UNIT
Not applicable.
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. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
This unit applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media organisation. |
Not applicable.
This unit contains employability skills. |
Elements describe the essential outcomes of a unit of competency. | Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Evidence of the following is essential: 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 must ensure access to: a workplace or simulated work environment office equipment and resources required documentation, including marketing brief. | |
The following assessment methods are appropriate for this unit: review of portfolio of evidence of actions taken to produce a strategic marketing communication plan assessment of documented strategic marketing communication plan oral or written questioning to assess actions taken to produce the marketing communication plan analysis of responses to case studies and scenarios. | |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV507B Develop a media plan. | |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
communicating a message to a particular audience differentiating features or benefits promoting image providing information recruiting staff retaining customers stimulating demand for a product or service. | |
company and its business policies and practices company's promotional ethos competition distribution channels existing customers and target market packaging design past advertising for the product price, if any problems and opportunities facing the product product name and characteristics. | |
improve sales performance and/or profit launch or re-launch a product or service maintain or improve market share maintain or increase awareness of a product or service test a product or service. | |
attitudes cultural factors demographics existing product usage lifestyle social factors values. | |
codes of practice, such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australasian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, for example: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trade Practices Act policies and guidelines regulations social responsibilities, such as protection of children and environmentally sustainable practices societal expectations. | |
advertising customer service direct marketing events and sponsorships packaging personal selling publicity and public relations sales promotion. | |
aerial advertising billboards and posters cable and satellite television cinema direct mail direct response email marketing exhibitions and trade fairs internet magazines new media, including multimedia and hypermedia, such as: streaming video and audio 3-D virtual reality environments and effects highly interactive user interfaces mobile presentation use of high-bandwidth CD and DVD media telephone and digital data integration online communities microdevices live internet broadcasting person-to-person visual communication one-to-many visual communication newspapers outdoor personal selling podcasting point of sale radio sales literature sales promotion sponsorship television telemarketing transit media, such as bus sides and taxi backs video, video games and videotext. | |
level of audience involvement level of audience receptiveness motion effects proximity to purchase sound effects visual effects whether the target audience responds actively whether the target audience responds passively. | |
increasing the frequency of the advertising message increasing the reach of the advertising message. | |
duplication of impact duplication of resources increasing the cost of marketing. | |
whether frequency will be increased whether reach will be increased cost avoidance of 'zipping and zapping'. | |
brand or image factors colour features of the product or service. | |
key benefits promised to the audience by the advertiser, which may be: emotional need-arousing need-satisfying negative positive rational. | |
evidence to support the claimed benefit purchasing information reassurance for existing users requirement to specify the target audience. | |
Business development - marketing |
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