Learners’ Guide BSBMKG417 Apply marketing communication across a co nvergent industry
Unit within the qualification Duration Mode of Study
Certificate IV in in Marketing and Communication 3 weeks Face to face and Online
Trainer/Assessor Recommended textbook(s)
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Boyce, J., 2002, Market research in practice, McGraw-Hill, McGraw-Hill, Roseville, Roseville, NSW. Chitty, W., Barker, N., and Shimp, T. A., 2008, Integrated marketing communications, 2nd edn, Cengage Learning Australia, Melbourne. Kotler, P. T., Adam, S., Denize, S., and Armstrong, G., 2011, Principles of marketing, 5th edn, Pearson Education Australia, Frenchs Forest, NSW.
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Description 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
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ELEMENT
Elements describe the essential outcomes.
PERFORMANCE CRITERIA
Performance criteria describe the performance needed to demonstrate achievement of the element.
1.1 Review and identify the role of the traditional siloed sectors to 1. Identify the convergent client requirements environment 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
3. Apply convergent marketing communications
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 customercentric environment 2.4 Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques 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
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Foundation Skills This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance. Skill
Reading
Writing
Oral Communicatio n Numeracy
Navigate the world of work Interact with others
Get the work done
Performance Criteria 1.1-1.4, 2.1, 3.1, 3.2
Description
1.3, 1.4
Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience
3.2
Presents information and seeks advice using language appropriate to audience
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
1.5, 2.2, 2.3
Develops, monitors and modifies organisational policies and procedures in accordance with legislative requirements and organisation goals
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
1.1-1.5, 2.1-2.4, 3.13.4
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
Identifies and interprets textual information to establish current industry and project status from relevant information
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Performance Evidence
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. Knowledge Evidence
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.
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Training Schedule Week
1
Topics
Identify the convergent environment
Details
2
Prepare crosssector marketing tools and techniques
Learning activities
Review the role of the traditional siloed sectors. Identify the points of integration. Establish the role of the customer. Confirm and ensure unified messaging. Identify relevant compliance requirements.
Identify and evaluate tools and techniques from traditional sectors to the integrated marketing communication environment. Create convergent tools and techniques suitable for use within a divergent media environment. Create tools and techniques suitable for use within a customer-centric environment. Review and confirm the fit-for-purpose and cost-effectiveness of relevant tools and techniques.
BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide
Learning Resources
Video: Strategic thinking concepts – Presentation 1 convergence marketing Student Workbook Conduct a marketing audit Identify the potential points of integration Identify relevant compliance requirements. Research and identify tools and techniques
Presentation 2 Student Workbook
Evaluate cost-effectiveness Develop convergent tools and techniques.
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3
Apply convergent marketing communications
Select and utilise integrated, cross-sector and media-divergent marketing communication solutions. Identify and engage the use of sector- and technology-specific experts where appropriate. Establish channels to empower and respond rapidly to customer perspectives. Establish and maintain expert and business networks relevant to marketing communication convergence.
Identify and participate in networks Presentation 3
Plan implementation
Go on a customer journey
Present convergent tools and techniques.
Student Workbook
3
Apply convergent marketing communications
Select and utilise integrated, cross-sector and media-divergent marketing communication solutions. Identify and engage the use of sector- and technology-specific experts where appropriate. Establish channels to empower and respond rapidly to customer perspectives. Establish and maintain expert and business networks relevant to marketing communication convergence.
BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide
Identify and participate in networks Presentation 3
Plan implementation
Go on a customer journey
Student Workbook
Present convergent tools and techniques.
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Assessment Summary Assessment
Assessment Task 1
Methods of assessment Research and Questioning
Assessment Task 2
Project
Assessment Task 3
Portfolio
Assessment Tasks
Assessment Due
Participants are required to answers a number of short-answer questions based on an agreed scenario. Participants are required to evaluate marketing tools and prepare a written proposal. Candidate will then develop samples of convergent tools and techniques. Participants are required to plan implementation of marketing communication tools. Also they will engage industry and technical expertise to assist in
Week 1 & 2
Week 3
Assessment Summary Assessment
Assessment Task 1
Methods of assessment Research and Questioning
Assessment Task 2
Project
Assessment Task 3
Portfolio
Assessment Tasks
Assessment Due
Participants are required to answers a number of short-answer questions based on an agreed scenario. Participants are required to evaluate marketing tools and prepare a written proposal. Candidate will then develop samples of convergent tools and techniques. Participants are required to plan implementation of marketing communication tools. Also they will engage industry and technical expertise to assist in implementing tools. Then pilot the implementation. Finally, prepare a written reflection on their pilot implementation and networking activities.
Week 1 & 2
Week 3
***Please noteThe Trainer/Assessor may ask questions in order to further clarify your answers and verify the authenticity of your submitted assessments including the online assessments
Online study It is mandatory that you do 25% (at least 5 hours per week) of course study online outside the scheduled class time. For this purpose numbers of study materials and an Online study plan including a list of online study resources links have been uploaded on the WIA e-learning site.
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