Course Title: Develop and apply knowledge of marketing communication industry

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: COMM7335C

Course Title: Develop and apply knowledge of marketing communication industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Felicity Burns:

Nominal Hours: 40

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


Course Description

 This unit describes the skills and knowledge required to research, analyse and apply knowledge within the marketing communication industry with due consideration to legal and ethical constraints and the digital communication convergent environment.

It applies to individuals who work in entry-level positions with a general knowledge of the structure, organisation and function of the marketing communication industry. Individuals in this role may provide limited leadership and guidance to others.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG418 Develop and apply knowledge of marketing communication industry


1. Develop knowledge of the marketing communications industry

Performance Criteria:

1.1 Identify and access sources of information on the marketing communication industry 1.2 Seek information on the structure and operation of the marketing communication industry 1.3 Obtain information on marketing communication industry sectors, associations, networks and societal role 1.4 Identify and access information on key stakeholders 1.5 Apply industry information appropriately in everyday activities related to typical work roles


2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1 Obtain information regarding employment obligations and opportunities relevant to the marketing communication industry 2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles


3. Identify future trends within the marketing communications industry

Performance Criteria:

3.1 Research developments for marketing communication within digital communications technology 3.2 Scope the relative impact of new and alternative technologies on the industry 3.3 Apply information on future trends in everyday activities related to typical work roles


4. Update industry knowledge

Performance Criteria:

4.1 Conduct formal and informal research to update general knowledge of the industry continuously 4.2 Monitor current issues of concern to the industry 4.3 Share updated knowledge with client and colleagues 4.4 Incorporate updated knowledge into everyday activities related to typical work roles

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop knowledge of the marketing communications industry, identify industry employment obligations and opportunities, identify future trends within the marketing communications industry and update industry knowledge.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule


 This course is co-delivered and co-assessed with Apply Digital Solutions to Work Processes BUSM 7999C





Assessment /Comment           



Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading
• Plagiarism
• Extensions
• Feedback – contact times
• Submission requirements – how all work must be uploaded
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – check emails and Blackboard shells weekly

*Outline for all Assessment Tasks

 *Using Google Apps workshop



Introduction/overview of the marcomms industry

Understanding how technology enhances the efficiency of an organisation.

Research and referencing.

*Overview Assessment 1



Types of software and digital apps used in the workplace.

Using technology as a business solution.

New and alternative technologies used in industry to support workplace functions and business operations (industry shift).




Understanding small business needs both online and offline.

*Media channels


 *Guest lecture – Digital Apps


Providing digital solutions to an organisation to meet the consumer’s needs.

*Forums, blogs, videos, Websites, image galleries



IP, legislations, organisation policies

*Overview of Assignment 2





Different types of marketing, creative and advertising agencies.


The key areas of an agency.


 Assign 1 Due



Areas of service within a full service agency: marketing, media, advertising, creative, production.




Key job roles/positions and responsibilities in the marcomms industry

-         Select positions to research for Assignment 3

*Overview of Assignment 3




Project work


·        Setting up groups

·        Understanding the project brief and planning


Assign 2 Due



Workshop 1

Creating content for a video script and storyboard

*Guest lecture script writing



Workshop 2

Technical approaches and tactics for creating a video

 *Guest lecture POV/technical


Editing/finalising work




Editing/finalising work

Assign 3 Due




No classes - Resubmissions only





No classes - Resubmissions only


































Learning Resources

Prescribed Texts


Other Resources

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.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • Research and report on the marketing communications industry structure, its role in society and within particular organisations
  • develop a stakeholder analysis relevant to particular organisations
  • scope the impact of new and alternative communication technology on the marketing communications industry
  • research and report on the current issues affecting the marketing communications industry.

Knowledge Evidence

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

  • discuss current issues and trends which affect the marketing communications industry
  • categorise industry structures and networks
  • describe organisational and client operating environments, structures, and business and marketing plans
  • list the current digital communications technologies, platforms and devices
  • outline principles and practices of marketing communications and media strategies.


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

 This course is co-delivered and co-assessed with Apply Digital Solutions to Work Processes BUSM 7999C


Assessment Task 1 – Digital Solutions ePortfolio Plan, Individual, 1500 words


Understanding how new media channels and digital technologies are used to enhance the efficiency of functions in the workplace is important for any business. This assessment task will provide you with opportunities to explore digital applications and online media channels used in the workplace— and to apply and inform digital solutions.

In this task, you are to select and research a small local business that could expand their business presence online. You are to research the background of the company, the product/services that they offer and prepare a digital solutions plan (evaluating the appropriate media, tools and applications the business could implement to improve their business). The purpose of this task to improve their business functions in the online space.

*A brief template of the key aspects to address will be provided on Blackboard.

Details of assessment:

The plan needs to be presented in an ePortfolio format with evidence of the criteria outlined. Students are required to submit the link for their plan electronically via Blackboard.

Due: Week 7


Assessment Task 2 – Agency Report, Individual, 1200 words


The marketing and communications industry offer a variety of positions that span from marketing, advertising, media, creative, digital and production. Understanding the structure of a marketing and communications agency, and the various roles within, provides fundamental knowledge of: the agency environment, positions and responsibilities, organisation structure, services offered, key stakeholders, and the functioning of the marketing and communications industry.

In this assessment task, you are to select a marcomms agency in Australia and write a report based on the corporate structure of the agency and the various positions in-house. You are to review the structure of the organisation, the different departments and provide an analysis of the different positions within the agency (from a tiered organisation perspective).

The report needs to address the following:

  • An overview of the agency and what they offer (service wise)
  • The name and description of all of 7 x positions within the agency, supported by an analysis of the roles and responsibilities of each position
  •  An evaluation of any opportunities for progression within each position
  •  A table of the various positions discussed from a tiered organisation perspective

Details of Assessment:

-        Report format (1200 words)

-        Include images of agency in Appendix

Reports need to be electronically submitted via Blackboard as a Word or PDF file.

* A list of key areas to be covered will be provided on Blackboard under the Assessment Folder.

Due: Week 10


Assessment Task 3 – Agency Scenario Video, Small groups of 3-4


From your research in Assignment 2 and working in small groups of 3-4, you are to prepare a script, storyboard and video of an exchange between at least two employees within a marketing and communications agency. All groups are to prepare a short video of an office scene that highlights the responsibilities of each position from the perspective of a real scenario.

*There will be technical workshops for content creation in class

Details of Assessment:

All video files (links), storyboards and scripts are to be uploaded to Blackboard by the submission date.

Length: 4 minutes

Due date: Week 14


Submission Requirements:


Work is to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course Blackboard shell by the required date. Work sent by email will not be marked. Work submitted after the deadline and without the Cover Sheet form from Blackboard below will not be accepted or marked.


Assessment Matrix


Marking Guide (Competency):

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.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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 More Information:;ID=7usdbki

Course Overview: Access Course Overview