Student Assessment Workbook

BSBMKG523
Develop and design an integrated marketing
communication plan

Version 1.0
October 2016

Student Full Name:

Student ID:
Date Submitted:

Level 2, 25 George Street, Parramatta, NSW 2150

Phone: +61 2 9633 1222 Fax: +61 2 9633 1888
Email: info@australisinstitute.nsw.edu.au Web: www.australisinstitute.nsw.edu.au
 Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG523 Design and Develop an Integrated Marketing
Communication Plan.
This Workbook is where you will write all your responses for the knowledge questions and simulation tasks . Please
refer to the Student Assessment Guide for more information.
This assessment has the following two events:

Assessment Event 1 – Knowledge Questions

There are four questions that will provide us with evidence on your understanding of the concepts of principles and
purposes of marketing particularly the trends occurring in the macro environment, consumer behaviour, legislation
and types of media vehicles.

Assessment Event 2 – Case Study: Develop a marketing communication plan

You will complete a number of tasks in developing a communication plan which is based on the FitLife case study. To
achieve this, you will demonstrate your skills in determining marketing communication requirements, design a
marketing communication plan and develop a creative brief for the selected media vehicles.

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

FitLife Strategic Brief A strategic brief that details the FitLife background including the organisation’s
marketing mix, current market trends, past media performance, and media
consumption rates by age groups.

Please note that their responses for both assessments can (where appropriate) use dot point format. See below of an
example of a dot point answers and a full sentence:

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 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 that you will be conducting the presentation.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
· 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.
Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBRSK501 Manage Risk. It is important that you
understand this assessment before taking on the questions and tasks. To confirm that you have been given this
overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your
understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the
‘Comments’ column.

When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your
Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.

Pre – assessment Checklist Comments

Y◻ ◻N I, the student, understand the purpose of the assessment.

I understand when and where the assessment will occur, who will
Y◻ ◻N assess and in what format the assessment will be submitted.

Y◻ ◻N I understand the methods of assessment.

I understand what resources are required to complete this

Y◻ ◻N assessment.

I understand the performance level required for each assessment

Y◻ ◻N event.

I understand that it must be my own work. I have been explained and

Y◻ ◻N understand the serious consequences in case this work is found
plagiarised.

Y◻ ◻N I understand the process if I am deemed not yet competent.

Y◻ ◻N I understand the feedback process and the appeals process.

The assessor has discussed with me if I have any special needs and if
Y◻ ◻N so what arrangements have been made.

Student Full Name Student ID Student Signature Date

Assessment Event 1 – Knowledge Questions
The information contained in this section lists the questions that you will need to develop a written response. These
questions are theoretical and provide evidence of your understanding of tools, documents, processes, and legislative
context in relation to designing and developing a marketing communication plan.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result with each
question to be deemed satisfactory for the whole of Assessment Event 1.

Question 1
Describe each of the five principles of consumer behaviour and for each one provide an example of how it influences
buying behaviour.

Insert your response into the table below:

Principles of consumer behaviour Explanation of principle Examples on buyer behaviour

Culture is a general term Culture is formed by people in social practice

for human knowledge, and is a precipitation of historical phenomena.
beliefs, art, morality, law, At the same time, culture is dynamic and
Cultural aesthetics, customs, constantly changing.
language and other
abilities and habits that
people acquire as
members of society.

Consumer behavior is also The family is the most basic group to which the
influenced by social individual belongs. A person learns from the
Social factors, including consumer parents about many daily consumption
households, references, behaviors. Even after growing up, the teachings
and social classes. of parents still have a significant impact.

Consumer purchasing Although people come from the same

decisions are also subculture, social class or professional group,
influenced by a number of they may have different life styles. For
personal factors. These example, some people choose to work hard to
Personal personal factors include pursue achievements, and some people choose
age, occupation, income, to swim in the mountains and enjoy
and lifestyle. themselves. Sellers should try to understand
the lifestyle of the consumer and match their
store or brand image to the lifestyle of the
consumer.
 Human behavior is Everyone's behavioral motives are generally
governed and controlled by dominated by different needs, and the satisfied
its psychological activities. needs no longer have an incentive effect, and
Therefore, in the marketing only unmet needs are motivating. This view has
activities, although the great implications for marketers. First,
needs of consumers are marketers must constantly discover the unmet
ever-changing and the needs of consumers, and then try to find the
purchase behavior varies most to satisfy them;
Psychological widely, they are all based
on the psychological
activity process. The
process of consumer
psychological activity refers
to the whole process of
consumers' psychological
activities that dominate
purchase behavior in
consumer decision-making.

The political factors The political system refers to the social and
affecting consumer political system pursued by a country or region.
behavior activities mainly It has a great influence on the consumption
include the following two patterns, contents and behaviors of consumers.
Situational
aspects: political system
The impact of national policies on consumers is
and national policy.
reflected in what the state advocates and
opposes at that time, and regulates consumer
behavior in the form of policies.

Question 2
Describe each of the marketing communication options.

Insert your response into the table below:

Marketing communication options Explanation

Advertising is a highly popular marketing communication tool. Advertising

can be used to effectively communicate company information to a wide
audience. Companies can use many different types of advertising, including
Advertising magazines, newspapers, radio, television and even internet advertising.
The title of the ad usually draws the reader's attention and then arouses her
interest and desire for the company's products. Therefore, she acts by going
to the store and buying products.

Packaging
 Personal selling is another highly pervasive
communication marketing tool. Companies have
both inside and outside sales reps to market their
products to consumers and businesses. One
advantage of personal selling is that it offers two-
Personal selling
way communication. The customer can ask
questions about a company;products or service,
then make his decision to buy. However, sometimes
it can take multiple contacts to make a sale,
especially for higher-priced items.

largest online business resources. The goal of public relations is to help

Publicity and public relations consumers better understand a company and its products. Public relations
can include public appearances like interviews, press releases and even the
sponsorship of major sporting events.

Sales promotions are another effective communication marketing tool. Sales

promotions can include product demonstrations, contests, displays, free
Sales promotion samples, premiums like "buy one/get one free," coupons and
other types of incentives. The goal of a sales promotion is to spur short-term
sales by increasing awareness of a brand. Ultimately, a company strives to
build repeat business with a sales promotion.

Question 3
Question 3 has two parts: Question 3A and Question 3B, as given below.

Question 3A
Provide an explanation for the media vehicles and the advantages and limitation of each of your selected vehicles.

Insert your response into the table below:

Media vehicles Explanation of vehicle Advantages Limitations

Television
Imagine taking your product No other advertising The obvious disadvantage:
personally into millions of homes media can integrate cost. The production cost of
all over the country to show them vision and sound and TV advertisement is high and
why it's better, faster, stronger, have such great the delivery cost is high.
higher or longer-lasting, and even influence.
demonstrating it right in front of
them. One of the biggest
advantages of TV ads is the ability
to call out to your potential
customers right where they are. It's
akin to tapping them on the
shoulder and saying, "Hey, come
look at this!"
Direct mail
Direct mail advertisements can
include cooperative mail, in which
the company's advertisements are
published together with other
enterprises, or they can be
separate advertisements containing
only one enterprise's information.
Website
There are many advantages and
disadvantages in setting up a
website for your company or
limited company. In the modern
era, more and more enterprises
begin to surf the Internet.
If you don't bring your business to
the World Wide Web, you may miss
out on potential customers, sales
and profits. According to data
collected by the National Bureau of
Statistics, Internet sales reached
473 million pounds (a week) in
August 2010.
Therefore, owning a website
designed for your small business or
limited liability company is only an
important step towards the
Internet cake.
Highly Targeted Despite the effort that goes
into designing and writing a
Direct mail marketing is
direct mail package, 44
highly targeted, which is
percent of all mail recipients
a huge advantage for
throw away their "junk mail"
companies that know
without reading it, according
their target market.
to AllBusiness.com.
Furthermore, only 1 percent
or 2 percent of all recipients
respond to any direct mail
offer, whether they are
ordering or asking for
additional information,
according to the article titled
"Typical Direct Mail Response
Rates" at gaebler.com. That is
why it is so crucial to design
and write a highly convincing
direct mail piece, then send it
to the right target audience.
Reaching a Wider A website that crashes is no
Audience good to anyone. This is a
serious disadvantage for a
Website-AudienceThe
business. If your website is
first and perhaps most
constantly crashing or
obvious advantage of a
unavailable then people will
business website is the
not be able to find
potential for reaching a
information about your
wider audience. The
business and you could miss
internet is used by
out on potential sales. An
literally millions of
unreliable connection could
people, all of them are
also mean a plummet in a
looking for something
websites search engine
and some of them might
ranking. This is the reason
be looking for you!
why You Need Good
Webhosting For Your
Business.
Email
Email is an important method of
business communication that is
fast, cheap, accessible and easily
replicated. Using email can greatly
benefit businesses as it provides
efficient and effective ways to
transmit all kinds of electronic
data.
Radio
Compared to other media used by
advertisers, radio offers
affordability, wide reach, target
audience selectivity and timely
message delivery. However, poor
attentiveness and fragmentation, a
lack of visual appeal and complex
national buying processes are
common challenges. Before you
commit your budget to radio, you'll
need to carefully consider its pros
and cons.
cheap - sending an email Spam - unsolicited email can
costs the same overwhelm your email system
regardless of distance unless you install a firewall
and the number of and anti-spam software.
people you send it to Other internet and email
security issues may arise,
fast - an email should
especially if you're using the
reach its recipient in
cloud or remote access.
minutes, or at the most
within a few hours Viruses - easily spread
through email attachments.
convenient - your
See how to detect spam,
message will be stored
malware and viruses.
until the recipient is
ready to read it, and you Sending emails by mistake - at
can easily send the same a click of a button, an email
message to a large can go to the wrong person
number of people accidentally, potentially
leaking confidential data and
permanent - you can
sensitive business
keep a record of
information. You should take
messages and replies,
care to minimise the
including details of when
likelihood of business data
a message was received
breach and theft.
Data storage - electronic
storing space can become a
problem, particularly where
emails with large attachments
are widely distributed.
Advantage: Affordability Disadvantage: Lack of Visual
Appeal
To make a dent in radio,
you typically buy a Whereas television, the other
package that runs for at prominent broadcast
least a month. The cost medium, has multi-sensory
of ad spots and packages appeal, radio can only impact
varies greatly by your audience through
location, but expect to sound. You don't have
pay $2,000 to $3,000 per imagery to play with. It takes
week in cities or metro very talented copywriters to
areas, according to instill theater of the mind
Entrepreneur. Campaigns with the listening audience.
in smaller local markets
may run as low as
several hundred dollars
per month. Relative to
television and other
media used to reach a
large audience, radio is
cost-efficient.
Telemarketing
Telemarketing can be an effective
tool for your business and it can be
an easy and effective way to
increase your profits and promote
your product or service. However, it
does have some disadvantages that
you should also consider.
Transit media
The goal of this transit media, or,
transit advertising, is simple: to
promote your brand to the millions
of people who travel the country's
streets and highways every day. You
don't even have to be someone
who takes public transportation to
be impacted - remember the ad
you saw sitting beside that bus at
the red light? Transit media works
whether you're traveling by bus,
car, or even walking on the
sidewalk. Let's take a closer look at
this longtime form of advertising.
provide a more customer lists can be very
interactive and personal costly
sale service
telemarketing has a negative
create an immediate image that could damage
rapport with your your business' reputation - if
customers carried out poorly
explain technical issues telemarketing has the
more clearly potential to replace a sales
team and this could lead to
generate leads and
negative feelings among
appointments
employees
sell from a distance to
training staff can be time-
increase your sales
consuming and costly
territory
an outside service provider
reach more customers
can result in your losing
than with in-person sales
control over your sales
calls
processes because the people
sell to both existing and doing the work aren't your
new customers employees
achieve results that are
measurable
1. Price: There are 1. The nature of transit
hundreds of advertising advertising makes it difficult
options out there for to reach a specific segment of
your business, ranging the audience. For example,
from free to quite the advertisement will not
expensive. Transit media reach those who do not take
falls on the lower end of the public transport system. It
the cost spectrum, might also sometimes reach
ranging from a few people who may not have a
hundred to a few certain lifestyle or behavior
thousand dollars that the advertisement is
depending on placement looking to aim at.
and your market.
2. Many times commuters
might not be in the mood to
2. Exposure: Have you look at the advertisement.
ever tried to turn off an While at other times, they
advertisement on the might be busy reading the
side of the bus? Of newspaper or a book, thus
course not, because you limiting the reach of the
can't. Transit media is advertisement.
always on and available
where people are known
to be. It also helps that
nearly all transit ads are
available at eye level
with large graphics and
text.
Question 3B
List three advantages and three disadvantages of selecting multiple media in a media plan.

Insert your response into the table below:

Advantages Disadvantages

· Broad match, the default option where the ad is

shown and automatically matched against a broad
· Pay only for results (clicks)
array of related queries, can result in ads that are
irrelevant to the intended search.

· Ability to select where your ads will be shown, giving · Bid price inflation as more advertisers compete for
a better chance to reach target audiences the keywords and bid the prices up for the terms

· Bidding war could also result where competitors can

· Can generate immediate visibility, as ads go live
bid a higher amount than your bid, lowering the
immediately
position of the ad and decreasing its visibility

Question 4
List and explain five relevant legislation, codes of practice and national standards that impacts marketing operations.
Insert your response into the table below:

Legislation/Codes/Standards Summary of Key Provisions

· to assist marketing team members balancing their work and family

responsibilities by providing flexible working arrangements
· to enable fairness and representation throughout the life of
advertising activities preventing discrimination by protecting
1. Fair Work Act 2009
against unfair treatment by others in the marketing team
· to ensure marketing team members are given minimum terms and
conditions through the National Employment Standards, modern
awards and national minimum wage orders

· to enhance the welfare of people through the promotion of

2. Competition and Consumer Act 2010
(covers Australian Consumer Law)
competition and fair trading and provision for consumer protection
· this act includes Australian Consumer Law which sets out
consumer rights to ensure fair trading (e.g.; misleading or
deceptive pricing in marketing materials, unsolicited consumer
agreements, cooling off rights, etc.) and ethical advertising
practices to be followed by organisations
Legislation/Codes/Standards Summary of Key Provisions

· eliminates discrimination against persons on the grounds of:

age
disability
race
colour
3. Age Discrimination Act 2004 descent
1. Disability Discrimination Act 1992 ethnic origin
2. Racial Discrimination Act 1975 sex
3. Sex Discrimination Act 1984 sexual orientation
gender identity
intersex status
marital or relationship status when undertaking marketing
activities such as respecting elders and youngsters
when undertaking marketing activities

· to secure health, safety and wellbeing of advertising professionals

· to provide a groundwork for continuous improvement and
progressively higher standards for people’s work health and safety
7. WHS Act 2011
· to take preventative measures against bullying, harassment and
discrimination when undertaking marketing activities in order to
ensure mental health of marketing team members

· to ensure companies comply with Australian Privacy Principles

8. Privacy Act 1988 when collecting, using, securing and disclosing a customer’s
personal information
Assessment Event 2: Case study
In this assessment you will undertake a number of tasks associated with developing a communication plan. This
includes undertaking two simulations to demonstrate these skills.

Task 1: Determine marketing communication requirements

In this task you will demonstrate your interpersonal skills in listening and questioning to clarify the products and
services of the client. You will then discuss their current objectives and the appropriateness of these in light of their
previous marketing efforts. You will also discuss their budget and whether it is sufficient to achieve their objectives.
You do not need to insert any responses here as this is an Observation activity. Please refer to your Student
Assessment Guide.

FitLife is a privately owned Sydney based Australian health club chain with 70 health clubs and 182,000 active
members in Australia. FitLife serves as one of the industry leaders in the sport and fitness segment providing multi-
purpose fitness venues across the country providing state of the art health clubs to swimming pools, sport clubs,
squash courts, and many other facilities.

FitLife has its base of operations in Parramatta (Health Club and Head Office), Sydney and operates in each state:

State Total Health Clubs Total Members

NSW 38 98,800
QLD 10 26,000
VIC 9 23,400
SA 4 10,400
ACT 3 7,800
WA 3 7,800
TAS 2 5,200
NT 1 2,600
Grand Total 70 182,000

Our mission, in engagement with the community, is to provide innovative health clubs delivering cutting-edge fitness
and lifestyle programs that will motivate people of all ages, backgrounds and abilities to lead active, healthy lives.

Our vision is to be regarded as a premier provider of quality fitness, gymnastics and wellness through innovative prog
rams and services that result in measurable and transformational changes in the lives of those we serve.

The Parramatta outlet (seven branches) located in the Sydney Central region has the highest potential to research
and develop new market opportunities due to having the highest lead generation potential. Therefore, the Executive
Management has decided to research and develop new market opportunities for the Parramatta branch.

The breakeven point for the Parramatta outlet is 2739 members based on last year’s lead generated, 9129 members
in total. Due to its healthy outlook, the Executive Management has allocated a total of $1,061,059 budget to research
and implement new market opportunities, where the budget includes the costs for research and development,
distribution, promotion, training, equipment, labour, and any other operational costs to develop and implement
opportunities for new markets.
Objectives
This marketing communication initiative aims to achieve the following objectives for the Parramatta branch:
-to create and maintain an ongoing mental climate favourable to sales
-to retain current customers

Demographic and Geographic Segmentation

Task 2: Develop marketing communication brief

In this task you will demonstrate your skills in developing a marketing brief to meet the needs of the client.
Insert written responses here:
Client Profile
The proportion of the elderly population is increasing year by year. More and more silver-haired people are exercising
to prevent aging through exercise and fitness. Therefore, the silver hair fitness market is receiving more and more att
ention. Applicable fitness equipment, smashing the use of sports risks; and designing courses suitable for the strengt
h of the silver-haired nationality, the sports venues become a new choice for the silver-haired social place, so that in t
he process of sports, social and psychological representation can be satisfied. Feeling, reverse the impression that fitn
ess has belonged to young people in the past.
In addition, although the female sports trend has improved in the past year, it is still easy to participate in sports habi
ts due to family factors. Therefore, future players should master the needs and preferences of women's sports, as wel
l as adjust business methods and sports services. In terms of course content, we can design parent-child yoga, rhythm
and other courses, in addition to promoting family interaction, but also can solve the conflict that women often cann
ot exercise because of taking care of children; in addition, improve the mass and cleanliness of the sports space envir
onment, and enhance women's The comfort level of use can also be designed by the intimate design on the sports en
vironment equipment, such as adding a towel hook to the pool for use, reducing the feeling of being exposed and un
comfortable after the female swims, and improving the overall service of the sports venue. energy.

Purpose Statement
❍ to introduce innovative fitness and lifestyle programs to include new markets

❍ to grow our own employees of the future

Objectives
· to create and maintain an ongoing mental climate favourable to sales
· to retain current customers
· to increase awareness about future services so as to develop the consumer’s understanding of how these
changes can add value
· to convey a brand-differentiating message in order to create differentiation of our brand with others through
displaying our competitive advantage.

Target market profile

Further observation of the sports venues industry shows that the number of fitness centers and health clubs has
increased the most in the past five years, from 149 in 1017 to 299 in 2018, and a breakthrough of 369 in 2019.
Gender: Male/Female
Age: [0-4]: Mums and Bubs Yoga
[4-16]: swimming classes, martial arts, special children programs, etc.
[16-60]: all programs including nutrition assistance
[60 and above]: seniors programs
Marital Status: [Married, no dependants]: couple classes
[Married, pregnant]: aqua exercise programs
[Married, with dependants]: Mums and Bubs Yoga, special children programs, etc.
[Other]: all programs and nutrition assistance
Religion

State Number of Clubs Population Member/Club ratio State Supply

NSW 1123 6996071 6230 34.4%
VIC 776 5449419 7022 23.8%
QLD 654 4447871 6801 20.0%
WA 412 2421494 5877 12.6%
SA 156 1553457 9958 4.8%
ACT 77 366662 4762 2.4%
TAS 49 475953 9713 1.5%
NT 18 239766 13320 0.6%
Grand Total 3265 21950693 6723 100%
Figure 3: Number of clubs and their distribution across each state’s population (Australian Bureau of Statistics, 2015)

Ethnicity/Race
Nationality: All inclusive. FitLife values diversity regardless of national origin, colour, religion, socioeconomic
stratum, sexual orientation, etc. Mutual respect, integrity, diversity, and care are part of FitLife’s core values.
Generation: [Builders/Traditionals]: seniors programs
[Baby Boomers, Generation X and Generation Y]: all programs including nutrition assistance
[Generation Z]: swimming classes, martial arts, special children programs, etc.
Education Mostly higher education (Bachelor 82%, Postgraduate 51%, Doctoral 21%)
Income Level: Medium-high income

Market profile
In the sports industry, you can find the number of fitness centers and health clubs, which has increased the number
of homes in the past five years, from 149 in 2014 to 299 in 2015, and in 2018 The breakthrough reached 369.

Competition
The overall revenue of fitness centers and health clubs broke through to 7.87 billion yuan in 2018, showing that in
recent years, Chinese people's health awareness has risen, their pursuit of fitness and physique has increased, and
their demand for fitness has increased, which has also promoted the market opportunities of fitness centers and
health clubs.

Summary of legal and ethical constraints

Vicious competition in the same industry, resulting in more losses

Most gym franchise stores have similar business plans, market positioning and marketing strategies. The industry
has been rumored that "80% of the gym grabs 20% of consumers." Coupled with the irregularity of the fitness
market, the lack of regular provisions and the lack of industry protection, the competition market is disorderly, and
eventually, like some home appliances, enter the dead end of the price war.
＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝
S (Specific)
Reduce customer complaints. In the past, the customer complaint rate was 3%. Now reduce it to 1.5% or 1%.
Improving the speed of service, using standard polite language and adopting standard service process are also an
aspect of enhancing customer awareness.
M(Measurable)
The target's metrics follow the “quantification of energyization, which cannot be quantified”. Make the creator and
the appraiser have a unified, standard, and clear measurable ruler, and eliminate the use of adjectives and other
concepts that are vague and unmeasurable in the goal setting. The measurability of the target should first be carried
out in terms of quantity, quality, cost, time, superior or customer satisfaction. If it is still not measurable, then the
target can be refined, and the component target can be refined. The above five aspects measure, if still can not be
measured, can also streamline the work to accomplish the goal, through the process of making the target
measurable.
A (Attainable)
Employee participation and communication should be maintained so as to reach an agreement between the
organization and the individual. We should not only make the work content full, but also have accessibility. The goal
of jumping up to pick peaches can be formulated, but the goal of jumping up to pick stars can not be formulated.
R(Relevant)
Improve the level of communication and communication, and the quality of service at the front desk is related
T (Time-based)
According to the weights of tasks and priorities, the time requirements for completing the target project are worked
out, the progress of the project is checked regularly, and the changes of the project progress are grasped in time, so
as to facilitate timely work guidance for subordinates and timely adjust the work plan according to the abnormal
changes of the work plan.

Goal management is a good means to make the manager's work passive and active. Implementing goal management
is not only conducive to employees to work more clearly and efficiently, but also sets goals and assessment criteria
for future performance appraisal, making the assessment more scientific. The standardization and standardization
will ensure the openness, fairness and fairness of the assessment. After all, you can't assess employees without
goals.
Whether it is to set the team's work goals or the employee's performance goals must meet the above principles, the
five principles are indispensable.
The process of development is also a process of growing self-capacity, and managers must work together with
employees to improve performance in the process of continuously setting high-performance goals.
Task 3: Design integrated marketing communication strategy and recommend
media
In this task you will demonstrate your skills in developing a detailed communication strategy including the selection

Figure 1: Distribution of member count by age group Figure 2: Distribution of member count by marital status

of media in order to align to the requirements of the brief.

3.1 Overview marketing communication options

Insert written responses here:
FOUR MAJOR MARKETING COMMUNICATION OPTIONS
Our contention is that in the future there will be four vital ingredients to the best brand-building communication
programs: (1) advertising and promotion, (2) interactive marketing, (3) events and experiences, and (4) mobile
marketing. We consider each in turn.
ad
For decades, the advantages of advertising have made it a major form of marketing communication. Advertising
information can utilize a range of media, including television, radio, magazines and the Internet. Ads can be tailored
to a specific audience or designed to reach a broad audience.
However, the shortcomings of advertising continue to grow year by year. The saturation of advertising on visible
space and sound waves has caused many people to mentally call up advertising information and even be offended by
bombing. Advertising has become so unpopular in the lives of consumers, so new technical tools have been created to
avoid them.
Sale
Sales usually involves face-to-face communication between customers and company representatives. Personal sales
process can create a positive impression in people's minds and help customers find ideal products to meet their
needs.
However, sales work is a double-edged sword, because the negative experience with sales staff may keep customers
away from and spread negative word-of-mouth advertising.

3.2 Overview primary and secondary media

Insert written responses here:
Primary media is a general term that refers to the most important media used by companies to deliver advertising
messages. Selecting the right media is critical to effective advertising, as you want to reach the most target
customers possible without wasting money on audience members with no interest or use for your brand.
Media Mix
When companies advertise, developing a media mix is an important strategic consideration. Your media mix includes
the various media used to deliver an ad campaign. Some companies choose a more concentrated media mix,
believing it is better to invest their resources in one to three key media. Others use an assorted media mix, delivering
messages through a wide array of media options to reach more customers in more ways.

Primary Basics
Regardless of whether a company opts for a concentrated or assorted approach, it typically identifies one or two
primary media for use. For companies with larger budgets, television often serves as a primary medium for reaching
a large number of people. Smaller, local companies often emphasize newspapers, local radio, and websites as
primary media. They may also use billboards in local markets, though billboards are often considered a support
media used to reinforce primary media messages.

3.3 Overview media vehicles for the primary and secondary media
Insert written responses here:
First, the newspaper
Among the traditional four media, newspapers are undoubtedly the most popular, most popular and most influential
media. Newspaper advertisements were born almost along with the publication of newspapers. With the
development of the times, the variety of newspapers is more and more, the content is more and more rich, the layout
is more flexible, the printing is more beautiful, the content and form of newspaper advertisements are more and
more diversified, so the distance between newspapers and readers is closer. It is. Newspapers have become the main
media for people to understand current events and receive information. The main features of the newspaper are:
1. Faster propagation speed and timely information transmission
2, the amount of information is large, illustrative
3, easy to save, repeatable
A. Most newspaper advertisements are mainly written symbols. To understand the content of advertisements, readers
are required to concentrate on reading and to exclude other interferences.
B. Attention is not high
C. Printing is difficult to perfect, single expression

Outdoor advertising media

Everything that can appeal to many consumers through the form of advertisement in open air or public places at the
same time, can achieve the purpose of promoting goods, can be called outdoor advertising media. Outdoor
advertisement can be divided into two major categories: plane advertisement, poster advertisement, wall
advertisement, poster, banner and so on. Three-dimensional advertisements are divided into neon lights, advertising
posts and advertising towers and lightboxes. In outdoor advertisements, signboards and posters are the two most
important forms with great influence. The exquisite design and production of outdoor advertising belt has become a
symbol of the region. The main features of outdoor advertising are:
1. It is highly selective to regions and consumers.
2. Outdoor advertisement can make better use of the blank psychology that often occurs in public places when
consumers are walking and sightseeing.
3. Outdoor advertising has a certain nature of compulsory appeal. Even the consumers in a hurry may be impressed
by a random glance at the advertisement and leave a deep impression on some commodities through repeated
repetitions.
A. Small coverage.
B. The effect is difficult to measure.
C. Very short gaze time

3.4 Analyse and evaluate the primary and secondary marketing media among target
audiences
Insert written responses here:
First, the consumer psychology analysis of the general consumer to buy things, what will care? Under normal
circumstances, it will "shop around three", than price, price, quality, ratio, etc. And different stages may have
different needs. At first, netizens only have a vague concept, only know what they need:
Search through, identify the most basic needs, and pick a few suitable ones - "fine selection";
Finally, through comparison, select a website that is “cheap and cheap”.
Analyze the consumer psychology of netizens and formulate different promotion plans according to their different
needs, such as the writing of ideas and the setting of landing pages.

II. Interest Analysis

Analyzing the interests of netizens or potential customers, such as the target group of women's clothes is women,
then what do women like, what are their interests, and which websites they like to visit, all these issues need to be
analyzed and understood. Interest analysis is mostly used in the promotion of online alliances. Through the analysis
of potential users, we can find out what kind of websites they often visit and what kind of websites they visit. Then we
can put advertisements on these websites to cover more potential customers.

Third, online habit analysis

Search behavior can also be called online habits. Each netizen's online habits are different. For example, the target
audience of the game industry may be mostly online at night; for example, the target audience of the office furniture
industry may be browsing during the daytime work hours. ... The audiences of different industries have different
online habits. Different time periods are set for different groups of people. This is also an important point for SEM
marketing.

Fourth, regional analysis

The geographical analysis is mainly to understand which areas the target audience is concentrated in, and the areas
with good conversion effects can be focused on. For example, the industry of life service industry has its own
geographical restrictions. It is only suitable for local distribution. According to statistical tools, it can be counted
which cities are submitted for reservations, and even refined to the district, and then focused on key areas. For those
industries that are suitable for the whole country, many companies will choose a plan geographical setting for the
whole country. This setting is too broad, not only the effect is not obvious, but also not conducive to our data analysis,
so we need to conduct geographical analysis on the audience, different geographical settings. Different budgets, time
slots, etc.

The analysis of the audience is the first step in any marketing. The audience analysis is done, and the subsequent
optimization will have a direction.
3.5 Develop criteria for selecting multiple media combinations
Insert written responses here:
Advertising is a non-personal form of promotion that is paid for and delivered through selected media outlets to
create awareness of the existence of a product or service.
Advertising media selection is the process of choosing the most cost-effective media for advertising, to achieve the
required coverage and number of exposures in a target audience
Before any media is selected for advertising, there has to be a criteria and one of the criteria is
• Nature of Product. Nature of the product to be advertised has an important bearing on the medium of
advertisement. Products should be classified into two broad categories, namely, consumer and industrial
goods. Consumer goods can be advertised in newspapers, magazines, radio and television and through
outdoor displays, But industrial goods can be advertised profitably in the specialized trade, technical and
professional journals.
• Nature of Market. Nature and extent of market can be determined by various factors like geographical region,
size of population and purchasing power of the population. The market may be either local or national. Film
advertising and outdoor advertising are more suitable for local products. Newspapers are the most suitable for
advertising products which can be sold throughout the country.
• Objectives of Advertising. The objectives of the advertising programme are very important to determine the
choice of advertising media. The objectives may be introduction of new product, to increase demand of an
existing product, or to avoid competition by the rivals. If advertising is not to be carried on a mass scale to have
big impact in the short and long run, a combination of various advertising media may be chosen. Sometimes
advertisements are inserted in the newspapers and magazines to complement the readers in order to enhance
the goodwill of the advertiser.
• Circulation of Media. If the media have greater circulation, the message of the advertiser will reach a larger
number of people. It may be mentioned that newspapers have the widest circulation, but other media have
limited circulation.
• Financial Consideration. The cost of advertising media is an important consideration and it should be
considered in relation to (a) the amount of funds available, and (b) the circulation of the media. In the first
instance, the amount of funds available may dictate the choice of a medium or a combination of media of
advertisement, and secondly the advertiser should try to develop some relationship between the cost of the
medium and its circulation. The cost-benefit analysis will enable the advertiser to take right decision in regard
to selection of the advertising media.
• Type of Audience. If the message is to be conveyed to illiterate or less literate people, radio, television and
cinema advertisement will serve the purpose in a better way. Newspapers, magazines, displays and direct mail
may be used to convey the message to the educated people, Since different languages are popular in different
regions, advertisements in different languages may be given to popularize the product.

3.6 Select multiple media combinations

Insert written responses here:
• Life of Advertisements Outdoor display and magazines and direct mail have sufficiently longer life but the life
of newspaper, radio and television advertisements is very short unless they are repeated regularly. Therefore,
the advertiser should also take into consideration the duration for which he wants to create the impression in
the minds of the prospective customers.
 • Media used by Competitors. The choice of advertising media also depends upon the media used by the
competitors. If a product is being advertised in a newspaper, the producers of its substitutes will find it better
to advertise them in the same newspaper. This practice has become more common these days in order to fight
competition in the market.

3.7 Ensure recommended media meet the brief, client’s requirements, and legal and
ethical constraints
Insert written responses into the table:

Constraint area Benchmark Examples How it complies with the Benchmark

Anti-discrimination Australian Communications and Media · Telemarketing standard
Authority (ACMA) · Fax marketing standard
http://www.acma.gov.au/ · Do Not Call Register
· eMarketing Code of Practice
· Monitors majority of the codes and
standards developed by other industry
bodies listed in this table
Consumer protection 1. Competition and Consumer Act · to enhance the welfare of people through
2010 the promotion of competition and fair
(covers Australian Consumer Law) trading and provision for consumer
protection
· this act includes Australian Consumer Law
which sets out consumer rights to ensure
fair trading (e.g.; misleading or deceptive
pricing in marketing materials, unsolicited
consumer agreements, cooling off rights,
etc.) and ethical advertising practices to be
followed by organisations
Copyright 1. Copyright Act 1968 · to protect the intellectual property in certain
creative works including text, artistic work,
databases, journals, music, computer
programs, media broadcasts, etc. from
others

Privacy 1. Privacy Act 1988 · to ensure companies comply with Australian

Privacy Principles when collecting, using,
securing and disclosing a customer’s
personal information
Ethical principles · principle 1
• Truthfulness and confidentiality
· principle 2
· principle 3 • Autonomy and informed consent

• Beneficence
Task 4: Develop creative brief
This task builds on the media vehicles determined in Task 3.7 in consultation with the FitLife Manager (your
Assessor). In this task you will demonstrate your skills in developing a creative brief to align to the requirements of
the client.

4.1 Identify creative content for chosen media using consumer language in the brief
Insert written responses:

Many products have also unexpectedly ignited the whole station, but in fact, we analyze the platform genes from the
vibrato and the viewing status created for the users, and we will find that the explosion of these explosions is both
unexpected and reasonable. .
"Unexpectedly" is because these products are on the TV, the Internet, any advertisements, and some are not the
"reasons" of the users' daily needs, because these products have done interesting content in the station. With a high
degree of integration, users are not paying for the features of this product, but for fun, fun, and paying for the
creativity of the video.
1. Product audiences target young consumers

2. High performance-price ratio of products

3. Creative and fun

4. Practical and valuable

5. hunting for novelty

4.2 Identify pitch for product/service in the brief that meets client requirements
Insert written responses here:
A good brand image is a powerful weapon for enterprises in the market competition, which deeply attracts
consumers. The brand image content mainly consists of two aspects: the first aspect is tangible content, and the
second aspect is intangible content.
The tangible elements of the brand image include products and their packaging, production and operation
environment, production and operation performance, social contribution, and employee image.

1. Product image
The product image is the representative of the brand image, the material basis of the brand image, and the most
important tangible image of the brand. The brand image is mainly expressed through the product image. Product
image includes product quality, performance, shape, price, variety, specifications, style, color, grade, packaging
design and service level, product innovation ability. The quality of the product image directly affects the quality of the
brand image.

2. Environmental image
The environmental image mainly refers to the brand's production environment, sales environment, office
environment and various ancillary facilities of the brand. In particular, the design, styling, layout, color and various
decorations of the sales environment can display the brand culture and the personality of the brand image, which has
a more direct impact on strengthening the brand's popularity and reliability and improving marketing efficiency.

3. Performance image
Performance image refers to the scale of business and profitability of the brand, which is mainly composed of product
sales (business volume), capital profit margin and asset return rate. It reflects the strength of brand management
and the level of profitability. It is a direct manifestation of the brand's production and operation, and it is also the
root of the brand's pursuit of a good brand image.

4. Social image
Social image refers to the brand's good brand image through non-profit and social behavior with public relations, in
order to gain social recognition and goodwill.

5. Employee image
The employee image refers to the overall image of the brand employee, which includes the image of the manager
and the image of the employee. The image of the manager refers to the impression that the brand managers,
especially the brand's knowledge, ability, courage, quality, style and business performance, leave the brand
employees, brand peers and the public.

4.3 Identify supporting information required for consumer understanding of product or

service in the brief
Insert written responses here:
Identify your customers
The first step of customer research is identifying your customers. Your market research should help you understand
your potential customers. Further customer research can help you develop a more detailed picture of them and
understand how to target them. It will also highlight key characteristics your customers share, such as:
gender
age
occupation
disposable income
residential location
recreational activities.
Understand why they shop
Once you've identified who your customers are, you can find out what motivates them to buy products and services.
For example, consider if they make decisions based on:
work demands
family needs
budget pressures
social or emotional needs
brand preferences.
Identify preferred shopping methods
As well as understanding why they shop, you will also want to understand how they shop. To learn about your
customers' preferred method and means of shopping, consider if they:
shop online, over the phone or in stores
make spontaneous or carefully considered buying decisions.

4.4 Create a Media Schedule to monitor the scheduling and the budget
Insert written responses into the table provided in the following page:
Media Date of
Start Date Resources Required Cost
Vehicle Completion

1/1/2019 5/5/2019 $100000

TV Advertising
Labour: Department/Planning
Media Department
Media and
Production: Copywriter

Refers to the form of

Other: mass media with
television as its
terminal
1. Broadcast 3/1/2019 3/3/2019 &20000
Advertising
media Labour: Department/Planning
Department

Media and
Production: Copywriter

Other: Marketing
Department

newspaper 1/5/2019 8/8/2019 $30000

Advertising
Labour: Department/Planning
Department
Media and
Copywriter
Production:
Media Date of
Start Date Resources Required Cost
Vehicle Completion

Other: Clerk Typist &

Secretary

Careful and thorough planning of your marketing and PR activities will help you manage your time more effectively,
remember the important dates, visualize the whole process, and analyze the impact of your work. Always have a
general plan and more detailed separate plans for each of your activities. Use ready templates — they will help you
save some time. And don’t forget about automation tools — with all the amount of content generated and online
conversation going on, they are nowadays indispensable.
 For Assessor Use Only

Task Outcome Sheets

The Outcome Sheet below is the assessment questions and tasks for each of the assessment events that the student
is required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment task and
‘NYS’ if the student does not meet these requirements. Also, you are required to write comments on the quality of
this evidence under the ‘Comments’ column. For your judgement on the student’s overall performance, tick
‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or ‘Not-Yet-Satisfactory’.

Assessment Event 1 – Knowledge Questions

Assessment Event 1 Knowledge
S NYS Comments
Questions

Question 1

Question 2

Question 3A

Question 3B

Question 4

The student’s performance for Assessment Event 1 is □ Satisfactory □ Not-Yet-Satisfactory

Assessor Signature: Date:

BSBMKG523 v1.0 | October 2016 Page 28

Assessment Event 2
Assessment Event 2
S NYS Comments
Case Study
Task 1:
Determine marketing
communication requirements

Task 2:
Develop marketing
communication brief
Sub Task
3.1
Sub Task
3.2
Task 3:
Design integrated Sub Task
marketing 3.3
communication Sub Task
strategy and 3.4
recommend media
Sub Task
3.5
Sub Task
3.6
Sub Task
4.1
Sub Task
Task 4: 4.2
Develop creative brief Sub Task
4.3
Sub Task
4.4

The student’s overall performance is □ Satisfactory □ Not-Yet-Satisfactory

Assessor Signature: Date:

BSBMKG523 v1.0 | October 2016 Page 29

 Assessment Outcome Sheet
Student ID Family Name First Name

Course Code Course Title

Unit Code BSBMKG523 Unit Title Design and Develop an Integrated Marketing Communication Plan

Assessment Outcome
Assessor, please tick and date the student’s final outcome of this assessment:

Initial Submission Date Re-submission 1 Date Re-submission 2 Date

C NYC ___/___/____ C NYC ___/___/____ C NYC ___/___/____

Assessor’s Feedback
Assessor, please provide your comments on the student’s final outcome of this assessment:

Assessor Full Name Signature Date

Receipt of Student’s Assessment

Assessor, you must provide the completed copy of this receipt to the student as an evidence of submission of their
assessment to you.

Student ID Family Name First Name

Course Code Course Title

BSBMKG523 v1.0 | October 2016 Page 30

Unit Code BSBMKG523 Unit Title Design and Develop an Integrated Marketing Communication Plan

Extension Date
Due Date __/__/___ Date Received __/__/___ Y❒N❒ __/__/___
Approved Approved

Assessor’s
Initial Submission ❒ Re-submission 1 ❒ Re-submission 2 ❒
Signature

BSBMKG523 v1.0 | October 2016 Page 31

Student Feedback Form
Dear Student,
We are keen to improve our products and services, and assessment tools are a key part of this. Therefore, we would
welcome your feedback on the assessment. If you could take a few minutes to complete the form below, it would be
greatly appreciated. Please provide thoughtful responses as your opinions are highly valued.

Yes No Questions

Y◻ ◻N Did the assessment cover the training you received for this unit?

Were the tasks in Assessment Event 2 based on realistic activities that you would expect to be doing
Y◻ ◻N in a workplace?

Y◻ ◻N Did you understand the assessment instructions?

Y◻ ◻N Were the tasks easy to understand?

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Y◻ ◻N Was the Assessor’s feedback specific?

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Y◻ ◻N Was the Assessor’s feedback constructive?

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Y◻ ◻N Were you satisfied with your effort in this assessment?

What would you change about this assessment?

What could the Assessor have done differently to improve the

assessment process and/or assessment feedback?

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BSBMKG523 v1.0 | October 2016 Page 32