Course Title: Mine data to identify industry directions

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7984C

Course Title: Mine data to identify industry directions

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: 70

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 select data sources and apply analysis tools to identify trends in data that inform industry directions for a product, brand or organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG528 Mine data to identify industry directions


1. Determine purpose of data mining

Performance Criteria:

1.1 Identify and review relevant client or organisational requirements for data mining 1.2 Confirm potential uses of data mining outcomes and recommendations 1.3 Recognise privacy and other requirements within current legislation, regulation and organisational policy that impact on data mining activities


2. Identify data sources

Performance Criteria:

2.1 Identify available data sources from public, client and organisation systems 2.2 Negotiate access rights and intellectual property release for relevant data sources 2.3 Rank and prioritise data sources for validity, reliability and completion rates


3. Apply data mining techniques

Performance Criteria:

3.1 Select appropriate tools and techniques suitable for the type and expected degree of complexity in data analysis 3.2 Classify data according to relevant factors including type, content, relationships, location, demographics and maturity 3.3 Analyse data to identify patterns, clusters and relationships 3.4 Use suitable graphical tools to visualise aggregated data


4. Report and recommend on findings

Performance Criteria:

4.1 Assess results of data mining against requirements in order to draw relevant insights 4.2 Weight insights for reliability and validity 4.3 Report data mining process and outcomes in suitable format to support the organisation's knowledge base 4.4 Document lessons learned during the processes for future use

Learning Outcomes

Students will learn the skills and knowledge to ensure they can undertake data mining to support plans and strategy development in an integrated marketing environment.

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 Mine Data to Identify Industry Directions MKTG7984C

This course is co-delivered and co-assessed with 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.



   Week Commencing


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




Client Briefing Session

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


Client Briefing Session – Attendance compulsory



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)





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)




 Finalising the media plan

• Implementing the media plan into the IMC plan


Assign 1 – IMC Plan Due



 Creative Brief Writing (Workshop 1)

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





Easter Break: 13 – 19 April

 Creative Brief Writing (Workshop 2)

  • Finalising the creative brief and big idea

Assign 2 – Creative Brief Due








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

*Feedback from Assignment 1 – IMC Plan




Developing and finalising ‘The Pitch’
• Selecting the best creative brief and bringing it all together




Editing and finalising ‘The Pitch’





Feedback from client and evaluating campaign effectiveness


Assign 3 – Presentation Due




No classes - Resubmissions only






No classes - Resubmissions only



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


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


Performance Evidence

Evidence of the ability to:

  • determine data mining requirements from client and organisational sources
  • negotiate intellectual property rights release
  • apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends
  • prepare graphical representation of data patterns
  • make recommendations based on an analysis of data mining results.

Knowledge Evidence

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

  • list the various uses of data mining in the context of marketing communications
  • identify privacy and other relevant legislation related to public and private data
  • explain the terms 'data validity', 'reliability' and 'completion'
  • compare the characteristics of public, client and organisational data sets
  • identify and list the uses of current industry tools and techniques used in data mining.

Assessment Conditions

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

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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 Task 1 – IMC Plan (40%), 2500 words – Group Assessment (Industry Based Project)


An integrated marketing communication plan is the very beginning stage of a campaign and is part of the key planning stages to achieve a company’s corporate objectives. The IMC plan highlights the research and strategic direction of marketing and communications for either: a person, product, service or company. The purpose of this task is for students to understand the market position of the company/product/service and how media is integrated in a campaign to achieve the business’s overall objectives. Students will evaluate marketing and communication strategies and plan for all areas of a potential campaign using an integrated marcomm approach (to launch the project in the international market).


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 must be present at the client briefing session). You will be assessed on your understanding of the client brief and also being able to meet the client needs of launching the product in an international market.

Working in small groups you are required to develop an IMC (Integrated Marketing and Communication) Plan for the client and present the campaign idea from this plan in Assessment Task 3. This plan will require your group to demonstrate and determine the appropriate marketing and communication strategies based on a client briefing session— covering all components of integrated marketing communications. 

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief (client 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/template for key areas to be researched and included in the IMC Plan will be provided on Blackboard.

Details of Assessment:

  • 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.
  • The IMC Plan is to be electronically submitted via Blackboard in either a Word or PDF file.

Due Date:  Week 8


Assessment Task 2 – Creative Brief (30%), Maximum 2 pages – Individual Assessment (Industry Based Project)


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. In industry, 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.


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).

Writing a Creative Brief demonstrates an understanding of the client brief, highlights key objectives to deliver and addresses the creative plan for a prospective advertising campaign. This assessment task gives individual team members an opportunity to contribute their creative ideas to the agency team.

*A brief template will be provided on Blackboard

Details of Assessment:

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

Due date: Week 10


Assessment Task 3 – Video presentation of the Big Idea (30%), Group Assessment (Industry Based Project)


In your agency team, you are required to develop an online presentation via YouTube, drawing on your group’s project work from Assessment 1 and your individual ideas from Assessment 2. This is the presentation and pitch of your team’s Big Idea for a prospective advertising campaign for the client’s product. All groups’ are to consider the most effective ways to present their ideas via a YouTube clip using suitable visuals, multimedia methods and design elements.

The presentation must cover: integrated marketing and communication approaches to be used for the campaign (communicating directly to the intended target audience) and the campaign’s Big Idea (aligned with the client brief).  The videos will run for 3 minutes and all group members are to present to receive a pass in this assessment task.

Details of Assessment:

The Big Idea is to be presented using electronic multimedia methods broadcasted on YouTube. The links to the YouTube video clip must be uploaded to Blackboard on the submission day so this can be sent to the client Tuesday 16th of May for judging (1pm AEST). Any submission after this time will not be accepted.

Length:  Presentation (3 minutes)

Upload of links to Blackboard due: Week 15


*You will be briefed on the key criteria to cover before you present, but primarily this presentation is based around your team’s Big Idea.



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 time frame. 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.

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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

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:;ID=7usdbki

Course Overview: Access Course Overview