Course Title: Design and develop marketing communication plans

Part B: Course Detail

Teaching Period: Term2 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

Ozlem Agca

ozlem.agca@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 advantages and disadvantages of communications mix 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

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.

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

	Semester 2 2025 Topic Overview and Learning Outcomes
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	AT1 / AT2
Week 2	Marcom strategy planning	AT1 / AT2
Week 3	Research + The Comms Plan	AT1 / AT2
Week 4	Legal and regulation	AT1 / AT2
Week 5	AT1 Knowledge Task Due	AT1
Week 6	Measuring performance	AT2
Week 7	Preparing the Marketing Communications Plan	AT2
Week 8	Presentations (AT2 Due Sunday)	AT2
Week 9	Rework (as required)	AT1 / AT2

Learning Resources

Prescribed Texts

References

Other Resources

All resources will be available on Canvas

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

Summary and Purpose of Assessment Task 1:

This short-answer assessment task is one of two assessment tasks the you need to complete satisfactorily, in order to be deemed competent for this unit.

This assessment will allow you to demonstrate your knowledge required to design and develop marketing communication plans that will cover:

• Prepare marketing communication plan information – that will identify and confirm marketing communication purpose and objectives, expectations, target audience, messages and strategies, scheduling, and budgetary requirements.
• Design marketing communication plan – identify key features of marketing communications mix options and compare advantages and disadvantages of communication mix.
• Identify, analyse and evaluate complex texts to determine requirements of advertising brief, legislative, regulatory and business requirements.
• Establish success measure for marketing communication plans.

Summary and Purpose of Assessment Task 2:

This assessment task is the second of the two required to demonstrate competency for this unit.

This assessment task has been developed to allow you to work individually to demonstrate the skills and knowledge required to identify and evaluate a range of marketing communication mediums and to design and develop a marketing communication plan for a company of your choice or one selected for you by your instructor.

To produce the Marketing Communication Plan, you will need to complete the following tasks:

Task 1: Research and interview the organisation

Task 2: Prepare marketing communication plan information

Task 3: Design marketing communication plan

Task 4: Present to the organisation/client

Task 5: Finalise marketing communication plan

Assessment Matrix

The assessment matrix that maps all the assessments are available on Canvas.

Other Information

• Each student will work individually to complete the Marketing Communication Plan.
• You must not copy the work of others. (For more information regarding Academic Integrity please refer to RMIT Academic Integrity Guidelines).
• In certain circumstances, students may be eligible for an assessment adjustment (e.g. a disability or long-term medical or mental health condition; an unavoidable employment, family, cultural, religious or elite sporting commitment known in advance; other unexpected circumstance outside your control).
• Make prior arrangements with the instructor at least one week prior to the assessment due date if you require special allowance, allowable adjustment to this task or extension of time.
• You can seek clarification or guidance from the assessor about the instructions of this assessment task.
• Submit this task on Canvas.
• You will be assessed as satisfactory or not satisfactory.
• You will have the opportunity to resubmit work that is deemed unsatisfactory. One re-submit allowed for this assessment
• Ensure that the assessment is submitted on or before the due date.
• You are encouraged to retain a copy of your assessment tasks (hard copy and soft copy).
• Each page of the assessment should include header with the name, student number, the title of the assessment, unit code and title and page numbers.
• For a 7-day extension see https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-workLinks to an external site.
• For special consideration see https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-considerationLinks to an external site.
• For reasonable adjustment see https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessmentLinks to an external site.
• If you have disability, long-term illness and/or mental health condition, you may be granted an adjustment to the standard conditions via Equitable Assessment ArrangementsLinks to an external site..
• Failure to complete this assessment within the scheduled time will result in the task being assessed as Not Satisfactory unless alternative arrangements have been made to complete the assessment prior to the date of the assessment task.
• You can appeal the assessment decision according to the RMIT Assessment Processes documentLinks to an external site.
• Find assessments for your course, how to submit your assignments and assessment appeals here: AssessmentsLinks to an external site.
• Students will have the opportunity to resubmit if deemed unsatisfactory (one resubmit).

Course Overview: Access Course Overview