Course Title: Design and develop an integrated marketing communication plan
Part B: Course Detail
Teaching Period: Term1 2014
Course Code: MKTG7838C
Course Title: Design and develop an integrated marketing communication plan
School: 650T TAFE Business
Campus: City Campus
Program: C6116 - Advanced Diploma of Advertising
Course Contact : Sally parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Teacher: Liz Eades (email: liz.eades@rmit.edu.au)
Consultation outside scheduled class time by appointment only. Please email using your student email account requesting an appointment, providing your mobile number.
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 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: |
BSBMKG523A 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 the client |
Element: |
2. Develop a marketing communication brief |
Performance Criteria: |
2.1.Develop a brief, ensuring it contains a client profile, purpose statement and objectives that reflect client needs |
Element: |
3. Design the integrated marketing communication strategy |
Performance Criteria: |
3.1.Select marketing communication options appropriate for the marketing communication brief |
Element: |
4. Select and recommend media for the marketing strategy |
Performance Criteria: |
4.1.Select media vehicles that match the requirements of the marketing brief for the product or service |
Element: |
5. Develop a creative brief |
Performance Criteria: |
5.1.Identify creative content for the chosen media using consumer language in the brief |
Learning Outcomes
This unit describes the performance outcomes, 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 that reflect client needs and preferences.
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 will 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
Weekly Schedule for MKTG7838C Design & Develop an Integrated Marketing Communication Plan (Semester 1, 2014)
| Week |
Week Commencing |
Topic | Assessment |
| 1 | Feb 10 |
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) Pre-Training Review • Explain Recognition of Prior Learning and Credit Transfers (for new students) Student checklist Handout checklist and get each student to sign and hand back. Includes: Student responsibilities (i.e.: must check emails and bb shells weekly) Program map to confirm all students are correctly enrolled. Overview of an IMC Planning |
• Assessment overview • Briefing Project 1 • Job applications due Friday midnight (14 February 2014) |
| 2 | Feb 17 |
Researching the situation • Market, Product & Competitive Analysis |
• Briefing Project 2 - Client Brief (location TBC) • Appointment to the team roles |
| 3 | Feb 24 | Appraising opportunities and setting direction |
|
| 4 | Mar 03 | Understanding clients and consumers |
|
| 5 | Mar 10 | Developing Creative Strategy |
Project 1 (Individual) Check In Point |
| 6 | Mar 17 | Developing Creative Strategy |
Project 2 (Group - MCP) Part A |
| 7 | Mar 24 | Communication Planning: |
|
| 8 | Mar 31 | Integrating the communications • Public Relations (internal and external stakeholders) |
|
| 9 | Apr 07 |
Integrating the communications • Sales Promotions • Direct Marketing |
Project 1 (Individual) Due |
| 10 | Apr 14 |
Integrating the communications • Sponsorship & Events (Friday 18 April Public Holiday) |
|
| Mid Semester Break Friday 18 April, 2014 to Friday 25 April 2014 (inclusive) | |||
| 11 | Apr 28 | • Enhancing the Marketing Communication Mix • Evaluating the Effectiveness of the Campaign |
|
| 12 | May 05 | • Preparing the Plans Book (IMC Plan) | |
| 13 | May 12 | • Prepare Project 2 Presentations | Project 2 (Group - MCP) Part B |
| 14 | May 19 | • Rehearse client presentations | |
| 15 | May 26 | • Presentations (at Agency offices) | Project 2 (Group – MCP) Part C |
| 16 | Jun 01 | • Grades & Course Feedback |
|
Learning Resources
Prescribed Texts
The following texts have been prescribed to assist students in the application of theories. These three (3) texts will be particularly helpful in completing the required tasks: |
References
•Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA |
Other Resources
Weekly learning materials will be available on the Blackboard. However, it is possible that the instructor may provide handouts on occasions that have not been uploaded onto the course Blackboard. Should a student be absent from class when a handout is provided, it is the students’ responsibility to ensure they obtain a copy from a fellow student.
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
Assessment Tasks
Assessment 1 – Individual Assessment (Case Analysis)
Due: 5pm day of scheduled class time Week 9 (with a “check in” in Week 5)
Weighting: 50%
Students will be required to individually complete a Case Analysis.
The Case will directly relate to a students’ ability to demonstrate their skills in the areas of analysis, interpretation, evaluation and writing.
The Case will be made available in Week 1. Students will need to apply knowledge and skills from not only the current course (marketing communication) but also media planning and other general marketing and advertising principles learned in order to answer the case.
The time required to complete, along with the complexity of the task will require students to invest approximately 2 hours per week outside of scheduled class time.
Students are recommended to download the case, along with the Assessment 1 Task Instruction booklet at the commencement of semester to familiarise themselves with the content of both documents and immediately commence work on the task.
All materials submitted must be fully referenced using the Harvard Referencing System and be written applying a formal report style.
This assessment contains a “check-in” point in Week 5 where students will submit their progress to date. The check-in will be a “competent” or “not yet competent” feedback for that stage only. The purpose of the check-in point is for students to demonstrate their time and project management skills, along with their ability to structure the report as per the assessment instructions. Feedback on the content of the project will not be provided, only structure, layout, and progress. Where a “not yet competent” is received for the “check-in” point, the work will need to be adjusted where instructed, and may impact the final grade of the completed project in Week 9.
The final assessment will be due in Week 9. Where the assessment at the final submission is deemed competent, the work will be graded and written feedback will be provided. Where “not yet competent” is received, a grade will not be provided, and a resubmit will be required within 10 working days of the feedback being uploaded into Blackboard.
Word count must be +/- 10% of 3,000 words - body of report only (excluding title page, TOC, Appendices).
Further details in relation to the task can be found on the Course Blackboard under Assessments.
 
Assessment 2 – Group Assessment (Multi-Course project)
Due: Part A - Creative Brief - 5pm day of scheduled class time Week 6 (10%)
Part B - Report - 5pm day of scheduled class time Week 13 (25%)
Part C - Presentation – Week 15 (15%)
Weighting: Total 50%
Students will be briefed in Week 2 by a communications or advertising agency and their client.
The brief will require students in groups of 4 to respond by developing and presenting a fully integrated strategic communications plan at the end of semester. This plan will require students to demonstrate their ability to evaluate trends, fully evaluate a target market and demonstrate understanding of key motivations for purchase and action, select appropriate media and communication tools, ensure all relevant legislative issues are addressed and incorporated within their recommendations, deliver a program that is fully costed, scheduled and within budget.
Summary of the three parts below:
Part A: This section contains a creative brief constructed by the student agency in response to the client briefing. The brief will follow the outline provided on Blackboard under Assessments. No word limit.
Part B: A fully referenced strategic integrated marketing communication plan that responds to the marketing and creative briefs. The plan must be written in report format, using the Harvard Referencing System. Word count must be +/- 10% of 4,000 words body of report only (excluding title page, TOC, Appendices).
Part C: The presentation of the plan to the client for not more than 15 minutes (12 minutes presentation, 3 minutes question time). This must be prepared in Microsoft PowerPoint and constructed following the outline provided on Blackboard under Assessments. Feedback for the plan will be provided by the agency and client during the final presentation in Week 15 or 16 (depending on client availability).
Further details and instructions in relation to the tasks can be found on the Course Blackboard under Assessments.
 
Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically
Format:
Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.
Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.
Assessment Matrix
Full details on how this course is assessed against the Unit Elements & Performance Criteria plus critical aspects of evidence, this can be found in the Learning and Assessment Tool available from your instructor or course coordinator. Summary below:
| Element |
Assessment |
| 1. Determine marketing communication requirements | Assessment 1 – Individual Assessment (Case Analysis) |
| 2. Develop a marketing communication brief | Assessment 1 – Individual Assessment (Case Analysis) Assessment 2 – Group Assessment (Multi-Course project) |
| 3. Design the integrated marketing communication strategy | Assessment 1 – Individual Assessment (Case Analysis) Assessment 2 – Group Assessment (Multi-Course project) |
| 4. Select and recommend media for the marketing strategy | Assessment 1 – Individual Assessment (Case Analysis) Assessment 2 – Group Assessment (Multi-Course project) |
| 5. Develop a creative brief | Assessment 1 – Individual Assessment (Case Analysis) Assessment 2 – Group Assessment (Multi-Course project) |
Crticical Aspects of Assessment:
| Critical Aspects of Assessment |
Assessment |
| The production of an integrated strategic marketing communication plan for presentation to a client which includes: • purpose statement • definition of the target audience • analysis of the product or service • legal and ethical constraints • marketing communication functions and media vehicles chosen, with rationale for each • creative brief for the media options • schedule for the creative work • budgetary allocation for each media vehicle |
Assessment 1 – Individual Assessment (Case Analysis) Assessment 2 – Group Assessment (Multi-Course project) |
Course Overview: Access Course Overview