Course curriculum

  • 1

    BSBMKG523 Introduction

    • BSBMKG523 Course Overview
  • 2

    Chapter 1. Determine Marketing Communication Requirements

    • 1.1 Communicating with the Client to Gather Meaningful Information

    • 1.2 Confirm Marketing Communication Purpose and Objectives with the Client

    • 1.3 Obtain Product Information

    • 1.4 Review Outcomes of Previous Marketing Communication with the Client

    • 1.5 Confirm Budget Allocation with the Client
  • 3

    Chapter 2. Develop Marketing Communication Brief

    • 2.1 Marketing Communication Brief Content

    • 2.2 Using SWOT and PEST Analysis to Develop Brief

    • 2.3 Marketing Communication Objectives

    • 2.4 Key Characteristics, Competitive Factors, and the Market Situation

    • 2.5 Summarise the Information – Target Audience, and Legal and Ethical Constraints
  • 4

    Chapter 3. Design Integrated Marketing Communication Strategy

    • 3.1 Select Marketing Communication Options Appropriate to the Marketing Communication Brief

    • 3.2 Critically Analyse the Advantages and Disadvantages of Each Marketing Communications Variable and Media Vehicle for the Product or Service

    • 3.3 Determine Media Characteristics that Match the Requirements of the Brief

    • 3.4 Analyse Media Consumption Habits for Primary and Supplementary Marketing Media Among Target Audiences

    • 3.5 Evaluate Media Styles as They Relate to Brand Character of the Product or Service Being Marketed

    • 3.6 Compare the Advantages and Disadvantages of Selecting Multiple Media in a Media Plan

  • 5

    Chapter 4. Select and Recommend Media for the Marketing Strategy

    • 4.1 Select Media Vehicles that Match the Requirements of the Marketing Brief for the Product or Service

    • 4.2 Recommend Primary and Secondary Marketing Media that Meet Target Audience Preferences

    • 4.3 Ensure Recommended Media Meets the Brief, Client’s Requirements, and Legal and Ethical Constraints
  • 6

    Chapter 5. Develop Creative Brief

    • 5.1 Identify Creative Content for the Chosen Media Using Consumer Language in the Brief

    • 5.2 Identify Pitch or Appeal for the Product or Service in the Brief that Meets Client Requirements

    • 5.3 Identify Supporting Information Required for Consumer Understanding of the Product or Service in the Brief

    • 5.4 Ensure that the Budget for Creative Work, Consistent with the Overall Marketing Budget, is Contained in the Brief

    • 5.5 Incorporate a Deadline for Creative Work that is Consistent with the Overall Media Schedule in the Brief
  • 7

    Summary

    • BSBMKG523 Course Summary

    • Bibliography
  • 8

    Assessment Tasks

    • Assessment Task 1 - Design and Develop an Integrated Marketing Communication Plan

    • Assessment Task 1 - Submission

    • Assessment Task 2 - Design and Develop an Integrated Marketing Communication Plan

    • Assessment Task 2 - Submission