Assessment Event – Simulation: Fusion Marketing
Welcome to your Student Assessment Workbook for BSBMKG418Develop and Apply Knowledge of Marketing Communication Industry.
This Student Assessment Workbook is where you will write all your responses for the knowledge questions and simulation tasks. Please refer to the Student Assessment Guide for more information.
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Assessment Event – Simulation: Fusion Marketing |
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You will complete a number of tasks associated with researching and reporting information on the marketing communication industry in the context of industry structure, sectors, associations, networks, societal role, stakeholders, employment obligations and opportunities, digital trends, and issues of concern to the industry. This assessment centres on the Fusion Marketing case study, a professional marketing agency with a team of professional marketing consultants helping their clients to achieve their marketing communication goals. You will act in the capacity of a Marketing Communications Officer to support marketing communication activities of the organisation. |
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Fusion Marketing Style Guide: |
Organisational Style Guide that is designed to set standards and ensure consistency in document production. You must conform to the standards as outlined in this document when producing your information sheets. |
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Template 1 (Infosheet 1): |
A word-processing template which you will use when creating the required information sheet in Task 1. |
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Template 2(Infosheet 2): |
A word-processing template which you will use when creating the required information sheet in Task 2. |
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Template 3(Infosheet 3): |
A word-processing template which you will use when creating the required information sheet in Task 3. |
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below an example of a dot point response and a full sentenceresponse.
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Dot point format |
Presentation Plan includes the following: · outcomes · needs of the audience · context. |
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Full sentence format |
When you are preparing for a presentation, there are a number of tasks that must be carried out. These are listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. When you have completed these two tasks you then check on the room that you will be conducting the presentation in. |
To be deemed competent for this unit, you will need to meet the following requirements:
- complete all of the questions and tasks listed in the Student Assessment Workbook
- meet all the requirements listed in this Student Assessment Guide
- your responses to the questions and tasks must be relevant, accurate and specific
- submit your completed Student Assessment Workbook to your Assessor within the set timeframes
- your work must be in your own words
- where you use an external source of information, you must provide citation.
Your assessor will go through the assessment for this unit,BSBMKG418Develop and Apply Knowledge of Marketing Communication Industry. It is important that you understand this assessment before taking on the questions and tasks. To confirm that you have been given this overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the ‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
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Pre – assessment Checklist |
Comments |
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I, the student, understand the purpose of the assessment. |
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I understandwhen and where the assessment will occur, who will assess and in what format the assessment will be submitted. |
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I understand the methods of assessment. |
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I understand what resources are required to complete this assessment. |
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I understand the performance level required for each assessment event. |
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I understand that it must be my own work. I have been explained and understand the serious consequences in case this work is found plagiarised. |
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I understand the process if I am deemed not yet competent. |
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I understand the feedback process and the appeals process. |
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The assessor has discussed with me if I have any special needs and if so what arrangements have been made. |
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Student Full Name |
Student ID |
Student Signature |
Date |
In this assessment, you will undertake a number of tasks associated with researching critical information on the marketing communication industry and reporting to key internal and external stakeholders ofFusion Marketing. In this simulation, you will perform the following actions:
- research information on the industry as required
- create information sheets to regularly monitor the industry as typical work role
- establish and maintain a corporate knowledge base
- conduct a face-to-face meeting with internal and external stakeholders to share knowledge.
In this task you will identify and access sources of information on the marketing communications industry, and then create the first information sheet that covers structure and operation of the marketing communication industry, industry sectors, associations, networks, societal role, and key stakeholders.
Insert your response into the table below:
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Information source |
Description of credibility to the market |
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1. journal |
Form of a secondary research system. Journals will contain the authentic and the accurate reports that will give information about the different trends that have been prevalent in the marketing field for a long time |
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2. websites |
This will also help in providing proper information about the different events that have happened in marketing field. The websites are secondary sources of information that will also give a wide variety of information regarding the different markets or industries. Like companies or huge supermarkets’ like Aldi, Walmart and others have their respective websites that give the detailed information about the different projects or developments that they have undertaken over the years. |
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3. Newspaper |
This is also a secondary form of research that helps in finding useful piece of information regarding the different trends that have taken place in the marketing research field. |
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4. Radio and television |
It is a good source of information that will help in getting the opinion of the audiences at large |
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5. Friends and family |
This can be a qualitative form of a research that helps in getting the information regarding the experiences of the potential customers regarding their opinions |
Insert your response into the table below:
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Participants |
Description |
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1. government |
The government will surely use some or the other rules to make sure that the marketing company is not engaging into anything unethical. This is very important because the marketing area is a very sensitive area and it must not practice anything that is unethical in nature. |
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2. marketing communication officer |
A marketing communication officer will have to make sure that he or she is making use of all the ethics. They have to follow the method of constant development and innovation so that they can bring many new and easy techniques. Marketing communication is a very important field that needs constant improvement. |
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3. customers |
The customers are the ones who will need the suggestion based on the marketing communication strategy that will be given by the company. So, the customers must be given top most priority. |
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4. media |
The media is one of the useful participants in helping the marketing communication consultancy to grow. They can get the innovative ideas and can also promote themselves through media. |
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5. Market analyst |
A market analyst is the one who will review all the ongoing trends or shifts in the market and will help in gathering the innovative ideas. |
Insert your responses here:
The company has a functional organizational structure. Each department is under one head or executive and it is he who answers or looks after each and every queries. However they must try and develop each and every department so that the employees face no problem.
Insert your response here:
The organization must have a structure that will help in providing the best marketing communication strategy to the marketing industries. Communication is one of the most important means that each company is trying to focus upon. It is through communication that the marketing agencies can reach out to the customers easily.
Fusion Marketing Style Guide
Insert your response into the table below:
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Sectors |
Description of its role within the industry |
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1. Public relation |
Maintain a good relation and regular contact with customers |
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2. Promotion |
Promotion or advertising of newly made products and services |
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3. Advertising |
Collecting info about the means or mediums of advertising the products and services |
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4. Customer service |
Staying updated with the problems that the customers might have and solving them |
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5. Product launch |
Making sure that the launch of all the products are taking place properly and at the proper time. |
Insert your response into the table below:
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Associations and Networks |
Description |
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1. Australian marketing institute |
This is an institute that helps the aspirants to get the training from the leading professors regarding the networking, communication, marketing and other such aspects. |
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2. Digital radio plus |
Having connection with this digital radio plus helps in making the connections stronger and the connect with the customers properly |
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3. Australian association of social marketing |
It helps in organizing any events properly and in a sound manner so that maximum clients can be reached. |
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4. Commercial radio Australia |
It helps in broadcasting all the commercial news properly across all the clients |
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5. Communication alliance |
It helps in gathering and unifying all the telecommunications industry together and developing them further |
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6. Australian association of national advertisers |
It helps in gaining support of all the advertising agencies for the purpose of business. |
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7. Australian catalogue association |
It helps in gathering all the famous and the popular media channels together and then Marketing their prod uts in the best way possible. |
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8. Publishers Australia |
They help in publishing all the new products that are being launched. So It is indeed important for publishing all the prod uts launched. Publishing is a very important part of the |
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9. Mobile marketing association |
It helps in promotional activities through the mobile marketing platforms like sms, mms. |
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10. News media works |
It helps in broadcasting the news through the news channels. |
Insert your response into the table below:
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Societal Roles |
Description |
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1. Societal Marketing Purpose and Strategy 2. |
The marketing communication consultancy will make sure that they are working for the long term good of the company. They will not focus only on their money making but on the overall wellbeing of the consumers. They will focus on the marketing of those products that will be for many social purposes like advertising of NGOs and charities, eco friendly papers and paints or other resources will be used. |
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3. Consumer health |
As a marketing communication consultancy, they will give this opinion to all the other companies who might seek marketing communication suggestion. They have to say that they must not use any unhealthy means in their communication process. |
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4. Supporting farm and local business |
They will also try to give an impetus to the people belonging to the local areas. |
Insert your response into the table below:
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Stakeholders |
Description of their role in the industry |
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1. government |
The government rules will always have to be followed. A marketing consultancy will give suggestions to the other companies regarding the ways in which they can carry on their marketing campaigns and communications. |
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2. consumers |
The consumers will have to be given maximum importance. |
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3. suppliers of raw material |
Being a marketing communication consultancy, they will need many advertising. They will also need the web designers who will help in designing their websites. |
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4. employees |
The employees are to be given maximum importance by giving them a chance to speak and give active support to them for learning. |
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Market researcher and analyst |
They will have to see and examine the current ongoing market trends |
Insert your response into the table below:
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Principles |
Practice |
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1. people |
The people will always look for some solution regarding the proper marketing and the communication methods |
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2. Targeting the market |
The targeted audiences are very important as they are the customers bringing business to the company |
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3. Revealing value |
The value of the products is to be revealed to the potential customers. This will make it clear to them that why they must use this service. |
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4. Growing the network |
The network has to be developed and extended so that the business expands rapidly. |
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5. Building the relation ship |
The relationship with the customers and the other stakeholders has to be maintained properly. |
Create your Information Sheet 1 using the template provided – ‘Infosheet 1’ as a separate attachment.
Attach the screenshots of your cloud corporate knowledge base here:
In this task, you will identify and access sources of information on employment obligations and opportunities in the marketing communication industry, and then create the second information sheet that summarises this information to other stakeholders.
Insert your response into the table below:
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Area |
Act |
Description of Key Provisions |
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discrimination |
Fair works act 2009 |
It protects the interest of the employees against the discrimination on basis of age, disability race etc. There must be equal rights for all. |
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privacy |
Privacy act of 1988 |
The information collected about each and every employee must be kept secret and maintained with proper privacy so that it is not tampered with. |
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intellectual property |
IP protection act |
It protects the intangible assets like the web design for carrying on the marketing etc must be protected |
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taxation |
Payroll tax act |
None of the employees must be charge more or less tax than what is chargeable as per the wages available to them. |
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safety of self and others |
Workplace safety act |
Protecting the interest of the employees in the office at each and every step. |
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fair trading and competition |
Fair competition act |
There has to be proper competition within the economy without harming others. |
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employee and employer relationship |
Anti discrimination acts |
No employees within any workplace must be ill treated pr differentiated based on their social or cultural status |
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telemarketing |
Do Not Call Register Act 2006 |
The promotional calls made by the telemarketers must not be on any holidays. It must not disturb the customers with unnecessary interruptions. |
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unsolicited commercial text (SMS) message |
Spam act 2012 |
This act helps in preventing the repetitive sms or he spam messages from coming into the phones and interrupting |
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broadcast programs |
Australian Broadcasting Corporation Act (1983 |
It must be seen that only those programmes are being broadcasted that are good for society and form a sense of national identity. |
Insert your response into the table below:
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Employment Opportunity |
Key Duties |
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1. Public relations manager |
· He has to advocate the company and maintain a good relation with the people · He is a very good communicator · He is also acting as the problem solver · He is also the one who has to give the valuable opinions regarding any problems taking place. · |
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2. Market research analyst |
· He is the one who will have to examine and analyze the recent trends that are going on in the market · · · · |
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3. Chief marketing officer |
· He has to preside over all the important transactions that are taking place in the market · · · · |
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4. Promotions manager |
· He has to carry on the promotional activities like promoting or advertising the newly made products and services · · · · |
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5. Event and meetings planner |
· The events planner have to be aware and active in planning the events that will host the launch of any products or conduct important meetings · · · · |
Create your Information Sheet 2 using the template provided – ‘Infosheet 2’ as a separate attachment.
Attach the screenshots of your cloud corporate knowledge base here:
There are many acts that are made by the legislation and have to be followed by each and every industry. Same is the case with the fusion marketing consultancy. There are acts against the disrespect or the ill treatment of the employees based on their social or cultural status. The anti discrimination act helps in protecting the interests of the workers and at the same time there are laws that helps in protecting the interest of the customers as well. The acts like unsolicited sms acts or preventive acts against telemarketing helps in protecting the customers from repetitive promotional calls.
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Area |
Act |
Description of Key Provisions |
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discrimination |
Fair works act 2009 |
It protects the interest of the employees against the discrimination on basis of age, disability race etc. There must be equal rights for all. |
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privacy |
Privacy act of 1988 |
The information collected about each and every employee must be kept secret and maintained with proper privacy so that it is not tampered with. |
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intellectual property |
IP protection act |
It protects the intangible assets like the web design for carrying on the marketing etc must be protected |
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taxation |
Payroll tax act |
None of the employees must be charge more or less tax than what is chargeable as per the wages available to them. |
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safety of self and others |
Workplace safety act |
Protecting the interest of the employees in the office at each and every step. |
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fair trading and competition |
Fair competition act |
There has to be proper competition within the economy without harming others. |
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employee and employer relationship |
Anti discrimination acts |
No employees within any workplace must be ill treated pr differentiated based on their social or cultural status |
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telemarketing |
Do Not Call Register Act 2006 |
The promotional calls made by the telemarketers must not be on any holidays. It must not disturb the customers with unnecessary interruptions. |
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unsolicited commercial text (SMS) message |
Spam act 2012 |
This act helps in preventing the repetitive sms or he spam messages from coming into the phones and interrupting |
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broadcast programs |
Australian Broadcasting Corporation Act (1983 |
It must be seen that only those programmes are being broadcasted that are good for society and form a sense of national identity. |
In this task, you will identify and access sources of information on the developments for marketing communication within digital communications technology to scope their relative impact on the industry. Then, you will create the third information sheet that summarises this information to other stakeholders.
Insert your response into the table below:
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Area of Communication |
Digital Communications Technology |
Description of Use |
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Advertising |
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The advertising of many products are sent through emails to the customers |
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Content |
sms |
Often there are many small parts of a message and they are really urgent. These short messages can be sent through sms |
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Public relations |
mms |
mms can be used for adding multimedia which indeed is very useful in case of marketing communication. |
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Customer data |
Chat and instant messaging |
Important customer data like their birthdates, the loyalty bonus etc can be collected through chat |
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Market performance |
Voice over internet |
This can be used for interviewing the customers |
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Sales and lead management |
Social media |
A huge amount of data can be collected from it as social media has a large number of users. |
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Commerce |
chat |
A huge data about the buying and selling is available from here |
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Market visibility |
Webpages and media |
Web pages contain the entire website and the information about the customer base of all the companies. |
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Real-time marketing |
Physical digital media |
Many CD s and DVDs or even memory chips can be used for storing important data on communication and marketing. |
Insert your response here:
As this industry is a marketing and communication consultancy the digital media will be of great use. They will be able to gather many information over the net and also communicate about their strategies and their ideas. The customers will be very free and non hesitant in using these digital medias.
Create your Information Sheet 3 using the template provided – ‘Infosheet 3’ as a separate attachment.
Attach the screenshots of your cloud corporate knowledge base here:
Thus, it is evident that the digital information technology has been very helpful for the marketing and communication consultancy. In the present day majority of the stakeholders including the customers are active users of all the forms of digital media. It is for this reason that there are many advantages like
- Easy promotion of products
- Getting a huge customer base
- Developing the services and innovating them constantly.
However at times there can be some issues of concern like breach of security or traffic in the social sites and media. In such cases, proper preventive measures have to be used.
For an instance there can be some advertising taking place through the facebook or twitter. There can be too many users trying to interpret the message at the same time and this can lead to the overcrowding of the sites and will ultimately block them for some time. There can also be some virus attacks and loss of some very important data. It is during this time that the network security experts have to be brought and proper preventions are to be taken.
Often there can be several [problems in the sms services and the mms services as well. This is because there can often be some network or some signal problems and also some atmospheric problems. The sms and the mms might not teach the customers on time. This will lead to the loss of the business as the customers will not be able to get them on time. It is for this reason that there are also some or the other threats that are associated with the usage of the digital communication systems.
It is during this time that the company must wait for some time and then resume back the system of sms and mms once again.
In this task, you will conduct formal and informal research on the current issues to the industry. Then, you will share these updates with the two stakeholders and update the corporate knowledge base.
Print and submit your slideshow presentation separate to this Student Assessment Workbook.
Note that you can print as ‘handouts with 4 slides in one page’ rather than ‘slideshows’ to save resources.
You will be observed in a 20 minutes meeting with the two stakeholders. No attachment or response required here.
See Task 4.2 in your Student Assessment Guide.
In this subtask, you will continue updating the corporate knowledge base with information related to current issues and their solutions on the marketing communication industry.
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