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Assessment – BSBMKG417Student Assessment WorkbookBSBMKG417Apply Marketing Communication Across aConvergent IndustryStudent Full Name:Thi Hien LeStudent ID:20180114Date Submitted:
Assessment Event: Crystal Apple SimulationYou will participate in a simulation centred on a contemporary jewellery chain, Crystal Apple. As the Brand Strategist, you will be responsible for establishing divergent marketing communication solutions within the convergent environment.Task 1: Identify the Convergent EnvironmentIn this task, you will review Crystal Apple’s requirements and set the groundwork for your convergent environment.1.1 Review and identify the role of the traditional siloed sectors to client requirementsInsert your responses here:Crytal Apple is an Australian retail chain specialized in enamel, gold and silver jewellery operating. Within thissiloed model, Crystal Apple has been communicating their brand message to their target markets using the following traditional media channels tto build their brand and drive traffic, such as print ads on trade magazines, tradeshow,sponsorship and TV spots. The channels are utilised on a scattered timeframe as standalone communication mechanisms. This is to continuosly communicate the brand message to target audience.Crystal Apple has an open-minded vision to change the traditional siloed approach in the position the organization’s brand as contemporary and quality but affordable. Increasing brand awareness through consistent and repeatable marketing communications and build brand loyalty through implementing cost-effective customer-centric convergent tools that involve digital technology. Moreover, Crystal Apple Simulation has educated target audience about the organization’s brand differentiators, increase customer retention rates and establish two way communication with customers which support mobile platforms. In addition, Crystal Apple Simulation has transformed the current siloed environment to an intergrated marketing communication environment and build cost-effective convergent tools to operate within a divergent media environment. In traditional marketing communication, each department has independent operational, unique policy and procedure which similar with different company in a large organization. But convergent marketing communication has integrated all functions and departments under a common policy and procedure.Assessment – BSBMKG417
Traditional marketing leads difficulties in decision making process due complex data from different functions but convergent marketing can create an efficiency of decision making.Interaction in convergent marketing communication is higher than traditional one.Clear identifying objective can get from convergent marketing communication than traditional one.