Google Links

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

Elements and Performance Criteria

1. Determine marketing communication requirements
   • 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
2. Develop marketing communication brief
   • 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
3. Design integrated marketing communication strategy
   • 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
4. Select and recommend media for marketing strategy
   • 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
5. Develop creative brief
   • 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