Course Title: Design and develop an integrated marketing communication plan

Part A: Course Overview

Program: C5342 Diploma of Marketing

Course Title: Design and develop an integrated marketing communication plan

Portfolio: BUS Portfolio Office

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7926C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

 Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email: timothy.wallis@rmit.edu.au



Course Description

This unit describes the skills and knowledge required to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan, and to develop a marketing communication brief and creative brief
reflecting client needs and preferences.

It applies to individuals working in a supervisory or management marketing or advertising role, within a marketing or advertising team or media organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG523 Design and develop an integrated marketing communication plan

Elements:

1. Determine marketing communication requirements

2. Develop marketing communication brief

3. Design integrated marketing communication strategy

4. Select and recommend media for marketing strategy

5. Develop creative brief

Learning Outcomes

This unit describes the skills and knowledge required to identify, develop and design marketing communication for clients.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • produce an integrated strategic marketing communication plan for presentation to a client, including:
    •  purpose statement
    •  definition of target audience
    •  analysis of product or service
    •  legal and ethical constraints
    •  marketing communication functions and media vehicles chosen, with rationale for each
    •  creative brief for media options
    •  schedule for creative work
    •  budgetary allocation for each media vehicle.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline economic, social and industry trends relevant to choice of appropriate media options
  • analyse industry products or services to recommend appropriate media options
  • summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • explain principles of consumer behaviour and influences on buyer behaviour
  • summarise range of marketing communication options for different markets
  • describe and contrast range of media vehicles for marketing communication options.

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.