Assessment I - Digital Communication READY - Carlos D

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T-1.8.1_v3
	Details of Assessment
	Term and Year
	1, 2022
	Time allowed
	7 weeks
	Assessment No
	1
	Assessment Weighting
	100%
	Assessment Type
	Direct Questioning and Report
	Due Date
	Week 7
	Room
	Zoom
	Details of Subject
	Qualification
	BSB40820 Certificate IV in Marketing and Communication
	Subject Name
	Digital Communication
	Details of Unit(s) of competency
	Unit Code (s) and Names
	BSBMKG437 Create and optimise digital media
	
	BSBMKG442 Conduct e-marketing communications
	Details of Student
	Student Name
	
	College
	AAI (PERTH)
	Student ID
	
	Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source. I acknowledge that I understand the requirements to complete the assessment tasks. I am also aware of my right to appeal. The feedback session schedule and reassessment procedure were explained to me.
	Student’s
Signature: ____________________
Date: _____/_____/_________
	Details of Assessor
	Assessor’s Name
	DADUL BHUTIA
	Assessment Outcome
	Assessment Result
	|_| Competent |_| Not Yet Competent 
	Marks
	 /100
	Feedback to Student 
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
	
	Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student.
|_| Student attended the feedback session.
|_| Student did not attend the feedback session.
	Assessor’s 
Signature: ___________________
Date: _____/_____/________
	Purpose of the Assessment
	The purpose of this assessment is to assess the student in the following learning outcomes:
	Competent 
(C)
	Not Yet Competent
(NYC)
	BSBMKG437 Create and optimise digital media
	1.1 Identify measurable impact objectives for digital media
	
	
	1.2 Analyse existing online and offline channel data for insights and gaps in engagement and expectations
	
	
	1.3 Identify tools and technologies accessed by customers
	
	
	1.4 Establish audience engagement characteristics, expectations and responses
	
	
	2.1 Use technology to create a deliverable according to task and organisational requirements
	
	
	2.2 Develop strategies for rapid real-time response, and changes
	
	
	2.3 Model channel interaction options
	
	
	2.4 Test interaction with target groups
	
	
	2.5 Adapt deliverable according to test outcomes and verify with relevant personnel
	
	
	3.1 Collate digital data on customer engagement, conversations and conversions
	
	
	3.2 Moderate data to identify exceptions from agreed performance
	
	
	3.3 Document issues and recommendations to improve further digital media optimisation
	
	
	BSBMKG442 Conduct e-marketing communications
	1.1 Identify legal, ethical and organisational frameworks related to task requirements
	
	
	1.2 Identify existing electronic advertisement methods according to task requirements
	
	
	1.3 Select media for electronic advertisements according to organisation’s e-marketing strategy
	
	
	1.4 Select e-marketing platforms for advertisement according to task requirements and organisational policy
	
	
	2.1 Use e-marketing platform for electronic advertisement according to e-marketing objectives
	
	
	2.2 Confirm that e-marketing meets all task specifications
	
	
	2.3 Present electronic advertisement on e-marketing platform to management prior to finalisation
	
	
	3.1 Monitor transmission of electronic advertisement and rectify errors or omissions
	
	
	3.2 Evaluate e-marketing advertisements against measures of effectiveness and record outcomes according to organisational requirements
	
	
	3.3 Plan for improvements to e-marketing strategies
	
	
	 Assessment/evidence gathering conditions
	Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student can only achieve competence when all assessment components listed under “Purpose of the assessment” section are recorded as competent. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
	Resources required for this Assessment
	1. Computer with relevant software applications and access to internet
1. Weekly eLearning notes relevant to the tasks/questions
	Instructions for Students
	Please read the following instructions carefully
· This assessment has to be completed |X| In class |X| At home
· The assessment is to be completed according to the instructions given by your assessor.
· Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within two weeks of the assessment due date. All other feedback will be provided by the end of the term.
· Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency. 
· If you are not sure about any aspects of this assessment, please ask for clarification from your assessor.
· Please refer to the College re-assessment for more information (Student Handbook).
Assessment Summary
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. 
You are to complete all tasks by the due date and assessments must have a coversheet attached. 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 Not Yet Competent (NYC) result.
Writing your responses
When answering questions, ensure that your answers are detailed enough for the assessor to draw a conclusion that you have the knowledge and/or skills to demonstrate competency. Handwritten answers will not be accepted. When producing reports, ensure that your assessment contains the cover 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 is copying someone else’s work or ideas and saying that it your own work. Sources of work must be properly referenced, outlining the source of your ideas. Penalties may include having to resubmit the assessment task again
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
· complete all the questions and tasks listed in the Student Assessment 
· your responses to the questions and tasks must be relevant, accurate and specific 
· submit your completed Assessment to your Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must provide citation.
MARKING GUIDE
	TABLE OF CONTENTS
	PAGES
	Marks Allocated
	Marks Received
	Task 1
	
	4
	
	Task 2
	
	3
	
	Task 3
	
	8
	
	Task 4
	
	10
	
	Task 5
	
	10
	
	Task 6
	
	10
	
	Task 7
	
	10
	
	Task 8
	
	5
	
	Task 9
	
	10
	
	Task 10
	
	10
	
	Task 11
	
	5
	
	Task 12
	
	5
	
	Task 13
	
	5
	
	Task 14
	
	5
	
	Total
	100
	
PART A (25 Marks)
SIMULATED WORKPLACE CASE – HARVEY NORMAN 
Task 1: Online banner advertising and outdoor display advertising both use images to increase sales. In planning, both need to consider placement to be seen by their most likely audience. What are the key differences? (4 marks)
The main keys for marketingin this situation are derived from the avatar of the public that we want to reach. For this reason, characteristics such as gender, age, location of the public, monetary capacity and consumer tastes are specified. In addition, to follow a multi-stage marketing plan to ensure repeat advertising in a more specialized segment. For this, the selection of the public to choose for advertising is also important, focusing on the different social networks for more specific markets or through Google ads in more generalized cases. In this way, with the previous market analysis, it can be established if your target audience has the tendency to spend more time watching Facebook, Instagram or in which social network or web page it is found more frequently, optimizing the advertising process.
Task 2: Why is display advertising an effective acquisition channel? (3 marks)
According with TechFunnel Contributors “Display advertising is seen as an effective acquisition channel because every business needs to get the attention of every customer. It’s important to create solutions to get a consumer to buy a product and also make sure that they come back again the next time around. After all, customer loyalty is one of the important aspects to having a good brand for your business.” (2020)
Task 3: Go to www.harveynorman.com.au and complete the following tasks (2 marks each)
a) What advertising can you identify on the front page of the website?
b) What products are advertised and how are they advertised?
c) Which marketing channels do Harveynorman use?
d) How do you think the website measure the effectiveness of their campaigns?
A) Harvey Norman use advertising on their cover through promotions and benefits.
B) Harvey Norman advertise and promote all kinds of electronic devices and products for the home.
C) Harvey Norman and this type of web pages use sales channels through direct advertising to the final consumer on social networks and also through their already positioned web page.
D) It is quite possible that Harvey Norman measures his effectiveness in advertising by the volume of actual sales generated by each of the channels. Thus, it is important to have a very precise measurement tool.
Task 4: Find one other advertisement from the website and analyse the advertisement in terms of (2 marks each)
a) Target market segment
b) Marketing mix
c) Branding and positioning
d) Design
e) Overall effectiveness
One of the advertisements that we find on the website is the gift of a gift card of 150 dollars for a purchase of one of the different products.
Initially, it is the sale of an air conditioner, for which you can receive an additional benefit in the form of a gift card.
A) For this reason, the Target market segment is adults with their own or leased property and who have previously looked for products for remodelling or directly air conditioners. With this advertising, you manage to offer the product and the incentive of the card provides greater motivation to the customer.
B) In this opportunity, digital marketing is mixed through advertisements on the website, and also the use of promotions.
C) In terms of branding and positioning, the purpose of the ad is to generate customer loyalty and recurrence, since the gift voucher encourages purchases greater than this amount on the next visit to the website.
D) The design is simple, minimalist and has the necessary information, with a photo of the product and its qualities, in addition to the gift voucher on the right side.
E) The effectiveness in this case can be very positive, it provides clear and precise information, as well as a bonus as an incentive for the confirmation of the purchase. In addition, this ad appeared when entering the catalogue section where all kinds of similar products are found.
PART B (75 Marks)
Note: The organisational details used in this assessment have been sourced (and to some extent paraphrased) from the organisation’s website and other relevant documents of the organisation. The information used here is solely for educational purpose.
Case Scenario
There are many support services and products aimed directly at students studying in Australia. Christina Chun’s education tech start-up 1scope turned some heads earlier this year after it locked in $1 million in seed funding while the platform was still in beta — an achievement Chun said was hinged on advice from several advisors, including an Atlassian executive. The social enterprise start-up has since launched out of beta, with Chun and her team moving into offices in Sydney’s Barangaroo district. The goal is to get 34,000 Australian students on the platform to help them access training, work experience, and job opportunities. The platform allows students aged 12-25 to search and apply for all skill building opportunities that are provided by top companies, start-ups, charities, universities and government bodies. Opportunities include work experience, conferences, scholarships, workshops and much more. 
How does the platform work for its users?
1Scope allows students to establish a profile as well as search, apply for and evaluate professional development opportunities including training programs, conferences, scholarships and competitions. The process is done via a secure end-to-end platform, which verifies students and institutions.
From the student perspective, the platform is a search, browse, evaluation and application tool. From the institutional perspective, it is an opportunity management program to improve operational efficiency as well as a data analytics platform that reveals student behaviours in respect of their programs.
What pain points does the platform address?
 Students are currently inhibited by a lack of knowledge about what’s available to them outside of formal channels. Current systems are ad-hoc and imperfect, which often results in students going into jobs/programs purely at the suggestion of a friend, relative or teacher rather than with a first-hand insight into a career in that field.  The result is an unnecessary changeover of students across courses and higher drop-out rates from high school, university or TAFE, than would be the case if students were better informed and experienced.
1Scope resolves this by allowing all students with a simple web connection to access a single secure platform which contains all opportunities available to them. This empowers them to have direction and expertise in the areas they wish to explore, prior to, and following graduation. We hope this will facilitate them in developing a career and education path earlier, rather than later when it may be too late.
For employers, 1Scope will help to equip students with the right education and skills for their jobs and more efficient allocation of their resources.
For institutions (companies, universities and NFPs), they simply need to create an account and a company profile. From here, the 1Scope team will work closely with them to understand the opportunity to be delivered, develop a project scope to increase the value to be provided on the platform, and further assist them along the way where needed. We are committed to bringing on board all youth-related programs across Australia and by working with key stakeholders, measure outcomes that can be used to drive program improvement, the development of new programs, or to simply facilitate decision making moving forward.
Their Business Model
Currently in beta phase, so right now, 1 Scope is free for students, not for profits and corporates to use.  We will always be free for students, but we were developed to operate for a profit. We are currently determining the right revenue model for corporates and not for profits to make their opportunities available on the platform.
What attracted Aqualand Capital to 1Scope?
The potential of 1Scope to make a difference to the adults of tomorrow by filling a gap in the market in creating opportunity for today’s students to access opportunities to develop their skills beyond their traditionalschool and university education.
How $1 million investment will be used?
a) building a platform that can more effectively match students to opportunities, and 
b) working closely with companies so they can more effectively promote and manage their opportunities. To do this, they are constantly on the ground with our users and customers, from understanding their needs to solving their problems. The $1m investment will go towards fulfilling technology needs (development, servers and research) as well as business development.  Our focus for the next 6 months is to build out the desktop/web version, but an app is definitely in the works.
How many users does 1Scope have so far?
Only in beta phase but currently we have the support of around 10 of Australia’s leading corporates and businesses including Morgan McKinley, Microsoft and Bendelta who are all making their opportunities available on the 1Scope platform.  1Scope also has the support of some of Australia’s leading Universities and education providers including the University of NSW, the University of Newcastle and Open Learning Global.  Currently we have approximately 3000 students subscribed to the platform. Our aim is to grow this to approximately 35,000 within our first year.
What’s been the response to the beta version?
The response so far to both the 1Scope vision and also the platform has been incredibly positive.  From a platform perspective we are continuing to refine, rather than seeing a need for any major changes at this time. We’re also using this beta time to work with customers to determine an appropriate revenue model that we can put into place from launch.
Relevant and important links regarding the case:
1) https://1scope.com/
2) https://1scope.com/media
3) https://1scope.com/blog
4) https://www.smartcompany.com.au/startupsmart/news/sydney-edtech-startup-1scope-secures-1-million-in-funding-while-still-in-beta/
Task 5: Develop a product or service that you would offer to Australian students. Do not choose an existing product or service. (10 Marks)
a) Describe your product or service in details (5 Marks). 
b) Create an organisational chart and identify potential points of integration for marketing communications and technological convergence within the organisation. (5 Marks).
A)One of the most important topics in the lives of all human beings is love, for this reason, one of the services that will be offered in this case will be a matchmaking platform for people interested in long and lasting relationships, focusing on the university population. which will be a requirement to make the matches, being thus, an application that will manage a software that allows generating a percentage rate in the things that one person is looking for from another. For this, identity verification filters will be carried out on each of the users and for a monthly subscription, matches will be made with people interested in long and non-ephemeral relationships. This application would be the opposite of the pages or social networks that seek to present people in mass, in this case, you will only have access to meet people who fit 85% of similarity or congruence with another, thus being an effective service. and that at the same time, offers various services such as psychology, support in relationships and counselling.
B) 
Note: All the following tasks will be based on the product/service you have developed in Task 5
Task 6: Develop an electronic advertisement for your service or product. (10 Marks)
This can be:
· A banner advert
· An email advert
· A display advert for a social media site
 
Ensure that:
· Your brand and product name is clearly displayed. 
· The advertisement uses the appropriate design elements. 
· Mention how design elements communicate the desired image, features and benefits of the products or services, and suit the characteristics of the chosen media. – any sound, animation, fonts or graphic enhance the content of the advertisement and do not distract from the message.
· Identify necessary legal and ethical requirements (codes of practice, confidentiality, cultural expectations and influences, ethical principles, legislation, policies and guidelines, privacy, regulations, social responsibilities e.g. protection of children, environmental considerations, societal expectations.) apply to your advertisement or not. If yes, clarify them at the end of your advertisement. Please communicate with the trainer for assistance if you are unaware about legal requirements of your product/service.
Task 7: Identify and discuss your target market (primary and secondary target market). Also explain the role of role of the client/customers within the convergent environment (10 Marks)
Our main clients are university students, single, who find it difficult to find a stable partner and are looking for a lasting relationship.
Our second target market is people who are antisocial or who have a hard time making friends and who are looking for psychology or support services to teach them how to generate authentic and healthy relationships.
The client will be essential, having a large database and a constant flow of users will allow better feedback and a better functioning of the matchmaking system, since, the greater the amount of information, the more precision and probability there is of generating encounters with a great similarity percentage.
Task 8: Conduct a SWOT analysis of your product (5 Marks)
	Strengths:
INNOVATIVE IDEA IN THE MARKET.
EASY POSITIONING IN THE MARKET.
RECURRING CUSTOMERS MONTHLY.
INCOME FROM DIFFERENT SOURCES.
	Weakness:
NEED FOR A GREAT FLOW OF MONTHLY CUSTOMERS.
POSSIBILITY OF FAILURE IN RELATIONSHIPS.
LARGE INVESTMENTS IN SOFTWARE AND ADVERTISING
	Opportunities:
HUGE EXPANDING MARKET.
NUMBER 1 COMPANY IN AUSTRALIA.
COMPLETELY VIRTUAL COMPANY.
POSSIBILITY TO GENERATE PHYSICAL POINTS.
	Threats:
ADOLESCENT TENDENCY TO SEEK SHORT RELATIONSHIPS.
DIFFICULTY IN MAKING RELATIONSHIPS LAST DUE TO THE SUBJECTIVITY OF THE SUBJECT.
Task 9: Develop customer centric and customer empowering process (10 Marks)
For the customer centric and customer empowering process, the Facebook and Instagram pages will be used mainly, in addition to the notifications in the application section, in this way, they will obtain all the relevant information. In addition, all the subscription information will be provided through the application before making the purchase, where the benefits and obligations with the client are indicated.
Task 10: Discuss your marketing communication strategies and outline a system for unified messaging that could be used to communicate with clients. Assess your organisation’s/team’s resources, skills, capacities and personnel for the viability of implementing such a system. You may check any current system of unified messaging that is in place, where one exists. (10 Marks)
As for the marketing channels, it will be directly through social networks, no type of old system such as television, radio or physical advertisements will be implemented, because due to the trend of addiction to social networks of young people, they are a perfect market and medium for direct advertising.
Regarding the messaging system, electronic mail will be used, due to its facility to transmit information to all clients and redeem advertising to all university students. In addition, due to their status as students, generally in all universities an email is needed to make applications through this means, thus being an ideal means where advertising and news would not disappear.
Task 11: Discuss your feedback collection methods from clients electronically so that it is easier to execute and monitor. Describe your recommendation for a tool/technique that is fit for this purpose. (5 Marks)
The easiest method of collecting feedback is through a survey at each of the matchmaking stages in the same app. small satisfaction surveys of a maximum of 5 questions will be carried out in each of the stages, registration,matching and follow-up stages, thus, 15 questions where each of the company's processes will be evaluated and being compiled on the same basis. mobile application data.
Task 12: Discuss your marketing channels which will be effective in empowering clients and responding rapidly to client’s perspectives (5 marks)
Through direct messages, doubts and concerns will be answered as soon as possible, for this, through a commercial advisor who will be in charge of the publications and the comments section of Instagram, Facebook and twitter, generating a community based on the communication.
Task 13: Discuss your tool to measure the effectiveness of the advertising campaign. Examples it could be (likes on your Facebook page, increase in sales, customer satisfaction survey, inquiry forms and opinions on Facebook page). (5 Marks)
The tools that we will use to measure the advertising results will be the interactions in stories and Instagram posts initially, in this way we will see the effectiveness to create a loyal community of followers. Besides, the number of new users and registrations in the application will be the easiest tool that will allow us to evaluate the marketing results.
Task 14: Outline your organisation’s policy/procedure/protocol for maintaining contact with business networks and clients. Also identify which regulations apply to marketing communications in NSW and what are some of the impacts of legislation, regulations and policies on the convergent environment (5 Marks)
The process of contact and fidelity of the company with customers will be through publications of relevant information on behaviour in human relations, on the different services, tips when using the applications and promotions and discounts in the application as well as different improvements to be made. In this way, we will keep the community constantly interacting with a branding and marketing plan of 3 to 4 weekly publications that will be controlled through a grid with specific monthly objectives focused on customer growth, sales or positioning.
Reference and Appendix:
Fontanella, C. (2021, June 15). What Is Customer Empowerment and How to Achieve It With Your Customer Service Team. ClontFont. https://blog.hubspot.com/service/customer-empowerment#:%7E:text=Customer%20empowerment%20is%20the%20process,closer%20to%20achieving%20their%20goals.
NI Business Info. (n.d.). Key elements of a successful marketing strategy | nibusinessinfo.co.uk. https://www.nibusinessinfo.co.uk/content/key-elements-successful-marketing-strategy
Norman, H. (n.d.). Harvey norman. Harveynorman.Com.Au. https://www.harveynorman.com.au/catalogues/current-catalogue
Writer, T. (2020, July 30). Display Advertising 101. Techfunnel. https://www.techfunnel.com/martech/what-is-display-advertising/#:%7E:text=Display%20advertising%20is%20seen%20as,again%20the%20next%20time%20around.
Digital Communication - Assessment 1 v1 Last updated on 12/7/2021	Page 18