Australian International Training Academy Pty Ltd t/a
My Business College (MBC)
ABN: 76 141 358 045
CRICOS Provider Code: 03694G National Provider Code: 45368
Level 4,225 Clarence Street, Sydney, NSW 2000
Phone: (02) 8937 0969
Email: [email protected] Website: www.mbc.nsw.edu.au
Australian International Training Academy Pty Ltd t/a
My Business College (MBC)
ABN: 76 141 358 045
CRICOS Provider Code: 03694G National Provider Code: 45368
Level 4,225 Clarence Street, Sydney, NSW 2000
Phone: (02) 8937 0969
Email: [email protected] Website: www.mbc.nsw.edu.au
Learner Assessment Pack
Design and Develop an Integrated Marketing Communication Plan
BSBMKG523
Precision Group (Australia)
Level 19, 288 Edward St, Brisbane, QLD, 4001
Email: [email protected]
Website: www.precisiongroup.com.au
© Precision Group (Australia)
BSBSMKG523
Design and Develop an Integrated Marketing Communication Plan
Content in the Assessment Pack has been reproduced with kind permission from material produced and owned by the Department of Education, Training and the Arts.
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Copyright Notice
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Disclaimer
Precision Group has made a great effort to ensure that this material is free from error or omissions. However, you should conduct your own enquiries and seek professional advice before relying on any fact, statement or matter contained in this book. Precision Group (Australia) is not responsible for any injury, loss or damage as a result of material included or omitted from this material. Information in this course material is current at the time of publication.
Version Control & Document History
Date
Summary of modifications made
Version
6 July 2015
Version 1 final produced following assessment validation.
1.0
10 December 2018
Modification of Short Answer Questions and Practical Assessment.
2.0
Table of Contents
Assessment Delivery 120
Learner Information 121
Steps for Learners 123
Resources Required for Practical Assessment 124
Assessment Agreement 125
Assessment Tasks 128
Short Answer Questions 130
Practical Assessment 151
Part I. Determining Marketing Requirements 157
Part II. Designing a Marketing Communication Strategy 185
Part III. Developing a Creative Brief 218
Recording 238
Record of Assessment 239
Learner Assessment Pack
Assessment Delivery
Learner Information
This Learner Assessment Pack is designed for you to complete the assessments for BSBMKG523 Design and Develop an Integrated Marketing Communication Plan. The assessment tasks include Short Answer Questions where you need to demonstrate your knowledge and understanding of the unit, and the Practical Assessment where you need to demonstrate your skills required in the unit. You may prefer to use your organisation to complete the Practical Assessment. If you don’t have access to a real workplace, you may use the simulated business, Bounce Fitness. The simulated business, Bounce Fitness, is accessed by going to
. Ensure to discuss this with your Assessor prior to commencing with the assessment.
Each Learner Assessment Pack is made up of three (3) parts:
Assessment Delivery
Learner Information
Steps for Learner
Assessment Agreement
Assessment
Contextualisation
Assessment Tasks, including:
Short Answer Questions
Practical Assessment
Recording
Record of Assessment
Before you commence your assessment, ensure that you have good knowledge of the subject, have thoroughly read your Learner Resource, and clearly understand the assessment requirements and the expectations of the Assessor.
Most assessments are designed to be completed using your industry/organisation, but your Registered Training Organisation (RTO) may assist you with using the simulated business.
You may be required to demonstrate knowledge and skills which may be difficult for the Assessor to witness. A Supervisor/Observer Declaration is included in some assessment tasks which will allow the knowledge or skill to be verified by at least one (1) third party signatory, and preferably two (2) or more witnesses. These witnesses would usually be your current or recent supervisors, or your Assessor.
Instructions are given for each task. If you have questions, consult with your Assessor.
To contextualise this assessment to your industry/organisation, you must complete a few additional tasks based on your employer’s industry. These will be provided by your Assessor.
The practical assessment tasks may be completed using your own workplace, the simulated business, or a mixture of both as instructed by your Assessor.
Records of all aspects of the assessment must be kept in your Learner Assessment Pack
The record of assessment is a legal document and must be signed, dated, and a copy stored as required by your Registered Training Organisation (RTO).
Steps for Learners
Your Learner Assessment Pack:
1. Upon receiving your Learner Assessment Pack, discuss with your Assessor the expectations of this Assessment. You may also need to supply contact details of one or two work referees who can confirm your skills in the industry. Discuss with your Assessor if you intend to undertake the practical tasks based on your employing organisation, or using the simulated business Bounce Fitness, or a mix of both.
2. Your Learner Assessment Pack is where you will get the task information. Complete each task as instructed using either your own workplace, or using the simulated business, Bounce Fitness as discussed with your Assessor.
3. After you complete your assessment, gather and submit your evidence documents as detailed in the task(s) in the timeframe agreed with your Assessor.
Resources Required for Practical Assessment
To complete the Practical Assessment projects, you will require access to:
· A workplace that will allow you access to:
· People, including:
· Workplace supervisor
· One (1) client of the organisation
· Opportunity to design and develop an integrated marketing communication plan
If you will be taking the Simulated Workplace Assessment, you will require access to:
· One (1) volunteer to participate in role play activities
· Video camera or a mobile phone with video recording capabilities
· A safe environment to conduct the role play activity
Assessment Agreement
Instructions:
Discuss this section with your Assessor before commencing then sign the confirmation at the end of this Agreement.
Have you signed off
Delivery Method
Classroom
Small Group
One-on-One
Online
Other (please describe)
Assessment Pathway (see Practical Assessment)
Learner’s Organisation (Pre-assessment meeting conducted)
Simulated Business
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
Office equipment and resources
Relevant legislation, regulations, standards, and codes
Case studies and, where possible, real situations
Interaction with others
Assessors must satisfy NVR/AQTF assessor requirements.
I confirm that the activities and assessment completed as part of this unit are my own work and comply with all relevant copyright and plagiarism rules. I understand that if there is any doubt of the authenticity of any piece of my assessment, I can be orally examined, and the signatory of evidence records may be contacted.
Learner’s name
Learner’s signature
Date
Assessor’s name
Assessor’s signature
Date
End of Assessment Agreement
Learner Assessment Pack
Assessment Tasks
Tasks
Complete all tasks in this assessment as instructed. If you have questions, consult with your Assessor.
Contextualisation of Assessments by RTOs
Precision Group recommends to all RTOs that they contextualise tasks to suit particular industry requirements and specific organisational requirements. Contextualisation must retain the integrity of the assessment and the outcome of the unit of competency.
Australian International Training Academy Pty Ltd t/a
My Business College (MBC)
ABN: 76 141 358 045
CRICOS Provider Code: 03694G National Provider Code: 45368
Level 4,225 Clarence Street, Sydney, NSW 2000
Phone: (02) 8937 0969
Email: [email protected] Website: www.mbc.nsw.edu.au
Australian International Training Academy Pty Ltd t/a
My Business College (MBC)
ABN: 76 141 358 045
CRICOS Provider Code: 03694G National Provider Code: 45368
Level 4,225 Clarence Street, Sydney, NSW 2000
Phone: (02) 8937 0969
Email: [email protected] Website: www.mbc.nsw.edu.au
Assessment tasks for BSBMKG523 Design and develop an integrated marketing communication plan
Version 1.1
Approved date: 30 July 2020
Review Date: 30 July 2022
Approved by CEO
Page 238 of 130
Assessment tasks for BSBMKG523 Design and develop an integrated marketing communication plan
Version 1.1
Approved date: 30 July 2020
Review Date: 30 July 2022
Approved by CEO
Page 239 of 130
Short Answer Questions
Question 1
Outline two (2) economic trends, two (2) social trends, and two (2) industry trends that are relevant to communication marketing for each of the media options listed below.
Media Option
Economic Trends
Social Trends
Industry Trends
a. Internet
b. Since 1991, the government has been developing and implementing various policies to improve the country's economic situation. Various rules relating to international trade activities were regularized during this process. The aim was to entice international investments to invest in the economy.
i. Members are looking for ways to exercise that match in with their new way of life as interest in fitness grows. Without a doubt, 2020 has been an odd year, but the New Year presents us with an opportunity to rise and develop. Nobody knows what the year 2021 will bring, but you can bet that the fitness industry will be ready for it.
i. Wearable tech, fitness trackers, and other fitness technology continue to shape the fitness industry. Smart watch users are exchanging more health data and have access to a wealth of knowledge.
c.
i. In addition, the Australia began to work on improving infrastructure, as this is a significant factor in attracting foreign investors. A proper connection between roadways and waterways has been established for quick transportation. This also aided in attracting international investment, which raised the income of Australia's skilled workforce.
ii. Fitness influencers and marketers are demonstrating that fitness is for people of all ages, heights, and colors. Consumers are more aware of social problems and look to companies for guidance about what they plan to do and where they stand on these issues.
ii. Home fitness is unsurprisingly high on the list of patterns for 2021. At-home fitness technology and facilities will continue to provide people with new ways to workout in the privacy of their own homes.
d. Sales Promotion
i. The big change we're seeing today is from historical data analysis to using data to be more predictive. Sales teams use advanced analytics to determine not only which prospects are the best, and also which ones can help reduce risk. In reality, three-quarters of rapidly companies believe they are above average in these regions, while 55 percent–60 percent of sluggish participants agreed they are average.
i. In order to better understand the consumer, a successful sales company must investigate all possibilities. It's critical for sellers to know who their individual customers are, who the investors are, who the judgment are, who the influencers are, and then who controls the budget — as well as how they see their business.
i. Most shoppers now purchase items virtually, so the days of receiving pamphlets from various brands advertising their goods at great discounts are long gone.
e.
ii. Outsourcing of parts of (and sometimes all) of the sales value chain is one of the sales patterns we noticed while conducting research for Sales Growth. What's actually new is that the technology we discussed has made it possible for third-party suppliers to manage an entire company's edge sales process. From marketing strategies to consumer acquisition and fulfilment.
ii. Aside from advertisements, personal selling, advertisement, and direct marketing, sales promotions involve incentive offers and interest-generating activities that are usually short-term market where companies.
ii. The whole world is now connected to the internet, and you should be as well. Using someone's celebrity to promote and market your products and services is likely to benefit both parties.
Products
Analyses
Media Options
Explanation
i. Pre work out powder
Concept:
It can assist in energy, mental performance, and can improve performance during long-duration endurance sessions.
Target market:
people of age group 20 and above
i. internet
email marketing and internet marketing is the beast option to aware about this product.
ii. social media
influencer marketing is yet another best option.
ii. chocolate bars
Concept:
It contains caffeine, a natural agent that activates the brain and improves alertness.
Target market:
audience who wants to build muscles and want toned body.
i. email marketing
As it targets specific group of people.
ii. e retailing
no store would be built to sell this product.
Services
Analyses
Media Options
Explanation
i. 15 pack of 30-minute Personal Training Sessions
Concept:
It is a yet another workout with a personal trainer from Bounce Fitness.
Target market:
Age limit of 18 to 40
i. Referral marketing
Multichannel marketing is best as it connects one people to another.
ii. social media
Target market will get to know via various social media platforms.
ii. Personal training
Concept:
the concept of one to one training sessions
Target market:
age limit of 18 to 45
i. fairs and exhibition
people can personally went to exhibition to clear their doubts one to one
ii. Google ads
gooogle ads is another effective way to solve personal query.
Question 3
Summarise two (2) key provisions that affect the marketing operations of each of the following legislation, codes of practice, and national standards:
Legislation
Key Provisions
a. Disability Discrimination Act 1992
i. To ensure consumer rights, fair trade, fairness, and reliable information, all marketing practices to promote Bounce Fitness goods must adhere to the national Australian Consumer Law.
ii. Bounce Fitness items must be manufactured in a way that is environmentally friendly.
b. Australian Copyright Act 1968
i. In all of its corporate practices, Bounce Fitness adheres to equal employment opportunities and anti-discrimination legislation.
ii. Trainers provide an atmosphere free of prejudice and abuse during personal training sessions.
Question 4
Explain the following principles of consumer behaviour. Each explanation must be 25 – 50 words in length.
Principles
Explanation
a. Purchase activities
For the procurement of resistance devices, Bounce Fitness collected estimates from a variety of distributors. Bounce Fitness noticed that the most affordable price per unit was $2,654 on average. The average purchase price per Centre, after GST, was $46,887.
b. Use or consumption activities
Bounce Fitness has signed a favorable lease with the property management company that runs the centers where the facilities will be situated on both assets. Bounce Fitness has been given a three-year lease with a three-year renewal option by the company.
Question 5
Explain how each principle listed below influences buyer behaviour. Each explanation must be 25 – 50 words in length.
Influences
Explanation
a. Economic conditions
Since demand for Bounce Fitness services is anticipated to raise in the current year of operations, gross revenue is expected to exceed $2,000,000 in the second year.
b. Personal preferences
The target group would be interested in a balanced approach to achieving a healthy weight.
Question 6
Summarise three (3) marketing communication options for the following markets. Each summary must include how the marketing communication option addresses the needs and wants of individuals or households towards goods and services for their personal gain.
Limit each answer to 20 – 30 words.
Type of Market
Summary of Marketing Communication Options
a. Consumer market
i. The preferred mode of advertising is word-of-mouth. Bounce Fitness hopes to hold information seminars on its services at all the Chamber of Commerce luncheons, service groups and schools within a 30-mile radius of the business.
b.
ii. Bounce Fitness also plans to proceed with the tendering process, approaching medical centers and aged care facilities with special provisions for their residents to boost their health and wellbeing through food, exercise, and affection.
c.
iii. Bounce Fitness can charge less for similar services than the other companies because it has lower costs and less staff than the larger companies.
d. Business-to-business market
i. Bounce Fitness intends to keep wage and payroll costs down in the future. Rather than outsourcing services, Bounce Fitness has paid a salary their personal trainers to accomplish this goal.
e.
ii. Bounce Fitness provides membership packages at a discounted rate for those who pay in full.
f.
iii. Bounce Fitness also plans to proceed with the tendering process, approaching medical centers and aged care facilities with special arrangements for their residents to boost their health and wellbeing through food, exercise, and companionship.
g. Government or non-profit market
i. Wellness and Australian health initiatives programs
ii. International and national organization for health and social development
iii. Radio and Tv advertisement in addition to med claim facility by government.
Question 7
Describe these media vehicles for the given marketing communication options listed below.
Media Vehicles for Marketing Communication Options
Description
a. Billboards for advertising
Billboards are usually installed in high-traffic areas, such as roads and suburbs, to ensure that the greatest number of drivers and pedestrians see them.
b. Exhibition for events
Exhibitors have the opportunity to sell their new offerings to a wide number of interested participants at the medical equipment show.
c. Television for public relations
Campaigns in the media will elicit public debate about health issues.
Question 8
Contrast the three (3) media vehicles used for marketing communication options identified in Question 7. Then determine which one will be the most appropriate for a start-up tech business. Explain how you came to your decision.
a. Contrast the three (3) media vehicles identified in Question 7
Billboards for advertising vs. Exhibition for events
As compared to the exhibition, billboards are a perfect way to meet the masses – to get to where they stay, travel, work, and socialize.
Billboards for advertising vs. Television for sales promotion
Both adverting method is for mass media, but television is more great media for the sales promotion.
Exhibition for...