Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2019

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:

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.

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

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 MKTG7984C Mine Data to Identify Industry Directions. 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.





Assessment /Comment           


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



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




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





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)




Brand and communication strategy

·  Marketing vs communication strategy

·  Managing and protecting brand equity

·  Positioning the message and a product or service



Planning the communication strategy and campaign concept

·    Achieving 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)



 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 

Assign 1 – IMC Plan & Pit Stop Minutes Due


Creative Brief Writing Workshop 1/ Client Briefing Session

·  Converting the client brief into the creative brief

- Key elements within the brief

·  Developing a creative brief

Client Briefing Session – Attendance compulsory


Creative Brief Writing Workshop 2

 - Preparing briefs for businesses

- Finalising the creative brief for communications

Assign 2 – Creative Brief Due


Mid-semester break running from Friday 19th April - Friday 26th April



Planning and developing comms pieces

- Selecting the best creative brief to use for client communications

- Planning the direction for comms



Developing and editing communications

- Key messages, content, layout and formatting



Finalising communication pieces for client presentation

•Technical editing and amending workshop

Assign 3 (Part A): Final comms pieces due



 Preparing your presentations


*Presentations are scheduled for Weeks' 15 and 16




- Scheduled during class time

- Check Canvas weekly module for presentation time


Assign 3 (Part B) Due –First round presentations

*Compulsory attendance for presentation


Finalist team presentations 

- Check schedule on Canvas

- Finalist teams' work is to be presented to client



Finalist team presentations

*Compulsory attendance for presentation







Feedback from group presentations



* All resubmissions due




Learning Resources

Prescribed Texts


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 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)


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 students 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 profile consumer behaviour, provide a market analysis—including; plan appropriate media and communication channels (including content strategy) 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 final communication pieces presented (Assessment 3).     

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the client 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 and template 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. 

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

Details of Assessment:

  • Part A: Present an IMC Plan in report format (2500 words, not including appendices or reference list). You can use a variety of supporting evidence and research methods, including primary and secondary research.
  • Part B: Evidence of a minimum of 5 x Pit Stop team meetings (2 pages per meeting)
  • The IMC Plan and Pit Stop minutes are to be electronically submitted via Canvas in either a Word or PDF file.


Due date: Week 8


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


In this assessment task, you are required to develop a Creative Brief based on the marketing and communication objectives and research gathered from Assignment 1 (your team’s IMC Plan). The brief is also to align with the strategic direction of the client brief given at the beginning of the project.

The Creative Brief needs to demonstrate an understanding of the client brief, highlighting key objectives to deliver and address the creative plan for a prospective campaign. This assessment task gives individual team members an opportunity to contribute their creative ideas to the agency team. The agency team will then decide on the best brief to use for the creative comms pieces presented in Assessment Task 3.

*A brief template will be provided and there will be a series of workshops in class to support with the development of the assessment task above.

Details of Assessment:

  • Present a Creative Brief in the template provided (Maximum 2 pages).
  • The Creative Brief is to be submitted via Canvas in either a Word or PDF file.

Due date: Week 10


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


In your group, you are required to develop and present your team’s campaign communication pieces to a panel, 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 prospective campaign messages using suitable: copy, visuals, sound, layout and design elements.

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

Part A (Your team is to create communication pieces for the following formats):

  1. 1 x A1 Poster using high quality images
  2. 1 x 30 second video (for online media platforms) OR 8 x Social media ads with headline, image and body copy (portrait)

Part B (Presentation slides):

Your team is to present the creative comms pieces and IMC strategy to the panel using suitable presentation software.


Details of Assessment:

Part A and Part B work is to be submitted and uploaded to Canvas.

Presentations will run for 15- 20 minutes, allowing any additional question time. The schedules for the team presentations will be posted in Canvas.

Due dates:

Part A (creative comms pieces) due: All artwork/comms pieces must be submitted to Canvas by the end of Week 13. This is for the scheduling of final presentations.

Part B (Presentations) due: Group presentation times will be scheduled during Week 15 class times and the finalist teams will be scheduled to present to the client in Week 16 (depending on availability of the client). All presentation slides are to be uploaded to Canvas by the end of Week 15.

Duration (presentation): 10 minutes

*An outline of what to include in the presentation will be provided throughout the presentation guide in Canvas



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