Assessment Task 1 - Identify the convergent environment
Performance objective
You will demonstrate skills and knowledge required to identify, describe and work within the convergent environment.
Procedure
1. Review the questions in Appendix 1.
2. Using online research and review of real or simulated business documentation (such as policies and procedures related to marketing communications and marketing plans), answer the questions.
3. Submit your answers to the questions within the agreed timeframe and in accordance with the specifications below.
Specifications
You must submit:
- written answers to the short-answer questions in Appendix 1.
Your assessor will be looking for demonstrated evidence of your ability to conduct online research and review real or simulated business documentation, such as policies and procedures related to marketing communications to:
- identify the characteristics and points of difference between traditional and convergent approaches to marketing communication
- explain how customers take a central and empowered role within convergent marketing
- list the impact of convergence on the traditional siloed industry
- identify the current key technologies and distributed services that impact on convergent solutions
- list the type of experts and business networks appropriate to a convergent marketing solution
- list relevant and current legislation, regulations and organisational policy for the field of marketing communication.
Appendix 1: Short-answer questions
1. What are two characteristics and at least one point of difference between traditional and convergent approaches to marketing communication?
2. How do customers take a central and empowered role within convergent marketing?
3. What is the role of the traditional siloed sectors to client requirements? Give at least one example.
4. What is the impact of convergence on the traditional siloedindustry?
5. What are the current key technologies and distributed services that impact on convergent solutions?
6. What are potential points of integration? Refer to at least one (real or simulated) business case study, marketing campaign or marketing plan to illustrate points of integration.
7. What are two types of experts and business networks appropriate to a convergent marketing solution? Give at least two examples of how advice or networks can assist or have assisted you in your work, referring to a real or simulated case study campaign.
8. What are at least three relevant Acts, regulations or mandatory codes of practice impacting the field of marketing communication?
a. For each of the three, give at least one example of how a real or simulated case study organisation has complied with the Act, regulation or code with respect to convergent marketing activities.
b. Identify at least two relevant organisational policies or procedures.
Assessment Task 2 - Prepare marketing tools and techniques
Performance objective
You will demonstrate skills and knowledge required to prepare marketing tools and techniques.
Assessment description
In response to a simulated business scenario, you will evaluate marketing tools and prepare a written proposal. You will then develop samples of convergent tools and techniques.
Note: Prepare to implement (or realistically simulate implementation of) tools and techniques in Assessment Task 3.
1. Read the following scenario.
You represent an agency developing a campaign for a client organisation (agreed with your assessor). You will need to research convergent marketing tools and techniques appropriate to a divergent media environment.
You will prepare a written report to evaluate several potential (traditional and digital) tools and techniques for use in the campaign. In the report, you will make recommendations supported by an analysis of cost effectiveness. Finally, you will prepare samples of convergent marketing tools for review by the client.
2. Meet with your assessor to agree on a suitable workplace or organisation to use as the basis of this task.Discuss potential, realistic campaign scenarios, and to agree on timeframes for completion of this assessment task.
Note: A suitable workplace is a real or simulated workplace in which you have access to relevant information- e.g.marketing plans and strategies, policies and procedures, budgets- that will allow you to sufficiently determine client needs regarding possible campaigns utilising convergent marketing tools and techniques.
3. Undertake research into applicable convergent tools and techniques, including some from traditional sectors that may be applied to a divergent media environment. Consult networks and expert advice; review online and print information; review organisational documents such as marketing plans, marketing audits, past campaigns, marketing budgets and relevant policies and procedures.
4. Prepare a brief,two- to three-page written report describing several combinations of convergent tools and techniques.
Ensure you:
a. evaluate their cost-effectiveness using a suitable method of numerical analysis; for example, cost-benefit analysis, ROI, cost per thousand (CPM), estimated value, contribution margin, and NPV of investment
b. in media.
c. propose a suite of convergent tools or techniques for use in the campaign based on the above analysis
d. refer to at least two relevant pieces of legislation, regulations or codes in connection with organisational policies and procedures, which tools and techniques will need to comply with
e. refer to any other organisational need or requirement (for example, identified target markets, budgeting concerns), which tools and techniques will need to address
f. reference at least three relevant sources of information.
5. Develop samples or examples of convergent tools and techniques characterised by messaging that can be engaged by a target group across multiple distribution points:
a. suitable for use within a divergent media environment
b. suitable for use within a customer-centric environment.
Note: For example, you could develop - or develop mock-ups of - a web page or e commerce site, QR codes and augmented reality app, Facebook page, social media strategy, tie-ins, e mailouts, twitter feed samples of messaging, blogs, content marketing, banner ads, combinations of traditional and new media (all designed to function together and facilitate the desired - and cost-effective - customer journey in a divergent media environment).
6. Submit yoursamples and your evaluation report to your assessor in an agreed format, within the agreed timeframe and in accordance with the specifications below.
Specifications
You must submit:
- an evaluation report
- at least two samples or examples of integrated convergent marketing tools or techniques.
Your assessor will be looking for demonstrated evidence of the following foundation skills:
- reading skills to identify and interpret textual information relevant to evaluating tools and techniques
- writing skills to research, plan and prepare documentation using format and language appropriate to context, organisational requirements and audience
- numeracy skills to:
? identify and interpret data from a range of sources
? use testing and data analysis to weigh cost-effectiveness of options
- workplace navigation skills to review policies and procedures in accordance with legislative requirements and organisation goals
- work skills for preparing marketing tools and techniques:
? evaluating options; creating new tools and techniques where appropriate
? using and manipulating digital technology.
Assessment Task 3 - Apply convergent marketing communications
Performance objective
You will demonstrate skills and knowledge required to apply convergent marketing communications.
Assessment description
In response to a simulated business scenario, you will plan implementation of marketing communication tools.Candidates will engage industry and technical expertise to assist in implementing tools. Candidates will then pilot the implementation. Finally, candidates will prepare a written reflection on their pilot implementation and networking activities.
Procedure
1. Read the following scenario.
You represent an agency developing a campaign for a client organisation (agreed with your assessor). You have developed a suite of convergent tools to be applied in a divergent media environment (Assessment Task 2).
You will now, in consultation with experts and networks, need to plan and implement a pilot of (or demo the implementation of) the tools and techniques you have developed in order to gain the client's approval for full implementation.
2. Meet with your assessor to agree on a suitable workplace or organisation to use as the basis of this task.Discuss potential, realistic campaign scenarios, and to agree on timeframes for completion of this assessment task (if you haven't already done so for Assessment Task 2).
Note: A suitable workplace is a real or simulated workplace in which you have access to relevant information - e.g. marketing plans and strategies, policies and procedures, budgets - that will allow you to sufficiently determine client needs regarding possible campaigns utilising convergent marketing tools and techniques.
3. Consult with at least two relevant experts or networks in order to plan and schedule a pilot implementation of the tools and techniques you have researched and developed.
a. Select and use appropriate conventions and protocols when communicating with internal and external parties to seek or share information.
b. Work positively with those from other disciplines to achieved desired outcomes for organisation and clients.
Note: Ensure you note details of your interactions to include in your written reflection.
4. Using the advice you have received, complete implementation planning for the pilot. Ensure you include in your plan:
a. marketing objectives or goals relevant to the agreed organisation and campaign
b. several activities or steps required to pilot or demo (for the assessor) the customer experience of engaging with the convergent tools or techniques (including people and resources as relevant). Show your ability to plan a seamless customer journey. Plan the establishment of channels in the pilot to empower and respond rapidly to customer perspectives
c. at least one monitoring activity to check the implementation against the relevant objectives.
Note: Use the template provided in Appendix 1.
5. Arrange with yourassessor to pilot the convergent tools demonstrating the establishment of channels in the pilot to empower customers and respond rapidly to customer perspectives.
Note: You may simply need to provide URLs, login details, etc. for the assessor or arrange a presentation to demo your tools, depending on the nature of the tools and techniques and the customer experience you have designed.
6. Deliver the pilot.
7. Prepare a short (1-page) written reflection to:
a. describe your networking activities and oral communication and interaction skills you deployed
b. describe outcomes of the pilot and possible improvements.
8. Submit yourimplementation plan and written reflection within the agreed timeframe and in accordance with the specifications below.
Specifications
You must:
- participate in,or arrange, pilot of tools and techniques for assessor
- submit:
? implementation plan for the pilot (Appendix 1)
? written reflection.
Your assessor will be looking for demonstrated evidence of the following foundation skills:
- reading skills to interpret and apply marketing plans and relevant policies
- writing skills to plan implementation of pilot
- oral communication skills to present information and seek advice using language appropriate to audience
- interaction skills to:
? select and use appropriate strategies when communicating with internal and external parties to seek or share information
? work positively with others to achieved desired outcomes for organisation and clients
- work skills for applying convergent marketing communications to:
? plan and organise tasks and activities that ensure compliance with organisational policies and procedures, and legislative requirements
? sequence and schedule complex activities, monitor implementation, and manage relevant communication
? evaluate outcomes of pilot to identify opportunities for improvement
? use and manipulate digital technology to demonstrate real-world implementation of convergent marketing tools and techniques.
Attachment:- Assessment-Tasks.rar