ASSESSMENT TASK 2: Project
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Task Summary:
This assessment task requires you, in the role of Marketing Officer for Ozwide Dream Clean, to identify creative and innovative ideas for marketing communication in order to assist with business growth. You must then present your ideas at a meeting with senior management, as well as an investor who is considering investing in the business. The presentation of ideas should use innovative approaches in order to provoke response, reaction and critical analysis from the audience.
What do I need in order to complete this assessment?
§ Access to textbooks/other learning materials
§ Computer with Microsoft Office and internet access
§ Briefing Report Template
§ Presentation space
§ Roleplay participants
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?
§ A briefing report
§ A Powerpoint presentation
§ An e-mail to your assessor about the briefing and presentation
§ A written blog
§ An email to your assessor about the blog
what do I need to do if I get something wrong?
If your assessor sees that you have not completed all parts of the task completely and satisfactorily, the details of resubmission will be discussed with you when you are advised of the outcome of this task. You will only need to redo the parts of the task that are incorrect; however, you will need to resubmit the entire assessment again.
Assessment Instructions:
Read the following scenario and complete activities
SCENARIO
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Ozwide Dream Clean is a small cleaning business that services both residential and commercial customers. Business is split evenly between residential and commercial customers. The business prides itself on its point of difference of being a high-quality provider of cleaning services. Cost of services are slightly higher than competitors, due to this point of difference. Currently customers call the office by phone to book cleaning services.
To date, the business has done little marketing. It has a basic web site that includes three pages: About Us, Services Offered and Contact Details. Luckily, the business has a great reputation, and has a significant number of customers who have mostly come through a referral.
The Managing Director of the business wishes to grow the business through a number of strategies, with one of them being to increase marketing communications. As the newly appointed Marketing Officer, you have been tasked with coming up with suitable creative and innovative ideas for marketing communication and to present these ideas using innovative communication approaches at a formal presentation to senior management and a potential investor.
At this stage, the Managing Director has advised that you should come up with as many ideas as possible, which are to be further analysed for suitability. He wants you to be as creative as possible in coming up with ideas.
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1.
Analyse information for communication to others and prepare a briefing report
You are required to conduct research in order to distil the key themes, messages and positions for the presentation you are required to give about marketing communication.
You should therefore identify sources of information (at least three) about marketing communication and conduct research on the importance of marketing communication, as well as identifying creative and innovative marketing communication options available to Ozwide Dream Clean.
Critically review at least three possible creative and innovative marketing communication options for the company, including evidence to back up the effectiveness of the options you identify, for example, statistics or industry support.
Think about the key messages that you wish to provide to the management team and investor at the meeting where you will present your ideas, including the importance of marketing communications, your critical analysis of the creative and innovative marketing communication options you have identified, including information/statistics to back this up, as well as reasons why the ideas you recommend should be supported.
You should also research and analyse creative techniques that you can use to present this information to a group that is unfamiliar with marketing communication and in order to provoke interest in your presentation, as well as reaction through the audience getting involved in discussion about marketing communication ideas.
As part of this, reflect on the enabling skills and attributes of individuals who can effectively participate in discussions about ideas. Identify at least two skills and attributes and explain how you can enable these skills and attributes to maximise participation in your discussion.
When you have completed your research, develop a short report for your assessor that includes the following information:
§ Details of the information sources you used to find out about marketing communication methods.
§ The importance of marketing communication.
§ Details of at least three creative and innovative ideas of marketing communication options for Ozwide Dream Clean including the effectiveness of each of the marketing communication options and reasons why all or any of the options should be supported.
§ Supporting evidence: facts to support the effectiveness of the marketing communications ideas you are recommending.
§ Strategies for presenting information to a group that is unfamiliar with marketing concepts. You need to assess at least three persuasive communication techniques that could be used to present the information to this specific group.
§ Your ideas for at least three different techniques to engage and provoke response from your audience with your ideas.
§ Identification of at least two skills and attributes and an explanation of how you can enable these skills and attributes to maximise participation in your discussion.
§ A summary of the key themes, messages and positions that you will present.
§ Organisational or legislative frameworks applicable to communication
Your report should be written in clear and concise English and address all of the above points.
Use the Briefing Report Template to guide your work.
Your briefing report should be about two pages.
2.
Create a PowerPoint presentation
You are now required to prepare your presentation, which should include the following:
§ Use at least one story in your presentation as a technique for describing the idea.
§ Use at least one form of multimedia in your presentation to get your ideas across, for example, music, a video, photographs.
§ Either share personal information or use humour to illustrate your ideas.
§ Use hard facts to support your ideas: information on the effectiveness of the marketing communication methods you are suggesting for the business.
The conditions above are designed to ensure that you deliver a presentation that will provoke response and reaction from participants. This will be evidenced by the way that the meeting attendees:
§ Look at your presentation for its duration
§ Answer any questions that you ask
§ Ask questions of you
§ Volunteer suggestions to contribute to your idea
§ Laugh (or at least smile) at any humour that you use.
You will be assessed on your ability to get the presentation audience to participate in this way.
You will have only 10 minutes to get your ideas across.
Save this file as Ideas Presentation
Plan and practice your presentation.
3.
Send an email to your assessor.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachments, and ask them for the date, place and time of your presentation.
Attach your briefing report and ideas presentation to the email
4. Conduct your presentation
Present your ideas at the meeting with the Managing Director and investors. Your assessor will roleplay the Managing Director, and another student will play the role of the investors.
Keep in mind that the objective of this assessment task is to give you the opportunity to demonstrate your ability to articulate, present and discuss your ideas.
The contents of your presentation, and they manner in which you present it, should demonstrate innovation, creativity and critical thinking.
So, part of your task is to capture the attention and the imagination of the audience. Speak to the audience directly while you are presenting. Ask them for their input and discuss this with them. Be prepared to take the discussion along any tangents that the audience proposes.
After your presentation, you must provide the opportunity for questions and discussions. When asked questions, you must provide your response confidently and with facts or relevant information to support your response.
The Managing Director and investor will discuss your ideas, as well as their own, and you will need to show, through using active listening and appropriate non-verbal communication skills, that you are open to discussion about ideas.
During the presentation, demonstrate effective communication skills including:
§ Speaking clearly and concisely
§ Speaking clearly and concisely
§ Using non-verbal communication to assist with understanding
§ Asking questions to identify required information
§ Responding to questions as required
§ Using active listening techniques to confirm understanding
5. Develop a blog.
You have to prepare a blog based on the ideas that you have developed. You should also include the input from the meeting, refining of your ideas, and generating new ideas.
The objective of the blog is to show that you can express your ideas in writing, as well as verbally. It will also be a record of the ideas and discussions generated during the presentation.
This blog will be uploaded to the staff intranet for input by all staff. The blog should feature the ideas that seem to be most appropriate for the business and include facts to support the effectiveness of the marketing communication option. It should also identify those ideas that were most liked by the group and encourage all staff to give their ideas.
The blog should be presented in a way that is easy to understand and could use images to assist with the information presented.
The blog should be approximately one page and be written in clear and concise English.
6. Send an email to your assessor.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment.
Attach your blog to the email
What do I need to hand in for this task?
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Have I completed this?
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A briefing report
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A Powerpoint presentation
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An e-mail to your assessor about the briefing and presentation
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A written blog
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An email to your assessor about the blog
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