Course Title: Design and develop an integrated marketing communication plan
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7926C
Course Title: Design and develop an integrated marketing communication plan
School: 650T Vocational Business Education
Campus: City Campus
Program: C5342 - Diploma of Marketing
Course Contact: Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email: timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Gail Scowcroft
gail.scowcroft@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 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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG523 Design and develop an integrated marketing communication plan |
Element: |
1. Determine marketing communication requirements |
Performance Criteria: |
1.1 Confirm marketing communication purpose and objectives with client 1.2 Obtain comprehensive client and product information 1.3 Review outcomes of previous marketing communication with client 1.4 Confirm budget allocation with client |
Element: |
2. Develop marketing communication brief |
Performance Criteria: |
2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs 2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication 2.3 Define key characteristics, competitive factors and market situation facing product or service 2.4 Include a summary of information on target audience, and legal and ethical constraints |
Element: |
3. Design integrated marketing communication strategy |
Performance Criteria: |
3.1 Select marketing communication options appropriate for marketing communication brief 3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service 3.3 Determine media characteristics matching brief requirements 3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences 3.5 Evaluate media styles against the brand character of product or service being marketed 3.6 Compare advantages and disadvantages of selecting multiple media in a media plan 3.7 Develop and apply criteria for selecting multiple media combinations |
Element: |
4. Select and recommend media for marketing strategy |
Performance Criteria: |
4.1 Select media vehicles that match requirements of marketing brief for product or service 4.2 Recommend primary and secondary marketing media that meet target audience preferences 4.3 Ensure recommended media meet the brief, client's requirements, and legal and ethical constraints |
Element: |
5. Develop creative brief |
Performance Criteria: |
5.1 Identify creative content for chosen media using consumer language in the brief 5.2 Identify pitch or appeal for product or service in the brief that meets client requirements 5.3 Identify supporting information required for consumer understanding of product or service in the brief 5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief 5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief |
Learning Outcomes
This unit describes the skills and knowledge required to identify, develop and design marketing communication for clients.
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, tutorials and laboratory exercises. Additional learning activities may also be provided to students to complete outside of scheduled class time. The concepts learned will be explored through the investigation of real world (agency brief) and simulated environments (case analysis).
Teaching Schedule
Session |
Topic |
Assessment |
1 |
Course Induction Embracing the new media landscape & consumer mindset
|
|
2 |
Live briefing from client
|
Assignment 1: Group project briefing
|
3 |
Understanding the company & its consumer/customer |
|
4 |
Mapping out the situation |
|
5 |
Building a marketing strategy
|
|
6 |
Planning the communication strategy and campaign concept
|
|
8 |
Planning the media strategy and tactics
|
|
29 Aug – 2 Sept |
Mid semester break |
|
9 |
Finalising the media plan • Implementing the media plan into the IMC plan |
Assignment 1 – IMC Plan Due (Group Project)
|
10 |
Creative Brief Writing (Workshop 1)
|
|
11 |
Evaluating the effectiveness of the campaign Creative Brief Writing (Workshop 2)
|
Assignment 2 - Individual Creative Brief Due |
12 |
Developing and finalising ‘The Pitch’ *Feedback from Assignment 1 – IMC Plan |
|
13 |
Presentations |
Assignment 3 – Presentation of Group’s Project Work Due Presentation Schedule on Blackboard |
14 |
Presentations
|
Assignment 3 – Presentation of Group’s Project Work Due Presentation Schedule on Blackboard |
15 |
Student interviews and feedback |
|
16 |
No classes – all resubmissions due this week |
|
Learning Resources
Prescribed Texts
Wells, Spence-stone, Moriarty, Burnett, 2015 Advertising, Principles and Practice, Australasian Edition, Pearson Education |
|
Blakeman, R, 2014, Creative Strategy from idea to Implementation, 2nd Edition, Rowman & Littlefield Publishers, U.S. |
|
Eagle, Dahl, Czarnecka, Lloyd, 2015, Marketing Communications, Routledge, UK |
|
Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK |
|
Percy, L 2014, Strategic Integrated Marketing Communications, 2nd Edition, Routledge, UK |
References
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.
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.
Assessment Tasks
There are three assessment tasks for this course. All assessment tasks must be completed and be graded as competent to pass the course.
Assessment Task 1 – IMC Plan (50%), 2500 words – Group Assessment (Industry Based Project):
Due Week 9
Requirements:
This is an industry based project; therefore deadlines are designed around the client briefing session and availability of the client (all project work must be completed on time and all group members present at the briefing session). You will be assessed on your understanding of the brief.
Working in small groups you are required to develop an IMC (Integrated Marketing and Communication) Plan for a real client and present this plan in Assessment Task 3. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing session—covering all components of integrated marketing communications. In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the brand’s identity and product, identify the target market and consumer behaviour, provide a market analysis, plan appropriate media and communication channels for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets.
You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Blackboard as either a PDF or Word file.
*A guideline for key areas to be researched and included in the IMC Plan will be provided on Blackboard.
Assessment Task 2 – Creative Brief (20%), – Individual Assessment (Industry Based Project):
Due Week 11
Requirements:
You are required to develop a Creative Brief based on the marketing and communication objectives and research from Assignment 1 (IMC Plan). The Creative Brief ensures the understanding of the client brief and addresses the creative plan for a prospective advertising campaign.
*A brief template will be provided on Blackboard
Assessment Task 3 – Presentation of Project Work and Big Idea (30%), Group Assessment (Industry Based Project):
Due Weeks’ 13 & 14
Requirements:
In your group, you are required to develop a presentation with accompanying visual aids (electronic and printed materials), drawing on your group’s project work from Assessment 1 and 2. This is the presentation of your IMC plan and pitch of your group’s big idea for a prospective advertising campaign. All groups’ are to consider the most effective ways to present their ideas using suitable visuals, video integration and design elements.
The presentation must cover the following areas as per the criteria sheet: marketing, media, communication and creative approaches for a new campaign based on the client’s brief. Presentations will run for 15 mins, allowing for an additional 5-7 mins of question time. The schedules for team presentations will be posted on Blackboard in Week 12. All group members are to present to receive a pass in this assessment task.
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview