Task 1: Identify the convergent environment

Performance objective
You will demonstrate skills and knowledge required to identify, describe and work within the
convergent environment.

Assessment description
You will respond to a set of short-answer questions.

Procedure
1. Review the questions in Appendix 1.
2. Using online research and review of real or simulated business documentation (such as
policies and procedures related to marketing communications and marketing plans), answer
the questions.
3. Submit your answers to the questions within the agreed timeframe and in accordance
with the specifications below.

Specifications
You must submit:

● written answers to the short-answer questions in Appendix 1.

Your assessor will be looking for demonstrated evidence of your ability to conduct online research and
review real or simulated business documentation, such as policies and procedures related to marketing
communications to:

● 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, regulations and organizational policy for the field of
marketing communication.

Appendix 1: Short-answer questions

1. What are two characteristics and at least one point of difference between traditional and
convergent approaches to marketing communication?

2. How do customers take a central and empowered role within convergent marketing?

3. What is the role of the traditional siloed sectors to client requirements? Give at least one example.

4. What is the impact of convergence on the traditional siloed industry?

5. What are the current key technologies and distributed services that impact on convergent
solutions?

6. What are potential points of integration? Refer to at least one (real or simulated) business case
study, marketing campaign or marketing plan to illustrate points of integration.

7. What are two types of experts and business networks appropriate to a convergent marketing
solution? Give at least two examples of how advice or networks can assist or have assisted you in
your work, referring to a real or simulated case study campaign.

8. What are at least three relevant Acts, regulations or mandatory codes of practice impacting the
field of marketing communication?

a. For each of the three, give at least one example of how a real or simulated case study
organization has complied with the Act, regulation or code with respect to convergent
marketing activities.

b. Identify at least two relevant organizational policies or procedures.