Reference no: EM133550072

Design and develop marketing communication plans

Assessment 1 - Short Questions

Question 1
Outline the five key features or characteristics that marketing communication plans must possess to be effective.

Question 2
Define the purpose statement of a marketing communication plan.

Question 3
Define target audience of a marketing communication plan. Include the meaning of the term and broad description of receivers of the marketing communication in your definition.

Question 4
List the five components of the analysis of product or service which must be included as part of the marketing communication plan.

Question 5
Answer the following questions about legal and ethical constraints relating to marketing communication plans.

a. In your own words, briefly explain the difference between legal constraints and ethical constraints.
b. Identify at least two legislations relevant to marketing communication plans. For each identified legislation, give an example of a legal constraint enforced on marketing communication plans in your own words.
c. Identify at least two codes of practice relevant to marketing communication plans. For each identified code of practice, give an example of an ethical constraint placed on marketing communication plans in your own words.

Question 6
Complete the table below.
a. List the three main functions of marketing communication.
b. List the four main categories of media vehicles.

Assessment 2-Practical Assessment

Task 1: Prepare Marketing Communication Plan Information
ASSESSMENT INSTRUCTIONS
This task will require you to identify elements of a marketing communication plan based on client and product information required to conduct a marketing project or undertaking.
Client can be internal or external to the organisation depending on your workplace context.

To complete this task, you must:
• Identify at least one marketing project or undertaking that would require the development of a communication plan for an internal or external client.
• Review documents and resources provided by the client for the product or service for which a marketing communication plan needs to be developed, such as:
o Marketing plan
o Marketing communication brief
• Obtain client and product information from the documents and resources provided by the client, including information on:
o Branding positioning
o Organisational objectives and strategic direction
o Sales
o Segmentation
• Identify elements of marketing communication plan information based on product and client information, including:
o Purpose statement
A concise statement of the final aim or goal of the marketing communication plan.
o At least two objectives
SMART results that the marketing communication plan must achieve.
o At least two expectations
Essential requirements or constraints of the marketing communication plan.
o Budget
The overall funding available for the marketing communication plan.
o Timeline
Target deadlines and timeframes for key milestones.
o Target audience
The intended recipients of the marketing communication. These are primarily the customer segments which are identified as prospective buyers. Target audience is identified from the segmentation information provided in the client brief.
• Analyse product or service based on information obtained, to understand:
o Definition of product or service
o Key features and benefits
Key features are special characteristics of the product or service, while benefits refer to the advantages or helpful effects of the product or service.
o Market need
The functional or emotional needs of prospective customers which the product or service hopes to serve.
o Differentiating factors
Differentiating factors distinguish the product or service from competitive offerings in the marketplace.
o Unique selling proposition (USP)
USP is the core reason why the target audience should buy the product or service.
• Determine key messages to be delivered by the marketing communication plan, through exploration, analysis of product or service and critical thinking.
• Complete the tables in the following pages with the marketing communication plan information identified.
• Confirm the identified marketing communication plan information with relevant stakeholder from client organisation.
Relevant stakeholder refers to individual or groups representing internal or external client organisation.
ReviewSimulated Workplace Project Task 1 - Assessor's Checklist before starting this task. This form outlines the following:
• Resources you are required to access to complete the task.
• All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit your workbook responses to your assessor before starting with the next task. Include the client and product information obtained, including client briefs, as supplementary evidence.
You must also submit evidence of confirmation of marketing communication plan information by the client. Confirmation must be received by at least one stakeholder from the client organisation.
Evidence must be at least one of the following:
• Email correspondence
• Meeting minutes
• Video recording of the meeting conducted with the client
When using this as evidence, ensure to inform the client of the purpose of the recording before doing so.

Identify elements of marketing communication plan information from the marketing communication plan brief and other documents/resources provided by the client and complete the tables below. You will use this information to develop a marketing communication plan in Simulated Workplace Project Task 3.

Task 2: Conduct Market Research

ASSESSMENT INSTRUCTIONS

This task will require the learner to prepare and communicate a market research report to identify requirements for the marketing communication plan.
Use the Market Research Report template provided on Appendix section at the end of this assessment workbook.
To complete this task, you must:
• Identify research questions as relevant for the marketing communication plan based on information gathered from Simulated Workplace Project Task 1.
• Undertake research to address each identified research question. Research may include:
o Secondary research
Secondary research refers to compilation of data and information from existing sources in the public domain.
o Primary research
Primary research is gathering data and information directly from the source using techniques such as surveys, interviews, focus groups and observations.
Information provided in research must, at a minimum, include:
o Review of relevant federal and/or state/territory legislation, regulations and codes of practice.
o Review of qualitative and quantitative data collected to address research questions.
• Document research.
Digital technologies such as spreadsheets and word processing tools may be used to enter, organise and present data and information.

• Analyse research data and information.
Appropriate methods, frameworks or analytical software can be used to analyse the data and information collected from research.
• Identify the following based on market research conducted:
o At least two findings
Findings are results of the research and analysis undertaken.
o At least two outcomes, including legal and ethical constraints.
Outcomes are implications for the marketing communication plan.
• Prepare a market research report detailing the research and analysis conducted, outcomes and findings.
• Communicate the outcomes and findings of research to at least two relevant stakeholders.
Relevant stakeholders for marketing communication can either be external such as clients or suppliers, or internal to the organisation such as marketing managers, brand managers, product managers and supervisors.
ReviewSimulated Workplace Project Task 2 - Assessor's Checklist before starting this task. This form outlines the following:
• Resources you are required to access to complete the task.
• All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task.Use the Market Research Report template provided on Appendix section at the end of this assessment workbook.
Submit the completed market research report to your assessor. Include the spreadsheets and/or word documents used to document research as supplementary evidence.
You must also submit evidence of communicating outcomes and findings of research to at least two relevant stakeholders. Evidence must be at least one of the following:
• Email correspondence
• Meeting minutes
• Video recording of the meeting conducted with the stakeholder
When using this as evidence, ensure to inform the stakeholder of the purpose of the recording before doing so.

Task 3: Develop Marketing Communication Plan

ASSESSMENT INSTRUCTIONS
This task will require you to develop a marketing communication plan for your client using information gathered from Simulated Workplace

Project Task 1 and Simulated Workplace Project Task 2.
Use the Marketing Communication Plan template provided on Appendix section at the end of this assessment workbook.
To complete this task, you must:
• Identify relevant marketing communications mix options based on:
o The brief and other documents/resources provided by the client submitted as supplementary evidence in Simulated Workplace Project Task 1.
o Implicit and explicit voluntary constraints related to budget, legal and ethical requirements as identified from client briefs in Simulated Workplace Project Task 1 and outcomes and findings of market research undertaken in Simulated Workplace Project Task 2.
Marketing communications mix refers to the combination of methods or tools used to communicate with a target audience to influence their behaviour.

• Identify and compare advantages and disadvantages of marketing communications mix options based on the information gathered from client briefs in Simulated Workplace Project Task 1.
• Select the marketing communications mix.
• Establish success measures for marketing communication plan.
Success measures are key performance indicators (KPIs) to track the progress and determine success of the marketing communication plan after implementation. These will be contextualised to the selected marketing communications mix and aligned with the objectives of the marketing communication plan.
• Identify the following:
o Activities for each selected marketing communications mix option.
o Media vehicles for each selected marketing communications mix option.
Media vehicles are specific channels to carry the message to the target audience such as print media, broadcast media, outdoor media and digital media.
o Personnel assigned.
o Resources required.
o Date of implementation.
• Prepare draft marketing communication plan based on information outlined above.

ReviewSimulated Workplace Project Task 3 - Assessor's Checklist before starting this task. This form outlines the following:
• Resources you are required to access to complete the task.
• All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. Use the Marketing Communication Plan template provided on Appendix section at the end of this assessment workbook.
Submit the partially completed marketing communication plan to your assessor. Leave the budget proposal and timeline proposal sections of the template blank.

Task 4: Prepare Budget and Timeline Proposal

ASSESSMENT INSTRUCTIONS
This task will require you to develop a budget proposal and a timeline proposal to be incorporated in the draft marketing communication plan developed in Simulated Workplace Project Task 3.
To complete this task, you must:
• Prepare a budget proposal using organisational procedures such as:
o Marketing budget template
o Spreadsheets
Budget is a formal process of planning, monitoring and evaluating expenditure on the activities pertaining to marketing communication.
• Collate and interpret numeric data to analyse trends data and develop targets for the budget.
• Prepare a timeline proposal such that all tasks in the marketing communication plan are planned, organised and implemented to achieve outcomes with an awareness of client requirements.
Timeline is the master calendar that organises the marketing communication plan and provides a clear chronology and schedule to be followed for starting and completing all activities included in the plan.
• Incorporate budget and timeline in corresponding sections of the draft marketing communication plan developed in Workplace Project Task 3. Revise version history of the document.
ReviewSimulated Workplace Project Task 4 - Assessor's Checklist before starting this task. This form outlines the following:
• Resources you are required to access to complete the task.
• All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the completed marketing communication plan to your assessor. Include the collated numeric data and the organisational procedure document used to prepare the budget proposal as supplementary evidence.

Task 5: Present Marketing Communication Plan

ASSESSMENT INSTRUCTIONS
This task will require you to present the marketing communication plan updated in Simulated Workplace Project Task 4 to the client.
You will be assessed on your practical skills to use effective and persuasive communication techniques.
To complete this task, you must:
• Present the marketing communication plan updated in Simulated Workplace Project Task 4 to the at least relevant stakeholders of client organisation.
Relevant stakeholders must be the same personnel consulted to communicate outcomes and findings of market research in Simulated Workplace Project Task 2.
• Seek feedback relevant stakeholders of client organisation to identify at least two areas of improvement for the marketing communication plan.
ReviewSimulated Workplace Project Task 5 - Assessor's Checklist before starting this task. This form outlines the following:
• Resources you are required to access to complete the task.
• All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit evidence of presentation of marketing communication plan to at least two relevant stakeholders.
Evidence must be at least one of the following:
• Email correspondence
• Meeting minutes
• Video recording of the meeting conducted with the stakeholders
When using this as evidence, ensure to inform the stakeholders of the purpose of the recording before doing so.

Task 6: Finalise Marketing Communication Plan

ASSESSMENT INSTRUCTIONS
This task will require you to update and finalise the marketing communication plan according to feedback received in Simulated Workplace Project Task 5.

To complete this task, you must:
• Update and finalise the marketing communication plan according to feedback received from stakeholders in Simulated Workplace Project Task 5.

• Outline the modifications done in the version history of the marketing communication plan document.ReviewSimulated Workplace Project Task 6 - Assessor's Checklist before starting this task. This form outlines the following:• Resources you are required to access to complete the task.

• All criteria your submission must address to satisfactorily complete this task.Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.