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Assessment Task 3: Portfolio: Apply convergent marketing

communications
Submission details
The Assessment Task is due on the date specified by your assessor. Any variations to this
arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See specifications below for
details.
You must submit a printed copy of your answers.
Submit the printed copy of required evidences (your answers) to your Trainer with the
"Assessment Cover Sheet" (Filled out and signed appropriately) attached on top of your
documents.

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,

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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 your assessor 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 your implementation plan and written reflection within the agreed timeframe
and in accordance with the specifications below.

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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.

Adjustment for distance-based learners


● No adjustment

● .

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Appendix 1: Implementation plan

Relevant marketing objectives and goals Relevant organisational documentation (e.g. marketing plan, policy)

Plan

Activity, including description, rationale and relevant policy Timeframe Resources Responsible

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Activity, including description, rationale and relevant policy Timeframe Resources Responsible

Monitoring success of convergent marketing activities

Objective How measured When measured/by whom?

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BSBMKG417 Apply marketing communication across a convergent industry – Trainers’ Guide LASTUPDATED: February 2017, Version No. 1.0

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