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
Candidate name:
Trainer’s name:
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

< Insert title >
< Insert date prepared >

< Insert your name >

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).
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.

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.

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.

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

Responsible
6. Describe what Bounce Fitness head office and branches will be responsible for
during the implementation.

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.
8. List 3 potential business networks relevant to marketing communications in a

convergent environment. Describe how you could establish and maintain these
networks.

9. Describe how you would establish channels to empower and respond rapidly to
customer perspectives.
End of Assessment!
Congratulations, you have completed this assessment task.
Please ensure all questions are answered and upload the following:
 This completed workbook


BSBMKG417 - Task 2 V1

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

BSBMKG417 - Task 2 V1

Transféré par

Droits d'auteur :

Formats disponibles

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

Business College at International House

Business College at International House

Business College at International House

< Insert date prepared >

Business College at International House

Business College at International House

Business College at International House

Business College at International House

Marketing Communications Implementation Plan

Actions Who is Due Date

Business College at International House

8. List 3 potential business networks relevant to marketing communications in a

Business College at International House

Congratulations, you have completed this assessment task.

Business College at International House

Vous aimerez peut-être aussi