Course Title: Mine data to identify industry directions

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: MKTG7984C

Course Title: Mine data to identify industry directions

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of 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

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


Course Description

This unit describes the skills and knowledge required to select data sources and apply analysis tools to identify trends in data that inform industry directions for a product, brand or organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG528 Mine data to identify industry directions


1. Determine purpose of data mining

Performance Criteria:

1.1 Identify and review relevant client or organisational requirements for data mining 1.2 Confirm potential uses of data mining outcomes and recommendations 1.3 Recognise privacy and other requirements within current legislation, regulation and organisational policy that impact on data mining activities


2. Identify data sources

Performance Criteria:

2.1 Identify available data sources from public, client and organisation systems 2.2 Negotiate access rights and intellectual property release for relevant data sources 2.3 Rank and prioritise data sources for validity, reliability and completion rates


3. Apply data mining techniques

Performance Criteria:

3.1 Select appropriate tools and techniques suitable for the type and expected degree of complexity in data analysis 3.2 Classify data according to relevant factors including type, content, relationships, location, demographics and maturity 3.3 Analyse data to identify patterns, clusters and relationships 3.4 Use suitable graphical tools to visualise aggregated data


4. Report and recommend on findings

Performance Criteria:

4.1 Assess results of data mining against requirements in order to draw relevant insights 4.2 Weight insights for reliability and validity 4.3 Report data mining process and outcomes in suitable format to support the organisation's knowledge base 4.4 Document lessons learned during the processes for future use

Learning Outcomes

Students will learn the skills and knowledge to ensure they can undertake data mining to support plans and strategy development in an integrated marketing environment.

Details of Learning Activities

This course is clustered (co-delivered and co assessed) with MKTG7926C Design & Develop an Integrated Marketing Communication Plan.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 MKTG7926C Design & Develop an Integrated Marketing Communication Plan. 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 Commencing


Assessment /Comment           


5th 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



12th February

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




19th 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


Client Briefing Session – Attendance compulsory



26th February

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)




5th March

Brand and communication strategy

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



12th March (Public Holiday Monday)

Planning the communication strategy and campaign concept

  • Achieving communication objectives
  • Setting the creative space
  • Brainstorming and big idea generation



19th 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)



26th 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

•       Preparing to write creative brief and ideas for story board


Mid-semester break  (Thursday 29th March –  Wednesday 4th April)

Assign 1 – IMC Plan & Pit Stop Minutes Due


W/C 5th April

 Creative Brief Writing (Workshop 1)

  • Converting the client brief into the creative brief
  • Developing a creative brief



9th April

Creative Brief Writing (Workshop 2)

  • Finalising the creative brief for communications

*Feedback from Assignment 1 – IMC Plan



Assign 2 – Creative Brief Due


16th April

Developing the communications
• Selecting the best creative brief to use for client communications



23rd April

Developing and editing communications

•Technical editing and amending workshop



30th April

Finalising communications pieces for client presentation

•Technical editing and amending workshop



7th May

Client presentations

*Scheduled during class time, check Blackboard for presentation time

Assign 3 –Presentations Due

*Compulsory attendance for presentation


14th May

Finalist teams to edit communications – no scheduled classes



21st May

Finalist presentations – no scheduled classes/work to be presented to client

 *Finalist team presentations


28th May

No classes - resubmissions only







Please note that NO work can be accepted for assessment beyond 5pm Friday Week 16.  Please ensure all work has been submitted by this time.

Learning Resources

Prescribed Texts


Other Resources

All learning materials will be provided in CANVAS.

Overview of Assessment


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


Performance Evidence

Evidence of the ability to:

  • determine data mining requirements from client and organisational sources
  • negotiate intellectual property rights release
  • apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends
  • prepare graphical representation of data patterns
  • make recommendations based on an analysis of data mining results.

Knowledge Evidence

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

  • list the various uses of data mining in the context of marketing communications
  • identify privacy and other relevant legislation related to public and private data
  • explain the terms 'data validity', 'reliability' and 'completion'
  • compare the characteristics of public, client and organisational data sets
  • identify and list the uses of current industry tools and techniques used in data mining.

Assessment Conditions

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

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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 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 – IMC Plan & Pit Stop Minutes, 2500 words – Group Assessment (Industry Based Project)


Part A – IMC (Integrated Marketing Communications) Plan

This is an industry based project working with an Australian business; 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 must be present at the client briefing session and for all Pit Stop meetings during Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your integrated marketing communications approach and your attendance at Pit Stop meetings. This project provides you with the opportunity create an IMC plan and communications strategy for a real client.

Working in small groups of 3-4 you are required to develop an IMC (Integrated Marketing and Communication) Plan for the allocated client. 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. The outcome and research from the IMC Plan will lead to a communications piece in Assessment 3.

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

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

Part B – Pit Stop Minutes

Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7. A minimum of 5 x Pit Stops meetings with your team are to be held in this time and recorded during this time. This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting without supporting paperwork. 

*Pit Stop Templates will be under the resource folder in Canvas

Due date: Week 8a

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


You are required to develop a Creative Brief based on the marketing and communication objectives and research from Assignment 1. The Creative Brief is designed around the understanding of the client brief and addresses the creative plan for prospective campaign communications.

*There will be a series of workshops in class to support with the development of the assessment task above.

Details of Assessment:

All work is to be presented and uploaded to Canvas using the template provided. Please upload either a PDF or Word file.

Due date: Week 10

Assessment Task 3 – Creative Communications Presentation, Group Assessment (Industry Based Project)


In your group, you are required to develop and present your team’s campaign communication pieces to the client, drawing on your group’s project work from Assessment 1 and 2 and delivering the core message within the digital communications. 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 a prospective campaign message using suitable: copy, visuals, sound, layout and design elements.

Your team will present the creative communication pieces using the most suitable media to drive the creative communications.

Presentations will run for 15 minutes, allowing any additional question time. The schedules for the team presentations will be posted in Canvas in Week 12.

Details of Assessment:

Creative work is to be uploaded to Canvas after the presentation.

Due date: Group presentation times will be scheduled during Week 13 and finalist teams in Week 15 (depending on availability of the client).

Duration: 15 minutes




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.  
  • 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

This course is co-delivered and co-assessed with MKTG7984C Mine Data to identify Industry Directions.


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:   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:   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 CAG only (Competency Achieved Grading) 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:   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 CA Competency Achieved – Not 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.

Course Overview: Access Course Overview