Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2020

Course Code: MKTG8020C

Course Title: Design and develop an integrated marketing communication plan

School: 375T Vocational Design and Social Context

Campus: City Campus

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

Course Contact: Rebekha Naim

Course Contact Phone: +61 3 9925 4815

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

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

Week 1

Introduction to course and Assessments

Discuss the Performance and Knowledge evidence to meet Competency in the course

Look at  Assessment 1 and 2

Intro to Marketing

The 4 Ps of Marketing

Assessment 1 and 2

Week 2

Why use Social Media for Marketing?

What is Digital Marketing?

Definition of Integrated Marketing

Features of integrated marketing communications

Objectives of an integrated marketing communication plan

Client and product information that marketers should obtain when determining marketing communication requirements

What is a brand?

Assessment 1 and 2

Week 3

How to promote your band

What is Social Networking?

What is Digital PR and why is it important?

Social Media and Digital Platforms

Instagram, Facebook and Youtube

Building Your Social Media Community

Electronic Press Kit (EPK)

What is an Influencer?

Assessment 1 and 2

Week 4

Investigating previous marketing communications

Importance of a marketing /advertising budget

Confirm the budget allocation with your client

Examples of integrated marketing plans

Assessment 1 and 2

Week 5

Class learning project

Work in groups to create a marketing Brief

Assessment 2

Week 6

Legal and ethical constraints

Ethical principles

Codes of practice

Ethically correct ways to design online advertisements

Legislation and the internet

Anti discrimination legislation

Do Not Call legislation

Anti-spam legislation

Consumer protection legislation

Health and safety legislation

Intellectual property legislation

Privacy legislation

Telecommunications legislation

Trade practices legislation

Types of unethical advertising

Industry ethical principles

Unethical Practices - Examples

How legislation impacts on direct marketing communications

Ways in which copyright legislation can impact on website development

Seven self-regulatory principles by AGOBA

Requirements of competition and consumer legislation, with regards to marketing communications

Assessment 1 and 2

Week 7

Creative brief

SWOT Strengths and Weaknesses


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

Assessment 1 and 2

WEEK 8 - WEEK 14

Work on marketing plan

Assessment 1 and 2


Assessment due

Assessment 1 and 2

Please Note: While all course content in this schedule will be covered, the weekly order may change depending on class needs and availability of speakers and resources.


Learning Resources

Prescribed Texts


Other Resources

The University Library has extensive resources and provides subject specialist

expertise, research advice, help with referencing and support through:

The Learning Lab

The Study Support Hub

English for uni workshops

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 is ongoing throughout the course and will include a range of practical

and theory components. Full assessment briefs will be provided and can be found

on Canvas.


This is a Vocational Education and Training qualification and is assessed for

Competency. To be assessed as Competent means you have consistently demonstrated the

required knowledge and skills at a standard required in the workplace. To be assessed as

Competent in this course, you will need to complete each assessment task to a satisfactory

standard. You will receive feedback from the teacher at the conclusion of each assessment



Results that apply to courses that are delivered and assessed in accordance with

competency-based assessment are:


CA: Competency Achieved

NYC: Not Yet Competent

DNS: Did not Submit for Assessment


Assessment Tasks  

ASSESSMENT TASK 1 – Client Questionnaire

This assessment involves finding and interviewing a client in order to help you produce an integrated marketing communication plan for Assessment 2 - Produce an integrated marketing communication plan for a client.

Due - Week 14, Semester 1  (22nd May 2020)        


Assessment 2 - 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 - Week 14, Semester 1 (22nd May 2020)


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the

relevant unit of competency. These matrices are available through Program


Other Information




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.


Information about your studies:


You can access My Studies through the RMIT website for information about

timetables, important dates, assessment dates, results and progress, Canvas etc.




Information on assessment including Special consideration, Adjustments to

assessment, (eg. applying for an extension of time):



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.


Please speak to your teacher if you wish to discuss applying for Credit Transfer or

RPL for the unit(s) of competency addressed in this course.


Course Overview: Access Course Overview