BSBTEC601 Assessment Task 1_ V1.0

Assessment Cover Sheet Student Name (Please write in block letters) Lalita Student ID IBN Unit Code / Unit Name BSBTEC601 - Review organisational digital strategy Assessment No. 1 Date of Submission 09/10/2023 Student Declaration : I certify that:  I declare that I have received sufficient training prior to the assessment.  I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source.  I have read the Assessment and Student Handbook and I understand all the rules and guidelines for undertaking assessments.  I give permission for my assessment material to be used for continuous improvement purposes. Student Signature: __Lalita____ Date: __09_ / 10___ / _2023___ Trainer/Assessor Feedback Trainer/Assessor Signature_______________________ Date: ____ / _____ / ______ Result: □ Satisfactory | □ Not Satisfactory Assessment Task 1 BSBTEC601_V1.0 Page 1 of 12

Assessment method-based instructions and guidelines: Knowledge Test Assessment type  Written Questions Instructions provided to the student: Assessment task description:  This is the first (1) assessment task you must successfully complete to be deemed competent in this unit of competency.  The Knowledge Test is comprised of eight (8) written questions  You must respond to all questions and submit them to your Trainer/Assessor.  You must answer all questions to the required level, e.g. provide an answer within the required word limit, to be deemed satisfactory in this task Applicable conditions:  All knowledge tests are untimed and are conducted as open book assessment (this means you can refer to your textbook during the test).  You must read and respond to all questions.  You may handwrite/use a computer to answer the questions.  You must complete the task independently.  No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.  As you complete this assessment task, you are predominately demonstrating your written skills and knowledge to your trainer/assessor. Location:  This assessment task may be completed in: ☐ a classroom ☐ learning management system (i.e. Moodle),  Your trainer/assessor will provide you with further information regarding the location for completing this assessment task. Instructions for answering the written questions:  Complete a written assessment consisting of a series of questions.  You will be required to answer all the questions correctly.  Do not start answering questions without understanding what is required. Read the questions carefully and critically analyse them for a few seconds; this will help you to identify what information is needed in the answer.  Your answers must demonstrate an understanding and application of the relevant concepts and critical thinking.  Be concise, to the point and write answers within the word-limit given to each question. Do not provide irrelevant information. Remember, quantity is not quality.  You must write your responses in your own words.  Use non-discriminatory language. The language used should not devalue, demean, or exclude individuals or groups based on attributes such as gender, disability, culture, race, religion, sexual preference or age. Gender-inclusive language should be used.  When you quote, paraphrase, summarise or copy information from other sources to write your answers or research your work, always acknowledge the source. Assessment Task 1 BSBTEC601_V1.0 Page 2 of 12

Assessment Task 1: Knowledge Test Provide your response to each question below. 1. Answer the following questions: 1.1. What is a digital strategy? What are the key features and objectives of a robust digital strategy? Write your answer in 150-200 words. A digital strategy, sometimes called a digital media strategy, is a plan for maximizing the business benefits of data assets and technology-focused initiatives. A successful digital strategy requires a cross- functional team with executive leadership, marketing and information technology (IT) members. It involves breaking down the silo between information technology leaders and those of other customer- facing departments to deliver a consistent digital customer experience. While traditional information technology strategies tend to focus on long-term road maps and budget forecasts that extend years into the future, digital strategies tend to rely on short-term, month-to-month road maps that are tied to actionable items and measurable business objectives. To be successful, the strategy should place focus on where the company value chain is vulnerable to disruption and could be made stronger and more economically viable from a digital reboot. One of the challenges for establishing a digital strategy is to figure out which services should be done in-house, which services should be outsourced to a third-party provider and which services require customization in order to be effective. In some companies, the CIO is in charge of both customer-facing initiatives and the back-end infrastructure that supports them. In other companies, however, a Chief Digital Officer (CDO) may be appointed to create and execute strategies and provide management with data that demonstrates how digital initiatives are adding value to the company. Either way, a digital strategy should be customer- focused and address ways to improve the company's social media footprint, organic search results, customer engagement and brand recognition. It should also include strategies for reputation management. Useful digital tools for evaluating the success of a digital strategy include Cognos, Compete, Alexa, Google Analytics, Facebook analytics and SproutSocial 1.2. Explain the key features of the following organisational policies and procedures related to digital strategy in 200-250 words. Organizational policies and procedures for digital strategy should include a broad declaration of company's overall digital ambitions and provide firm’s digital plan framework, be in line with your mission statement and business strategy, and simply outline your goals and objectives for using digital media throughout your company. The CEO and legal administrators from your top management should approve, sign, and review it. a) Digital marketing policy and procedures The promotion of your company through the use of digital technologies and resources. Tools such as social media platforms, mobile apps, micro sites, and websites are used in digital Assessment Task 1 BSBTEC601_V1.0 Page 4 of 12

marketing. The digital marketing policies and practices are engaging, easily accessible to the audience, targeted at the right individuals, and well-organized. b) Online security policy and procedures Organizations may have either separate ISPs addressing various aspects of information security or one ISP covering multiple domains. Information security policies and IT security policies may range from high-level documents outlining an organization’s general data security principles and objectives to policies covering specific issues, such as network security or password management. c) Digital customer interaction policy and procedures The digital customer interaction policies and procedures are cost-effective, help with training, and build customer satisfaction through engaging them. 3. Answer the following questions: 3.1. Explain the key features, methodology and criteria for the development of review plans in 150-200 words. Reviews are development and maintenance activities that require time and resources. They should be planned so that there is a place for them in the project schedule. An organization should develop a review plan template that can be applied to all software projects. The template should specify the following items for inclusion in the review plan. • review goals; • items being reviewed; • preconditions for the review; • roles, team size, participants; Review criteria are designed to enable clinicians and others to assess care. However, there is no established method for developing criteria, and they are often confused with guidelines. Criteria should comprise measurable activities that are appropriate for the setting in which they are to be used. They should also be based on research evidence and prioritised according to the strength of that evidence and effect on outcome. Good criteria can be used to aid implementation of guidelines by providing a standard against which to monitor performance and enabling clinical audit. 3.2. What are the three (3) stages of digital innovation a business should be assessed on when conducting a review or audit of digital strategy? Write your answer in 150-200 words. Explore: Business, Customer, and Technology Insights Assessment Task 1 BSBTEC601_V1.0 Page 5 of 12

c) Customer interaction a comprehensive examination of all aspects of a customer's relationship with a business, from the moment they become aware of it to their post-purchase experience. d) Technology and efficiency a way to minimize the accountants engagement on an audit by providing a number of processes including uploading source documentation, providing the correct accounts, doing certain testing, and more. 5. Explain the methods of analysing review information related to digital strategy according to the review plan in 300-350 words. Review information is analyzed through different methods such as competitors, target market, and through the history of other plans. It is essential to consider what other competitors are doing when formulating a digital strategy. The target market's behavior should also be evaluated because it is helpful when developing a system since it gives feedback on areas to improve. Review information is also analyzed by how companies have succeeded and what techniques or plans they used. For example Descriptive Analysis Descriptive analysis involves summarizing and describing the main features of a dataset. It focuses on organizing and presenting the data in a meaningful way, often using measures such as mean, median, mode, and standard deviation. It provides an overview of the data and helps identify patterns or trends. Inferential Analysis Inferential analysis aims to make inferences or predictions about a larger population based on sample data. It involves applying statistical techniques such as hypothesis testing, confidence intervals, and regression analysis. It helps generalize findings from a sample to a larger population. Exploratory Data Analysis (EDA) EDA focuses on exploring and understanding the data without preconceived hypotheses. It involves visualizations, summary statistics, and data profiling techniques to uncover patterns, relationships, and interesting features. It helps generate hypotheses for further analysis. Diagnostic Analysis Assessment Task 1 BSBTEC601_V1.0 Page 7 of 12

Diagnostic analysis aims to understand the cause-and-effect relationships within the data. It investigates the factors or variables that contribute to specific outcomes or behaviors. Techniques such as regression analysis, ANOVA (Analysis of Variance), or correlation analysis are commonly used in diagnostic analysis. Predictive Analysis Predictive analysis involves using historical data to make predictions or forecasts about future outcomes. It utilizes statistical modeling techniques, machine learning algorithms, and time series analysis to identify patterns and build predictive models. It is often used for forecasting sales, predicting customer behavior, or estimating risk. 6. Answer the following questions: 6.1. Explain the format of the digital strategy review report in 150-200 words. 1. Write a title and an introduction You can first title your strategy report so that everyone in an organization can easily refer to it and locate it when necessary. The title can be several words long, and it can aim to explain the goals it hopes to achieve. After you compose an engaging title, you can write an introduction to your strategy report. Try to make this introduction about a paragraph long, and ensure that it explains the report's purpose and what tools and methodology you used to create it. 2. Include the company's core values and mission statement You can now create a section that contains the company's core values and mission statement. This information can be valuable to anyone who reads the report, including an employee who's new to the company or an executive member who's responsible for multiple organizations. This section provides context and emphasizes why the company is attempting to meet the goals it lists later on in the report. 3. Explain the market that the company is in and list its competitors In the next section of your strategy report, you can explain the market that the organization is in and explain who its competitors are. This section can help you understand a company's current circumstances and how it can better use the resources it has available. You may consider conducting a SWOT analysis to decide on what a company's unique offerings are and how it can succeed over its competitors. 4. Determine your SMART goals You can determine your SMART goals to give your readers some general direction. These can emphasize what the organization hopes to achieve over the long term. During this step, you may Assessment Task 1 BSBTEC601_V1.0 Page 8 of 12

1. Focus on Conversion, Not Just Leads One of the most important pillars of a winning digital marketing strategy is data. Data and metrics should influence every decision and action a marketing team takes. In today’s market, this means digging through the data to understand where potential customers are spending their time (which social platforms and websites), and then targeting them with specific content. While B2C marketing teams traditionally take the approach of casting a wide net and hoping for the best, advances in big data and machine learning have made it possible to dig deeper and impact conversion rates on an individual level. By targeting specific demographics and audience segments with certain types of content, incentives, or product recommendations, marketers can go further in pushing the customer’s decision toward a purchase. 2. Set the Stage for Long-Term Value While it may be tempting to shoot for short-term wins, marketers should always consider long-term value when making strategy decisions. Before pouring resources into a one-off campaign for a specific social media platform, marketers would be wise to perform due diligence and research to ensure the investment will pay off in the long term. This mindset also applies to tools and solutions. When navigating the purchasing process, marketers should make sure the solutions are positioned to help the team succeed in the long run, not just solve short-term problems. While it’s not critical to have every detail of a multi-year strategy ironed out, it is a good idea to have a plan for growth and an understanding for how a tool will help make that plan a reality. With technology changing at an exponential pace, there will always be ideas and trends that are ‘in’ or ‘the hot new thing’ in the industry. Marketers should take care to understand where the brand best stands to benefit from these trends before making any decisions that could impact long-term growth or revenue. 3. Double Down on Customer Service Digital marketers may be thinking, “What does customer service have to do with me?” Although it’s sometimes easy to forget, every single interaction a customer has with a brand impacts their opinion of that brand, and is thus considered ‘customer service’. This is even more important for digital companies that must repeat brand-conscious customer service tactics across multiple platforms and channels. This is a critical component of achieving success with omnichannel marketing, which means ensuring a single customer has a seamless, integrated buying experience, no matter the platform or channel. Assessment Task 1 BSBTEC601_V1.0 Page 10 of 12

Even though the concept of customer service may feel like a more fundamental concern for brick-and- mortar stores than online retailers, many of today’s brands have shown the importance of stellar service in e-commerce experiences. Digital marketers play a key role in establishing a customer-centric reputation for the brand. Whether this is through personalized emails, welcome pages, or customized product recommendations, that personal touch can make a huge difference in the eyes of the customer. In fact, 56% of customers are more likely to buy from a brand that recognizes them by name. Consumers expect personalization because they expect superior customer service. 4. Create the Ultimate Buying Journey As it becomes easier for marketers to understand their consumer audience in more depth, it’s also possible to refine processes and create the ultimate buying journey. Digital marketers can see exactly what content is most successful among consumers, and then strategically build upon that momentum for maximum returns. If, for example, a brand knows a majority of customers are coming to their website via social media, it can beef up social campaigns and design smoother workflows to help the customer from point A to point B. Creating the ultimate buying journey for customers also means optimizing their online and mobile shopping experiences. As shopping moves online, and online shopping moves to mobile, brands must make sure their sites render well, are consistent with brand guidelines, and make it simple for shoppers to find what they’re looking for. After all, the smoother the buying journey, the higher the likelihood of a conversion. 8. Explain the following methods of distribution of the final review report in 150-200 words. a) Stakeholder meetings The stakeholder meeting is used to introduce stakeholders in a project to one another. It's used to get buy-in and also defines the project's objectives. It is also a time in which stakeholder interviews can take place to get insights into their goals and perspectives, how they want to get updates and more b) E-mail A distribution list is an email address that is used to message a group of recipients. Rather than using the cc function and manually adding every address each time you send a message, distribution lists allow you to use a single address when reaching out (and you can add or remove members whenever you wish) c) Online presentations a prepared speech or talk in which a person or group provides information, pitches a new idea, or introduces a new product or service through a video call. Online presentations are given to an audience, usually in a business setting. Assessment Task 1 BSBTEC601_V1.0 Page 11 of 12