BSBMKG417 Asg 2.docx - BSBMKG417 Apply Marketing...

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BSBMKG417 Apply Marketing Communication Across a Convergent IndustryAssessment 2An evaluation reportMedia convergence is bringing together different media platforms to support one singlecampaign or promote a product. We could also call it the merger of marketing material,although this practice isn't limited to marketing alone. This can be in the form of a web page,digital brochure or email marketing material. Few things lose a consumer's attention asquickly as a static website, newsletter or promotional package.a. Evaluate their cost-effectiveness using a suitable method of numerical analysis; Evaluation Levels (modified from the Kirkpatrick 4-level model)EvaluationLevelDescriptionCharacteristicsLevel 1“Did they like it?”Measuring Reaction and Identifying Planned ActionsMeasures participants’ reaction to the program, and outlines specific plans for implementation of learning to the job.Level 2“Did they learn?”Measuring Cognitive Learning and RetentionMeasures skills, knowledge, or attitude changes as a result of the training.Level 3“Do they use it?”Assessing Application of the program training on the jobMeasures actual changes in behaviour onthe job, and specific applications of the training material.Level 4“Did it impact the bottom line?”Identifying business results from the training Measures the business impact of the training. (eg measures changes in output,quality, costs, time, productivity or otherbusiness metrics)Level 5“What is the return on learning investment?”Calculating Return on InvestmentCompares the monetary value of the results with the costs for the program.

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