Part B: Course Detail
Teaching Period: Term1 2025
Course Code: MKTG6117C
Course Title: Design and develop marketing communication plans
School: 525T Business & Enterprise
Campus: City Campus
Program: C5425 - Diploma of Social Media Marketing
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
Marina Garbuio
marina.cook@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
There are no pre-requisites for this unit.
Course Description
This unit describes the skills and knowledge required to identify and evaluate a range of marketing communication mediums to design and develop marketing communication plans.
The unit applies to individuals who work in advertising, public relations, marketing or other promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG552 Design and develop marketing communication plans |
Element: |
1. Prepare marketing communication plan information |
Performance Criteria: |
1.1 Identify and confirm marketing communication purpose and objectives, expectations, budget, timeline and target audience with client 1.2 Obtain client and product information |
Element: |
2. Design marketing communication plan |
Performance Criteria: |
2.1 Undertake and document research according to task requirements 2.2 Communicate outcomes and findings to relevant stakeholders 2.3 Identify marketing communications mix options 2.4 Compare 2.5 Select communication mix according to marketing communication brief 2.6 Establish success measures for marketing communication plan |
Element: |
3. Finalise marketing communication plan |
Performance Criteria: |
3.1 Prepare budget and timeline proposal 3.2 Present marketing communication plan to client 3.3 Seek feedback from relevant stakeholders on communication plan 3.4 Make changed to the communications plan according to feedback received |
Learning Outcomes
Details of Learning Activities
Learners are required to participate in weekly sessions consisting of 'lectures', activities and workshops.
Learners apply their skills and knowledge to a real client (as sourced by the learner) or 'work integrated learning' client (provided by RMIT).
Learning consists of weekly lectures, activities and case studies, and learners then apply this knowledge to respond to specific client requirements.
Teaching Schedule
Students are required to attend weekly sessions, and access course content via the online learnign management system
Week 1 Introduction to the course
- Staff/student introduction
- Overview of course
- Plagiarism, student code of conduct
- Student support services
- Course outline and lesson structure
- 'Rules of engagement'
- Assessments
- Intro to Marketing fundamentals
Week 2 - Marcom strategy planning AT1 / AT2 Week 3
Week 3 - Research + The Comms Plan
Week 4 -Legal and regulation
Week 5 - AT1 Knowledge Task Due AT1
Week 6 - Measuring performance
Week 7 - Preparing the Marketing Communications Pla
Week 8 - Presentations (AT2 Due Sunday)
Week 9 - Rework (as required)
Learning Resources
Prescribed Texts
References
Other Resources
Learners are provided with weekly lectures slides, activities, key resources such as research reports, and templates to assist in completing their assessment tasks.
Learners are required to source and apply additional information as required in order to complete their assessment tasks.
Overview of Assessment
In order to satisfactorily complete this unit you must demonstrate the following:
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- design and develop at least one marketing communication plan.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- legislative requirements relevant to marketing communication plans
- key features of marketing communications plans
- content and format of marketing communication plans including:
- purpose statement
- definition of target audience
- analysis of product or service
- legal and ethical constraints
- marketing communication functions and media vehicles
- procedures for developing budget proposals.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
- legislation, regulations and codes of practice for marketing communications plans.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
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 – Short answer qui using Case studies (provided) on the design of marketing communication plans
• Due ‘week 5’ of the syllabus ‘block’ • Conducted in-class (online access to task)Assessment 2 – Project on design and develop marketing communication plan
Students are required to design and develop a marketing communications plan for a designated client
This assessment task is divided into the following tasks:
- Task 1: Research and interview the client
- Task 2: Prepare marketing communications plan content
- Task 3: Design the marketing communications plan
- Task 4: Present to the organisation / client (or in class if required)
- Task 5: Finalise the marketing communications plan
Assessment Matrix
Assessment Task 1: Quiz
- Conducted in class, week 5
Assessment Task 2: Marketing communications plan
- due week 8
Course Overview: Access Course Overview