Course Title: Design and develop an integrated marketing communication plan

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG7926C

Course Title: Design and develop an integrated marketing communication plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of 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

Joe Matthews

joseph.matthews@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.


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


Learners will learn the skills required to create an integrated marketing plan including creative briefs adapted to suit organisational strategies and plans


Details of Learning Activities

This course is co delivered with MKTG7984C Mine data to Identify Industry Directions

This course is structured to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will be required to participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

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

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Weekly Schedule:

Please note that the dates of industry engagement may change due to availability of the client

This course is co delivered with MKTG7984C Mine data to Identify Industry Directions

 

Week         

   Week Commencing

  Topic                                                                          

Assessment       

1

8th February 

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 IMC?

· The industry shift—integration and convergence

· Consumer attitudes

·  Advertising from a marketing communications perspective

· Client briefing dates

 

2

15th February 

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

 

3

22nd February 

Creative Brief Writing Workshop 1

·  Converting the client brief into the creative brief

- Key elements within the brief

·  Developing a creative brief

Client Briefing Session – Attendance compulsory

 

4

1st March

IMC Planning

· IMC Planning

· Evaluating a marketing communication brief

· Preparing questions and research for project work

· Analysing and understanding the client brief

· Key areas of the IMC plan

 

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)

Assessment 1 Due 

5

8th March

Brand and communication strategy

· Marketing vs communication strategy

· Managing and protecting brand equity

· Positioning the message and a product or service

 
6

15th March

Planning the communication strategy and campaign concept

· Achieving communication objectives

· Setting the creative space

· Brainstorming and big idea generation

 

7

22nd March

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)

 

8

29th March

 Finalising the IMC Plan

•  Implementing the media plan into the IMC plan
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

Assessment 2  – Due

 

Mid Semester Break 1st April – 7th April 

 

9

12th  April 

Planning and developing comms pieces

- Idea generation and copywriting

- Planning the direction for comms

 

 

10

19th April 

Planning and developing comms pieces

- Idea generation and copywriting

- Planning the direction for comms

 

11

26th April 

Developing and editing communications

- Key messages, content, layout and formatting

 
12

3rd May 

Developing and editing communications

- Key messages, content, layout and formatting

 

13

10th May 

Finalising communication pieces for client presentation
• Technical editing and amending workshop

Assessment 3 (Part A): Final comms pieces due

14

17th May 

 

 Preparing your presentations

 

*Presentations are scheduled for Weeks' 15 and 16

 

 

15

24th May 

Presentations 

- Scheduled during class time

- Check Canvas weekly module for presentation time

 

Assessment 3 (Part B) Due –First round presentations

 
16

31st May 

Finalist team presentations 

- Check schedule on Canvas

- Finalist teams' work is to be presented to client

 

 

Finalist team presentations

 

 

 

 

 

17

 

7th  June 

Feedback from group presentations

 

* All resubmissions due by week 17

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

Please refer to CANVAS for additional resources.


Overview of Assessment

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

Performance Evidence

 

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.

Assessment Conditions

 

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • office equipment and resources
  • relevant legislation, regulations, standards and codes
  • case studies and, where possible, real situations
  • interaction with others.

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.

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

This course is co delivered and co assessed with MKTG7984C Mine data to Identify Industry Directions Assessment 1 - Return Brief

Summary and Purpose of Assessment

This is the first of three (3) assessment tasks you must complete for this unit cluster. You must be satisfactory in all assessments to be Competent in this course. 

In industry, it is important for all marketing and advertising practitioners to ensure all communications reach and influence the intended target audience, based on the solid strategic direction of the campaign plan. The key criterion of an advertising campaign is formulated through specific briefs in areas such as: production and creative.

In this assessment task you are working on a return creative brief which is where the account manager or account planner briefs the creative team on the key elements of the campaign to meet the client’s needs and preferences. It is up to the creative team to use this information to visually tell the story and communicate concepts through creative, design and multimedia applications.

Due week 4

 

Assessment 2 - Integrated Marketing Communication Plan & Pit Stop Minutes

Summary and Purpose of Assessment

 

This is the second of three (3) assessment task you must complete for this unit cluster. You must be satisfactory in all assessments to be Competent in this course.

 

The purpose of this task is for students to understand the market position of a business/brand and how media and content strategy is integrated within a campaign to achieve the business’s overall corporate objectives.

 

Students will evaluate marketing communication strategies and plan for all areas of a potential campaign using an integrated marcomms approach.

 

This project provides students with the opportunity create an IMC plan and communications strategy for a real client. Students will be assessed on their understanding of the client brief, their integrated marketing communications approach and their attendance and contribution at the Pit Stop meetings.

An integrated marketing communication (IMC) plan is the key plan for planning integrated marketing communication strategies for a campaign. It is also part of the key planning stages for a business to achieve their corporate goals in regard to increasing profits and brand awareness. The IMC plan highlights the research and strategic direction for marketing communications for either: a person, product, service or company.

Due week 8

 

Assessment 3 - Creative Communications Presentation

Summary and Purpose of Assessment

This is the last of three (3) assessment task you must complete for this unit cluster. You must be satisfactory in all assessments to be Competent in this course.

This assessment piece is the final stage of IMC planning where the creative communications are executed and presented to the client. The content and ideas that are produced in all creative pieces are the outcome of the IMC Plan and also Return Creative Brief combined. In industry, this stage would be executing the campaign's communications/ artwork.

The communication pieces are to be based on the needs of the client’s brief and planned communications. All groups’ are to consider the most effective ways to present and communicate prospective campaign messages using suitable: copy, visuals, sound, layout and design elements.

Creative assets due week 13

Presentations 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.  Non submission without supporting evidence such as an 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 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. 

 

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): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory in all 3 assessments to be competent in this course.

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. 

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

Course Overview: Access Course Overview