Assessment

Task 2
Communicate with
influence
BSBCMM511
 Student Declaration
To be filled out and submitted with assessment responses
I declare that this task and any attached document related to the task is all my own work and I have not
cheated or plagiarised the work or colluded with any other student(s)
I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me
according to the process explained to me
I have correctly referenced all resources and reference texts throughout these assessment tasks.
I have read and understood the assessment requirements for this unit
I understand the rights to re-assessment
I understand the right to appeal the decisions made in the assessment

Unit Title Communicate with influence

Unit Code BSBCMM511
DAI DUONG DINH
Student name

Student ID 71280
number
Student Date
signature 20/04/2023

2
Task Number

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 ------OFFICE USE ONLY-----
For Trainer and Assessor to complete:

Student requested reasonable adjustment for the assessment

Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
The student has satisfactorily completed ☐ ☐ ☐
and submitted the following:

• Meeting agenda in Task 2.1.1

• Email to the marketing team in Task
2.1.1
• Meeting preparation table in Task 2.1.2
• Reflection – meeting with the Marketing
Team in Task 2.1.3
• Meeting minutes in Task 2.1.4
• Email to the CEO in Task 2.1.5
• Meeting agenda in Task 2.2.1
• Email to stakeholders in Task 2.2.1
• Meeting, presentation and negotiation -
preparation table in Task 2.2.2
• PowerPoint in Task 2.2.2
• Reflection – Meeting with stakeholders
in Task 2.2.3
• Peer Review forms in Task 2.2.4
• Meeting minutes in Task 2.2.5
• Email to the CEO in Task 2.2.6
• Focus group presentation - preparation
in Task 2.3
• PowerPoint in Task 2.3
• Testing feedback forms in Task 2.3
• Reflection on the focus group in Task
2.3
• Email to the CEO in Task 2.3
The student organised and led the meeting ☐ ☐ ☐
with the marketing team (Role-Play):
• Explained the meeting objectives and
seek consensus
• Assigned roles such as the meeting
chair and note-taker

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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
• Facilitated the brainstorming
• Made sure that all team members
participate actively
• Led the meeting to achieve clear
outcomes
• Used active listening and questioning to
seek information and confirm
understanding
• Adapted communication style to build
trust with the team
• Sought consensus
• Created a positive work environment
during the meeting

Feedback in comments.
Demonstrated ability to: ☐ ☐ ☐
• Confirm authority to present material
on behalf of an organisation or work
area, according to organisational
policies and procedures
• Identify information that may be
subject to confidentiality and manage
appropriately
• Identify information needs of audience
and prepare a position in line with
purpose of communication

This is evidenced by:

• Meeting preparation table in Task 2.1.2
• Meeting, presentation and negotiation -
preparation table in Task 2.2.2
Demonstrated ability to: ☐ ☐ ☐
• Identify the need for meeting and
schedule according to stakeholder
availability
• Prepare meeting materials and
distribute to stakeholders

This is evidenced by:

• Meeting agenda in Task 2.1.1
• Email to the marketing team in Task
2.1.1
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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
• Meeting preparation table in Task 2.1.2
• Meeting agenda in Task 2.2.1
• Email to stakeholders in Task 2.2.1
• Meeting, presentation and negotiation -
preparation table in Task 2.2.2
• PowerPoint in Task 2.2.2
Demonstrated ability to: ☐ ☐ ☐
• Conduct meeting and contribute to
discussions
• Seek consensus on meeting objectives

This is evidenced by:

• Reflection – meeting with the Marketing
Team in Task 2.1.3
• Meeting minutes in Task 2.1.4
• Participation in the meeting with the
marketing team (Refer to Marking
Sheet)
• Reflection – Meeting with stakeholders
in Task 2.2.3
• Peer Review forms in Task 2.2.4
• Meeting minutes in Task 2.2.5
• Participation in the meeting with the
stakeholders (Refer to Marking Sheet)
Demonstrated ability to: ☐ ☐ ☐
• Summarise outcomes of meetings and
distribute to stakeholders

This is evidenced by:

• Meeting minutes in Task 2.1.4
• Email to the CEO in Task 2.1.5
• Meeting minutes in Task 2.2.5
• Email to the CEO in Task 2.2.6
The student participated in the meeting ☐ ☐ ☐
with relevant stakeholders (Role-Play):
• Explained the meeting objectives and
sought consensus
• Assigned roles such as chair and note-
taker
• Facilitated the conversation
• Ensured participation and engagement
from stakeholders
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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
• Led the meeting to achieve clear
outcomes
• Used active listening and questioning to
seek information and confirm
understanding
• Adapted communication style to build
trust with the team
• Created a positive work environment
during the meeting
• Presented the promotional message
and the mood board
• Answered questions from stakeholders
and provide relevant information
• Established areas of common ground
and potential compromise
• Managed the stakeholders' different
personalities and expectations
• Negotiated changes and improvements
• Achieved consensus and obtain
approval for the promotional message
and the mood board

Feedback in Comments.
Demonstrated ability to: ☐ ☐ ☐
• Identify objectives of negotiation, and
needs and requirements of
stakeholders
• Identify and document potential issues
and problems
• Prepare positions and supporting
arguments according to objectives

This is evidenced by:

• Meeting, presentation and negotiation -
preparation table in Task 2.2.2
Demonstrated ability to: ☐ ☐ ☐
• Communicate with stakeholders, and
establish areas of common ground and
potential compromise

This is evidenced by:

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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
• Reflection – Meeting with stakeholders
in Task 2.2.3
• Peer Review forms in Task 2.2.4
• Meeting minutes in Task 2.2.5
• Participation in meeting with
stakeholders (Refer to Marking Sheet)
Demonstrated ability to: ☐ ☐ ☐
• Confirm and document outcomes of
negotiation

This is evidenced by:

• Email to the CEO in Task 2.2.6
Demonstrated ability to: ☐ ☐ ☐
• Identify forums to present according to
organisational objectives
• Determine tone, structure, style of
communication and presentation
according to target audience
• Prepare presentation according to
desired outcomes

This is evidenced by:

• Meeting, presentation and negotiation -
preparation table in Task 2.2.2
• PowerPoint in Task 2.2.2
• Focus group presentation - preparation
in Task 2.3
• PowerPoint in Task 2.3
Demonstrated ability to: ☐ ☐ ☐
• Provide an opportunity for audience to
ask questions

This is evidenced by:

• Reflection – Meeting with stakeholders
in Task 2.2.3
• Peer Review forms in Task 2.2.4
• Participation in meeting with
stakeholders (Refer to Marking Sheet)
• Testing feedback forms in Task 2.3
• Reflection on the focus group in Task
2.3

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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
• Participation in the focus group (Refer
to Marking Sheet)
Demonstrated ability to: ☐ ☐ ☐
• Follow up with stakeholders following
presentation
• Evaluate presentation and identify
areas for improvement

This is evidenced by:

• Peer Review forms in Task 2.2.4
• Meeting minutes in Task 2.2.5
• Email to the CEO in Task 2.2.6
• Reflection – Meeting with stakeholders
in Task 2.2.3
• Testing feedback forms in Task 2.3
• Reflection on the focus group in Task
2.3
• Email to the CEO in Task 2.3
The student lead the focus group (Role- ☐ ☐ ☐
Play):
• Explained the objective of the focus
group presentation
• Presented the finalised promotional
message and mood board
• Ensured participation and engagement
from the focus group
• Used active listening and questioning to
seek information and confirm
understanding
• Adapted communication style to build
trust with the focus group
• Created a positive environment during
the focus group
• Answered questions from the focus
group and provided relevant
information
• Collected feedback from the focus
group

Feedback in Comments.
When collaborating with the group, the ☐ ☐ ☐
student has actively participated in group
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 Completed successfully Comments

DNS
Did the student satisfactorily:

N
Y
work with a substantial contribution that
can be assessed individually for all the
requirements of this task.

Task Outcome: Satisfactory ☐ Not Yet Satisfactory ☐

Student Name:

Assessor Name:

Assessor Signature:

Date:

Table of Content

Student Declaration ..............................................................................................Error! Bookmark not defined.

Task 2 – Communicate with influence ..................................................................................... 10

Task 2.1 Meeting with the Marketing Team ............................................................................................... 15

Task 2.2 Present to and negotiate the draft work with relevant stakeholders ............................. 22
Task 2.3 Present to a focus group .................................................................................................................. 31
References .............................................................................................................................................................. 36

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 Task 2 – Communicate with influence

Task summary and instructions

What is this Refer to and read the documents saved in a separate folder:
assessment task
about? • MMI company profile and project task
• Policies and Procedures

You have been recently engaged by XYZ Pty Ltd trading as MMI as a
Project Manager (PM) to develop and implement a project to open
a new campus in Sydney (refer to MMI strategic objectives).

• The Board of Directors (BoD) has allocated 3 million dollars to

the project.
• Project duration: 1 year.
• You can employe four new staff members to be part of the
project team for its duration. Source the rest of the project
team from existing MMI personnel (flexible work
arrangements will be needed)

The project includes:

• Finding premises in Sydney CBD ( 800-1000 square metres,

onsite parking for staff, natural light)
Ideally, there will be enough room for 5-7 classes, one
meeting room, one computer lab, 1 x student kitchen, student
lounge, 1 x staff kitchen, three offices for staff, toilet facilities
• Rent the premise
• Obtain necessary permits
• Source architect and building company
• Source and buy furniture and equipment
• Liaise with the architect and building company

The project steering committee is composed of:

• Mr Eli Brown – Non-executive Director

• Mr Leonard Black - CFO
• Academic Manager (Jacob Graham)

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 Task summary and instructions

The project sponsor is Taylor Varin (Client Service Manager),

played by the trainer and assessor.

Your trainer and assessor will provide support and mentorship in the
role of Project Sponsor (PS).

The Project Manager is going on maternity leave, and her

replacement won’t start for another four weeks. As you are in charge
of the new campus project, the CEO asked you to assist the
marketing team in developing the following:

• A promotional message to advertise the new campus in Sydney

• A mood board to inspire the design of a new website dedicated
to the new campus

This assessment requires you to:

• Work in collaboration with the marketing team to draft your
promotional message and mood board
• Present your draft work to relevant stakeholders for feedback and
approval
• Negotiate changes to the promotional message and mood board
• Present and test the finalised work using a focus group

The above activities will require the skills and knowledge learned in
this unit of competency.

Please note that the performance evidence for this unit requires you
to:

A. participate in and lead at least two meetings

B. prepare and make a presentation to two different groups

This task comprises of the following assessment methods:

o Product-based ☒
o Direct observation of Role-Play ☒
o Case Study ☐
o Other (specify) ☐

It has been designed to evaluate your ability to/competency in:

• Confirm authority to present material on behalf of an organisation

or work area, according to organisational policies and procedures

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 Task summary and instructions

• Identify information that may be subject to confidentiality and

manage appropriately
• Identify information needs of audience and prepare a position in
line with purpose of communication
• Identify the need for meeting and schedule according to
stakeholder availability
• Prepare meeting materials and distribute to stakeholders
• Conduct meeting and contribute to discussions
• Seek consensus on meeting objectives
• Summarise outcomes of meetings and distribute to stakeholders
• Identify forums to present according to organisational objectives
• Determine tone, structure, style of communication and
presentation according to target audience
• Prepare presentation according to desired outcomes
• Provide an opportunity for audience to ask questions
• Follow up with stakeholders following presentation
• Evaluate presentation and identify areas for improvement
• Identify objectives of negotiation, and needs and requirements of
stakeholders
• Identify and document potential issues and problems
• Prepare positions and supporting arguments according to
objectives
• Communicate with stakeholders, and establish areas of common
ground and potential compromise
• Confirm and document outcomes of negotiation

Your assessor will be looking for demonstrated evidence of your

competency in the above.

You are required to address the following:

• Task 2.1 Meeting with the Marketing Team

o Meet with the marketing team to brainstorm ideas about the

assigned task

• Task 2.2 Present to and negotiate the draft work with

relevant stakeholders

o Present the draft work to stakeholders during a meeting

o Negotiate changes, improvements and approval

• Task 2.3 Present to a focus group

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 Task summary and instructions

o Present the finalised work to a focus group for testing

Although the assessment requires group collaboration to simulate a

work environment, the assessment submission is individual, and it will
be marked as such.
What do I need to do • submit the completed assessment tasks, according to instructions,
to complete this task • complete the tasks with sufficient detail and present them in a
satisfactorily? professional manner,
• use your own words and reference sources appropriately,
• meet the word count where required,
• use the scenario provided,
• use the templates provided where required,
• for your performance to be deemed satisfactory in this
assessment task you must satisfactorily address all of the
assessment criteria,
• if part of this task is not satisfactorily completed you will be asked
to complete further assessment to demonstrate satisfactory
performance.

Specifications You must deliver/participate in:

• Meeting with the marketing team (Role-Play) in week 3

• Meeting with relevant stakeholders in week 4 (Role-Play)
• Presentation for the focus group in week 5 (Role-Play)

You must submit to GOALS

• Meeting agenda x 2
• Email to the marketing team
• Meeting preparation table
• Reflection – meeting with the Marketing Team
• Meeting minutes x 2
• Email to the CEO x 3
• Email to stakeholders
• Meeting, presentation and negotiation - preparation table
• PowerPoint x 2
• Reflection – Meeting with stakeholders
• Peer Review forms
• Focus group presentation
• Testing feedback forms
• Reflection on the focus group

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 Task summary and instructions

Resources and • Computer with Internet access

equipment • Access to Microsoft Office suites or similar software
• Learning material
• Scenario for assessment as provided
• Appendices as provided
• Relevant policies and procedures as provided
• Templates as provided

Re-submission You will be provided feedback on your performance by the Assessor.

opportunities The feedback will indicate if you have satisfactorily addressed the
requirements of each part of this task. If any parts of the task are not
satisfactorily completed, the assessor will explain why, and provide
you written feedback along with guidance on what you must
undertake to demonstrate satisfactory performance. Re-assessment
attempt(s) will be arranged at a later time and date. You have the
right to appeal the outcome of assessment decisions if you feel that
you have been dealt with unfairly or have other appropriate grounds
for an appeal. You are encouraged to consult with the assessor prior
to attempting this task if you do not understand any part of this task
or if you have any learning issues or needs that may hinder you when
attempting any part of the assessment.

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 Complete the following activities:

You have been recently engaged by XYZ Pty Ltd trading as MMI as a Project Manager (PM) to develop
and implement a project to open a new campus in Sydney (refer to MMI strategic objectives).

The Marketing Manager is going on maternity leave, and her replacement won’t start for another four
weeks. As you are in charge of the new campus project, the CEO asked you to assist the marketing
team in developing the following:

• A promotional message to advertise the new campus in Sydney

• A mood board to inspire the design of a new website dedicated to the new campus

This assessment requires you to:

• Work in collaboration with the marketing team to draft your promotional message and mood board

• Present your draft work to relevant stakeholders for feedback and approval

• Negotiate changes to the promotional message and mood board

• Present and test the finalised work using a focus group

Task 2.1 Meeting with the Marketing Team

Schedule a time with the trainer and assessor in week 3 of class to meet with the marketing team
(played by a group of classmates). This is a Role-Play.

The meeting is about brainstorming ideas for the promotional message and the mood board.

The trainer and assessor will validate that the meeting took place and provide feedback on the
marking sheet.

If you are absent from class, it is your responsibility to make alternative arrangements with the trainer
and assessor to perform the Role-Play.

1. Organise the meeting (20-30 minutes)

Stakeholders availability is as follows:

Team Member Role Availability

Jason Content Writer Monday 10-12
Tuesday 16-17
Thursday 10-13

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 Team Member Role Availability
Friday 15-16
Maria Marketing Officer Monday 9-10
Wednesday 13-14
Thursday 12-13
Logan Social Media Officer Wednesday 16-17
(Part-Time) Thursday 12:30-13:30
Friday 12-13

I. Develop a meeting agenda (Template 1).

Include 3-4 agenda items, consider staff availability when scheduling a time for the meeting.

Template 1 -Meeting Agenda

Meeting Agenda
Meeting Title Marketing plan for promoting new Campus
Date and Time Thursday (13/04/2023): 12-13:10
Location Sydney
Attendees Team members: Jason, Maria, Logan & PM
Content
Items for discussion Presenter Duration
<Promotional message> PM 15 min
<Mood board> Maria 15 min
<Editing & Adjustment> Jason 15 min
<Facebook posts> Logan 15 min
Review of Action Items from NA NA
the previous meeting
Proposals for the next Presenting and testing the finalized 10 min (extra)
meeting agenda work

II. Write an email to the team to inform them about the meeting.

Attach the meeting agenda and mention any other relevant meeting material in the message
body (example: link to competitors' website).

Use Template 2.

The email text should be grammatically correct and written in an appropriate (polite, business-
like) style.

(50-100 words)

Template 2 -Email
Email to Marketing Team

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 To: [email protected]
Cc: [email protected]
Bcc:
Subject: Marketing plan for promoting new Sydney campus
Date email is sent: 14/04/2023
Attachments: Sydney_marketing_v1.docx
Dear Marketing Team,

As you all know, due to the fact that Marketing Manager is on maternity leave, I am very pleased in
assisting our team for the new Sydney campus project in the next one month.

Our first challenge is to create a marketing plan for promoting the new campus to local students and
educational agents. This requires the preparation for a good, concise and on-point promotional
message as well as an attractive mood board. Therefore it is very important that we should hold a
meeting this week.

Since all of you are commonly available on Thursday, 13th of April around 12pm to 1pm, I think this
is the ideal time for our meeting. The location should be on-site in Sydney office. I will be presenting
my ideas about how a promotional message should look like. Maria will take care of mood board and
Jason will tell us on how he thinks we should be writing our content. Last but not least is when Logan
will help us brainstorming what we should post on MMI’s Facebook page. Hence, our meeting will
comprise of four parts, divided equally into 15 min each. Finally, we will spend just a little bit of extra
time on how we should present our finalized work to Project Sponsor in the next meeting, as it might
be occurring same time next week.

I hope that all of you will attend the meeting and prepare your work before we start our discussion.

Thank you very much!

I look forward to meeting with you all.

Kind regards,

Dai Duong Dinh

Interim Project Manager

2. Prepare for the meeting

Reflect on the meeting requirements and prepare for the meeting. Complete the table below:

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 Meeting preparation
Authority to present Project Manager

What is your authority to organise and

facilitate this meeting?
Compliance - Subject matter relating to MMI’s marketing
plan should be discrete within the
Identify any compliance requirements (2- organization
3).
For instance: - The presentation of marketing must follow
• Information subject to policy and procedures as well as to be
confidentiality
• Adherence to policy and procedures
approved by the project steering committee
• WHS considerations - Team working and the use of human
resources must adhere to WHS policies,
Employee Agreements
Information needs Participants should know our the subject and their contributing
part in the meeting beforehand. They need to prepare their work
What do participants need to know? before the meeting date. The purpose of the meeting is:
What is the purpose of the meeting? (2-3
key items)
- To create a promotional message for
promoting new Sydney Campus
- Mood board for the new website design of the
Sydney Campus
Position The meeting outcomes are the responsibilities held by not only
project manager but also team members. Each teamber is
Describe your position in line with the specifically tasked with a deliverable for the project: Content
purpose of the meeting. For example,
how will you ensure that the meeting has writing (Proof-reading, editing), Marketing (Designs, Proposals)
clear outcomes? How will you allow and Social Media PR. Every single deliverable will have a due
everybody to engage in the
brainstorming? (30-50 words)
date and standard or framework that each temember must
follow. Their work progress will be updated twice a day to project
manager until the next meeting where the finalized combined
work is presented to Project Steering Committee and Project
Sponsor for approval.

3. Conduct the meeting (20-30 minutes)

Facilitate the meeting with the marketing team:

• Explain the meeting objectives and seek consensus

• Assign roles such as the meeting chair and note-taker
• Facilitate the brainstorming
• Make sure that all team members participate actively
• Lead the meeting to achieve clear outcomes
• Use active listening and questioning to seek information and confirm understanding
• Adapt your communication style to build trust with the team
• Create a positive work environment during the meeting
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 Reflect on the meeting and answer the questions in the table below.

(50-100 words in total)

Reflection – meeting with the Marketing Team

How did you take notes during When each team member presents their work, the rest of the
the meeting? team (other two team members and PM) will take brief notes.
Who chaired the meeting? Project Manager
How did you facilitate the Every team member will present their word according to their
meeting? Provide an example. assigned roles. Questions and feedback will be answered and
delivered at the end of each part.
What did you do well? What The time management for the meeting is operated smoothly.
could you improve? What could have been improved is the scheduling for the
meeting and its length as well as team members’ contribution.

4. Write the meeting minutes

Record the meeting minutes using Template 3.

Template 3 -Meeting Minutes

Meeting Minutes
Meeting Title Marketing plan for promoting new Campus
Date and Time Thursday (13/04/2023): 12-13:10
Location Sydney
Attendees Team members: Jason, Maria, Logan & PM
Apologies Jason is late: 5 min
Summary of Discussion
<Promotional The aim is to welcome and invite local as well as international to be
message> studying at the new MMI’s Sydney Campus whose reputation in
Melbourne has been demonstrated over the years in terms of after
school career
<Mood board> The design for the new websites must adhere to marketing standards
and policies, including photos of new campus and references
<Content writing The content of promotional messeage, moodbaord, presentations
and Social media should focus on benefits of studying at the campus such as positive
posts> environment, after-school career links and uniqueness of campus
design, its sustainability policy
Action Items
Responsibility Deadline
<PR message and Jason & Maria 26th of April
mood board >
<Editing content and Logan & Jason 26th of April
Facebook posts >
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 5. Inform stakeholders of the outcome of the meeting

Write an email to the CEO, Ms Deborah Red, to inform her about the ideas brainstormed during
the meeting and your choice with the promotional message and mood board.

Include a draft of the promotional message and mood board in the message body. Please note
that the mood board can be as simple as a collage of images.

Attach the meeting minutes to the email.

Use Template 2.

The email text should be grammatically correct and written in an appropriate (polite, business-like)
style.

(60-100 words)

Template 2 -Email
Email to the CEO
To: [email protected]
Cc: [email protected]
Bcc: [email protected]
Subject: On Marketing Plan for New Sydney Campus
Date email is sent: 17/04/2023
Attachments: Sydney_marketing_plan.pdf, Sydney_marketing_minutes.pdf
Dear Ms. Deborah Red, MMI’s CEO

My name is Dai Duong Dinh and I have been appointed to work as an interim Project Manager for
replacing MMI’s Marketing Manager who is on leave for one month. I am very happy to have this
opportunity and I hope that I can bring my expertise as well as experience into the team.

Last week, our Marketing Team has held a meeting, the meeting outcomes can be found in the two
attached documents. Overall, it is a quite satisfactory result to have a team with diverse knowledge and
creative ideas around.

As you know, the Marketing Plan comprises mostly of three parts: Promotional Message, Mood Board
for the newly-designed website and Social Media posts. In this email, I will include our finalized
Promotional Message and Mood Board with a collage of images.

Indeed, our Promotional message and Mood board will be:

“MMI SYDNEY. YOUR DREAM, YOUR DECISION. REGISTER NOW”

(20% discount in tuition fees for early applicants before August, conditions apply – refer website:
https://mmi.edu.au/Sydney/campus)

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 We hope that this marketing campaign will satisfy MMI Board of Directors’ long-term vision for the new
campus.

Thank you very much for your time.

I look forward to hearing from you soon.

Kind regards,

Dai Duong Dinh

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 Task 2.2 Present to and negotiate the draft work with relevant stakeholders

Schedule a time with the trainer and assessor in week 4 of class to meet with relevant stakeholders
(played by a group of classmates). This is a Role-Play.

The meeting is about :

• Presenting your draft work for the promotional message and the mood board
• Gather feedback and input from stakeholders
• Negotiate changes and improvements
• Obtain approval

The trainer and assessor will validate that the meeting took place and provide feedback on the
marking sheet.

If you are absent from class, it is your responsibility to make alternative arrangements with the trainer
and assessor to perform the Role-Play.

1. Organise the meeting (20-30 minutes)

Stakeholders availability is as follows:

Stakeholder Role Availability

Deborah Red CEO Tuesday 11-12
Thursday 16-17
Leonard Black CFO Monday 12-13
Wednesday 10-11
Thursday 15-17
Taylor Duncan Academic Manager Monday 12-14
Tuesday 10-12
Thursday 12-17
Friday 9-10

I. Develop a meeting agenda (Template 1).

Include 3-4 agenda items, consider staff availability when scheduling a time for the meeting.

Template 1 -Meeting Agenda

Meeting Agenda
Meeting Title Marketing Plan for new Sydney Campus
Date and Time Thursday (20/04/2014): 16-17
Location Sydney

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 Meeting Agenda
Attendees Deborah Red (CEO), Leonard Black (CFO), Taylor Duncan
(Academic Manager), Taylor Varin (Project Sponsor), Project
Manager, Marketing Officer (note-taker)
Content
Items for discussion Presenter Duration
<Promotional Message> Project Manager 15 min
<Mood Board> Project Manager 15 min
<Changes and Improvement> Project Sponsor 15 min
<Approval and next step> CEO 15 min
Review of Action Items from NA NA
the previous meeting
Proposals for the next Implementation plan for marketing 5 - 10 min (extra)
meeting agenda campaign

II. Write an email to the stakeholders to inform them of the meeting.

Attach the meeting agenda and mention any other relevant meeting material in the message
body (example: link to competitors' website).

Use Template 2.

The email text should be grammatically correct and written in an appropriate (polite, business-
like) style.

(50-100 words)

Template 2 -Email
Email to Stakeholders
To: [email protected]
Cc: [email protected], [email protected], [email protected]
Bcc: [email protected]
Subject: On Marketing plan for new Sydney Campus
Date email is sent: 17/04/2023
Attachments: Sydney_marketing_plan_final.pdf
Dear M(r)s Deborah Red, MMI’s CEO and appointed members of Project Steering Committee,

I am writing to you this email as an invitation to our meeting regarding the marketing plan for new
Sydney Campus.

The marketing plan, which has been prepared by my Marketing Team last week, includes two
important components: Promotional Message and Mood Board.

The draft work for this plan will be presented by me for the first half an hour of the meeting.

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 The last half hour we will be discussing any changes, with which M(r)s Taylor Varin has already in
mind a few innitiatives. The approval process from you and the project steering board will be crucial
stage for proceeding to the next step of our marketing campaign.

I will be meeting with you all at Sydney office on Thursday (12/04/2023) from 4pm to 5pm where we
can also take a tour to our new campus site.

Please do not hesitate to ask me if you have any question.

Thank you very much for your time.

I look forward to seeing you there.

Kind regards,

Dai Duong

2. Prepare for the meeting

Reflect on the meeting requirements and prepare for the meeting, the negotiation and the
presentation.

Assume the following:

• The implementation of your proposal for the promotional message and the website would be
10% over budget. The CFO does not want to run any project over budget.
• The CFO is detailed oriented; he likes facts and data; he is efficient and to the point. He is not
a risk-taker.
• The Academic Manager is not assertive but responsive; she values the quality of the courses.
She is a low-risk taker and compliance-driven. She can be over-sensitive, emotional and
sometimes dramatic.
• The CEO is a risk-taker, decisive and determined. She is strong-minded. She can be impatient,
inflexible, and a poor listener.
• The CEO would be happy to spend additional money on your proposal, but she knows that the
board would not accept a higher budget.
• The CEO wants an engaging and professionally structured presentation.

When conducting the meeting, please note that your classmates will play their roles based on the
scenario described above.

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 Complete the table below:

Meeting, presentation and negotiation - preparation

Authority to present As a Project Manager whose team has completed the content for
promotional message and mood board. It is important to note
What is your authority to organise and that Project Sponsor has delegated the Project Manager into
present in this meeting?
presenting the draft version of this marketing campaign.
Compliance • Subject matter relating to MMI’s marketing plan should be
discrete within the organization
Identify any compliance requirements (2- • The presentation of marketing must follow policy and
3).
For instance: procedures as well as to be approved by the project steering
• Information subject to committee
confidentiality
• Adherence to policy and procedures
• Team working and the use of human resources must adhere
• WHS considerations to WHS policies, Employee Agreements
Information needs Stakeholders need to be aware of the cost, extent and method
for the implementation of the marketing campaign,
What do the stakeholders need to know? communication channels that are used. The likely impact of the
What is the purpose of the meeting? (2-3
key items) plan into its brand strategy. The purpose of the meeting is to
provide the draft work and approval for:
- Promotional message
- Mood board

Position Consultation with project steering committee on subject matter

and given a few changes from project sponsor, the promotional
Describe your position in line with the message and mood board can be modified in order to suit the
purpose of this meeting. For example,
how can you influence the stakeholders CEO and the Board’s vision. After the meeting, all feedbacks
to approve your draft work? (30-50 must be used for adjusting changes. The timeline for this
words)
adjustment should take no longer than 2 days. The final version
of the draft work then must be sent to CEO and project steering
committee as soon as possible.
Forum The meeting will be conducted at meeting room in Sydney
Campus office. As noted previously, the meeting will be divided
Outline the forum of choice for the into four parts. The first two parts are the content of marketing
presentation, including details. For
instance, how the meeting will be campaign. The second two parts are changes and approval. The
structured. time are divided equally between parts. Feedbacks and questions
will be reserved to be answered and discussed in the second half
of the meeting.
Communication The tone, structure and style of communication should be
professional, calm and assertive due to the charactertistcs of the
Determine and outline the tone, structure stakeholders in the meeting.
and style of communication of the
presentation according to the target
audience.
Presentation Submit the PowerPoint with the assessment. Call this PowerPoint
Prepare a brief PowerPoint presentation 1.

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 Meeting, presentation and negotiation - preparation
(5-6 slides) to present the promotional
Refer to the Appendix
message and the mood board.
Include a slide for Q&A.
Objectives of the - To get the ideas, advice and innitiatives from
negotiation CEO and the Board
- To get approval for Marketing plan from CEO
Identify the objectives of the negotiation and the Board
during the meeting (2-3)
- To get funding approval from CEO and the
Board
Needs and requirements • The Marketing Campaign including: Promotional Message,
from stakeholders Mood Board for new website, Social Media posts,
communication channels and deliveries must conform with
Identify needs and requirements from organizational standards, company’s long-term vision
stakeholders (4-5). Hint: refer to the
scenario provided and the Case Study in • The budget for Marketing Campaign must fall into reasonable
Appendix 1. bounds (given funding)
• Facts and data are important in implementing the campaign
• Professional content and its delivery is a must
Issues and problems • The website is 10% over budget
• The presentation lacks data and related information
Identify potential issues and problems. regarding competitors
(3-4)
• There would further discussion regarding the implementation
of marketing campaign: how and when
Position and supporting Despite the fact that the website is 10% over budget, the board
arguments should understand that it is very important to have the
competive website design with mood board in order to excel
Prepare position and supporting competitors in this digital age. Although the presentation lacks
arguments for the negotiation.
data and information regarding competitors, it is not too
important due to our positioning and niche market (local
students with low budget, aspiring for jobs after school). The
methods for implementation will be discussed after approval
from CEO and the Board (expecting 3-4 days from Meeting date).

3. Conduct the meeting (20-30 minutes)

Facilitate the meeting with the stakeholders:

• Explain the meeting objectives and seek consensus

• Assign roles such as chair and note-taker
• Facilitate the conversation
• Ensure participation and engagement from stakeholders
• Lead the meeting to achieve clear outcomes
• Use active listening and questioning to seek information and confirm understanding
• Adapt your communication style to build trust with the team
• Create a positive work environment during the meeting

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 • Present the promotional message and the mood board
• Answer questions from stakeholders and provide relevant information
• Establish areas of common ground and potential compromise
• Manage the stakeholders' different personalities and expectations
• Negotiate changes and improvements
• Achieve consensus and obtain approval for the promotional message and the mood board

Reflect on the meeting and answer the questions in the table below.

(100-150 words in total)

Reflection – Meeting with stakeholders

How did you take notes during A team member (Maria – Marketing Officer) will be rostered
the meeting? to attend the meeting and taking notes
Who chaired the meeting? Project Sponsor – Taylor Varin
How did you facilitate the The meeting is divided into 4 sections, each with 15 min, with
meeting? Provide an example. a presenter then discussions. The Q&As for the first two
sections will be reserved for the second two sections.
What negotiation technique/s did Since it’s about new Campus’ marketing campaign for MMI
you use? Why? Education it is very crucial to listen to ideas and feedbacks
from CEO and project steering committee. The project
manager who is acting as an interim Marketing Manager only
acts as an immediator between the project deliveries and
CEO’s requirements. Adjustments and changes can also be
made to create a win-win situation for two parties.
What was the tone of your The tone should be professional, calm and assertive to
presentation? How did you influence stakeholders. Also empathetic and emotional
positively influence stakeholders? intelligence can be used to persuade stakeholders.
What did you do well? What The presentation went well with good illustrations and
could you improve? straight to the points. Improvements can be made with better
research and segmentation techniques.

4. Peer- review

• Provide the stakeholders with the feedback report form (Template 4) before the presentation,
in soft or hard copy, to take notes.
• Ask your classmates to complete the feedback report, sign and date.
• Provide evidence that the feedback reports were completed: a scanned copy of the forms
attached to your submission.
• Take the feedback received into consideration and finalise the promotional message and the
mood board to present to the focus group in Task 2.3.

Template 4 -Feedback Report

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 Peer Review Form
Full Name and signature Full Name:
of the student completing Dai Duong Dinh
the peer review.
Signature:

Date
The Project Manager Strongly Agree Neutral Disagree Strongly
facilitated the meeting Agree Disagree
effectively by encouraging
participation and feedback. ✓

The Project Manager Strongly Agree Neutral Disagree Strongly

demonstrated positive Agree Disagree
reception of ideas and ✓
acknowledged suggestions,
improvements and feedback.
The presentation was Strongly Agree Neutral Disagree Strongly
engaging, informative and Agree Disagree
professionally delivered.
✓

The Project Manager Strongly Agree Neutral Disagree Strongly

established a relationship of Agree Disagree
mutual trust and respect with
the stakeholders.
✓

The Project Manager Strongly Agree Neutral Disagree Strongly

negotiated effectively with Agree Disagree
the stakeholders.
✓

The Project Manager used Strongly Agree Neutral Disagree Strongly

active listening and Agree Disagree
questioning when discussing
and clarifying information
and to confirm
understanding.

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 Peer Review Form
✓

The outcome of the meeting Exceptional Excellent Very Good Fair Poor Very
was…. Good Poor
✓
Overall, the meeting was … Exceptional Excellent Very Good Fair Poor Very
Good Poor
✓
Feedback about organising The Project Manager has organized time and sequencing the
and facilitating the meeting. meeting duration up to standards. Stakeholders have time to ask
(30-50 words) questions and be answered accordingly. The meeting went well in
terms of clear objectives with plans. The meeting can be better
organized with the help of video conferencing with other executives.
Scheduling for the meeting can also be improved.
Feedback about negotiation The Project Manager has used his advantage in communications:
skills. listening skill in order to receive requirements from CEO and other
(30-50 words) stakeholders. Changes in budgeting still require further discussion
but the reason for changes is understandable on the ground of
getting ahead other competitors.
Feedback about the Overall, the presentation was good. The Project Manager with his
presentation. soft-skill has satisfied CEO and stakeholders with his content and
(30-50 words) reasons. However, negotiation skils from the Project Manager can
still be improved given the diverse characteristics of meeting
attendees.

5. Write the meeting minutes

Record the meeting minutes using Template 3.

Template 3 -Meeting Minutes

Meeting Minutes
Meeting Title On Marketing plan for new Sydney Campus
Date and Time Thursday (20/04/2023): 16-17
Location Sydney

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 Meeting Minutes
Attendees Deborah Red (CEO), Leonard Black (CFO), Taylor Duncan (Academic
Manager), Taylor Varin (Project Sponsor), Project Manager, Marketing
officer (note-taker)
Apologies Mr. Eli Brown and Mr. Jacob Graham can not attend due to availability
Summary of Discussion
<Promotional Promotional message has delivered the marketing positioning of the
Message> company however there are still room for further changes and
improvements regarding its content, advertising strategy and
implementation.
<Mood Board> The mood board has delivered the competitive advantage of MMI’s new
Sydney Campus, however it might be considered basic for some
stakeholders.
<Changes & Changes regarding advertising message and updates may reflect in the
Approval> changes for budgeting which might required approval from CFO and the
board. A marketing expert from project steering committee can be
consulted for the final review of the campaign.
Action Items
Responsibility Deadline
<Documenting Marketing officer (Maria) & PM In 2 days after meeting
changes >
<Final review > PM & PS 30/04/2023

6. Inform stakeholders of the outcome of the meeting

Write an email to the CEO, Ms Deborah Red, to summarise the outcome of the meeting.

Summarise the agreed changes and improvements, and describe the actions taken to implement
the agreed changes.

Attach the meeting minutes to the email.

Use Template 2.

The email text should be grammatically correct and written in an appropriate (polite, business-like)
style.

(60-100 words)

Template 2 -Email
Email to the CEO
To: [email protected]
Cc: [email protected], [email protected], [email protected]
Bcc: [email protected]
Subject: On Marketing plan for new Sydney Campus
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 Date email is sent: 21/04/2023
Attachments: Sydney_marketing_plan_final.pdf, Sydney_marketing_presentation.pdf,
Sydney_campaign_meeting_notes.docx
Dear M(r)s Deborah Red, MMI’s CEO,

Thank you very much for the opportunity to be meeting you and and appointed Steering Committee
members. On behalf of my team, it was a very nice moment for me to be presenting you our marketing
campaign under the supervision of M(r)s Taylor Varin, our project sponsor.

The meeting has gone well with respect to our objectives and expected outcomes.

Promotional message has delivered the marketing positioning of the company however there are still
room for further changes and improvements regarding its content, advertising strategy and
implementation. Same with the mood board. It has delivered the competitive advantage of MMI’s
new Sydney Campus, however it might be considered basic for some stakeholders.

For changes regarding advertising message and updates, these may reflect in the changes for
budgeting (over 10% budget) which might required approval from CFO and the board. A marketing
expert from project steering committee can be consulted for the final review of the campaign. I
suggest Mr Eli Brown and Mr Jacob Graham who could not attend meeting can be helping us with
this.

A follow-up email about all the changes, QAs, final review and implementation will be sent to you and
the project steering group in couple of days.

Thank you very much for your time and consideration.

We are looking forward to your reply and approval.

Kind regards,

Dai Duong Dinh

Task 2.3 Present to a focus group

This task requires you to test the finalised promotional message and mood board with a focus group.

Schedule a time with the trainer and assessor in week 5 of class and present the finalised work to a
group of classmates who will play the role of prospective students (target group in the focus group) in
simulated work conditions.This is a Role-Play.

Duration: 15-20 minutes.

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 The trainer and assessor will evaluate your performance during the Role-Play and provide feedback on
the marking sheet.

If you are absent from class, it is your responsibility to make alternative arrangements with the trainer
and assessor to perform the Role-Play.

Before the presentation

• Plan for the presentation. Complete the table below:

Focus group presentation - preparation

Authority to present As a project manager who is responsible for marketing campaign
that comprises of creating a promotional message and mood
What is your authority to organise and board. A focus group is the the market test for the campaign
present to the focus group?
where feedbacks are required.
Compliance • Subject matter relating to MMI’s marketing plan should be
discrete within the organization
Identify any compliance requirements (2- • The presentation of marketing must follow policy and
3).
For instance: procedures as well as to be approved by the project steering
• Information subject to committee
confidentiality
• Adherence to policy and procedures
• Team working and the use of human resources must adhere
• WHS considerations to WHS policies, Employee Agreements
• The focus group must sign Non-disclosure Agreements
Information needs The focus group needs to be objective in their judgement and
response to the marketing campaign. They need to know that
What does the focus group need to the promotional message and mood board are MMI’s intellectual
know? What is the purpose of the focus
group? (2-3 key items) property and the focus group acts as a test for the final release
of the marketing campaign
Position All the QA forms must be filled out. The questions should be both
quantitative and qualitative. The questions are then analysed
Describe your position in line with the with statistical methods. The sample group can be as small as
purpose of communication. For example,
how can you collect unbiased and 20 students or from 50-100 students, depends on the project
objective feedback from the focus group? steering committee and their purpose, whether it is to ask
(30-50 words)
opinions or running the trial version of marketing plan. The QAs
form sent to students via email and complete anonymously. The
students may or may not know each other.
Forum The testing will be held in two types:
- Focus group of 20 students: testing response
Outline the forum of choice for the for promotional message and mood board on-
presentation, including details. For
instance, how the testing will be site
structured. - Focus group of 50-100 students: sending QA
forms via email as a feedback survey
Communication When presenting to the focus group the tone should be friendly,
open; communication style should be authentic but at the same
time persuasive

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 Focus group presentation - preparation
Determine and outline the tone, structure
and style of communication of the
presentation to the focus.
Presentation Submit the PowerPoint with the assessment. Call this PowerPoint
Prepare a brief PowerPoint presentation 2.
(5-6 slides) to present the finalised
promotional message and the mood
board to the focus group.
Include a slide for Q&A.

• Prepare to provide the testing feedback form (Template 5) to each participant in the focus group
(soft or hard copy).

Template 5 - Testing feedback form

Testing Feedback Form
Date: 27/04/2023
Name of the student providing feedback: John Doe
Thank you for participating in this focus group.
You will be presented with a promotional message for the new campus in Sydney and a mood board
for a website promoting the campus to prospective students students.
Please answer the questions below and let us know what we are doing right and what we can improve.
Question Your answer
Describe your first impression of the Exciting, Concise, Informative
promotional message about the new campus
in 3 words.
Would the message lead you to find out Y ☑
more about the school and campus?
N☐

How would you describe the tone of the Welcoming

message? Use one adjective that best
describes it.
Would you visit the campus based on the Y ☑
appeal of the promotional message?
N☐

I liked the colours Y ☑ N ☐

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 Testing Feedback Form
When looking at the mood board, what did Why?
you think (tick all that applies):

The design is appealing Y ☑ N ☐

Why?

I would explore the website Y ☑ N ☐

Why?

Would you change anything? Y ☑ N ☐

If yes, what?
More pictures

What caught your attention in the mood Campus design, it’s different from other schools
board? Why?
Do you have any questions, observations, or Y ☐
feedback that you would like to share?
N☑
If yes, please provide your comments below:

During the presentation

• Explain the objective of the focus group presentation

• Present the finalised promotional message and mood board
• Ensure participation and engagement from the focus group
• Use active listening and questioning to seek information and confirm understanding
• Adapt your communication style to build trust with the focus group
• Create a positive environment during the focus group
• Answer questions from the focus group and provide relevant information
• Collect feedback from the focus group

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 After the presentation

• Provide evidence that the feedback reports were completed: a scanned copy of the forms attached
to your submission
• Reflect on the presentation to the focus group and answer the questions in the table below.

(50-100 words in total)

Reflection – Meeting with stakeholders

How did you facilitate the focus The focus group of 20 prospective students are invited to take
group? a tour at new Sydney campus and attending the presentation
What did you find most Some students are not expressing opinions or interests
challenging during the
presentation?
Provide an example of a question Q: What is the after school opportunities provided at campus?
you answered. A: The campus will provide student with practical learning
experience, focusing on case studies, several students and
alumni can help us with consulting or referring job
opportunities and giving us advice on future career
What did you do well? What The presentation is professional and well received. However,
could you improve? student excitement can be improved by holding an event

• Write an email to the CEO, Ms Deborah Red, to summarise the focus group's outcome.

Summarise the feedback received by the focus group and how you will follow up on that feedback.

Use Template 2.

The email text should be grammatically correct and written in an appropriate (polite, business-like)
style.

(50-100 words)

Template 2 -Email
Email to the CEO
To: [email protected]
Cc: [email protected]
Bcc: [email protected]
Subject: Focus Group market test outcomes
Date email is sent: 01/05/2023
Attachments: focus_group_outcomes.docx

Dear M(r)s Deborah Red - MMI’s CEO,

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 Thank you very much for giving me the opportunity to present with you and the Board our marketing
campaign for Sydney campus. It has been well-received and appreciated.

Also, thank you for approving the promotional message and mood board so we can start the process
for our new Sydney Campus marketing campaign.

Indeed, last week we have invited a group of prospective students to our new Sydney campus. The
students were given a tour around the Sydney campus and attending our marketing plan presentation.
The presentation was well received with many students fell so excited to come and study with us.
Some students also suggest having a pre-commencement event so more students will know more
about MMI Sydney. The QA forms were also sent to students via email, where the summarized results
can be found in the attached file. Overall, 75% of attendees were happy with the presentation and
are likely to register with us; only 10% is still making up their own mind and 15% of the students are
in the neutral position.

We will document our lessons learned and hand-over to the Marketing Manager after she comes back.

Once again, thank you for this opportunity. Please do not hesitate to ask us if you have any questions.

I look forward to seeing your reply.

Kind regards,

Dai Duong

References

Please include your references below:

(Please refer to this referencing guide if needed or speak to your trainer for any specific referencing
requirements for this assessment)

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