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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. Develop knowledge of the marketing communications industry
   • Identify and access sources of information on the marketing communication industry
   • Seek information on the structure and operation of the marketing communication industry
   • Obtain information on marketing communication industry sectors, associations, networks and societal role
   • Identify and access information on key stakeholders
   • Apply industry information appropriately in everyday activities related to typical work roles
2. Identify industry employment obligations and opportunities
   • Obtain information regarding employment obligations and opportunities relevant to the marketing communication industry
   • Apply information on employment opportunities and obligations in everyday activities related to typical work roles
3. Identify future trends within the marketing communications industry
   • Research developments for marketing communication within digital communications technology
   • Scope the relative impact of new and alternative technologies on the industry
   • Apply information on future trends in everyday activities related to typical work roles
4. Update industry knowledge
   • Conduct formal and informal research to update general knowledge of the industry continuously
   • Monitor current issues of concern to the industry
   • Share updated knowledge with client and colleagues
   • Incorporate updated knowledge into everyday activities related to typical work roles

Performance Evidence

Evidence of the ability to:

Research and report on the marketing communications industry structure, its role in society and within particular organisations

develop a stakeholder analysis relevant to particular organisations

scope the impact of new and alternative communication technology on the marketing communications industry

research and report on the current issues affecting the marketing communications 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:

discuss current issues and trends which affect the marketing communications industry

categorise industry structures and networks

describe organisational and client operating environments, structures, and business and marketing plans

list the current digital communications technologies, platforms and devices

outline principles and practices of marketing communications and media strategies.

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