Engagement 20
5. Develop and Implement initiatives for
your ongoing stakeholder
commitments
20
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6. Identify stakeholder conflict and
suggest possible resolution
12
7. References used 2
8. Appendix 1
TOTAL 100
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TASK 1: Identify all the possible program stakeholders and their communication needs
(15 Marks)
You answer should include:
 The type of stakeholders (all possible internal stakeholders and all possible external
stakeholders)
 Identify and mention their communication needs
 Identify and mention their interest and expectations for effective communication
 Provide examples of communication both formal and informal which will be required
for the types of stake holders
Type of stakeholders:
The stakeholders are important individuals or group of people who are associated with
the support provided to the organisation for making it function properly. The stakeholders are
responsible for affecting the organisational functions, the actions undertaken and also the
policies, principles and objectives that are needed to be achieved. There are different types of
stakeholders involved in business such as the customers, employees, investors or
shareholders, suppliers, community as well as the Government1.
The key internal stakeholders of Kellogg include the employees of the organization
present at various levels, the managers, Board of Directors responsible for managing the
industry standards and ensure smooth business functioning and also the shareholders who
have invested on the business to raise working capital and facilitate the business functioning
too. While the employees are responsible for strengthening the workforce efficiency, more
focus has been put on the way2. The company has made sure to use various communication
tactics so as to attract the external stakeholders in business such as the customers, suppliers,
community and regulators of business along with the Government bodies too. The suppliers
are kept contact with so as to ensure delivery of good quality raw materials and resources for
improving the production level whereas the customers are often considered as the most
important stakeholders, who needs’ fulfilment matters the most for Kellogg for maintaining
brand trust and loyalty among them, furthermore, create a sustainable position within the
business marketplace and attain competitive advantage too3.
1 Andriof, Jörg, and Sandra Waddock. "Unfolding stakeholder engagement." Unfolding stakeholder thinking.
Routledge, 2017. 19-42.
2 Henisz, Witold J., Sinziana Dorobantu, and Lite J. Nartey. "Spinning gold: The financial returns to
stakeholder engagement." Strategic Management Journal 35.12 (2014): 1727-1748.
3 O’Riordan, Linda, and Jenny Fairbrass. "Managing CSR stakeholder engagement: A new conceptual
framework." Journal of Business Ethics 125.1 (2014): 121-145.
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Identify and mention their communication needs:
There are various needs for the management of communication with the different
types of stakeholders in business such as to obtain support from them and also understand the
intended benefits that could be acquired along with the need for managing change within the
organisation as well. The management of stakeholders’ attitudes and behaviours is critical for
achieving optimum level of success, which could also be drawn with the help of meeting the
needs of communication and by ensuring providing reports at regular intervals during the
management of the project and also to facilitate the public relations and marketing
efficiency4.
The communication needs of suppliers must be fulfilled so as to gain information
about whether the raw materials and resources are supplied at the right time or not while on
the other hand, check for whether the project is running properly or not along with production
of reports and manage schedules consistently too. This would allow for conforming to the
demands and expectations of the suppliers, furthermore, ensure meeting the communication
needs easily too5. The public relations or PR and marketing tactics are also useful for
4 Concannon, Thomas W., et al. "A systematic review of stakeholder engagement in
comparative effectiveness and patient-centered outcomes research." Journal of general
internal medicine 29.12 (2014): 1692-1701.
5 Bal, Menoka, et al. "Stakeholder engagement: Achieving sustainability in the construction
sector." Sustainability 5.2 (2013): 695-710.
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providing necessary information about the project to the entire stakeholders group,
furthermore, market the value of the project and ensure preventing misinterpretation of data
and information largely too.
Identify and mention their interest and expectations for effective communication:
The fulfilment of communication needs would be possible with the help of interacting
with the customers via emails and also through social media platforms, where their feedbacks
and opinions are to be considered and then necessary approaches should be taken for meeting
their needs and preferences largely. The communication with employees and other
shareholders in business would help in understanding the goals and objectives in a better
way, thereby, attract the funding aspects and at the same time, create some positive impact on
the local community and create influential relationships with them. Therefore, it is clear that
communication needs with the stakeholders are needed to be fulfilled for strengthening the
stakeholders relationships thereby, promote greater coordination at work and ensure smooth
business functioning too for meeting the demands of people in the marketplace quite
comprehensively6. With the management of effective communication, the stakeholders’
engagement would be easier, thereby, enhance the organisational capability to sustain in the
competitive business environment too.
6 Payne, Stephen L., and Jerry M. Calton. "Towards a managerial practice of stakeholder
engagement: Developing multi-stakeholder learning dialogues." Unfolding stakeholder
thinking. Routledge, 2017. 121-135.
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