PERSONAL

DIRECTION STATEMENT

MKX3631 – Assessment 1
Joseph Cirillo – 25243764
Word Count: 2,120

Monash University
Marketing Internship – MKX3631
Introduction .................................................................................................................. 3

Personal Characteristics and Traits .............................................................................. 3

Industry Analyses .......................................................................................................... 3

Industry 1: Advertising Agencies in Australia .................................................................................. 4
Immediate future: ....................................................................................................................... 4
Overview of Industry characteristics: .......................................................................................... 4
Industry Analysis 2: Internet Publishing and Broadcasting (Marketing Strategy) ........................... 4
Immediate future: ....................................................................................................................... 4
Overview of Industry characteristics: .......................................................................................... 4
Immediate future: ....................................................................................................................... 5
Overview of Industry characteristics: .......................................................................................... 5

Target Industry and companies within industry: ......................................................... 5

1: Netflix .......................................................................................................................................... 5
2: Carlton & United Breweries ........................................................................................................ 6
3: Stan ............................................................................................................................................. 7

Personal SWOT .............................................................................................................. 7

Objectives ...................................................................................................................... 8
Career .............................................................................................................................................. 8
Personal ........................................................................................................................................... 8

Self Branding ................................................................................................................. 8

Brand Identity .................................................................................................................................. 8
Target Audience .............................................................................................................................. 8

Positioning Statement .................................................................................................. 9

Direction Statement ...................................................................................................... 9

Career Goals .................................................................................................................................... 9
Personal Goals ............................................................................................................................... 10

Appendix ..................................................................................................................... 11
 PERSONAL DIRECTION STATEMENT
MKX3631 – Assessment 1
Introduction
The purpose of this report is manifold and aims to optimize the Internship experience
offered in MKX3631. Specifically, this explorative report aims to:
• Learn and develop personal insights into how I am seen by others (both
professionally and socially), identifying skills and attributes
• Develop and refine the most suitable and attractive career paths available to me
• Present my personal skills and branding in a tangible package for chosen industries
and companies
• Build and strengthen networks to achieve career goals and plan strategy

Personal Characteristics and Traits

To obtain objective data relating to my ability as an employee and professional colleague, I
administered a short questionnaire to three professional contacts: an owner of a retail store
I was employed with, a manager and a co-worker. The questions administered were as
followed and results can be found in Appendix 2 – Evaluation Questionnaire:

1. Name 7. How proactive is Joseph in resolving issues?
2. Relationship to Joseph 8. How well does Joseph handle criticism of
3. How good is the quality of Joseph’s work? their work?
4. How productive is Joseph? 9. Please list any particularly noteworthy
5. How well does Joseph work with others? strengths of Joseph?
6. How well does this employee solve problems 10. Please list any particular areas of
independently? improvement for Joseph?

Although a limited sample size, it is clear that main strengths include having a high quality of
work, being a very good team worker, being motivated and determined and having a fun,
enthusiastic personality. Areas of improvement include independent problem solving,
receiving of criticism and maintaining focus.

Industry Analyses
Being interested in all forms of marketing, it was difficult to initially identify just 3 industries
that most interested me, so I decided to use industry statistics to make an educated
decision based on the prosperity of the industry. I am passionate about retail (having
worked in the field for 4 years) as well as many different forms of media/entertainment
(having worked in the music industry for 7+ years). After researching entertainment
industries in IBISWorld, I found that most record publishing industries (including music
publishing and online CD sales) were declining, but Internet publishing (including Netflix)
were in qualitative growth with much higher wages than other entertainment activities (The
Misfits Media Company, 2016). Another growing industry that interests me is liquor retailing
(both B2B and B2C). I think liquor retailing offers an incredibly creative route of experiential
marketing, especially with the increased trend in craft-alcohol consumption; effective
marketing is becoming more and more of a key success factor in the industry.
Industry 1: Advertising Agencies in Australia
Size: $2.3bn
Projected growth (17-22): 2.2%

Immediate future:
With technological advances leading to an advertising revolution, agencies must constantly
focus on new ways to engage and communicate to target audiences. Mass marketing is on
the decline and mobile technologies (as well as data collection) is tilting the trend towards
personalised, micro-segmented marketing communications (Wong, 2015). Advertisers in the
future will pinpoint the exact moments and needs that users have—entertainment, retail
searches, even sports scores—and supply consumers with the solutions they are looking for
in real time.

Overview of Industry characteristics:
Market leaders include WPP AUNZ LTD (15.2%), Omnicom Media Group Australia Pty Ltd
(9.1%), Interpublic Australia Holdings Pty Ltd (6.5%) and Publicis Communications Pty
Limited (5.8%) in an industry of 7,750 businesses. The industry is in the mature cycle of the
product lifecycle but technological revolutions and advances are constantly reforming the
way advertising agencies run. Key economic drivers include business confidence, demand
from internet publishing and broadcasting, household consumption expenditure and other
industries whom make up the majority of advertising activity.
There is a significantly greater range of entry level jobs available than the other industries
analysed (Franzen, 2013). I was not able to promptly find an entry level job available in the
advertising industry through Seek, Indeed, Gumtree, Advertising Jobs or B&T.

Entry Level Role: Advertising Internship (Creative)
See Appendix 3 for job advertisement with skills evaluation

Industry Analysis 2: Internet Publishing and Broadcasting (Marketing Strategy)
Size: $1.8bn
Projected growth (17-22): 10.4%

Immediate future:
With the increase in a need to profitably combat piracy, internet publishing and
broadcasting is becoming a more relevant industry to many digital companies (Pfeffer,
2016). Netflix has continued to grow since its launch and is now a major player in the
industry. Marketers should understand key external drivers which include internet
connection and quality, business confidence, discretionary income and mobile
telecommunications density. In Victoria particularly, the expanding of the NBN is offering an
increasing opportunity for larger providers (such as movie publishers) to service more
homes.

Overview of Industry characteristics:
Companies in this industry publish or broadcast textual, audio or video content on the
internet of general or specific interest. Demand industries include motor vehicle dealers,
residential property owners, finance and end consumers. Services such as Netflix and Stan
have recently emerged to combat piracy and promote
Entry Level Role: Publishing Internship (Branding)
See Appendix 3 for job advertisement with evaluation

Industry Analysis 3: Liquor Retailing (Brand Management)
Size: $10bn
Projected growth (17-22): 2.5%

Immediate future:
Increasing demand for craft beer and cider has been a direct factor for the industries
revenue increase in the past 5 years. This means that marketers of boutique brands must
figures out was to communicate their originality and PODs among the sea of increasing
competition. Key economic drivers include per capita alcohol consumption, pub/bar/club
demand, household discretionary income and weekly worked hours. Victorian companies
currently own 33.1% of the Australian market, which is $3.31bn in revenue.

Overview of Industry characteristics:
Market leaders include Woolworths Ltd (42.9%) and Wesfarmers Limited (20.8%), with a
medium concentration level. The industry is in the mature cycle of the product lifecycle as it
is an established industry with little room for innovative category innovation. Marketers will
need to understand different codes and legalities involved with alcohol and how they vary
from state to state.

Entry Level Role: Liquor retailing Grad program (Marketing)
See Appendix 3 for job advertisement with evaluation

Target Industry and companies within industry:

As internet publishing and liquor retailing are both quite specific industries, I have decided
to broaden the industry to ‘B2C retail industries’ with a focus on branding/project
management.
Attractive companies in this industry include:
1: Netflix


• Fresh, trending brand at the forefront of Internet Publishing and Broadcasting
• Company culture is recognized as enthusiastic and passionate
• Expected growth in coming years


2: Carlton & United Breweries

• Part of ABInBev, the world’s largest brewing company
o Would provide an opportunity to grow and promote through my career
• Extensive list of brands with different target markets keeps liquor retailing role fresh
and contemporary
• Hiring Graduate Entry positions





3: Stan





• Australian-made streaming as part
service of the huge Fairfax
brand
Media
• competing
Strongly with
Netflix,

offering
extra services 4K video (without
including
increase),
price as well
as more
to
devices use
advertisements
• Job are difficult to find.
is a subsidiary
Stan of Fairfax Media
which is
owned by
StreamCo Media; of the sites offer a Careers
none
section.

Personal SWOT


Strengths Weaknesses
• Critical analytical skills • May sometimes have trouble being
• Business leadership experience directly honest when criticising
• Practised creative skills • Personal standards may lead to a
• Engaged and enthusiastic ‘perfectionist’ attitude towards work

• Strong verbal communication skills • Lack of workplace experience

• Risk management abilities • Limited network in the industry outside

• Driven and focused of University colleagues

• Passionate about consumers

Opportunities Threats
• Increased need for customer • Advertising roles are competitively
understanding and consumer focus sought after
• Increased need for strong communication • Internet publishing is dominated by few
skills in the workplace organisations
• Digital revolution is increasing the need for • Entry-level brand management roles are
an understanding of online analytics infrequently offered
• Live streaming is a fresh and under- • Globalisation is increasing the need for
saturated market bilingual (and trilingual) employees

Objectives

Career
1. Acquire at least one reputable note of practical experience to demonstrate on a
CV and job application by the end of the semester; relevant to one of the industries
analysed.
2. Have developed a minimum of two professional contacts in a relevant industry
analysed by the end of semester; these relationships should be at a level of basic
enquiry and rapport.
Personal
1. Reflect upon at least three learnt theories or knowledge in a practical setting over
the semester to solidify any learning and reflect on it in a critical and actionable
manner.

Self Branding

Brand
Identity


I am a 22-year old Bachelor
of Business (Marketing)
student studying in his final
semester at

Monash University
with an
experienced
focus in
brand/project
management,
digital

marketing and strategy development. I am a personable and engaged communicator.

LinkedIn: https://www.linkedin.com/in/joeycirillo/
Facebook:
https://www.facebook.com/joeygiuseppecirillo
Twitter: https://twitter.com/joeygcirillo




Target Audience
Primary:
Employers and
organisations
looking for passionate
and driven


University
students/graduates to contribute to their business with respect to branding,
advertising or project management at a part-time level.
Secondary:
Peers within the brand management/advertising industry to build as
part of a professional network.


Points of Parity (POPs):
2. Studying a Bachelor of Business (Marketing) at a tertiary level of a prestigious
University
3. Driven and focused
on achieving success


Points of Difference (PODs)

• Have experience marketing own brands and projects in the entertainment

industry
• Effective and engaged communication skills that allow me to critically assess a
situation and build relationships and rapport with colleagues/stakeholders
Positioning Statement
Joseph Cirillo is a creative, driven marketer with an experienced focus on brand
and project management, digital marketing and insight development. His
experience with project management and consumer servicing provides B2C
companies with a unique and enlightened developing of marketing insights.
Joseph does this through his skills of critical thinking, strong communication,
leadership and creativity.

Direction Statement

Career Goals

1. Acquire practical experience to demonstrate on a CV and job application by the
end of the
semester, relevant
to one
of the three
industries analysed.


Strategy 1: Prioritise
knowledge
and
growth in my
search for an internship
Instead of applying for internship
roles based on monetary compensation, location or ease
of the role, I will prioritise seeking positions that will allow me to learn practically at the best
of my ability as well as having a higher chance of leading to an employment opportunity.
 Strategy 2: Regularly assess online resources to scan for opportunities and
availability of entry level roles
I will browse Seek, Indeed, AdvertisingJobs, Mumbrella, Pedestrian TV and B&T on a weekly
(minimum) basis to examine the job market and increase the likelihood of finding a role that
fits Strategy 1 while being something that interests me and will be something to enjoy.


2. Have developed a minimum of 2 professional contacts (contactable) in a relevant
industry analysed by the end of semester.

Strategy 3: Ensure active networking throughout the process of my internship

I will introduce myself positively and confidently to all appropriate contacts and attempt to
proactively (and naturally) build relationships with different people in the organisation.

Personal Goals

1. Apply any learnt theory or knowledge in a practical setting over the semester to
solidify any learning and reflect on it in a critical and actionable manner.

Strategy 3: Revisit and review main theoretical marketing concepts throughout

Internship
I will evaluate on-site learning using different marketing theory (particularly models used in
Strategic Marketing and Marketing Planning & Implementation) to utilise and solidify the
information I’ve learnt through studying. I plan to do this in at least 4 different stages in my
internship, including prior, twice during and once post. I believe that using situational
analyses tools (Porter’s etc.), the 5Ps, target segmentation, product life cycle, BCG matrix
and other tools will help me offer more insightful and analytical thinking to the
organisational – as well as induce a restoration of passion through using this knowledge in a
practical setting.

 Appendix 1 - References

Advertising Educational Foundation (2009) Advertising industry careers. Available at:
http://www.aef.com/industry/careers/9000#interactive (Accessed: 2 December 2016).
Creative Skillset (2016) EPK director/producer. Available at: http://creativeskillset.org/job_roles/entry-
level_roles/3839_marketing_assistant (Accessed: 2 December 2016).
Department of Employment (2012a) Advertising and sales managers. Available at:
http://joboutlook.gov.au/occupation.aspx?code=1311&search=keyword&Tab=prosp ects (Accessed:
3 December 2016).
Department of Employment (2012b) Career Quiz. Available at:
http://joboutlook.gov.au/CareerQuizResult.aspx?search=quiz&1=0&2=0&3=9&4=0& 5=5&6=1
(Accessed: 2 December 2016).
Education Services Australia (2015) Career bullseyes. Available at: https://myfuture.edu.au/career-
bullseyes/details?learning-area=12 (Accessed: 2 December 2016).
Franzen, W. (2013) Career ideas for marketing majors. Available at:
http://www.onedayonejob.com/majors/marketing/ (Accessed: 2 December 2016). Indeed (2016)
Marketing and marketing assistant job trends. Available at: http://www.indeed.com/jobtrends/q-
marketing-q-marketing- assistant.html?relative=1 (Accessed: 3 December 2016).
Market Research Reports & Analysis | IBISWorld AU. (2017). Ibisworld.com.au. Retrieved 20 March 2017,
from https://www.ibisworld.com.au/
LSE (2013) Careers and Vacancies - Areas in marketing. Available at:
http://www.lse.ac.uk/intranet/CareersAndVacancies/careersService/EmploymentSect
ors/AdvertisingMediaPRMarketing/Marketing/AreasInMarketing.aspx (Accessed: 2 December 2016).
Pfeffer, J. (2016) 10 in-demand jobs you could land with a marketing degree. Available at:
http://www.rasmussen.edu/degrees/business/blog/in-demand-jobs-you-can-do-with- a-marketing-
degree/ (Accessed: 2 December 2016).
The Misfits Media Company (2016) Marketing news - B&T. Available at:
http://www.bandt.com.au/marketing (Accessed: 2 December 2016).
Wong, B. (2015) The future of advertising: Farewell, mass marketing. Available at:
http://www.wsj.com/articles/the-future-of-advertising-farewell-mass-marketing- 1430105034
(Accessed: 8 December 2016)
  
Appendix 2 - Self-evaluation report

Summary

Name
Gavin Lee
Henry
Sang Hwa

Relationship to Joseph
Manager
Owner of Retail Store
Coworker

How good is the quality of Joseph's work?

2.0

1.5

1.0

0.5

0.0
1 2 3 4 5

Not at all good: 1 0 0%
2 0 0%
3 0 0%
4 2 66.7%
Extremely good: 5 1 33.3%

How productive is Joseph?
 3.0
2.5
2.0
1.5
Not at all productive: 1 0 0%
1.0 2 0 0%
0.5
3 0 0%
0.0
1 4 2 3 100%
3 4 5
Extremely productive: 5 0 0%

How well does Joseph work with others?

3.0
2.5
2.0
1.5
1.0
0.5
0.0
1 2 3 4 5

Not at all well: 1 0 0%
2 0 0%
3 0 0%
4 0 0%
Extremely well: 5 3 100%

How well does this employee solve problems independently?

2.0

1.5

1.0

0.5

0.0
1 2 3 4 5

Not at all well: 1 0 0%
2 0 0%
3 2 66.7%
4 1 33.3%
Extremely well: 5 0 0%
How proactive is Joseph in resolving issues?

2.0

1.5

1.0

0.5

0.0
1 2 3 4 5

Not at all proactive: 1 0 0%
2 0 0%
3 0 0%
4 2 66.7%
Extremely proactive: 5 1 33.3%

How well does Joseph handle criticism of their work?

2.0

1.5

1.0

0.5

0.0
1 2 3 4 5

Not at all well: 1 0 0%
2 0 0%
3 2 66.7%
4 1 33.3%
Extremely well: 5 0 0%

Please list any particularly noteworthy strengths of Joseph as an employee.
Very energetic. Fun to work with. High quality of performance
Easy­going and determined employee
Motivating and fun to work with. Hard worker. Intellectual and intelligent.

Please list any particularly areas of improvement for Joseph as an employee.
Can lose focus or get distracted occasionally.
Can sometimes be a perfectionist
Sometimes he can have 'blonde' moments
Appendix 3 Entry-Level Job Advertisement (Advertising)

1: Internship Position

Relevant skills I possess:
• Drive to learn about
creative advertising
• Organisational skills
• Enthusiastic attitude
• Communications skills
• Experience with creative
suites (Prezi, Keynote)
• Driver’s licence

Skills to improve:
• Abstract creativity

 Mid-Senior Level Job Advertisement (Advertising)

2: Account Director

Relevant skills I possess:
• Tertiary experience
• Experience with advertising
campaigns online/electronic
• Base understanding of media
buying/planning
• Emotional intelligence with
great interpersonal skills
• Moderate project management
skills

Skills to improve:
• Financial management
• Experience leading large
accounts
• Knowledge with Gantt
charts/ASANA/Basecamp
• Industry experience (creative,
advertising or digital)
 Mid-senior level job advertisement (Internet Publishing &
Liquor Retailing

 Entry Level job advertisement (Internet Publishing & Liquor Retailing)

These advertisements are examples of appropriate entry-level roles to gain necessary

experience required for an internet publishing or liquor retailing branding job. Skills required in
these roles include: strong communication skills, superior consumer and trend
knowledge, organisational skills and creative/insight development skills.
Out of the above skills, my strengths include having strong communication/leadership skills
and competent organisation skills to be able to manage various projects. I am in most need
to develop the habit of following and understanding consumer trends and building
creative skills to be able to think abstracty.
 JOSEPH CIRILLO

25243764
15 Kubis Drive
Ringwood North, VIC 3134
Mob: 0425 826 545
Email: jgcir1@student.monash.edu
OBJECTIVE
KEY QUALITIES To develop and improve
// Critical and analytical thinking strategic marketing skills
(specializing in a B2C market)
// Accountable and self-driven
through practical experience in
// Business/personal leadership experience a graduate role.
// Creative and lateral insight development

// Risk management

// Concerned with ROI

// Engaged and enthusiastic

// Strong verbal and personal communication skills

// Budgets and planning Jgcir1@ 0425826545

student.monash.edu
// Resource Management

// Personable and easy-going

EDUCATION
Bachelor of Business (Marketing) | 2017 |
Monash University (Caulfield)
GPA: 3.150
LEADERSHIP WAM: 75.645 - Distinction average

§ Certificate IV in Leadership Victoria Certificate of Education | 2012 |

(2016) Whitefriars College (Donvale)
§ Co-managed signed artist Sonder ATAR: 90.5
(2012-2016) Performing Arts Captain
§ Hospitality Leadership
§ Music mentoring and tuition
 WORK EXPERIENCE
Team Leader | Salsa’s Doncaster | 2013-2016
Helped run and manage the Doncaster Salsa’s retail store (food). I worked here for 3 years and 6
months.

• Customer Service: Responded and dealt with all customer queries and complaints at registers,
lay-by counters and on retail floor.
• Cash management: Practiced and ensured meticulous management of cash and assets through
counting and recording.
• Stock control and ordering: Managed floor stock and ensured ordering was accurately delivered
when necessary.
• Recruitment and Training: Directed recruitment and training of new and existing retail staff
through the use of an online portal as well as head-office meetings.

Co-managing / Performer | Sonder | 2010-2016

Co-managed signed music artist “Sonder; performing as a vocalist and guitarist around Australia
and overseas.

• Digital marketing: Ran digital campaigns using social media (focusing on Facebook, Twitter &
Instagram) as well as other online platforms including YouTube and website design.
• Promotional and content marketing: Created different visual and audio content (using Final Cut
Pro X and other software) to publish regular interactive content to build social media
engagement and create a long-lasting relationship with consumers.
• Events: Managed and promoted various projects and events to maximize attendance, revenue
and engagement with consumers.
• Product, packaging and pricing design: Designed, produced and directed the manufacturing of
different merchandises; including audio, apparel, fashion accessories, posters, etc. Used product
bundling to incentivize purchase and repeat purchase.

2
PROFESSIONAL REFEREES

| Henry Le |
Owner
Salsa’s Doncaster
Collingwood
0423 086 069

| Teresa Santilli |
Leadership Tutor
Teresa Santilli Consulting
Contact details at request

Joseph Cirillo
15 Kubis Drive
Ringwood North, VIC 3134
Mob: 0425 826 545
Email: jgcir1@student.monash.edu