MCC4-20_1.1 The communication industry
ASSESSMENT TASKS Qualification details: BSB40820 Certificate IV in Marketing and Communication SBTA internal reference: MCC4-20_1.1 The communications industry Units of competency: BSBMKG439 Develop and apply knowledge of communications industry Student’s ID: students to insert their ID this column and on all pages, Assessor’s name: assessor name is inserted. ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS AND ACTIVITIES Assessment task instructions: •You must respond to all questions and you must answer them to the required level, e.g. provide the number of points, to be deemed satisfactory in this task. •Your assessor will give you feedback once this assessment task is marked.. Purpose of the assessment task: To complete the unit requirements safely and effectively, the individual must demonstrate understanding of: · current issues and trends which affect the communications industry · employment obligations and opportunities of the communications industry · industry structures and networks · organisational and client operating environments, structures, and business and marketing plans · current digital communications technologies, platforms and devices · principles and practices of communications and media strategies · trends including impact of technologies on the industry Assessment conditions and resources: •Assessment will be conducted in a safe and simulated work environment and include access to: •relevant legislation, regulations, communications equipment, technology, industry simulated environment •workplace documentation and resources relevant to performance evidence Questions: 1.1. Research the communications industry and list a minimum of three issues and three trends that currently affect the industry, and complete the table below. GUIDE: 150 WORDS 3 Issues affecting the industry 3 Trends affecting the industry 1 1 2 2 3 3 1.2. Read the “The Market Hub Co.” scenario and complete the table. GUIDE: 300 WORDS The Market Hub Co. - Scenario 1 The Market Hub Co. (the Hub) has been established in 2015 and since then the Hub has been providing marketing, advertising, social media and communications services to businesses Australia wide. As more businesses increase their online marketing strategies to mark and communicate their services to clients, the Hub must employ more staff to keep up with the increased market demand. The HR Manager, Ranger, asked you to research and develop notes for the new induction information session which all new staff will be required to attend and he gave you a table to record your findings. Ranger has specifically requested for you to research and record the following information which he will include in his presentation to the new staff at the new upcoming induction. · Employment obligations of employers who function within the communications industry · Employment obligations of employees working in the communications industry · Employment opportunities and growth of the communications industry; and · Ranger also wants you to identify and explain the principles, practices and current media strategies of the industry in general. He requested 3 examples for each of the points he listed above as he needs all staff to have a good overview and understanding of the communications industry and therefore he also wants you to provide explanations of why these points are necessary for the staff to understand and apply. Topics List of researched responsibilities Why is this information relevant and important Provide a link of your research or location Communications industry employer obligations Communications industry employee obligations Communications industry employment opportunities Research principles and practices of the communications industry and address the following 2 points. Outline three principles of marketing communications strategies Outline three commonly used marketing communications practices Outline a marketing strategy for the following 2 scenarios (Scenario A and Scenario B) and explain your reasoning. Scenario A: A market leader business is launching a new product with a large budget for marketing Answer: Reason: Scenario B: A small business aiming to increase customer awareness within their local community Answer: Reason: 1.3. Research the current trends and the use of digital technologies and platforms. Use the table below to demonstrate your understanding of how these impact on the communications industry. GUIDE: 300 WORDS Topics Trends Impact Why are they being used Digital technologies 1 2 Digital platforms 1 2 1.4. Research and outline two marketing industry networks (associations) that you could participate in. Complete the table below. GUIDE: 150 WORDS Network Name: Industry Focus Activities/Offerings of the Network (how can you participate) 1.5. You see products being advertised and marketed all the time. Research an advertised product and the business/organisation marketing this product and complete the following table. GUIDE: 150 WORDS Research links or sources information to select the organisation Organisation’s name Organisation’s industry Organisation’s marketing strategy In your own words explain how, the organisation’s choice of the marketing strategies, influence the development and implementation of the organisation’s business plans (business planning) and their marketing plans (planning for marketing). ASSESSMENT TASK 2: RESEARCH AND ANALYSE COMMUNICATIONS INFORMATION Assessment task instructions: •You must respond to all activities and you must address them to the required level, e.g. provide the number of points, to be deemed satisfactory in this task. •Your assessor will give you feedback once this assessment task is marked.. Purpose of the assessment task: Evidence required to demonstrate the ability to: Identify and access sources of information on the communications industry Research identified sources of information and document outcomes Analyse the communications industry sectors, associations, networks and societal role and key stakeholders Analyse technological developments, trends and issues of the communication industry Assessment conditions and resources: Assessment will be conducted in a safe and simulated work environment and include access to: •relevant legislation, regulations, communications equipment, technology, industry simulated environment •workplace documentation and resources relevant to performance evidence. Activities: Read the case study below and complete all activities below. Case Study – The Marketing Hub Co. The Marketing Hub Co. is an advertising and marketing agency. The Hub has been providing marketing, advertising services to business Australia wide. Their head office is situated in Sydney CBD. The Marketing Hub Co. would like to remain at the forefront of the communication industry and be able to support their clients and customers to remain competitive and profitable in the furture. The Marketing Hub Co. Managing Director, Martin, and Ranger, the HR Manager, have been meeting and planning regularly about the future security of the business. Ranger has been given the responsibility to compile information so he can develop a report on the current trends in the marketing communication industry which will be presented to Martin and any appointed industry stakholders and clients with the aim to assist them with investing in new marketing ideas and to remain in the forefront with new customers. 2.1. You are now required to conduct your research and identify sources of information for the communication industry. GUIDE: 150 WORDS to 300 WORDS Read the scenario below and complete all points in this activity. The Market Hub Co. - Scenario 2 In this scenario, you have taken the role of Ranger. You will be required to complete all activities in this assessment task using the The Marketing Hub Co. as your reference. In your research, you must demonstrate mathematical skills to interpret data and statistical information when researching information online. Refer to the following website https://www.hubspot.com/marketing-statistics when conducting your research. Note: your assessor will act as Martin and advise you of the report submission process. Your research is to include the following key points. a) Identify and access sources of information on the communications industry b) Research identified sources of information and document outcomes in a report. c) Analyse the communications industry sectors, associations, networks and societal role and key stakeholders and such as AMI, ADMA and AANA, bloggers or online magazines and review information on the marketing communication industry. d) Analyse technological developments, trends and issues of the communication industry. e) To demonstrate your research skills, use the space below to record your research, including links, sources of information. Information found / identified / collected and compiled Sources of information / links / books / reading / reports reviewed etc… Drafted report information Outcomes and record of sources of information on the communications industry accessed and reviewed Outcomes and record of communications industry sectors, associations, networks and the societal role and key stakeholders review and analysed Outcomes and record of technological developments, trends and issues of the communication industry reviewed and analysed 2.2. Refer to the following scenario and complete the activity. The Market Hub Co. - Scenario 3 Whilst compiling information about the overall communications industry, for your report, you have also attended a management team meeting during which the team discussed the company’s stakeholders and also the changing structure of the marketing department in the age of disruption. At the meeting, you have been presented with the following diagrams. a) The marketing overlap with product sales; and b) The company’s current organisational chart Martin asked you to refer to the diagrams and address them in your report. The report will be forwarded to all staff. Diagram a) Review diagram a) which indicates that there is a changing structure of the marketing departments in the age of disruption and explain in your report why this is the case? Diagram b) Refer to the current organisational chart below and explain the main stakeholders of the organisation. a) Use the spaces below to draft your comments and responses for the 2 diagrams which you will insert into your report. GUIDE: 150 WORDS to 300 WORDS Diagram a) Diagram b) b) Explain how Ranger should apply and appropriately utilise the information compiled for his report in everyday activities and use these in the typical work roles at The Marketing Hub Co. GUIDE: 50 WORDS 2.3. Refer to your researched and analysed information and complete your report using the template below. GUIDE: 300 WORDS THE COMMUNICATIONS INDUSTRY REPORT Report name Report developed by Report completed on / / Communications report information (links and sources details or attachment information should be included) Outcomes and record of sources of information on the communications industry accessed and reviewed Outcomes and record of communications industry sectors, associations, networks and the societal role and key stakeholders review and analysed Outcomes and record of technological developments, trends and issues of the communication industry reviewed and analysed The Marketing Hub Co. information analysed Product sales review The Marketing Hub Co. stakeholders which our organisation must always be aware of. ASSESSMENT TASK 3: DEVELOP AND FINALISE COMMUNICATIONS DELIVERABLES Assessment task