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: C5344 - Diploma of Advertising

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff


Felicity Burns:

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


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


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


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


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


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


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

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


Schedule for MKTG7926C Design & Develop an Integrated Marketing Communication Plan

Further details can be found on Blackboard for dates of each session
Please note that due to industry involvement, dates may move - please check Blackboard for any adjustments.





Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide (including: Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents, Online learning environment, Where to get support - Student study support)


Embracing the new media landscape & consumer mindset

  • Overview of course
  • What is marcomms?
  • The industry shift—integration and convergence
  • Consumer attitudes
  • Advertising from a marketing communications perspective
  • Legislations impacting the media industry



Live briefing from client

  • Evaluating a marketing communication brief
  • Preparing questions and research for project work
  • Analysing and understanding the client brief
  • Key areas of the IMC plan


Assignment 1: Group project briefing



Understanding the company & its consumer/customer
• Developing a research plan for the IMC plan
• The situation analysis (market position)
• The company analysis
• The consumer analysis
• Product usage
• Understanding the customer journey and pathway to purchase




Mapping out the situation
• Market analysis
• Product and brand analysis
• Competitive analysis
• Pursuing brand equity
• Defining problems and identifying opportunities
• Setting and testing objectives (marketing, communication and media)



Building a marketing strategy

  • Marketing vs advertising communication strategy
  • Managing and protecting brand equity
  • Positioning the message and a product or service
  • Marketing Mix



Planning the communication strategy and campaign concept

  • Communication objectives
  • Setting the creative space
  • Brainstorming and big idea generation


Planning the media strategy and tactics


  • Message vs Media approach
  • Developing the integrated marketing mix
  • Media decisions and the campaign process
  • Basic media decisions (objectives, strategy, tactics)


29 Aug – 2 Sept

Mid semester break



Finalising the media plan

• Implementing the media plan into the IMC plan



Assignment 1 – IMC Plan Due (Group Project)



Creative Brief Writing (Workshop 1)

  • Converting the client brief into the creative brief
  • Developing and finessing the creative brief




Evaluating the effectiveness of the campaign
• Evaluation as a strategic concern
• Measuring effectiveness argument for and against
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics


Creative Brief Writing (Workshop 2)

  • Finalising the creative brief and big idea



Assignment 2   - Individual Creative Brief Due


Developing and finalising ‘The Pitch’
• Bringing it all together

*Feedback from Assignment 1 – IMC Plan




Assignment 3 – Presentation of Group’s Project Work Due


Presentation Schedule on Blackboard




Assignment 3 – Presentation of Group’s Project Work Due


Presentation Schedule on Blackboard


Student interviews and feedback



No classes – all resubmissions due this week


Learning Resources

Prescribed Texts


Other Resources


This semester’s recommended readings:

Percy, L 2014, Strategic Integrated Marketing Communications, 2nd Edition, Routledge, UK

Eagle, Dahl, Czarnecka, Lloyd, 2015, Marketing Communications, Routledge, UK

Blakeman, R, 2014, Creative Strategy from idea to Implementation, 2nd Edition, Rowman & Littlefield Publishers, U.S.


Resources students will find useful from a creative perspective are:

Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK

Wells, Spence-stone, Moriarty, Burnett, 2015 Advertising, Principles and Practice, Australasian Edition, Pearson Education


Additional Resources:

  • Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, U.S.
  • Belch, Belch, Kerr, Powell, 2012, Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, AUS
  • Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th Edition, International Edition, Wadsworth Cengage Learning
  • McDonald, M, & Wilson, H, 2011, Marketing Plans: How to Prepare Them, How to Use Them, Wiley
  • Rossiter, J.R., & Bellman, S., 2005, Marketing Communications Theory and Applications, Pearson Prentice Hall
  • Sayre, S, 2005, Campaign Planner for Integrated Brand Communications, 3rd Edition, Thomson South-Western
  • Shaw, M, 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing
  • Scissors & Baron, 2010, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing


Software and Databases :

  • Roy Morgan Asteroid, GNPD / Euromonitor, IbisWorld, Factiva and other industry related software and databases.


Overview of Assessment


Overview of Assessment

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


Performance Evidence

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.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

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


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.

Assessment Conditions


Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • office equipment and resources
  • relevant legislation, regulations, standards and codes
  • case studies and, where possible, real situations
  • interaction with others.

Assessors must satisfy NVR/AQTF assessor requirements.

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.


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


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

Assessment Task 1 – IMC Plan (50%), 2500 words – Group Assessment (Industry Based Project): Due Week 9


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%), Maximum 2 pages – Individual Assessment (Industry Based Project): Due Week 11


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


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.

*Further details for all assessment can be found on Blackboard under each Assessment Folder.


Other information in relation to the assessment:

It is a requirement as a student studying at RMIT, that you have an appropriate computer or device for study. Therefore, students are expected to have a fully functional and connected computer or device to the RMIT Blackboard by the start of Week 1.  It is expected that all students bring with them their laptop to all sessions throughout the semester as you will be doing project work in each class and need to show evidence of this.  

Peer Assessment/Rating:
Students should note that parts of this assessment is peer rated. Students whose peers rate them to have contributed at lower levels to the rest of the group for any part of the group assessment, and cannot demonstrate equal contribution if requested, may have their individual final grade reduced.  The rating process requires students in order to receive their final grade and feedback, to submit a rating of themselves, and that of each of the team member. Students will be required to not only rate, but also comment on the performance and contribution and performance in relation to the completion of the assessment.

Rating and comments will be on the following areas:
• Contribution: did the team member contribute equally to the assessment throughout the ENTIRE assessment?
• Availability & Accessibility: was the team member available for ALL team meetings; and was the team member accessible and timely on responding to phone or email?
• Quality: did the team member take care to provide quality contributions to the group assessment; and in instances where the quality was not strong, did the team member work to deliver better quality by redrafting the work themselves?
• Reliability: did the team member deliver as promised i.e. on time?

Where a student has been consistently marked down by team peers, the individual’s result may be lower than that of their team members.

Assessment Feedback:
Feedback on the assessments will be provided as per University policy. Where resubmissions are required, it is the responsibility of the students to check the due date listed in the feedback sheet and resubmit within that timeframe. If the resubmission does not occur within the required date and time, a “not yet competent” will be awarded and a fail for the unit will be recorded. It is the individual’s responsibility to monitor Blackboard to be aware that the feedback has been posted.

• Interim grades will appear in Blackboard grade centre for the Report, Creative Brief and Presentation. Explanation of the interim grades are as following:
“CAG” for Competent – for a result between 5.0 and 10.0
“NYC” for Not Yet Competent for any result between 0 and 4.9 (one resubmission granted)
“DNS” for Did not Sit/Submit and no approved extension

As this is a group piece of work responding to a client brief, extensions will not be granted except under exceptional circumstances. Where an individual student has a known condition that may impact the performance of the individual student or that of the group and its ability to submit the work on time, it is recommended that the student contact the Disability Liaison Unit to apply for the appropriate assistance. Due to the intensity of this unit of study, it is recommended this is attended to within the first week of the semester in order to assist team members and the individual with any reasonable adjustments required. Where a student group receives an NYC, they are required to attend to the resubmission and upload the corrected work by the date listed in the feedback for a maximum pass for all team members.

Submission Requirements:

Work is to be completed using the software as per instructed, and saved in the native file format, pdf as per instructed.  The assessments must be uploaded to the assessment tab in your course Blackboard shell by required date. Please note:

-          Work sent by email will not be marked

-          Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:

You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz

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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received before 5pm Friday Week 16.

Assessment Matrix


The assessment matrix will be supplied in the RMIT Blackboard assessment guide.

Course Overview: Access Course Overview