Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG7838C

Course Title: Design and develop an integrated marketing communication plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C6116 - Advanced Diploma of Advertising

Course Contact : Sally parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Casual Academic:  Liz Eades (email: liz.eades@rmit.edu.au)
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

None

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

Element:

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

Element:

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

Element:

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

Element:

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

Element:

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. In order to prove competent, these activities will be provided through a combination of face to face teacher/student deliveries, and tutorial 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).


Teaching Schedule

Schedule for MKTG7838C Design & Develop an Integrated Marketing Communication Plan (Semester 1, 2015)

Further details can be found on Blackboard for dates of each session.

Session
TopicAssessment
1Course 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)

Embracing the new media landscape & consumer mindset
• Consumer attitude
• Advertising from a marketing communications perspective
• Legislations impacting the media industry
• Developing a marketing communication brief from the client brief

 

Group project briefing (client offices)
2

Understanding the company & its consumer/customer
• Developing a research plan
• The situation analysis
• The company analysis
• The consumer analysis
• Product usage
• Understanding the customer journey and pathway to purchase
 

Group Project:
Part A: Developing a marketing communication brief due Friday 5pm

 

3Mapping out the situation
• Market analysis
• Product and brand analysis
• Competitive analysis
 
 
4Converting findings into communication goals
• Pursuing brand equity
• Defining problems and identifying opportunities
• Setting and testing objectives (marketing, communication and media)
 
 
5Building a marketing strategy
• Marketing vs advertising communication strategy
• 5 major strategy elements
• Managing and protecting brand equity
• Positioning the message and a product or service

 
6Outlining the communication strategy & messaging
• Determining the creative approach
• Using the Rossiter & Percy model
• Essential elements of a concept (physical & psychological continuity)
• The rules for talking to the consumer today
 
 
7Devising the campaign concept
• Setting the creative space
• Brainstorming and big idea generation
 
Group Assessment Check in during scheduled class time
8Defining the consumer touch points / establishing the tactical mix
• Message vs Media approach
• Developing the integrated marketing mix
 
 
9Plan the media strategy and tactics
• Media decisions and the campaign process
• Basic Media decisions (objectives, strategy, tactics)
• Implementing the media plan
 
 
10Creative Brief Writing
• Developing and finessing the creative brief
 
 
11Evaluate the effectiveness of the campaign
• Evaluation as a strategic concern
• Measuring effectiveness argument for and against
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

Developing the Plans Book
• Approaching and writing the plans book
• Bringing it all together
 

Individual Assessment:
Online interview

 

12Finalise the IMC PlanGroup Assessment:
Part B: Group Report & Part C: Creative Brief due Friday 5pm
13Lock down the pitch
• Preparation
• Planning the presentation
• Finalising the presentation
 
14Group Assessment Presentation rehearsal
• Rehearse presenting to the client
Group Assessment:
Presentation submission 5pm Friday
15Group Assessment Presentation to clientGroup Presentation to client (client offices)
16Resubmits, Grades & any outstanding feedback to teams or individuals

 


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 2015, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, Fifth Edition, Thomson Publishing, USA
•Kavounas Taylor, A 2013, Strategic Thinking for Advertising Creatives, Laurence King Publishing UK
• Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK


References

•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

Students are required to successfully complete ALL tasks to be deemed competent in this unit.

Assessment 1 – Group Assessment (Industry based project)

Due:
5pm Friday, Week 1 (Marketing Communication Brief)
5pm Friday, Week 6 (Report and Creative Brief)
5pm Friday, Week 14 (Presentation)
Weighting: Total 60% (5% Marketing Communication Brief, 30% IMC Plan, 10% Creative Brief; and 15% Presentation)

Overview of assessment:
• Students will be required in teams of 3 to complete marketing communication brief, a fully integrated marketing communication plan in the form of a report; a creative brief; and a presentation to the client.

Task:
• This plan will require students to demonstrate their ability to determine the appropriate marketing communication requirements based on a client briefing session; to develop a marketing communication brief; design an integrated marketing communication strategy and plan by evaluate trends, deeply evaluating the 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; and lastly construct a creative brief utilising appropriate language, pitch and appeal, supporting information, timelines and budget. Student groups will then be required to pitch off to the client their summary plan and creative outline.

The assessment is broken into 2 significant parts – a report (including a marketing communication and creative brief), and a presentation.
The Report, is broken into three sub parts:
-  Part A: A marketing communication brief to confirm alignment between the group’s understanding and the client’s brief (not more than 2 pages – excluding appendix)
-  Part B: Construct a fully referenced strategic integrated marketing communication plan that responds to the marketing brief. The plan must be written in report format, using the RMIT Business Referencing. Word count must be no more than 4,500 words body of report only (excluding title page, TOC, Appendices).
-  Part C: Develop a creative brief based on the information in the IMC plan (not more than 3 pages – excluding appendix).
The presentation will be provided to the client at a date to be set, and is expected to be a summarised version of the plan (including the creative development from BUSM6246C Originate & Develop Concepts). The plan must be sufficient to pitch the rationale, marketing, media and creative approach to the client within 20 mins, allowing for an additional 10 mins of question time (or as determined by the client after the commencement of the project). Schedules for team presentation will be available on Blackboard by Week 12.
• Further details and instructions in relation to the tasks above can be found on the Course Blackboard under Assessments.

Grading:
• Interim grades will appear in Blackboard grade centre for the Communication Brief, Report and Presentation. Explanation of the interim grades are as following:
“COMP” for Competent – for a result between 5.0 and 10.0
“NYC” for Not Yet Competent for any result between 0 and 4.9 (one resubmission granted)
“DNS” for Did not Sit/Submit and no approved extension (one submission granted no later than 10 working days from the original due date)
As this is a group piece of work responding to a client brief, extensions will not be granted except under exceptional circumstances.  Where an individual student has a known condition that may impact the performance of the individual student or that of the group and its ability to submit the work on time, it is recommended that the student contact the Disability Liaison Unit to apply for the appropriate assistance.  Due to the intensity of this unit of study, it is recommended this is attended to within the first week of the semester in order to assist team members and the individual with any reasonable adjustments required.
Where a student group receives a NYC or DNS, they are required to attend to the resubmission and upload the corrected work by the date listed in the feedback for a maximum pass for all team members.

Other information in relation to the assessment:
It is a requirement as a student studying at RMIT, that you have an appropriate computer or device for study. Therefore, students are expected to have a fully functional and connected computer or device to the RMIT blackboard by the start of Week 1. Further, as this assessment is completed within 6 weeks of commencing studies, students are expected to bring with them a fully functional working computer to participate in the group assessment each week.

Where a student does not bring with them their computer, or device to participate during scheduled class in the assessment, or cannot access the RMIT wireless network, this will not constitute a reason for not completing the work whilst in the classroom. Should this occur, the final result for the student in relation to the group work will be reduced.

Peer Assessment/Rating
In addition to the Individual contribution questions, Students should note this assessment is peer rated. Students whose peers rate them to have contributed at lower levels to the rest of the group for any part of the group assessment, and cannot demonstrate equal contribution if requested, may have their individual final grade reduced.
The rating process requires students in order to receive their final grade and feedback, to submit a rating of themselves, and that of each of the team member. Students will be required to not only rate, but also comment on the performance and contribution and performance in relation to the completion of the assessment.
Rating and comments will be on the following areas:
• Contribution: did the team member contribute equally to the assessment throughout the ENTIRE assessment?
• Availability & Accessibility: was the team member available for ALL team meetings; and was the team member accessible and timely on responding to phone or email.
• Quality: did the team member take care to provide quality contributions to the group assessment; and in instances where the quality was not strong, did the team member work to deliver better quality by redrafting the work themselves?
• Reliability: did the team member deliver as promised ie on time?
Where a student has been consistently marked down by team peers, the individual’s result may be lower than that of their team members.

Feedback
Feedback on the report will be provided as per university policy. Where resubmissions are required, it is the responsibility of the students to check the due date listed in the feedback sheet and resubmit within that timeframe. If the resubmission does not occur within the required date and time, a not competent will be awarded and a fail for the unit will be recorded.
It is the individual and team’s responsibility to monitor blackboard to be aware that the feedback has been posted.

 

Assessment 2 – Individual Assessment (Online quiz)

Due:
submission any time between 9am Monday, Week 7 and 5pm Friday Week 11
Weighting: Total of 40%

Assessment Overview
Students will be interviewed by way of an online questionnaire within the blackboard environment. In addition to theory and process questions to demonstrate individual knowledge and understanding, students will be required to submit evidence of contribution to the group assessment.

Task:
During weeks 7 to 11, students will be provided with the opportunity to complete an individual online quiz. The quiz has been constructed to present students with 20 questions – 15 theory or process questions, and 5 group assessment contribution questions. Students will have a maximum of 60 mins to respond to the questions, upload the relevant materials and submit the assessment.
Questions will be presented in a variety of formats, some open ended, some multiple choice, some short essay. Questions will be drawn randomly for each student from pools of questions (theory, process and contribution). Students will have the opportunity to view the theoretical questions ahead of the quiz opening. However, the process and group assessment contribution questions will remain unknown until the time of completing the quiz.

Required materials for Assessment:
In order to complete this assessment successfully, student are expected to have available at the time of attempting the assessment, the following:
• A reliable internet connection (as drop outs will not be accepted as the reason for not passing the assessment)
• All your working documents for the sections of the report that you completed, along with evidence of your work.
• A non-scientific calculator (not one within a mobile or smart phone)
• Copy of the client brief and other materials supplied by the client
• A copy of the materials covered during the schedule class time

Feedback:
Feedback on the report will be provided as per university policy. Where resubmissions are required, it is the responsibility of the students to check the due date listed in the feedback sheet and resubmit within that timeframe. If the resubmission does not occur within the required date and time, a “not yet competent” will be awarded and a fail for the unit will be recorded.
It is the individual’s responsibility to monitor blackboard to be aware that the feedback has been posted.

 

 

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.


Submission Requirements:

Format:
Work to be saved in a word doc or .pdf and uploaded to the 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 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: http://rmit.edu.au/browse;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.


Resubmission
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 and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview