Identify at least two characteristics of convergent

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Reference no: EM133664824

Marketing Research - Knowledge Assessment

Question 1
Complete the table below on the characteristics of convergent approaches used to communicate with the organisation's target market.
Identify at least two characteristics of convergent approaches used to communicate with the organisation's target market.
In your own words, briefly explain how each characteristic helps the organisation communicate with the target audience effectively.
Responses must be in 50 words or more.

Question 2
Complete the table below on the effect of convergence on traditional marketing approaches.
Identify at least two traditional marketing approaches.
In your words, briefly explain how convergence affects each approach used on traditional marketing.
Responses must be in 50 words or more.

Question 3
Complete the table below on the type of experts consulted in a convergent marketing solution.
Identify at least one example of each type of expert provided below.
In your own words, briefly explain how each identified expert can contribute to the convergent marketing solution.
Responses must be in 50 words or more.

Question 4
Complete the table below on the type of business networks consulted in a convergent marketing solution.
Ientify at least one example of individuals or entities that are part of each type of business network provided below.
In your own words, briefly explain how each identified individual or entity can use their expertise to contribute to the convergent marketing solution.
Responses must be in 50 words or more.

Assessment Overview

This workplace assessment requires you to develop and implement marketing communications in a convergent industry.
This assessment is divided into three tasks:
Task 1: Establish a Convergent Environment
Task 2: Prepare Convergent Tools and Techniques
Task 3: Implement Convergent Marketing Communications
You are required to complete the assessment tasks in an operational business environment. This can be a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
Each task comes with a set of instructions. You are to follow these instructions to complete the assessment. Each task will require you to submit completed workplace templates and/or any required documentation.
Before starting this assessment, your assessor will discuss with you these instructions, resources, and guidance for satisfactorily completing the tasks.
You are required to:
Complete the tasks within the time allowed, as scheduled in-class roll.
Establish a convergent environment at work
Identify objectives and task requirements for marketing communications
Consult with technology experts
Develop suitable convergent tools and techniques
Develop engaging messaging for suitable media channels
Implement convergent marketing communications in a convergent industry
Respond to customer perspectives
Maintain communication with experts and business networks

Task 1: Establish a Convergent Environment

ASSESSMENT INSTRUCTIONS
This task requires you to identify information to establish a convergent environment by collecting necessary marketing information.
STEPS TO TAKE
Access and review documents containing information on the following:
Information on the organisational convergent environment
Organisational policies and procedures on implementing marketing communications in the convergent environment
Regulatory requirements relevant to marketing across a convergent industry, including:
Legislation
Regulation
Establish information on marketing communications by identifying the following:
At least two objectives
Task requirements for each objective identified
Identify the following:
Requirements applicable to convergent industry, including:
At least one legislation
At least one regulation
At least one provison from each requirement identified
At least one organisational policy
At least set of organisational procedures

At least one traditional role of marketers in each of the following sectors:
Marketing
Advertising
PR
At least one customer group serviced by each traditional role identified
At least one workplace responsibility of each traditional role identified
At least one workplace role in a convergent industry with similar responsibilities to each traditional role identified
At least two roles of the customer in a convergent environment
At least two marketing solutions developed by the organisation that empower customers
At least two marketing solutions that support customer needs
Develop at least one customer message to achieve the marketing communications objectives.
Develop at least one workplace process for each of the following:
Empowerment of customers
Engaging messaging for customers across multiple distribution points
Document the identified information to prepare a marketing information summary.
Use your organisation's template for documenting marketing information, or you may use the Marketing Information Summary template provided at the Bounce Fitness site.

YOU WILL BE ASSESSED ON YOUR
Practical knowledge of the following in a convergent industry:
Workplace and customer roles
Customer-centric marketing solutions
Practical skills relevant to:
Establishing task requirements
Identifying the following:
Workplace and customer roles
Relevant legislation, regulations and organisational policies
Developing customer-centric marketing solutions

Task 2: Prepare Convergent Tools and Techniques

ASSESSMENT INSTRUCTIONS
This task requires you to identify and prepare suitable convergent tools and techniques to implement marketing communication.
STEPS TO TAKE
Access and review the the following:
Objectives and task requirements established in the marketing information summary document prepared in Workplace Assessment Task 1.
Organisational document containing information on existing convergent tools and techniques
Documents containing information on organisational budget allocation for implementation of convergent tools and techniques
Identify the following in the marketing communication environment:
At least two existing convergent tools
At least two existing convergent techniques
Application of each existing tool and technique identified in a convergent industry
Budget allocated for implementation of tools
Consult with technology experts to complete the following:
Seek advice on:
Suitability of each existing convergent tool and technique identified
Cost-effectiveness of each existing convergent tool and technique identified
Discuss the impacts of the following on identified tools and techniques:
Capacity in communications technology
Widespread use of mobile devices
Discuss the impacts of the following on convergent solutions:
Current technologies
Distributed services
Identify at least one change that needs to be made in each tool and technique

Select the following based on expert advice:
At least two suitable convergent tools
At least two suitable convergent techniques
Develop the selected convergent tools and techniques based on the advice by experts, by completing the following:
Modify or change tools and techniques based on expert advice
Identify at least two ways on using each tool and technique identified.
Document the details of the convergent tools and techniques selected.
Use your organisation's template for documenting the details on the convergent tools and techniques selected, or you may use the Tools and Techniques List template provided at the Bounce Fitness site.
YOU WILL BE ASSESSED ON YOUR
Practical knowledge of the various tools and techniques used in a convergent industry.
Practical skills relevant to:
Consulting with technology experts
Developing and using relevant convergent tools and techniques as per task requirements
ASSESSOR'S CHECKLIST
Before starting this task, review the Workplace Assessment Task 2 - Assessor's Checklist provided along with this workbook. This form lists the criteria your submission must address to complete this task satisfactorily.
YOUR ASSESSOR WILL
Organise workplace resources required for you to complete this assessment.
Advise you on the time and location of the assessment.
Discuss with you the requirements listed in the Assessor's Checklist prior to the assessment.
Address your queries and concerns regarding this task.
EVIDENCE TO BE SUBMITTED
After completing this task, submit the following to your assessor:
Tools and techniques list
Evidence of consulation with technology experts

Task 3: Implement Convergent Marketing Communications

Convergent media sectors are the various businesses that help share various formats of media to create an iterative or repetitive marketing communication environment with consistent messaging.
Identify at least one suitable media channel in each media sector identified, for marketing communication with the customer.
Implement the convergent tools and techniques identified in Workplace Task 2 across the identified media sectors by completing the following:

This task requires you to implement convergent marketing communications using the information gathered, and tools and techniques developed.
STEPS TO TAKE
Access and review the following:
Marketing information summary prepared in Workplace Assessment Task 1.
Tools and techniques list prepared in Workplace Assessment Task 2.
Identify at least two convergent media sectors suitable to the marketing communications.
Convergent media sectors are the various businesses that help share various formats of media to create an iterative or repetitive marketing communication environment with consistent messaging.
Identify at least one suitable media channel in each media sector identified, for marketing communication with the customer.
Implement the convergent tools and techniques identified in Workplace Task 2 across the identified media sectors by completing the following:
Sequencing tasks in order of priority
Use the developed tools and techniques to achieve the objectives identified.
Use each identified media channel to get the customer message developed in Workplace Assessment Task 1 across
Identify at least at least one customer perspective from each media channel identified
Respond to each identified customer perspectives on identified media channels
Monitor the implementation of marketing communications, to complete the following:
Conduct at least one test for each tool and technique identified.
Review test results using data analysis software
Monitor each task in at least two instances
Note any changes or adjustments required in the tools and techniques based on the following:
Test results
Monitoring results

Identify at least two relevant personnel to communicate the changes or adjustments based on the monitoring results
Consult with the following to seek feedback on the implementation of marketing communications:
At least two industry experts
At least two business networks
Maintain communication records with each industry expert and business network consulted
Document the details of the implementation of convergent marketing communications.
Use your organisation's template for documenting the implementation of marketing communications, or you may use the Implementation Report template provided at the Bounce Fitness site.
YOU WILL BE ASSESSED ON YOUR
Practical knowledge of marketing communication convergence.
Practical skills relevant to:
Implementing convergent marketing communications
Responding to customer perspectives
Maintaining experts and business networks
ASSESSOR'S CHECKLIST
Before starting this task, review the Workplace Assessment Task 3 - Assessor's Checklist provided along with this workbook. This form lists the criteria your submission must address to complete this task satisfactorily.
YOUR ASSESSOR WILL
Organise workplace resources required for you to complete this assessment.
Advise you on the time and location of the assessment.
Discuss with you the requirements listed in the Assessor's Checklist prior to the assessment.
Address your queries and concerns regarding this task.
EVIDENCE TO BE SUBMITTED
After completing this task, submit the following to your assessor:
Implementation report
Evidence of implementation of marketing communications
Evidence of consultation with experts and business networks

Reference no: EM133664824

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