This assessment is to be completed in addition to the learning and assessment activities you complete in class. This assessment is designed to assess skills and knowledge required to work effectively within the convergent marketing communication industry. It applies to supervisors, team, new and emerging leaders who need to apply digital vision and solutions within structured work environments.

If you are not sure about any aspect of the assessment or would like to discuss your particular needs, please speak to your trainer/assessor. Your trainer/assessor will tell you the date you need to submit your assessment.

All tasks of this assessment will be given to you at the same time. You need to complete all tasks and submit them together by the due date. This will be in the last week of classes for the unit.

This assignment is to be completed using information given in the case study “ABC College”

The checklist and scope of submission table will identify the records that you are required to prepare and submit (as a single submission).

Your assignment must be typed (in Arial 12 point type on A4 paper) and attached to the front page of this assessment document, which you need to complete as an Assessment Cover Page.

Make sure you keep a copy of your assignment before you submit it to your assessor.

• Create an organisational chart for ABC College (showing two campuses) that uses siloed areas and identify potential points of integration for marketing communications, both in terms of inter-campus collaboration and technological What impact would this integration have?

1. Explain the role of the client (student) within the convergent environment of ABC

1. Outline a system for unified messaging that could be used within ABC College to communicate with Assess your organisation’s/team’s resources, skills, capacities and personnel for the viability of implementing such a system. You may check any current system of unified messaging that is in place, where one exists.

• Which regulations apply to marketing communications in NSW? What are some of the impacts of legislation, regulations and policies on the convergent environment?

1. Identify the existing marketing communication tools and techniques within ABC

1. Write a proposal for the creation of ABC STUDENT Explain how the features of this app are customer-centric. Where possible, collaborate with an expert to verify the viability of the features

• ABC College wants to collect feedback from students, agents, staff and teachers electronically so that it is easier to deploy and Describe your recommendation for a tool/technique that is fit for this purpose.

1. Make a proposal for a cross-campus marketing communications solutions for ABC College

1. Describe a channel that is highly effective in empowering clients and responding rapidly to clients

1. Outline ABC College policy/procedure/protocol for maintaining contact with business networks and clients?

Additional Information: Case study – ABC College

ABC College provides quality training and assessment services to both domestic and overseas students in range of industry specific qualifications from its two Sydney campuses – Sydney CBD and Parramatta.

Mission

To provide high quality education and training to wide variety of clients

Vision

To be the provider of quality education to variety of clients and to meet the industry training needs.

Recent developments

The college was established in 2000 and grew steadily for the last 5 years. Currently the college has network of 30 agents recruiting overseas students from over 15 countries. Recently the college has gained approval to run several new courses

Though it has been running VET courses for the last few years it is for the first time entered into  the ELICOS market. The initial consultation with the education agents reveal that to cater for ELICOS students the college must introduce additional support services. It has been confirmed that the following services need to be introduced if the college is to attract ELICOS students.

• Homes stay accommodation services
• Airport pick up services
• Cultural and recreational activities
• Free personal welfare counselling services

Communication tools

ABC College currently uses several tools to deliver information for students

• Website
• Printed brochure
• Orientation presentations
• Notice boards
• Emails from Student Management System
• Alerts through online learning management system (Moodle)
• Facebook posts

Areas within ABC College

• Marketing area in main campus
• Student Services area in both campuses
• IT area in main campus
• Accounts area in main campus

Challenges

• Communication is not consistent within two campuses as there is no one point where critical confirmation can be stored
• Students are getting same emails twice as it is being sent from both campuses

• There is no consistency feedback collection e. one campus is collecting using paper and other using a website
• Marketing and student services staff are providing different information to students at various points of student life as there is no integration between areas and there is no single source for information
• Students get emails, Facebook posts, SMS, alerts via online LMS so there is no one point for students to get all the information