BSBMKG439 | Develop and apply knowledge of communications industry

Project assessment

Criteria

Unit code and name

BSBMKG439 | Develop and apply knowledge of communications industry

Qualification/Course code and name

BSB40820 | Certificate IV in Marketing and Communication

Student details

Student number

881333954

Student name

Brielle Taylor

Assessment declaration

Note: If you are an online student, you will be required to complete this declaration on the TAFE NSW online learning platform when you upload your assessment.

This assessment is my original work and has not been:

• plagiarised or copied from any source without providing due acknowledgement.

• written for me by any other person except where such collaboration has been authorised by the Teacher/Assessor concerned.

Student signature and date

Brielle Taylor 27/12/24

Version: 20231010

Date created: 2 August 2018

Date modified: 02/06/2025

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This assessment can be found in the: &in=P7ac4831b-430a-4b8d-8b56-f7b32ed5b9cf&q=&type=standard&sort=rank&dr=AFTER">Learning Bank

The contents in this document is copyright TAFE NSW 2021 and should not be reproduced without the permission of TAFE NSW. Information contained in this document is correct at the time of printing: 2 June 2025. For current information please refer to our website or your Teacher/Assessor as appropriate.

Assessment instructions

Table 1 - Assessment instructions

Specific task instructions

The instructions and the criteria in the tasks and activities will be used by your Teacher/Assessor to determine if you have satisfactorily completed this assessment event. Use these instructions as a guide to ensure you demonstrate the required knowledge and skills.

Overview

Bounce Fitness is aware that the communications industry is always evolving. They have engaged Gelos to identify how they can improve utilisation of the communications industry.

You are a Gelos consultant and have been appointed as the Team Lead for this project. You have identified the following requirements:

• Research the current issues affecting the communications industry.

• Identify new and alternative communication technology.

• Scope the impact of the technology on the communications industry.

Now its time to get the team started on this project!

Task 1: Research

Identify following mandatory requirements for the research:

1. legislation and regulations relevant to the communications industry.
2. current issues and trends affecting the communications industry.
3. how the trends may impact the industry.

Bounce Fitness wants to ensure that they are getting the most up to date information, so they have the following requirement:

We require that all sources of information are reputable and trusted. For this reason, we require Gelos to identify all sources of key information and document them appropriately.

You must document your findings using the template below.

Table 2 - Research Record

Once completed, submit this assessment to your Teacher/Assessor for marking.

Task 2: Communications industry report

Now that the research component has been completed, its time for you to write a draft report on the findings.

It is important that your report contains the following:

1. current issues and trends affecting the communication industry, explaining how they will impact Bounce Fitness.
2. identifies new and alternative communication technology, explaining how these technologies will impact Bounce Fitness marketing plan and business strategy.

Title page

Gelos Consulting Report
Prepared for: Bounce Fitness
Subject: Communication Industry Trends and Technology
Date: 18/12/24

Abstract

This report explores the latest trends and issues affecting the communications industry, with a focus on their implications for Bounce Fitness. It evaluates emerging technologies and their potential to enhance the marketing strategy and overall business objectives of Bounce Fitness. This report also addresses actionable recommendations to leverage these trends effectively.

Introduction

The communications industry is experiencing significant changes driven by advancements in technology, shifting consumer behaviours, and evolving regulatory landscapes. To maintain a competitive edge, Bounce Fitness must stay informed about these developments and adjust its strategies to align with them. This report examines key trends, explores new technologies, and evaluates their potential effects on marketing initiatives and broader business goals.

Main body

Current Trends and Issues Affecting the Communications Industry

1. Digital Transformation
   
   
   • Increasing adoption of AI-driven tools like chatbots and analytics platforms.
   
   
   • Impact: Enhances Bounce Fitness customer engagement and personalisation capabilities.
   
   
   

2. Focus on Data Privacy

• Heightened consumer awareness and legislative measures such as the Australian Privacy Act amendments.

• Impact: Requires Bounce Fitness to ensure compliance and build trust with its audience.

3. Rise of Video Content

• Growing preference for short-form video content on platforms like Instagram Reels and TikTok.

• Impact: Aligns with Bounce Fitness' marketing efforts targeting a younger, tech-savvy demographic.

4. Sustainability and Social Responsibility

• Consumers prefer brands with strong ethical and environmental commitments.

• Impact: Bounce Fitness can enhance brand equity by promoting sustainable fitness practices.

Emerging Technologies and Their Impact on Bounce Fitness

1. AI and Machine Learning
   
   
   • Applications: Personalised email campaigns, predictive analytics for customer preferences, and operational automation.
   
   
   • Impact: Improves marketing efficiency and optimises customer targeting strategies.
   
   
   

2. Augmented Reality (AR)

• Applications: Virtual workout demonstrations and interactive product trials.

• Impact: Engages consumers by offering immersive experiences that differentiate Bounce Fitness from competitors.

3. Wearable Technology Integration

• Applications: Integration with fitness wearables to track performance and use this information to recommend services from Bounce Fitness.

• Impact: Enhances customer satisfaction and supports Bounce Fitness branding as an innovative fitness provider.

4. Cloud-Based CRM Systems

• Applications: Centralised customer data and streamlined communication channels.

• Impact: Boosts operational efficiency and enhances client retention.

Conclusion

To remain competitive, Bounce Fitness must adapt to the evolving communications landscape by leveraging emerging technologies and addressing consumer expectations. By integrating AI, AR, and cloud-based tools into its marketing strategy, Bounce Fitness can drive growth, strengthen customer relationships, and achieve long-term sustainability.

Task 3: Feedback

Now that you have completed the report you need to seek feedback. This task requires you to:

1. Identify who you will be seeking feedback from and why you have selected them.

Bounce Fitness Leadership Team: To ensure the recommendations align with business goals.

Experienced Industry Expert: For expert validation and insights into industry standards.

2. Write 200-300 words explaining what type of feedback you are seeking and why.

To ensure the report meets both client and industry standards, I am seeking constructive feedback from both internal and external stakeholders. Specifically, I am looking for feedback in the following areas:

1. Relevance and Alignment: Input on whether the trends and technologies identified effectively address current challenges and opportunities in the communications industry. Additionally, feedback on how well these align with Bounce Fitness' strategic goals is crucial to ensure the reports practical value.
2. Clarity and Presentation: Suggestions regarding the report's structure, tone, and language to confirm it delivers a professional and clear message to the client. A well-presented document reflects positively on Gelos Consulting and reinforces confidence in our recommendations.
3. Accuracy of Data and Analysis: Review of the numerical analysis, including ROI estimates and budget considerations, to ensure all data is realistic and credible. This is vital for building trust and supporting the clients decision-making process.
4. Feasibility of Recommendations: Evaluation of the proposed recommendations practicality, particularly whether Bounce Fitness possesses the resources, skills, and infrastructure necessary for successful implementation.

By seeking this specific feedback, I aim to refine the report to ensure it is actionable, data-driven, and aligned with client expectations. This approach also demonstrates a commitment to delivering high-quality outputs that strengthen our relationship with Bounce Fitness.

3. Draft an email requesting feedback and include feedback questions.

Dear Jason,

I hope this email finds you well. I am writing to request your feedback on the draft report prepared for Bounce Fitness regarding trends and technologies impacting the communications industry.

Specifically, I would appreciate your insights on:

1. The relevance of the identified trends and technologies.
2. Whether the recommendations are practical and align with Bounce Fitness' goals.
3. Any areas that require additional data or analysis.

Your feedback will be invaluable in finalising the report to ensure it meets both client and industry standards.

Thank you for your time and assistance.

Best regards,
Brielle Taylor
Gelos Consulting

Once completed, submit this assessment to your Teacher/Assessor for marking.

Task 4: Responding to feedback

Your colleague forwards you an email that they have received from Bounce Fitness. It reads:

Good Morning Gelos Consultant

I am pleased to advise you that after last nights Project Budget review for Head Office, we will be increasing our advertising budget by 25%. This will commence from the start of next month and be a permanent increase to the advertising budget.

This increase is in response to communication trends and issues that will impact us.

Please include this in your financial analysis of your report that we are expecting next week.

Steve Brinkley

GM Finance- Bounce Fitness

On top of that you have received the following feedback from your report:

`I know someone in the industry and these things cost $2,000 each!

`This is all blue sky. What we really need to know is how much it will cost and when well get our money back.

`Do we even have the capabilities to make this happen?

How can we make sure we continue to monitor changes in the industry?

Now that you have received some feedback, it is time to finalise your draft report and action the following requests:

1. Explain where in your report you would incorporate the feedback. Give your reasons why.
2. Cost Analysis: Add numerical breakdowns in the section on emerging technologies to address budget concerns.
3. Implementation Timeline: Include a phased timeline for technology adoption to show when ROI can be expected.
4. Capability Assessment: Add a subsection evaluating Bounce Fitness' existing resources and potential gaps.

1. Provide some numerical analysis and interpretation that you would add to your report. Ensure your interpretation includes the impact that the alternative technology will have. (NOTE: if you require more numerical data, create some realistic numbers)

Numerical Analysis

• Advertising Budget Increase Impact:
  Current Budget: $40,000/month.
  New Budget: $50,000/month.
  Allocation: 40% to digital campaigns, 30% to AR integration, and 30% to content production.
  Projected ROI: Increased membership sign-ups by 20% over six months.

1. Draft an email response to Steve Brinkley. Consider your response in terms of your role at Gelos and Steve representing the client.

Subject: Response to Advertising Budget Update

Dear Steve,

Thank you for your email regarding the advertising budget increase. This is excellent news and aligns well with the recommendations in our report.

The additional 25% will allow Bounce Fitness to:

• Expand digital marketing campaigns, reaching a broader audience.

• Pilot innovative technologies like AR for interactive consumer engagement.

• Enhance content production quality, building a stronger brand presence.

We are incorporating this update into our financial analysis and will provide a detailed breakdown in the final report. Please let us know if there are any additional considerations.

Best regards,

Brielle Taylor
Gelos Consulting

Once completed, submit this assessment to your Teacher/Assessor for marking.

Assessment checklist

The following checklist will be used by your Teacher/Assessor to mark your performance against the assessment criteria of your project. Use this checklist to understand what skills and/or knowledge you need to demonstrate during this assessment event. All the criteria described in the Assessment checklist must be met.

Table 2 - Assessment checklist

Assessment feedback

NOTE: This section must have the Teacher/Assessor and student signature to complete the feedback. If you are submitting through the TAFE NSW online learning platform, your Teacher/Assessor will give you feedback via the platform.

Assessment outcome

Satisfactory

Unsatisfactory

Assessor feedback

Has the assessment declaration for this assessment event been signed and dated by the student?

Are you assured that the evidence presented for assessment is the students own work?

Was reasonable adjustment in place for this assessment event?

If yes, ensure it is detailed on the assessment document.

Comments:

Brielle,

Thank you very much for submitting your assessment. Please ensure you address each task meeting the requirements. In this instance, your assessment contains the following gaps:

Task 1

Principles and practices of marketing communications need to include the relevant aspects. Please also insert the sources of information.

Issues affecting the communication industry needs to include the issues that have negative impact.

The stakeholders need to include the sources of information.

Task 2

Please outline a complete report. The main body contains bullet points.

I am confident you can address the feedback. I have attached the student workbook. Please reach out if you need help.

Eddy

Assessor name, signature and date

Student acknowledgement of assessment outcome

Would you like to make any comments about this assessment?

Student name, signature and date