BSBMKG418 Develop and apply knowledge of the marketing communication industry

Assessment information

The assessment tasks for BSBMKG418 Develop and apply knowledge of the marketing communication industry are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.

  • To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily. 

Assessment plan

Assessment TaskOverview
Marketing communication industry information projectYou must research the marketing communications industry to develop an industry information brochure.
Marketing communication industry trends projectYou must conduct further research about marketing communication industry trends, develop a briefing report and discuss your briefing report at a meeting.

Assessment preparation

Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions.

When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it and hand it to your assessor, who will countersign it and keep it on file.

Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.  

Assessment appeals

If you do not agree with an assessment decision, you can make an assessment appeal as per your RTO’s assessment appeals process.

You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment instructions

Each assessment task in this booklet consists of the following:

Assessment Task Cover Sheet

This must be filled out, signed and submitted with your assessment responses.

If you are submitting hardcopy, the Assessment Task Cover Sheet should be the first page of each task’s submission.

If you are submitting electronically, print out the Assessment Task Cover Sheet, fill it out, sign it and then scan and submit the file.

The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback on the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on reassessment opportunities as per your RTO’s reassessment policy.

Depending on the task, this may include

  • resubmitting incorrect answers to questions (such as written questions and case studies)
  • resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
  • redoing a role play after being provided with appropriate feedback about your 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.

Assessment task information

This gives you:

  • a summary of the assessment task
  • information on the resources to be used
  • submission requirements
  • resubmission opportunities if required.

Assessment task instructions

This includes questions you will need to answer or tasks that you need to complete.

Your answers must be typed using software as indicated in the assessment task Instructions.

Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.

If you are submitting electronically, give the document a file name that includes the information as indicated in the section called ‘Naming electronic documents’ (see below).

Naming electronic documents

It is important that you name the documents that you create for this Assessment Task in a logical manner.

Each should include:

  • Course identification code
  • Assessment Task number
  • Document title (if appropriate)
  • Student name
  • Date it was created

For example, BSBMKG418 AT2 Briefing Report Joan Smith 20/10/18.

Icons

Icons are used in task instructions to indicate three of the common stages within the task.

This icon indicates that you will need to meet with your assessor (and possibly other students) to complete a meeting or role play.
This icon indicates that you will need to communicate via email or send documents to via email.
This icon indicates that you will need to submit an item of evidence.
This icon indicates all other stages during the task, which may include research, developing documents, brainstorming ideas and so on.

Additional resources

You will be provided with the following resources before you begin each assessment task.

Assessment Task 1:

  • Industry Information Brochure Template

Assessment Task 2:

  • Briefing Report Template
  • Strategic Business Plan

Checklist

This will be used by your assessor to mark your assessment. Read through this checklist as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses or observing your performance.

Student assessment agreement

Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.

If there is anything that you are unsure of, consult your assessor prior to signing this agreement.

Have you read the assessment requirements for this unit?¨  Yes¨  No
Do you understand the requirements of the assessments for this unit?¨  Yes¨  No
Do you agree to the way in which you are being assessed¨  Yes¨  No
Do you have any specific needs that should be considered¨  Yes¨  No
If so, explain these in the space below.  
Do you understand your rights to reassessment?¨  Yes¨  No
Do you understand your right to appeal the decisions made in an assessment?¨  Yes¨  No
 Student name 
 Student ID number 
 Student signature 
 Date 
 Assessor name 
 Assessor signature 
 Date 

Assessment Task 1 Cover Sheet

Student declaration

To be filled out and submitted with assessment responses

  • I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
  • I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
  • I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name 
Student ID number 
Student signature 
Date 

Assessor declaration

  • I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
Assessor name 
Assessor signature 
Date 
Assessment outcomeSNSDNSResubmissionYN

Feedback

Student result response

  • My performance in this assessment task has been discussed and explained to me.
  • I would like to appeal this assessment decision.
Student signature 
Date 

A copy of this page must be supplied to the office and kept in the student’s file with the evidence.  

Assessment Task 1: Marketing communication industry information project

Task summary

In the role of Marketing Officer of Success College Australia, you are required to develop an industry information brochure about the marketing communication industry for inclusion on the College’s web site to encourage students to enrol in a range of marketing and communication courses offered by the College.

This assessment is to be completed in the simulated work environment in the RTO.

Required

  • Access to textbooks/other learning materials
  • Computer with Microsoft Office and internet access
  • Information Brochure Template
  • Access to relevant legislation, standards and codes related to marketing communication, for example: http://www.marketingminds.com.au/regulation.html
  • Industry software and apps, for example: http://www.smartinsights.com/mobile-marketing/app-marketing/best-iphoneipad-apps-for-marketing/

Timing

Your assessor will advise you of the due date of this assessment.

Submit

  • Email with industry information brochure attached.

Assessment criteria

All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.

Resubmission opportunities

You will be provided feedback on your performance by the assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.

If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you with written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Reassessment attempt(s) will be arranged at a later time and date.

You have the right to appeal the outcome of assessment decisions if you feel you have been dealt with unfairly or have other appropriate grounds for an appeal.

You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.

Assessment Task 1 Instructions as provided to students

Complete the following activities:

Carefully read the following scenario.

Success College Australia is a thriving College offering a range of courses in business, marketing and management. Each time a course is advertised, the College develops an informative brochure to include on its web site about the industry to give students. The brochure gives them more information about the industry that they may eventually find employment in, as well as help them in their decision as to whether to enrol in the course or not. As Success College Australia has recently advertised a number of new courses in marketing communication, your role as Marketing Officer is to develop the industry information brochures. Starting these new courses is considered to be an important step for the school, and the CEO has requested that you send your work to her for approval before moving forward with the project.
  1. Research the marketing communications industry.
Identify at least five sources of information about the marketing communication industry that you can use to develop the brochure. Make notes on the details of each of these sources, as you will need to provide them to your assessor in the next part of the assessment task. Your notes should include the title of the publication/web site and how to access the information sources (such as a web site address), as well as the date of publication if available. You should use varied sources of information including sources of information with facts and figures such as statistics about the marketing communication industry, as well as sources including anecdotal information, such as opinion pieces. Your sources should provide enough information for you to complete the brochure as described in the next activity.
  • Develop an industry information brochure.
Write a brochure of approximately 1000 words, addressing all of the items shown in activity 1 and as set out in the brochure template. Your brochure should include the following: Definition of marketing communicationTypes of marketing communicationDefinition of integrated marketing communicationKey features of integrated marketing communication, including common practices and media strategiesThe role of the marketing communications industry within society, as well as for Success College AustraliaCurrent issues of concern for the marketing communication industry (identify at least two). Marketing communication and digital communication technologies, platforms and devices Marketing communication industry trends, including impact of new/alternative technologies on the industryKey stakeholders in the marketing communications industry, including industry associations and networksEmployment opportunities in the marketing communications industryMarketing communication and ethics Legislation that applies to marketing communication. Your brochure must be: Clear and concise.Written in plain English.Written in language appropriate for the audience.Grammatically correct and error free. Use the Information Brochure Template to guide your work.
  • Send an email to the CEO (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachment and outline the details of the five sources of information you used to develop your brochure. Attach your Information Brochure to the email.

Assessment Task 1 Checklist

Student’s name:
Did the student:Completed successfully?Comments
YesNo 
Prepare and submit an industry information brochure brief using the template provided, and that was: Clear and concise?Written in plain English?Written in language appropriate for the audience?Grammatically correct and error free?   
Address each of the following points in the information brochure? Definition of marketing communicationTypes of marketing communicationsDefinition of integrated marketing communications Key features of integrated marketing communications including common practices and media strategiesThe role of the marketing communications industry within society, as well as for Success College Current issues of concern for the marketing communication industry Marketing communication and digital communications technologies, platforms, devices Marketing communication industry trends, including impact of new/alternative technologies on the industryKey stakeholders in the marketing communications industry, including industry associations and networksEmployment opportunities in the marketing communications industryMarketing communication and ethics and legislation applicable to your State of study.   
Identify and provide details of at least five sources of information on the marketing communication industry used in research?   
Submit industry information brochure as an email attachment?   
Task outcome:SatisfactoryNot satisfactory
Assessor signature: 
Assessor name: 
Date: 


Assessment Task 2: Marketing communications briefing report and presentation

Task summary

This Assessment Task requires you to develop and present a report to the Senior Management Team to recommend future marketing communication activities for Success College Australia.

This assessment is to be completed in the simulated work environment in the RTO.

Required

  • Access to textbooks and other learning materials
  • Computer with Microsoft Office and internet access
  • Briefing Report Template
  • Strategic Business Plan

Timing

Your assessor will advise you of the due date of these submissions.

Submit

  • Email with briefing report attached.

Assessment criteria

For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Resubmission opportunities

You will be provided feedback on your performance by the assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.

If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you with written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Reassessment attempt(s) will be arranged at a later time and date.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.

Assessment Task 2 Instructions as provided to students

Complete the following activities:

Carefully read the following scenario.

Assume that, following your submission of the industry information brochure, your Manager calls you into their office. They explain that management is very interested in the information in your industry information brochure and would like to use some of the marketing communication ideas for Success College Australia.  The Management Team have asked you to review the current Strategic Plan for the College which indicates the College’s planned directions for business and marketing. You are asked to assess current marketing strategies and to provide recommendations for marketing communication activities currently included in the report based on the cutting-edge ideas about marketing communication from your industry information brochure. You have been asked to develop a report for the Senior Management Team about your review and proposed new marketing communication activities, and then present this to the Management Team.
  1. Develop a marketing communication briefing report.
Review the College’s Strategic Business Plan to identify and evaluate current marketing strategies. Then develop a report for the Senior Management Team with your evaluation and proposed new marketing communication activities based on your research from Assessment Task 1. Ensure that your report is written in plain English to ensure that the senior management team, who are not all familiar with marketing communication, can understand complex concepts. Use the Briefing Report Template to guide your work. Your report must include: A brief introduction to Success College Australia and its operating environment based on your review of the Strategic Plan. 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. 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. Identification of the organisation’s key stakeholders (customers) and the best ways of communicating with them.Evaluation of current marketing strategies in comparison to marketing communication industry trends and the latest techniques and technologies explored in Assessment Task 1. Recommend marketing communication activities based on your review. You should identify at least three marketing communications activities. Save this document as Briefing Report.
  • Send an email to the CEO (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachment and ask for the place, date and time of your presentation. Attach your Briefing Report to the email.
  • Present your marketing communication briefing report.
You are required to present your briefing report to the Senior Management Team (your assessor) in order to share information about marketing communication techniques and trends, and to identify strategies for Success College Australia. Carefully go through each part of your report. During the presentation, you will be required to demonstrate your effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding

Assessment Task 2 Checklist

Student’s name:
Did the student:Completed successfully?Comments
YesNo 
Prepare a report that addresses: An introduction to the College and its operating environmentAn overview of the business and marketing planAn overview of current marketing strategies. An explanation of the concept of integrated marketing communication and the role it can play in assisting the College to grow its business. Identification of the organisation’s key stakeholders (customers) and the best ways of communicating with them.Evaluation of current marketing strategies in comparison to marketing communication industry trends and the latest techniques and technologies. At least three marketing communication activities?   
Present the marketing communications briefing report at the meeting, demonstrating communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding   
Task outcome:SatisfactoryNot satisfactory
Assessor signature: 
Assessor name: 
Date: 

Final results record

Student name: 
Assessor name: 
Date 

Final assessment results

TaskTypeResult
SatisfactoryUnsatisfactoryDid not submit
Assessment Task 1Marketing communication industry information projectSUDNS
Assessment Task 2Marketing communication briefing report and presentationSUDNS
Overall unit results CNYC 

Feedback

  • My performance in this unit has been discussed and explained to me.
  • I would like to appeal this assessment decision.

Student signature: __________________________________________   Date: ____________

  • I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.

Assessor signature:   _______________________________________   Date:  ____________

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