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ASSESSMENT GUIDE Student BSBMKG523 Design and develop an integrated marketing plan
BSBMKG523 Design and develop an integrated marketing plan UNIT OVERVIEW BSBMKG523 Design and develop an integrated marketing plan 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. Elements To achieve competency in this unit students must demonstrate their ability to: 1. Determine marketing communication requirements 2. Develop marketing communication brief 3. Design integrated marketing communication strategy 4. Select and recommend media for marketing strategy 5. Develop creative brief Performance Evidence Evidence of the ability to: Produce an integrated strategic marketing communication plan for presentation to a client, including: purpose statement definition of target audience analysis of product or service legal and ethical constraints marketing communication functions and media vehicles chosen, with rationale for each creative brief for media options schedule for creative work budgetary allocation for each media vehicle. 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: Outline economic, social and industry trends relevant to choice of appropriate media options Analyse industry products or services to recommend appropriate media options Summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations Explain principles of consumer behaviour and influences on buyer behaviour Summarise range of marketing communication options for different markets Describe and contrast range of media vehicles for marketing communication options. Student Assessment Guide v 1 January 2019 Page 2 of 34
BSBMKG523 Design and develop an integrated marketing plan INFORMATION FOR STUDENTS General Assessment Information This information is designed to provide you with a full overview of the tasks you need to successfully complete to be deemed competent in this unit. You must achieve a satisfactory performance in each of the assessment tasks in order to be deemed competent in the relevant unit. Where necessary, the assessment tasks are divided into parts or steps. These are designed to take you through a step by step approach to completing the activities.

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