This document is Briefing Report Template.

It is part of the supporting resources for Assessment Task 2 of BSBMKG418.

Success College Australia

Marketing Communication Briefing Report

Introduction
Give a brief introduction to Success College Australia and its operating environment based on your review
of the Strategic Plan.
 A Registered Training Organisation (RTO) that provides opportunity to students the good quality
training services in business and management.
 Their training is nationally recognised
 Their training met the vocational and educational standards
 The qualified staff with extensive industry and training experience designed the courses
 They build a good relationship with industry and other stakeholders to make sure their courses can
meet student’s expectations.
 The quality is maintained with the national VET Quality Framework and through their continuous
improvement system.

Current business directions and overall marketing strategies

Give the current business directions and overall marketing strategies based on your review of the Strategic
Plan. Explain this in no more than 2 to 3 paragraphs.
They intend to provide and maintain high quality infrastructure to support the students and staff. Moreover,
developing resources and people means that the courses and the staff in their college. On the other hand,
they identify staff required for new campuses as well as target other states and territories.
They want to create two new campuses which is in Brisbane and Sydney. Offering online blended learning,
improving the contents on website, improving services, skills and knowledge in order to promote the
courses. Besides, encouraging students to enrol it with good pricing and quality of courses.

Integrated marketing communication and how it can help Success College Australia to grow its
business
Give an explanation of the concept of integrated marketing communication and it’s the role it can play in
assisting Success College Australia to grow its business.
Integrated marketing communication is a simple concept. It ensures all the communication are linked
together. It is integrating all the communication tools such as public relations, advertising, direct marketing
and so on. It combines the traditional marketing and digital marketing together to deliver a same message
that helps audience to properly identify the courses and training being promoted.

Key stakeholder analysis

Identify the organisation’s key stakeholders (customers) and the best ways of communicating with them.
The key stakeholder:
 Media (writing about courses)
 Leadership Team (determine strategic implementation)
 Funders

The best ways of communicating with them:

 Meetings
- One of the most common way to communicate with them

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 - A dialogue not a monologue
- Send presentation and other materials before meeting
 Newsletter, Email or Poster
- Utilizes emailed updates, hard copy brochures, posters, newsletters mailed or emailed but
we can’t know if they were read the message
 Conference calls
- The most common these days
- It does not require time and expense of travel

Evaluation of current marketing strategies in comparison to marketing communication industry

trends and the latest techniques and technologies explored in Assessment Task 1.
Evaluate current marketing strategies in comparison to marketing communication industry trends and the
latest techniques and technologies explored in Assessment Task 1.
 Improving website such as contents and the ads but people will use ad blocker because some of
them might not relevant to it.
 Providing face to face information sessions because MARCOM is all about listening. It provides
opportunity to people to share their interests and opinions to make it more effectively.
 Improving and maintaining communication channels with stakeholders to give effective planning
and decision making.

Recommend marketing communication activities based on your review.

Identify at least three marketing communications activities.
• FB Advertising
• TV
• Radio
• Telemarketing
• Digital marketing

Q2

To: Isabelle
Subject: Introduce and summarize the contents

I hope you are doing well.

I would like to introduce and summarize the contents of the briefing report.

The report includes a brief introduction and operating environment about Success College Australia. Next,
its current business directions, overall marketing strategies. Moreover, the role of integrated marketing
communication to grow its business. Besides, identification of organization’s key stakeholders and the best
ways of communicating them. Lastly, the evaluation and the recommended marketing activities.

If you have any questions, feel free to email me.

Sincerely yours,
Yin

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This study©soJu&rSceLweaasrndionwgnwlooarkde2d0b1y8100000828569684 from CourseHero.com on 09-12-2021 08:09:26 GMT -05:00