Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7926C

Course Title: Design and develop an integrated marketing communication plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C5342 - Diploma of Marketing

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email: timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

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 describes the 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
reflecting client needs and preferences.

It 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:

BSBMKG523 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 client 1.2 Obtain comprehensive client and product information 1.3 Review outcomes of previous marketing communication with client 1.4 Confirm budget allocation with client

Element:

2. Develop marketing communication brief

Performance Criteria:

2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs 2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication 2.3 Define key characteristics, competitive factors and market situation facing product or service 2.4 Include a summary of information on target audience, and legal and ethical constraints

Element:

3. Design integrated marketing communication strategy

Performance Criteria:

3.1 Select marketing communication options appropriate for marketing communication brief 3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service 3.3 Determine media characteristics matching brief requirements 3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences 3.5 Evaluate media styles against the brand character of product or service being marketed 3.6 Compare 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 marketing strategy

Performance Criteria:

4.1 Select media vehicles that match requirements of marketing brief for 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 creative brief

Performance Criteria:

5.1 Identify creative content for chosen media using consumer language in the brief 5.2 Identify pitch or appeal for product or service in the brief that meets client requirements 5.3 Identify supporting information required for consumer understanding of product or service in the brief 5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief 5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief

Learning Outcomes


This unit describes the skills and knowledge required to identify, develop and design marketing communication for clients.


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, tutorials and laboratory exercises. Additional learning activities may 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) and simulated environments (case analysis).


Teaching Schedule

 

Session

Topic

Assessment

1

Course 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

  • Overview of course
  • What is marcomms?
  • Theindustry shift—integration and convergence
  • Consumer attitudes
  • Advertising from a marketing communications perspective
  • Legislations impacting the media industry

 

2

Live briefing from client

  • Evaluating a marketing communication brief
  • Preparing questions and research for project work
  • Analysing and understanding the client brief
  • Key areas of the IMC plan

Assignment 1: Group project briefing

 

3

Understanding the company & its consumer/customer
• Developing a research plan for the IMC plan
• The situation analysis (market position)
• The company analysis
• The consumer analysis
• Product usage
• Understanding the customer journey and pathway to purchase

 

 

4

Mapping out the situation
• Market analysis
• Product and brand analysis
• Competitive analysis
• Pursuing brand equity
• Defining problems and identifying opportunities
• Setting and testing objectives (marketing, communication and media)

 

5

Building a marketing strategy

  • Marketing vs advertising communication strategy
  • Managing and protecting brand equity
  • Positioning the message and a product or service
  • Marketing Mix

 

6

Planning the communication strategy and campaign concept

  • Communication objectives
  • Setting the creative space
  • Brainstorming and big idea generation

8

Planning the media strategy and tactics

  • Message vs Media approach
  • Developing the integrated marketing mix
  • Media decisions and the campaign process
  • Basic media decisions (objectives, strategy, tactics)

 

29 Aug – 2 Sept

Mid semester break

 

9

Finalising the media plan

• Implementing the media plan into the IMC plan

Assignment 1 – IMC Plan Due (Group Project)

 

10

Creative Brief Writing  (Workshop 1)

  • Converting the client brief into the creative brief
  • Developing and finessing the creative brief

 

11

Evaluating 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

Creative Brief Writing  (Workshop 2)

  • Finalising the creative brief and big idea

Assignment 2  - Individual Creative Brief Due

12

Developing and finalising ‘The Pitch’
• Bringing it all together

*Feedback from Assignment 1 – IMC Plan

13

Presentations

Assignment 3 – Presentation of Group’s Project Work Due

Presentation Schedule on Blackboard

14

Presentations

 

Assignment 3 – Presentation of Group’s Project Work Due

Presentation Schedule on Blackboard

15

Student interviews and feedback

 

16

No classes – all resubmissions due this week

 

 


Learning Resources

Prescribed Texts

Wells, Spence-stone, Moriarty, Burnett, 2015 Advertising, Principles and Practice, Australasian Edition, Pearson Education

Blakeman, R, 2014, Creative Strategy from idea to Implementation, 2nd Edition, Rowman & Littlefield Publishers, U.S.

Eagle, Dahl, Czarnecka, Lloyd, 2015, Marketing Communications, Routledge, UK

Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK

Percy, L 2014, Strategic Integrated Marketing Communications, 2nd Edition, Routledge, UK


References


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.

Performance Evidence

You must provide evidence of the ability to:

  • produce an integrated strategic marketing communication plan for presentation to a client, including:
    •  purpose statement
    •  definition of target audience
    •  analysis of product or service
    •  legal and ethical constraints
    •  marketing communication functions and media vehicles chosen, with rationale for each
    •  creative brief for media options
    •  schedule for creative work
    •  budgetary allocation for each media vehicle.

Knowledge Evidence

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

  • outline economic, social and industry trends relevant to choice of appropriate media options
  • analyse industry products or services to recommend appropriate media options
  • summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • explain principles of consumer behaviour and influences on buyer behaviour
  • summarise range of marketing communication options for different markets
  • describe and contrast range of media vehicles for marketing communication options.

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

 There are three assessment tasks for this course. All assessment tasks must be completed and be graded as competent to pass the course. 

Assessment Task 1 – IMC Plan (50%), 2500 words – Group Assessment (Industry Based Project):

Due Week 9

Requirements:

This is an industry based project; therefore deadlines are designed around the client briefing session and availability of the client (all project work must be completed on time and all group members present at the briefing session). You will be assessed on your understanding of the brief.

Working in small groups you are required to develop an IMC (Integrated Marketing and Communication) Plan for a real client and present this plan in Assessment Task 3. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing session—covering all components of integrated marketing communications.  In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the brand’s identity and product, identify the target market and consumer behaviour, provide a market analysis, plan appropriate media and communication channels for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets.

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Blackboard as either a PDF or Word file.

*A guideline for key areas to be researched and included in the IMC Plan will be provided on Blackboard.

Assessment Task 2 – Creative Brief (20%), – Individual Assessment (Industry Based Project):

Due Week 11

Requirements:

You are required to develop a Creative Brief based on the marketing and communication objectives and research from Assignment 1 (IMC Plan). The Creative Brief ensures the understanding of the client brief and addresses the creative plan for a prospective advertising campaign.

*A brief template will be provided on Blackboard 

Assessment Task 3 – Presentation of Project Work and Big Idea (30%), Group Assessment (Industry Based Project):

Due Weeks’ 13 & 14

Requirements:

In your group, you are required to develop a presentation with accompanying visual aids (electronic and printed materials), drawing on your group’s project work from Assessment 1 and 2. This is the presentation of your IMC plan and pitch of your group’s big idea for a prospective advertising campaign. All groups’ are to consider the most effective ways to present their ideas using suitable visuals, video integration and design elements.

The presentation must cover the following areas as per the criteria sheet: marketing, media, communication and creative approaches for a new campaign based on the client’s brief.  Presentations will run for 15 mins, allowing for an additional 5-7 mins of question time. The schedules for team presentations will be posted on Blackboard in Week 12. All group members are to present to receive a pass in this assessment task.


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: http://www.rmit.edu.au/students/assessment/extension

Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w

Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

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: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview