Course Title: Apply marketing communication across a convergent industry
Part B: Course Detail
Teaching Period: Term2 2021
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: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Ozlem Agca
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
None
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 |
Element: |
1. Identify the convergent environment |
Performance Criteria: |
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 |
Element: |
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 |
Element: |
3. Apply convergent marketing communications |
Performance Criteria: |
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
|
Weekly Schedule Apply marketing communication across a convergent industry clustered with Promote products and services Semester 2, 2021 | |||
WEEK |
WEEK COMMENCING |
TOPIC |
ASSESSMENTS RELEVANT TO THIS TOPIC |
O-Week |
5th July |
THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH A RECORDED WEBINAR Topic 1 Introduction Introduction to the course Introduction to marketing as a context for marketing communications What is a product? What is a service? |
All assessments |
2 |
12th July |
Topic 2 Exploring Marketing Communications channels weeks 2 -7 A look at the customer, the communications process and the marketing communications channels |
All assessments |
3 |
19th July |
Advertising – TV, radio, print, banner ads and affiliate advertising Using advertising to promote products and services case study and in class activity. |
|
4 |
26th July |
Direct marketing – email, newsletter, intro to social media channels Using DM to promote products and services case study and in class activity. |
Assessment 1 due |
5 |
2nd August |
Event management – exhibitions, trade fairs and launches, Using events to promote products and services case study and in class activity exploring the virtual event. |
|
6 |
9th August |
PR and publicity – Online reputation management, reviews, blogs, ratings Using PR to promote products and services case study and in class activity |
|
7 |
16th August |
Personal selling – Using PR to promote products and services case study and in class activity |
Assessment 1 role play |
8 |
23rd August |
Understanding the business Understanding the customer – segmentation and profiling Target market selection Assessment 2 application |
|
Mid Semester Break 30th August - 5th September | |||
9 |
6th September |
Analysing the environment Developing launch objectives SWOT, Pest, Legal and regulatory issues The competitor Assessment 2 application |
|
10 |
13th September |
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 |
|
11 |
20th September |
Measurement – Have we achieved our communications objectives? User feedback - collecting and integrating user information to improve all our communications Assessment 2 Application |
Assessment 2 due |
12 |
27th September |
Topic 4 - Creating a convergent Platform developing a launch micro site Designing a website Introduction to on line design Visual and copy Introduction to Weebly Assessment 3 application |
Assessment 3 focus begins |
13 |
4th October |
Developing a DM email campaign – a look at mail chimp Creating a blog Creating a banner ad Assessment 3 application |
|
14 |
11th October |
Creating customer contact pages Assessment 3 application |
|
15 |
18th October |
Assessment consolidation |
Assessment 3 due |
16 |
25th October |
Finalisation of assessments / resubmissions |
|
| 17 | 1st November | Grade Entry |
Learning Resources
Prescribed Texts
References
Other Resources
All resources are available on CANVAS
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
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 – Case study and role play
Date handed out: Week 1
Date and time due: During class weeks 4 and 7
Purpose:
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.
Requirements:
There are 2 parts to this task, you will be required to complete:
Part 1 is to be completed in week 4: Develop and present a campaign
Part 2 is to be completed in week 7: Participate in a role-play
Assessment Task 2 – Communications Needs Analysis Report
Date handed out: Week 1
Date and time due: Week 11
Group or Individual: Individual.
Purpose:
This assessment is designed to evaluate your ability to analyse the market and determine an organisation's marketing communications needs based on that analysis.
Requirements:
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 organisation's 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
Group or Individual: This is an individual assessment.
Purpose:
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.
Requirements:
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. Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
- 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 program coordinator for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
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 CA only (Competency Achieved) 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:
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
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.
CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the criteria will be provided by your teacher.
Course Overview: Access Course Overview