Unit of competency Outline

Date retreived
22/07/2026 10:06 PM AWST

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Design and develop an integrated marketing communication plan

Design and develop an integrated marketing communication plan

Unit of competency
National Code
BSBMKG523
State Code
AUJ17
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
80
Description
This unit describes the skills and knowledge required to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan, and to develop a marketing communication brief and creative brief reflecting client needs and preferences.It applies to individuals working in a supervisory or management marketing or advertising role, within a marketing or advertising team or media organisation.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
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
No information
No information
Replaces
State Code National Code Title Type
D4877 BSBMKG523A Design and develop an integrated marketing communication plan Unit of competency
Replaced By
State Code National Code Title Type
OCE32 BSBMKG552 Design and develop marketing communication plans Unit of competency