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Learners’ Guide

Certificate IV in Marketing and


Communication (BSB42415)
Unit: BSBMKG418 – Develop and apply knowledge of
marketing communication industry
BSB42415
Certificate IV in Marketing and Communication

BSBMKG418
Develop and Apply Knowledge of
Marketing Communication Industry

ASSESSMENT TASKS
Mode | Classroom Delivery

BSB42415| BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry Page 2 of 13
Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry
Supporting: BSB42415 - Certificate IV in Marketing and Communication; May also support other qualifications based on respective packaging rules

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Unit of Competency : BSBMKG418 Develop and Apply Knowledge of Marketing
Communication Industry
Total Delivery Hours : TBA
Schedule : TBA
Cluster/Term : TBA

1. Introduction

This assessment pack contains all the assessment tasks that need to be completed for this unit of competency.
ALL the given tasks must be completed and submitted as per the instructions provided.

Supporting information and guidelines are provided separately in the “Assessment Guide”, available from your
trainer/assessor and online portal.

2. Unit Overview

This unit describes the skills and knowledge required to research, analyse and apply knowledge within the
marketing communication industry with due consideration to legal and ethical constraints and the digital
communication convergent environment.

It applies to individuals who work in entry-level positions with a general knowledge of the structure,
organisation and function of the marketing communication industry. Individuals in this role may provide
limited leadership and guidance to others.

Detailed unit description, including performance criteria and competency evidence can be accessed online at;

http://training.gov.au/Training/Details/BSBMKG418

View Unit

Learning Outcomes

On successful completion of this unit, the student/trainee will be able to;

▪ Develop knowledge of the marketing communications industry


▪ Identify industry employment obligations and opportunities
▪ Identify future trends within the marketing communications industry
▪ Update industry knowledge

As well as demonstrating the performance criteria, to be assessed as competent, the student must
demonstrate their ability to apply the required knowledge and skills in a range of situations. These are
summarised in the unit description as provided in the link above.

The students must familiarise themselves with all the competency requirements for this unit of competency and
ensure that they have received all the relevant information and support, including assessment task and
submission schedules, and any specific assessment requirements and conditions, from the trainer/assessor
prior to undertaking these assessments.

Unit Prerequisites

There are no prerequisites for undertaking this unit of competency.

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
3. Prescribed Text and Resources

Philip K., 2012, Marketing Management: An Asian Perspective (6e), Pearson, Australia

Sharp B., 2013, Marketing: Theory, Evidence, Practice, Oxford University, Oxford

Belch G.E. and Belch M.A., 2011, Advertising and Promotion: An Integrated Marketing Communications
Perspective, 9th Edition, McGraw-Hill/Irwin

Schultz D., Patti C.H., and Kitchen P.J., 2011, The Evolution of Integrated Marketing Communications: The
Customer-driven Marketplace, Routledge

Aitchison J., 2002, How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marketing
Strategies Behind Them, Wiley

Online Resources:

http://www.multimediamarketing.com/mkc/marketingcommunications/
Association for Data-driven Marketing and Advertising (ADMA): https://www.adma.com.au/

Australian Marketing Institute (AMI): http://www.ami.org.au/iMIS15/AMI/

Public Relations Institute of Australia: http://www.pria.com.au

IAB Australia State of the Industry- Marketing & Advertising Technology:


https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12-research-and-
resource/1973-iab-australia-state-of-the-industry

Marketing Industry Associations: http://marketing.com.au/business-directories/marketing-industry-


associations/

Videos:

Marketing communications: The scope: http://www.youtube.com/watch?v=D02cX45FNsg

Digital Marketing in the Age of Influencers | SXSW Convergence 2016:


https://www.youtube.com/watch?v=f6ODPbpYOjs

McKinsey: How the Digital Age is Disrupting the Marketing Framework:


https://www.youtube.com/watch?v=E6nZiGIr8VQ

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
4. Assessment Tasks

The following summative assessments are planned for this unit;

# Assessment Task/Activity Type Assessment Method


Part A: Industry Review and Presentation Individual Written & Observation
1
Part B: Develop a Professional Development Plan Individual Written
Essay: The Evolution of Marketing Communications in the Digital
2 Individual Written
Age

These assessment tasks/activities have been described in detail in the following section.

Task schedule to be advised by trainer/assessor based on the lesson and session plans.

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Assessment Task 1

PART A: Industry Review and Presentation

Description:

Marketing communications typically encompass integrated marketing communications, digital production,


public relations, media planning, and advertising. The industry has evolved with the advent of new
technologies and offers a range of roles within marketing, advertising, media, creative, digital and production
areas. The industry is, as such, represented by organisations involved in marketing activities, advertising, public
relations, and creative and digital media production.

In this assessment task, you will be required to research and present an overview of the marketing
communication industry (in Australia) focussing on the changes brought about by the digital age, typical work
roles, key stakeholders, regulations, and the functioning of the marketing and communications industry.

As the industry is wide in scope, you may select two key areas (e.g. direct marketing & online promotions or
integrated marketing & advertising) for your research and presentation. Your presentation will typically
include;

1) Industry overview/introduction (Australia context)


2) Digital communications: Impact on consumers and society
3) Types and structures of organisations
4) Key stakeholders and their roles
5) Industry bodies/associations and their roles
6) Typical job roles. skill and knowledge requirements and criteria
7) Key regulations and professional codes

The presentation must demonstrate research in the above areas and supported by notes and external
links/citations. Follow the following process;

i) Documentation & Consultation: Preparation

▪ Search and identify sites/resources/publications that you will need to refer to and use for this task
▪ Develop your notes (handwritten notes are acceptable) as research the above areas. These notes
should be the starting point of your presentation draft
▪ Provide external links to pages referred; or print copies
▪ Prepare a draft presentation based on your research
▪ Review structure and content against the above points (1-7) to ensure that all the required
components are covered; and that there are sufficient contents
▪ Develop an audience feedback form (1 page – to collect feedback after the presentation)
▪ Finalise your presentation

ii) Presentation

You will be presenting to the class audience. Assume that the class audience represents a
marketing/advertising organisational stakeholders who need to understand the industry dynamics and the job
roles related to typical marketing communications functions.

Prepare and make a formal PowerPoint presentation of approximately 20 minutes to the class ensuring that
there is a consistent flow and structure.

Duration: 20 Minutes | Allocated classroom session

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Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Your presentation should include;

▪ PowerPoint slides
▪ Structured contents
▪ Audio/visual contents (graphics and/or video)
▪ Audience information (handouts)
▪ Audience feedback form

Following the presentation, obtain the audience feedback and write a brief (maximum one A4 page) report on
your experience as well as any key issues that you have identified through audience feedback.

Assessment Criteria:

The following assessment criteria will be used for marking this assessment task. Ensure that you have
addressed all of the criteria in your work;

▪ Prepared and delivered a presentation covering all the required sections (1-7)
▪ Presentation contents demonstrate the extent of research undertaken to gather the required
information
▪ Identified and gathered information from a range of sources including industry bodies and
organisations
▪ Summarised key components of marketing communications industry, selecting two of the key
sectors/areas
▪ Demonstrated knowledge of the industry structures and types of organisations
▪ Identified and described industry stakeholders, including industries bodies and associations
▪ Content was coherent and structured, providing a clear overview of the industry/sector
▪ Identified job roles relevant to the industry/sector
▪ Described key skills, knowledge, and selection criteria, underpinning industry/sector dynamics
▪ Maintained an effective documentation and demonstrated research and organisation skills
▪ Made a presentation to the class audience
▪ Introduced self and the topic to the audience
▪ Slides were structured and consistent in flow and information
▪ Used a variety of contents including graphics and/or video
▪ Effectively used presentation aids
▪ Provided the audience with an opportunity to ask questions and adequately answered the questions
▪ Obtained audience feedback and evaluated the presentation
▪ Reported on the outcomes and improvement opportunities from the presentation
▪ Was able to present the information clearly and coherently
▪ Maintained eye contact with the audience and responded to queries
▪ Provided a report reflecting on the task and feedback received

Submission Guidelines

This assessment task will predominantly be assessed by observation. It must be completed in the presence of
an assessor for observation and marking.

Submit;

▪ A copy of presentation slides


▪ Copies of audience feedback forms
▪ Written report/self-evaluation

You may be required to save the document in a unit submission folder on the server.

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
PART B: Develop a Professional Development Plan

Description:

In Part A of this task, you had gathered and presented information on the dynamics and structure of the
Marketing Communication Industry.

In this part, you will assume the role of an aspiring marketing professional, looking to develop/enhance your
career in the industry. Accordingly, you will be required to develop a Professional Develop Plan that helps you
align/attain your skill and knowledge with that of industry expectations.

With the knowledge of the industry, and specific sectors selected in the previous part, develop a PD plan that
covers;

▪ Career Goals and Objectives


▪ Industry Overview/Context (drawn from Part A)
▪ Employment Opportunities
▪ Summary of Skills and Knowledge Required
▪ Applicable codes of professional practice and ethical guidelines (role/job specific)
▪ Personal/Self SWOT Analysis
▪ Gap Analyse & Development Opportunities
▪ Strategies
▪ Action Plan

The purpose of this task is to apply the knowledge of the industry for employment and professional
development purpose.

A professional development plan sets the guidelines for achieving individual and/or organisational
development objectives. A PD Plan ensures that there are right resources and strategies in place to efficiently
achieve the intended goals.

Goals and objectives should be developed around changing industry/sector environment and expectations
from marketing professionals.

The plan must be work processes and written in own words and style.

Assessment Criteria:

The following assessment criteria will be used for marking this assessment task. Ensure that you have
addressed all of the criteria in your work;

▪ Provided an overview of the industry and its dynamics (specific sector focus)
▪ Was able to identify and describe employment opportunities and job roles appropriate for the
industry/sector
▪ Developed a PD Plan containing all the required information
▪ Explained roles and responsibilities of a targeted job role/position based on research
▪ Cited examples and references as appropriate
▪ Identified qualification, skill and knowledge requirements for the given role
▪ Demonstrated knowledge of code of conduct and ethics related to the role
▪ Developed professional goals and objectives
▪ Objectives are specific, measurable, achievable, realistic and time-bound
▪ Identified own strengths and weaknesses using an appropriate tool (e.g. SWOT)
▪ Identified own professional development needs based on the career goals

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Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
▪ Appropriate and diverse strategies are devised to achieve the goals
▪ Strategies are coherent and relevant to the goals
▪ Identified and prioritise key tasks
▪ Developed an action plan that integrates the required elements of professional development
▪ Action plan is well structured and provides a timeline for completion of tasks
▪ External sources are cited using an appropriate referencing system

Submission Guidelines:

The assessment must be word-processed and submitted to the assessor.

Submit:

▪ Professional development plan

You may be required to save the document in a unit submission folder on the server.

BSB42415| BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry Page 10 of 13
Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Assessment Task 2

Essay: The Evolution of Marketing Communications in the Digital Age

Description:

Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing
communications mix. Marketing communication channels focuses on any way a business communicates a
message to its desired market, or the market in general. A marketing communication tool can be a mix of
traditional and digital tools including advertising, direct marketing, sponsorship, communication, promotion
public relations, digital media, online marketing, or integrated digital marketing.

In this assessment task, you will be required to write a “descriptive” essay, highlighting current industry
dynamics and identifying and discussing future trends. Consider the rapid development and advent of new
technologies and how they impact on both traditional and digital marketing communication channels.

Write you essay covering the following aspects;

▪ Industry Overview
▪ Different sectors and their inter-relationship
▪ Current issues and trends impacting the industry
▪ Developing/emerging technologies and how they impact the marketing communication
▪ Future trends
▪ Future marketing organisations and their roles
▪ Employment trends and new skills requirements
▪ Marketing communication and media strategies for future organisations
▪ Professional development strategies for the current workforce (i.e. updating their knowledge and
skills to keep up with the trends

The essay should not just be a compilation of the information but rather a cohesive mix of the above key
areas/discussion, painting a picture of the current and future industry. All the references and external
resources must be cited using a referencing system.

Word Limit:

Up to 2000 Words

Assessment Criteria:

The following assessment criteria will be used for marking this assessment task. Ensure that you have
addressed all of the criteria in your work;

▪ Essay contents and references reflect a reasonable extent of research to collect the information
▪ Essay contents are relevant to the topic and coherently structured to manage the flow of the
arguments
▪ Presented an industry overview that reflects industry brief and current technology environment
▪ Identified various sectors of the industry and explained inter-relationships between the sectors with
examples
▪ Contents demonstrate knowledge of industry/sector and developing/emerging technologies
▪ Identified and analysed future trends
▪ Outlined/described structure and dynamics of future marketing organisations keeping the trends in
mind

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Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
▪ Identified and linked possible job roles that aligned with future organisations; and how the
professionals/employees can continue to update their knowledge and skills
▪ Outlined strategies for marketing communication organisations to keep pace with the technological
trends
▪ Provided examples of communication and media strategies with examples of technological
disruption/advancement
▪ Discussed the impact of new and emerging technologies on the industry; and specific sectors
▪ Identified and articulated key issues facing the sector, including employment and future workforce
requirements
▪ Identified and articulated key issues relevant to industry and organisation expectations and
requirements from industry professionals
▪ Effectively used real-life examples where possible to support the arguments
▪ Provided own views in analyses on the issues and maintained originality
▪ Paper is written as a formal document and appropriately structured
▪ External sources are cited using an appropriate referencing system

Submission Guidelines:

The assessment must be word-processed and submitted to the assessor.

Submit:

▪ Essay paper

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017
Assignment Cover Sheet
Copy and attach with each assessment task as needed. For group/team tasks, attach a separate sheet for each member.

Student ID Batch/Group
Student Name
Unit
Assessment Task - Title/Number Trainer/Assessor
Task Type Individual Group/Team
Date Submitted

Note: Plagiarism/Cheating is a serious offence. If a student is found plagiarising/cheating, it may result in a penalty of
suspension/cancellation of student’s enrolment. In submitting their work, students must be aware of college’s Plagiarism
and Academic Misconduct Policy available in student handbook, college’s website and student administration.

Declaration of Originality:

By submitting this assignment for assessment, I acknowledge and agree that:

▪ This assessment task/work is submitted in accordance with the college’s Plagiarism and Academic Misconduct
Policy. I also understand the serious nature of academic dishonesty (such as plagiarism) and the penalties
attached to being found guilty of committing such offence
▪ No part of this assessment task/work has been copied from any other source without acknowledgement of the
source
▪ No part of this assessment task/work has been written by any other person, except to the extent of team and/or
group work as defined in the unit/assessment task
▪ A copy of the original assessment task/work is retained by me and that I may be required to submit the original
assignment to the trainer/assessor upon request
▪ The trainer/assessor may, for the purpose of assessing this assessment task/work:
o Provide a copy of this assignment to another member of the faculty for review and feedback; and/or
o Submit a copy of this assignment to a plagiarism checking service. I acknowledge that a plagiarism
checking service provider may then retain a copy of this assessment task/work on its database for the
purpose of future plagiarism checking

Late submission: Late submission without a prior approval of the trainer/assessor will not be accepted and
may delay the assessment outcome. You may also need to resubmit work as per college’s Reassessment Policy.

I declare that this assessment is my own work.

Student signature: Date:

Admin Use Only

Received | Date
Stamp

Comments (if any)

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Learner’s Guide | V 1.0 | Jan 2017

Macquarie Education Group Australia Pty Ltd t/a Macquarie Institute | RTO Code 91305 | CRICOS Code 02657J
Approved by: QAC | Next Review: Dec 2017