Course Title: Design and develop an integrated marketing communication plan

Part A: Course Overview

Program: C6116

Course Title: Design and develop an integrated marketing communication plan

Portfolio: BUS

Nominal Hours: 60.0

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.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2013,
Term1 2014,
Term1 2015

Course Contact: Sally parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Course Description

This unit applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG523A Design and develop an integrated marketing communication plan


1. Determine marketing communication requirements

2. Develop a marketing communication brief

3. Design the integrated marketing communication strategy

4. Select and recommend media for the marketing strategy

5. Develop a creative brief

Learning Outcomes

This unit describes the performance outcomes, 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 that reflect client needs and preferences.

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.