Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG7838C

Course Title: Design and develop an integrated marketing communication plan

School: 650T TAFE Business

Campus: City Campus

Program: C6116 - Advanced Diploma of Advertising

Course Contact : Sally parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher:  Liz Eades


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

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG523A Design and develop an integrated marketing communication plan


1. Determine marketing communication requirements

Performance Criteria:

1.1.Confirm marketing communication purpose and objectives with the client
1.2.Obtain comprehensive client and product information
1.3.Review outcomes of previous marketing communication with the client
1.4.Confirm budget allocation with the client


2. Develop a marketing communication brief

Performance Criteria:

2.1.Develop a brief, ensuring it contains a client profile, purpose statement and objectives that reflect client needs
2.2.State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by the marketing communication
2.3.Define key characteristics, competitive factors and the market situation facing the product or service
2.4.Include a summary of information on the target audience, and legal and ethical constraints


3. Design the integrated marketing communication strategy

Performance Criteria:

3.1.Select marketing communication options appropriate for the marketing communication brief
3.2.Critically analyse the advantages and disadvantages of each marketing communications variable and media vehicles for the product or service
3.3.Determine media characteristics that match the requirements of the brief
3.4.Analyse media consumption habits for primary and supplementary marketing media among target audiences
3.5.Evaluate media styles as they relate to brand character of the product or service being marketed
3.6.Compare the 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 the marketing strategy

Performance Criteria:

4.1.Select media vehicles that match the requirements of the marketing brief for the 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 a creative brief

Performance Criteria:

5.1.Identify creative content for the chosen media using consumer language in the brief
5.2.Identify pitch or appeal for the product or service in the brief that meets client requirements
5.3.Identify supporting information required for consumer understanding of the product or service in the brief
5.4.Ensure that budget for creative work, consistent with the overall marketing budget, is contained in the brief
5.5.Incorporate a deadline for creative work that is consistent with the overall media schedule in the 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.

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, tutorials and laboratory exercises.
Additional learning activities will also be provided to students to complete outside of timetabled time.
The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week 1:

• Course outline
- Introduction to Unit
- Assessment outlines
- Organize groups for Assessment 1
• Evolution of Marketing Communication:
- Where Marketing Communication began
- How it has evolved

Week 2:

• Group Assessment 1 – Client Brief
• Communication process
• Planning for IMC
• Steps in gathering information & reviewing previous campaign information
• Developing a marketing communication purpose, objectives and budgeting

Week 3:

• Developing consumer insights
• Impact of social, ethical and regulatory aspects in communication planning
• Developing a Communication brief
• Brand Positioning and brand messaging

Week 4:

• Message strategy and execution
• Creative Brief Writing

Week 5:

• Creative Brief Writing
• Creative Work schedule development
• Communication options available in communication planning (Media choices and evaluating options)

Week 6:

• Public Relations

Week 7:

• Direct Marketing & communication


Week 8:

• Interactive Marketing

Week 9:

• IMC Planning - preparing the group assessment


Week 10:

• Sales promotion


Week 11:

• Sponsorship & Event marketing


Week 12:

• Advertising (and bringing it together)


Week 13:

IMC Plan presentation


Week 14:

Portfolio of Evidence finalisation


Week 15:



Week 16:

Resubmissions and final feedback




Learning Resources

Prescribed Texts

Belch, Belch, Kerr, Powell., Advertising: An Integrated Marketing Communication Perspective, 2012, McGraw Hill



Other Resources

• Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
• Arens, Weigold, & Arens, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing.
• Sissors, Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
• Parente, Advertising --Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing
• Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education
• Internet – publisher and media supplier websites
• Software and Databases – Roy Morgan Asteroid, GNPD / Euromonitor, IbisWorld, Factiva and other industry related software and databases.

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.

Assessment Tasks

Assessment Task 1:

Group Assessment - Due week 13

Students will be presented with a Client Brief in Week 2.  Students are required respond to the brief by developing a fully worked up communication plan - including setting the communication objectives, writing the creative brief, development of the visual intrpretation of their creative ideas, and a fully costed and planned IMC Plan back to the client in Week 13.


Assessment Task 2:

Individual Assessment - due week 14

Students will complete a Portfolio of Evidence over the course of the semester.  Students will be required to demonstrate time management skills, analysis, research capabilities and the ability to work autonomously whilst completed the required tasks.  All tasks must be completed by Friday 5pm Week 14.


Assessment tasks need to be submitted via Blackboard.

You should:

• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, MKTG7167C Develop a Media Plan, Page 1 of 10.

Marking Guide (competency):

Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

The grading is according to the following criteria:

1. Level of independence, initiative, enterprise and performance of work task
We are looking for a high level of ability to complete all tasks independently as per the specifications as well as demonstrating a high level of initiative in your approach to developing planning, purchasing and evaluating the performance of media that has been used in communicating marketing objectives and individual weekly activities.

2. Demonstrated breadth of underpinning knowledge and a willingness to continue learning
We are looking for depth of understanding of the key concepts and knowledge required in interpreting and appropriately selecting media in order to respond to an advertising brief. You should be able to demonstrate negotiation skills in the purchasing of media.

3. Techniques & processes, technology skills and problem solving
We are looking for appropriate use of technology to assist in presenting all tasks clearly and suitable for the intended audience. You also need to show an understanding of media options through the use of the internet, industry publications databases in order to plan, purchase and evaluate media.

4. Work organisation, planning and self management
We expect to see ongoing uploading of information into Blackboard’s File Exchange that is relevant to the unit, full utilisation of Blackboard as per course requirements and timely submission of all required assessment tasks.

5. Communication, people networking, language and interpersonal skills and teamwork
We expect to see contributions to relevant discussions during in class activities. In addition your tasks should demonstrate a good level of literacy skills, understanding of complex concpts and ideas, negotiation skills and time management skills. Further more, students must demonstrate a very good understanding of media selection and the ability to put forward strong rationale for the selection and negotiation of media.


Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your instructor.


Assessment Matrix

Full details on how this course is assessed against the Unit Elements & Performance Criteria plus critical aspects of evidence can be found inthe Learning and Assessment Tool available from your instructor or course coordinator.

Other Information

Weekly learning materials will be available on the Blackboard.  However, it is possible that the instructor may provide handouts on occassions.  Where students are absent from class when a handout is provided, it is the students responsibility to ensure they obtain a copy from a fellow student.

Course Overview: Access Course Overview