Assessor Resource

BSBMKG523
Design and develop an integrated marketing communication plan

Assessment tool

Version 1.0
Issue Date: April 2024


This unit describes the 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 reflecting client needs and preferences.

It applies to individuals working in a supervisory or management marketing or advertising role, within a marketing or advertising team or media organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine marketing communication requirements

1.1 Confirm marketing communication purpose and objectives with client

1.2 Obtain comprehensive client and product information

1.3 Review outcomes of previous marketing communication with client

1.4 Confirm budget allocation with client

2. Develop marketing communication brief

2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs

2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication

2.3 Define key characteristics, competitive factors and market situation facing product or service

2.4 Include a summary of information on target audience, and legal and ethical constraints

3. Design integrated marketing communication strategy

3.1 Select marketing communication options appropriate for marketing communication brief

3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service

3.3 Determine media characteristics matching brief requirements

3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences

3.5 Evaluate media styles against the brand character of product or service being marketed

3.6 Compare advantages and disadvantages of selecting multiple media in a media plan

3.7 Develop and apply criteria for selecting multiple media combinations

4. Select and recommend media for marketing strategy

4.1 Select media vehicles that match requirements of marketing brief for product or service

4.2 Recommend primary and secondary marketing media that meet target audience preferences

4.3 Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints

5. Develop creative brief

5.1 Identify creative content for chosen media using consumer language in the brief

5.2 Identify pitch or appeal for product or service in the brief that meets client requirements

5.3 Identify supporting information required for consumer understanding of product or service in the brief

5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief

5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine marketing communication requirements

1.1 Confirm marketing communication purpose and objectives with client

1.2 Obtain comprehensive client and product information

1.3 Review outcomes of previous marketing communication with client

1.4 Confirm budget allocation with client

2. Develop marketing communication brief

2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs

2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication

2.3 Define key characteristics, competitive factors and market situation facing product or service

2.4 Include a summary of information on target audience, and legal and ethical constraints

3. Design integrated marketing communication strategy

3.1 Select marketing communication options appropriate for marketing communication brief

3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service

3.3 Determine media characteristics matching brief requirements

3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences

3.5 Evaluate media styles against the brand character of product or service being marketed

3.6 Compare advantages and disadvantages of selecting multiple media in a media plan

3.7 Develop and apply criteria for selecting multiple media combinations

4. Select and recommend media for marketing strategy

4.1 Select media vehicles that match requirements of marketing brief for product or service

4.2 Recommend primary and secondary marketing media that meet target audience preferences

4.3 Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints

5. Develop creative brief

5.1 Identify creative content for chosen media using consumer language in the brief

5.2 Identify pitch or appeal for product or service in the brief that meets client requirements

5.3 Identify supporting information required for consumer understanding of product or service in the brief

5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief

5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Confirm marketing communication purpose and objectives with client 
Obtain comprehensive client and product information 
Review outcomes of previous marketing communication with client 
Confirm budget allocation with client 
Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs 
State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication 
Define key characteristics, competitive factors and market situation facing product or service 
Include a summary of information on target audience, and legal and ethical constraints 
Select marketing communication options appropriate for marketing communication brief 
Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service 
Determine media characteristics matching brief requirements 
Analyse media consumption habits for primary and supplementary marketing media among target audiences 
Evaluate media styles against the brand character of product or service being marketed 
Compare advantages and disadvantages of selecting multiple media in a media plan 
Develop and apply criteria for selecting multiple media combinations 
Select media vehicles that match requirements of marketing brief for product or service 
Recommend primary and secondary marketing media that meet target audience preferences 
Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints 
Identify creative content for chosen media using consumer language in the brief 
Identify pitch or appeal for product or service in the brief that meets client requirements 
Identify supporting information required for consumer understanding of product or service in the brief 
Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief 
Incorporate deadline for creative work consistent with overall media schedule in the brief 

Forms

Assessment Cover Sheet

BSBMKG523 - Design and develop an integrated marketing communication plan
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Assessment Record Sheet

BSBMKG523 - Design and develop an integrated marketing communication plan

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