Application
This unit describes the skills and knowledge required to research, analyse and apply knowledge within the marketing communication industry with due consideration to legal and ethical constraints and the digital communication convergent environment.
It applies to individuals who work in entry-level positions with a general knowledge of the structure, organisation and function of the marketing communication industry. Individuals in this role may provide limited leadership and guidance to others.
No licensing, legislative, regulatory 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. Develop knowledge of the marketing communications industry | 1.1 Identify and access sources of information on the marketing communication industry 1.2 Seek information on the structure and operation of the marketing communication industry 1.3 Obtain information on marketing communication industry sectors, associations, networks and societal role 1.4 Identify and access information on key stakeholders 1.5 Apply industry information appropriately in everyday activities related to typical work roles |
2. Identify industry employment obligations and opportunities | 2.1 Obtain information regarding employment obligations and opportunities relevant to the marketing communication industry 2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles |
3. Identify future trends within the marketing communications industry | 3.1 Research developments for marketing communication within digital communications technology 3.2 Scope the relative impact of new and alternative technologies on the industry 3.3 Apply information on future trends in everyday activities related to typical work roles |
4. Update industry knowledge | 4.1 Conduct formal and informal research to update general knowledge of the industry continuously 4.2 Monitor current issues of concern to the industry 4.3 Share updated knowledge with client and colleagues 4.4 Incorporate updated knowledge into everyday activities related to typical work roles |
Evidence of Performance
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.
Evidence of Knowledge
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.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications 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, 4.1, 4.2 | Gathers, interprets and analyses a variety of textual information from a range of sources to identify relevant and key information |
Writing | 1.5, 3.2, 3.3, 4.3, 4.4 | Integrates information from a number of sources to create cohesive documents using suitable format and grammatical structure, with clear, logical language suitable to the audience and purpose |
Oral Communication | 4.3 | Presents information using language appropriate to audience |
Numeracy | 3.1, 3.2 | Uses mathematical skills to interpret data and statistical information |
Navigate the world of work | 2.1, 2.2 | Understands and adheres to legal and regulatory responsibilities related to own work |
Interact with others | 4.3 | Selects and uses appropriate conventions and protocols when communicating with internal and external stakeholders to seek or share information |
Get the work done | 1.5, 2.2, 3.3, 4.4 | Applies industry knowledge to work tasks Uses a continuous learning approach to improve capacity to work effectively and identify and solve problems as they occur, and to address emerging opportunities and issues |
Sectors
Business Development – Marketing