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: svdsc.mac@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
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 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 |
Assessment 1 and 2 |
WEEK 8 - WEEK 14 |
Work on marketing plan |
Assessment 1 and 2 |
WEEK 14 |
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
References
Other Resources
The University Library has extensive resources and provides subject specialist
expertise, research advice, help with referencing and support through:
The Learning Lab
https://www.rmit.edu.au/students/study-support/learning-lab
The Study Support Hub
https://www.rmit.edu.au/students/study-support/study-support-hub
English for uni workshops
https://www.rmit.edu.au/students/study-support/workshops/english-uni-
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
task.
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
Administration.
Other Information
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.
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.
https://www.rmit.edu.au/students
Assessment:
Information on assessment including Special consideration, Adjustments to
assessment, (eg. applying for an extension of time):
https://www.rmit.edu.au/students/student-essentials/assessment-and-
exams/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.
https://www.rmit.edu.au/students/student-essentials/assessment-and-
exams/academic-integrity
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.
https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-
credit
Course Overview: Access Course Overview