Course Title: Apply marketing communication across a convergent industry

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: COMM7334C

Course Title: Apply marketing communication across a convergent industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

9925 5155


Nominal Hours: 70

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 describes the skills and knowledge required to work effectively within the convergent marketing communication industry.

It applies to individuals working in a variety of marketing communication roles utilising skills and knowledge from marketing, advertising, public relations and/or convergent media sectors to achieve outcomes.



National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG417 Apply marketing communication across a convergent industry


1. Identify the convergent environment

Performance Criteria:

1.1 Review and identify the role of the traditional siloed sectors to client requirements

1.2 Identify the potential points of integration

1.3 Establish the role of the customer within the convergent environment

1.4 Confirm and ensure that messages can be unified across an integrated offering

1.5 Identify relevant and current legislation, regulations and policies that may impact on marketing within the convergent environment


2. Prepare cross sector marketing tools and techniques

Performance Criteria:

2.1 Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment

2.2 Create convergent tools and techniques suitable for use within a divergent media environment

2.3 Create tools and techniques suitable for use within a customer-centric environment

2.4 Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques


3. Apply convergent marketing communications

Performance Criteria:

3. Apply convergent marketing communications

3.1 Select and utilise integrated, cross sector and media divergent marketing communication solutions to meet client requirements

3.2 Identify and engage the use of sector and technology specific experts where appropriate

3.3 Establish channels to empower and respond rapidly to customer perspectives

3.4 Establish and maintain expert and business networks relevant to marketing communication convergence

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify the convergent market, prepare cross sector marketing tools and techniques and apply convergent marketing communications.

Details of Learning Activities

A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

This unit, COMM7334C is clustered (co-delivered and assessed) with MKTG7974C Promote Products and Services.  The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.  



Weekly Schedule

Apply marketing communication across a convergent industry clustered with Promote products and services

1 2018

Week number

Week beginning


Assessments relevant to this topic


5th February

Topic 1 Introduction

All assessments



Introduction to the course

Introduction to marketing as a context for marketing communications

What is a product?

What is a service?



12th February

Topic 2 Exploring Marketing Communications channels weeks 2 -7

All assessments



A look at the customer, the communications process and the marketing communications channels



19th February

Advertising – TV, radio, print, banner ads and affiliate advertising

Using advertising to promote products and services case study and in class activity.



26th February

Direct marketing – email, newsletter, intro to social media channels

Using DM to promote products and services case study and in class activity.

Assessment 1 in class activity and observation


5th March

Event management – exhibitions, trade fairs and launches, Using events to promote products and services case study and in class activity exploring the virtual event.



12th March (Public Holiday Monday)

PR and publicityOnline reputation management, reviews, blogs, ratings

Using PR to promote products and services case study and in class activity


Assessment 1 in class activity and observation


19th March

Personal selling –

Using PR to promote products and services case study and in class activity



26th March

Topic 3 Analysing the Marketing communications requirements weeks 8-11

Assessment 2




Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

Assessment 2 application




Mid semester break and Easter 29th March –  4th April



5th April

Understanding the business

Understanding the customer – segmentation and profiling

Target market selection

Assessment 2 application



9th April

Analysing the environment

Developing launch objectives


SWOT, Pest, Legal and regulatory issues

The competitor

 Assessment 2 application



16th April

Project Planning

Techniques and templates will be discussed for these two important processes

Stakeholder Management

Techniques and templates will be discussed for these two important processes

 Assessment 2 application

Assessment 2 due


23rd April


Have we achieved our communications objectives?

User feedback - collecting and integrating user information to improve all our communications

 Assessment 2 Application



30th April

Topic 4 - Creating a convergent Platform developing a launch microsite

Assessment 3



Designing a website

Introduction to on line design

Visual and copy

Introduction to Weebly


Assessment 3 application



7th may

Developing a DM email campaign – a look at mail chimp

Creating a blog

Creating a banner ad


Assessment 3 application



14th May

Creating customer contact pages


Assessment 3 application



21st May

Assessment consolidation

Assessment 3 due



28th May

Resubmits if required



Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to you throughout the semester.

Overview of Assessment

 Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

In order to achieve competency in this unit, you must provide:

Performance Evidence

 Evidence of the ability to:

  • Identify the convergent environment for marketing communication in establishing a client solution, including:
  • reviewing the traditional roles and client groups serviced by the marketing, advertising and public relations sectors
  • utilising the impact of capacity in communications technology
  • utilising the impact of ubiquitous enabled mobile devices
  • integrating the rise in 'customer-centric' and the 'empowered customer' in client solutions
  • develop client and customer messaging that can be engaged by a target group across multiple distribution points
  • create fit-for-purpose tools, techniques and solutions that are effective within a convergent media environment
  • establish processes that empower customers
  • work with client and customers to implement an integrated solution within a highly iterative environment
  • engage effectively with experts and others within the industry.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • identify the characteristics and points of difference between traditional and convergent approaches to marketing communication
  • explain how customers take a central and empowered role within convergent marketing
  • list the impact of convergence on the traditional siloed industry
  • identify the current key technologies and distributed services that impact on convergent solutions
  • list the type of experts and business networks appropriate to a convergent marketing solution
  • list relevant and current legislation, regulation and organisational policy to the field of marketing communication.



Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

Note that this course is co-delivered and co-assessed with MKTG7974C Promote Products and Services

Assessment Task 1 – In class communications activities

Date handed out:  Week 1

Date and time due:  During class weeks 4 and 6

Group or Individual: Groups of no more than 3 persons.                    


This assignment will allow you to demonstrate an understanding of the various marketing communications channels discussed. In class case study challenges will be presented and you will be required to complete the challenge as set during the class time allocated.


You will be required to read the challenge as set down, select a small team to work with, then plan the best approach to address the challenge and complete your response. You will then present your approach to the broader group. This whole process will be assessed by your teacher using observational assessment methods.

This assignment must be done during class time.

Assessment Task 2 – Communication Needs Analysis Report

Date handed out:  Week 1

Date and time due:  Week 11 (Fri 27th April 11.59 pm)

Group or Individual: Individual.                       


This assessment is designed to evaluate your ability to analyse the market and determine an organisations marketing communications needs based on that analysis.


You are to assume the role of marketing consultant for a business product/service launch of their choice. You are to decide upon a launch strategy including a website, electronic advertisements, email direct marketing and public relations to convey marketing communications consistent with the organisations marketing objectives.

You will produce a detailed requirements report covering the communications needs and to make appropriate recommendations for a new strategy and website to be used as part of the organisation’s product/service launch.

Assessment Task 3 – - Integrated Communications strategy across convergent platforms.

Date handed out:  Week 1

Date and time due:  Week 15 Friday 25th May 23:59

Group or Individual: This is an individual assessment.  


This assessment is designed to evaluate your ability to implement an integrated communications strategy across a range of possible platforms based on the assessment of the organisations communications needs.


You are to develop and implement your approach including a basic website in-line with the project scoped for Assessment 2 – Requirements Report. The website must be designed, incorporating an electronic advertisement, relevant products and services pages, a selection of social media channels, an email newsletter and a blog.


Assessment Matrix


The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:
  • Ensure that you submit assessments on or before the due date.  
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

Other Information

Late Submission Procedures    You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.   More Information:   Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.   More Information:   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   Adjustments to Assessment    In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not 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 teacher.


Course Overview: Access Course Overview