Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

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

Skill 

Performance Criteria 

Description 

Reading

1.2, 1.3, 2.1-2.4, 3.3-3.7, 5.3

• Accesses information from a range of sources and identifies, interprets and analyses information relevant to marketing activities

Writing

1.1, 1.3, 1.4, 2.1-2.4, 5.1-5.5

• Uses clear, specific and culturally appropriate language to articulate potentially complex ideas, issues and concepts to clients
• Uses appropriate formats and structures information logically to present ideas and recommendations to clients

Oral Communication

1.1, 1.3, 1.4

• Actively participates in verbal exchanges by listening and questioning to clarify and confirm information
• Uses appropriate language and non-verbal features to clarify, explain and present information on marketing activities

Numeracy

1.4, 2.2, 3.4, 5.4

• Collates and interprets numeric information to analyse trend data, develop targets and prepare budgets for marketing activities

Navigate the world of work

2.4, 4.3

• Considers legal and ethical implications in relation to own role

Get the work done

1.1-1.4, 3.1-3.7, 4.1, 4.2, 5.1-5.5

• Plans, organises and implements tasks to achieve outcomes, with an awareness of client requirements, time and budgetary restraints
• Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option
• Evaluates outcomes of decisions to identify opportunities for improvement
• Develops new and innovative ideas through exploration, analysis and critical thinking

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG523 Design and develop an integrated marketing communication plan

BSBMKG523A Design and develop an integrated marketing communication plan

Updated to meet Standards for Training Packages

Equivalent unit

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.