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BSBMKG417 Apply Marketing Communication

tag 5 Downloads 10 Pages / 2,366 Words tag 24-11-2020
  • Course Code: BSBMKG417
  • University: Deakin University
    icon is not sponsored or endorsed by this college or university

  • Country: Australia


Task 1: Identify the Convergent Environment
1.1 Review and identify the role of the traditional siloed sectors to client requirements
R 1. Review Crystal Apple’s current traditional siloed approach and media channels:
Issues 1 – for any repositioning you need a clear goal and you need to ensure all the Medias are working on this objective or goal.
Issues 2 – Two increase the two way communication we need to focus on the selected media.Not with all the chosen media we can establish a two way communication
Issues 3 – To educate customers you need to focus on the message and check it is consistent.? list five points of difference between traditional and convergent approaches to marketing communication
Interaction – Less vs more Cost – Less vs high Data recording – easy to identify Real time result – which approach got more real time result ?
Fast vs slow – Speed Personalised vs non personalised ? list five reasons why the organisation needs a convergent solution Write down some advantages of convergent marketing – (Google It)
1.2 Identify the potential points of integration to unify across an integrated offering
R 1. List five Brand Interaction Points (BIP): Trainer – Shahed Rahman
Pick any five brand interaction points and relate it for your target group. Make sure you explain the situation.
1.3 Establish the roles of the customer within the convergent environment
R 1. identify customer drivers of the ‘empowered customers’ that drive the shift from traditional to convergent:
? list five core customer drivers
? describe each driver in relation to how they have caused a shift
1. Trust
2. Good customer base
3. People are using it
4. Prestige
5. Cost effective
6. Expensive
7. Customer service
8. Quality of the product
9. Exclusiveness
10. Brand Loyalty
R 2. list five strategies that Crystal Apple should have to respond to these characteristics
R 3. word count is approximately 250 words in total.
Choose any 5 that crystal apple should respond and how they can do that?
1.4 Confirm and ensure that messages can be unified across an integrated offering
R 1. develop a framework to communicate a consistent brand message across integrated  ultichannels:
? list seven principles
? these principles must be in line with organisational goals
? Have a clear understanding of who your target audience is
? Pick your channels.
? Have a consistent look.
? Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
? Make sure your marketing teams/agencies are working in sync
? Don't forget to track your campaigns -- and coupons
? Choose Your Marketing Channels Wisely
Check the Reading
Choose any seven and link it to company’s organisational goals.
1.5 Identify relevant and current legislation, regulations and policies
R 1. identify legal requirements that may impact Crystal Apple’s marketing within the convergent environment:
? list and explain five legislations and your supplementary regulations (where applicable)
Trainer – Shahed Rahman
? include the correct title and date of your primary legislations and legislative instruments
? summarise the key provisions of each requirement listed
Check it from lecture slides 1 Rules and Regulations Impact Consumer act 2010 We need to ensure that we are promotiong
R 2. identify organisational policies essential for Crystal Apple’s marketing within the convergent environment:
? list two policies
? explain the key motivation behind these policies Prepare a policy and procedures for Crystal Apple’s marketing Follow the sample I have attached – prepare a similar policy and procedures for Crystal
Apple using the template attached
Task 2: Prepare and Apply Convergent Marketing Communications
2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC space
R 1. review your suggested BIPs and potential points of integration from Task 1.2:
? magazines
? Tvc
? Social Media
? Blogs
? Website
? Facebook
? Outdoor
? Email
? Instagram
? List three convergent tools and techniques to be used within a divergent environment
? These tools must be a mixture of traditional and digital supporting mobile platforms
? Your selection must support a customer-centric environment
? Your selection must include channels to empower and respond to customer perspectives
R 2. evaluate the three tools and techniques:
? list five criteria for their evaluation
? these criteria must be in line with Crystal Apple’s requirements
? this evaluation must show how the traditional and digital tools and techniques will be integrated
R 3. word count was approximately 150 words in total.
Trainer – Shahed Rahman Reason for choosing this media
? Numbers?
? Target market availability
? People concern about this media
? Less cost
2.3 Create the convergent tools and techniques
R 1. create the three convergent tools and techniques you selected in Task 2.1
R 2. submit your evidence in accordance to your Assessor’s instructions.

Prepare three ad for three medias you have selected Review and confirm the fit-for-purpose and cost effectiveness of tools and techniques This task builds on Task 2.3 where you created your convergent tools and techniques. In this task, you will review the outcome of the implementation of your convergent tools and techniques based on the data that will be provided by the client, Director of Marketing (your Assessor). Then, you will develop strategies to meet the desired metrics.

R 1. review the data received:
? summarise the performance of each tool and technique
? list three potential root causes for each tool and technique with low performance
? list three strategies for each tool and technique to ensure their cost-effectiveness and fit-for-purpose
R 2. Word count is approximately 200 words.
How you will review your performance Check the Reading
Task 3: Engage with Experts and Maintain Relationship
? For the three tools you have selected – find three industry expert for those tools and how they can help you with the techniques
? Search their profiles on the Internet ( From Linked in )
? Select two business network you can join for better marketing updates
o List those two business networks
? Prepare a time with your trainer – email your trainer when you want to run the session.
? Copy paste that email.
? Present your three business advertisement
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