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Apply marketing
communication strategies
across a convergent industry
Learner Guide
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BSBMKG417
Apply marketing communication across a convergent industry
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Table of Contents
Table of Contents .............................................................................................................................. 2
Unit of Competency ............................................................................................................................. 5
Performance Criteria............................................................................................................................ 6
Foundation Skills .................................................................................................................................. 7
Assessment Requirements ................................................................................................................... 8
Housekeeping Items .............................................................................................................................. 10
Objectives .............................................................................................................................................. 10
1. Identify the convergent environment........................................................................................... 11
1.1 – Review and identify the role of the traditional siloed sectors to client requirements ................. 12
Siloed sectors vs. convergent industry .............................................................................................. 12
Reviewing and identifying the role of traditional siloed sectors ....................................................... 12
Client requirements ........................................................................................................................... 13
Activity 1A .......................................................................................................................................... 14
1.2 – Identify the potential points of integration .................................................................................. 15
Potential points of integration ........................................................................................................... 15
Identifying business processes to identify points of integration ....................................................... 16
Activity 1B .......................................................................................................................................... 17
1.3 – Establish the role of the customer within the convergent environment ..................................... 18
The role of the customer within the convergent environment ......................................................... 18
Consumer data ................................................................................................................................... 19
Activity 1C .......................................................................................................................................... 20
1.4 – Confirm and ensure that messages can be unified across an integrated offering ....................... 21
Integrated marketing ......................................................................................................................... 21
Unified communications .................................................................................................................... 21
Confirming viability of unified messaging .......................................................................................... 22
Activity 1D .......................................................................................................................................... 23
1.5 – Identify relevant and current legislation, regulations and policies that may impact on marketing
within the convergent environment ...................................................................................................... 24
ACMA (Australian Communications and Media Authority) ............................................................... 24
ComLaw.............................................................................................................................................. 24
Other resources ................................................................................................................................. 25
Impact of legislation and regulation .................................................................................................. 25
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Activity 1E........................................................................................................................................... 26
2. Prepare cross sector marketing tools and techniques ................................................................... 27
2.1 – Identify and evaluate tools and techniques from traditional sectors to the integrated marketing
communication environment ................................................................................................................ 28
Siloed sectors tools and techniques .................................................................................................. 28
Identifying tools and techniques ....................................................................................................... 28
Activity 2A .......................................................................................................................................... 30
2.2 – Create convergent tools and techniques suitable for use within a divergent media environment
............................................................................................................................................................... 31
Tools and techniques of marketing communication ......................................................................... 31
Divergent media................................................................................................................................. 31
Creating suitable convergent tools and techniques for divergent media ......................................... 32
Activity 2B .......................................................................................................................................... 33
2.3 – Create tools and techniques suitable for use within a customer-centric environment ............... 34
Customer-centric tools and techniques ............................................................................................. 34
User Generated Content Campaigns ................................................................................................. 35
Creating customer-centric tools and techniques ............................................................................... 35
Activity 2C .......................................................................................................................................... 36
2.4 – Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques
............................................................................................................................................................... 37
Fit-for-purpose ................................................................................................................................... 37
Cost effectiveness .............................................................................................................................. 37
Activity 2D .......................................................................................................................................... 38
3. Apply convergent marketing communications.............................................................................. 39
3.1 – Select and utilise integrated, cross sector and media divergent marketing communication
solutions to meet client requirements .................................................................................................. 40
Marketing communications ............................................................................................................... 40
Meeting client requirements ............................................................................................................. 41
Activity 3A .......................................................................................................................................... 42
3.2 – Identify and engage the use of sector and technology specific experts where appropriate ....... 43
Using sector and technology specific experts .................................................................................... 43
Identifying experts ............................................................................................................................. 43
Activity 3B .......................................................................................................................................... 44
3.3 – Establish channels to empower and respond rapidly to customer perspectives ......................... 45
Potential channels.............................................................................................................................. 45
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Unit of Competency
Application
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.
Unit Sector
Performance Criteria
Element Performance Criteria
Elements describe the Performance criteria describe the performance needed to
essential outcomes. demonstrate achievement of the element.
1. Identify the 1.1 Review and identify the role of the traditional siloed
convergent sectors to client requirements
environment 1.2 Identify the potential points of integration
1.3 Establish the role of the customer within the convergent
environment
1.4 Confirm and ensure that messages can be unified across
an integrated offering
1.5 Identify relevant and current legislation, regulations and
policies that may impact on marketing within the
convergent environment
2. Prepare cross sector 2.1 Identify and evaluate tools and techniques from
marketing tools and traditional sectors to the integrated marketing
techniques communication environment
2.2 Create convergent tools and techniques suitable for use
within a divergent media environment
2.3 Create tools and techniques suitable for use within a
customer-centric environment
2.4 Review and confirm the fit-for-purpose and cost
effectiveness of relevant tools and techniques
3. Apply convergent 3.1 Select and utilise integrated, cross sector and media
marketing divergent marketing communication solutions to meet
communications client requirements
3.2 Identify and engage the use of sector and technology
specific experts where appropriate
3.3 Establish channels to empower and respond rapidly to
customer perspectives
3.4 Establish and maintain expert and business networks
relevant to marketing communication convergence
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Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the
performance criteria that are required for competent performance.
Reading 1.1-1.4, 2.1, 3.1, 3.2 Identifies and interprets textual information to
establish current industry and project status from
relevant information
Navigate the world 1.5, 2.2, 2.3 Develops, monitors and modifies organisational
of work policies and procedures in accordance with legislative
requirements and organisation goals
Get the work done 1.1-1.5, 2.1-2.4, 3.1-3.4 Plans and organises data categories, tasks and
workloads that ensure compliance with organisational
policies and procedures, and legislative requirements
Sequences and schedules complex activities, monitors
implementation, and manages relevant
communication
Uses systematic, analytical processes in relatively
complex situations, setting goals, gathering relevant
information, and identifying and evaluating options;
creating new tools and techniques where appropriate
Evaluates outcomes of decisions to identify
opportunities for improvement
Uses and manipulates digital technology to create,
extend and enhance job role, products and capacity to
deliver effective service design
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Assessment Requirements
Performance Evidence
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
o utilising the impact of capacity in communications technology
o utilising the impact of ubiquitous enabled mobile devices
o 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
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
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
List relevant and current legislation, regulation and organisational policy to the field of marketing
communication
Assessment Conditions
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and
training legislation, frameworks and/or standards.
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Links
Housekeeping Items
Your trainer will inform you of the following:
Where the toilets and fire exits are located, what the emergency procedures are and
where the breakout and refreshment areas are.
Any rules, for example asking that all mobile phones are set to silent and of any
security issues they need to be aware of.
What times the breaks will be held and what the smoking policy is.
That to get the most out of this workshop, we must all work together, listen to each
other, explore new ideas, and make mistakes. After all, that’s how we learn.
o Smile
o Be on time
Objectives
Discover how to identify the convergent environment
1.3. Establish the role of the customer within the convergent environment
1.4. Confirm and ensure that messages can be unified across an integrated offering
1.5. Identify relevant and current legislation, regulations and policies that may impact on marketing
within the convergent environment
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1.1 – Review and identify the role of the traditional siloed sectors to client
requirements
‘Siloed sectors’ refers to departments operating entirely independently from one another, even in
instances where they have the potential to interrelate, and where it might be more beneficial for them
to do so. For example, if the marketing department has little to no communication with sales or
logistics.
Conversely, convergent industry is when the separate parts of a business embrace collaboration and
work together to achieve business outcomes.
Siloed sectors
The issue with siloed sectors within an organisation is that each of these sectors often operate to
different policy and procedure and, consequently, to different timelines to one another. This means
that when there is overlap between the functions of sectors within an organisation, that processes can
become delayed, confused and are often, ultimately, inefficient. Furthermore, when each department
works separately in this way, it reduces the effectiveness of decision making and is an obstacle to
innovation.
Convergent industry
In convergent industry, organisational
objectives, policies and procedures are
more universal and business processes are
more greatly interrelated, which can help
processes to advance more quickly,
communication between departments to
be achieved more effectively, and business
to be conducted more efficiently in
general.
In order to review and identify the role of traditional siloed sectors, therefore, an organisational chart
can be a highly useful tool, or, otherwise, the creation of one where it does not exist can assist an
individual to recognise the disparate functions of an organisation.
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Sector roles
Each department/sector within an
organisation will have a title, such as
‘sales’ or ‘HR’, which are relatively easy to
quantify and a general idea of the function
of these sectors is easy to define.
However, reviewing the precise functions
of each of these departments can be more
difficult to define, especially for those
organisational processes which require
involvement from more than one sector or
which could be processed by multiple
sectors.
For example, the Research and Development sector may require sales data from Sales, and personnel
management through HR.
Within each sector, too, there will often be subdivisions; such as Accounting being a subdivision of
Finance.
In this way, it can soon become evident how traditional siloed sectors operate and to identify those
areas of overlap and/or confusion that are affecting the efficient running of a business.
Client requirements
Client requirements are the things that a client expects from the organisation and/or the reason that
they have chosen the organisation to develop their marketing strategy.
Services
Timelines
Cost
Communication, etc.
In order to increase organisational success in terms of its number of clients and client feedback, it is vital
that the roles of siloed sectors are identified in relation to client requirements. For example, which
sector is the most client-facing and presents the brand image? Which sector determines product/service
design? Which sector adjusts costs for the client?
In order to enhance a product/service for the client, interaction and convergence between departments
is necessary. This allows for a fuller understanding of the client and their needs, and greater opportunity
for innovation that meets client requirements.
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Activity 1A
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In technical terms, points of integration can refer to features that can be shared between multiple
devices, such as an app that functions on a smart phone and webpage.
Identifying these points of integration will depend largely on identifying the organisation’s goals and
objectives.
For example, if an organisation wants to run a marketing campaign to increase sales, natural points of
integration will emerge.
For example:
Marketing and IT: A natural point
of integration for a modern
marketing campaign is Marketing
and IT. The Marketing department
may have envisioned the branding
of the campaign, but IT has the
skills to convert this into a social
media drive and/or convey
marketing objectives on the
organisation’s website, for
example.
IT and Finance: So, the IT department has been tasked by Marketing to create an
internet campaign. However, this campaign will be limited by budget, which requires
communication between IT and Finance.
Marketing and Sales: Marketing has released a marketing campaign; however, only
feedback from the Sales department can determine whether this has had an effect.
From the above examples, it is easy to see how it is necessary for departments to interrelate and the
way in which natural points of integration can emerge when business processes are identified.
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These two sources can help to identify upcoming tasks and also to identify which sectors would have
traditionally dealt with these in a silo model. This then means that upcoming tasks can be reviewed to
determine how the separate functions of departments in the processes of upcoming tasks can be more
greatly integrated.
Group objectives
Shared budget.
Activity 1B
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1.3 – Establish the role of the customer within the convergent environment
Interaction
Similar to the fact that organisations are now
hearing a lot more from their consumers through
digital platforms, consumers now expect a much greater level of interaction with organisational
representatives. In terms of convergence, this responsibility is rarely limited to just one department in
the modern age, but has become a central part of running business and client-centric service.
Brand recognition
Additionally, the consumer is responsible for brand recognition and this is where convergence really
matters. Branding must be consistent across all sectors of an organisation, so that the consumer can
recognise the brand throughout product/service use.
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Consumer data
Convergence analytics
Convergence analytics is a term that can be used to describe collection and analysis of consumer activity
data that might have been known previously as ‘business intelligence’, except that nowadays, gathering
of this data is much easier and the quantity of data is much greater.
Call centres
Campaign data
Activity 1C
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1.4 – Confirm and ensure that messages can be unified across an integrated
offering
Integrated marketing
Integrated marketing is a marketing strategy that uses multiple methods to reach its consumers and
uses the results of its effort to feedback into all sectors of its organisation.
For example:
One-to-one marketing
Mass marketing
Online/digital marketing
Promotions, etc.
Integrated marketing relies on collaboration between sectors in order to deliver the marketing
campaign, to gather results on the impact of marketing efforts, and to make changes within the
practice, policy and/or procedure of sectors in order to keep up with client demand and to respond to
customer reactions.
Unified communications
Unified communications is a term used to describe the
integration of all forms of communication across an
organisation and between members of staff, and the
organisation and its clients.
Social media
Television
Desktop sharing
Mobility features.
Unified messaging is a branch of this idea, where all forms of inter- and intra-organisational messaging
are integrated into one interface that can be accessed from multiple devices.
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Unified messaging
Unified messaging can make it possible to receive all messages through one portal.
Emails
SMS
IM (Instant Messaging).
The budget
Willingness of departments to
intercommunicate
Ease of use.
In order to confirm and ensure the viability of unified messaging for an organisation, all of the above
aspects and others should be considered, with sufficient data and cost projections evaluated to ensure
that any interface implemented is cost-effective and easy enough to implement that it increases
productivity rather than hinders it.
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Activity 1D
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1.5 – Identify relevant and current legislation, regulations and policies that may
impact on marketing within the convergent environment
Furthermore, the ACMA publication ‘Broken Concepts’ identifies current communications and media
regulations in place in Australia and also confronts the issues in legislation in relation to convergence f
communication technologies and its changing role in marketing and other operations.
ComLaw
ComLaw (https://www.comlaw.gov.au) is a
governmental legislation search engine which can
help users identify applicable items of legislation
through key word searches.
Other resources
Further resources can include governmental agencies which can provide further support and advice,
personnel and publications and guidelines.
Activity 1E
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2.2. Create convergent tools and techniques suitable for use within a divergent media environment
2.3. Create tools and techniques suitable for use within a customer-centric environment
2.4. Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques
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2.1 – Identify and evaluate tools and techniques from traditional sectors to the
integrated marketing communication environment
Social networking
Promotions
One-on-one marketing
Mass marketing
Observation
Customer feedback
Analysis of all of the above can help a manager/developer etc. to identify which tools and techniques of
marketing communication are most viable for organisation-wide implementation and to maintain in the
long-term.
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Activity 2A
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2.2 – Create convergent tools and techniques suitable for use within a divergent
media environment
Web promotions
Brochures
Adverts
Mailshots
Publicity campaigns
Some of these tools and techniques are naturally suited to convergent medias (one platform accessible
from multiple devices, such as an app that is linked to the organisation’s website), whilst others are
more suitable to divergent medias (separate platforms of promotion).
Divergent media
Divergent media is a term used to refer to one idea, brand or message that is communicated through
multiple channels. For example, an advert that is channelled through a television broadcast, on a social
media website and on billboards.
In order to create materials that can be used on divergent media, it is necessary that the convergent
tools and techniques are suitable for this purpose.
Thames Cruise
Production of guidebooks
For this campaign, convergent tools and techniques were necessary for promotion through divergent
media.
For example, British Airways (owner of the London Eye), had to communicate with its staff at the
attraction to create and promote offers, as well as with IT professionals to re-launch the website, and its
marketing team to reach out to students. The sales team may also have been involved to sell the two-
for-one offers during the promotion.
For example:
QI codes on posters which lead to
websites
Activity 2B
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2.3 – Create tools and techniques suitable for use within a customer-centric
environment
For this reason, developing tools and techniques which empower and involve the customer is essential
for success in convergent industry.
Examples include:
Social media sites where customers can post, comment, link and respond to
organisational activity, promotions and developments
o websites
o QR codes.
o IM functions
o forums
o SMS/email/phone.
Use of a core interface across devices to make it easier for users to interact with the
service/product, rather than having to learn how to navigate multiple interfaces where
it is difficult for them to track their own activity
Targeted marketing – using tracking tools and analytics to identify customer types and
respond to individuals needs and preferences, rather than advertising in a one-size-fits-
all manner
#dontstopbelievin
For example, the documentary film production
company Independent Lens launched a UGC
campaign in the run-up to the release of their
documentary ‘Don’t Stop Believin’: Everyman’s
Journey’, which encouraged users to post videos
of themselves singing ‘Don’t Stop Believin’’ to
their social media sites, using the hastag
#dontstopbelievin. The best entries were
featured on a social hub, which further engaged
customers.
Utilising input from all stakeholders, as well as using resources such as internal or external marketing
teams, research and development teams and IT specialists can all be beneficial in creating customer-
centric tools and techniques.
Activity 2C
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2.4 – Review and confirm the fit-for-purpose and cost effectiveness of relevant
tools and techniques
Fit-for-purpose
In order to review whether tools and techniques are fit-for-purpose, it is first necessary to identify what
the organisation’s purposes are.
Boost in sales
Within your own organisation, identifying these purposes might require consultation with the relevant
stakeholders. When working for an external client, this might involve consultation with the relevant
personnel from the development team.
Cost effectiveness
Cost effectiveness can be measured in two ways: cost benefit and cost effectiveness.
CEA is most frequently used when deciding between multiple approaches to an objective to evaluate
which will yield the best results.
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Activity 2D
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3.2. Identify and engage the use of sector and technology specific experts where appropriate
3.4. Establish and maintain expert and business networks relevant to marketing communication
convergence
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3.1 – Select and utilise integrated, cross sector and media divergent marketing
communication solutions to meet client requirements
Marketing communications
Marketing communications, as we know, is any method that an organisation uses to communicate with
its market, which may be a blend of traditional and more modern means.
Coupons
Advertisements
Exhibitions
Viral ad campaigns
Blogs
User Generated
Content
Websites
Apps, etc.
Further considerations include how these methods will be combined to create one fluid and consistent
marketing campaign.
Divergent marketing
Divergent marketing is making use of multiple channels to deliver a marketing campaign.
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Budget
Brand promotion/image
placement
Level of integration
Timeline.
When selecting marketing communication solutions for your client, it is important that all of the above
are kept in mind in order to choose the most suitable solutions.
Defining client requirements may require regular consultation and review with key personnel from the
client/client’s organisation. Client requirements may change as performance analytics show certain
tools/techniques to be yielding greater results than others, which means that regular review of client
objectives and requirements will form as essential part of any marketing communications relationship.
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Activity 3A
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3.2 – Identify and engage the use of sector and technology specific experts
where appropriate
Identifying experts
Experts might be identified by the clients themselves or you may be required to locate experts
independently.
Regular communication with your clients is necessary throughout the process of identifying and
engaging experts in order to ensure that their knowledge is sufficient and working style appealing to the
client, as well as to ensure that all costs stay within budget.
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Activity 3B
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Potential channels
Potential marketing channels may be largely, but not entirely, digital.
Television
Radio
Websites
Blogs
In-person sales
Brochures/coupons/fliers
When establishing marketing channels in convergent industry, the ability to empower the customer and
respond rapidly to their perspectives is key. This means that concepts of customer empowerment and
customer interaction are desirable features of marketing channels. For this reason, digital channels are
on the rise in marketing communications.
Empowering customers
Customer empowerment is about giving the customer a voice. This relates not only to the right to
complain, but to involvement in every aspect of marketing.
For this reason, channels which allow the customer to speak their mind, get involved and promote
products and services that they enjoy are perfect marketing opportunities in convergent industry.
Apps – these allow the user to interact with organisational content and engage with
the brand.
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Rapid response
Customer perspectives can be broad, ranging from
issues with products and services, to ideas for new
directions. Responding to these perspectives can be
done in two ways: 1) Immediate verbal or written
response to customer 2) Response reflected in
organisational activities/services/promotions.
Immediate verbal and written responses can be achieved through features such as IM (Instant
Messaging) and social media, whilst channels that allow for close monitoring of customer activity, such
as apps and websites, can help to inform long-term change.
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Activity 3C
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Expert networks:
Sector specialists
Technical specialists.
Business networks:
Collaborators.
Maintain networks
Maintaining expert and business networks in marketing communication convergence requires regular
communication between teams.
This can be achieved through in-person meetings, brainstorms and reviews, and through regular update
via email, telephone and even IM.
When communicating with clients, it can be useful to have performance analytics at hand to help inform
their decisions, as well as the results of any CEA and CBAs.
Oral updates might also be given during presentations and reviews with some or all members of the
marketing campaign team. Again, oral presentations must be presented using language that is
appropriate for the audience.
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Activity 3D
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Nearly there...
At the end of your Learner Workbook, you will find an activity titled ‘Major Activity’. This is an
opportunity to revise the entire unit and allows your trainer to check your knowledge and
understanding of what you have covered. It should take between 1-2 hours to complete and your
trainer will let you know whether they wish for you to complete it in your own time or during the
sessions. Once this is completed, you will have finished this unit and be ready to move onto the next –
well done!
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Congratulations!
You have now finished the unit 'Apply marketing communication across a convergent industry'.
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References
These suggested references are for further reading and do not necessarily represent the contents of
this Learner Guide.
Publications
‘Improving Performance by Breaking Down Organizational Silos: Understanding Organizational Barriers’,
www.selectstrategy.com,
‘Unified Messaging Systems: an Evolutionary Overview’, Declan Barber, The ITB Journal, Volume 3, Issue
2, Article 13, 2002
‘OECD Policy Guidance on Convergence and Next Generation Networks’, Organisation for Economic Co-
Operation and Development, June 2008
Websites
Australian Communications and Media Authority, http://www.acma.gov.au/
Books
‘Promotional Culture and Convergence: Markets, Methods, Media’, Helen Powell, Routledge 2013
Blogs
‘10 Great Examples of User Generated Content Campaigns’, Alan Cassinelli, 2014, Postano
‘6 Key Steps to Customer-Centric Modern Marketing’, Alexander Wolfe, 2014, Forbes / Tech
Articles
‘Five cross-sector partnerships innovating to solve social problems’, William D Eggers and Paul
Macmillan, October 2013, The Guardian
All references accessed on and correct as of 3/2/16, unless other otherwise stated.