Application
This unit describes the skills and knowledge required to work effectively within the convergent marketing communication industry.
It applies to individuals working in a variety of marketing communication roles utilising skills and knowledge from marketing, advertising, public relations and/or convergent media sectors to achieve outcomes.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Identify the convergent environment | 1.1 Review and identify the role of the traditional siloed sectors to client requirements 1.2 Identify the potential points of integration 1.3 Establish the role of the customer within the convergent environment 1.4 Confirm and ensure that messages can be unified across an integrated offering 1.5 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 | 2.1 Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment 2.2 Create convergent tools and techniques suitable for use within a divergent media environment 2.3 Create tools and techniques suitable for use within a customer-centric environment 2.4 Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques |
3. Apply convergent marketing communications | 3.1 Select and utilise integrated, cross sector and media divergent marketing communication solutions to meet client requirements 3.2 Identify and engage the use of sector and technology specific experts where appropriate 3.3 Establish channels to empower and respond rapidly to customer perspectives 3.4 Establish and maintain expert and business networks relevant to marketing communication convergence |
Evidence of Performance
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.
Evidence of Knowledge
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.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communication field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies, or where possible, real situations
industry software packages and apps.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.4, 2.1, 3.1, 3.2 | Identifies and interprets textual information to establish current industry and project status from relevant information |
Writing | 1.3, 1.4 | Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience |
Oral Communication | 3.2 | Presents information and seeks advice using language appropriate to audience |
Numeracy | 2.1-2.4 | Identifies and interprets data from a range of sources Use testing and data analysis to establish and test systems, monitor results and weigh costs |
Navigate the world of work | 1.5, 2.2, 2.3 | Develops, monitors and modifies organisational policies and procedures in accordance with legislative requirements and organisation goals |
Interact with others | 3.2-3.4 | Selects and uses appropriate conventions and protocols when communicating with internal and external parties to seek or share information Works positively with those from other disciplines to achieved desired outcomes for organisation and clients |
Get the work done | 1.1-1.5, 2.1-2.4, 3.1-3.4 | Plans and organises data categories, tasks and workloads that ensure compliance with organisational policies and procedures, and legislative requirements Sequences and schedules complex activities, monitors implementation, and manages relevant communication Uses systematic, analytical processes in relatively complex situations, setting goals, gathering relevant information, and identifying and evaluating options; creating new tools and techniques where appropriate Evaluates outcomes of decisions to identify opportunities for improvement Uses and manipulates digital technology to create, extend and enhance job role, products and capacity to deliver effective service design |
Sectors
Business Development – Marketing