BSBMKG552 Design and develop marketing communication plans
BSBMKG552 Design and develop marketing communication plans
Task 2 Written Report
Task summary
This assessment is to be completed using the case study as simulated work environment. This assessment task requires the student to read the case study provided and complete the written reports asked for each task.
Required
Access to textbooks/other learning materials
Access to learning materials on Canvas
Computer with Microsoft Office and internet access
Timing
Your assessor will advise you of the due date of this assessment via Canvas.
Submit
This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Cover Sheet
Candidate name: Candidate ID Trainers Name: Date Submitted: Candidate declaration: I declare that:
I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
This assessment is my own work and where others works or ideas have been used, I have appropriately referenced or acknowledged them
I understand that plagiarism is a serious offence that may lead to disciplinary action.
Candidate signature:
Task 2 Written Report
In this assessment task, you need to develop the following written reports by referring to the case study and template provided below.
Part A - Marketing Communication Requirements
Part B Media Options Report
Part C - Marketing Communication Plan
Case Study
ABC Apparel is a retail company selling apparel to customers aged 18 and above. It has been in the industry for almost ten (10) years from 2013 but its revenue hasnt gone up beyond $200,000 per year. It aims to increase sales by 20% next year through expansion to two more cities, Brisbane and Perth, ensuring it reaches its target market.
Marketing mix
Product
Price
Place
Promotion
Current market trends
Chatbots
Video marketing
Past media performance
This is the summary of the performance of other media that was utilised from the past financial year of ABC Apparel Information collated are from surveys handed out to consumers either through face-to face, email, letter, feedback forms, etc. Results are based on 100 random new costumers that replied to the survey.
Media Number of Attraction
Television Ads 52
Radio Ads 19
Posters 26
Flyers 35
Newspaper and Magazine 40
Window Display 31
Social Media Facebook Ads 23% of overall reach
Media consumption rates by age groups
Age group Product consumption
18-25 40%
26-35 20%
36-45 10%
46-55 10%
56-65 10%
66 and above 10%
In your Marketing Communication Plan, make sure to include the following aspects:
Part A Marketing Communication Requirements
You organised to meet with Nikka Brown, Perth Store Manager, and her team to discuss and decide on suitable Marketing Communication Requirements. In your discussions, you have:
Identified, confirmed and documented marketing communication purpose and objectives, expectations, budget, timeline and target audience with ABC Apparel team.
Obtained client and product information about ABC Apparel and the information on the product the company would like to promote.
Provide a summary of your discussion using Appendix A. (Approx. 200s words)
Part B Media Options Report
After completing your marketing communication requirements, you now develop a Media Options Report that will detail: Appendix B. (Approx. 200s words)
Various forms of media that you have researched which could be considered for the launch of ABC Apparel products
How you are going to communicate outcomes and findings to team members, management and would-be customers
Marketing communications mix options
Comparison of advantages and disadvantages of communications mix
Your selected communication mix according to marketing communication requirements
Your established success measures for marketing communication plan
Part C Marketing Communication Plan
After completing the marketing communication requirements and determining media options, you now finalise the Marketing Communication Plan. In your Marketing Communication Plan, you need to:
Prepare budget and timeline proposal
Discuss how you are going to present your marketing communication plan to a client
Seek feedback from at least two (2) friends who will act as relevant stakeholders on the communication plan
Make changes to the communications plan according to feedback you received
Appendix C. (Approx. 200s words)
Appendix A Marketing Communication Requirements
Marketing Communication Requirements
Marketing communication initiative aims to achieve the following objectives:
Client and product information
Company Mission Company Vision Budget allocation Timeline Target audience Appendix B Media Options Report
Media Options Report
Task requirements Outcomes and findings
(brand/project) Marketing communications mix options Advantages and disadvantages of communications mix Communication mix according to marketing communication brief Success measures for marketing communication plan Appendix C Marketing Communication Plan
Marketing Communication Plan
Mission statement
Business objectives
(please include budget and time proposal)
Buyer personas
(please include feedback from stakeholders and changes required according to feedback)
Unique Selling Proposition (USP) and Customer Value
(please include feedback from stakeholders and changes required according to feedback)
Messaging and Positioning
(please include feedback from stakeholders and changes required according to feedback)
Marketing channels/Media options
(please include feedback from stakeholders and changes required according to feedback)
