Learners’ Guide

BSBMKG417 Apply marketing communication across a convergent industry

Unit within the qualification Certificate IV in Marketing and Communication

Duration 3 weeks
Mode of Study Face 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.

BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide TUPDATED: February 2017, Version No. 1.0

Page 1
 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 2
 PERFORMANCE CRITERIA
ELEMENT
Performance criteria describe the performance needed to demonstrate
Elements describe the
achievement of the element.
essential outcomes.
1.1 Review and identify the role of the traditional siloed sectors to
1. Identify the convergent
client requirements
environment
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
2.1 Identify and evaluate tools and techniques from traditional
2. Prepare cross sector
sectors to the integrated marketing communication environment
marketing tools and
2.2 Create convergent tools and techniques suitable for use within a
techniques
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
3.1 Select and utilise integrated, cross sector and media divergent
3. Apply convergent
marketing communication solutions to meet client requirements
marketing
3.2 Identify and engage the use of sector and technology specific
communications
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 3
 Foundation Skills
This section describes language, literacy, numeracy and employment skills
incorporated in the performance criteria that are required for competent performance.
Skill Performance Description
Criteria
1.1-1.4, 2.1, 3.1, 3.2  Identifies and interprets textual information to establish
Reading
current industry and project status from relevant
information
1.3, 1.4  Researches, plans and prepares documentation using
Writing
format and language appropriate to context,
organisational requirements and audience
3.2  Presents information and seeks advice using language
Oral
Communicatio appropriate to audience
n
2.1-2.4  Identifies and interprets data from a range of sources
Numeracy
 Use testing and data analysis to establish and test
systems, monitor results and weigh costs
1.5, 2.2, 2.3  Develops, monitors and modifies organisational policies
Navigate the
world of work and procedures in accordance with legislative
requirements and organisation goals
3.2-3.4  Selects and uses appropriate conventions and protocols
Interact with
others 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
1.1-1.5, 2.1-2.4, 3.1-  Plans and organises data categories, tasks and workloads
Get the work
3.4 that ensure compliance with organisational policies and
done
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

BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide TUPDATED: February 2017, Version No. 1.0

Page 4
 Performance Evidence

Evidence of the ability to:

 Identify the convergent environment for marketing communication in establishing a
client solution, including:
 reviewing the traditional roles and client groups serviced by the marketing, advertising
and public relations sectors
 utilising the impact of capacity in communications technology
 utilising the impact of ubiquitous enabled mobile devices
 integrating the rise in 'customer-centric' and the 'empowered customer' in client
solutions
 develop client and customer messaging that can be engaged by a target group across
multiple distribution points
 create fit-for-purpose tools, techniques and solutions that are effective within a
convergent media environment
 establish processes that empower customers
 work with client and customers to implement an integrated solution within a highly
iterative environment
 engage effectively with experts and others within the industry.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least
once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:
 identify the characteristics and points of difference between traditional and convergent
approaches to marketing communication
 explain how customers take a central and empowered role within convergent
marketing
 list the impact of convergence on the traditional siloed industry
 identify the current key technologies and distributed services that impact on
convergent solutions
 list the type of experts and business networks appropriate to a convergent marketing
solution
 list relevant and current legislation, regulation and organisational policy to the field of
marketing communication.

BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide TUPDATED: February 2017, Version No. 1.0

Page 5
 Training Schedule
Week Topics Details Learning activities Learning
Resources
1  Review the role of the traditional siloed  Video: Strategic thinking concepts – Presentation 1
Identify the
sectors. convergence marketing
convergent Student Workbook
 Identify the points of integration.  Conduct a marketing audit
environment
 Establish the role of the customer.  Identify the potential points of
 Confirm and ensure unified messaging. integration
 Identify relevant compliance requirements.
 Identify relevant compliance
requirements.

2  Identify and evaluate tools and techniques  Research and identify tools and Presentation 2
Prepare cross-
from traditional sectors to the integrated techniques
sector marketing Student Workbook
marketing communication environment.
tools and  Evaluate cost-effectiveness
 Create convergent tools and techniques
techniques  Develop convergent tools and
suitable for use within a divergent media
environment. techniques.
 Create tools and techniques suitable for use
within a customer-centric environment.
 Review and confirm the fit-for-purpose and
cost-effectiveness of relevant tools and
techniques.

BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide TUPDATED: February 2017, Version No. 1.0

Page 6
 3  Select and utilise integrated, cross-sector and  Identify and participate in networks Presentation 3
Apply convergent
media-divergent marketing communication
marketing  Plan implementation Student Workbook
solutions.
communications  Go on a customer journey
 Identify and engage the use of sector- and
technology-specific experts where  Present convergent tools and
appropriate. techniques.
 Establish channels to empower and respond
rapidly to customer perspectives.
 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 7
Assessment Summary
Assessment Methods of Assessment
Assessment Tasks
assessment Due
Assessment Research and Participants are required to answers a
Task 1 Questioning number of short-answer questions based on
an agreed scenario.

Assessment Project Participants are required to evaluate Week 1 & 2

Task 2 marketing tools and prepare a written
proposal. Candidate will then develop
samples of convergent tools and
techniques.
Assessment Portfolio Participants are required to plan Week 3
Task 3 implementation of marketing
communication tools. Also they will engage
industry and technical expertise to assist in
implementing tools. Then pilot the
implementation. Finally, prepare a written
reflection on their pilot implementation and
networking activities.

***Please note-
The Trainer/Assessor may ask questions in order to further clarify your answers and verify the
authenticity of your submitted assessments including the online assessments

Online study
It is mandatory that you do 25% (at least 5 hours per week) of course study online outside the scheduled
class time. For this purpose numbers of study materials and an Online study plan including a list of
online study resources links have been uploaded on the WIA e-learning site.

BSBMKG417 Apply marketing communication across a convergent industry – Learners’ Guide LASTUPDATED: February 2017, Version No. 1.0

Page 8