BSBMKG523
Design and develop an integrated marketing communication plan.
Assessment Task 1
Student Name: SUJATA ARYAL DATE RECEIVED
(Office Use Only)
Student Number: IIQ00001DE
Assessor’s name: YOGESH P
Assessment due date:
Submission Number: 1 2 3
Enrolled College: Qii QiiT
ACADEMIC INTEGRITY DECLARATION
With this submission, I, _________SUJATA ARYAL___________ hereby certify that:
• The attached assessment is my own original work, based on personal study and/or research and that I have not collaborated with another student or person in planning, developing, and writing this assessment.
• I have not copied in part or in whole, or otherwise plagiarised the work of other students or persons. All material used in preparation for or within this assessment that is not my own has been given full acknowledgement.
• I have retained a copy of this assessment item for my own records and if required to do so will be able to produce this copy at a future date.
• This assessment has not been submitted previously for another course/unit, or to another educational provider.
• I have not assisted or allowed another person to plagiarise or to copy my work.
• I understand that my work may be copied or distributed by Queensland International Institute (Qii)/Queensland International Institute of Technology (QiiT) to verify whether my work contains plagiarised material, as well as for purposes of quality assurance.
• Failure to adhere to the plagiarism policy, as outlined on the assessment cover sheet, will lead to the non-acceptance of the submitted assessment, as well as a written warning for breach of the policy.
Student Signature: SUJATA ARYAL
(If student is under 18,
a parent or suitable
guardian must sign) Date:
ACKNOWLEDGEMENT OF COUNTRY
Queensland International Institute and Queensland International Institute of Technology acknowledges the Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of all the Lands on which we come together to learn and teach.
We recognise Aboriginal and Torres Strait Islander cultures as enduring, living cultures and pay our respects to Elders, past, present, and emerging.
Qii would also like to thank the Turball Elders and George Wano. For support and assistance in providing knowledge, expertise, and permission to teach information about Aboriginal and Torres Strait Islander culture.
SUBMISSION DETAILS
• This assessment task is due to be submitted at reception by 5.00 pm on the insert date
o Any variations to this arrangement must be approved in writing by your assessor. Students may request alternative arrangements subject to individual circumstances in consultation with the course coordinator and trainer of the unit.
• Your assessment must be word-processed and submitted with any required evidence attached, unless specified otherwise.
• A completed Assessment Cover Sheet must be submitted with all assessments.
• Failure to submit your completed assessment at the date specified will be deemed as non-submission.
• You are required to fill in and sign the Academic Integrity Declaration.
o Ensure you sign the receipt form when submitting.
INSTRUCTIONS FOR THE STUDENT
Assessment 1 is compulsory. You are required to achieve competency in all questions to be deemed Competent for this unit.
The following assessment task must be completed to enable you to demonstrate the skills required for this unit of competency. To complete this task, you must conduct further research about the organisation in the given scenario.
PERFORMANCE OBJECTIVE
You will demonstrate knowledge and skills required to meet with stakeholders and determine marketing communication requirements to meet specific stakeholder needs.
ASSESSMENT DESCRIPTION
In response to the scenario provided, you will conduct a marketing audit and develop an integrated marketing communication plan, in the form of a written report, using this plan as the basis of a written brief. You will then role-play a meeting with a client to present the brief and determine specifications for a campaign.
PROCEDURE
Read the following scenario.
You are a marketing professional in a marketing department (within an organisation as agreed with your assessor). You have been asked by your manager to conduct a situation analysis of the organisation’s marketing activities and document a draft integrated marketing plan (in the form of a written report) to be circulated among the senior management team.
Based on this draft plan, you are to develop a marketing brief, for the purpose of providing an external agency with the information it needs to develop creative and plan a campaign that is consistent with the marketing objectives contained within your plan.
1. Case Study:
Refer to page # 74-77 in your student workbook - Appendix 1: Global Ugg case study to use as the basis of this assessment task or meet with your assessor to agree on another organisation of your choice.
2. Conduct research
Using a range of online and print sources develop an integrated marketing and communication plan consistent with the organisation’s overall business goals, product and service history, and marketing mix.
Your report needs to outline each the following information:
2.1 Purpose statement: Outline the purpose of the plan and list 2–3 measurable marketing communications objectives.
2.2 A SWOT analysis: Based on the organisation you have selected include an outline of economic, social and industry trends relevant to the choice of appropriate media options; be sure to use and refer to numeric information to analyse the impact of trends.
Minimum three (3) for each:
Strengths
1.
2.
3. Weaknesses
1.
2.
3.
Opportunities
1.
2.
3. Threats
1.
2.
3.
2.3 Definition of the target audience: Identify your target audience and explain the principles of consumer behaviour and influences on buyer behaviour.
2.4 Analysis of the product or service: Describe this in a way that supports the selection of media vehicles (for e.g., Audio, TV, streaming Video, Print, Digital, outdoor, social media, apps)
2.5 Media vehicles and rationales: Include a selection. Summarise the range of marketing communication options for different markets; describe and contrast a range of media vehicles for marketing communication options, including primary and secondary media, and a discussion on media styles.
2.6 Consider the different communication methods in the table below and compare the advantages and disadvantages of each.
Channel Advantages Disadvantages
1. social media
2. Direct Marketing
3. Event sponsorships
4.Television
2.7 Legal and ethical constraints: Summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations.
*Note: Ensure you record at least three (3) sources of information, which may be organisational documents and policies, or external online or print information.
3. Based on your draft marketing plan, complete a marketing brief to be presented for discussion to the senior marketing management team. Use the template provided in Appendix 1, or a suitable alternative for the organisation you are using as the basis of this task.
Note: The purpose of the brief is to provide an agency with the information they will need to develop creative and implement an effective campaign that is consistent with your organisation’s marketing plan and other operational and strategic needs.
Be sure to include a budget figure consistent with the organisation’s marketing budget and provide rough timings for the campaign.
4. Arrange with your assessor a time and place to role-play a meeting with the senior management team to present your brief for feedback. The purpose of the meeting will be to establish specifications of a campaign.
The agenda should include:
4.1 confirm campaign purpose and objectives.
4.2 discuss nature of campaign.
4.3 discuss outcomes/learnings from previous campaigns that can be of use in this current campaign.
4.4 confirm budget (expense) allocation.
5. Conduct the meeting. Ensure you use oral communication skills to:
5.1 actively participate in discussion, use listening skills and explain ideas.
5.2 use appropriate language for your audience.
5.3 use effective body language.
6. Create the agenda and minutes for this meeting. Ensure that you document the outcome of this meeting and actions required.
7. Based on the feedback from the meeting, amend your draft marketing communication plan and marketing brief (update/make changes to the Marketing Brief Template based on the feedback you received)
? Submit your draft and final marketing plans and marketing briefs in accordance with the agreed timeframe and in accordance with the specifications outlined below.
SPECIFICATIONS
You must:
? participate in management meeting role-play.
? submit draft and final marketing plans (written reports)
? submit draft and final briefs (template in Appendix 1).
Your assessor will be looking for demonstration of the following foundation skills:
? reading skills to access information from a range of sources relevant to marketing activities
? writing skills to:
? use clear, specific, and professional language for business report writing.
? use appropriate report and brief formats to present ideas and recommendations to management.
? numeracy skills to bring together and explain numeric information on market trends, set measurable objectives, budgets and timeframes.
? oral communication skills to:
? actively participate in discussion, use listening skills and explain ideas.
? use appropriate language and body language.
? workplace navigation skills to consider legal and ethical implications of a campaign.
? marketing planning skills to:
? summarise implementation of tasks to achieve outcomes, with an awareness of organisational requirements, time, and budgetary restraints.
? evaluate and select media options for the brief.
? evaluate feedback and make improvements to planning and brief.
? develop new and innovative marketing ideas through research, exploration, analysis, and critical thinking.
? Adjustments for Distance-based Learners
? No adjustments are required to procedure.
? Documents may be submitted electronically.
? The meeting may be conducted via teleconferencing tools.
? A follow-up meeting may be required (at the discretion of the assessor).
APPENDIX 1:
MARKETING BRIEF TEMPLATE
Client profile
(Overview of the company. Background information: location/date established/sales history/business goals/number of employees/ key personnel/revenue history?
Brand/project
Agency project lead (person name and title from the Agency)
Client project lead (person name and title from the Client)
Approvals
Resource Requirements
Expense Budget (Expected expenses based on the marketing plan)
Timings (duration of the campaign start to finish)
Mandatories/
campaign objectives
(from plan report)
Where are we now?
(Situational analysis or marketing audit)
Where do we want to be?
(Business goals and strategic direction)
What is the exact purpose of this creative brief?
(Clarify the clients brief)
Who do we need to engage with?
(Target audience characteristics/ who is the customer, demographics etc.)
Unique points through which we can engage
with them
(create multi-media vehicles – offline and online)
How will we know when we have arrived?
(monitoring, performance evaluation, etc.)
Anything else we really need to know? Legal and ethical constraints?
(from plan report. The legislation applicable and legal environment the organization works in)
Approving authority
BSBMKG523
Design and develop an integrated marketing communication plan.
Assessment Task 2
Student Name: SUJATA ARYAL DATE RECEIVED
(Office Use Only)
Student Number: IIQ00001DE
Assessor’s name: YOGESH P
Assessment due date:
Submission Number: 1 2 3
Enrolled College: Qii QiiT
ACADEMIC INTEGRITY DECLARATION
With this submission, I, ______________________________________________ hereby certify that:
• The attached assessment is my own original work, based on personal study and/or research and that I have not collaborated with another student or person in planning, developing, and writing this assessment.
• I have not copied in part or in whole, or otherwise plagiarised the work of other students or persons. All material used in preparation for or within this assessment that is not my own has been given full acknowledgement.
• I have retained a copy of this assessment item for my own records and if required to do so will be able to produce this copy at a future date.
• This assessment has not been submitted previously for another course/unit, or to another educational provider.
• I have not assisted or allowed another person to plagiarise or to copy my work.
• I understand that my work may be copied or distributed by Queensland International Institute (Qii)/Queensland International Institute of Technology (QiiT) to verify whether my work contains plagiarised material, as well as for purposes of quality assurance.
• Failure to adhere to the plagiarism policy, as outlined on the assessment cover sheet, will lead to the non-acceptance of the submitted assessment, as well as a written warning for breach of the policy.
Student Signature: SUJATA ARYAL
(If student is under 18,
a parent or suitable
guardian must sign) Date:
ASSESSMENT OUTCOME
OUTCOME ? NOT YET SATISFACTORY ? SATISFACTORY
ASSESSOR DATE ASSESSED
ACKNOWLEDGEMENT OF COUNTRY
Queensland International Institute and Queensland International Institute of Technology acknowledges the Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of all the Lands on which we come together to learn and teach.
We recognise Aboriginal and Torres Strait Islander cultures as enduring, living cultures and pay our respects to Elders, past, present, and emerging.
Qii would also like to thank the Turball Elders and George Wano. For support and assistance in providing knowledge, expertise, and permission to teach information about Aboriginal and Torres Strait Islander culture.
SUBMISSION DETAILS
• This assessment task is due to be submitted at reception by 5.00 pm on the insert date
o Any variations to this arrangement must be approved in writing by your assessor. Students may request alternative arrangements subject to individual circumstances in consultation with the course coordinator and trainer of the unit.
• Your assessment must be word-processed and submitted with any required evidence attached, unless specified otherwise.
• A completed Assessment Cover Sheet must be submitted with all assessments.
• Failure to submit your completed assessment at the date specified will be deemed as non-submission.
• You are required to fill in and sign the Academic Integrity Declaration.
o Ensure you sign the receipt form when submitting.
INSTRUCTIONS FOR THE STUDENT
Assessment 2 is compulsory. You are required to achieve competency in all questions to be deemed Competent for this unit.
The following assessment task must be completed to enable you to demonstrate the skills required for this unit of competency. To complete this task, you must conduct further research about the organisation in the given scenario.
PERFORMANCE OBJECTIVE
You will demonstrate knowledge and skills required to develop and present a creative brief in a business context.
ASSESSMENT DESCRIPTION
In response to the scenario provided and following on from work completed on the brief for Assessment Task 1, you will use the brief from the client to develop a campaign creative brief to reflect the client’s requirements. You will then present the creative brief to the creative team and the creative director.
PROCEDURE
Read the following scenario:
You work in a creative team within a marketing agency.
Your agency has been given a marketing brief from the client. The marketing director has asked you to develop a creative brief to match the requirements of the client.
You are to plan and budget for the campaign. You will then present the creative brief, media schedule and budget to the rest of the team and the creative director.
For inspiration, the director has asked you to look at the following examples (choose one to answer questions mentioned below):
? Arguelles, A., 2011, ‘PayPal creative brief’, LinkedIn SlideShare, http://www.slideshare.net/aaga8/paypal-creative-brief
? TOMS Shoes Team, 2011, ‘TOMS Shoes creative brief’, TOMS Shoes Team Blog, https://tomshoesteam.wordpress.com/2011/10/20/toms-shoes-creative-brief
Meet with your assessor to agree on a suitable agency or organisation to use as the basis of this task and to agree on timeframes for completion of this assessment task.
1. Using the final marketing communication brief, in accordance with the scenario described above, produce a creative brief (Template 2) for presentation to a client, including the following:
1.1 Background/overview:
• What is the big picture?
• What is going on in the market?
• Anything happening on the client side that the creative team should know about?
• Any opportunities or problems in the market?
1.2 Objective:
• What is the goal of the marketing communication or campaign?
• What do we hope to accomplish?
1.3 Target audience:
• Who are we talking to?
• Who is the intended target audience we want to move to act against the objective?
1.4 describe or illustrate relevant media vehicles for the audience and objectives.
1.5 recommend primary and secondary media.
1.6 Consumer insight: What is the most important thing to say or show to consumers?
1.7 Identify creative content for chosen using consumer language.
1.8 Ensure you identify pitch or appeal for the product or service that meets client requirements.
1.9 What do we want consumers to think, feel or do because of this campaign?
This is typically where you will outline the consumer journey and the call to action you want.
1.10 What else might help the creative team?
Here is where you can include consumer insights, memorable quotes, a description of the brand personality, positioning taglines, purchasing information etc.
1.11 Explain measurable objectives, budgets, and timeframes consistent with overall media schedule contained in the brief.
Arrange with your assessor a time and place to present the brief to the team and answer any questions they may have.
2 Present the creative brief to the team. Use your communication skills to:
2.10 actively participate in verbal exchanges by listening and questioning to clarify and confirm information.
2.11 use appropriate language and non-verbal features to clarify, explain and present information on marketing activities.
3 Amend your creative brief based on client feedback from the team and creative director.
Submit your draft and final creative briefs to your assessor within the agreed timeframe and to specifications below.
SPECIFICATIONS
You must:
? participate in team creative brief presentation/role-play.
? submit completed draft and final creative briefs (template 2).
Your assessor will be looking for demonstration of the following foundation skills:
? reading skills to access information from the marketing brief
? writing skills to:
? use clear, specific, and professional language for creative briefs.
? use appropriate brief formats to present ideas and recommendations to the creative team.
? numeracy skills to bring together and explain numeric information on measurable objectives, budgets, and timeframes.
? oral communication skills to:
? actively participate in discussion, use listening skills and explain ideas.
? use appropriate language and body language.
? creative planning skills to:
? plan to implement tasks to achieve outcomes, with an awareness of organisational requirements, time, and budgetary restraints.
? evaluate and select media options for the creative brief.
? evaluate feedback and make improvements to the creative brief.
? develop new and innovative marketing ideas for creative work through exploration, analysis, and critical thinking.
ADJUSTMENTS FOR DISTANCE-BASED LEARNERS
? No adjustments are required to procedure.
? Documents may be submitted electronically.
? The meeting may be conducted via teleconferencing tools.
? A follow-up meeting may be required (at the discretion of the assessor).
TEMPLATE 2
CREATIVE BRIEF TEMPLATE
Client and Contact Information:
Project name and Description
Background/overview
Objective: What is the goal of the ad or campaign
Target Audience: Who are we talking to:
Focus: What is most important thing to say or show?
Reason why: What are the most compelling reasons to believe, to try, to buy?
What else might help the creative brief?
Practicalities: What do we need from the creative brief, and when do we need it?
GET ANSWERS / LIVE CHAT