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Unit of competency details

BSBMKG552 - Design and develop marketing communication plans (Release 1)

Summary

Usage recommendation:
Current
Mapping:
MappingNotesDate
Supersedes BSBADV507 - Develop a media plan 18/Oct/2020
Supersedes BSBMKG510 - Plan e-marketing communications 18/Oct/2020
Supersedes and is equivalent to BSBMKG523 - Design and develop an integrated marketing communication plan 18/Oct/2020

Release Status:
Current
Releases:
ReleaseRelease date
1 1 (this release) 19/Oct/2020


Training packages that include this unit

Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  17/Dec/2020 
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Unit Of competency

Modification History

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

Application

This unit describes the skills and knowledge required to identify and evaluate a range of marketing communication mediums to design and develop marketing communication plans.

The unit applies to individuals who work in advertising, public relations, marketing or other promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Technical Skills – Marketing

Elements and Performance Criteria

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

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

1. Prepare marketing communication plan information

1.1 Identify and confirm marketing communication purpose and objectives, expectations, budget, timeline and target audience with client

1.2 Obtain client and product information

2. Design marketing communication plan

2.1 Undertake and document research according to task requirements

2.2 Communicate outcomes and findings to relevant stakeholders

2.3 Identify marketing communications mix options

2.4 Compare advantages and disadvantages of communications mix

2.5 Select communication mix according to marketing communication brief

2.6 Establish success measures for marketing communication plan

3. Finalise marketing communication plan

3.1 Prepare budget and timeline proposal

3.2 Present marketing communication plan to client

3.3 Seek feedback from relevant stakeholders on communication plan

3.4 Make changed to the communications plan according to feedback received

Foundation Skills

This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.

Skill 

Description 

Numeracy

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

Reading

  • Identifies, analyses and evaluates complex texts to determine requirements of advertising brief, legislative, regulatory and business requirements

Initiative and enterprise

  • Develops new and innovative ideas through exploration, analysis and critical thinking

Planning and organising

  • Takes responsibility for following implicit and explicit voluntary constraints related to budget, legal and ethical requirements in development of marketing communication plan
  • Plans, organises and implements tasks to achieve outcomes with an awareness of client requirements, time and budgetary constraints

Technology

  • Uses digital technologies to enter data, organise and present information

Unit Mapping Information

Supersedes and is equivalent to BSBMKG523 Design and develop an integrated marketing communication plan.

Supersedes but is not equivalent to:

  • BSBADV507 Develop a media plan
  • BSBMKG510 Plan e-marketing communications.

Links

Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • design and develop at least one marketing communication plan.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • legislative requirements relevant to marketing communication plans
  • key features of marketing communications plans
  • content and format of marketing communication plans including:
  • purpose statement
  • definition of target audience
  • analysis of product or service
  • legal and ethical constraints
  • marketing communication functions and media vehicles
  • procedures for developing budget proposals.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

This includes access to:

  • legislation, regulations and codes of practice for marketing communications plans.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Links

Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10