BSBMKG418 Develop and Apply Knowledge of Marketing

Communication Industry

Student name : Muhammad Taiyib Bin Khairani

Student ID Number :
 Assessment Task 1 – Written Questions

Unit: BSBMKG418 Develop and Apply Knowledge of

Marketing Communication Industry Assessment task number: 1

Student name: Muhammad Taiyib Bin Khairani

Student number:

Date of submission: Number of pages:

Assessor to Complete

Satisfactory/ Was this a Re-

Not Yet submission?
Assessment Task Satisfactory Date Y/N

Written Questions

Student declaration

I Muhammad Taiyib Bin Khairani _

declare that this task is my own work.

☑ None of this work has been completed by

any other person.
☑ I have not cheated or plagiarised the work
or colluded with any other student(s).
☑ I have correctly referenced all resources
and referenced texts throughout this task.
☑ I understand that if I am found to be in
breach of policy, disciplinary action may be taken against me.
Student signature: __________________________________________________________________

============================================================================
Assessment Task 1 – Written Questions

Task 1 Assessment Items Trainer to

Complete

Student to Complete this Column S NYS

Question 01: List and briefly explain the traditional 4 Ps of the Marketing mix

Answer 01: …
 The 4P’s refers to the variables a company can manipulate to achieve its marketing goals,
which are: price, promotion, product, and place

Question 02: Describe what marketing channels do then describe the difference
between channels for end consumers and channels for business clients

Answer 02: …
 The product a business is selling
 The place where the product needs to be marketed
 How the product needs to be promoted
 The price of the product

Question 03: Discuss current issues affecting the marketing communications

industry.

Answer 03: …
 Search engine marketing – creating a website that appears in the top results when a
customer searches for key words.
 Telemarketing – this is done using the telephone, where a team follows up with anyone who
responded or were interested.
 Direct marketing – approaching a customer in person or through some form of
communication, such as a phone call, email or text message, or a letter posted to their
address.
 Marketing of goods and/or services –informing customers about new products or services,
and changes to an existing product or service, such as pricing, sales and discounts.
Question 04: Discuss current trends in the marketing communications industry.

Answer 04: …
 Big data
 Conversion rate optimization (CRO)
 Online display advertising
 Mobile marketing
 Online PR
 Search engine optimization (SEO)

Question 05: Identify three categories of industry and explain why these three
categories involve specific communication networks.

Answer 05: …
In the communication model described above, three types of communication can be used by either
the communicator in the initial transmission phase or the receiver in the feedback phase. These
three types are discussed next.

Oral Communication
 This consists of all messages or exchanges of information that are spoken, and it’s the most
prevalent type of communication.

Written Communication
 This includes e-mail, texts, letters, reports, manuals, and annotations on sticky notes.
Although managers prefer oral communication for its efficiency and immediacy, the increase
in electronic communication is undeniable. As well, some managers prefer written
communication for important messages, such as a change in a company policy, where
precision of language and documentation of the message are important.

Dealing with Information Overload

 One of the challenges in many organizations is dealing with a deluge of emails, texts,
 voicemails, and other communication. Organizations have become flatter, outsourced many
functions, and layered technology to speed communication with an integrated
communication programs such as Slack, which allows users to manage all their
communication and access shared resources in one place. This can lead to information
overload, and crucial messages may be drowned out by the volume in your inbox.

Question 06: Describe the operational environment for one of the categories you
mention in your answer to Question 05 above.

ANSWER 06: Social Media Environment

 Social media created many independent activists, and in terms of what they are, they are
essentially influencers who care a lot about the environment and talk about it and what they
do is pave the way for people to obtain more information about things related to the
environment. It is so easy to go viral, especially when using a growth service to
gain Instagram followers for example. The main reason why that is a positive thing is that it
increases environmental awareness around a certain community of people. It also goes to
show that people on Instagram are interested in meaningful topics such as how to better the
environment. They are not just laser-focused on negative issues or shallow topics like
beauty and entertainment. They care about real issues that affect our present-day and

current society.

Question 07: Define Marketing Plan and outline the main components of such a
plan.

Answer 07: …

 A marketing plan outlines a business's specific marketing strategy and includes

concrete actions to be taken and anticipated results. Marketing plans serve as
roadmaps for companies to execute and measure the marketing effort's results
over a specific period. There are different types of marketing plans, including:

 Paid marketing: Advertising and pay-per-click

  Social media marketing: Using different social media channels, such as
Facebook, Instagram, or Twitter
 Time period marketing: Campaigns used over a designated period
 Content marketing: Using original content to showcase a product or service
 New product or service marketing: Plan to showcase a product launch

Question 08: List and describe at least three current digital communication
technologies.

Answer 08: …

Email
 Electronic mail, known as email, is the sending and receiving of messages
electronically over the Internet. Email has been in use for over 25 years and is the
most widely used Internet tool. Email has evolved from being a fixed
communication tool between one computer and another and can now be accessed
via portable devices such as cell phones, MP3 players, tablets and more. This is
only made possible through the use of wireless internet cards built into these
devices. Email is a software technology that requires the use of a computer or
mobile device (hardware technology

Short Message Service (SMS)

 The term short message service is often referred to as texting. Texting is most commonly
used for short messages. However, with the use of software SMS can now be used from PC
to Cellphone, iPhone etc. SMS is a hardware technology that is used on a cellphone
however can be a software technology if used via a PC.

Multimedia Messaging Service (MMS)

 The term multimedia message service is often referred to as pxting. This is where a text
message is accompanied with an image, small video file or sound bite. This is a newer
technology and older cellphones may not be able to support MMS. MMS is also a hardware
technology.
Question 09: List and describe at least three current digital communication
platforms.

Answer 09: …
a. Dropbox- Dropbox is one of the most efficient and user-friendly cloud sharing
solutions. Teams can use Dropbox to better manage shared files, reducing the
need for email and improving the collaboration between employees. Integrate with
your intranet solution so team members can easily insert their content into a team
workspace with just one click. Content can then be uploaded into Dropbox and
visually displayed. A content search function is also included.
b. Google Workspace- Google Workspace's (formerly G Suite) secure collaboration
and productivity apps for businesses. It includes Gmail, Calendar, Drive, Docs,
Sheets, Slides, Meet and more. Because it’s web-based, G Suite works in most
browsers on any operating system. You also have a centralised administration
interface that makes setup and management of users fast and easy.
c. Microsoft 365- Microsoft is a productivity software for organisations and
individuals. With Microsoft 365 you have one integrated solution including Teams,
OneDrive cloud storage, and Office apps with advanced security options. Connect
it with your content management platform to easily browse, edit and save stored
documents directly from Microsoft Office. For example, the OneDrive Connector
allows you to easily access files and documents stored in OneDrive within your
intranet or portal solution. Open, comment on, adjust and save documents within
the browser using Office 365 integration. This platform facilitates much more
effective collaboration.

Question 10: List and describe at least three current digital communication
devices.

Answer 10: …
 desktop computers
 laptop computers
 mobile phones
 tablet computers
 e-readers
 storage devices, such as flash drives
 input devices, such as keyboards, mice, and scanners
  output devices such as printers and speakers.

Question 11: Outline key aspects of the current trends of marketing

communications, in particular in relation to diversification and globalisation.

Answer 11: …
There will be increasing complexity in consumer purchasing decisions
 Consumers use all kinds of media to make shopping decisions – from YouTube to Facebook
– and it’s becoming increasingly harder to put the people that buy certain products into a box
than it used to be. Consumer categories like mainstream, or high and low end, are starting to
disappear

Question 12: What are media strategies and why do media strategies change
when the mix of communication technologies changes?

Answer 12: …
 Changes in communication technology and instant access to information through tools such
as the Internet and social media (online communication among interdependent and
interconnected networks of organizations, people, and communities) explain one of the
reasons why integrated marketing communications have become so important.
 Consumers are also changing. With access to many sources of information and often an
interest in interactive media, consumers may collect more product information on their own.
Marketers must organize and assemble available information to build a consistent brand
message and make it relevant. With IMC, organizations can coordinate their messages to
build the brand and develop strong customer relationships while also helping customers
satisfy their needs.

Assessment Task 2 – Develop a Brief

Unit: BSBMKG418 Develop and Apply Knowledge of
Marketing Communication Industry Assessment task number: 2

Student name: Muhammad Taiyib Bin Khairani

Student number:

Date of submission: Number of pages:

Assessor to Complete

Satisfactory/ Was this a Re-

Not Yet submission?
Assessment Task Satisfactory Date Y/N

Develop a Brief

Student declaration

I Muhammad Taiyib Bin Khairani _

declare that this task is my own work.

☑ None of this work has been completed by

any other person.
☑ I have not cheated or plagiarised the work
or colluded with any other student(s).
☑ I have correctly referenced all resources
and referenced texts throughout this task.
☑ I understand that if I am found to be in
breach of policy, disciplinary action may be taken against me.

Student signature: __________________________________________________________________

============================================================================

Success College Australia is a thriving College offering a range of courses in business, marketing
and management.
Each time a course is advertised, the College develops an informative brochure to include on its
web site about the industry to give students both more information about the industry that they may
eventually find employment in, as well as help them in their decision as to whether to enrol in the
course.
 As Success College Australia has recently advertised a number of new courses in marketing
communication, your role as Marketing Officer is to develop the industry information brief for
inclusion in a brochure that will be available on the web site.

Research the industry in preparation for developing your industry information brief.

According to Project Atlas data Australia hosts the fourth largest number of international students in
the world after the U.S., the U.K., and China. Nearly 24 percent of Australia’s total higher education
enrollment is international, the most of any country in the world (and just ahead of the United
Kingdom, at 21 percent). Australia’s global market share has also risen over time – from 4 percent of
the world total in 2001 to 7 percent in 2017, much at the expense of the United States, also according
to Project Atlas.Overall, Australia is a net importer of students by a large margin with outbound
mobility being relatively modest by international comparison. According to UIS, the outbound mobility
ratio was only 0.8 in 2015, signifying that less than 1 percent of Australia’s tertiary-level students go
abroad to enroll in degree programs in other countries.

Inbound Student Mobility

Australia’s preeminence as a destination is often ascribed to the perceived high quality of the higher
education system, like the reputation of the U.S., the U.K., and Canada. More than 90 percent of
foreign students in Australia surveyed in 2016 cited the reputation of Australian education as a
reason to study in the country. The fact that English is the national language also plays a role. While
the country is anything but a cheap study destination, it is on average less expensive than the U.S.
and the U.K. and, by some measures, Canada, at least in terms of tuition and fees. The Australian
Government also proactively markets the country as an international study destination. In 2016, the
federal government launched Australia’s first formal national strategy designed to make the country
an even more competitive destination. The “National Strategy for International Education 2025”
includes objectives, such as ensuring competitive student visa regulations, improving student support
services, and strengthening intergovernmental partnerships, particularly in the Indo-Pacific region. At
the same time, Australia’s current backlash against immigration and increasingly stringent
requirements for those migrating to Australia may jeopardize these objectives. International students
already face increasing financial demands, most recently the requirement that they demonstrate
personal bank holdings of AUS$ 100,000 (US$ 75,650) for a six-month period in order to obtain a
student visa. In late 2017, the government also introduced new stricter English language
requirements for international applicants to Australian institutions.
 According to the Australian Government’s Department of Education and Training, there
were a total of 587,942 full-time fee-paying foreign students enrolled at Australian
institutions in degree and non-degree programs in 2017 – an increase of 13 percent
over 2016. Since a number of these students enroll in multiple programs, the total count
of foreign enrollments is higher and stood at 729,790 in 2017 (a 160 percent increase
since 2002).

The top five sending countries in 2016 were all in Asia: China, India, South Korea,
Thailand, and Vietnam. The top sender, China, had 196,315 total enrollments in
Australia in 2016, a nearly 16 percent growth from the year before and comprising
almost 28 percent of all international enrollments in the country. India accounted for
78,424 enrollments – an increase of 8.9 percent. The strongest growth in 2016,
however, was from Colombia (a 22.4 percent increase), Brazil (19.6 percent), Malaysia
(18.2 percent), Nepal (15.9 percent), and Hong Kong (10.3 percent).

Forty-three percent of all international students were enrolled in tertiary education

programs, while about 26 and 22 percent of students, respectively, were enrolled in
vocational-technical education programs and “English language intensive courses for
overseas students,” often known as ELICOS. The states of New South Wales and
Victoria, where the major cities of Sydney and Melbourne are located, host the most
international students by far.

Assessment Task 3 – Project

Unit: BSBMKG418 Develop and Apply Knowledge of
Marketing Communication Industry Assessment task number: 3

Student name: Muhammad Taiyib Bin Khairani

Student number:

Date of submission: Number of pages:

Assessor to Complete

Satisfactory/ Was this a Re-

Not Yet submission?
Assessment Task Satisfactory Date Y/N

Project

Student declaration

I Muhammad Taiyib Bin Khairani declare that this task is my own work.

☑ None of this work has been completed by

any other person.
☑ I have not cheated or plagiarised the work
or colluded with any other student(s).
☑ I have correctly referenced all resources
and referenced texts throughout this task.
☑ I understand that if I am found to be in
breach of policy, disciplinary action may be taken against me.
Student signature: __________________________________________________________________

============================================================================
For office use:

Assessment task received date and time: ______________________________________________

Signature of student services officer: __________________________________________________

The CEO at Success College Australia is concerned that the marketing communications just aren’t
hitting the required targets, he believes that the website could be much better and that the
Marketing Plan is outdated. The CEO has asked you, as the Marketing Officer, to conduct some
 research on known issues in the marketing communication industry and recommend new
integrated marketing communication strategies for the coming year's marketing plan.
Success College Australia's business plan refers to increasing international students by 1.2% in the
following year and the Marketing department's operational plan refers to increasing the skill set of
the marketing team to deal with the increasing technologies demand. Success College Australia is
currently using the following marketing communications strategies – web site (with SEO), Facebook
and Google Adwords.
You are required to present your proposed strategies to the CEO (your assessor) in a brief
meeting.

1. Develop your ideas for new integrated marketing communication strategies.

SEO (Search Engine Optimization)

SEO (Search Engine Optimization) is the process in which a website is created or enhanced to make
it more attractive to search engines such as Google, Bing and Yahoo. According to a 2011 study by
the firm Slingshot SEO found that the top organic result for a search received 18 percent of all the
clicks, and the first four results accounted for more than 40 percent of all the clicks. For the most
searched terms “top medical schools,” “best colleges,” or “best majors” for example—the competition
for being first is fierce among the school rankings publishers, the lead generation websites, and the
institutions. Institutions may have a better chance at ranking high for more specific, multiple-keyword
queries, known as “long-tail keywords.”

Facebook

It became an integral part of the “broader marketing discipline.” As its impact grows stronger, many
schools will fully transition their marketing efforts to this channel. Since people age between 17-27
years old use their Facebook as their main information so that the college should create the
Facebook to promote the school and courses.

Google AdWords
It helps get the school’s name and courses keywords up in the rankings. If the school wants to drive
the audience to the

Prepare a report to present to the CEO (your assessor) that addresses the following
information: A brief introduction to the College and an overview of the business and
marketing plan. This should be covered in approximately two-three paragraphs.

Success College Australia is established in 2010, it is a Registered Training Organization (RTO) that
provides training to students in business and management industry. Their main purpose is to provide
high quality training services to satisfy their students’ needs. Their training is already nationally
recognized and accredited to meet vocational and educational standards. The courses are designed
by highly qualified staff with an extensive industry and training experience to achieve teaching and
learning excellence, flexibility, and personal satisfaction. They built s good relationship with industry
and other stakeholders to ensure our courses are appropriate to the demands of our clients and
consistently meet their expectations. Their mission is about to provides high quality industry training
that engenders participation and achievement. Some of their value is to promote innovation across all
our business operations and embrace difference and diversity.

Their current business direction is to get people which is wishing to gain entry to the industry, as well
as people already working in business and management who want to formalize or develop their skills.
About the marketing strategies, Success College Australia make their decisions based on extensive
and continuous market research, targeting market segments and clients within industry They know
Students make their decisions based on the reputation of the organization, quality of courses, pricing,
employment options. They use College’s web site and Facebook as their marketing platform They
also develop the market share by targeting identified growth markets with planned, market
appropriate campaign employing a variety of promotional strategies and advertising mediums and
keep improving their website.

An overview of each issue identified and the proposed strategy to address it. Your strategy
must align to the information about the marketing plan, the business and operational plans.
Integrated marketing communication is about to ensures that all forms of communications and
messages are carefully linked together. So that they can work together in harmony. Because all of
these communications tools work better if they work together. How it can help Success College
Australia is when they combined all form of communication and messages it is easier for customers
(student) to access all information about Success College Australia. The student can find out
everything about them much easier with a good integrated marketing communication. So with a good
integrated marketing communication that means it is easier for everyone to gain information about
Success College Australia and that is how integrated marketing communications can help the
success of them.

A stakeholder analysis. Identify all stakeholders in the strategies you are proposing and
analyze the importance and influence of each.

The Success College Australia’s key stakeholders is consisting of people wishing to gain entry to the
industry, as well as people already working in business and management who want to formalise or
develop their skills. They are divided by four age groups from 15 to 19, 20 to 24, 25 to 44 and 45 to
64-year-old and the best way to communicating with the stakeholders is by improving their website,
maintaining effective and keep improving communication channels with all the stakeholders and also
ensuring a flow of timely and accurate information to facilitate effective planning and decision making
and the last one is they can provide face to face information session with all stakeholders

The CEO (your assessor) will provide feedback on your proposed strategies during your
meeting. Make the recommended changes to your report and submit it to your assessor.

Based on what I review, here is the best marketing communications activities:

a. Social media (Instagram, Facebook, twitter, YouTube, etc.)
b. Public transport
c. Billboard.

Dear Rita,

I have done my marketing communications briefing report for Success College Australia. Please
review them and let me know what your thought about it. Thank You

Sincerely
Sofea