STUDENT’S PLEASE NOTE: You must read the student assessment instructions prior to completing all assessment tasks. After you have completed all the tasks, you must declare that the completed...

STUDENT’S PLEASE NOTE:
You must read the student assessment instructions prior to completing all assessment tasks.
After you have completed all the tasks, you must declare that the completed assessment tasks are authentic and completed by yourself by checking each point in the table below. You will also be required make an electronic declaration of authenticity prior to submitting your completed assessment tasks.
STUDENT DECLARATION
I declare that: (please read and comment below and tick each box)
    
    I am submitting work in this assessment pack that is my own, except where acknowledgement/s of sources are made.
    
    I have not copied in part, or in whole, or otherwise plagiarised the work of others.
    
    I declare that the material does not infringe the intellectual property/copyright of a third party and I understand that the evidence may undergo electronic detection and used to make comparisons with other evidence submitted by current or previous students.
    
    The Units of Competence, Elements and Performance Criteria which I studied during the course were explained and I was provided with adequate resources which enable me to complete this assessment.
    
    The assessment tasks, assessment criteria and assessment due date(s) for this course were explained.
    
    I was advised and I am aware of The Academy’s Policies including the Assessment Policy and the Assessment Appeals Process.
    
    I was given assistance from the trainer and/or other Academy staff during the study of this course when it was requested.
    
    I understand that my feedback will be used for reporting purposes and continuous improvement.
    
    I acknowledge that my personal and outcomes details shall remain confidential and will only be used for official reporting purposes.
ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS
Assessment type: written knowledge questions
· You must successfully complete to be deemed competent in this unit of competency.
· Student must respond to all questions and submit them to the Trainer/Assessor on due dates specified.
· Student must answer all questions to the required level, e.g. provide the number of points, to be deemed satisfactory in this task.
Applicable conditions:
Your assessor may ask you relevant questions on this assessment task to check understanding.
No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
Where your answers are deemed not satisfactory after the first attempt, a resubmission attempt is allowed. (please note that this may be also dependant on individual needs of students)
Assessment conditions, resources and equipment
Students are to have access to:
relevant legislation and regulations
communications equipment and technology and business technology
relevant workplace documentation and resources and case studies
equipment, materials and business software packages for making a presentation
interaction with others
Purpose of the assessment task:
This assessment task is designed to evaluate your knowledge to:
required to work effectively within the convergent marketing communication industry in marketing, advertising, public relations and/or convergent media sectors to achieve outcomes.
required to prepare, deliver and review a presentation to a target audience.
Benchmark for Assessment
· You are expected to respond to all questions. Direction is provided on the expected length of your response.
· The following is a guide to the expected number of words for each of these categories unless otherwise indicated.

    ASSESSMENT TASKS
    Qualification
    BSB42415 Certificate IV in Marketing and Communication
BSB61315 Advanced Diploma of Marketing and Communication
    Cluster number and name:
    MCC4 1.2 Marketing communication presentations
    Units of competency:
    BSBMKG417 Apply marketing communication across a convergent industry
BSBCMM401 Make a presentation
    Student’s ID:
    students MUST insert their ID this column and on all pages, they submit.
    Assessor’s name:
    name of assessor name MUST be inserted.
MCC4_1.2_BSBMKG417 BSBCMM401 Assessment Tool          Version 3 Issued 17 / 02 / 2020
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Read each question carefully and clarify with your assessor if you do not understand some points. Ensure you complete the assessment as per guides provided.
Questions:
1.1. Explain and identify the characteristics and points of differences between the traditional siloed and convergent approaches to marketing communication? (Guide: 50 – 100 words).
    Traditional siloed approaches are those, which exist in isolation. They are not combined with any other strategy. They are old and implemented alone. It has experience bas customer experiences with time. It is unfamiliar with the changes the organization is facing. It results in duplication of tasks, which is otherwise wasting time and energy of employees.
Convergent marketing approaches are modern concepts, which uses digital platform fort the implementation of strategies. This strategy helps in sending clear and consistent messages to client about the brand.
1.2. List two (2) ways that the role of siloed sectors in a client’s organisation can be identified?
    The working of organization is based on old policies and procedures without introducing any change. Organization is following old marketing strategy of dealing face to face with client.
1.3. What kind of client requirements might you need to consider when developing a convergent marketing campaign? List four (4).
    While developing a campaign we need to take care of channels used, target customers for the client, budget in which this campaign needs to be run and process automation
1.4. Whilst traditional siloed marketing and convergent marketing both have its advantages and disadvantages, there are ways both can be integrated. What is your understanding of potential points of integration? (50 – 100 words).
    When these two types of marketing will be integrated then the different organizations will be no be isolated anymore. They will use new digital technology to communicate with clients. Their policies and procedures will be in synchronisation with organizational goals as a whole. This convergence will bring new business models.
1.5. How might identifying business process help to identify points of integration? (Guide: 50 – 50 words).
    When change takes place in an organization then several business process need to be re-evaluated. If they demand any change in strategy or merger of new technique then it points out that traditional and digital marketing needs convergence. It is essential to survive in today’s competitive environment as innovation and changes are suggested very rapidly.
1.6. What is the role of the customer within the convergent environment? (Guide: 50 – 60 words).
    It is only customer, which led to the implementation of convergent strategies in the market. The need for using digital platform to reach global customer is being an idea shown in the behaviour of consumers. Whether it is teaching, shopping, education, or business customer displayed shift in preference and give new dimensions to the business.
1.7. Research the term “convergence analytics” and explain it in your own words? (Guide: 50 – 100 words).
    Convergence analytics is a new digital marketing approach where big volume of marketing data in a single, browser based view.
1.8. What is integrated marketing? (Guide: 50 – 100 words).
    Integrated marketing is an approach where communication and experiences are integrated to target wider audiences. This concept helps to plan different channels so that products and promotions can be reached to customers. For example creating a communication channel through public relations, advertising and social media will affect potential global customers.
1.9. What is unified messaging and what are the benefits of unified messaging in marketing activities? (Guide: 150 - 200 words).
    Unified messaging is also referred to as unified messaging system is a business term, which integrates different messaging and communication media like email, SMS, voicemail, fax, video messaging technologies into a single interface or mailbox. Firstly, it helps in reducing costs by combining all in one. It increases productivity by bringing different options under one roof. It also provides flexibility and gives scope for expansion by using different systems at one go. It helps in improving collaboration between employees and different departments. It involves less administration and maintenance cost. It is universally acceptable communication strategy so point it in combining with different platform to gain uniformity. It gives business agility by allowing seamless collaboration between different global partners and gave innovation opportunities. It helps in providing remote working options to employees, which is very useful in times like pandemic. It helps business to respond to changing environment and adapt to them.
1.10. List four (4) factors you should consider to ensure that unified messaging is viable.
    It should be good vendor, security should not be compromised, and quality of network as well as flexible deployment options should be there.
1.11. If you were conducting marketing activities in New South Wales, identify four some relevant and current legislation, regulations and policies that may impact on marketing within the convergent environment?
    It prohibits from highlighting misleading and false representations, There should be reasonable stocks available for advertising for sales else it is an offence. The licence name and number should be shown in advertisement. The marketing should not hurt the sentiments of people or discriminatory in nature.
1.12. Refer to question 1.11 and explain how these legislations, regulations and policies may impact on the convergent environment and your marketing activities? (Guide: 150 – 200 words).
    These regulations will make the marketing activities more customer-centric and sensitive towards their issues. It will increase fair trade practices and follow a standard rules which is acceptable in the market. It will help to communicate client effectively and without any hesitation. It will display more transparency in terms of dealing with customers. It will help to implement those strategies, which will target wider audiences and open new zones to do business.
1.13. What are some of the ways that you can identify and evaluate tools and techniques from traditional siloed sectors to integrated marketing communications environment? (Guide: 50 – 100 words).
    When traditional siloed sectors integrate with marketing communications environments it results in better brand visibility because earlier it was limited to particular clients only. It helps in increasing collaboration with new partners and channels, which bring synchronisation with organizational and collaboration goals. It also establishes a unified vision among different departments so that teams will be motivated to perform better.
1.14. Give one (1) example of a convergent tool or technique that could link at least three divergent medias.
    I feel evaluation matric is more appropriate tool, which can link different divergent medias together.
1.15. Give at least three (3) examples of features/tools/techniques within marketing communications that demonstrate a customer-centric perspective. (Guide:50 words).
    i. Pricing- It shows that prices are based on services provided and not for the profit motive.
ii. Integrates services- when integrated services are offered then it gives value for money and customer feels that they are getting something complementary.
iii. Quality after sales service: when feedback is taken seriously and customer is served rightly it makes effective impact of strategies implemented
1.16. What is User Generated Content (UGC) and how can it be used as a marketing tool? (Guide: 150 – 200 words)
    User generated content is a content in the form of text, video, images or reviews created by user itself and uploaded or shared in media. It is a most helpful marketing tool for any brand as it is created by user itself. It gives brand an authenticity in from of its customers. Customers are 2.4 times more likely to view UGC and compare it. It helps boosting credibility of brand. It helps in creating trust among users an honest feedback is given by users with the help of different content. Customers always look for recommendations before buying and it really help in making opinion. It drives purchasing decisions, as they UGC are attractive for the customer for example Instagram stories.
1.17. What is the difference between Cost Effectiveness Analysis (CEA) and Cost Benefit Analysis (CBA), and when would you use each? (Guide: 150 – 200 words)
    CEA compares cost and effectiveness per unit of a given program to determine the value of an intervention, which justifies cost. It provides metric to each rank for similar projects. It can be useful for strategy makers to compare different strategies and their possible outcomes and find the best. This method is transparent, simple to apply and compare strategies with common outcomes and interest. It cannot be used for programs, which have different outcomes. It consists of both qualitative and quantitative evaluation techniques.
CBA helps in calculating monetary ratio of all costs and benefits of a program. It also allows comparison between extremely different strategies but it takes strong assumption based on monetary value. It adopts societal objectives, which are of broad nature and consider any kind of externalities linked to the program. The data required for the analysis is complex and benefits other than money cannot be assessed. It consists on only quantitative evaluation techniques.
1.18. If you are reviewing a marketing communication solution for a client, explain what are some of the things that client requirements might include? List four (4)?
    It might include pricing, wider visibility in the market, reaching out to potential customers and maintenance of database for future reference.
1.19. Define the following terms:
· Integrated marketing communication solutions
· Cross sector marketing communication solutions
· Divergent marketing
(Guide: 100 words)
    Integrated marketing communication solutions
Integrated marketing communication solutions helps to give greater brand visibility, it increases media coverage by providing timely news about the brand and proven leadership of industry. It also helps in improved search results on internet.
Cross sector marketing communication solutions
Cross Sector-marketing communication-solutions work on a specific goal. This is shared by two or more companies. Their union gives value to the product by making to more attractive deal for customer.
Divergent marketing
Divergent marketing is that branch of marketing in which company where for each product a different organization is set up with specific marketing goals and that is also referred as profit centre.
1.20. When might you use sector specific or technology specific experts in developing a marketing communications strategy? (Guide: 100 words)
    Every business moves in business cycles. Therefore, while investing in business an investor should consider the phase of business in which it is going to make maximum profit from that cycle. When a company want to capture long-term growth opportunities based on secular growth then also sector based or technology specific strategies can be applied. When one want to leverage on diversification benefits then it is also beneficial to apply. A concept known as pursue alpha which means utilizing dispersion of returns where it is wider to grab the opportunities by overweighting...