Student Assessment Guide – BSBMKG418.v3

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Table of Contents Assessment Information 1 Assessment Event: Fusion Marketing Simulation 3 Task 1: Develop Knowledge of the Marketing Communications Industry 3 1.1 Identify and access sources of information on the industry 3 1.2 Identify the industry structure and client operating environment 3 1.3 Evaluate the organisational structure 3 1.4 Describe organisational plans 3 1.5 Obtain information on marketing communication industry sectors 4 1.6 Obtain information on marketing communication industry associations and networks 4 1.7 Obtain information on the societal role of the marketing communication industry 4 1.8 Identify and access information on key stakeholders 4 1.9 Outline principles and practices of marketing communications and media strategies 4 1.10 Create Information Sheet 1 4 Task 2: Identify Industry Employment Obligations and Opportunities 5 2.1 Obtain information regarding employment obligations in the industry 5 2.2 Obtain information regarding employment opportunities in the industry 5 2.3 Create Information Sheet 2 5 Task 3: Identify Future Trends Within the Marketing Communications Industry 6 3.1 Research developments for marketing communication within digital communications technology 6 3.2 Scope the relative impact of digital communications technology on the industry 6 3.3 Create Information Sheet 3 6 Task 4: Monitor the Industry and Share Knowledge 7 4.1 Research the current issues of concern to the industry 7 4.2 Share updated knowledge with the two stakeholders 7 4.3 Update the corporate knowledge base 7 Appendix A: Fusion Marketing Simulation 8 Fusion Marketing Simulation Background 8 Simulation Phases 10 Your Role in the Simulation 10 Phase 1: 10 Phase 2 10 Phase 3 11 Phase 4 11 Assessment Conditions for the Observation 12 Appendix B: Observation Check Sheet 13

Assessment Information

Welcome to your Student Assessment Guide for BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry. This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.

This assessment has the following Assessment Event:

To complete the Simulation, you will need to refer to the following resources:

Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best.

Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response.

Performance required

· 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.

Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment process. If you have questions, then contact them for guidance.

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.

Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.

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

R 1. identify five sources of information on the marketing communications industry

R 2. describe the relative credibility of these sources to the market in terms of validity and reliability

R 3. word count is approximately 75 words per description.

1.2 Identify the industry structure and client operating environment

R 1. identify five participants that form the structure of the industry

R 2. describe their role within the industry

R 3. in your descriptions, include the relationship of these participants with the client

R 4. word count is approximately 75 words for each description.

1.3 Evaluate the organisational structure

R 1. review the marketing department’s current structure

R 2. list three issues with this structure

R 3. recommend a more modern department structure:

· the proposed structure must be aligned to current industry practices

· the new structure must be in line with the organisation’s services

· describe their model including five advantages over the existing structure

· depict the structure by inserting a hierarchy chart.

1.4 Describe organisational plans

R 1. describe the core elements of an Integrated Marketing Communication (IMC) Plan:

· describe five core elements

· word count is approximately 20 words per description

R 2. outline the relationship between an IMC Plan and an organisation’s business plan and marketing plan:

· identify three areas where the three plans are related

· describe this relationship

· word count is approximately 200 words.

1.5 Obtain information on marketing communication industry sectors

R 1. identify five sectors in the marketing communication industry

R 2. describe their role within the industry

R 3. word count is approximately 50 words per description.

1.6 Obtain information on marketing communication industry associations and networks

R 1. identify ten associations and networks within the marketing communication industry

R 2. describe their role within the industry

R 3. word count is approximately 15 words per description.

1.7 Obtain information on the societal role of the marketing communication industry

R 1. identify three societal roles of the marketing communication industry

R 2. describe these roles addressing ethical considerations

R 3. word count is approximately 50 words per description.

1.8 Identify and access information on key stakeholders

R 1. identify five stakeholders of Fusion Marketing that play a key role in the marketing communication industry

R 2. these stakeholders must include both internal and external

R 3. describe these stakeholders and their roles in the industry

R 4. word count is approximately 25 words per description.

1.9 Outline principles and practices of marketing communications and media strategies

R 1. identify five principles of marketing communications

R 2. describe how the industry practices these principles

R 3. word count is approximately 50 words per description.

1.10 Create Information Sheet 1

In this subtask, you will establish a web-based knowledge base platform in which you will use it to update knowledge of the marketing communications industry continuously. This is one of your main responsibilities as your typical work role within the organisation, that is, to set up and maintain an online knowledge repository with the purpose of providing access to updated knowledge to the other stakeholders.

R 1. develope an electronic filing system as the corporate knowledge base:

· this system must be cloud based and intuitive so that all stakeholders can use

· ensure access by all stakeholders

· had a logical hierarchical structure for each document

R 2. create the ‘Information Sheet 1’ using the template provided (‘Infosheet 1’):

· summarise your findings from Task 1.1 to Task 1.8

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count must be maximum three A4 pages

R 3. upload the document to your corporate knowledge base

R 4. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

Task 2: Identify Industry Employment Obligations and Opportunities

In this task, you will identify and access sources of information on employment obligations and opportunities in the marketing communication industry, and then create the second information sheet that summarises this information to other stakeholders.

2.1 Obtain information regarding employment obligations in the industry

R 1. for each area below, identify an ‘Act’ that employees of Fusion Marketing must comply with the industry:

· discrimination

· privacy

· intellectual property

· taxation

· safety of self and others

· fair trading and competition

· employee and employer relationship

· telemarketing

· unsolicited commercial text (SMS) message

· broadcast programs

R 2. these Acts:

· must have the correct title and date

· are currently in-force

R 3. for each Act, describe the key provisions regarding employment obligations

R 4. word count is approximately 25 words per description.

2.2 Obtain information regarding employment opportunities in the industry

R 1. identify five employment opportunities in the marketing communications industry

R 2. list five key duties of each role in the industry

R 3. word count is not critical.

2.3 Create Information Sheet 2

In this subtask, you will continue updating the corporate knowledge base with information related to employment obligations and opportunities in the marketing communication industry.

R 1. create the ‘Information Sheet 2’ using the template provided (‘Infosheet 2’):

· summarise your findings from Task 2.1 and 2.2

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count must be maximum two A4 pages

R 2. update the corporate knowledge base:

· upload the document to your corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 3. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

Task 3: Identify Future Trends Within the Marketing Communications Industry

In this task, you will identify and access sources of information on the developments for marketing communication within digital communications technology to scope their relative impact on the industry. Then, you will create the third information sheet that summarises this information to other stakeholders.

3.1 Research developments for marketing communication within digital communications technology

R 1. identify a digital communications technology trend in the following marketing communication areas:

· advertising

· content

· public relations

· customer data

· market performance

· sales and lead management

· commerce

· market visibility

· real-time marketing

R 2. describe the use of each digital communications technology

R 3. word count is approximately 25 words per description.

3.2 Scope the relative impact of digital communications technology on the industry

R 1. summarise how the digital communications technology trends (Task 3.1) impact the industry:

· include three positive impacts and their rationale

· include three issues of concern to the industry and their solutions

· include and accurately interpret data and statistical information from credible sources

R 2. word count is approximately 250 words.

3.3 Create Information Sheet 3

In this subtask, you will continue updating the corporate knowledge base with information related to developments within digital communications technology and their impact on the marketing communication industry.

R 1. create the ‘Information Sheet 3’ using the template provided (‘Infosheet 3’):

· summarise your findings from Task 3.1 and 3.2

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count is maximum two A4 pages

R 2. update the corporate knowledge base:

· upload the document to your corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 3. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

Task 4: Monitor the Industry and Share Knowledge

In this task, you will conduct formal and informal research on the current issues to the industry. Then, you will share these updates with the two stakeholders and update the corporate knowledge base.

4.1 Research the current issues of concern to the industry

R 1. conduct formal and informal research on the current issues of concern to the industry:

· identify three issues

· these issues must be different than the ones you already discussed in Task 3.2

· identify three solutions for each issue

R 2. create a slideshow presentation incorporating the findings from their research:

· have a professional format

· detail each issue with a minimum of five bullet points

· detail each solution with a minimum of five bullet points

· conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical.

4.2 Share updated knowledge with the two stakeholders

R 1. present the research findings to the two Fusion Marketing stakeholders:

· use the slideshow presentations prepared in Task 4.1

· cover all the three issues and their solutions

R 2. for additional requirements, refer to the Observation Check Sheet in Appendix B

R 3. the duration of this interactive session is 20 minutes.

4.3 Update the corporate knowledge base

In this subtask, you will continue updating the corporate knowledge base with information related to current issues and their solutions on the marketing communication industry.

R 1. update the corporate knowledge base:

· upload your slideshow presentations to the corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 2. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

Appendix A: Fusion Marketing Simulation

Fusion Marketing Simulation Background

Fusion Marketing is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media – from ideation and digital strategy through to UX, website design and development. The company is well-known as a full service creative and market intelligence agency driven by experienced decision makers, creative designers, market analysts, and digital producers who work together to assist clients achieve their business objectives.

Fusion Marketing categorises their services in three main groups, as follows:

Fusion Marketing’s current organisational structure for the marketing department is depicted below:

Recently, the company has recruited an experienced staff member, a Social Media Coordinator, to the Online Advertising department with a key focus on managing social media advertising channels including content coordination and community engagement. This person has been on sabbatical for about a year due to family matters and have recently decided to come back to the workforce.

You, as the Marketing Communications Officer working in the Public Relations department, have the following primary accountabilities:

· create, edit and coordinate sending of regular client content including monthly newsletters, quarterly reports, agency magazine, industry alerts, etc.

· assist Social Media Coordinator with creating digital content (such as social media posts, website content, etc.) in line with the agency’s social media and content strategy

· assist with ad-hoc communications including client presentations, letters, speeches, seminar scripts, etc.

· create staff communications including weekly updates, organisational events, changes in marketing policy and procedures, and other necessary internal and external matters

· develop and maintain information sheets on key industry related knowledge in order to continuously update staff and clients on the current issues and trends of the industry

· provide input to improve current departmental structure.

Fusion Marketing highly values that their members of the organisation and clients are up to date with the latest changes and innovations in the marketing communication industry. This is to build and maintain a dynamic learning environment which has been closely embraced by the existing members.

As the industry is constantly changing, the newcomer and the client feel that they need to polish their general knowledge of the structure, organisation and function of the marketing communication industry. They have expressed their feelings that they need to urgently catch up with the current environment to be better suited in their roles.

To achieve this, you have been asked by the Director of Marketing and Communications to update the two stakeholders on the following:

· structure and operation of the marketing communication industry

· industry sectors, associations, networks and societal role

· key stakeholders within the industry

· employment obligations and opportunities

· current trends and issues.

Simulation Phases

This simulation is divided into the following phases:

Your Role in the Simulation

You will be the Marketing Communications Officer of Fusion Marketing in the simulation. Your roles and responsibilities in the simulation are as follows:

Phase 1:

Phase 1 occurs from Task 1.1 to 1.10. In Phase 1 your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· industry structure

· operation of the industry

· organisational structure and client operating environment

· organisational plans

· industry sectors

· industry associations and networks

· societal role

· key stakeholders

· principles and practices of marketing communications and media strategies

· produce an information sheet based on their findings to update the two stakeholders

· establish a corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 1 (see separate attachment). Also, your information sheet will conform to the organisational style guide – Fusion Marketing Style Guide (see separate attachment).

Phase 2

Phase 2 occurs from Task 2.1 to 2.3. In Phase 2, your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· employment obligations in the industry

· opportunities in the industry

· produce an information sheet based on their findings to update the two stakeholders

· update the corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 2 (see separate attachment) which will conform to the Fusion Marketing Style Guide.

Phase 3

Phase 3 occurs from Task 3.1 to 3.3. In Phase 3, your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· trends in digital communications technology for marketing communication

· positive impacts of these trends on the industry

· issues of concern are brought by the trends

· possible solutions to these issues

· produce an information sheet based on their findings to update the two stakeholders

· update the corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 3 (see separate attachment) which will conform to the Fusion Marketing Style Guide.

Phase 4

Phase 4 occurs in Task 4.1 to 4.3. In Phase 4, your main duties in the organisation are as follows:

· conduct formal and informal research on current issues of concern

· hold a meeting with internal and external stakeholders to share their findings

· update the corporate knowledge base.

Note that in Task 4.2, you will hold a face-to-face meeting with the two key stakeholders:

· Social Media Coordinator – the internal stakeholder

· The Client – the external stakeholder.

This meeting will have a duration of 20 minutes where you will present your findings from Task 4.2. Note that your Assessor will not play a role in this observation activity as they will be observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet provided in Appendix B.

Assessment Conditions for the Observation

The information in this section outlines the assessment conditions for the Observation which occurs in Phase 4, Task 4.2 and involves your interaction with two stakeholders.

Before the Observation:

· you must ensure that you have read and understood any documents required to undertake the Observation

· you must ensure that you have read and understood all performance requirements listed under each task

· you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance will be judged based on these criteria (see Appendix B)

· your Assessor will inform you of the date of your Observation.

During the Observation:

· you will be interacting with the Client and Social Media Coordinator

· it has a total duration of 20 minutes

· other students will not be observers during the session as this will give them an unfair advantage

· these stakeholders will be role played by staff from the RTO or other externals

· your Assessor will brief them on your topic so that they can carry out their actions in an appropriate manner

· you cannot refer to the Observation Check Sheet while undertaking the Observation

· your Assessor will:

· observe you individually based on the criteria in the Observation Check Sheet

· document their observations in detail on the Observation Check Sheet

· provide extensive written feedback