Design and develop an integrated marketing communication plan Evidence Guide

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Evidence Guide: BSBMKG523A - 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

BSBMKG523A - 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

Confirm marketing communication purpose and objectives with the client
Obtain comprehensive client and product information
Review outcomes of previous marketing communication with the client
Confirm budget allocation with the client

Confirm marketing communication purpose and objectives with the client

Completed
Date:

Teacher:

Evidence:

Obtain comprehensive client and product information

Completed
Date:

Teacher:

Evidence:

Review outcomes of previous marketing communication with the client

Completed
Date:

Teacher:

Evidence:

Confirm budget allocation with the client

Completed
Date:

Teacher:

Evidence:

Develop a marketing communication brief

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

Develop a brief, ensuring it contains a client profile, purpose statement and objectives that reflect client needs

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

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Evidence:

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

Completed
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Evidence:

Design the integrated marketing communication strategy

Select marketing communication options appropriate for the marketing communication brief
Critically analyse the advantages and disadvantages of each marketing communications variable and media vehicles for the product or service
Determine media characteristics that match the requirements of the brief
Analyse media consumption habits for primary and supplementary marketing media among target audiences
Evaluate media styles as they relate to brand character of the product or service being marketed
Compare the advantages and disadvantages of selecting multiple media in a media plan
Develop and apply criteria for selecting multiple media combinations

Select marketing communication options appropriate for the marketing communication brief

Completed
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Evidence:

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

Completed
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Evidence:

Determine media characteristics that match the requirements of the brief

Completed
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Evidence:

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

Completed
Date:

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Evidence:

Evaluate media styles as they relate to brand character of the product or service being marketed

Completed
Date:

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Evidence:

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

Completed
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Evidence:

Develop and apply criteria for selecting multiple media combinations

Completed
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Evidence:

Select and recommend media for the marketing strategy

Select media vehicles that match the requirements of the marketing brief for the 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

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

Completed
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Evidence:

Recommend primary and secondary marketing media that meet target audience preferences

Completed
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Evidence:

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

Completed
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Evidence:

Develop a creative brief

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

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

Completed
Date:

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Evidence:

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

Completed
Date:

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Evidence:

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

Completed
Date:

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Evidence:

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

Completed
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Evidence:

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

Completed
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Evidence:

Assessed

Teacher: ___________________________ Date: _

Signature: ________________________________________________

Comments:

Instructions to Assessors

Evidence Guide


The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential: production of an integrated strategic marketing communication plan for presentation to a client which includes: purpose statement definition of the target audience analysis of the product or service legal and ethical constraints marketing communication functions and media vehicles chosen, with rationale for each creative brief for the media options schedule for the creative work budgetary allocation for each media vehicle.
Context of and specific resources for assessment	Assessment must ensure access to: a workplace or simulated work environment office equipment and resources required documentation, including marketing brief.
Method of assessment	The following assessment methods are appropriate for this unit: review of portfolio of evidence of actions taken to produce a strategic marketing communication plan assessment of documented strategic marketing communication plan oral or written questioning to assess actions taken to produce the marketing communication plan analysis of responses to case studies and scenarios.
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV507B Develop a media plan.

Required Skills and Knowledge

Required skills

communication skills to question, clarify and report when creating marketing and creative briefs

learning skills to evaluate and learn from previous marketing communication to contribute to the marketing communication plan

literacy skills to:

read and interpret marketing briefs

write reports with complex concepts and ideas

numeracy skills to develop budgets

organisational and time-management skills to sequence tasks and meet timelines

research and data-collection skills to evaluate the suitability of media to the product or service, and brand and marketing objectives

technology skills to use a wide range of office equipment and software to create a marketing brief

Required knowledge

economic, social and industry trends relevant to the choice of appropriate media options

industry products or services in order to recommend appropriate media options

overview knowledge to identify key provisions of relevant legislation, codes of practice and national standards that affect business operations as they relate to marketing, such as:

anti-discrimination legislation

consumer protection laws

ethical principles

fair trading laws

privacy laws

Trade Practices Act

principles of consumer behaviour and influences on buyer behaviour

range of marketing communication options for different markets

range of media vehicles for marketing communication options

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Marketing communication purpose may include:	communicating a message to a particular audience differentiating features or benefits promoting image providing information recruiting staff retaining customers stimulating demand for a product or service.
Client and product information may include:	company and its business policies and practices company's promotional ethos competition distribution channels existing customers and target market packaging design past advertising for the product price, if any problems and opportunities facing the product product name and characteristics.
Marketing communication objectives may include:	improve sales performance and/or profit launch or re-launch a product or service maintain or improve market share maintain or increase awareness of a product or service test a product or service.
Information on the target audience may include:	attitudes cultural factors demographics existing product usage lifestyle social factors values.
Legal and ethical constraints may include:	codes of practice, such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australasian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, for example: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trade Practices Act policies and guidelines regulations social responsibilities, such as protection of children and environmentally sustainable practices societal expectations.
Marketing communication options may include:	advertising customer service direct marketing events and sponsorships packaging personal selling publicity and public relations sales promotion.
Media vehicles may include:	aerial advertising billboards and posters cable and satellite television cinema direct mail direct response email marketing exhibitions and trade fairs internet magazines new media, including multimedia and hypermedia, such as: streaming video and audio 3-D virtual reality environments and effects highly interactive user interfaces mobile presentation use of high-bandwidth CD and DVD media telephone and digital data integration online communities microdevices live internet broadcasting person-to-person visual communication one-to-many visual communication newspapers outdoor personal selling podcasting point of sale radio sales literature sales promotion sponsorship television telemarketing transit media, such as bus sides and taxi backs video, video games and videotext.
Media characteristics may include:	level of audience involvement level of audience receptiveness motion effects proximity to purchase sound effects visual effects whether the target audience responds actively whether the target audience responds passively.
Advantages of selecting multiple media may include:	increasing the frequency of the advertising message increasing the reach of the advertising message.
Disadvantages of selecting multiple media may include:	duplication of impact duplication of resources increasing the cost of marketing.
Criteria may include:	whether frequency will be increased whether reach will be increased cost avoidance of 'zipping and zapping'.
Creativecontent may include:	brand or image factors colour features of the product or service.
Pitch or appeal may include:	key benefits promised to the audience by the advertiser, which may be: emotional need-arousing need-satisfying negative positive rational.
Supporting information may include:	evidence to support the claimed benefit purchasing information reassurance for existing users requirement to specify the target audience.

NTISthis.com

Evidence Guide: BSBMKG523A - Design and develop an integrated marketing communication plan

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

BSBMKG523A - Design and develop an integrated marketing communication plan

Determine marketing communication requirements

Develop a marketing communication brief

Design the integrated marketing communication strategy

Select and recommend media for the marketing strategy

Develop a creative brief

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _