Course Title: Design and develop marketing communication plans
Part B: Course Detail
Teaching Period: Term1 2023
Course Code: MKTG6117C
Course Title: Design and develop marketing communication plans
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
School: 525T Business & Enterprise
Campus: City Campus
Program: C5404 - Diploma of Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
Tel:99255522
alain.grossbard@rmit.edu.au
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.
Pre-requisites and Co-requisites
None
Course Description
This unit describes the skills and knowledge required to identify and evaluate a range of marketing communication mediums to design and develop marketing communication plans.
The unit applies to individuals who work in advertising, public relations, marketing or other promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG552 Design and develop marketing communication plans |
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Element: |
1. Prepare marketing communication plan information |
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Performance Criteria: |
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Element: |
2. Design marketing communication plan |
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Performance Criteria: |
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Element: |
3. Finalise marketing communication plan |
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Performance Criteria: |
3.1 Prepare budget and timeline proposal 3.2 Present marketing communication plan to client 3.3 Seek feedback from relevant stakeholders on communication plan 3.4 Make changed to the communications plan according to feedback received |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify and evaluate a range of marketing communication mediums to design and develop marketing communication plans.
Details of Learning Activities
Details of Learning Activities
This course is structured to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided for you to complete outside of the scheduled class time.
A range of in-class activities, case studies and independent research is included in the learning activities for this course. We expect you to participate and contribute to all scheduled learning activities.
The learning activities will also include group discussion, group problem-solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
| Week 1 | 09 February | Introduction to the course and requirements | Introduction to WIL Client |
| Week 2 | 16 February | Marketing Fundamentals | Recent case study Marketing Communication Plan No. 1 |
| Week 3 | 23 February | Marketing objectives | Recent case study Marketing Communication Plan No. 2 |
| Week 4 | 2 March | Client brief and marketing communication plan | |
| Week 5 | 9 March | Marketing communication strategies | Recent case study Marketing Communication Plan No. 3 |
| Week 6 | 16 March | Marketing communication strategies | Recent case study Marketing Communication Plan No. 4 |
| Week 7 | 23 March | The client brief for the marketing communication plan | |
| Week 8 | 30 March | Marketing digital tools | Recent case study Marketing Communication Plan No. 5 |
| Week 9 | 6 April | Finalise Assessment No. 1 | Submit Assessment Task 1 |
| Mid-semester break Friday 7 April to 14 April inclusive | |||
| Week 10 | 20 April | Marketing communication tactics | |
| Week 11 | 27 April | Budget and Timeline | |
| Week 12 | 4 May | Evaluation of marketing communication plans | |
| Week 13 | 11 May | Finalising Client Report | |
| Week 14 | 18 May | Finalising Client Report and reparation for pitch to the client | Submit Assessment Task 2 (Report) |
| Week 15 | 25 May | Pitch to the client | |
| Week 16 | 1 June | Review of Client Feedback | Submit Assessment Task 2 (Presentation) |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
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
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- design and develop at least one marketing communication plan.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- legislative requirements relevant to marketing communication plans
- key features of marketing communications plans
- content and format of marketing communication plans including:
- purpose statement
- definition of target audience
- analysis of product or service
- legal and ethical constraints
- marketing communication functions and media vehicles
- procedures for developing budget proposals.
Feedback
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.
Assessment Tasks
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
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- design and develop at least one marketing communication plan.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- legislative requirements relevant to marketing communication plans
- key features of marketing communications plans
- content and format of marketing communication plans including:
- purpose statement
- definition of target audience
- analysis of product or service
- legal and ethical constraints
- marketing communication functions and media vehicles
- procedures for developing budget proposals.
Feedback
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.
Assessment Tasks
Task 1
This short-answer assessment task is one of two assessment tasks the you need to complete satisfactorily, in order to be deemed competent for this unit.
This assessment will allow you to demonstrate your knowledge required to design and develop marketing communication plans that will cover:
- Prepare marketing communication plan information – that will identify and confirm marketing communication purpose and objectives, expectations, target audience, messages and strategies, scheduling, and budgetary requirements;
- Design marketing communication plan – identify key features of marketing communications mix options and compare advantages and disadvantages of communication mix.
- Identify, analyse and evaluate complex texts to determine requirements of advertising brief, legislative, regulatory and business requirements
- Establish success measure for marketing communication plans.
Task 2
This assessment task is the second of the two required to demonstrate competency for this unit.
This assessment task has been developed to allow you to work individually to demonstrate the skills and knowledge required to identify and evaluate a range of marketing communication mediums and to design and develop a marketing communication plan for a company of your choice or one selected for you by your instructor.
To complete this assessment task, you can use a company/organisation of your choice or one that your instructor selects for you. Using this company, you will need to research, design and finalise a marketing plan and present it to the client.
Select a company that employs more than 10 people. You can select an Australian or international company. The company would need to have a marketing plan available for you to peruse and then select. Consult with instructor as to the suitability of the company.
To produce the Marketing Communication Plan, you will need to complete the following tasks:
Task 1: Research and interview the organisation
Task 2: Prepare marketing communication plan information
Task 3: Design marketing communication plan
Task 4: Present to the organisation/client
Task 5: Finalise marketing communication plan
Task 1: Research and interview the organisation
Part A - Prepare for interview
Approach and interview a company either of your own choice or one selected by your Instructor to find out the current marketing communication plan position.
Before you interview the company, a series of questions (maximum 8 questions) need to be developed. These can be formulated as a questionnaire, Form, interview questions, focus group questions.
You should refer to the following items to assist in preparing the questionnaire which will assist you with conducting an interview with the organisation/client:
- Marketing communication purpose
- Analysis of the product or service
- Their marketing objectives and expectations of outcomes
- Types of legal and ethical constraints
- The present marketing functions and media vehicles used.
- Budget and timeline required to implement a marketing plan
- Target audience
The assessor will need to see the questionnaire before it is used.
Part B - Conduct and write up the interview
Make a time to interview your client organisation.
Conduct the interview using the questions you have prepared. The interview time should be no more than 30 minutes
Write up the client’s responses and include the date the interview took place, the name of the client/organisation and the person/people you interviewed. This information should be used to prepare the marketing communication plan (Task 2 below).
Task 2: Prepare Marketing Communication Plan
For this part of the task, you will need to prepare a marketing communication plan. To do this, you need to identify and evaluate a range of marketing communication mediums to design and develop a marketing communication plan. This may include traditional mediums including print, radio, television, direct mail and telephone; while the online mediums could include email, social medium, pay per click marketing, search engine marketing and mobile marketing.
You will need to research, identify and confirm content and format of marketing communication plan including:
- Purpose statement
- Analysis of product or service
- Legislative requirements relevant to marketing communication plan covering legal and ethical constraints
- Marketing communication functions and media vehicles
- Procedures for developing budget proposal
- Anticipated timeline (Gantt chart)
- Identify and define the current target audience markets
Ensure you have incorporated the feedback you have received from the client in Task 1.
Organise this information using the above headings and submit this plan as a business report (Marketing Communication Plan Part A) (approximately 400-500 words)
Task 3: Design Marketing Communication Report
To undertake and document research according to Task 2 above, the student will now need to:
- Summarise outcomes and finding to relevant stakeholders e.g. Client, Instructor, etc.
- Identify marketing communication mix options such as advertising; personal selling and direct marketing; discounts and promotions; public relations and messaging; direct marketing; sponsorships
- Compare advantages and disadvantages of communications mix
- Cover legislative and ethical requirements relevant to marketing communication plan
- Select marketing communication mix according to marketing communication brief
- Prepare budget and timeline proposal (the budget costs need to be referenced and accurately detailed. The timeline may be formulated as a Gantt chart)
- Establish success measures for marketing communication plan such as key performance indicators, metrics; response and feedback; track engagement; turnover; reach, etc.
Organise this information using the above headings and submit this report (Marketing Communication Report Part B) (approximately 600-800 words).
Task 4: Present to the organisation/client
A) Present the marketing communication plan (you produced in Task 3) to the organisation/client in a visual and verbal presentation either in person or online for an allocated time of approximately eight (8) minutes.
Address each of the points outlined in Task 3.
B) Seek feedback from the client and any relevant stakeholders on the marketing communication plan.
After the meeting, detail the suggested feedback changes discussed by all parties in a way that such changes can be made to the marketing communication plan. Such record of changes should be documented into the report (150 -200 words)
Task 5 Finalise Marketing Communication Plan
Finalise the marketing communication plan (ensure you include the budget and timeline proposal)
Ensure you incorporate a minimum of 2 changes in the final marketing communication plan as suggested by the client and indicate what these are/where these are.
Assessment Matrix
The assessment matrix that maps all the assessments is available on CANVAS.
Other Information
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview