Course Title: Develop and apply knowledge of marketing communication industry

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: COMM7335C

Course Title: Develop and apply knowledge of marketing communication 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

Felicity Burns:

Nominal Hours: 40

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 research, analyse and apply knowledge within the marketing communication industry with due consideration to legal and ethical constraints and the digital communication convergent environment.

It applies to individuals who work in entry-level positions with a general knowledge of the structure, organisation and function of the marketing communication industry. Individuals in this role may provide limited leadership and guidance to others.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG418 Develop and apply knowledge of marketing communication industry


1. Develop knowledge of the marketing communications industry

Performance Criteria:

1.1 Identify and access sources of information on the marketing communication industry 1.2 Seek information on the structure and operation of the marketing communication industry 1.3 Obtain information on marketing communication industry sectors, associations, networks and societal role 1.4 Identify and access information on key stakeholders 1.5 Apply industry information appropriately in everyday activities related to typical work roles


2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1 Obtain information regarding employment obligations and opportunities relevant to the marketing communication industry 2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles


3. Identify future trends within the marketing communications industry

Performance Criteria:

3.1 Research developments for marketing communication within digital communications technology 3.2 Scope the relative impact of new and alternative technologies on the industry 3.3 Apply information on future trends in everyday activities related to typical work roles


4. Update industry knowledge

Performance Criteria:

4.1 Conduct formal and informal research to update general knowledge of the industry continuously 4.2 Monitor current issues of concern to the industry 4.3 Share updated knowledge with client and colleagues 4.4 Incorporate updated knowledge into everyday activities related to typical work roles

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop knowledge of the marketing communications industry, identify industry employment obligations and opportunities, identify future trends within the marketing communications industry and update industry knowledge.

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 plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule


This course is co-delivered and co-assessed with Apply digital solutions to work processes BUSM7999C.



   Week Commencing


Assessment /Comment           




Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – reminder of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website)
• Feedback – contact times
• Submission requirements – how all work must be uploaded
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and Blackboard shells weekly

*Outline for all Assessment Tasks




Introduction/overview of the marcomms industry

Job roles/positions in industry

*Overview Assessment 1






Different types of agencies

The key areas of an agency




Types of software and digital apps used in the workplace

New and alternative technologies used in industry




Account management project work for a full service Creative Agency.

Planning: Marketing, media, creative, production

-          Setting up groups

-          Project brief and planning

-          Understanding a project brief

Assessment 1 Due




Using and applying digital technologies in the workplace

Workshop 1





Using and applying digital technologies in the workplace

Workshop 2




Timelines - how to create critical paths and work schedules

*Feedback on Assessment 1




 29 Aug – 2 Sept

 Mid-semester break







Planning critical paths and work schedules






Project management:

-          Check tasks are on time, job schedule is accurate and mandatories are covered




IP, legislations, organisation policies





Preparing your group reports


Assignment 2 Due



Group interviews – reporting on project work


Assignment 3 Due



 Group interviews – reporting on project work

Assignment 3 Due





Feedback - Interviews






No classes - Resubmissions only


Learning Resources

Prescribed Texts


Other Resources

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:

  • Research and report on the marketing communications industry structure, its role in society and within particular organisations
  • develop a stakeholder analysis relevant to particular organisations
  • scope the impact of new and alternative communication technology on the marketing communications industry
  • research and report on the current issues affecting the marketing communications industry.

Knowledge Evidence

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

  • discuss current issues and trends which affect the marketing communications industry
  • categorise industry structures and networks
  • describe organisational and client operating environments, structures, and business and marketing plans
  • list the current digital communications technologies, platforms and devices
  • outline principles and practices of marketing communications and media strategies.


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

 Assessment Task 1 – Industry Rationale (30%), 1000 words - Individual (due Week 6)


The marketing and communications industry offer a variety of positions that span from marketing, advertising, media, creative, digital and production. Understanding the roles and various positions in industry provides a general knowledge of typical work roles, organisation structure and services offered, key stakeholders, and the functioning of the marketing and communications industry.

In this assessment task, you are to select 3 x marketing and communication positions that are currently advertised in industry and write a rationale on the different positions. An evaluation of all 3 x positions is to be discussed in the rationale and a screengrab of each position and website where the position is being advertised needs to be included in the Appendix.

* A list of areas to be covered will be provided on Blackboard under the Assessment Folder. The rationale needs to address key areas.

Assessment Task 2 – Work Plan ePortfolio (50%), 1500 words - Small groups of 3 - Due Week 12


Understanding the functions of media and demonstrating knowledge of this is important in any area of the marketing and communications industry. Additionally managing projects, timelines, critical paths and budgets are essential skills for the workplace. This assessment task will provide you with opportunities to explore digital applications commonly used in the workplace.

Working in small groups (no more than 3), all group members are to research the various areas of industry such as marketing, advertising, media, creative and production to create a production plan for a prospective advertising campaign. This is to be added to a portfolio of your group work along with evidence of meetings using various digital apps.

It is your role as an account manager of a full service creative agency to prepare and plan with two other account managers a full production plan including critical paths and Gantt charts for all media channels, creative and production.

*A brief template of the key aspects to address will be provided on Blackboard.


Assessment Task 3 – Interview and reporting of group’s project work (20%) – Group (due Weeks’ 13 and 14)


From Task 2, you are required to verbally report on your group’s project work throughout the Work Plan. The reporting process is a mandatory process in industry and helps all group members understand what worked well, what didn’t work and what could be improved. Each group member is to reflect on Task 2 and verbally present their evaluations of the project work in the interview. The whole group will need to attend the interview at the same time in either Week 13 or Week 14. An interview schedule will be added to Blackboard in Week 12.

*A guideline of questions that will be asked in the interview will be provided on Blackboard.

Details of Assessment:

Interviews will be held in class in Weeks’ 13 and 14 for individual project groups. You are to bring along reports from your group’s project work to assist in the overall reporting.

Length: 15 minutes


Submission Requirements:

Work is to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course Blackboard shell by the required date. Work sent by email will not be marked. Work submitted after the deadline and without the Cover Sheet form from Blackboard below will not be accepted or marked.


Assessment Matrix


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
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.


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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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.

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 More Information:;ID=7usdbki

Course Overview: Access Course Overview