Course Title: Apply marketing communication across a convergent industry

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: COMM7334C

Course Title: Apply marketing communication across a convergent industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in 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

Elaine Holstein


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 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.



National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG417 Apply marketing communication across a convergent industry


1. Identify the convergent environment

Performance Criteria:

1.1 Review and identify the role of the traditional siloed sectors to client requirements

1.2 Identify the potential points of integration

1.3 Establish the role of the customer within the convergent environment

1.4 Confirm and ensure that messages can be unified across an integrated offering

1.5 Identify relevant and current legislation, regulations and policies that may impact on marketing within the convergent environment


2. Prepare cross sector marketing tools and techniques

Performance Criteria:

2.1 Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment

2.2 Create convergent tools and techniques suitable for use within a divergent media environment

2.3 Create tools and techniques suitable for use within a customer-centric environment

2.4 Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques



3. Apply convergent marketing communications

Performance Criteria:

3.1 Select and utilise integrated, cross sector and media divergent marketing communication solutions to meet client requirements

3.2 Identify and engage the use of sector and technology specific experts where appropriate

3.3 Establish channels to empower and respond rapidly to customer perspectives

3.4 Establish and maintain expert and business networks relevant to marketing communication convergence

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.

Details of Learning Activities

 A range of in class activities, case studies and independent research are included as the learning activities for this course.

Teaching Schedule




Weekly Schedule

Apply marketing communication across a convergent industry clustered with Promote products and services

2 2016 

Week number

Week beginning


Assessments relevant to this topic


4th July

Topic 1 Introduction

All assessments



Introduction to the course

Introduction to marketing as a context for marketing communications

What is a product?

What is a service?



11th July

Topic 2 Exploring Marketing Communications channels weeks 2 -7

All assessments



Advertising – TV, radio, print, banner ads and affiliate advertising

Using advertising to promote products and services case study and in class activity.



18th July

Direct marketing – print, tv, radio,

Using DM to promote products and services assessable in class case study

Assessment 1 in class activity and observation


25th July

Direct marketing – email, newsletter, intro to social media channels

Using DM to promote products and services case study and in class activity.



1st August

Event management – exhibitions, trade fairs and launches, Using events to promote products and services case study and in class activity exploring the virtual event.

Assessment 1 in class activity and observation


8th August

PR and publicityOnline reputation management, reviews, blogs, ratings

Using PR to promote products and services case study and in class activity




15th August

Personal selling –

Using PR to promote products and services case study and in class activity




22nd August

Topic 3 Analysing the Marketing communications requirements weeks 8-11

Assessment 2




Understanding the customer – segmentation and profiling

 Developing launch objectives

 Assessment 2 application





Mid-semester break 29th August – 2nd September



5th September

Analysing the environment

SWOT, Pest, Legal and regulatory issues

The competitor

 Assessment 2 application



12th September

Project Planning

Techniques and templates will be discussed for these two important processes

Stakeholder Management

Techniques and templates will be discussed for these two important processes

 Assessment 2 application



19th September


Have we achieved our communications objectives?

 User feedback - collecting and integrating user information to improve all our communications

 Assessment 2 Application

Assessment 2 due


26th September

Topic 4 - Creating a convergent Platform developing a launch microsite

Assessment 3



Designing a website

Introduction to on line design

Visual and copy

Introduction to Weebly


Assessment 3 application



3rd October


Developing a DM email campaign – a look at mail chimp

Creating a blog

Creating a banner ad


Assessment 3 application



10th October


Creating customer contact pages

 Assessment 3 application



17th October

Assessment consolidation

Assessment 3 due



24th October

Resubmits if required




Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to studnets throughour the semester.

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.

Assessment Tasks

Note that this course is co-delivered and co-assessed with MKTG7974C Promote Products an Services

Assessment Task 1 – In class communications activities

Date handed out:  Week 1

Date and time due:  During class weeks 3 and 5

Group or Individual: Groups of no more than 3 persons.                    


This assignment will allow students to demonstrate an understanding of the various marketing communications channels discussed. In class case study challenges will be presented and students will be required to complete the challenge as set during the class time allocated.


Students will be required to read the challenge as set down, select a small team to work with, then plan the best approach to address the challenge and complete their response. Students will then present their approach to the broader group. This whole process will be observationally assessed by the teacher.

This assignment must be done during class time and is designed to assess:

 Marking guides have been provided to all students.

 Assessment Task 2 – Communication Needs Analysis Report

Date handed out:  Week 1

Date and time due:  Week 11 (25th September: Sun.11.59pm.)

Group or Individual: Individual.                       


This assessment is designed to evaluate students ability to analyse the market and determine an organisations marketing communications needs based on that analysis.


Students are to assume the role of marketing consultant for a business product/service launch of their choice. They are to decide upon a launch strategy including a website, electronic advertisements, email direct marketing and public relations to convey marketing communications consistent with the organisations marketing objectives.

 Students will produce a detailed requirements report covering the communications needs and to make appropriate recommendations for a new strategy and website to be used as part of the organisation’s product/service launch.

Assessment Task 3 – - Integrated Communications strategy across convergent platforms.

Date handed out:  Week 1

Date and time due:  Week 15 Sunday 23rd October 23:59

Group or Individual: This is an individual assessment.  


This assessment is designed to evaluate students ability to implement an integrated  communications strategy across a range of possible platforms based on the assessment of the organisations communications needs.


Students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 2 – Requirements Report. The website must be designed, incorporating an electronic advertisement, relevant products and services pages, a selection of social media channels, an email newsletter and a blog.


Assessment Matrix

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
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.

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:

Form to use:

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:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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 More Information:;ID=7usdbki1fjf31


Course Overview: Access Course Overview