ASSESSMENT TASK 1: Written questions Task summary: In this assessment task, you are required to answer all questions correctly What do I need in order to complete this assessment? Access to textbooks...

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ASSESSMENT TASK 1: Written questions Task summary: In this assessment task, you are required to answer all questions correctly What do I need in order to complete this assessment? Access to textbooks and other learning materials. Computer with Microsoft Office and internet access. When do I do this task? This task may be done in your own time as homework or you may be given time to do this task in class (if applicable). Your assessor will advise. what do I need to submit? · Answer to all questions what do I need to do if I get something wrong? If your assessor marks any part of your assessment as not satisfactory, they will give you some feedback and talk to you about resubmission. Written answer question guidance The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected. Note that the following guidance is the minimum level of response required. Analyse: when a question asks you to analyse something, you should do so in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long. Compare: when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long. Contrast: when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long. Describe: when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long. Discuss: when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long. Evaluate: when a question asks you to evaluate something, you should put forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long. Examine: when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long. Explain: when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long. Identify: when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long. List: when a question asks you to list something, this means that you are asked to briefly state information in a list format. Outline: when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long. Summarise: when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long. ASSESSMENT INSTRUCTION Provide answers to all of the questions below: Discuss the major types of marketing communication techniques. You should outline at least five methods and provide a brief description of each, including one key point about effectiveness of the marketing communication technique. Explain how the stage at which a product is (the product life cycle) may impact on the choice of marketing communications. Explain how marketing communications may differ for business to business as opposed to marketing to consumers. Discuss the effectiveness of mass media advertising in the convergent marketing communication industry. Discuss how communication with consumers differs in digital marketing versus traditional marketing. Discuss the advantages of digital marketing versus traditional marketing. Explain why direct selling is most effectively used in conjunction with a range of marketing communications. Describe public relations and advertising and discuss differences between the two. Explain the concept of customer-centric marketing communication and the advantage of this approach. Explain how the Internet has empowered consumers. Explain at least one advantage for marketers in using social media as a marketing communication technique, as well as one disadvantage. Outline at least two advantages and two disadvantages of mobile marketing. Explain the concept of pay per click and compare with Search Engine Optimisation (SEO). Discuss the importance of communication synergy in integrated marketing communications? Discuss why on-line media offers a more customer focussed form of marketing communication. Discuss why it is important for marketers to seek customer’s permission to send ad messages via mobile phones. What do I need to hand in for this task? Have I completed this? Answers to all questions 1 Assessment 1 BSBMKG440 Assessment Guide v1.0 March 2021 ASSESSMENT TASK 2: Project Task Summary: This assessment task requires you, in the role of Marketing Officer of Broad Shire Council, to conduct research and prepare a briefing report and an action plan for the proposed marketing communications to promote Plastic Free July. This assessment is to be completed in the simulated work environment in the RTO. What do I need in order to complete this assessment? 1. Access to textbooks/other learning materials 1. Computer with Microsoft Office and internet access 1. Briefing Report Template 1. Action Plan Template 1. Legislation Report Template When do I do this task? This task may be done in your own time as homework or you may be given time to do this task in class (if applicable). What do I need to submit? 1. Email with the following attached: 5. Briefing Report 5. Action Plan 5. Legislation Report what do I need to do if I get something wrong? If your assessor marks any part of your assessment as not satisfactory, they will give you some feedback and talk to you about resubmission. Assessment Instructions: Read the following scenario and complete the activities: SCENARIO You are the Marketing Officer for Broad Shire Council. The Council runs a number of campaigns throughout the year aimed at changing residents’ behaviour. This year, the Council is keen on raising awareness about the problems of single use plastic and to encourage residents not to use single use plastic in July, as well as on an ongoing basis. This relates to a national initiative called Plastic Free July as detailed in: http://www.plasticfreejuly.org/ The Council has indicated that it wishes to promote Plastic Fee July to local residents, schools and businesses. Specifically, discussions with senior management indicate that its objectives for the campaign are: 1. To create awareness amongst local business, schools and residents about the problems associated with single use plastic. 1. To encourage local business, schools and residents to get involved in the challenge to attempt not to use any single-use plastic during July. The council understands that it needs to compete with a range of numerous environmental initiatives, so they would like to ensure that marketing communication is innovative and creative to capture the attention of the target groups. The Council’s overall communication and marketing strategy indicates that, generally, a combination of advertising, editorial, digital and social media are to be used for all marketing campaigns, along with targeted community engagement activities as relevant i.e. one event or more must be conducted. There is a small budget attached to the campaign, $5,000. Essentially it is expected that the budget may cover an event or series of events during Plastic Free July and that marketing communications need to focus on low cost marketing communications options. Assume that it is April and you have approximately 12 weeks to plan and implement the campaign. 0. Research marketing communication tools. Research marketing communications options for Broad Shire Council, using the Plastic Free July web site as your main resource. You will be required to prepare a report and action plan for senior management that will need to be approved prior to developing and implementing marketing communications (Assessment Task 3). Your assessor will provide you with templates for developing the briefing report and action plan. Using the Plastic Free July web site and any other resources you choose, research possible marketing communication options to achieve the stated marketing communication objectives of raising awareness and encouraging behavioural change, as well as to meet the budget allocated. You should review at least six options for marketing communications, ensuring that you identify and evaluate a mix of marketing communication options in accordance with the Council’s overall communication and marketing strategy as indicated in the scenario. Your report will need to explain traditional marketing communication techniques and their relevance to Council’s requirements, as well as how such techniques can be integrated with digital and social media marketing to form an effective integrated marketing communication campaign. As the customer is the key in integrated marketing communication, you should also explain the importance of customer-centric marketing. 0. Write a briefing report for marketing communication. Develop a briefing report that includes: 1. A purpose statement to clearly identify the purpose of marketing communication for Broad Shire Council for Plastic Free July. 1. The objectives of the marketing communication for Plastic Free July, as well as the target groups to whom the marketing communication is directed. 1. Key messages to convey to the target groups and that will be consistent across all marketing communication. Use the Plastic Free web site to come up with your own ideas about logos/slogans that can be used across all marketing communication to create the key message. Explain how these key messages are important for an effective integrated marketing communication campaign. 1. An evaluation of each of the six marketing communication options and how these take into account the marketing communication objectives of the Council. As indicated above, your report should address a mix of marketing communications, including both traditional marketing communication methods, as well as digital marketing, as well as how the identified marketing communication options integrate to create effective integrated marketing communication. Your report should also explain the importance of customer-centric marketing. 1. Recommended marketing communication options. Use the Briefing Report Template to guide your work. Develop an action plan for identified marketing communication options Develop a Marketing Communications Action Plan that shows how the marketing communications that you have identified will be actioned leading up to Plastic Free July, as well as during Plastic Free July. Use the Action Plan Template to guide
Apr 27, 2022
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