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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Identify the convergent environment
   • Review and identify the role of the traditional siloed sectors to client requirements
   • Identify the potential points of integration
   • Establish the role of the customer within the convergent environment
   • Confirm and ensure that messages can be unified across an integrated offering
   • 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
   • Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment
   • Create convergent tools and techniques suitable for use within a divergent media environment
   • Create tools and techniques suitable for use within a customer-centric environment
   • Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques
3. Apply convergent marketing communications
   • Select and utilise integrated, cross sector and media divergent marketing communication solutions to meet client requirements
   • Identify and engage the use of sector and technology specific experts where appropriate
   • Establish channels to empower and respond rapidly to customer perspectives
   • Establish and maintain expert and business networks relevant to marketing communication convergence

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.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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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.

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