BSBMKG440 — Apply marketing communication across a convergent industry

Elements & performance criteria

Performance evidence

• apply marketing communication to one product or service across convergent media sectors.
• 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; using the impact of capacity in communications technology; using 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 and verify with relevant personnel
• establish processes that empower customers
• work with client and customers to implement an integrated solution within a highly iterative environment
• engage with experts and others within the industry.

Knowledge evidence

• characteristics of convergent approaches to marketing communication
• customers role within convergent marketing
• impact of convergence on traditional marketing approaches
• current technologies and distributed services that impact on convergent solutions
• situations requiring engagement of technology experts
• type of experts and business networks appropriate to a convergent marketing solution
• legislation, regulation and organisational policy to the field of marketing communication.

Foundation skills

• Reading: Identifies and interprets textual information to establish current industry and project status from relevant information
• Writing: Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience
• Oral Communication: Presents information and seeks advice using language appropriate to audience
• Numeracy: Identifies and interprets data from a range of sources Uses testing and data analysis to establish and test systems, monitor results and weigh costs
• Self-management: Identifies and complies with organisational policies and procedures, and legislative requirements
• Teamwork: Works positively with those from other disciplines to achieved desired outcomes for organisation and clients
• Planning and organising: 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
• Technology: Uses and manipulates digital technology to create, extend and enhance job role, products and capacity to deliver effective service design

Unit content sourced from training.gov.au — © Commonwealth of Australia, licensed under CC BY 4.0. Auditori is not affiliated with the Department of Employment and Workplace Relations.

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