Sample Assessment Course: Unit: Statement of Attainment in Marketing and Communication Foundations Skill Set BSBMKG417 Apply marketing communication across a convergent industry BSBMKG418 Develop and apply knowledge of marketing and communication industry ** Please note: The following is a sample of an assessment and is NOT an actual assessment. What you have to do Read the case study and complete the tasks. Templates are available for some tasks. You should use the template to help you addressing the tasks. You are required to read your learning resources and describe each definition in your own words. Refer to the to the libraries website in your learning materials for correct referencing techniques and to avoid plagiarism. Create a Word (or any similar software) document, create a heading for each task and type your answers to each task under the task heading. A reference list or bibliography should be included at the end of the assignment. Case study This business is fictitious Premio Pizza OTEN was founded ten years ago by Mario and Giulia Cannavaro in Annandale, NSW. They discovered an opportunity for sales potential in the pizza category in Sydney. In their research discovery phase, customers expressed a desire that they wanted their pizza to stay fresher for longer. Premio pizza will create pizza with rich and fresh flavours to tantalise their taste buds when they eat their pizza at home after purchasing it from pizza outlets. Using a tradtional family pizza recipe, Mario and Giulia developed the recipe to TAFE NSW OTEN Statement of Attainment Marketing and Communication Foundations Skill Set Sample Assessment Page 1 of 5
ensure their customers pizza would stay fresh longer. They also use top quality ingredients in their pizza. Their young, upscale and vibrant target market is the reason they selected Annandale as their first outlet. They hire people who are passionate and skilful in the restaurant industry. In terms of the product range, they have launched a number of varieties in the gourmet pizza market, which include Hawaiian Chicken, Suprimo Beef, Vegetarian Pizza, Maximo Meat and Veggies, and My Own Mix, to name a few. Their outlet is designed differently to the other pizza their competing restaurants. The outlet is decorated brightly in the colour red and the staff counter for taking orders is placed at the front. The purpose of the counter being at the front of the outlet is to show overflowing customers to make potential customers perceive that it is a success business. From outside, customers can see their pizza being prepared, cooked and boxed. Customers can also smell the pizza aroma. Premio Pizza OTEN promotes a friendly atmosphere that encourages the staff to interact with the customers, while the customers are waiting for their pizza. The business growth has shown a very positive trend. They now operate eighteen (18) outlets in key cities. They also have an abundance of loyal customers, who often give them positive feedback for being authentic and Italian-like. Most of the profit is returned to the business in investing in acquiring new outlets, the trendy image of the outlets and hiring skilful staff. Included in their operations management are business unit functions such as; store managers, chefs, kitchen hands, marketing, customer service team, delivery team, finance and human resources. Currently Premio Pizza OTEN does not spend much time or money on their marketing communication. In the future they anticipate stronger competition in the market. Therefore, they have been challenged to re-engerise and build stronger relationships with their customers through integrated marketing communication tools. You have recently been hired as a marketing supervisor. You have been challenged to show how you can help grow the business through the development of stronger customer relationships. In your answer include an outline of the: Task or activity you completed and who provided feedback Feedback received Improvement/s you made to your performance and/or the development of your skills. Task 1 Premio Pizza OTEN is aware that they have not conducted a lot of campaigns in the past. They assign you to prepare a marketing communications program to build engagement with their customers. a) Suggest the possible target audience for Premio Pizza OTEN. b) Review three promotional (integrated marketing communication) tools that Premio Pizza OTEN can use. In your review, identify the two advantages and two disadvantages of each promotional tool. c) Identify the role of each promotional tool in supporting Premio Pizza OTEN s goal to build the engagement with the customers. Page 2 of 5
d) Describe specific promotional activities for each promotional tool to deliver the message that you suggest. Premio Pizza OTEN is also aware of the digital marketing opportunity to build the customer engagement. Therefore, you are also required to describe specific activity(ies) using digital marketing. You can use the template below to address the above tasks. Possible Target Audience Message Five promotional tools Advantages (Positive) Disadvantages (Negative) Roles of the promotional tools Specific Activities Advertising Personal selling PR Sales promotion Direct & digital marketing Task 2 Premio Pizza OTEN plans to run a Super Tuesday special that offers a 20% discount for customers, on the promotional flyer, their traditional activity. a) Create a one page-a4 size promotional flyer for Premio Pizza OTEN that shows the Super Tuesday promotion. Make sure you insert images and your slogan on your leaflet. Notes: You can create your own images or download the images from the internet adhering to the digital copyright requirements. You can also create your own original Premio Pizza OTEN logo. b) Considering the growing trend of digital media usage by customers, Premio Pizza OTEN requires you to create a Facebook page for Premio Pizza OTEN. Your task is to create one that includes images, Premio Pizza OTEN brand, and the Super Tuesday promotion. Insert the Facebook logo on your leaflet. Notes: Your Facebook page should have Premio Pizza OTEN brand. You should name your Premio Pizza that includes your first name and the first letter of your surname. For example, a student s name is Leisa Lane. Leisa s Premio Pizza s OTEN s Facebook page should contain Page 3 of 5
the brand name as Premio Pizza LeisaL. You may need to convert your word document to a photo (JPEG) document and upload onto Facebook. c) Premio Pizza OTEN also understands that promotional tools must be integrated. Generate a QR code that leads to your Super Tuesday promotion on the Facebook page you created. Link your QR code to the Facebook page that you have created. Insert the QR Code image on your leaflet. (Hint: You need a QR reader app on your mobile to test the QR code. You can create a QR code from websites like http://www.qrstuff.com/ An example is shown below). (Scan the above QR code using a QR Reader app on your mobile phone and see where it takes you). d) Premio Pizza OTEN also needs to get feedback from customers in order to build a strong customer engagement: i. Create online survey such as Survey Monkey or Zoomerang to generate questions. The objective of the survey is to identify the effectiveness of the promotional tools. An example is shown below: 1) Overall rating (1 5 rating scale), would you use Super Tuesday promotion to buy more? (1 = definitely No; 5 = definitely Yes) 2) After seeing this leaflet, in a rating 1 5, does the leaflet appeal to you? 3) In a rating 1 5, how likely would you buy pizza from Premio Pizza OTEN after seeing the Facebook page? ii. iii. Post the link to your survey on your Facebook page Link your survey to a QR code. Post this QR code on your Facebook page. Page 4 of 5
(Scan the above QR code using a QR Reader app on your mobile phone and see where it takes you). e) Place the Facebook page that you created for Premio Pizza OTEN on TAFE OTEN s Premio Pizza OTEN s Facebook page and invite feedback. Task 3 Refer to the feedback from survey and address the following tasks. a) Refer to the feedback from your own survey in Task 2, select the integrated marketing communication (promotional) tools that Premio Pizza OTEN can use to build the customer engagement. b) Based on the feedback from the survey, update your Facebook page to reflect the improvement. Take the screenshot and insert on your assessment. c) Reflecting upon all of your assessment tasks, briefly outline how you can maintain your knowledge in marketing communication industry. Page 5 of 5