BSBMKG417 Learners Guide

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    BSBMKG417 Apply marketing communication across a convergent industry  –   Learners’ Guide   TUPDATED: February 2017, Version No. 1.0 Page 1   Unit within the qualification   Certificate IV in Marketing and Communication Duration   3 weeks   Mode of Study   F ace to face and Online Trainer/Assessor   Recommended textbook(s)   ●   Boyce, J., 2002, Market research in practice, McGraw-Hill, 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. Learner s’  Guide BSBMKG417 Apply marketing communication across a convergent industry      BSBMKG417 Apply marketing communication across a convergent industry  –   Learners’ Guide   TUPDATED: February 2017, Version No. 1.0 Page 2   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    BSBMKG417 Apply marketing communication across a convergent industry  –   Learners’ Guide   TUPDATED: February 2017, Version No. 1.0 Page 3   ELEMENT   PERFORMANCE CRITERIA   Elements describe the essential outcomes.   Performance criteria describe the performance needed to demonstrate achievement of the element.   1. Identify the convergent environment 1.1 Review and identify the role of the traditional siloed sectors to client requirements 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 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 customer-centric environment 2.4 Review and confirm the fit-for-purpose and cost effectiveness of relevant tools and techniques 3. Apply convergent marketing communications 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    BSBMKG417 Apply marketing communication across a convergent industry  –   Learners’ Guide   TUPDATED: February 2017, Version No. 1.0 Page 4   Foundation Skills This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.   Skill   Performance   Criteria   Description  Reading 1.1-1.4, 2.1, 3.1, 3.2 Identifies and interprets textual information to establish current industry and project status from relevant information Writing 1.3, 1.4 Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience Oral Communication 3.2 Presents information and seeks advice using language appropriate to audience Numeracy 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 Navigate the world of work 1.5, 2.2, 2.3 Develops, monitors and modifies organisational policies and procedures in accordance with legislative requirements and organisation goals Interact with others 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 Get the work done 1.1-1.5, 2.1-2.4, 3.1-3.4 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
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