BSBMKG523 Design And Develop An Integrated Marketing Plan

Assessment 1: Written Questions

Read the questions below and respond in writing with the most suitable answer. There are twenty questions. You must complete them all. Most questions require short answers although some questions may require a more detailed response. You may use various sources of information including your workbook, internet and other documents. You must cite your sources if you source them from other than your workbook. Your assessor will advise when this is due.

Question 1.

Outline an economic trend and its impact on choosing media options for marketing communication. Include a description of the media options you identify. (Approx. 80 words)

Response should broadly address the following:

Question 2.

Outline a social trend and how this impacts on choosing media options for marketing communication. Ensure your answer includes a description of the media options you identify.

(Approx. 80 words)

Question 3.

Outline marketing industry trends and how this impacts on choosing media options for marketing communication. (Approx. 200 words)

Question 4.

Analyse the following information on an industry product and service and, based on your analysis, recommend an appropriate media option. Provide a rationale for your recommendation.

Question 5.

Summarise two (2) key provisions of Australian Consumer Law that impact on marketing operations.

Question 6.

Summarise a key provision of privacy legislation that applies to direct marketing. (approx. 50 words)

Question 7.

Summarise the key provisions of the Australian National Association of Advertisers Code of Ethics. (Approx. 80 words)

Question 8.

Summarise the key provisions of mandatory information standards and their relevance to marketing operations. (Approx. 80 words)

Question 9.

Explain three (3) key principles of consumer behaviour and their influences on consumer buying behaviour

Question 10.

Explain the four (4) types of consumer buying behaviour.

Question 11.

Explain the marketing implications of Maslow’s theory and provide examples of how consumer’s needs may lead consumers to make purchases. (Approx. 100 words)

Question 12.

Explain each key stage in the buyer decision-making process.

Question 13.

Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets.

Question 14.

Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets. (Approx. 80 words)

Question 15.

Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets. (Approx. 50 words)

Question 16.

Summarise five (5) major types of marketing communication options that can be used by a business.

Question 17.

Summarise two (2) major differences between consumer marketing communication and business to business marketing communication options.

Question 18.

Summarise two (2) factors that impact on the choice of marketing communication options for different markets and provide specific examples to illustrate your answer.

Question 19.

Describe and contrast the following marketing communication methods:

(Approx. 100 words)

• Public relations
• Advertising

Question 20.

Describe and contrast the following marketing communication methods: (Approx. 100 words)

• Direct marketing
• Personal selling

Assessment 2: Project

Overview

For this assessment you are to demonstrate that you have the skills and knowledge to:

• manage marketing performance
• manage marketing personnel
• evaluate and improve strategic marketing performance

You are required to produce an integrated strategic marketing communication plan for a client. The process includes: participating in a meeting with the client, developing a marketing communication brief, designing an integrated strategic marketing communication strategy and developing a creative brief.

This assessment is to be based on a simulated business. Your assessor will advise the due date for this assessment.

Scenario

Tasks

1. Participate in a meeting with your client (your assessor will play the role of your client).

The objective of the meeting is to discuss and confirm the company’s marketing communication objectives.

Your assessor will advise you of the date and time of the meeting.

Prior to the meeting, prepare a series of questions to ask to find out about the client’s marketing communication objectives.

Your questions will need to address the following points so as to determine marketing communication requirements:

• Client and product information
• Overall branding requirements
• Confirmation of marketing communication purpose and objectives
• Review of outcomes of any marketing communication conducted to date
• Confirmation of budget allocated to marketing communication

Bring along a pen and paper or your laptop to take notes. You will need to use these notes in the next part of the assessment.

During the meeting, you will be required to demonstrate 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

At the conclusion of the meeting, ensure that you summarise the information provided to confirm the objectives of the marketing communication.

2. Following the meeting, develop a marketing communication brief that sets out the client’s requirements for marketing communication. Use the Marketing Communications Brief Template (Appendix 2 of this assessment) to guide your work.

You will need to use the information provided at the meeting and conduct research using the Internet to develop the brief. This should include an analysis of product life cycles for the fashion industry, research with regard to key characteristics of the fashion industry, trends and competitors (locality and on-line), as well as any legal and ethical constraints.

The marketing communication briefing report that you develop must be written in clear and concise English. As a guide, it should be 2 to 3 pages long.

The document should address the following:

1. Develop a purpose statement to clearly identify the purpose of the integrated, strategic marketing communication plan, as well as what is to be achieved by the marketing communications to be implemented.
2. Develop marketing communication objectives that reflect the client’s needs according to information provided at the meeting. The objectives are to be measurable, as well as provide clear guidelines on what is to be achieved i.e. they must be SMART objectives.
3. Develop a client profile based on the information provided at the meeting. This should include company mission and goals, as well as existing brand themes, messages and appeals.
4. Develop a product analysis, including key product offering and product life cycle issues. Use information from the Internet to inform your analysis as product life cycle issues apply to fashion products regardless of the company.
5. Research and develop a market analysis, including key characteristics of the industry within which the company operates, trends and competitors (locality and online), as well as any legal and ethical constraints that relate to the company’s operations.

Research and develop an audience analysis based on the information provided at the meeting confirming the budget allocation and timelines.

4. Send an email to your client (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 seek their feedback and approval to develop the marketing communication options report.

Attach your Marketing Communication Brief to the email.

5. Create a marketing options report. This report should explore marketing communication options for Blue Sea Fashion.

Use the Marketing Options Report Template (Appendix 3 of this assessment) to guide your work.

You must conduct further research and produce a report that includes the following:

• A critical analysis of the advantages and disadvantages of at least five marketing communication options in relation to for Blue Sea Fashion and its products, as well as its fit to the for Blue Sea Fashion brand and target group. This should also include, as a minimum, the likelihood of audience response and costs of each marketing communication option. You should then determine and report on which marketing communication option/s has the media characteristics that best matches the marketing communication brief.
• Determination of the media characteristics that matches the brief requirements.
• Research and analysis of the media consumption habits of the target audience for Blue Sea Fashion in order to identify the media vehicle that would work best for the target group. Media consumption habit analysis should address both primary marketing media, as well as supplementary marketing media and should also include an evaluation of each of the media styles against the brand character being marketed.
• Analyse the advantages and disadvantages of using multiple forms of media as part of the marketing communication strategy.
• Identification and application of criteria to assess whether using multiple forms will be beneficial or otherwise for Blue Sea Fashions.
• Summary of how the recommended media meet the brief, client’s requirements and any legal and ethical constraints identified.

6. You are now ready to develop a creative brief. You will be able to develop the creative brief based on the research and reports you have produced thus far.

Use the Creative Brief Template (Appendix 1 of this assessment) to guide your work.

Assessment Criteria

Your assessor will be assessing you against the criteria in the attached Marking Guide.

Submission Requirements

You will need to submit the following for this assessment:

• Marketing communications brief
• Marketing options report
• Creative brief

ASSESSMENT 2: PROJECT MARKING GUIDE

Assessment 3: Presentation

Overview

For this assessment you are to demonstrate that you have the skills and knowledge to:

• Produce an integrated strategic marketing communication plan for presentation to a client

You are required to deliver a presentation to the client. The plan will draw upon all of the documents that you developed for Assessment Task 2.

Instructions

Complete the following activities.

1.Create a marketing presentation, using all of the documents you developed in Assessment 2. You will be using it to present an integrated strategic marketing communication plan to the client.

You may use PowerPoint or any other presentation software for your presentation.

As a minimum, your presentation should address:

• Purpose of marketing communication for Blue Sea Fashion
• Objectives of marketing communication
• Target audience
• Product analysis
• Market analysis
• Legal and ethical constraints
• Recommended marketing communication options, including budget allocated for each option
• Creative brief
• Schedule for creative work
• Budgetary allocation

Make your presentation as engaging and interesting as possible by preparing slides that take the client through each of the above and also include images such as charts, tables or graphics. You may also use audio effects.

Include notes in your presentation to assist you in remembering any extra information while presenting. However, you may also develop written notes in a word document or by hand to assist you in remembering the information to be presented to the client.

Save this file as Marketing Presentation.

2. Send an email to your assessor introducing and summarisng the contents of the plan and asking for the place, date and time of your presentation.

Note: The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

Attach your Marketing Presentation to the email.

The presentation will be delivered to your assessor in the role of the client. It will be delivered in a quiet space away from the class. You will have 20 minutes for the presentation and 5 minutes for questioning.

3. Deliver your presentation. Explain each part of the Strategic Integrated Marketing Communication Plan and seek input and feedback from the ‘clinet’.

During the presentation and question time, you will need to demonstrate effective communication skills including:

• Presenting ideas clearly and concisely
• Asking questions to find client’s views
• Responding to questions
• Active listening skills to confirm and clarify information
• Effective non-verbal communication to assist with understanding

Assessment Criteria

Your assessor will be assessing you against the criteria in the attached Marking Guide.

Submission Requirements

You will need to submit the following for this assessment:

• PowerPoint slides

ASSESSMENT 3: presentation observation sheet

Appendix 1

Inspire Marketing Consulting

Creative Brief

Purpose

State the background

Objectives

State the objective

Target audience

Primary, secondary and tertiary, and can be segmented by psychographics and demographics

Insights

State what motivates the target audience and how they make decisions

Single main message to communicate

This statement needs to be compelling and single-minded

Media

Discuss the chosen media

Customers’ motivation to respond

State the tangible benefit(s) this product offers

Benefits for customers

State the intangible benefits. Reputation could be one

Customer response

State how we want them to respond

Customer thoughts or feelings after being exposed to this creative?

A statement in first person language

Intended tone of our communication

Friendly, conversational, etc.

Budget

State funds allocated for each agreed marketing communication option (as per costs identified in the marketing communication options report) and how this is consistent with the overall marketing budget.

Timeline

State desired timing

Appendix 2

Inspire Marketing Consulting

Marketing Communications Brief

Purpose statement

Outline a purpose statement to clearly identify the purpose of the integrated, strategic marketing communications plan.

Objectives

Develop marketing communications objectives based on the meeting with the client. The objectives are to be measurable, as well as clearly provide guidelines on what is to be achieved.

Client profile

Develop a client profile based on the information provided at the meeting. This should include company mission and goals, as well as existing brand themes, messages and appeals.

Product analysis

Develop a product analysis, including key product offering and product life cycle issues. Use information from the Internet to inform your analysis as product life cycle issues apply to fashion products regardless of the company.

Market analysis

Research and develop a market analysis, including key characteristics of the industry within which the company operates, trends and competitors (locality and online), as well as any legal and ethical constraints.

Audience analysis

Research and develop an audience analysis based on the information provided at the meeting.

Budget and timing

Confirm the budget allocation and timelines as discussed at the meeting.

Appendix 3

Inspire Marketing Consulting

Marketing Options Report Marketing Communications Brief

Marketing communications options

Discuss potential marketing communications options to achieve marketing communications objectives.

Provide a critical analysis of the advantages and disadvantages of at least five marketing communication options in relation to Blue Sea Fashion and its products, as well as its fit to the Blue Sea Fashion brand and target group.

This should also include likelihood of audience to respond and costs of each marketing communication option as a minimum, as well as determining and reporting on which marketing communication option/s has the media characteristics that best matches the marketing communication brief.

Media consumptions options

Research and analyse the media consumption habits of the target audience in order to identify the media vehicle, which may work best for the target group. Media consumption habit analysis should address both primary marketing media, as well as supplementary marketing media and should also include an evaluation of each of the media styles against the brand character being marketed.

Advantages and disadvantage of using multiple forms of media

Analyse the advantages and disadvantages of using multiple forms of media as part of the marketing communications strategy.

Identify and use criteria to assess whether using multiple forms will be beneficial or otherwise for Blue Sea Fashion.

Summary

How the recommended media meet the brief, client’s requirements, and any legal and ethical constraints.