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Evidence Guide: BSBMKG523 - Design and develop an integrated marketing communication plan

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG523 - Design and develop an integrated marketing communication plan

What evidence can you provide to prove your understanding of each of the following citeria?

Determine marketing communication requirements

  1. Confirm marketing communication purpose and objectives with client
  2. Obtain comprehensive client and product information
  3. Review outcomes of previous marketing communication with client
  4. Confirm budget allocation with client
Confirm marketing communication purpose and objectives with client

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Obtain comprehensive client and product information

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review outcomes of previous marketing communication with client

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm budget allocation with client

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop marketing communication brief

  1. Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs
  2. State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication
  3. Define key characteristics, competitive factors and market situation facing product or service
  4. Include a summary of information on target audience, and legal and ethical constraints
Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Define key characteristics, competitive factors and market situation facing product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Include a summary of information on target audience, and legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design integrated marketing communication strategy

  1. Select marketing communication options appropriate for marketing communication brief
  2. Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service
  3. Determine media characteristics matching brief requirements
  4. Analyse media consumption habits for primary and supplementary marketing media among target audiences
  5. Evaluate media styles against the brand character of product or service being marketed
  6. Compare advantages and disadvantages of selecting multiple media in a media plan
  7. Develop and apply criteria for selecting multiple media combinations
Select marketing communication options appropriate for marketing communication brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine media characteristics matching brief requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse media consumption habits for primary and supplementary marketing media among target audiences

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate media styles against the brand character of product or service being marketed

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare advantages and disadvantages of selecting multiple media in a media plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and apply criteria for selecting multiple media combinations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select and recommend media for marketing strategy

  1. Select media vehicles that match requirements of marketing brief for product or service
  2. Recommend primary and secondary marketing media that meet target audience preferences
  3. Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints
Select media vehicles that match requirements of marketing brief for product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Recommend primary and secondary marketing media that meet target audience preferences

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop creative brief

  1. Identify creative content for chosen media using consumer language in the brief
  2. Identify pitch or appeal for product or service in the brief that meets client requirements
  3. Identify supporting information required for consumer understanding of product or service in the brief
  4. Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief
  5. Incorporate deadline for creative work consistent with overall media schedule in the brief
Identify creative content for chosen media using consumer language in the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify pitch or appeal for product or service in the brief that meets client requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify supporting information required for consumer understanding of product or service in the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Incorporate deadline for creative work consistent with overall media schedule in the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine marketing communication requirements

1.1 Confirm marketing communication purpose and objectives with client

1.2 Obtain comprehensive client and product information

1.3 Review outcomes of previous marketing communication with client

1.4 Confirm budget allocation with client

2. Develop marketing communication brief

2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs

2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication

2.3 Define key characteristics, competitive factors and market situation facing product or service

2.4 Include a summary of information on target audience, and legal and ethical constraints

3. Design integrated marketing communication strategy

3.1 Select marketing communication options appropriate for marketing communication brief

3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service

3.3 Determine media characteristics matching brief requirements

3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences

3.5 Evaluate media styles against the brand character of product or service being marketed

3.6 Compare advantages and disadvantages of selecting multiple media in a media plan

3.7 Develop and apply criteria for selecting multiple media combinations

4. Select and recommend media for marketing strategy

4.1 Select media vehicles that match requirements of marketing brief for product or service

4.2 Recommend primary and secondary marketing media that meet target audience preferences

4.3 Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints

5. Develop creative brief

5.1 Identify creative content for chosen media using consumer language in the brief

5.2 Identify pitch or appeal for product or service in the brief that meets client requirements

5.3 Identify supporting information required for consumer understanding of product or service in the brief

5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief

5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine marketing communication requirements

1.1 Confirm marketing communication purpose and objectives with client

1.2 Obtain comprehensive client and product information

1.3 Review outcomes of previous marketing communication with client

1.4 Confirm budget allocation with client

2. Develop marketing communication brief

2.1 Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs

2.2 State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication

2.3 Define key characteristics, competitive factors and market situation facing product or service

2.4 Include a summary of information on target audience, and legal and ethical constraints

3. Design integrated marketing communication strategy

3.1 Select marketing communication options appropriate for marketing communication brief

3.2 Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service

3.3 Determine media characteristics matching brief requirements

3.4 Analyse media consumption habits for primary and supplementary marketing media among target audiences

3.5 Evaluate media styles against the brand character of product or service being marketed

3.6 Compare advantages and disadvantages of selecting multiple media in a media plan

3.7 Develop and apply criteria for selecting multiple media combinations

4. Select and recommend media for marketing strategy

4.1 Select media vehicles that match requirements of marketing brief for product or service

4.2 Recommend primary and secondary marketing media that meet target audience preferences

4.3 Ensure recommended media meet the brief, client’s requirements, and legal and ethical constraints

5. Develop creative brief

5.1 Identify creative content for chosen media using consumer language in the brief

5.2 Identify pitch or appeal for product or service in the brief that meets client requirements

5.3 Identify supporting information required for consumer understanding of product or service in the brief

5.4 Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief

5.5 Incorporate deadline for creative work consistent with overall media schedule in the brief