Welcome!

Unit Structure

Your Workbook

Let's Do It! Choose Your Organisation and Your Project

Let's Talk! Introducing You

Chapter #1 Overview

1.1 Identify and Confirm Marketing Communication Purpose and Objectives, Expectations, Budget, Timeline and Target Audience with Client

1.1.1 Key Features of Marketing Communication Plans

1.1.2 Elements of Marketing Communication Plan Information

1.2 Obtain Client and Product Information

1.2.1 Relevant Client and Product Information

1.2.2 Analysis of Product or Service

Let's Review

Chapter #1 Activity 1: ‘True’ or ‘False’ Quiz

Let's Talk! Chapter #1 Activity 2: Matching Type

Let's Talk! Chapter #1 Activity 3: Question and Answer

Let's Do It! Chapter #1 Activity 4: Fill in the Blanks

Chapter #1 Conclusion

Chapter #2 Overview

2.1 Undertake and Document Research According to Task Requirements

2.1.1 Conducting Market Research

2.1.2 Market Analysis

2.1.3 Legislative Requirements Relevant to Marketing Communication Plans

2.1.4 Competitor Analysis

2.1.5 Customer Analysis

2.2 Communicate Outcomes and Findings to Relevant Stakeholders

2.2.1 Documenting Outcomes and Findings

2.2.2 Legal and Ethical Constraints

2.3 Identify Marketing Communications Mix Options

2.3.1 Common Options for Marketing Communications Mix

2.3.2 Integrated Marketing Communications

2.3.3 Marketing Communication Functions and Media Vehicles

2.4 Compare Advantages and Disadvantages of Communications Mix

2.4.1 Advertising

2.4.2 Personal Selling

2.4.3 Sales Promotion

2.4.4 Public Relations

2.4.5 Direct Marketing

2.4.6 Digital Marketing

2.4.7 Events and Experiences

2.5 Select Communication Mix According to Marketing Communication Brief

2.5.1 Selection Criteria for Marketing Communications Mix

2.6 Establish Success Measures for Marketing Communication Plan

2.6.1 Metrics to Measure Success of Marketing Communication

2.6.2 Identifying Relevant Metrics for Marketing Communication Plan

Let's Review

Chapter 2 Activity 1: ‘True’ or ‘False’ Quiz

Let's Do It! Chapter #2 Activity 2: Question and Answer

Let's Talk! Chapter #2 Activity 3: Word Search

Let's Talk! Chapter #2 Activity 4: Scrambled Words

Chapter #2 Conclusion

Chapter #3 Overview

3.1 Prepare Budget and Timeline Proposal

3.1.1 Budget Allocation for Marketing Communication

3.1.2 Procedures for Developing Budget Proposals

3.1.3 Timeline Proposal for Marketing Communication

3.2 Present Marketing Communication Plan to Client

3.2.1 Consolidate Marketing Communication Plan

3.2.2 Present Marketing Communication Plan

3.3 Seek Feedback from Relevant Stakeholders on Communication Plan

3.3.1 Need for Stakeholder Feedback

3.3.2 Feedback Mechanism

3.4 Make Changes to the Communication Plan According to Feedback Received

3.4.1 Manage Feedback Received

3.4.2 Incorporate Feedback and Finalise Marketing Communication Plan

Let's Review

Chapter #3 Activity 1: ‘True’ or ‘False’ Quiz

Let's Do It! Chapter #3 Activity 2: Question and Answer

Let's Do It! Chapter #3 Activity 3: Complete the Process

Chapter #3 Conclusion

Summary

References

Let's Assess - Assessment Task 1 - Short Answer Questions

Let's Assess - Assessment Task 2 - Practical Assessment - Workplace Project - Integration option