BSBMKG418 Student Assessment Booklet CBSA V1.0 (ID 173985)

STUDENT ASSESSMENT
BOOKLET
BSBMKG418 DEVELOP AND APPLY KNOWLEDGE OF
MARKETING COMMUNICATION INDUSTRY
Student first name: _______________________________________________________________________
Student last name: _______________________________________________________________________

Assessment Overview.......................................................................................................................................... 4
Assessment Task Overview............................................................................................................................. 4
Submitting your Assessment Tasks................................................................................................................. 4
Assessment Task Cover Sheet........................................................................................................................ 4
Assessment Appeals....................................................................................................................................... 4
Assessment Attempts and Resubmissions...................................................................................................... 4
Assessment Outcomes.................................................................................................................................... 5
Plagiarism, Cheating and Collusion................................................................................................................. 5
Guidance to Written Responses...................................................................................................................... 5
Reasonable Adjustment................................................................................................................................... 6
Assessment Plan.................................................................................................................................................. 7
Assessment Task Cover Sheet – Assessment Task 1.......................................................................................... 9
Assessment Task 1: Written Questions.............................................................................................................. 11
Assessment Task Cover Sheet – Assessment Task 2........................................................................................17
Assessment Task 2: Working in the Marketing Communications Industry..........................................................19
Part A – Marketing Research and Report.............................................................................................20
Part B – Stakeholder Analysis.............................................................................................................. 23
Part C – Recommendations Report...................................................................................................... 25
Part D – Presentation........................................................................................................................... 27
Alice Spring College

Address: Level 8, 271 William street, Melbourne, Vic 3000 Tel: 03 9642 2902
Website: ascollege.vic.edu.au
Assessment Overview
This Student Assessment Booklet includes all your assessment tasks for BSBMKG418 Develop and apply
knowledge of marketing communication industry.
Assessment Task Overview

This unit requires that you complete two assessment tasks. You must complete all tasks to achieve
competency for this unit.
Assessment Task Task Summary
Assessment Task 1: Written Students must correctly answer all questions in this task to show that
Questions they understand the knowledge required of the unit.
Assessment Task 2: Working in In this task you will be researching the marketing communication
the Marketing Communications industry and making informed recommendations to an organisation.
Industry
Submitting your Assessment Tasks

When you have completed each assessment task you will need to submit it to your assessor.
Instructions about submission can be found at the beginning of each assessment task.
Make sure you photocopy your written activities before you submit them – your assessor will put the
documents you submit into your student file. These will not be returned to you.
Assessment Task Cover Sheet

At the beginning of each task in this booklet, you will find an Assessment Task Cover Sheet. Please fill it in
for each task where you need to submit items for assessment, making sure you sign the student declaration.
Your assessor will give you feedback about how well you went in each task and will write this on the back of
the Task Cover Sheet.
Assessment Appeals
You can make an appeal about an assessment decision by putting a request in writing and sending it to us.
You may need to make your appeal request within a certain amount of time from the assessment decision.
Refer to your Student Handbook for more information about our appeals process.
Assessment Attempts and Resubmissions

You have up to three attempts to complete each assessment tasks satisfactorily. If after the third attempt,
you have not completed a task satisfactorily, your assessor will make alternative arrangements for
assessment, which may involve additional training and time to consolidate your skills and knowledge. When
you are required to resubmit, you may be required to:
 Resubmit incorrect answers to questions (such as written tasks and case studies)
 Resubmit part or all of a project, depending on how the error impacts on the total outcome of the task
 Redo a role play after being provided with appropriate feedback about your original performance
 Being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily
completed the first time, after being provided with appropriate feedback.
When you are required to resubmit, you’ll be given a due date for your resubmission. For example, you may:
 Be given 30 days in which to resubmit incorrect responses to written tasks, projects and so on
 Be provided with feedback on the day about your performance in a role play and then redo the task
during the next visit
Need to redo workplace-based tasks (if applicable) during the same workplace visit or a follow-up
observation may be required.
All re-submissions will be conducted in accordance with the RTO’s policies and procedures.

Assessment Outcomes
Each assessment task will be given an outcome of either Satisfactory (S) or Not Satisfactory (NS). You must
complete all tasks satisfactorily to achieve an overall outcome of Competent (C) for a unit. If one or more of
tasks are assessed as Not Satisfactory, you will be given an outcome for the unit of Not Yet Competent
(NYC).
You will be given a total of three attempts to complete each task and achieve a Satisfactory outcome. In the
case of resubmission, you will be given a date by which you will need to resubmit, and you’ll be given
feedback about what needs to be addressed in your resubmission.
Plagiarism, Cheating and Collusion

Plagiarism, cheating and collusion on assessments is not acceptable. The definitions of each of these are
below.
 Cheating – seeking to obtain an unfair advantage in the assessment of any piece of work.
 Plagiarism – to take and use the ideas and/or expressions and/or wording of another person or
organisation and passing them off as your own by failing to give appropriate acknowledgement. This
includes material from any sources such as staff, students, texts, resources and the internet, whether
published or unpublished.
 Collusion – unauthorised collaboration between students.
Where your assessor believes there has been an incident of academic misconduct involving plagiarism,
cheating, and/or collusion, they will address this with you in line with the RTO’s policies and procedures
regarding this.
Guidance to Written Responses

The assessment task instructions may use a range of instructional words, such as ‘identify’ or ‘explain’.
These words will guide you as to the level of detail you must provide in your answer. Some questions will
also tell you how many answers you need to give – for example, ‘Describe three strategies…’.
 Analyse – when a question asks you to ‘analyse’, you should do so in detail, identifying important points
and key features. Generally, you are expected to write a response of one to two paragraphs in length.
 Compare – when a question asks you to ‘compare’, you will need to show how two or more things are
similar, ensuring you also indicate the relevance of the consequences. Generally, you are expected to
write a response of one or two paragraphs in length.
 Contrast – when a question asks you to ‘contrast’, you will need to show how two or more things are
different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write
a response of one or two paragraphs in length.
 Define – when a question asks you to ‘define’, you must clearly explain the meaning of a specific term in
your own words, including outlining any qualities which are essential to understanding. Generally, you are
expected to write a response of one to two sentences in length.
 Describe – when a question asks you to ‘describe’, you will need to state the most noticeable qualities or
features. Generally, you are expected to write a response of two or three sentences in length.
 Discuss – when a question asks you to ‘discuss’, you are required to point out important issues or
features and express some form of critical judgment. Generally, you are expected to write a response of
one or two paragraphs in length.
 Evaluate – when a question asks you to ‘evaluate’, you should do so putting forward arguments for and
against something. Generally, you are expected to write a response of one or two paragraphs in length.
 Examine – when a question asks you to ‘examine’, this is similar to ‘analyse’. You will need to provide a
detailed response with key points and features and provide a critical analysis. Generally, you are
expected to write a response of one or two paragraphs in length.
 Explain – when a question asks you to ‘explain’, you will need to make clear how or why something
happened or the way it is. Generally, you are expected to write a response of two or three sentences in
length.
 Identify – when a question asks you to ‘identify’, you will need to briefly describe the required information.
Generally, you are expected to write a response of two or three sentences in length.

 List – when a question asks you to ‘list’, this means you will need to briefly state information in a list
format, often with a specific number of items indicated.
 Outline – when a question asks you to ‘outline’, this means giving only the main points. Generally, you are
expected to write a response of two or three sentences in length.
 Summarise – when a question asks you to ‘summarise’, this is similar to ‘outline’, only giving the main
points. Generally, you are expected to write a response of two or three sentences in length.
Reasonable Adjustment
A legislative and regulatory framework underpins and supports the delivery of vocational education and
training across Australia. Under this framework, providers of vocational education and training must take
steps to ensure that students with recognised disabilities have the same learning opportunities and same
opportunities to perform and complete assessments as students without disabilities. Sometimes reasonable
adjustments are made to the learning environment, training delivery, learning resources and/or assessment
tasks to accommodate the particular needs of a student with a disability. An adjustment is reasonable if it can
accommodate the student’s particular needs while also taking into account factors such as:
 The views of the student
 The potential effect of the adjustment on the student and others
 The costs and benefits of making the adjustment
RTOs are obliged by law to provide reasonable adjustments where required to ensure maximum participation
of students with a disability.
Making reasonable adjustments requires the RTO to balance the need for change with the expense or effort
involved in making this change. If an adjustment requires a disproportionately high expenditure or disruption
it is not likely to be reasonable.[1]
Please discuss with your assessor if you believe a reasonable adjustment to an assessment task, method or
process needs to be made on the basis of disability.

[1][1]
From https://vetnet.education.gov.au/Public%20Documents/BSBv1.2%20Business%20Services%20Implementation%20Guide.pdf

Assessment Plan
The following outlines the requirements of your final assessment for this unit. You are required to complete
all tasks to demonstrate competency for the unit.
Your assessor will provide you with the due dates for each assessment task. Write them in the table below.
Assessment Tasks Due Date
1. Questions and Answers
2. Project
AGREEMENT BY THE STUDENT

Read through the assessments in this booklet before you fill out and sign the agreement below. Make sure
you sign this before you start any of your assessments.
Have you read and understood what is required of you in terms of assessment?  Yes  No
Have you read and understood the RTO’s policies and procedures related to  Yes  No
reassessment?
Do you understand the requirements of this assessment?  Yes  No
Do you agree to the way in which you are being assessed?  Yes  No
Do you have any special needs or considerations to be made for this assessment?  Yes  No
If yes, what are they?
________________________________________________________________________________________
Do you understand your rights to appeal the decisions made in an assessment?  Yes  No
Student name: ____________________________________________________________________________
Student signature: _______________________________________________ Date: ______________________
Assessor name: ___________________________________________________________________________
Assessor signature: ______________________________________________ Date: ______________________

Assessment Task Cover Sheet – Assessment Task 1
Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your
work.
Name:
Date of submission:
Unit:
 BSBMKG418 Develop and apply knowledge of marketing communication industry
Assessor to complete
Is this a
Satisfactory/ reassessment?
Assessment Task Not satisfactory Date Y/N
Questions and Answers
STUDENT DECLARATION
I __________________________________________________ declare that these tasks are my own work.
þ None of this work has been completed by any other person.

þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against me.
Student signature: __________________________________________________________________________
Student name: ____________________________________________________________________________

ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.
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Assessor signature: ________________________________________________________________________
Assessor name: ___________________________________________________________________________
Date: ___________________________________________________________________________________

Assessment Task 1: Written Questions
TASK SUMMARY
You must answer all questions below correctly.
RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS TASK:

 Access to textbooks and other learning materials
 Access to a computer, printer, Internet and email software (if required)
 Access to Microsoft Word (or a similar program)
WHEN AND WHERE WILL THIS TASK BE COMPLETED?

 This task may be done in your own time as homework or you may be given time to do this task in class
(where applicable).
 Your assessor will provide you with the due date for this assessment.
WHAT HAPPENS IF I GET SOMETHING WRONG?

If your assessor marks any of your answers as incorrect, they will make arrangements with you about
resubmission. Your assessor may ask you some questions verbally to check your understanding, or you may
need to provide new written responses to the questions that were answered incorrectly. Your assessor will
give you a due date by which this must be provided.
STUDENT INSTRUCTIONS FOR TASK 1

 This is an open book test – you can use your learning materials as reference.
 You must answer all questions in this task correctly.
 You must answer the questions by typing your answers in Microsoft Word or a similar program – your
assessor will advise as to whether you must email them your completed assessment, submit the file on a
USB drive or hand in a hard copy. If there are tables included in your task that you need to fill out, you
may choose to recreate them in a word processing application. If you have been provided with an
electronic version of this booklet, you may prefer to type your answers directly into the document.
WRITTEN ANSWER QUESTION GUIDANCE

The following written questions may use a range of ‘instructional words’, such as ‘identify’ or ‘explain’. These
words will guide you as to how you should answer the question. Some questions will also tell you how many
answers you need to give – for example, ‘Describe three strategies…’.
 Describe – when a question asks you to ‘describe’, you will need to state the most noticeable qualities or
features. Generally, you are expected to write a response of two or three sentences in length.
 Discuss – when a question asks you to ‘discuss’, you are required to point out important issues or
features and express some form of critical judgment. Generally, you are expected to write a response of
one or two paragraphs in length.
 List – when a question asks you to ‘list’, this means you will need to briefly state information in a list
format, often with a specific number of items indicated.
 Outline – when a question asks you to ‘outline’, this means giving only the main points. Generally, you
are expected to write a response of two or three sentences in length.

QUESTION 1
Using the table below, list three examples for each of the following digital communications categories.
Technologies Video Chat

Social Media e.g Facebook, Twitter, Wechat
EmaIl
Platforms Google Drive
Microsoft Office
Dropbox
Devices Cell Phones
Laptops and Desktops
Bluetooth earphones
QUESTION 2
Briefly outline the following principles and practices of marketing communications and media strategies:
 Advertising
A type of marketing communication to connect with potential customers to promote a product, service
or idea that the company is selling or promote. It is also to spread awareness towards the public.
 Personal Selling
Sales representative meets with a potential customer face to face for the purpose of selling or promote
a product.
 Direct Marketing
Involves selling and advertising a company, product, or service to the targeted customer without the
use of a third party such as retailer, middleman.
 Digital Marketing
Digital marketing is the use of internet with an electronic device to connect with potential customers
and the public such as social media, email, blogs and other websites.
 Guerrilla Marketing

An advertising strategy that focuses on low-cost unconventional marketing strategy to get maximum
results while promoting a product or service.
 Public Relations
A marketing strategic communication process that builds and maintain mutually beneficial
relationships between organizations and potential targeted customers such as brand ambassadors,
press conferences.
 Sales Promotions
A type of strategic marketing aimed at the consumer or a distribution channel by providing short term
incentives to promote a newly launched product or increase sales in a period of time.
QUESTION 3
Briefly discuss three current issues and/or trends which affect the marketing communications industry. If you
have sourced your information from a website, provide a link to this website.
Artificial Intelligence Marketing

AI marketing earns a big help to marketing communications professionals. AI help brands to improve
every step of the customer journey and experience. One of the best examples is iPhone’s Siri, a virtual
assistant as it has improved the acceptability of iPhone to their consumers. AI also successfully change a
positive influence towards digital marketing like monkeylearn tools.
https://cofounderstown.com/top-marketing-communications-trends-2019-40625
Virtual Reality
VR leads customers to take action by hitting up their emotions. These emotional hits will not only impact
them, but also creates customer loyalty and maintain a strong relationship between both sides. Product
brands like mobile phones, gaming equipment, virtual online stores used VR to make customers samples
products and services which increase customer experience.
https://www.inc.com/john-hall/4-vr-marketing-trends-that-are-gaining-traction-in-2020.html
Storytelling Marketing
A good story catches the attention of viewers. When viewers evokes emotions through your story, it
increase customers engagement thus brings up sales. People remember stories more than benefits of a
product or service nowadays. Creating relevant and interesting content is an important strategy when it
comes to storytelling.
https://cofounderstown.com/top-marketing-communications-trends-2019-40625

QUESTION 4
Match the correct categories to the industry structures and networks:
 Professional association
 Contact network
 Online/social media network
Industry Structure/network Category
Instagram Online/social media network
Australian Association of Social Marketing (AASM) Professional association
Communications Alliance Professional association
Local Chamber of Commerce Contact network
LinkedIn Online/social media network
Business Networking Group (BNI) Australia Contact network
QUESTION 5
Describe each of the following business models and provide an Australian example of each:
 Business to Business (B2B)
A transaction or business conducted directly between one business to another, such as a wholesaler
and retailer.
IRESS- Software company
GBST-Financial technology company
 Business to Consumer (B2C)
A transaction or business conducted directly to the targeted consumers and the public.
Airtasker- An online mobile marketplace
Styletread- Online website that sells clothing and shoes.
 Consumer to Business (C2B)
An individual conducts transactions or values to businesses.

BOM- Australia's innovative online review site
ReadyFundGo- A crowd funding platform for Australian start-ups and business
 Consumer to Consumer (C2C)

A business transaction that happens between two consumers.
Lloyds Auctions- Auction house in Australia
Supermarkets- Harris Farm Markets
QUESTION 6
Describe the general purpose and contents of the following plans:
 Business Plan
A business plan is a document that acts as a road map which provides and describes directions of
how to build a business, mostly a start-up company. It also helps to plan long term goals and future
ahead to prevent mistakes from happening. From marketing, financial, human resources and other
core operation departments. A good business plan should provide detailed accurate guidelines
regarding form and content. It also acts an important documents to attract investment.
- Overview and objectives
- Products and Services provided
- Marketing Strategies (Pricing strategy etc.)
- Competitive Analysis
- Marketing Research ( identify who, what, when and how), conduct surveys
- Financial Analysis
- Operation
 Marketing Plan
A marketing plan is a comprehensive document that contains specific marketing objectives within a
set time frame. It also highlights advertising strategy that an organization will implement in future to
create leads and reach target goals. It describes the either formal or informal structure. It also contains
historical data, present conditions and future predictions to achieve marketing objectives. It contains
the following elements:
- Target market (identify the right segment of market)
- Marketing positioning and strategies
- Marketing 4P’s (Price, Position, Place, Promotion)
- Budgeting
- Market strategy (Goals and targets)
- Metrics (Keep track of conversions and analyse)
- Competitive Advantage (Identify potential competitors)
SUBMISSION REQUIREMENTS FOR ASSESSMENT TASK 1:

 Your answers to each question

Assessment Task Cover Sheet – Assessment Task 2
Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your
work.
Name:
Date of submission:
Unit:
 BSBMKG418 Develop and apply knowledge of marketing communication industry
Assessor to complete
Is this a
Satisfactory/ reassessment?
Assessment Task Not satisfactory Date Y/N
Project
STUDENT DECLARATION
I __________________________________________________ declare that these tasks are my own work.
þ None of this work has been completed by any other person.

þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against me.
Student signature: __________________________________________________________________________
Student name: ____________________________________________________________________________

ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.
_________________________________________________________________________________________
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Assessor signature: ________________________________________________________________________
Assessor name: ___________________________________________________________________________
Date: ___________________________________________________________________________________

Assessment Task 2: Working in the Marketing Communications Industry
The following assessment tasks use a simulated business called Complete Business Solutions Australia
(CBSA). In order to complete the assessment tasks, you will need to access information, templates,
policies and procedures associated with CBSA. This can be done in one of two ways: either your assessor
will provide you with copies of the appropriate documents, or they will provide you with login details for
CBSA’s website. Navigate to www.cbsa.com.au, select ‘Log in’ and enter your username and password
prior to completing your assessment tasks.
For this assessment you will play the role of Sales & Marketing Manager for CBSA, Tina Hughes. CBSA is
a consultancy service providing assistance with compliance, finances, human resources, information
technology and other business needs to ensure that businesses have the expertise and support they need
to survive and prosper. You should familiarise yourself with what CBSA does, its services and history, the
organisational structure of the business, its employees, and its mission, vision and business objectives.
TASK SUMMARY
In this task you will be researching the marketing communication industry and making recommendations to
an organisation based on these. This task is divided into four parts:
 Part A: In this part, you will be researching and reporting on the marketing communication industry
 Part B: In this part, you will be undertaking stakeholder analysis
 Part C: In this part, you will be making recommendations for future marketing activities based on your
research and analysis
 Part D: In this part, you will be presenting you recommendations to a group of customers and employees
The instructions for each part are provided below.
RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS TASK:

People
 Three additional students for role play activities
Resources
 Access to textbooks and other learning materials
 Access to a computer with the Internet and email
 Access to Microsoft Word or a similar program
 CBSA Policies and Procedures (accessible via the CBSA website)
 CBSA Business Plan (accessible via the CBSA website)
Templates
 Marketing Communication Industry Research (provided in Part A)
WHEN AND WHERE WILL THIS PART BE COMPLETED?

 Your assessor will give you the due date for this assessment.
WHAT HAPPENS IF I GET SOMETHING WRONG?

If you get something wrong you will need to resubmit that part of the task or the related document that has
not been completed correctly or fully.
Your assessor will provide you with guidance as to what needs to be resubmitted and how.
STUDENT INSTRUCTIONS FOR TASK 2

Complete all parts of the assessment below.

PART A – MARKETING RESEARCH AND REPORT
To begin this part, read the following email and its attachment, then complete the tasks that follow:
To: Tina Hughes (tina.hughes@cbsa.com.au)
From: Gavin Stead (gavin.stead@cbsa.com.au)
Date/time: Monday 11:07am
Subject: Marketing Communications Industry Research
Attachment: Marketing Communication Industry Research.docx
Good morning Tina,
Could you please undertake research of the marketing communications industry, and report back to me on
your research using the given template.
While the research should mostly be done formally, you may also utilise informal research techniques.
Kind Regards,
Gavin Stead
Managing Director
300 Fictional Way, Sydney, NSW 2000
Phone: 1800 111 222
www.cbsa.com.au
ATTACHMENT
Marketing Communication Industry Research.docx
MARKETING COMMUNICATION INDUSTRY RESEARCH TEMPLATE
Information Sources
<<Detail your three sources of information in the table below including what sort of information they can
provide>>
Information Source What they can provide
businessinsider.com.au A news site that provides latest technology, money, markets,

and so on.
IBISWorld.com.au Provides industry research and current trends include leverage

economic, demographic and market data.
insidesmallbusiness.com.au A print and online magazine dedicated to small business stories

and issues throughout Australia that keep current with the latest
news, trends and developments.

Industry Structure and Operation
<<Detail the operation of each of the following in the marketing communications industry structure>>
Structure Operation
Marketing agency Professionals that help clients create, implement and manage
marketing strategies to achieve their business goals in return for
expertise fee.
Government Australia has one national law for fair trading and consumer protection
- the Australian Consumer Law (ACL), which was based on the
Competition and Consumer Act 2010. It is also to increase the welfare
of consumers.
Consultants An outside advisor who client has paid with a fee to detect marketing
issues and evaluate so that they can create marketing solutions such as
suggest new content, workflow and so on.
Sales and Marketing Manager Research and develop marketing opportunities and plans, implementing
sales plans and managing both market and sales staff to meet
company’s targets and goals.
Customers A person who purchase a good or service and increase the company or
seller with brand awareness by WOM (Word of Mouth) and sales.
Industry Sectors
<<Identify and describe four sectors within the marketing communications industry using the table
below>>
Sector Description
Personal Selling Training sessions conducted to ensure employees’ standards on

how they act as a salesperson for the organization and enhanced
their interpersonal skills. Customer messages are tailored and
give immediate feedback.
Public Relations Ensure mutually beneficial relationships between organization and the
public. Endorsement is also used by the media to boost positive
message increase brand image. Example Johnnie Walker launched a
female version of its whisky on International Women’s Day called Jane
Walker to promote gender equality.
Internet Marketing E-commerce is the term used in internet marketing. It acts as a

marketing channel, not just a communication channel.
Organizations build databases which help them meet specific
needs of customers and build customer loyalty.
Sales promotion To increase customer motives to buy or accept a certain product

or service with the help of direct inducement such as coupons,
samplings and so on.
Industry Associations and Networks

<<List four marketing communications associations/networks located within Australia and what they do in

the table below>>
Association/Network What they do
Australian Association of National To ensure the responsibility of commercial communication is in

Advertisers community standards to protect the rights of consumers. It also
provides ethical leadership and spread freedom commercial speech.
www.aana.com.au
Australian Direct Marketing Association It has over 500 member organisations. To help organizations to achieve
(ADMA) better marketing results through direct marketing. It also helps
organizations increase new opportunities to connect with customers.
www.adma.com.au
International Association of Business A not-for-profit international network that its goal is to improve the
Communicators (IABC) effectiveness of organizations through strategic interactive and
integrated business communication management. Now, it has an
www.iabc.com approximate of 15,000 professionals in over 80 countries.
Australian Interactive Media Industry It is the core industry for digital marketing in Australia. The association
Association (AIMIA) provides interactive advertising, content creation, web development
and more with members from various industries. It teamed together
www.aimia.com.au with digital media professionals by holding digital media conferences.
Industry Societal Role

<<Describe each of the societal roles given in the table below are expected to display>>
Societal Roles Description
Government Create, enforce and promote legislative acts of law in marketing

communications and advertising. Example, The Australian Consumer Law
(ACL) is a national law is created to protect consumers’ right and privacy
and to ensure fair trading.
Marketing agency/consultant Provide critical scrutiny and relevant high ethical standards of strategies
and services to ensure clients are following the nation’s law and
legislation.
Businesses Ensure that marketing consultants or agencies are setting the right
services so that the organization operates its business with legislation and
high ethical standards.
Employment Obligations
<<Provide your list of employment obligations here>>
 Fair Work Act 2009

 National Employment Standards (NES)
 Work Health and Safety Standards (WHS)
 State and Federal anti-discrimination laws
 Privacy Act 1988

 Workplace Gender Equality Act 2012
 Independent Contractors Act 2006
 Occupational Health and Safety Act 2004
 Victorian Employment Law
Employment Opportunities
<<Provide your list of three common job roles in the marketing communications industry and what they
do>>
Job Role What they do
Brand Manager Conduct market research and observe keep up to date with customer
trends. They also create strategies and managing marketing
campaigns from offline to online platforms. They also organise
events such as product launches and exhibitions to spread brand
awareness.
Graphic Designer Design marketing materials, brochures, flyers, posters, tradeshow banners
etc. Manage execution of materials at vendors, design, build and maintain
social media presence, improve web graphics and support product
managers in various marketing projects.
Advertising Specialist Develop and managing advertising campaigns and communicating ideas to
creative teams. They specialise in different advertising channels including
TV, radio, newspaper and digital. Liaise between advertising and marketing
teams.
Digital Communications Technologies

<<Provide your overview of recent digital communication technologies here>>
Internet of Things (IoT)
IoT is the physical objects that connects with a network embedded with sensors, GPS signals, software to
connect and exchange data with other devices over the internet. It is call “smart device”. The use of smart
devices in our everyday lives can reveal a great deal of information about our habits and ways that we live.
For example, Salted Ventures, a spin-out from Samsung, has launce smart shoes which can report on
pressure, balance and weight shift for athletes.
Facial Recognition
It is a technology that is capable of matching a human face from an image or video frame to a database of
faces. This system has been widely used over the past few years especially in smartphones and other
forms of technology like robotics. It is also widely used in ID verification services and deployment in
security services. In China, facial recognition had been implied in traffic in order to track down people who
against the law on the road.
Current Issues of Concern to the Industry

<<Provide your overview of current issues of concern to the marketing communications industry here>>
Ethical collection and use of data
Marketing agencies and partners are holding a big responsible to ensure full transparency of consumer
data is being used in any platform like campaigns. Try to avoid and minimize problems that will cause
physical or emotional harm to consumers. Build and maintain trust with consumers take time. It can be
done if handled with respect, integrity and authenticity when it comes to the use of personal information.
https://reprisedigital.com/

Embracing Artificial Intelligence
In future AI will become a common practice in digital communication industries. The biggest challenge that
will be meet is to embrace AI without sacrifice the human element telling a good story. Organizations in
future have to collaborate more effectively with nonhuman minds and integrate AI into their marketing
strategies to inform their campaign status.
Monitoring Plan
<<Provide your overview of how you could implement a continuous monitoring plan to ensure that you are
monitoring current the issues of concern you have identified in the marketing communications industry>>
MARKETING COMMUNICATION PLAN
Issue Communication Methodology Frequency Reaction Plan Comment

concerned Channel Instrument
TASKS
Using a word processor, complete each of the following tasks using the Marketing Communication Industry
Research template provided:
1. Under the ‘Information Sources’ heading, identify three sources of information on the marketing
communication industry. For each, you should specify the source and the type of information they can
provide.
2. Under the ‘Industry Structure and Operation’ heading, provide a paragraph summary of the structure and
operation of the marketing communication industry.
3. Under the ‘Industry Sectors’ heading, list and describe four different sectors within the marketing
communications industry.
4. Under the ‘Industry Associations and Networks’ heading, provide a description of the four associations
and networks within Australia for the marketing communications industry.
5. Under the ‘Industry Societal Role’ heading, provide a description of the societal role for those given in the
table.
6. Under the ‘Employment Obligations’ heading, provide an overview of what legislation employers within
the marketing communication industry must adhere to when employing staff.
7. Under the ‘Employment Opportunities’ heading, identify three typical job roles within the marketing
communications industry and provide a description of what they do.

8. Under the ‘Digital Communications Technologies’ heading, provide an overview of recent developments
in digital communication technologies used in the marketing communication industry. Two or three
paragraphs are expected as a minimum for your overview.
9. Under the ‘Current Issues of Concern to the Industry’ heading, provide an overview of two current issues
of concern in the marketing communication industry. A paragraph for each of your issues is expected at
a minimum.
10. Under the ‘Monitoring Plan’ heading, detail a monitoring plan that you could implement to ensure that
you are monitoring current issues of concern to the industry in a continuous manner.

PART B – STAKEHOLDER ANALYSIS
Date/time: Wednesday 3:47pm
Subject: Stakeholder Identification and Analysis
Attachment: Stakeholder Analysis.docx
Good afternoon Tina,
Thanks for providing your detailed research on the marketing communications industry.
To prepare for consultative approaches in the future around marketing initiatives, can you please provide a
brief overview of the organisational environment that CBSA operates within and its organisational
structure. Also, can you develop a Power/Interest Grid of our internal stakeholders so we can develop
plans to help manage these stakeholders in the future.
Can you please use the attached template for this information.
Kind Regards,
Gavin Stead
Managing Director
Phone: 1800 111 222
www.cbsa.com.au
ATTACHMENT
Stakeholder Analysis.docx
STAKEHOLDER ANALYSIS
CBSA Overview
<<Provide your overview of CBSA here>>
CBSA provides consulting service and assistance on client’s critical issues and opportunity from strategy,
marketing, finances, technology, digital, acquisitions and sustainability across all industries. CBSA also
bring functional expertise to deliver great customer experience. We aim to work with ambitious clients who
want to define the future by not hiding it. In addition I have been proven to be acknowledge myself of the
whole operation of CBSA, from its services and history to the organisational structure.
Organisational Structure
<<Provide your overview of CBSA’s organisational structure here>>
Stakeholder Power/Interest Grid

TASKS
Based on the email, refer to the organisation’s Business Plan (accessible via the CBSA website) and then
complete the Stakeholder Analysis template by completing the following tasks using a word processor:
1. Under the ‘CBSA Overview’ heading, in your own words provide a one paragraph overview of CBSA and
what it does
2. Under the ‘Organisational Structure’ heading, provide an overview of the organisational structure for
CBSA
3. Under the ‘Stakeholder Power/Interest Grid’, analyse the organisation’s staff members and place each
appropriately with the grid in relation to project and initiatives that involve marketing and communication
activities
Question 2

Organisational Structure
Gavid Stead
Managing Director
Sally Pierce
Secretary
Tina Hughes Wi Zhang Steve Alfanso Henry Thomas

Glenda Williams Con Kafatos
Sales and Finance Manager Training Manager Governance
Marketing Human Resource IT Manager
Manager Manager
Manager
May Lee Tina Yates Trey White Isha Khatri

Kelly Munro Payroll IT Technician
Ian Banks Contract Trainer Legal Advisor
Business Specialist
Development
Specialist
Tim Gibbons Sally Fisher Abby Smith Dave O' Connor
Accounts Officer System Analyst
Zane O' Brian Trainer Sustainibility
Adrian Russo Advisor
Marketing Human Resource
Strategist Consultant
Jane Porter Tan Yamamoto

Jason Yee
Financial Advisor Software
Developer Health and
Safety Advisor
Jimmy Burton James Hanson Jay Gartner

Tax Agent Graphic Business
Designer Compliance
Specialist
Brenda Hawkins
Sam Tailor Keith Banks
Accountant
Support Specialist Auditor

Question 3
Stakeholder Power/Interest Grid
HIGH
KEEP SATISFIED ENGAGE AND CONSULT
 IT Manager  Managing Director

 Human Resource Manager  Sales and Marketing Manager
 Training Manager  Finance Manager
MONITOR KEEP INFORMED

POWER
 Secretary  Business Development Specialist
 System Analyst  Marketing Strategist
 Software Developer  Graphic Designer
 Support Specialist
 Contract Specialist
 Business Compliance Specialist
 Sustainability Advisor
 Auditor
 Health and Safety Advisor
 Accounts Officer
 Payroll
 Tax Agent
 Financial Advisor
 Accountant
 Trainer
LOW
LOW INTEREST HIGH

PART C – RECOMMENDATIONS REPORT
Date/time: Friday 9:19am
Subject: Marketing Recommendations
Strategic Plan Summary.docx, Marketing Recommendations

Attachment:
Report.docx
Good morning Tina,
Thanks for undertaking the stakeholder analysis of our internal employees.

For the next step, you will need to review the following:
 The analysis you have undertaken so far
 The summary of the Strategic Plan, attached with this email
 Existing policies and procedures for CBSA
Using this information, can you please make some recommendations so that everyday activities within the
marketing department can be improved upon. Please document these recommendations using the
attached report template.
Kind Regards,
Gavin Stead
Managing Director
Phone: 1800 111 222
www.cbsa.com.au
ATTACHMENT
Strategic Plan Summary.docx
Mission statement: ‘Helping businesses to help themselves.’

Vision statement: ‘To become Australia’s largest business advocate.’
Core values
Our commitment is to:
 Implement innovation and excellence
 Provide ways to help customers grow so they are successful
 Empower and inspire our customers
 Behave honestly with respect for all individuals
 Act professionally with our customers, and each other
 Continually pursue new knowledge and share this openly with others
Strategic plan 20XX
Strategic objectives for this year include:
 Acquiring five new clients per month

 Maintain 90% retention rate of our existing customers
 Grow our business financially by 25%
 Implement three new services for our clients
Grow our workforce to support new services and expected growth.
Marketing Recommendations Report.docx
MARKETING RECOMMENDATIONS REPORT.DOCX
Employment Opportunities
<<Provide any recommendations for possible marketing communication opportunities within CBSA here>>
1. In my opinion, I would recommend CBSA to implement three new services for our clients. CBSA should
hire an online marketing specialist which grouped into two types, digital marketing and content marketing
specialist. Both specialist are relying on one another as a content of a product or service is needed to be
tailored depending on the client on various social media platforms. This is where digital marketing comes
by creating eye-catchy image with social media to attract public attention. By that, CBSA can stand
stronger in online marketing.
2. In my opinion, I would recommend CBSA to get five new clients per month. CBSA should hired a brand
manager so that CBSA can overseeing advertising, design and events to make sure that our concept of
branding can be consistent in advertising and brand campaigns. Brand manager can also help CBSA
develop large scale of relevant marketing strategies including both print and digital media.
Employee Obligations Recommendations

<<Provide any recommendations for potential employee obligations requirements here>>
CBSA should implement an employee policy handbook to communicate company expectations and
benefits. This could protect the wellbeing of every employee and regulate the relationship with clients as
well. This is also to ensure a smooth flow in the hiring processes, dismissal processes, and workplace as
a whole and fair for every individual.
Technology Recommendations
<<Provide any technology impacts recommendations here>>
According to the two recommendations provided which is hiring online marketing specialist and brand
manager, Xara Designer Pro X can help online marketers especially graphic designers to handle desktop
publishing, graphic design, illustration, photo editing, all in one place. As for brand manager can focus
more on digital branding which is a brand management technique that uses combination of internet
branding and online marketing to develop a brand over a range of digital platforms. Digital branding aims
to create connections between consumers and products or service being delivered successfully so
that brand recognition is established in the digital world.
Trend Recommendations
<<Provide any trend impact recommendations here>>
In my overview after research, I would recommend CBSA to on board with video marketing with the help
of online marketing and digital branding. Text-based content can’t compete with the power of video
nowadays when it comes to selling products and services online. Most consumers share one’s brand
video. When more people watched the video shared, consumers will be more confident and this guides
their purchasing decisions. Live streaming is also a powerful tool when combined with influencer
marketing.
TASKS
Based on the email, you are to review the analysis you have undertaken so far, the Strategic Plan, and the
organisation’s policies and procedures, and then complete the following tasks using the Marketing
Recommendations Report template and a word processor.

1. Under the ‘Employment Opportunities’ heading, provide two or more recommendations for possible
employment opportunities within CBSA based on the current Organisational Chart, your analysis of
marketing job roles, and the strategic plan. You must explain why you are making each recommendation.
2. Under the ‘Employee Obligations Recommendations’ heading, provide one or more recommendations on
how the organisational policies and procedures could be improved to ensure that the organisation is
meeting its obligations. You must explain why you are making each recommendation.
3. Under the ‘Technology Recommendations’ heading, provide one or more technology recommendations
based on the existing technologies used by CBSA and the recent technology developments you have
researched. You must explain why you are making each recommendation.
4. Under the ‘Trend Recommendations’ heading, provide one or more recommendations on marketing
initiatives or trends that CBSA should implement based on your research. You must explain why you are
making each recommendation.

PART D – PRESENTATION
To begin this part, read the following email and then complete the tasks that follow:
Date/time: Tuesday 11:12am
Subject: Recommendations Presentation
Good morning Tina,
Could you please lead a presentation with representatives of our staff and some of our VIP clients so that
you can share the updated knowledge you have gained, and your recommendations to improve everyday
work activities based on this knowledge.
Kind Regards,
Gavin Stead
Managing Director
Phone: 1800 111 222
www.cbsa.com.au
TASK
Based on the email you are to complete the following task:
Deliver a presentation to representatives of CBSA’s staff and VIP clients (roleplayed by your assessor and
classmates). The presentation should be no longer than 15 minutes, and you will need to cover:
 All of the recommendations in your Marketing Recommendations Report
 Information that led you to make each of the recommendations
During the presentation, your assessor will be looking to see that you can:
 Present information using language appropriate to audience
 Select and use appropriate conventions and protocols when communicating with internal and external
stakeholders to seek or share information
SUBMISSION REQUIREMENTS FOR TASK 2:

 Marketing Communication Industry Research for Part A
 Stakeholder Analysis for Part B
 Marketing Recommendations Report for Part C

Reference

- https://www.adzuna.com.au/blog/2019/07/31/top-20-australian-websites-for-business-advice/
- https://www.referenceforbusiness.com/management/Log-Mar/Marketing-Communication.html
- https://marketing.com.au/business-directories/marketing-industry-associations/
- https://www.raconteur.net/top-10-digital-tech-the-boss-should-know-about/
- https://adage.com/article/industry-insights/10-challenges-marketers-will-face-next-five-years-and-
how-tackle-them/2200056


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STUDENT ASSESSMENT

Student first name: _______________________________________________________________________

Student last name: _______________________________________________________________________

Alice Spring College

Assessment Task Overview

Assessment Task Task Summary

Submitting your Assessment Tasks

Assessment Task Cover Sheet

Assessment Attempts and Resubmissions

Alice Spring College

Plagiarism, Cheating and Collusion

Guidance to Written Responses

Alice Spring College

Alice Spring College

Assessment Tasks Due Date

1. Questions and Answers

AGREEMENT BY THE STUDENT

Do you understand the requirements of this assessment?  Yes  No

Student name: ____________________________________________________________________________

Student signature: _______________________________________________ Date: ______________________

Assessor name: ___________________________________________________________________________

Assessor signature: ______________________________________________ Date: ______________________

Alice Spring College

Questions and Answers

I __________________________________________________ declare that these tasks are my own work.

þ None of this work has been completed by any other person.

Student signature: __________________________________________________________________________

Student name: ____________________________________________________________________________

Alice Spring College

Assessor signature: ________________________________________________________________________

Assessor name: ___________________________________________________________________________

Alice Spring College

RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS TASK:

WHEN AND WHERE WILL THIS TASK BE COMPLETED?

WHAT HAPPENS IF I GET SOMETHING WRONG?

STUDENT INSTRUCTIONS FOR TASK 1

WRITTEN ANSWER QUESTION GUIDANCE

Alice Spring College

Technologies Video Chat

Alice Spring College

Artificial Intelligence Marketing

Alice Spring College

Instagram Online/social media network

Australian Association of Social Marketing (AASM) Professional association

Communications Alliance Professional association

Local Chamber of Commerce Contact network

LinkedIn Online/social media network

Business Networking Group (BNI) Australia Contact network

 Business to Consumer (B2C)

 Consumer to Business (C2B)

An individual conducts transactions or values to businesses.

 Consumer to Consumer (C2C)

Alice Spring College

Supermarkets- Harris Farm Markets

SUBMISSION REQUIREMENTS FOR ASSESSMENT TASK 1:

Alice Spring College

I __________________________________________________ declare that these tasks are my own work.

þ None of this work has been completed by any other person.

Student signature: __________________________________________________________________________

Student name: ____________________________________________________________________________

Alice Spring College

Assessor signature: ________________________________________________________________________

Assessor name: ___________________________________________________________________________

Student signature: _________________________ Date:

Assessor signature: ________________________ Date: