Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: MKTG7926C

Course Title: Design and develop an integrated marketing communication plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Felicity Burns:

felicity.burns@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.


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


Learners will learn the skills required to create an integrated marketing plan including creative briefs adapted to suit organisational strategies and plans


Details of Learning Activities

This course is clustered (co-delivered and co assessed) with MKTG7984C Mine Data to identify Industry Directions.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 clustered (co-delivered and co assessed) with BUSM8740C Manage client account. 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         

   Week Commencing

  Topic                                                                          

Assessment /Comment           

1

5th February

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 IMC?
  • The industry shift—integration and convergence
  • Consumer attitudes
  • Advertising from a marketing communications perspective
  • Client briefing dates

 

2

12th February

IMC Planning

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

 

 

3

19th February

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

 

Client Briefing Session – Attendance compulsory

 

4

26th February

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)

 

 

5

5th March

Brand and communication strategy

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

 

6

12th March (Public Holiday Monday)

Planning the communication strategy and campaign concept

  • Achieving communication objectives
  • Setting the creative space
  • Brainstorming and big idea generation

 

7

19th March

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)

 

8a

26th March

 Finalising the IMC Plan

•       Implementing the media plan into the IMC plan
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

•       Preparing to write creative brief and ideas for story board

 

Mid-semester break  (Thursday 29th March –  Wednesday 4th April)

Assign 1 – IMC Plan & Pit Stop Minutes Due

8b

W/C 5th April

 Creative Brief Writing (Workshop 1)

  • Converting the client brief into the creative brief
  • Developing a creative brief

 

9

9th April

Creative Brief Writing (Workshop 2)

  • Finalising the creative brief for communications

*Feedback from Assignment 1 – IMC Plan

 

 

Assign 2 – Creative Brief Due

10

16th April

Developing the communications
• Selecting the best creative brief to use for client communications

 

11

23rd April

Developing and editing communications


•Technical editing and amending workshop

 

12

30th April

Finalising communications pieces for client presentation


•Technical editing and amending workshop

 

13

7th May

Client presentations

*Scheduled during class time, check Blackboard for presentation time

Assign 3 –Presentations Due

*Compulsory attendance for presentation

14

14th May

Finalist teams to edit communications – no scheduled classes

  

15

21st May

Finalist presentations – no scheduled classes/work to be presented to client

 *Finalist team presentations

16

28th May

No classes - resubmissions only

 

Feedback

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

All learning materials will be provided in CANVAS.


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.

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.

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.

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

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 – IMC Plan & Pit Stop Minutes, 2500 words – Group Assessment (Industry Based Project)

Requirements:

Part A – IMC (Integrated Marketing Communications) Plan

This is an industry based project working with an Australian business; 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 must be present at the client briefing session and for all Pit Stop meetings during Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your integrated marketing communications approach and your attendance at Pit Stop meetings. This project provides you with the opportunity create an IMC plan and communications strategy for a real client.

Working in small groups of 3-4 you are required to develop an IMC (Integrated Marketing and Communication) Plan for the allocated client. 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. The outcome and research from the IMC Plan will lead to a communications piece in Assessment 3.

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the client’s communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Canvas as either a PDF or Word file.

*A guideline for key areas to be researched and included in the IMC Plan will be provided

Part B – Pit Stop Minutes

Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7. A minimum of 5 x Pit Stops meetings with your team are to be held in this time and recorded during this time. This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting without supporting paperwork. 

*Pit Stop Templates will be under the resource folder in Canvas

Due date: Week 8a

Assessment Task 2 – Creative Brief, Individual Assessment (Industry Based Project)

Requirements:

You are required to develop a Creative Brief based on the marketing and communication objectives and research from Assignment 1. The Creative Brief is designed around the understanding of the client brief and addresses the creative plan for prospective campaign communications.

*There will be a series of workshops in class to support with the development of the assessment task above.

Details of Assessment:

All work is to be presented and uploaded to Canvas using the template provided. Please upload either a PDF or Word file.

Due date: Week 10

Assessment Task 3 – Creative Communications Presentation, Group Assessment (Industry Based Project)

Requirements:

In your group, you are required to develop and present your team’s campaign communication pieces to the client, drawing on your group’s project work from Assessment 1 and 2 and delivering the core message within the digital communications. The communication pieces are to be based on the needs of the client’s brief and planned communications. All groups’ are to consider the most effective ways to present and communicate a prospective campaign message using suitable: copy, visuals, sound, layout and design elements.

Your team will present the creative communication pieces using the most suitable media to drive the creative communications.

Presentations will run for 15 minutes, allowing any additional question time. The schedules for the team presentations will be posted in Canvas in Week 12.

Details of Assessment:

Creative work is to be uploaded to Canvas after the presentation.

Due date: Group presentation times will be scheduled during Week 13 and finalist teams in Week 15 (depending on availability of the client).

Duration: 15 minutes

 

 

 


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:  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.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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.

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