Course Title: Develop and apply knowledge of marketing communication industry

Part B: Course Detail

Teaching Period: Term1 2018

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 Develop and apply knowledge of marketing communication industry COMM7335C.  The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


   Week Commencing


Assessment /Comment           


5th February


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


12th February

Introduction/overview of the marcomms industry


Understanding how technology enhances the efficiency of an organisation.

Research and referencing.

*Overview Assessment 1



19th February

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).



26th February

Understanding small business needs both online and offline

*Media channels and Apps


 *Guest lecture – Digital Apps/App activity


5th March

Digital solutions for the business and consumer


*Forums, blogs, videos, Websites, image galleries, social media



12th March (Public Holiday Monday)

IP, legislations, organisation policies


*Overview of Assignment 2




19th March


 Assign 1 Due – In class presentations


26th March

 The Agency Environment

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



Different types of marketing, creative and advertising agencies.



 Mid-semester break  (28th August – 3rd September)



W/C 5th April

Key job roles/positions and responsibilities in the marcomms industry

  • Select positions to research for Assignment 3

*Overview of Assignment 3



9th April

Project work


  • Setting up groups
  • Understanding the project brief and planning


Assign 2 Due


16th April

Video Production & Editing - Workshop 1

Creating content for a video script and storyboard

*Guest lecture script writing & POV


23rd April

 Video Production & Editing - Workshop 2

Technical approaches and tactics for creating a video

*Technical - video editing and production


30th April

Editing/finalising work



7th May

Editing/finalising work



14th May


Feedback – no scheduled classes

 Assign 3 Due


21st May

Resubmissions due



28th May

Resubmissions due


Learning Resources

Prescribed Texts


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.

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

Assessment Task 1 – Digital Solutions Plan Presentation, 10 minutes, Individual


Understanding how new media channels and digital technologies are used (to improve 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— to apply and inform digital solutions.

In this task, you are to find and research a small local business that could expand their business presence online. You are to evaluate the background of the company, the product/services that they offer and prepare a digital solutions plan (mapping out new media and applications the business could implement to improve the business online).

*A template of the key aspects to address will be provided

Details of assessment:

The plan needs to be presented in a presentation format with evidence of the criteria outlined. You are required to submit your presentation slides online following the presentation in class. The slides are to be created in Canvas for the presentation.

Length: 10 minutes

Due date: In class Week 7

Assessment Task 2 – Agency Report, 1200 words - Individual


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 table and images of agency in Appendix

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

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

Due date: Week 9

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 a corporate scenario and exchange between at least three employees within a marketing and communications agency. All groups are to prepare a short video of an office scene that highlights the responsibilities of the positions in-house from the perspective of a real scenario. You can use the TV series Mad Men as a guide for preparing your video.

*Please note: there will be workshops on producing the video and writing the script in class workshops as outlined in your weekly schedule.

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

Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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:   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:   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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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):    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 CA Competency Achieved – Not 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.

Course Overview: Access Course Overview