Assessment Cover Sheet

ASSESSMENT TASK 1
BSBMKG417
Apply marketing communication across a convergent
industry
BSB42415 Certificate IV in Marketing & Communication
Student Name: Uchral Saruul

Student ID Number:
AAC190090

Assessors Name: Evgenia Sapozhnikova

Submission
Assessment Due: 16th Feb 15th Feb
Date:

Assessment Tasks Satisfactory Not Yet Satisfactory Did Not Submit

Assessment 1 □ □ □

Feedback to Students:

ASSESSOR’S DECLARATION:

I hereby certify that the above student has been assessed by myself and all assessments are carried out as
per the Academy’s Assessment Policy & Procedure.

I declare that the student’s work evidence is current, authentic, valid and sufficient

ASSESSOR SIGNATURE ____________________________ Date: ______________

Student’s signature Uchral Saruul.

BSBMKG417 Apply marketing communication across a convergent industry_Assessment 1 Evidence Guide_V1_2019

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 Assessment Submission rules and conditions

Read all the instructions below before attempting the assessment task. Assessment tasks are tools
used to determine if you have the knowledge and skills to complete tasks to industry standards
within the workplace. Your trainer/assessor will help you throughout this task and it is your
responsibility to provide enough evidence to justify a competent decision by the trainer/assessor. If
you do not understand the questions or what is required, ask your trainer/assessor for assistance.

 For group assessments, all students are to contribute to the assessment tasks. You must
work in groups when the assessment is required and when that is the case you will be
allocated in to groups by your trainer in the class; hence your active presence is necessary
 Role play/presentation if part of the assessment must be done by all students. Photos or
video may be taken as part of the evidence.
You are to complete all tasks by the due date and assessments must have a coversheet attached.
Online submission opens one week prior to the due week and cut-off date is set on Sunday at
11:55pm in the week of due date. If you think you do not have enough time to complete the tasks
by the due date, discuss with the trainer/assessor the reasons of why you cannot submit on time.
Assessment tasks submitted late may not be accepted by your trainer/assessor, leaving the learner
with a Did Not Submit (DNS) result.

Writing your responses

When answering questions, ensure that your answers are detailed enough so the assessor can draw
a conclusion that you have the knowledge and/or skills to demonstrate competency. When
producing reports, please make sure that your project has the following complete information:

A Title Page, Table of Contents, Page Numbers, Reference List, ensuring that your answers
thoroughly match the questions asked.

Answer all questions in your own words to avoid plagiarism.

Plagiarism/ Academic Misconduct

Plagiarism by a student will result in an automatic ‘NYS’, and as well as being recorded, may result in
further disciplinary action such as a student’s exclusion from a course. Plagiarism is presenting and
using someone else’s work, writings or ideas as your own with or without their consent.

Some examples of plagiarism as follows

 Presenting work by another individual as one’s own unintentionally

 Handing in assessments markedly similar to or copied from another student
 Handing in assessments without the sufficient acknowledgement of sources used, including
assessments taken totally or in part from the Internet

Academic misconduct is a serious matter and any breach of misconduct will be treated seriously as
per the Policy of the organisation. Impersonating or allowing another individual to impersonate you,
for the purpose of completing an assessment or presentation is considered a fraud.
Marking of Assessments

On submission of your assessment it will be marked for a result of either Satisfactory (S) or Not Yet
Satisfactory (NYS). If you receive a NYS result, you will be asked to redo the tasks again. To achieve a
competent result with this unit, all tasks need to be completed and marked as satisfactory. Your
trainer/assessor will provide feedback to you on each task, outlining where you must improve to
achieve a Satisfactory (S) result. When all tasks are marked as Satisfactory (S), you will receive a
result of Competent (C) for this unit otherwise, you will be marked Not Yet Competent (NYC).
Assessments submitted to the trainer/assessor after the due date may not be accepted, and you
may have to a resubmission fee.

Submission requirements

If an assessment is not submitted in accordance with the submission requirements, then it will be
deemed as being non-compliant. Non-compliant submissions result in pending on being marked
and /or recorded NYS.

 All submissions must be done by PDF file. The Student is required to convert word file
assessments, PowerPoint presentation and other attachments to PDF before submitting.
 The first page in the file must be cover page. It must contain student name and student
number.
 The Student is allowed by default to upload up to five documents on each submission. You
must upload each file separately. You must not upload zip file.
 Submissions from overseas are not allowed as students are required to be in Australia to
attend their regular classes.

Assessment appeals

Appeal process – You can appeal your results in writing to the Director of Studies within 2 weeks of
the assessment outcome; if you feel the decision made by your assessor was incorrect. Please refer
to your student handbook for information on assessment appeals for the required steps to appeal
this decision.

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Introduction
You will develop a convergent marketing communications solution for MyHome2, a fictitious
business described in the case study below.
You will present your client solution as a formal business report that is appropriate for
presentation to MyHome2’s joint CEOs and their senior leadership team
Read the case study below and the instructions that follow.

You have been employed by Hans and Anchara Fisher, founders of

Myhome2, as the human resource manager. The business is in its third year of
operation. The business started in the study of Hans and Anchara’s home in Marrickville,
an inner-western suburb of Sydney. Hans and Anchara had met on a Contiki Tour in
Europe. They love travel and meeting people. After moving to Sydney, they decided to
open their home to a student studying at a nearby university. They were happy when
their guest told them that she felt as safe and happy as if she were at home with her
family. The idea for Myhome2 was ignited!
Myhome2 is a web service that find students studying in New South Wales with a host-
family home within 20 kilometres of their educational institution. The ‘guest’ is
guaranteed their own bedroom, bathroom and study area. Meals are provided five
nights per week. The host families are pre-screened by completing police checks and
various other security checks. Typically, the host-family has children (often in high school
or university) who are studying in the local area.
The families of the Myhome2 guests, whether they are interstate in Australia or
overseas, can be assured that their young person is in a safe, family environment where
they have privacy and the guarantee of at least five home-cooked meals every week.
The business did very well last year; exceeding its targets, and have decided to expand
this year. They have fifty employees, many of them are customer experience assistants.
MyHome2 has been communicating their brand message to their target markets using
the following traditional media channels to build their brand and drive traffic:
 print ads in on campus and school newsletters
 print ads in local newspapers
 flyers distributed by students on campus
 Facebook promotions
 school forums
 radio spots.
MyHome2 employs a marketing manager. Anchara, CEO, has a public relations degree
and looks after PR, advertising is managed by the customer services manager.
The channels are utilised on a scattered timeframe as standalone communication
mechanisms. This is to continuously communicate the brand message to the target
audience.
The joint CEOs objectives are:
 position MyHome2’s brand as contemporary
 increase brand awareness through consistent and repeatable marketing
communications
 build brand loyalty through implementing cost-effective customer-centric
convergent tools that involve digital technology
 educate target audience about MyHome2’s brand differentiators
 increase customer retention rates
 establish two-way communication with customers which support mobile
platforms
 transform the current siloed environment to an integrated marketing
communication environment
 build cost-effective convergent tools to operate within a divergent media
environment.
You, as the Brand Strategist, have the following primary accountabilities:
 craft ideas and connections that can be implemented globally demonstrating a
sound knowledge of digital and social behaviours
 ensure corporate governance on digital production and public relations with a
strong focus on intellectual property requirements as well as other legislations
and regulations related to content generation
 uses and manipulate digital technology to create, extend and enhance job role,
products and capacity to deliver effective service design
 review, select, integrate, use, and maintain digital solutions to establish a sound
knowledgebase with a key focus to connect with target customer pace under the
same umbrella in order to promote the brand message to mass audience and
collaborate and foster external crowdsourcing
 establish, maintain and engage with industry experts to support marketing
communication convergence
 continuously review and monitor MyHome2’s Brand Interaction Points and make
the necessary changes in accordance to organisational goals.
This will be the organisation’s first trial of integrated communication experience, the
 CEOs have allocated a restricted budget of $250,000 in total for the implementation of
the required convergent tools and techniques within the next three months.

Instructions
1. Review the marketing tools and techniques currently used by MyHome2.
Explore the campaign tools and techniques currently being used by MyHome2.
I really like the marketing strategies they use to promote their business in school
newsletters and forums, such as Facebook promotion and printing ads. Because each
student is using Facebook and they often read the forum and newsletter for the school.
And other marketing tools seem a bit useless as young people or students nowadays
rarely read the newspaper and listen to the radios.
I think they need to promote their company on the website of the school, because every
student often checks their website.
2. Compare the client’s traditional tools and techniques with convergent tools and
techniques.
 TRADITIONAL MEDIA- such as billboards, banners, newspaper, magazines,
television, radio and telephone directories- involve marketing tools such as paid
print advertisements, commercials and new releases. This approach focuses on a
one-way sales push and relies on reaching high numbers of people to ensure
success. Advertising with publications and networks is costly marketing tool
which makes analysing the return on your investment extremely important.
 DIGITAL MARKETING MEDIA
- Computer software technology can reach potential customers with targeted
measurable communications. Specific digital media marketing tools include
search engine optimization, mobile marketing, interactive online
advertisements, opt-in email and online partnerships such as affiliate
marketing and sponsorships.
- A key component of digital marketing tools is web analytics, which provide
information on an internet user’s online activities, IP address and search
keywords. This information can then be used to craft a targeted advertising
campaign to reach your business’s core audience.
3. Identify the potential points of integration.

As a marketing professional in a converging environment, to have the opportunity to

develop a partnership and up-sell products or services, you need to consider possible
convergence points. Integration points may refer to apps that can be accessed across
multiple devices, such as a smartphone-operated interface and a web page.
 Marketing and IT provide a logical convergence point for a modern marketing
programme. The marketing department may have envisaged the naming of the
campaign, but IT has the capacity, for example, to translate this into a social media
initiative and/or to express strategic targets on the website of the company. Marketing
has tasked the IT department with setting up an Internet effort. Nonetheless, a budget
that needs coordination between IT and finance will hinder the campaign.

4. Explain how customers take an empowered role within convergent marketing.

 A convergence marketing strategy has the customer in the center, where he or
she is targeted through all the communication means he uses the aid of
technology. Today, there are many such technology examples like blogs, social
media, news sites, video sites, forums and other wherein like-minded people can
be targeted.
 The customer will typically want a personalised experience particularly as they
organising accommodation arrangements with a stranger. This aspect of trust is
particularly relevant for MyHome2. The proposed client solution should include
key messages that establish that both hosts and guests can rely on MyHome2 to
'do their homework' i.e. conduct appropriate background checks to ensure that
the living arrangement is safe for all concerned. Using an application to store
reviews of guests and hosts will help to build trust.
 Guests may not be used to dealing in Australian currency and may not speak
English. A customer-centric marketing approach will include giving customers an
option about the currency that is used in communications and the MyHome2
website can be translated via Google Translate or similar.
 Offering information about complimentary services (such as tourism, education
institutes, health and transport) with links to relevant organisations and
businesses is customer-centric.

Definition:
In marketing, empowerment is giving customers the options, tools and resources
to start decision-making, allowing them to design a product or brand experience
to suit them. By giving customers the power of choices and actions, marketers
give control over consumer brand interaction, the result is often that people are
happier with the experience and likely to engage with the brand in a positive
way, even become brand evangelists, than they are with brands that use
traditional methods.
Reliant on technology:
Customers have become reliant on technology to accomplish their everyday
tasks; customers no longer think their digital experiences as separate from their
physical ones.
Digital seamlessness:
 Customers have rising expectations for digital seamlessness. For example, they
will want to use their mobile phone in a store to scan a QR code, or look up
additional product information."
New resources:
Customers are increasingly empowered by new technologies, rich information
resources and a wide choice of brands and are demanding digital innovation
from businesses as a result. customers are more driven to take control of their
experiences and to ensure the best possible and most emotionally satisfying
experience for themselves. Mobile payment options have also gained significant
traction, and 58 per cent of online adults use PayPal to make purchases.
Speed:
Customers are really driven by digital services that simplify their life and add
speed and add convenience, without requiring investment on the customer side.
They are looking for ease and seamlessness.
Consumers are more informed:
Digital technology has provided customers greater knowledge of products and
services. The company no longer has a monopoly on product knowledge:
information and opinions on which to make decisions are a click away.

5. Write the three key messages that could be promoted using a convergent marketing
approach (including deployment to mobile phones.
1. Guests can secure accommodation and make arrangements for complementary
services from anywhere in the word 24/7
2. Families of our guests can be secure in the knowledge that their student is in a safe,
3. Welcoming and nurturing home.

6. Explain the impact of convergence on the traditional siloed industry.

The convergence allows all affected target consumers to interact in the digital media
about the received message, telling about the experience and giving their feedback,
reviews and ratings. So the traditional siloed industry will be less efficient, customer
targeting will be harder and less information will be given to the public. Convergence is
considered a new phenomenon, because only recently technical capabilities have been
developed to allow cheaper and widespread implementation. The simple concept of
convergence makes it possible to perform multiple tasks on a single device which
effectively conserves space and power. For example, each technology converges on a
single device, or smartphone, rather than carrying separate devices–such as a cell
phone, camera and digital organizer. Another good example is Internet surfing on a high-
definition television (HDTV). The integration helps all impacted target users to
communicate in the digital media about the received message, telling about the
 experience and providing their feedback, reviews and ratings. The conventional siloed
business will be less effective, consumer targeting will be harder and less information
will be available to the public.
7. Explain how MyHome2 can use metrics to evaluate the effectiveness of the proposed
client solution.
1. Unique visitors
The best indicator of overall traffic, visitors refers to the number of individuals who
visit your website in a period of time, where each visitor is counted once. This will
vary depending on the size of your company, industry and, of course, amount of
content produced.
2. Page views
The combined number of individual pages that visitors click on in a given period of
time. If your page views are higher than your visitors, that is an indication of your
audience finding your content interesting because people are clicking onto multiple
pages.
3. Search engine traffic
The traffic referred to your site by search engines, like Google or Bing. This will give
you clear indication of how effective you are at optimising content for search.
4. Bounce rate
The percentage of visitors who come to your site and immediately leave before
clicking any other pages. A bounce rate of less than 40 percent is good. Any higher
and it may be an indication that visitors don't like what they find.
5. Conversion rate
The percentage of visitors who take a specific action that your content encourages,
like signing up for newsletter. Conversion rates vary considerably based on industry,
but often hover around'2 and 3 percent. Aim for a conversion rate of 5 percent, or
higher if you are making specific landing pages for specific audiences.
6. Inbound links
The number of external links to the site, an indication that other people found the
content good enough to link to it. And, the more high-quality inbound links, the
higher the content will rank on search engines.

Defining client requirements may need regular checks and review with key people
from the client/client's organisation. Client needs may change as performance
analytics show certain tools/techniques to be giving better results than others,
meaning regular review of client objectives and requirements will be an essential
part of any marketing communications relationship.

8. List three types of experts relevant to a to a convergent marketing solution.

 Digital strategist
 SEO strategist
 Brand managers
 App developers
9. List five business networks appropriate to a convergent marketing solution.
 Australian Association od National Advertisers
 Australian Direct Marketing Association
 Australian Marketing Institute
 Australian Market and social Research Society
 Australian Internet Industry Association
10. Identify the current key technologies and distributed services that impact on convergent
solutions.

Press, consumer electronics, computing technology, and telecommunications

globalisation has contributed to social changes in terms of individual preferences and
attitudes that have led to the re-evaluation of traditional market segments. Main
technologies such as the internet create a global network that provides new ways for
configuring the products and services. This expands business environment opportunities
and threats which lead to increased competition in a dynamic environment where
conventional boundaries are changing. New emerging in a world of converging
innovations, growing complexities of the marketplace and rapid technological advances.

11. Using examples, explain how each of the following may impact on marketing for your
client in the convergent environment:
a) Competition and Consumer Act 2010 (Cth)

The 2010 Competition and Consumer Act (CCA) encompasses several business
areas: manufacturer, wholesaler, seller, and consumer relationships. The aim is
to enhance Australians ' welfare by encouraging fair trade and competition, and
by providing protection for consumers.
b) Privacy Act 1988 (Cth)

Privacy Act 1988. The Privacy Act 1988 is an Australian law dealing with privacy.
These principles apply to Australian Government and Australian Capital Territory
agencies or private sector organizations contracted to these governments, as
well as to organizations and small businesses who provide a health service.

Do Not Call Act 2006 (Cth)

The Australian national Do Not Call Register scheme was set up in Australia to
regulate the activities of telemarketers who make unsolicited telephone calls to
 private individuals or who send unsolicited faxes. The scheme is free and applies
to home, mobile or fax numbers.

c) organisational policy (select one)

An organisational policy is a set of guidelines and best practises that have been
put in place to protect the company, staff, and clients. ... Organizational policies
generally define what is or is not authorised inside the company. By doing so,
they laid out behaviour-related goals and limitations.
d) Association for data driven marketing and advertising Code of practice 2018
Published the 2018 ADMA Code of Practice. The professional code of ADMA is
about good business practise. In the era of data-driven marketing, the future
expansion of the industry depends on consumer confidence in the way marketers
and advertisers conduct their business–particularly in relation to personal
information and privacy
12. Write a policy that explains how MyHome2 complies with the Privacy Act 1988. Review
the ADMA Code of Practice and, if necessary, revise the policy to ensure compliance
with the MyHome2’s obligations
1. SENSITIVE INFORMATION
Sensitive information is defined in the Privacy act to include information or opinion
about such things as an individual’s racial or ethnic origin, political opinions,
membership of a political association, religious or philosophical beliefs, membership
of a trade union other professional body, criminal record or health information

Sensitive information will be used by us only:

- For the primary purpose for which it was obtained
- For a secondary purpose that is directly related to the primary purpose
- With your consent, or where required or authorised by law.
2. THIRD PARTIES
Where reasonable and practicable and practicable to do so,we will collect your
Personal information only from you. However, in some circumstances we may be
provided with information by third parties. In such a case we will take reasonable
steps to ensure that you are made aware of the information provided to us by the
third party.
3. DISCLOSURE OF PERSONAL INFORMATION
Your information may be disclosed in a number of circumstances including the
following:
- Third parties where you consent to the use or disclosure
- Where required or authorised by law
 4. SECURITY OF PERSONAL INFORMATION
Your personal information is stored in a manner that reasonably protects it from
misuse and loss and from unauthorized access, modification or disclosure.
5. Access to your personal information
You may access the personal information we hold about you and to update/or
correct it, subject to certain exceptions. If you wish to access your personal
information, please contact us in writing.

MyHome2 will not charge any fee for your access request but may charge an
administrative fee for providing a copy of your Personal Information.

In order to protect your personal information we may require identification from you
before releasing the requested information.
6. MAINTAINING THE QUALITY OF YOUR PERSONAL INFORMATION.
It is an important to us that your personal information is up to date. We will take
reasonable steps to make sure that your Personal information is accurate, complete
and up-to-date. If you find that the information we have is not up to date or is
inaccurate, please advise us as soon as practicable so we can update our records and
ensure we can continue to provide quality services to you.
7. Policy updates
This Policy may charge from time to time and is available on our website.
8. Privacy Policy Complaints and Enquiries
If you have any queries or complaints about our PRIVACT POLICY please contact us.
13. Write a brief summary of how your role as brand strategist at MyHome2 is expanded via
your role in convergence marketing.
1. Practise numeracy skill to measure effectiveness of marketing strategies
2. Opportunity to perform public relations, marketing and advertising related activities
3. Practise writing formal presentations
4. Understand how to define value proposition
5. Expand knowledge of legislation, regulations and policies and procedures.
6. Use data for decision making
7. Increased knowledge and experience us technology.
14. You must list the sources you used to research marketing opportunities in the reference
section of the presentation file that you submit for assessment.
 Assessment 1 - Portfolio
Feedback Evaluation Sheet
STUDENT
STUDENT NAME:
NO:

ASSESSOR’S NAME: DATE:

UNIT NAME: BSBDIV601 Develop and implement diversity policy

In this assessment, the student demonstrated: Assessor’s comments

Reviewed the marketing tools and techniques

currently used by MyHome2.

Compared the client’s traditional tools and

techniques with convergent tools and techniques.

Identified the potential points of integration.

Explained how customers take an empowered

role within convergent marketing.
Wrote the three key messages that could be
promoted using a convergent marketing approach
(including deployment to mobile phones.
Explained the impact of convergence on the
traditional siloed industry.
Explained how MyHome2 can use metrics to
evaluate the effectiveness of the proposed client
solution.
Listed three types of experts relevant to a to a
convergent marketing solution.
Listed five business networks appropriate to a
convergent marketing solution.
Identified the current key technologies and
distributed services that impact on convergent
solutions.

BSBMKG501 Identify and evaluate marketing opportunities Assessment 1_V1_2019

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Explain how each of the following may impact on
marketing for client in the convergent environment:
Competition and Consumer Act 2010 (Cth)
Privacy Act 1988 (Cth)
Do Not Call Act 2006 (Cth)
organisational policy (select one)
Association for data driven marketing and
advertising Code of practice 2018

Wrote a policy that explains how MyHome2

complies with the Privacy Act 1988. Reviewed the
ADMA Code of Practice and, if necessary, revised
the policy to ensure compliance with the
MyHome2’s obligations
Wrote a brief summary of how the role as brand
strategist at MyHome2 is expanded via the role in
convergence marketing.

BSBMKG501 Identify and evaluate marketing opportunities Assessment 1_V1_2019

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