Convergent tools and techniques marketing

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BSBMKG417/Student Assessment Kit/BSBMKG417 SAG v1.0.docx

Student Assessment Guide

BSBMKG417

Apply Marketing Communication Across a Convergent Industry

Student Assessment Guide – BSBMKG417.v3

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· Student Assessment Guide

· Student Assessment Workbook

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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.