Convergent marketing tools and techniques

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Student Assessment Guide

BSBMKG417

Apply Marketing Communication Across a Convergent Industry

Student Assessment Guide – BSBMKG417.v3

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Table of Contents Assessment Information 1 Assessment Event: Crystal Apple Simulation 2 Task 1: Identify the Convergent Environment 2 1.1 Review and identify the role of the traditional siloed sectors to client requirements 2 1.2 Identify the potential points of integration to unify across an integrated offering 2 1.3 Establish the roles of the customer within the convergent environment 2 1.4 Confirm and ensure that messages can be unified across an integrated offering 2 1.5 Identify relevant and current legislation, regulations and policies 3 Task 2: Prepare and Apply Convergent Marketing Communications 4 2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC space 4 2.2 Write organisational policy and procedures for the convergent tools and techniques 4 2.3 Create the convergent tools and techniques 4 2.4 Review and confirm the fit-for-purpose and cost effectiveness of tools and techniques 4 Task 3: Engage with Experts and Maintain Relationship 5 3.1 Identify sector and technology specific experts 5 3.2 Establish and maintain expert and business networks 5 3.3 Engage the use of sector and technology specific expert 5 3.4 Improve convergent tools and techniques in consultation with the expert 5 Appendix A: Crystal Apple Simulation 6 Simulation Background 6 Simulation Phases 8 Phase 1 8 Phase 2 8 Phase 3 8 Assessment Conditions for the Observation 9 Appendix B: Observation Check Sheet 10

Assessment Information

Welcome to your Student Assessment Guide for BSBMKG417 Apply Marketing Communication Across a Convergent Industry. This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.

This assessment has the following Assessment Event:

Assessment Event – Simulation: Crystal Apple

You will complete a number of tasks associated with constructing and applying convergent marketing communication solutions in accordance to client requirements as specified.

This assessment centres on the Crystal Apple case study, an Australian jewellery brand with nationwide retail stores. You will act in the capacity of a Brand Strategist to further enhance the branding of Crystal Apple in line with the company’s business needs.

To complete the Simulation, you will need to refer to the following resources:

Policy and Procedure Template:

Word template which you will use in Task 2.2 to write policy and procedures that support the implementation of convergent tools and techniques.

Performance Data:

Once you implement your convergent tools and techniques in Task 2.3, your Assessor will check your work and provide you the outcome of your solutions. Based on this data, you will make the necessary changes.

Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best.

Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response.

Dot point format

Presentation Plan includes the following:

· outcomes

· needs of the audience

· context.

Full sentence format

When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. When you have completed these two tasks, you then check on the room you will be conducting the simulation in etc.

Performance required

· complete all of the questions and tasks listed in the Student Assessment Workbook

· meet all the requirements listed in this Student Assessment Guide

· your responses to the questions and tasks must be relevant, accurate and specific

· submit your completed Student Assessment Workbook to your Assessor within the set timeframes

· your work must be in your own words

· where you use an external source of information, you must provide citation.

Assessment Event: Crystal Apple Simulation

You will participate in a simulation centred on a contemporary jewellery chain, Crystal Apple. As the Brand Strategist, you will be responsible for establishing divergent marketing communication solutions within the convergent environment.

Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.

Task 1: Identify the Convergent Environment

In this task, you will review Crystal Apple’s requirements and set the groundwork for your convergent environment.

1.1 Review and identify the role of the traditional siloed sectors to client requirements

R 1. review Crystal Apple’s current traditional siloed approach and media channels:

· describe three issues related to achieving the organisation’s communication objectives

· list five points of difference between traditional and convergent approaches to marketing communication

· list five reasons why the organisation needs a convergent solution

R 2. word count is approximately 300 words in total.

1.2 Identify the potential points of integration to unify across an integrated offering

R 1. list five Brand Interaction Points (BIP):

· these must be existing, new suggestions or a combination of both

· these must be in line with the organisation’s goals

R 2. identify potential points of integration:

· provide five examples on how to integrate these BIPs to ensure a unified brand message

· provide two interaction metrics per BIP

R 3. word count is not critical.

1.3 Establish the roles of the customer within the convergent environment

R 1. identify customer drivers of the ‘empowered customers’ that drive the shift from traditional to convergent:

· list five core customer drivers

· describe each driver in relation to how they have caused a shift

R 2. list five strategies that Crystal Apple should have to respond to these characteristics

R 3. word count is approximately 250 words in total.

1.4 Confirm and ensure that messages can be unified across an integrated offering

R 1. develop a framework to communicate a consistent brand message across integrated multi-channels:

· list seven principles

· these principles must be in line with organisational goals

R 2. word count is not critical.

1.5 Identify relevant and current legislation, regulations and policies

R 1. identify legal requirements that may impact Crystal Apple’s marketing within the convergent environment:

· list and explain five legislations and your supplementary regulations (where applicable)

· include the correct title and date of your primary legislations and legislative instruments

· summarise the key provisions of each requirement listed

R 2. identify organisational policies essential for Crystal Apple’s marketing within the convergent environment:

· list two policies

· explain the key motivation behind these policies

R 3. word count is approximately 50 words per explanation.

Task 2: Prepare and Apply Convergent Marketing Communications

In this task, you are required to identify, evaluate, select, and create convergent tools and techniques in line with Crystal Apple’s organisational goals.

2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC space

R 1. review your suggested BIPs and potential points of integration from Task 1.2:

· list three convergent tools and techniques to be used within a divergent environment

· these tools must be a mixture of traditional and digital supporting mobile platforms

· your selection must support a customer-centric environment

· your selection must include channels to empower and respond to customer perspectives

R 2. evaluate the three tools and techniques:

· list five criteria for their evaluation

· these criteria must be in line with Crystal Apple’s requirements

· this evaluation must show how the traditional and digital tools and techniques will be integrated

R 3. word count was approximately 150 words in total.

2.2 Write organisational policy and procedures for the convergent tools and techniques

R 1. write a policy and procedure document for the accurate utilisation of convergent tools and techniques:

· use the organisational Policy and Procedure Template (see separate attachment)

· include the policy purpose and scope

· include a list of corresponding Acts and regulations

· include a minimum of ten procedures

· procedures must be specifically aligned to the use of convergent tools and techniques

· use a language that is clear and easy-to-understand

· procedures must align to relevant legislation and legislative instruments

R 2. word count is not critical but the document must be a minimum of two pages (without the cover page).

2.3 Create the convergent tools and techniques

R 1. create the three convergent tools and techniques you selected in Task 2.1

R 2. submit your evidence in accordance to your Assessor’s instructions.

2.4 Review and confirm the fit-for-purpose and cost effectiveness of tools and techniques

This task builds on Task 2.3 where you created your convergent tools and techniques.

In this task, you will review the outcome of the implementation of your convergent tools and techniques based on the data that will be provided by the client, Director of Marketing (your Assessor). Then, you will develop strategies to meet the desired metrics.

R 1. review the data received:

· summarise the performance of each tool and technique

· list three potential root causes for each tool and technique with low performance

· list three strategies for each tool and technique to ensure their cost-effectiveness and fit-for-purpose

R 2. word count is approximately 200 words.

Task 3: Engage with Experts and Maintain Relationship

In this task, you will hold a meeting with an industry expert to gain feedback on your convergent tools and techniques created in Task 2.

3.1 Identify sector and technology specific experts

R 1. identify industry experts that can assist you with your convergent tools and techniques:

· list an industry expert for each tool and technique

· list five ways that these experts can assist

R 2. word count is not critical.

3.2 Establish and maintain expert and business networks

R 1. identify five associations and networks relevant to marketing communication convergence:

· describe their role

· word count is approximately 15 words per description

R 2. establish the relationship:

· select two business networks

· search their profiles on the Internet

· participate in a discussion seeking information relevant to convergence

· produce screenshots of your discussion and attach to your Student Assessment Workbook

R 3. maintain the relationship:

· follow up the discussion

· produce screenshots of your follow up and attach to your Student Assessment Workbook.

3.3 Engage the use of sector and technology specific expert

R 1. prepare for the feedback session:

· set up the environment to hold the session

· prepare a minimum of five questions to seek advice on the convergent tools and techniques

R 2. hold the session:

· demonstrate your tools and techniques

· request feedback to identify opportunities for improvement

· note this feedback

R 3. actions within this session must demonstrate all the criteria listed in the Observation Check Sheet

R 4. session must be delivered in 45 minutes.

3.4 Improve convergent tools and techniques in consultation with the expert

R 1. review the tools and techniques:

· modify your tools and techniques

· this modification must be aligned accurately to the feedback collected

R 2. submit your evidence in accordance to your Assessor’s instructions.

Appendix A: Crystal Apple Simulation

Simulation Background

Crystal Apple is an Australian retail chain specialised in enamel, gold and silver jewellery operating across NSW, VIC, QLD, WA, and SA. The brand is well-known for contemporary and affordable designs that are attracted by a diverse clientele.

Crystal Apple’s product portfolio comprises the following ranges crafted on semi-precious gemstones embraced by modern jewellery making:

· anklets

· bracelets

· brooches

· cufflinks

· earrings

· necklaces

· pendants

· rings

· tie holders.

The organisation is a family-owned business and their business workflow is built on traditional siloed model for customer relationship, as depicted below:

Within this siloed model, Crystal Apple has been communicating their brand message to their target markets using the following traditional media channels to build their brand and drive traffic:

· print ads on trade magazines

· tradeshow sponsorship

· TV spots.

The channels are utilised on a scattered timeframe as standalone communication mechanisms. This is to continuously communicate the brand message to target audience.

Crystal Apple has a new CEO with an open-minded vision to change the traditional siloed approach with the following goals:

· position the organisation’s brand as contemporary and quality but affordable

· increase brand awareness through consistent and repeatable marketing communications

· build brand loyalty through implementing cost-effective customer-centric convergent tools that involve digital technology

· educate target audience about the organisation’s brand differentiators

· increase customer retention rates

· establish two-way communication with customers which support mobile platforms

· transform the current siloed environment to an integrated marketing communication environment

· build cost-effective convergent tools to operate within a divergent media environment.

You, as the Brand Strategist, have the following primary accountabilities:

· craft ideas and connections that can be implemented nationwide demonstrating a sound knowledge of digital and social behaviours

· review and improve organisational workflows for corporate branding

· ensure corporate governance on digital production and public relations with a strong focus on intellectual property requirements as well as other legislations and regulations related to content generation

· uses and manipulate digital technology to create, extend and enhance job role, products and capacity to deliver effective service design

· review, select, integrate, use, and maintain digital solutions to establish a sound knowledgebase with a key focus to connect with target customer pace under the same umbrella in order to promote the brand message to mass audience and collaborate and foster external crowdsourcing

· establish, maintain and engage with industry experts to support marketing communication convergence

· continuously review and monitor the organisation’s Brand Interaction Points (BIPs) and make the necessary changes in accordance to organisational goals.

As per your role, you have been asked by the Director of Marketing to:

· overview the organisation’s current traditional siloed sectors and lay a groundwork for convergence

· create cost-effective convergent solutions to transform the organisation’s current communication practices

· implement integrated, cross sector and media divergent marketing communication solutions to address organisation’s communication objectives

· improve initial systems in collaboration with industry experts.

The company has allocated so much money on running the existing media channels and the new CEO has decided to be cautious with the proposed transformation. Therefore, as this will be the organisation’s first trial of integrated communication experience, the Director of Marketing has allocated a restricted budget of $250,000 in total for the implementation of the required convergent tools and techniques within the next three months.

Simulation Phases

This simulation is divided into the following phases:

Phase 1:

you will review the organisation’s current traditional siloed structure and lay the groundwork for a convergent environment in line with client requirements.

Phase 2:

you will identify, select, implement, and review your convergent tools and techniques to empower customers in a divergent media environment.

Phase 3:

you will establish, maintain and engage with industry networks to improve your convergent tools and techniques for marketing communication.

Phase 1

Phase 1 occurs from Task 1.1 to 1.5. In Phase 1, your main duties in the organisation are as follows:

· review organisation’s traditional siloed sectors

· identify Brand Interaction Points (BIPs) to uncover potential points of integration with the aim to ensure a unified brand message

· identify customer drivers that lead the empowered customer shift from traditional to convergent environment

· develop a framework to ensure a consistent brand message across integrated multi-channels

· identify legislation and legislative instruments essential to operate in a convergent environment.

Phase 2

Phase 2 occurs from Task 2.1 to 2.4. In Phase 2, your main duties in the organisation are as follows:

· select convergent tools and techniques aligned with the organisation’s requirements

· create, implement and review these customer-centric tools

· develop organisational policy and procedures document to ensure governance for the implementation

· provide suggestions on further improvements to ensure fit-for-purpose and cost-effectiveness.

Phase 3

Phase 3 occurs in Task 3.1 to Task 3.4.

In this phase, you will:

· identify industry experts and networks to aid in market convergence

· establish and maintain relationships

· interact with an industry expert to seek feedback to further advance your convergent tools and techniques

· improve your convergent environment in light of the feedback given.

This session will have a duration of 45 minutes where you will be interacting with this stakeholder as the external Marketing Communications Consultant, who will be role played by the RTO Staff.

Note that your Assessor will not play a role in this observation activity as they will be observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet provided in Appendix B.

Assessment Conditions for the Observation

The information in this section outlines the assessment conditions for the Observation in Phase 3, Task 3.2, which involves your interaction with the an expert.

Before the Observation:

· you must ensure that you have read and understood any documents required to undertake the Observation

· you must ensure that you have read and understood all performance requirements listed under each task

· you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance will be judged based on these criteria (see Appendix B)

· your Assessor will brief you on the level of the participant with regard to their proficiency in marketing communications

· your Assessor will inform you of the date of your Observation.

During the Observation:

· you will be interacting with the expert, Marketing Communications Consultant

· it has a total duration of 45 minutes

· other students will not be observers during the session as this will give them an unfair advantage

· this expert will be role played by staff from the RTO or other externals

· your Assessor will brief the individual on your topic so that they can carry out their actions in an appropriate manner

· you cannot refer to the Observation Check Sheet while undertaking the Observation

· your Assessor will:

· observe you individually based on the criteria in the Observation Check Sheet

· document their observations in detail on the Observation Check Sheet

· provide extensive written feedback

· ensure that the session will be free from distractions

· you must comply with WHS requirements

· you must demonstrate all the criteria in the Observation Check Sheet to achieve a satisfactory result for the Observation.

If you are not successful, after the observation, the Assessor will:

· provide written feedback on the Observation Check Sheet explaining their justification in detail

· communicate this feedback to you

· arrange another suitable time to observe your second attempt.

Appendix B: Observation Check Sheet

We have provided the Observation Check Sheet for you to prepare for your assessment with the Assessor. Remember, you will not be able to use this Check Sheet during this session. However, we recommend you use this as a planning tool so that you are fully prepared for the observation.