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.