Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2014

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 (email:
Consultation outside scheduled class time by appointment only.  Please email using your student email account requesting an appointment, providing your mobile number.

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 scheduled class time.
The concepts learned will be explored through the investigation of real world (agency brief) and simulated environments (case analysis).

Teaching Schedule

Weekly Schedule for MKTG7838C Design & Develop an Integrated Marketing Communication Plan (Semester 1, 2014)

1Feb 10Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide (including: Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents, Online learning environment, Where to get support - Student study support)

Pre-Training Review
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled.

Overview of an IMC Planning
• Advertising from a IMC perspective

• Assessment overview
• Briefing Project 1
• Job applications due Friday midnight (14 February 2014)
2Feb 17 Researching the situation
• Market, Product & Competitive Analysis
• Briefing Project 2 - Client Brief (location TBC)
• Appointment to the team roles
3Feb 24

 Appraising opportunities and setting direction
• Evaluating the opportunity
• Setting objectives
Building the Communication Strategy
• Managing brand equity
• Brand positioning
• Message positioning

4Mar 03

 Understanding clients and consumers
• Consumer Insights

5Mar 10

 Developing Creative Strategy
• Writing a Creative Brief

(Public Holiday Monday 10 March 2014 - Labour Day)

 Project 1 (Individual) Check In Point
6Mar 17

 Developing Creative Strategy
• Writing a Creative Brief

 Project 2 (Group - MCP) Part A
7Mar 24

 Communication Planning:
• Media Strategy and Tactics; and Integrating the communications
• Guerrilla advertising development

8Mar 31 Integrating the communications
• Public Relations (internal and external stakeholders)
9Apr 07 Integrating the communications
• Sales Promotions
• Direct Marketing
 Project 1 (Individual) Due
10Apr 14Integrating the communications
• Sponsorship & Events

(Friday 18 April Public Holiday)
Mid Semester Break
Friday 18 April, 2014 to Friday 25 April 2014 (inclusive)
11Apr 28• Enhancing the Marketing Communication Mix
• Evaluating the Effectiveness of the Campaign
12May 05• Preparing the Plans Book (IMC Plan)  
13May 12• Prepare Project 2 Presentations Project 2 (Group - MCP) Part B
14May 19• Rehearse client presentations 
15May 26• Presentations (at Agency offices) Project 2 (Group – MCP) Part C
16Jun 01 • Grades & Course Feedback


Learning Resources

Prescribed Texts

The following texts have been prescribed to assist students in the application of theories. These three (3) texts will be particularly helpful in completing the required tasks:
•Parente, D 2006, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing, USA
•Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK
•Kavounas Taylor, A 2013, Strategic Thinking for Advertising Creatives, Laurence King Publishing UK


•Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA
•Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
•Belch, Belch, Kerr, Powell., 2012, Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, AUS
•Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th Edition, International Edition, Wadsworth Cengage Learning
•Rossiter, J.R., & Bellman, S., 2005, Marketing Communications Theory and Applications, Pearson Prentice Hall
•Sayre, S 2005, Campaign Planner for Integrated Brand Communications, 3rd Edition, Thomson South-Western
•Shaw, M 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing
•Sissors & Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill 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.

Other Resources

Weekly learning materials will be available on the Blackboard. However, it is possible that the instructor may provide handouts on occasions that have not been uploaded onto the course Blackboard. Should a student be absent from class when a handout is provided, it is the students’ responsibility to ensure they obtain a copy from a fellow student.

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 1 – Individual Assessment (Case Analysis)
Due: 5pm day of scheduled class time Week 9 (with a “check in” in Week 5)
Weighting: 50%
Students will be required to individually complete a Case Analysis.
The Case will directly relate to a students’ ability to demonstrate their skills in the areas of analysis, interpretation, evaluation and writing.
The Case will be made available in Week 1. Students will need to apply knowledge and skills from not only the current course (marketing communication) but also media planning and other general marketing and advertising principles learned in order to answer the case.
The time required to complete, along with the complexity of the task will require students to invest approximately 2 hours per week outside of scheduled class time.
Students are recommended to download the case, along with the Assessment 1 Task Instruction booklet at the commencement of semester to familiarise themselves with the content of both documents and immediately commence work on the task.
All materials submitted must be fully referenced using the Harvard Referencing System and be written applying a formal report style.
This assessment contains a “check-in” point in Week 5 where students will submit their progress to date. The check-in will be a “competent” or “not yet competent” feedback for that stage only. The purpose of the check-in point is for students to demonstrate their time and project management skills, along with their ability to structure the report as per the assessment instructions. Feedback on the content of the project will not be provided, only structure, layout, and progress. Where a “not yet competent” is received for the “check-in” point, the work will need to be adjusted where instructed, and may impact the final grade of the completed project in Week 9.
The final assessment will be due in Week 9. Where the assessment at the final submission is deemed competent, the work will be graded and written feedback will be provided. Where “not yet competent” is received, a grade will not be provided, and a resubmit will be required within 10 working days of the feedback being uploaded into Blackboard.
Word count must be +/- 10% of 3,000 words - body of report only (excluding title page, TOC, Appendices).
Further details in relation to the task can be found on the Course Blackboard under Assessments.

Assessment 2 – Group Assessment (Multi-Course project)
Due: Part A - Creative Brief - 5pm day of scheduled class time Week 6 (10%)
Part B - Report - 5pm day of scheduled class time Week 13 (25%)
Part C - Presentation – Week 15 (15%)
Weighting: Total 50%
Students will be briefed in Week 2 by a communications or advertising agency and their client.
The brief will require students in groups of 4 to respond by developing and presenting a fully integrated strategic communications plan at the end of semester. This plan will require students to demonstrate their ability to evaluate trends, fully evaluate a target market and demonstrate understanding of key motivations for purchase and action, select appropriate media and communication tools, ensure all relevant legislative issues are addressed and incorporated within their recommendations, deliver a program that is fully costed, scheduled and within budget.
Summary of the three parts below:
Part A: This section contains a creative brief constructed by the student agency in response to the client briefing. The brief will follow the outline provided on Blackboard under Assessments. No word limit.
Part B: A fully referenced strategic integrated marketing communication plan that responds to the marketing and creative briefs. The plan must be written in report format, using the Harvard Referencing System. Word count must be +/- 10% of 4,000 words body of report only (excluding title page, TOC, Appendices).
Part C: The presentation of the plan to the client for not more than 15 minutes (12 minutes presentation, 3 minutes question time). This must be prepared in Microsoft PowerPoint and constructed following the outline provided on Blackboard under Assessments. Feedback for the plan will be provided by the agency and client during the final presentation in Week 15 or 16 (depending on client availability).
Further details and instructions in relation to the tasks can be found on the Course Blackboard under Assessments.
Submission Requirements for all assessments:

Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically

Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.

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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Assessment Matrix

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

1. Determine marketing communication requirements

Assessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)

2. Develop a marketing communication briefAssessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)
3. Design the integrated marketing communication strategyAssessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)
4. Select and recommend media for the marketing strategyAssessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)
5. Develop a creative briefAssessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)


Crticical Aspects of Assessment:

Critical Aspects of Assessment
The production of an integrated strategic marketing communication plan for presentation to a client which includes:
• purpose statement
• definition of the target audience
• analysis of the product or service
• legal and ethical constraints
• marketing communication functions and media vehicles chosen, with rationale for each
• creative brief for the media options
• schedule for the creative work
• budgetary allocation for each media vehicle
Assessment 1 – Individual Assessment (Case Analysis)
Assessment 2 – Group Assessment (Multi-Course project)

Course Overview: Access Course Overview