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Course Code BSB42415 Course Name Certificate IV in Marketing and Communication Unit Code BSBMKG418 Unit Name Develop and apply knowledge of marketing communications industry Due Date Assessment Name Business Portfolio Part A: Short answer questions Part B: Case study Part C: Project Student No. ________________ Student Name _____________________________ Student Phone ________________ Student Email _____________________________ Student Declaration I declare that this assessment is my own work and where my work is supported by documents from my workplace placement/employer permission has been granted. Note: Filling out this coversheet as part of an electronic submission and approving the above information will operate in the same way as physically signing this cover sheet. Student name or signature: ___________________________________________ Office Use Only Date/s Received: ___/___/___ ___/___/___ ___/___/___ Date/s Assessed: ___/___/___ ___/___/___ ___/___/___ Result of Assessment: ___________ ___________ ___________ Entered on Training Plan Moderation Signature Note for Assessors: Filling out the above Office Use Only section as part of an electronic submission will operate in the same way as physically signing this cover sheet. If not physically signed, Assessor must print their name in signature box Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG418 Unit Title: Develop and apply knowledge of marketing communications industry Research the following TERMS and PHRASES. These are linked with your assessment. Attach your definition or explanation to each word. Please remember to Reference. Question 1 Name the five (5) different Stakeholder Analysis formats. Choose which one you prefer and explain why. Question 2 Name three (3) of the latest Marketing Trends. Which one do you believe will be most upcoming in the next year? Question 3 What is “Social Responsibility”? How important is it for society and companies to be socially responsible, explain why you believe this IS or IS NOT important? Question 4 Name three (3) companies that are considered most disruptive in their industries. Which one is your favourite and why? Question 5 Name five (5) career opportunities in Marketing. Which one would you apply for? Question 6 Is digital marketing replacing traditional marketing? Explain your answer. Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG418 Unit Title: Develop and apply knowledge of marketing communications industry PART B -CASE STUDY Task summary: You are required to undertake research to develop your knowledge of the marketing communications industry. You will then use the information gathered to prepare an industry information brochure brief. Read the following scenario and complete the activities that follow. Success College Australia is a thriving College offering a range of courses in business, marketing and management. Each time a course is advertised, the College develops an informative brochure to include on its web site about the industry to give students both more information about the industry that they may eventually find employment in, as well as help them in their decision as to whether to enrol in the course. As Success College Australia has recently advertised a number of new courses in marketing communication, your role as Marketing Officer is to develop the industry information brief for inclusion in a brochure that will be available on the web site. 1. Research the industry in preparation for developing your industry information brief. · First you will need to identify at least five sources of information that include information about the marketing communication industry. You will use this information to develop your brief. · The sources of information may vary but should include sources that include statistics about the marketing communication industry, as well as sources that may include anecdotal information such as opinion pieces. · Prior to preparing your industry information brief, you will need to research the following: · Definition of marketing communication · Types of marketing communications · Definition of integrated marketing communications · Key features of integrated marketing communications including common practices and media strategies · The role of the marketing communications industry on society and how this impacts on Success College Australia · Marketing communication and digital communications technologies, platforms and devices · Marketing communication industry trends, including impact of new/alternative technologies on the industry · Key stakeholders in the marketing communications industry, including industry associations and networks · Employment opportunities in the marketing communications industry · Marketing communication ethics and legislation applicable to your State of operation or study. 2. Develop industry information brochure brief. Develop a brief to address each of the points listed above. Your brief will need to be written in plain, clear and concise English and engaging. Ensure it is grammatically correct and error free before submitting. 3. Submit your brief to your assessor using the approved communication equipment. Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG418 Unit Title: Develop and apply knowledge of marketing communications industry PART C- PROJECT Task summary: You are to complete research to update your knowledge of the issues affecting the marketing communications industry. You will then develop strategies to combat these issues for inclusion into the Success College Australia's marketing plan. Instructions: Read the following scenario and complete the activities that follow The CEO at Success College Australia is concerned that the marketing communications just aren’t hitting the required targets, he believes that the website could be much better and that the Marketing Plan is outdated. The CEO has asked you, as the Marketing Officer, to conduct some research on known issues in the marketing communication industry and recommend new integrated marketing communication strategies for the coming year's marketing plan. Success College Australia's business plan refers to increasing international students by 1.2% in the following year and the Marketing department's operational plan refers to increasing the skill set of the marketing team to deal with the increasing technologies demand. Success College Australia is currently using the following marketing communications strategies – web site (with SEO), Facebook and Google Adwords. You are required to present your proposed strategies to the CEO (your assessor) in a brief meeting. 1. Develop your ideas for new integrated marketing communication strategies. · Review the Success College Australia's marketing plan provided by your assessor. · Research the current issues facing the marketing communications industry and possible solutions. You may also review your research from Assessment Task 1 and expand on it. Make sure you note your sources of information. Identify at least three common problems in the industry that may also apply to the College. 2. Prepare a report to present to the CEO (your assessor) that addresses the following information: · A brief introduction to the College and a short executive summary. This should be covered in approximately two-three paragraphs. · An overview of each issue identified and the proposed strategy to address it. Your strategies must align to the information provided about the marketing plan, the business and operational plans. · A stakeholder analysis. Identify all of the stakeholders in the strategies you are proposing and analyse the importance and influence of each. · The report must reference your sources of research information and be written concisely in a language suitable for the audience. It should also be presented in a professional format with no errors including grammar, spelling and punctuation. Present the issues, your proposed strategies to combat these issues, and the stakeholder analysis at the meeting with the CEO (your assessor). Your assessor will notify you of the date, time and location of the meeting. During the meeting you need to demonstrate effective communication skills including: · Presenting your ideas clearly and concisely and using appropriate language for the audience · Asking and responding to questions · Active listening skills 3. The CEO (your assessor) will provide feedback on your proposed strategies during your meeting. Make the recommended changes to your report and submit it to your assessor. Imagine Education�Student Assessment Cover Sheet Imagine Education�Assessment Questions Part A Imagine Education�Case Study Part B Imagine Education�Project Part C J:\VET\Business\Certificate IV in Marketing and Communication\BSBMKG418 - Develop and apply knowledge of marketing communication industry\STUDENT ASSESSMENT GUIDE\BSBMKG418 Student Assessment v1.0.docx MARKETING PLAN 2007-2008 Success College Australia Introduction Success College Australia recognises the importance of an effective marketing plan to promote the college, its image, and its resources to the community. The college Marketing Plan is a statement of how the college will seek to implement its mission and meet the objectives set out in the Strategic Plan 2015-2016. Purpose of the Marketing Plan The purpose of this document is to guide the administration, faculty and staff of Success College Australia to effectively market the college and its services to the community. Section I. Overview of Success College Australia A. Historical Summary and Overview of the College: Success College Australia is located in Ballarat, Victoria approximately two hours from Melbourne. The college has a practical service area surrounding the college and including approximately 124,000 people. It has approximately 165 employees and 5350 full time equivalent students. The signature programs of the college are its numerous business and marketing programs. The college is governed by a nine-member Board. B. Mission Statement: Success College Australia promotes excellence in learning, teaching, and service; provides lifelong educational opportunities; and serves as a cultural, intellectual, and economic resource for the community. C. Purposes of the College 1. To provide an environment that fosters excellence in learning and teaching. 2. To provide a university transfer program of high academic quality for students who plan to continue their education. 3. To offer degree and certificate programs to develop or enhance occupational skills that repare learners for a changing global economy. 4. To provide developmental courses to prepare students to do college level work. 5. To provide adult education and workforce development. 6. To provide comprehensive student services to enhance students’ success. 7. To promote the civic and cultural life and the economic development of the community. 8. To make education accessible through innovative instructional methods. D. Listing of Academic Programs · Basic Studies – introduction to university studies · Bachelor of Business · Bachelor of Business (Accounting) · Bachelor of Business (Event Management) · Bachelor of Business (Human Resource Management) · Bachelor of Business (Marketing) · Bachelor of International Relations · Bachelor of International Business · Bachelor of Marketing Communications · Graduate Diploma of Business Administration · Graduate Certificate in Marketing · Master of Business Administration · Master of International Business · Master of Marketing Communications · Master of Management