Course Title: Develop and apply knowledge of marketing communication industry

Part B: Course Detail

Teaching Period: Term1 2021

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: 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

MC4A and MC4B

Eloise Tams

eloise.tams@rmit.edu.au 

 

MC4C

Federico Viola

federico.viola@rmit.edu.au 

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

None

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

Element:

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

Element:

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 

Element:

3. Identify future trends within the marketing communications industry

Performance Criteria:

1.1 Identify and access sources of

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

Element:

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.

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.

WEEK

WEEK COMMENCING

TOPIC

ASSESSMENTS

1

8th February 

Introduction

Course Induction 
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Canvas shell
• Grading 
• Plagiarism 
• Extensions
• 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 – check emails and Canvas shells regularly

*Outline for all Assessment Tasks

2

15th February 

Introduction/overview of the marcomms industry

•Industry Sectors •Industry Networks •Industry Associations •Industry Groups •Advertising deep dive •Industry jobs and roles
*Overview Assessment 1

3

22nd February 

Types of software and digital apps used in the workplace

 Using technology as a business solution.

New and alternative technologies used in industry to support workplace functions and business operations (industry shift).

 

4

1st March

Assessment 1 Workshop Assessment 1 due Sunday 11:59PM

5

8th March

Digital Marketing and Media Landscape

•Digital Marketing •Current Digital media Landscape •SEO •SEM •Social •Display •Video •PROGRAMMATIC •Key digital marketing terms
 

6

15th March

Digital Analytics 

●Assessment Task 2 Overview ●Analytics - Metrics – Infographic ●SEO – A closer look ●Assessment 2 time
 

7

22nd March

Marketing Communication Strategies

•Assessment Task 2 Overview Recap •Online Media and Digital Solutions •Marketing comms strategies •Assessment 2 Class Time
 

8

29th March

Marketing Digital Solutions

•Assessment Task 2 Overview Recap •Assessment 2 Objectives •Digital Solution Examples
 
 Mid Semester Break 1st April  7th April 

9

12th  April 

Intellectual property

•IP explained •Types of IP -Patents -Trademarks -Copywrite -Registered Design -Trade Secrets -Music Rights -Royalty Free •Industry Bodies -ADMA -ASB
 

10

19th April 

Assessment 2 Workshop  

11

26th April 

Presentations  Assessment 2

Assessment 2 due

12

3rd May 

Overview of Assessment 3

 

13

10th May 

Course Recap

 

14

17th May 

Assessment 3 Workshop

 

15

24th May 

 

Assessment 3 due in-class

16

31st May 

Finalisation of assessments / resubmissions

 

17

7th  June 

Grade Entry

 

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in 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:

  • 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

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 1 - Research the marketing communication industry and digital solutions

Summary and Purpose of Assessment

This is assessment task one (1) of three (3) assessment tasks you need to complete satisfactorily, in order to be deemed competent for this unit.  By completing this task, you will develop your knowledge about the marketing communications industry and digital solutions.  

Due week 4

 

Assessment 2 -Develop and present a marketing communication strategy with digital solutions

Summary and purpose of assessment

This is assessment task two (2) of three (3) assessment tasks you need to complete satisfactorily, in order to be deemed competent for this unit.  By completing this task, students will apply their knowledge about the marketing communications industry and digital solutions.  

Due week 11

 

Assessment 3 - Knowledge Assessment

Summary and purpose of assessment

This assessment task is the last of three assessment tasks that you must successfully complete to be deemed competent in BSBMKG418 – Develop and apply knowledge of marketing communication industry (Release 1) and BSBMGT407 – Apply digital solutions to work processes (Release 1).

Due week 15


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. For missed assessment without supporting documentation work is classed as a DNS (Did Not Submit)
  • 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:  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.    Marking Guide (Grading)      CA - Competency Achieved 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