Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG8020C

Course Title: Design and develop an integrated marketing communication plan

School: 345T Media and Communication

Campus: City Campus

Program: C5378 - Diploma of Music Industry (Sound Production)

Course Contact: Elena Popa

Course Contact Phone: +61 3 9925 4815

Course Contact Email: elena.popa@rmit.edu.au


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

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


On successful completion of this unit you will have the knowledge and skills to effectively

  • produce an integrated strategic marketing communication plan for presentation to a client, including:
  • definition of target audience
  • analysis of product or service
  • marketing communication functions and media vehicles chosen, with rationale for each
  • creative brief for media options
  • schedule for creative work


Details of Learning Activities

Learning and assessment will be made in computer lab / class environment.

Some out of class time will be require to complete assessment tasks.


Teaching Schedule

 

1

Introduction to unit and assessments

 

Intro to Marketing

2

Presentation from commercial Marketing Manager

3

Discussion on commercial Marketing and Marketing Bands / Music Businesses / Sound Production businesses

4

Review of assessment requirements

5

Google Digital Garage

Look at interviewing the client and assessment.

Look at what is involved in designing an integrated marketing


The online opportunity

Your first steps in online success

Build your web presence

Connect through email

Get started with search

Get discovered with search

Make search work for you

Be noticed with search ads

Improve your search campaigns

Get started with analytics

Find success with analytics

Get noticed locally

Help people nearby find you online

Get noticed with social media

Deep dive into social media

Discover the possibilities of mobiles

Make mobile work for you

Advertise on other websites

Deep dive into display advertising

Expand internationally

Make the most of video

Build your online shop

Sell more online

Plan your online business strategy

Get started with content marketing

Turn data into insights

6


Look at assessment 2 and 3

Creative brief

SWOT Strengths and Weaknesses

Budgets

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

7

Look at assessment 2 and 3

Creative brief

SWOT Strengths and Weaknesses

Budgets

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

8

Look at  assessment 2 and 3

Creative brief

SWOT Strengths and Weaknesses

Budgets

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

 

Weeks 9 - 14 Assessment work, submission & review

 

Assessments due class weeks 12 & 14

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment will include evidencing the ability to:

Research and analyse information from a range of sources to investigate a Business opportunity, including:

  • Financial considerations
  • Digital technologies
  • Market size, potential and trends
  • Ethical and cultural requirements of the market
  • Resource availability
  • Review data for potential impact on the market, products, services and customers
  • Match products and services to the business opportunity


Assessment Tasks

 Assessment 1: The Digital Garage - Mastering digital marketing

  Complete each of the 26 topics on The Digital Garage Australia by unlocking all of the 26 badges. You will successfully complete this assessment by obtaining a Badge per topic. I will need to see evidence of your completion by checking with you online once you have obtained your 26 badges. Please submit your certificate of completion on Canvas.      Due - Class Week 14          Assessment 2 - Client Questionnaire   The purpose of this assessment is to gather information by asking your client questions so that you can gather information to complete Assessment 3: Produce an integrated marketing communication plan for client     Due - Class Week 12          Assessment 3 - Produce an integrated marketing communication plan for client

Complete an Integrated Marketing Plan according to requirements listed in the Canvas shell for this unit.

 

Due - Class Week 14

 

 


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency. These matrices are available through Program Administration.

Other Information

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, 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.

 

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters.

Attendance:

Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises

It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.

Assessment Feedback:

You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Student Progress:

Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.

Adjustments to Assessment (eg. applying for an extension of time):

If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.

Academic Integrity and Plagiarism:

RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.

Credit Transfer and Recognition of Prior Learning:

Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).

Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.

Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.

Course Overview: Access Course Overview