Course Title: Mine data to identify industry directions

Part B: Course Detail

Teaching Period: Term2 2021

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: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Joe Matthews 

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 co delivered with MKTG7926C Design and develop an integrated marketing communication plan

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 MKTG7926C Design and develop an integrated marketing communication plan


   Week Commencing




5 July 

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


12 July 

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


19 July 

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


26 July

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 


2 August

Data Mining (1)

Prepare a short 1-page report outlining the data mining approaches you took when developing the IMC Plan 

  • What is data mining?
  • Why do I need to use data mining techniques for my IMC Plan?
  • Tools and techniques

AT2 (Part B)


9 August

Data Mining (2)

Prepare a short 1-page report outlining the data mining approaches you took when developing the IMC Plan 

  • Preparing the Data Mining Report

AT2 (Part B)


16 August

Brand and communication strategy

  • Marketing vs communication strategy
  • Managing and protecting brand equity
  • Positioning: Product/Service
  • Unique Selling Proposition
  • The Big Idea


23 August


•  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: Monday 30 August to Sunday 3 September


6 September

Planning and developing comms pieces

- Idea generation and copywriting

- Planning the direction for comms



13 September

Planning and developing comms pieces

- Idea generation and copywriting

- Planning the direction for comms


20 September 

Developing and editing communications

- Key messages, content, layout and formatting


27 September

Developing and editing communications

- Key messages, content, layout and formatting


4 October

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

Assessment 3 (Part A): Final comms pieces due


11 October

Preparing your presentation

*Presentations are scheduled for Weeks' 15 and 16


18 October


- Scheduled during class time

- Check Canvas weekly module for presentation time

Assessment 3 (Part B) Due –First round presentations


3 November

Finalist team presentations 

- Check schedule on Canvas

- Finalist teams' work is to be presented to client

Finalist team presentations



7th  Nov.

Feedback from group presentations

* All resubmissions due by week 17

Learning Resources

Prescribed Texts


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:

  • 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

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 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:

 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:


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:

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:


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