Course Title: Develop a marketing communications plan

Part B: Course Detail

Teaching Period: Term2 2008

Course Code: MKTG7181C

Course Title: Develop a marketing communications plan

School: 650T TAFE Business

Campus: City Campus

Program: C6061 - Advanced Diploma of Business (Advertising)

Course Contact : Laura Di Pietro

Course Contact Phone: 9925 5478

Course Contact

Name and Contact Details of All Other Relevant Staff

Emma Rogers

9925 5473

Nominal Hours: 50

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

The aim of this subject is to provide students with practical skills and knowledge regarding the communications component of the marketing mix. It will examine the following elements of the communication mix: advertising, sales promotion, public relations and publicity. Case studies and examples featuring “real world” situations will be referred to extensively during lectures and workshops to encourage critical thinking and develop student skills in applying concepts to new situations..

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG503A Develop a marketing communications plan


Determine the marketing communications mix

Performance Criteria:

1.1 The target market is identified and available media are reviewed in accordance with organisational requirements
1.2 Criteria to use in an integrated marketing communications analysis are identified
1.3 Forms of promotions that are best suited to the product/service/idea are reviewed and selected
1.4 Marketing communication objectives are determined and a draft promotional brief is written in accordance with organisational requirements
1.5 Promotional appeals and messages are developed to meet the requirements of the promotional brief


Develop marketing communication objectives

Performance Criteria:

2.1 Marketing communications models are evaluated and a model of communications is identified to meet organisational requirements
2.2 The relationship between the market mix and the promotions mix are explored
2.3 The likely elements of primary and secondary promotions are determined in accordance with organisational requirements
2.4 A marketing communications mix is selected that best suits the target market and meets marketing objectives


Prepare an integrated marketing communications plan

Performance Criteria:

3.1 General economic and business environmental factors are evaluated in terms of their effect on the promotional budget allocation.
3.2 A marketing communications budget is allocated in accordance with the overall marketing budget
3.3 Marketing communications implementation and control procedures are established in accordance with organisational requirements


Set a promotional budget

Performance Criteria:

4.1 The elements of an integrated marketing communications plan are determined in accordance with organisational requirements
4.2 Direct and indirect forms of marketing communications are evaluated in relation to marketing communications objectives
4.3 Primary and secondary forms of marketing communications are identified and evaluated
4.4 Institutional, product, service and idea promotions are evaluated for inclusion in the marketing communications plan
4.5 The objectives of the marketing communications plan are developed and evaluated for effectiveness against the forms that are possible and for cost-effectiveness
4.6 The marketing communications plan is prepared in accordance with the overall marketing plan and meets organisational requirements

Learning Outcomes

Learning Outcomes:

On completion of this course students will be able to put into practice, the skills and knowledge gained as applicable within the workplace according to the performance criteria as stipulated against the elements of the competency above.

Learning Activities:

All students will participate within the classroom to provide real life solutions to problems as set by clients and teaching staff that reflect real life situations as found in the workplace. This may take the form of individual assessments, group projects and presentations to teaching staff and clients.

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 assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week 1
Prescribed text - Chitty, Barker, and Shimp – Integrated Marketing Communications Process - Chapter 1

Rossiter and Bellman - Marking Communications & the brand – Chapter 1
Week 2
Prescribed text - Chitty, Barker, and Shimp – The Communication Process – Chapter 2

Rossiter and Bellman - Overview of Marketing Communications campaign planning – Chapter 2
Week 3
Prescribed text - Chitty, Barker, and Shimp – Market Segmentation and Brand Positioning – Chapter 4

Rossiter and Bellman - Brand Positioning models – Chapters 3 & 4
Week 4
Prescribed text - Chitty, Barker, and Shimp – Market Segmentation and Brand Positioning – Chapter 4

Rossiter and Bellman - Campaign target audience selection and action objectives – Chapter 5 Individual Assessment Part 1 due 4.30 pm Friday
Week 5
Prescribed text - Chitty, Barker, and Shimp – Advertising Management – Chapter 5

Rossiter and Bellman - Campaign Communication Objectives – Chapter 6
Week 6
Class Notes – Generating Creative Ideas

Rossiter and Bellman - Creative Idea Generation and Selection – Chapter 7
Week 7
Prescribed text - Chitty, Barker, and Shimp – Persuasion in Marketing Communications – Chapter 3/ Advertising Strategy and Implementation – Chapter 6

Rossiter and Bellman - Brand Awareness and Brand Preference Tactics – Chapter 8
Week 8
Prescribed text - Chitty, Barker, and Shimp – Broadcast Media – Chapter 8

Rossiter and Bellman - Attention Tactics – Chapter 9 Group Assessment Part 2 due 4.30pm Wednesday
Break 1st to 5th September
Week 9
Prescribed text - Chitty, Barker, and Shimp – Evaluating Advertising Effectiveness – Chapter 7 (Pre-test)

Rossiter and Bellman - Pre-testing Rough Ads – Chapter 10
Week 10
Prescribed text - Chitty, Barker, and Shimp – Print and Support Media – Chapter 9

Rossiter and Bellman - Media Type Selection and the reach pattern – Chapter 11
Week 11
Prescribed text - Chitty, Barker, and Shimp – Media Planning and Analysis – Chapter 10

Rossiter and Bellman - Effective frequency and strategy rules for implementation of the media plan – Chapter 12
Week 12
Prescribed text - Chitty, Barker, and Shimp – Sales Promotion – Chapter 12

Rossiter and Bellman - Sales Promotion – Chapter 15
Week 13
Prescribed text - Chitty, Barker, and Shimp – Direct Marketing – Chapter 11/ Personal Selling – Chapter 14

Rossiter and Bellman - Personal Selling: Direct Selling and Telemarketing – Chapter 17
Setting the campaign budget – Chapter 13
Week 14
Prescribed text - Chitty, Barker, and Shimp – Marketing Public Relations and Sponsorship Marketing – Chapter 13

Rossiter and Bellman - Corporate image advertising, sponsorships and pr – Chapter 16
Week 15
Prescribed text - Chitty, Barker, and Shimp – Regulatory Issues in Marketing Communications – Chapter 15

Rossiter and Bellman - Social Marketing Campaigns – Chapter 18
Week 16
Prescribed text - Chitty, Barker, and Shimp – Evaluating Advertising Effectiveness – Chapter 7 (Post-test)

Rossiter and Bellman - Campaign Tracking – Chapter 14 Group Assessment Part 3 due 4.30 Wednesday
Week 17 Interviews
Week 18 Feedback & Review

Learning Resources

Prescribed Texts

Chitty, W, Barker, N, Shimp T, Integrated Marketing Communications, Thomson, 2005.


Rossiter & Bellman, Marketing Communications theory and applications, (2005) Prentice Hall
Semenik Richard J. Thomson, Promotion and Integrated Marketing Communications
Learning Communication for Business. Access Series. McGraw Hill Publishing
Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.

Other Resources

Overview of Assessment

Overview of Assessment

A pass in each assessment will result in a grade for the student. Where a pass is achieved competency for that assessment is given. Where there are multiple assessments for a single competency the students must achieve competency (a pass) in each assessment to be deemed competent. Competency MUST be achieved in all assessments of the course for a graded result to be obtained.

Grade Mark Description
HD > = 80 High Distinction (Competency Achieved)
DI 70 - 79 Distinction (Competency Achieved)
CR 60 - 69 Credit (Competency Achieved)
PA 50 - 59 Pass (Competency Achieved)
NN < 50 Fail (Not Yet Competent)
CA Not Applicable Competency Achieved
NYC Not Applicable Not Yet Competent


The student will undertake assessment by completing a number of written portfolios along with presentations to class as evidence of competence in relation to the above mentioned required elements of the competency as required under the direction of the training package.

Students will be provided specific assessment instructions, on commencement of this new course.

Assessment Tasks


Detailed information and instructions can be found on the Online Learning Hub commencing Week 1.

This assessment has four stages:

Stage 1: Individual Proposal – 10%
Students explore the Melbourne Reflections product and the “brand” within that category. They should submit a written proposal in the form of a report detailing the category and brand they selected. This proposal must be approved prior to commencing Stage 2 of the group assessment.

Stage 2: Situation Analysis and Development of Marketing Communication Objectives – 30%
Students are required to write a situation analysis for this product. The situation analysis is to have selected issues that are appropriate for the category and brand. As not all information will be publicly available, students are required to make realistic and reasonable assumptions based on observation of the retail environment and the consumers buying behaviours.

Stage 3: Integrated Marketing Communication Plan – 40%
The final stage of the individual assessment is to write a communications plan for the product. Students must propose appropriate marketing objectives in terms of market share. Outline roles for each of the marketing communication elements and discuss their integration. Identify and detail the target market as well as the communication objects for each element. It is necessary to construct and revise a positioning statement when constructing the creative strategy. This report requires a proposed media strategy including a media schedule.

Stage 4: Individual Interviews – 20% - Week 17

Assessment Matrix

Course Overview: Access Course Overview