Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2020

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: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

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 co delivered with MKTG7984C Mine data to Identify Industry Directions

This course is structures to provide students with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics. work time.These include face to face teacher/student deliveries plus classroom. Additional learning activities may also be provided to students to complete outside of timetabled time.


Teaching Schedule

 Weekly course overview for semester 1 2020.



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


Client Briefing Session – Attendance compulsory



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)

*Marcomms students to meet MKTG/ Dip Commerce students


 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

·  Converting the client brief into the creative brief

- Key elements within the brief

·  Developing a creative brief




Mid Semester Break



Creative Brief Writing Workshop 2

 - Preparing briefs for businesses

- Finalising the creative brief for communications

Assign 2 – Creative Brief Due


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



Finalist team presentations 

- Check schedule on Canvas

- Finalist teams' work is to be presented to client



Finalist team presentations








Feedback from group presentations



* All resubmissions due


Learning Resources

Prescribed Texts


Other Resources

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

There are three assessment task for this course:

Assessment Task 1 IMC plan & pitstop minutes

Date Due Week 8 

Summary and purpose of assessment

An integrated marketing communication (IMC) plan is the key plan for planning integrated marketing communication strategies for a campaign. It is also part of the key planning stages for a business to achieve their corporate goals in regards to increasing profits and brand awareness. The IMC plan highlights the research and strategic direction for marketing communications for either: a person, product, service or company. The purpose of this task is for students to understand the market position of a business/brand and how media and content strategy is integrated within a campaign to achieve the business’s overall corporate objectives. Students will evaluate marketing communication strategies and plan for all areas of a potential campaign using an integrated marcomms approach.

Task instructions

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 attendance at Pit Stop meetings. This project provides students with the opportunity create an IMC plan and communications strategy for a real client.

Part A:

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).

Part B:

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. A Pit Stop meeting is just like a scheduled work meeting that occurs daily in industry.

Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. To pass this assessment you must be present at all Pit Stop meetings, if you are absent from a scheduled Pit Stop meeting you will need to provide supporting documentation to your teacher. In addition, any absence from a meeting needs to be supported with evidence that you have been communicating with your team and working on the assessment task at hand.


Assessment 2 Creative Brief

Date Due Week 10

Summary and purpose of assessment

In industry, it is important for all marketing and advertising practitioners to ensure all communications reach and influence the intended target audience, based on the solid strategic direction of the campaign plan. The key criterion of an advertising campaign is formulated through specific briefs in areas such as: production and creative. In this assessment task you are working on a creative brief which is where the account manager or account planner briefs the creative team on the key elements of the campaign to meet the client’s needs and preferences. It is up to the creative team to use this information to visually tell the story and communicate concepts through creative, design and multimedia applications.

Task instructions

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 your creative ideas to the agency team. The agency team will then decide on the best brief to use 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.

Assessment 3

Creative communication presentation

Part A due Week 13

Part B  due Week 14

Presentations in week 15 & 16 

Summary and purpose of assessment

This assessment piece is the final stage of IMC planning where the creative communications are executed and presented to the client. The content and ideas that are produced in all creative pieces are the outcome of the IMC Plan and also Creative Brief combined. In industry, this stage would be executing the campaign's communications/ artwork.

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.

Task instructions

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. 

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

 Further information will be available on Canvas.


Assessment Matrix

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:


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. 

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): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:


Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory in all 3 assessments to be competent in this course.

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. 

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

Course Overview: Access Course Overview