Course Title: Apply marketing communication across a convergent industry

Part A: Course Overview

Program: C4384 Certificate IV in Marketing and Communication

Course Title: Apply marketing communication across a convergent industry

Portfolio: Vocational Education

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet or Workplace

Term1 2018,
Term2 2018,
Term1 2019,
Term2 2019,
Term1 2020,
Term2 2020,
Term1 2021,
Term2 2021

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email:

Course Description

 This unit describes the skills and knowledge required to work effectively within the convergent marketing communication industry.

It applies to individuals working in a variety of marketing communication roles utilising skills and knowledge from marketing, advertising, public relations and/or convergent media sectors to achieve outcomes.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG417 Apply marketing communication across a convergent industry


1. Identify the convergent environment

2. Prepare cross sector marketing tools and techniques

3. Apply convergent marketing communications

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to identify the convergent market, prepare cross sector marketing tools and techniques and apply convergent marketing communications.

Overview of Assessment

 Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

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.

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

Performance Evidence

 Evidence of the ability to:

  • Identify the convergent environment for marketing communication in establishing a client solution, including:
  • reviewing the traditional roles and client groups serviced by the marketing, advertising and public relations sectors
  • utilising the impact of capacity in communications technology
  • utilising the impact of ubiquitous enabled mobile devices
  • integrating the rise in 'customer-centric' and the 'empowered customer' in client solutions
  • develop client and customer messaging that can be engaged by a target group across multiple distribution points
  • create fit-for-purpose tools, techniques and solutions that are effective within a convergent media environment
  • establish processes that empower customers
  • work with client and customers to implement an integrated solution within a highly iterative environment
  • engage effectively with experts and others within the industry.

Knowledge Evidence

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

  • identify the characteristics and points of difference between traditional and convergent approaches to marketing communication
  • explain how customers take a central and empowered role within convergent marketing
  • list the impact of convergence on the traditional siloed industry
  • identify the current key technologies and distributed services that impact on convergent solutions
  • list the type of experts and business networks appropriate to a convergent marketing solution
  • list relevant and current legislation, regulation and organisational policy to the field of marketing communication.


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.