• Internal Code :1CHCCE
  • Subject Code : BSBMKG417
  • University :
  • Country : Australia

Assignment Task -                 

Assessment description

As discussed in your learning resources, you will be adding information to this assessment document as you undertake your learning. This portfolio of work, which consists of activities you undertake during your learning, needs to be submitted to your assessor for marking using this document.

This portfolio of evidence consists of short answer questions and activities.


Case study

Before you begin, read through the case study organization website, Ethical Trading Group carefully and then complete all of the tasks.


Topic 1

Question 1

Activity: Role of the customer

Outline some of the roles which customers may play in the convergent environment. 

Question 2

Activity: From traditional to convergent

As you will recall from Module 1 we discussed the marketing industry as being segmented into particular areas:



 the marketing industry



  1. Outline what is the impact of convergence on the traditional marketing industry. 

  2. Review and identify the role of traditional siloed sectors of marketing, advertising and public relations.

  3. Identify the characteristics and points of difference between traditional and convergent approaches to marketing communication.

  4. List some of the potential points of integration.

  5. How does this impact clients? 


Question 3

Activity: Marketing legislation and the convergent environment

  1. Identify legislation that may affect marketing within the convergent environment.

  2. Identify a regulation that may affect marketing within the convergent environment.

  3. Review the policies and procedures for the Ethical Trading Group. What organizational policies and procedures might need to be developed, modified or monitored to reflect compliance with legislation and regulations? 


Topic 2

Question 4

Activity: Engaging expert consultants

Research how to engage an industry or technology expert. Answer the following questions:

  1. How would you identify an appropriate expert? Outline the process you would use.

  2. What process would you use to engage an expert?

  3. What type of expert would you consider engaging in relation to marketing communication convergence? 


Question 5

Activity: Staying up to date

Outline three ways in which you can establish and maintain expert and business networks to stay up to date on marketing communication convergence.


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