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Task 1: Develop Knowledge of the Marketing Communications Industry In this task you will identify and access sources of information on the marketing communications industry, and then create the first information sheet that covers structure and operation of the marketing communication industry, industry sectors, associations, networks, societal role, and key stakeholders. 1.1 Identify and access sources of information on the industry Insert your response into the table below: Information source	Description of credibility to the market 1.	Videos	Videos websites such as youtube.com, may and may not have high credibility as we would have to analyse the particular video we are watching as anyone can post a video. 2.	E-journals & books	These are highly reliable and can be extremely valid as they are either approved by the academics or some credible source. 3.	Social media	Social media platforms have low level of reliability and validity as anyone can post anything without mentioning any proper sources. 4.	Blogs & Articles	They have moderate level of credibility as it can be biased with extremely limited research and can be posted by non-professionals, therefore the sources defines the credibility as articles by Harvard would have higher creditability while private blogs and articles may not have such credibility respectively. 5.	Websites 	Websites also have moderate level of credibility as it can be biased with extremely limited research and things posted can be by non-professionals, therefore the sources defines the credibility as Harvard website would have higher creditability while private websites may not have such credibility. 1.2 Identify the industry structure and client operating environment Insert your response into the table below: Participants	Description 1.	Analytics	These are important as from the analytics the strategies are formulated 2.	Digital Production	In this digital age, the production o advertisements and print material require the digital production using the experts. 3.	Online Advertising	Social media platforms are the main source of marketing requiring to use such platforms. 4.	Event Management	Events are happening throughout the world and Fusion can become part of the industry by participating in event management 5.	Clients	Without clients Fusion marketing cannot succeed. 1.3 Evaluate the organisational structure Insert your responses here:

The above is the Fusion organisational structure where the company has recruited an experienced staff member, a Social Media Coordinator, to the Online Advertising department with a key focus on managing social media advertising channels including content coordination and community engagement. This person has been on sabbatical for about a year due to family matters and have recently decided to come back to the workforce. The Public Relations department, have the following primary accountabilities: ●	create, edit and coordinate sending of regular client content including monthly newsletters, quarterly reports, agency magazine, industry alerts, etc. ●	assist Social Media Coordinator with creating digital content (such as social media posts, website content, etc.) in line with the agency’s social media and content strategy ●	assist with ad-hoc communications including client presentations, letters, speeches, seminar scripts, etc. ●	create staff communications including weekly updates, organisational events, changes in marketing policy and procedures, and other necessary internal and external matters ●	develop and maintain information sheets on key industry related knowledge in order to continuously update staff and clients on the current issues and trends of the industry ●	provide input to improve current departmental structure. Fusion Marketing highly values that their members of the organisation and clients are up to date with the latest changes and innovations in the marketing communication industry. This is to build and maintain a dynamic learning environment which has been closely embraced by the existing members. As the industry is constantly changing, the newcomer and the client feel that they need to polish their general knowledge of the structure, organisation and function of the marketing communication industry. 1.4 Describe organisational plans Insert your response here: The 5 elements of the IMC are as follows: 1.Brand Identity, The company should identify the brand which needs to be communicated to deliver the appropriate messages throughout the platforms. 2. 360 degree branding, All the channels should be used in IMC. 3. Synergy & Integration, Integration is crucial for IMC to be successful as all communication elements must strive to present the same brand message and convey the same message across all channels. 4. Relationship between brand and customers, The successful marketing communication must have an objective of building a strong relationships between brand and the customers. 5. Influence behaviour of the customers, The ultimate objective is to influence the customers behaviour to the extent that the sales of the company can be increased. There is a strong relationship between an IMC Plan and an organisation’s business plan and marketing plan as it can facilitate to create, edit and coordinate sending of regular client content including monthly newsletters, quarterly reports, agency magazine, industry alerts, etc. and assist the Social Media Coordinator with creating digital content (such as social media posts, website content, etc.) in line with the agency’s social media and content strategy to deliver a consistent message across the board. Further, it can also facilitate with ad-hoc communications including client presentations, letters, speeches, seminar scripts, etc. facilitating in relationship building between brand and customers and staff. Moreover, it can also facilitate in developing and maintaining information sheets on key industry related knowledge in order to continuously update staff and clients on the current issues and trends of the industry and can also provide input to improve current departmental structure which can eventually influence the customer behavior. 1.5 Obtain information on marketing communication industry sectors Insert your response into the table below: Sectors	Description of its role within the industry 1.	Digital Artwork	Social intranet, team collaboration, disaster recovery, etc. 2.	e-documents	Knowledge management, document management, internal surveys, centralisation of knowledge, disaster recovery, tracking team activity etc. 3.	Digital galleries	Social intranet, team collaboration, disaster recovery, etc. 4.	Digital podcasts	Social intranet, team collaboration, disaster recovery, blogs and discussion etc. 5.	Micro videos	How to videos, cross department collaboration, Social intranet, team collaboration, disaster recovery, etc. 6.	e-papers	Knowledge management, document management, centralisation of knowledge, disaster recovery, technical writing etc. 7.	Digital storyboards	Social intranet, team collaboration, disaster recovery, cross department collaboration etc. 8.	Interactive demos	Social intranet, team collaboration, disaster recovery, how to videos, etc. 1.6 Obtain information on marketing communication industry associations and networks Insert your response into the table below: Associations and Networks 	Description 1.	Australian Association of National Advertisers	Promote and safeguard the rights of its members to communicate freely with their customers, Protect consumers by ensuring advertising and marketing communications are conducted responsibly.

The Australian Marketing Institute Code of Professional Conduct 2.		Provides a code of professional conduct for marketing professionals. 3.	Australian Direct Marketing Association (ADMA)	Promote and safeguard the rights of its members to communicate freely with their customers, protect consumers by ensuring advertising and marketing communications are conducted responsibly. 4.	Marketing Industry Association	Promote and safeguard the rights of its members to communicate freely with their customers, protect consumers by ensuring advertising and marketing communications are conducted responsibly. 5.	Australian Marketing Institute (AMI)	Promote and safeguard the rights of its members to communicate freely with their customers, protect consumers by ensuring advertising and marketing communications are conducted responsibly. 1.7 Obtain information on the societal role of the marketing communication industry Insert your response into the table below: Societal Roles 	Description 1.	Educating Customers	It educates customers so that they can make better decisions 2.	Empowering Customers	Customers can compare the products so that they can buy the best possible product 3.	Healthy competition	It also induces healthy competition and improve their products by making it more cost effective and better. 1.8 Identify and access information on key stakeholders Insert your response into the table below: Stakeholders 	Description of their role in the industry 1.	Association & Network	Promote and safeguard the rights of its members to communicate freely with their customers, Protect consumers by ensuring advertising and marketing communications are conducted responsibly. 2.	Society/Customers	Society consist of the people who purchase the product or influence the sales 3.	Employees and Staff	They are the main resources facilitating the company 4.	Government	Government creates and implement legislations and regulations. 5.	Industry	Industry create a trend which can be followed 1.9 Outline principles and practices of marketing communications and media strategies Insert your response into the table below: Principles	Practice 1.	Product or Service	We need to understand whether the product is perishable as if it is perishable, we need to sale it in a definite time period. 2.	Place	Population should have access to the place where they can buy the product. The location of stores should support convenience and accessibility. 3.	Promotion	Promotion should be done to the target market, therefore identifying the target market is crucial so that targeted promotion can be done. Location and budget needs to be ascertained to do efficient promotion activities. 4.	Price	Price is also crucial as price should be appropriate for the target market. 5.	People	Industry needs to identify the right people for the sales targeting. 1.10 Create Information Sheet 1 Create your Information Sheet 1 using the template provided – ‘Infosheet 1’ as a separate attachment. Attach the screenshots of your cloud corporate knowledge base here: