BSBMKG417 Task 2 V1

BSB42415 Certificate IV in
Marketing and communication

BSBMKG417
Apply marketing communication across a
convergent industry
Task 2
Business College at International House

RTO Code: 91109 CRICOS 02623G
Level 1, 203 Clarence St, Sydney NSW 2000 | Floor 1, 237 Oxford St, Bondi Junction NSW 2022
3 Searcy St, Darwin NT 0800 | Level 6, 601 Bourke St, Melbourne VIC 3000
info@ihBC.edu.au| www.ihBC.edu.au
Questioning Assessment
Candidate Instructions
You will complete questions for purposes of formal assessment as per the questions outlined in the questioning record below,
and any additional probing or clarification questions required by the assessor.
The Knowledge Activity is designed to confirm your competency for all the required knowledge in the unit of competency.
Task Details
There is no restriction on the length of the question responses, or time restriction in completing the assessment.
It is anticipated that the assessment will take approximately 6 hours to complete.
The assessment may be re-attempted on two further occasions (maximum three attempts in total). All assessments must be
resubmitted 3 days within receiving your unsatisfactory grade. You must clearly indicate “Re-submission” on your
resubmitted work.
You must complete all questions unassisted by the assessor or other personnel but may refer to reference material as may be
needed.
All questions must be answered satisfactorily for the assessment to be completed satisfactorily.
For any assessment conducted that is incomplete, or without satisfactory performance, the assessment will need to be
completed again after further training support. This may be simply to focus on question areas not achieved in the prior
assessment.
Evidence to be collected
Answer the activity in as much detail as possible, considering your organizational requirements.
In undertaking this assessment task, you as the candidate are providing consent for your work to be reviewed for the purposes
of formal assessment in the unit(s) of competency. If you have concern regarding this permission, please discuss this with your
assessor prior to undertaking the task.
To provide you with an opportunity to show you have the required knowledge
Objective
for this unit.

Candidate Declaration
Bernardita Coo
Candidate name:
Trainer’s name: Marianne Bateup
Date:
Assessment declaration: I declare that no part of this assessment has been copied from another
person’s work, except where clearly noted on documents or work submitted.
I declare that no part of this assessment has been written for me by another
person. I understand that plagiarism is a serious offence that may lead to
disciplinary action.
Candidate signature:
Your trainer and assessor will be grading your work and provide you with constructive feedback
on the Learning Management system.

Task 2 – Performance and Skills Assessment
General instructions
Scenario
You have been engaged by the Bounce Fitness, (your client) to work on various marketing
strategies and activities to enhance the image of the organisation and develop a brand
message to be used across the entire organisation.
Bounce Fitness is a chain of fitness centres and has grown rapidly over the past 24 months to
include over 100 centre across Australia. Each centre has operated independently in their
own silos with support from head office but the need has now been identified to create a
convergent marketing approach.
Having met with the CEO of the organisation, you have been provided with the brief which
you will need to complete and submit to the CEO within two weeks to meet the deadline for
the next board meeting. The brief is as follows:
Formulate an integrated marketing communication report and implementation plan which
includes:
 Development of a brand message for universal distribution across all sectors of the
business for the corporate market segment
 Establishing the processes to be implemented which will empower customers and
improve sales
This assessment task is divided into 2 parts which are as follows:
Part A – Integrated Marketing Report
Part B – Integrated Marketing Communications Implementation Plan

Part A – Integrated Marketing Communication Report
For this activity you have been provided with an Integrated Marketing Communication
Report template in the following pages.
The report template includes the following sections:
 Title page.
 Executive Summary
 Background Information
 Proposed Marketing Approach
 Cost Savings and Benefits
Based on the information provided in the scenario above, you will need to:
 provide detailed responses in each section
 answer the questions provided in each section
 follow all formatting within the template

Integrated Maketing Report
17th September
Bernardita Coo

1. Executive Summary
Write an executive summary which aligns to the content of your report
(this is completed after the body of the report is written).
In this study, the objectives of the company have been discussed from
where the importance of a convergent marketing have also been defined
along with the potential areas of integrated marketing and relevant
legislation of business communication. Social networking is the tool for the
organization for communication with costumers.
Cost savings through the application of marketing tool has also been
defined here. In the next part, you can see the analyzed of the planning
with few actions. The responsibilities of the branches and the required
technologies have been analyzed.
2. Background Information
Provide the background to the project. Ensure that the following
questions are answered in this section. To make it easier, you can have
one paragraph for each question.
a. Describe how the Bounce Fitness branches have been able to
meet client requirements in the past and the limitations of the
traditional siloed approach.
b. Describe the role the customer will play in the new convergent
marketing environment.
c. Identify and describe potential areas where marketing can be
integrated across all centres.
d. Identify and list any relevant and current legislation,
regulations or policies that may impact on marketing within
the convergent environment.
a. Ways to meet clients’ requirements
It is seen the marketers of the Bounce Fitness have taken support from
various marketing strategies and activities through which they have
become able to meet the requirements of their customers. They have
highly increased the number of their fitness centres along with delivering
required services to the customers over the past 24 months. It is also
known from the case scenario that they have been successful to build 100
centres across Australia as per the demands of the service users. Thus,
they have successfully met the customers’ requirements. However, the
company has faced problems due to its traditional siloed approach as it
cannot identify, marketing opportunities like a convergent approach.
Moreover, it takes huge time and highly confusing due to which these are
also considered as limitations.
b. The role the customers will play in the new convergent marketing
environment is to provide to Bounce Fitness data by their
interactions and feedbacks resulting in relevant changes to attract
more customers.
c. The following areas can be identified for integrated marketing:
● Sales and Marketing
The marketing campaign can also be utilised for market integration

for which f. feedback needs to be collected from the Sales
department as they can determine the current effects of business.
● IT and Marketing
The marketing department can be selected from where modern

integrated marketing such as branding can be identified. The IT
department may also be included to convey the marketing objectives
of the former department.
● Finance and IT
In order to integrate the marketing of Bounce Fitness, both the IT and

Finance department needs to be chosen. IT will convey the
information whereas the Finance department will suggest the budget.
d. The Australian Communications and Media Authority is the main

regulator of communications and media convergence for Australian
organisations.
-Regulatory guide No. 5—Infringement notices

-Regulatory guide No. 4—Remedial directions
-Regulatory guide No. 3—Information-sharing under Part 7A of the
ACMA Act
-Regulatory guide No. 2—Purpose of an investigation under the

Broadcasting Services Act
3. Proposed Integrated Marketing Approach

Describe the proposed approach and solutions. Refer to the
Bounce Fitness Creative Brief for the Introduction of Corporate
Fitness Programs in the additional resources section and conduct
any further research that you require and complete the following.
a. List and describe the key marketing messages that can be
unified across all the Bounce Fitness centres through an
integrated approach.
b. Conduct your own research to evaluate 3 marketing tools that
utilise current communications technology, that can be used
on a mobile platform and that can potentially be used in the
Bounce Fitness integrated marketing communications
environment. (note you are not restricted to the tools listed in
the creative brief). Describe the 3 tools and the advantages
and disadvantages of each. You can put your answer in a
table format.
c. Choose one of the 3 marketing tools as a preferred option.
Describe the tool. Create a professional sample and include in
the space below.
d. Describe how this tool is fit for the purpose of creating a
convergent marketing approach.
e. Describe how the tool can be used across the Bounce Fitness
organization in both an integrated approach and a customer
centric approach.
a. The key messages that have to be unified across all stores has to be
connected to the values of the company such as integrity, teamwork,
accountability and quality. The company have been focused in
achieve their vision statement and is very important to all companies
to share the same vision. All these messages and statements must to
be acknowledge by all staff members in all positions to justify what
the company expect from them and stakeholders involved.

b.
c. My google business
A complete Google My Business page will result in your brand showing up in

the
search engines like this when people search for your brand.
People can easily see your fitness center’s information on the right hand
side and choose to visit your website to get additional details.

d. The my google business it’s an excellent tool for Bounce Fitness
because it can offer to the company visibility online. When people
search for anything the first place to look is on google. In the link
online customers could be able to share their opinion about the gym,
link to the website, photos of the facilities, phone number, agenda
and many other attributes that can be added to this amazing tool.
Because it is not a software gives more accessibility to people to use
it free of updates and worries.
e. The tool will contain all branches connected to the same account
allowing all venues to follow the same layout. The same features of
the website application can be applied to all gyms around Australia
helping to share the same type of advertise and communication with
customers and stakeholder such as Share the latest updates and
highlights about your business to help customers stay informed
about your business, create custom posters, social posts, and more
from reviews and updates on your Business Profile on Google.
4. Cost Savings and Benefits

Outline the expected cost savings and benefits from implementing
the selected tool by answering the following questions.
a. Describe the cost savings that can be made with this tool
compared to the traditional siloed approach.
b. Describe the expected benefits of implementing the chosen
tool.
c. Describe how the proposed solution meets customer
requirements and empowers the customer.
A. Google My Business is a free tool that allows companies to

promote their Business Profile and business website on Google
Search and Maps. The value won’t be compared with the initial
project that the company want to apply printing in magazines,
pamphlets costing both $12k and reaching only a limited number
of people. Also, the google my Business is for free and according
to google the average cost-per-click (CPC) on Google Ads is $1 to
$2 for the Google Search Network and less than $1 for the
Google Display Network. Generally, small-to-midsized companies
will spend $9k to $10k per month on Google Ads, which doesn't
include additional costs, like software but would cover all venues
for the almost same price with much more customer interaction
B. It gives the power to attract and engage customers when they search
for the name of your business on Google. Your Google business lets
presents in a great professionally way your business.
C. With your Google My Business account, you can see and connect
with your customers, post updates to your Business Profile and
see how customers are interacting with your business on Google.
Your Business Profile gives you a presence on Google Search and
Maps, allowing you to respond to Reviews, post photos of
products or special offers and add/edit your business details.
Insights shows you how you can optimize your customer
engagement for better results, and you can encourage more
engagement by interacting with your customers from the
Customers segment in the website.

Part B – Integrated Marketing Communications
Implementation Plan
In Part B, you will develop a plan for the implementation of your proposed
solution and describe how you will engage relevant specialists, channels
and networks.
5. Formulate a plan to implement your proposed solution over a 3-

month period and include actions, who is responsible for
undertaking the actions and the proposed timeframe.
Marketing Communications Implementation Plan
Actions Who is Due Date

Respons
ible
Bernie Coo 15.09

Transfer the knowledge about the tools to be
implemented to the executive assistant Thomas H for
coordinate and follow up the marketing and sales
campaign
Harriet 20.09
Develop a form with all information will be used by the Wallis
national campaign and collect data
Bernie Coo 30.09

Develop website and my google account using all
features available to offer products and offer proposed
by each venue
Thais Peron 12.10

Review with the CEO if the guidelines are in
accordance to be placed as pattern to all venues
General 10.10
Make all information available to customers through Managers
the google tools
Lily 15.10
Collect data obtained by the google tools such as Chamberla
reviews, pictures, e-mails yne

Bring the information collected by the website and 25.10
tools to meetings and develop a schedule with Board of
solutions and deadlines for all problems found in Directors
between and
Margaret
House
6. Describe what Bounce Fitness head office and branches will be

responsible for during the implementation.
The head office will be responsible for collect all information and define
what has to be taken as model to all businesses. The Executive assistant
will be working from the head office responsible for control the flow of
information and quality of what they are not doing right, all information
collected will be discussed in meetings organized between the CEO and
the Board Directors. The responsibility to deliver the data is from the
manager of each venue followed by their assistant.
7. List 3 potential technology or marketing experts who could be

consulted in regards to the implementation and to marketing
communications in a convergent environment. Describe how you
could engage them in the implementation.
The implementation of marketing experts should be taken into

consideration. Apart from experience and knowledge utilization of
experts and technologies serve as an important tool. The list of
specialized marketing specific experts is given below:
Identifying the target audience- This can be done by conducting

market research and analyzing the behavioral characteristics of the
customers.
Refined and appropriate branding- Marketers must be engaged in

refined branding that brings together suitable marketing resources and
media which will help in a long-term strategy of marketing.
Locating collaborators for conducting marketing based on

cross-sector- Fostering cross- sectional collaboration helps in

improving interrelated areas and internal marketing in the organization.
It is the responsibility of the client to identify among the available

experts like either marketing or technological experts. Constant and
regular interaction with clients is necessary for identifying the most
appropriate expert. This will ensure that clients possess sufficient
knowledge. Besides this, the working pattern and the style must be
appealing to the client. Moreover, the most important thing is to make
sure that costs should not exceed the budget as it might lead to an
unnecessary increase in costs.
8. List 3 potential business networks relevant to marketing

communications in a convergent environment. Describe how you
could establish and maintain these networks.
 - Collaborators
 - Technical specialists
 - Sector expertise
Maintenance of these networks is an integral part that necessitates

adaptation and change processes in response to marketing
campaigns. This can be facilitated by having regular interaction
among team members. Additionally, this can be achieved by having
more face-to- face meetings and consistent updates through
telephones and e-mails. Reviews from clients should be taken during
business seasons. Moreover, analysis of performance should be done
for helping customers while decision making. Apart from that, regular
and consistent updates must consist of information about various
relevant networks for informing about future marketing campaigns.
9. Describe how you would establish channels to empower and

respond rapidly to customer perspectives.

Through the customer empowerment the company can open their social
media, google page, website page, blogs and all other tools to hear
customers, what they expected what they want from the business.
Based in these reviews and feedbacks the company also have a chance
to reply and let them know they are being listened making the
communication flow building the trust and offering solutions for the
needs.
End of Assessment!
Congratulations, you have completed this assessment task.
Please ensure all questions are answered and upload the following:
 This completed workbook


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BSB42415 Certificate IV in

Marketing and communication

Business College at International House

It is anticipated that the assessment will take approximately 6 hours to complete.

Business College at International House

Trainer’s name: Marianne Bateup

Business College at International House

Business College at International House

Business College at International House

Business College at International House

a. Ways to meet clients’ requirements

c. The following areas can be identified for integrated marketing:

● Sales and Marketing

The marketing campaign can also be utilised for market integration

The marketing department can be selected from where modern

In order to integrate the marketing of Bounce Fitness, both the IT and

d. The Australian Communications and Media Authority is the main

-Regulatory guide No. 5—Infringement notices

-Regulatory guide No. 2—Purpose of an investigation under the

Business College at International House

3. Proposed Integrated Marketing Approach

Business College at International House

A complete Google My Business page will result in your brand showing up in

Business College at International House

4. Cost Savings and Benefits

Business College at International House

A. Google My Business is a free tool that allows companies to

Business College at International House

5. Formulate a plan to implement your proposed solution over a 3-

Marketing Communications Implementation Plan

Actions Who is Due Date

Bernie Coo 15.09

Bernie Coo 30.09

Thais Peron 12.10

Business College at International House

6. Describe what Bounce Fitness head office and branches will be

7. List 3 potential technology or marketing experts who could be

The implementation of marketing experts should be taken into

Identifying the target audience- This can be done by conducting

Refined and appropriate branding- Marketers must be engaged in

Locating collaborators for conducting marketing based on

Business College at International House

It is the responsibility of the client to identify among the available

8. List 3 potential business networks relevant to marketing

Maintenance of these networks is an integral part that necessitates

9. Describe how you would establish channels to empower and

Business College at International House

Congratulations, you have completed this assessment task.

Business College at International House

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