ASSESSMENT GUIDE Student BSBMKG417 Apply marketing communication across a convergent industry
BSBMKG417 Apply marketing communication across a convergent industry UNIT OVERVIEW BSBMKG417 Apply marketing communication across a convergent industry This unit describes the skills and knowledge required to work effectively within the convergent marketing communication industry. It applies to individuals working in a variety of marketing communication roles utilising skills and knowledge from marketing, advertising, public relations and/or convergent media sectors to achieve outcomes. No licensing, legislative or certification requirements apply to this unit at the time of publication. Elements To achieve competency in this unit students must demonstrate their ability to: 1. Identify the convergent environment 2. Prepare cross sector marketing tools and techniques 3. Apply convergent marketing communications Performance Evidence Evidence of the ability to: Identify the convergent environment for marketing communication in establishing a client solution, including: reviewing the traditional roles and client groups serviced by the marketing, advertising and public relations sectors utilising the impact of capacity in communications technology utilising the impact of ubiquitous enabled mobile devices integrating the rise in 'customer-centric' and the 'empowered customer' in client solutions develop client and customer messaging that can be engaged by a target group across multiple distribution points create fit-for-purpose tools, techniques and solutions that are effective within a convergent media environment establish processes that empower customers work with client and customers to implement an integrated solution within a highly iterative environment engage effectively with experts and others within the industry. Knowledge Evidence To complete the unit requirements safely and effectively, the individual must: identify the characteristics and points of difference between traditional and convergent approaches to marketing communication explain how customers take a central and empowered role within convergent marketing list the impact of convergence on the traditional siloed industry identify the current key technologies and distributed services that impact on convergent solutions list the type of experts and business networks appropriate to a convergent marketing solution Student Assessment Guide v 1 May 2019 Page 2 of 28
BSBMKG417 Apply marketing communication across a convergent industry list relevant and current legislation, regulation and organisational policy to the field of marketing communication. Student Assessment Guide v 1 May 2019 Page 3 of 28
BSBMKG417 Apply marketing communication across a convergent industry INFORMATION FOR STUDENTS General Assessment Information This information is designed to provide you with a full overview of the tasks you need to successfully complete to be deemed competent in this unit.
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