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.
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
2.1 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
3.1 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
4.1 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