Answer To: Student Assessment Guide BSBMKG523 Develop and design an integrated marketing communication plan...
Swati answered on Dec 26 2021
Student Assessment Workbook
BSBMKG523
Develop and design an integrated marketing communication plan
Student Full Name:
Student ID:
Date Submitted:
BSBMKG523 1.0 | October 2016 Page 2
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.
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,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
Comments
Y
N
I, the student, understand the purpose of the assessment.
Y
N
I understandwhen 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
Sukhwindersingh
Student ID
20180305
Student Signature
Date
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.
Question 1
Describe each of the five principles of consumer behaviour and for each one provide an example of how it influences buying behaviour.
Insert your response into the table below:
Principles of consumer behaviour
Explanation of principle
Examples on buyer behaviour
Cultural
It consists of a set of ideologies and values of a specific group or community of the individuals. It's a personal culture that determines how he / she act. Cultural aspects have an important impact on individual's purchasing decisions. Each individual has a different set of customs, principles and beliefs that she / he expands from the status as well as background of his / her family (Bradley, 2009).
In Saudi Arabia, women are required to wear what is called abaya, or long black clothing.
Social
Social influencer is very diverse or can include individual families, social interactions, workplace and school communities, and groups of people from some affiliates. You can also include individual social classes such as income, living conditions, and education level.
Most rich people like to buy supercars and high-end products.
Personal
It means their unique habits, interests, and opinions about how people make decisions. When considering personal aspects, decisions are influenced by gender, age, background, culture, as well as personal problems (Brown, 2011).
Older people may behave differently than young people. That is, they select several products moreover invest money on items that might not be of interest to young generation.
Psychological
Awareness of need and situation, capability of person to understand or learn information, and personal attitude.
We have to buy food when we are hungry, buy a house to live in, buy clothes to wear, and when we are sick we buy medicine to heal ourselves (Cadogan, 2009).
Situational
Situational effects are temporary conditions that affect the behaviour of the buyer. This includes physical factors such as store purchase location, layout, music, lighting, and even scents.
In grocery stores, bread and dairy products are often placed on the other side of the store. This is because people often need both types of products. To buy both, you have to roam the entire store. Of course, there are many other items in the store that you might see or buy.
Question 2
Describe each of the marketing communication options.
Insert your response into the table below:
Marketing communication options
Explanation
Advertising
It has four characteristics. It's inherently compelling. It's non-personal. It will be paid to the identified sponsor. And it is disseminated through the mass channel of communication.
Packaging
Packaging also evolved into very important communication method for customers, dealers and producers. They are learning to rely on the packaging or other promotional formats to provide data that can be used for purchasing, marketing, and even shelving space battles.
Personal selling
Personal sales occur when marketer or salesperson sells a good and service to client ("Marketing Communication: Meaning, Purpose, Role, Process and Strategies", 2020). Personal sales can be a better help in strengthening relationship among your association and your end users.
Publicity and public relations
Public relations can help promote your brand throughout press releases, events, news, and public appearances. The function of the spokesperson is to present association in the better possible condition.
Sales promotion
Brands can be promoted throughout discount coupons, membership coupons, loyalty clubs, incentives, attractive packages and lucrative scheme for loyal consumers, generally designed deals or more.
Question 3
Question 3 has two parts: Question 3A and Question 3B, as given below.
Question 3A
Provide an explanation for the media vehicles and the advantages and limitation of each of your selected vehicles.
Insert your response into the table below:
Media vehicles
Explanation of vehicle
Advantages
Limitations
Television
An electronic broadcast system in which a special provider sends a series of video content to the public or subscribes to multiple channels, often via an antenna, cable, or satellite dish.
With television, you can also reach a huge number of people at the regional or national level in a short time.
Most ads are only 30 seconds or less in length, which limits the length of exposure. This limits the amount of information that can be communicated.
Direct mail
A marketing method in which a seller sends a marketing message directly to a buyer (Parente & Strausbaugh-Hutchinson, 2015). Direct mails include catalogs and product materials that you have the opportunity to order. Sales letter; Sales letter with pamphlet.
Advertising messages are intended for those who are most likely to purchase your product or service.
Some people don't like to receive offers by email and throw them immediately without opening the email (Peter & Olson, 2010).
Website
A connected pages group on the WWW that contains data about a specific subject.
Web advertising can raise awareness of your company and cover all new potential customers.
Some visitors don't want to see ads on their website, so they may close it. You can target only the customers you really want to buy.
Email
A system for sending messages over communication links between computers.
Being able to reach so many ex-customers by email can increase your interest in the product, which often results in increased sales.
Annoying commercial email or "spam" is annoying to consumers. If the message does not target the right people, the recipient may delete your email or unsubscribe.
Radio
Transmission and reception of electromagnetic waves within this range, especially when it can be converted to audible sound.
The vast array of radio program formats provides you with efficient directing of your advertising spend to the narrowly explained segment of customers who are likely to react to your offer (Smit, 2007).
Radio listeners spread across verious stations, so you might need to promote on multiple stations at the same time to reach your target audience.
Telemarketing
Telemarketing, or telemarketing, is an effective system for introducing and scheduling companies to prospects.
It provides an easy place to interact with prospects and answer questions and concerns about products and services.
More and more people are generally using a technology to eliminate unwanted callers, especially telemarketers.
Transit media
It's basically an ad that appears on everything that moves, such as bus, subway ads, next to taxis, and trucks, however it also includes electronic ads and fixed static at bus and train stations or platforms.
A low-cost, unique and eye-catching presentation guarantees a high retention rate (Żukowska, 2015).
Message design restrictions. It should meet some situations: to be short, it can be also received remotely by people who are in motion.
Question 3B
List three disadvantages and three advantages of selecting several media in media plan.
Insert your response into the table below:
Advantages
Disadvantages
· Have a various way to communicate with customers
· High cost
· Can reach to many target group of customers
· We have to create ads in many types for each media.
· Can increase sales performance
· Hard to create some ads which can reach all target of customers
Question 4
List and explain five relevant legislation, codes of practice and national standards that impacts marketing operations.
Insert your response into the table below:
Legislation/Codes/Standards
Summary of Key Provisions
1. Telecommunications
Whether the impact on 1997, the transmission or transmission of commercial communications is the "primary" means of marketing, promoting, or promoting your product or service, the originator of the message is e-marketing (Bradley, 2009). You need to consider whether the first means of marketing, advertising, or advertising is. Order of importance; or the main, major, or major means of marketing, advertising, or promotion.
2. Warranties and Guarantees
Impact on 2010, marketing professionals need to pay particular attention to consumer guarantees covered by Australian Consumer Law. These are marketing related as they cover the topic of what is promised or explained in marketing to customers before the purchase is made.
3. Australia's Do-Not-Call Register for Telemarketing
Australia's new...