Integrated Communication

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1 Integrated Communication Integrated Communication is a 15-credit mandatory module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award. Aim of the module This module aims to enable understanding of the importance of effective internal and external communications in building sustainable relationships and delivering customer value. It provides the opportunity to recognise the importance of communications planning in delivering marketing solutions. It explains how the concept of product and brand management can enable organisations to deliver customer value. It outlines the components of the marketing communications mix and enables understanding of integrated marketing communications (IMC) planning. Module structure The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. The assessment will require submission of a 12-page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks. The learning outcomes and assessment criteria, along with the indicative content, are detailed in the Integrated Communications module content which follows. Page 1 of 20

2 CIM Level 4 Certificate in Professional Marketing Qualification Specification Please refer to the CIM Level 4 Certificate in Professional Marketing Qualification Specification for all other information relating to the CIM Level 4 Certificate in Professional Marketing including: CIM Professional Marketing Standards The Level 4 qualification structure Who it s for Entry requirements The Modular Pathway Progression Credits and learning hours Modes of study How it s assessed assessment methodology How the assessments are delivered and when How it s graded When are results issued? Module specifications What we mean by command words Transition arrangements Page 2 of 20

3 MODULE CONTENT: INTEGRATED COMMUNICATION (mandatory) Level 4 Credit value: 15 Notional learning time: hours Purpose statement Marketers need to communicate effectively with internal stakeholders and customers. This module will provide you with the skills to assist in developing communications to build sustainable relationships. Assessment Assignment Module weighting LO 1 weighting 15% LO 2 weighting 10% LO 3 weighting 15% LO 4 weighting 20% LO 5 weighting 20% LO 6 weighting 20% Overarching learning outcomes By the end of this module learners should be able to: Internal marketing Know how to build cross-functional relationships Understand how to harness resources to deliver effective marketing solutions Value proposition Create effective communications to deliver value to customers Understand product and brand management Marketing communications Understand the components of the marketing communications mix Develop integrated marketing communications Page 3 of 20

4 UNIT 1: INTERNAL MARKETING Learning outcomes The learner will: Assessment criteria The learner can: Indicative content 1. Know how to build cross-functional relationships 2. Understand how to harness resources to deliver effective marketing solutions 1.1 Identify types of cross-functional relationships in organisations 1.2 Describe the importance of internal communications 1.3 Outline appropriate methods for internal communications 1.4 Outline the relationship between collaborative working and meeting customer needs 2.1 Assess organisational capabilities for marketing 2.2 Justify allocation of internal resources to build external customer relationships 2.3 Illustrate different methods for setting communications budgets and assessing effect 2.4 Evaluate skills required for implementing and managing change Relationship types and forms Internal stakeholders Organisational culture Role and benefits of internal communications Internal communications in: corporate vision and branding, cross-functional relationships, developing customer focus, creating market understanding, internal marketing Internal communications: auditing and planning Internal media: intranets, , conferences/video conferencing, staff training, newsletters, social media Employee branding and engagement Internal and external boundaries Flexible workforces Communications management and responsibilities Internal resources Financial and human resources Collaboration Budgeting methods: objective and task, affordability, percentage of sales, competitive parity, share of voice, measurability and evaluation Personal and practical capabilities Page 4 of 20

5 UNIT 2: VALUE PROPOSITION Learning outcomes The learner will: Assessment criteria The learner can: Indicative content 3. Create effective communications to deliver value to customers 4. Understand product and brand management 3.1 Outline communication campaign plans targeted at delivering customer value 3.2 Develop effective creative briefs based on knowledge of customer value 3.3 Demonstrate relevant messages and appeals based on identified customer responses 3.4 Explain processes for appointing and managing external agencies and partners 4.1 Define the concept of product management 4.2 Explain the characteristics of brands and branding Customer-value propositions Models of communication Communications and credibility Campaign planning process Media planning and buying Customer acquisition and retention The creative process Types of creative briefs Utilising user-generated content (UGC) Customer media consumption Purchase decision making and communications Perceived risks Message framing Emotional and informational appeals Selection criteria, briefing, pitching, remuneration Agency relationships management and development Challenges and solutions for working with external agencies Product categories and classes Core, actual and augmented products Product features, usage and benefits The product life cycle (PLC) New product development and launch Brand differentiation: attributes, personality, perceptions Branding forms Manufacturer, retailer, premium, generic, value brands Page 5 of 20

6 4.3 Discuss the benefits of branding Brand equity and loyalty Competitive differentiation, consistency, customer recognition 4.4 Explain methods of brand building Brand models Positioning and repositioning Communications and marketing mix deployment Brand portfolios Brand extensions Page 6 of 20

7 UNIT 3 MARKETING COMMUNICATIONS Learning outcomes The learner will: 5. Understand the components of the marketing communications mix 6. Develop integrated marketing communications Assessment criteria The learner can: 5.1 Compare the roles and features of marketing communications methods 5.2 Identify and evaluate different forms of media 5.3 Justify the application of communications tools in differing contexts 5.4 Identify communication elements which maintain corporate reputation 6.1 Identify appropriate communications objectives Indicative content Communications and the marketing mix Communications methods: advertising, sales promotion, PR, selling, direct marketing Advantages and disadvantages of different communications methods Above/below and through the line communications Range of media: online, offline, digital and social media options Assess media appropriateness and effectiveness as part of integrated mix Product and service applications Business to consumer (B2C), Business to business (B2B) NFP/3 rd sector Retail Online Trade, channels and supply chains Small and medium-sized businesses International and global markets Corporate identity and image Organisational communications mix Management communications Changing awareness, attitudes, behaviour Relationship with marketing and business objectives Addressing gaps in corporate reputation Page 7 of 20

8 6.2 Recommend integrated marketing communications (IMC) plans 6.3 Identify appropriate linkages between internal and external communications Marketing communications planning framework (MCPF) Multichannel communication Multichannel campaigns Customer database analysis Digital integration Push and pull campaigns Client/agency relationships and IMC Coordinated and increased touch-points Relationships between internal and external stakeholders Barriers to effective integration Levels of integration Partnership strategies including internal marketing 6.4 Measure the effectiveness of IMC Communications methods evaluation Media effectiveness Financial analysis Page 8 of 20

9 Sample assessment material The following sample assessment material for Integrated Communications has been produced to provide a true reflection of the live assessments and should be used as a guide and study aid when preparing for the live assessment. Page 9 of 20

10 CIM Level 4 Certificate in Professional Marketing Integrated Communications Sample assessment Assignment The assignment comprises THREE compulsory tasks. Task 1 is worth 20 marks. Task 2 is worth 30 marks. Task 3 is worth 40 marks. 10 marks are available for presentation of information. Total marks available 100. Candidate guidance: Answer all tasks The available marks are shown alongside each part of the task 10 marks are available for overall format and presentation of information Read all tasks carefully before attempting them Page 10 of 20

11 Scenario: In your role within the marketing function of an organisation of your choice your manager has asked you to advise on improving the organisation s overall approach to integrated communications. Your manager has recognised the importance that marketing communications play in internal and external communications. You have therefore been asked to produce a report outlining the importance and impact of integrated communications, and assessing the effectiveness of existing internal and external marketing communications in place. Your manager would like you to recommend improvements to the organisation s overall communications by way of developing an integrated marketing communications plan. Guidance notes This assignment is made up of three tasks, but the report should flow as a single whole document. There will be TEN marks available, for the whole report, where candidates will be rewarded for format and presentation of information. While it is helpful to include an introduction and summary in the report, these should be brief, with the main focus being on the content outlined in the assignment brief provided. FIVE marks will be awarded for the organisation summary, which should appear at the end of the main report, using the headings supplied as guidance. Candidates should write this summary in report format rather than bullet format. This is included in the marks allocated to the report in Task 1. Correct Harvard referencing should be used across all tasks. This assignment has been formulated to have relevance to any type of organisation. If the chosen organisation does not have customers, it is acceptable to refer to the users of the chosen organisation. Maximum overall page count: 12 pages Page 11 of 20

12 TASK 1 Assessment criteria covered in Task 1: AC1.1, AC1.2, AC1.3, AC1.4, AC2.1, AC2.2, AC2.3, AC2.4 Please refer to the module specification for assessment criteria details. Many organisations do not appreciate the importance of internal communications and the impact which they have upon communication and interaction with external customers and stakeholders. In this first section of your report, assess how the current structure and communication inside the organisation contributes to meeting customer needs, and identify the capabilities required to manage and improve changes in this area. Required: (a) Using the organisation summary guidelines, provide a background to your chosen organisation, clearly identifying the types of cross-functional relationships that exist in your chosen organisation. This section should be placed at the end of your report. (5 marks) (b) Explain why internal communications are important to the success of the organisation. Justify why internal resources are required to build external relationships, and how collaborative working can contribute to meeting customer needs for the chosen organisation. (5 marks) (c) Outline TWO appropriate methods of internal communication that could be used in your chosen organisation to build internal relationships. For each method provided describe how the communications budget could be set, and its impact on internal relationships assessed. (5 marks) (d) Assess the chosen organisation s current internal marketing resources. Evaluate the personal and practical capabilities required to implement and manage the changes required to improve internal marketing in this organisation. (5 marks) (Total 20 marks) (Maximum page count 2 pages) (1 page of the total 2 pages for this task should be used for the organisation summary) Page 12 of 20

13 TASK 2 Assessment criteria covered in Task 2: AC3.1, AC3.2, AC3.3, AC3.4, AC4.1, AC4.2, AC4.3, AC4.4 Please refer to the module specification for assessment criteria details. It is important for all organisations to convey clear and consistent messages to ensure that they stand out from their competitors, and that customers understand how they will benefit from the value proposition offered by the organisation. Using examples of existing and potential communications in the chosen organisation from Task 1, describe the processes which you recommend should be in place to ensure effective customer communications are created. Explain how effective product and brand management can contribute to increased customer awareness for the chosen organisation, and provide competitive differentiation in the marketplace in which your organisation operates. Required: (a) Outline the campaign planning process required by the chosen organisation to effectively communicate customer value. Assess the challenges and solutions associated with appointing and managing external agencies to support this process. (10 marks) (b) Explain how user-generated content can be used by the chosen organisation to develop effective creative agency briefs and devise relevant messages and appeals. (7 marks) (c) Define the concept of product management for the chosen organisation, and how the identification of product features, usage and benefits can contribute to branding for the chosen organisation. (6 marks) (d) Explain how brand building techniques can help provide competitive differentiation and customer awareness of the chosen organisation in its marketplace. (7 marks) (Total 30 marks) (Maximum page count 4 pages) Page 13 of 20

14 TASK 3 Assessment criteria covered in Task 3: AC5.1, AC5.2, AC5.3, AC5.4, AC6.1, AC6.2, AC6.3, AC6.4 Please refer to the module specification for assessment criteria details. The senior marketing manager of your chosen organisation is keen to improve marketing communications. Following on from the first two tasks required for this report, you are now required to create an integrated communications plan for the chosen organisation. The plan should be supported by relevant theories and concepts applied to the chosen organisation. Using a marketing communications planning framework relevant to your chosen organisation, identify the most effective communication methods, media and tools to help deliver a clear and consistent message of the chosen organisation s value proposition. Required: (a) Discuss the range of marketing communications tools and media which the chosen organisation currently uses, and select the most appropriate tools which the organisation should use in the future, with reasons for your choice. (10 marks) (b) Identify appropriate communication objectives to address gaps in the chosen organisation s corporate reputation, and identify communications which could help to maintain or improve the chosen organisation s corporate reputation. (10 marks) (c) Recommend, using a relevant marketing communications planning framework, an integrated marketing communications plan to help deliver a clear and consistent message of the chosen organisation s value proposition. (15 marks) (d) Outline specific ways in which the effectiveness of the recommended integrated marketing communications plan could be measured. (5 marks) (Total 40 marks) (Maximum page count 6 pages) Page 14 of 20

15 TASK 1 REPORT FORMAT TASK 1 MAXIMUM page count: 2 pages It is important that key internal stakeholders are identified and included within the background to the organisation appendix. Guidance notes: The contexts of each organisation will differ dramatically; therefore specific application to the candidate s chosen organisation is essential. The allocation of financial and human resources and assessment of skills available should be justified, making sure this is relevant to the requirements of the chosen organisation. TASK 2 REPORT FORMAT Include a minimum of TWO examples of cross-functional relationships and methods of internal communication used in your chosen organisation. TASK 2 MAXIMUM page count: 4 pages The aim of this assignment is to offer an opportunity to demonstrate understanding of the communications and their impact on building sustainable relationships and competitive advantage. Guidance notes: It is important that the chosen organisation s communication campaign plans deliver customer value and the messages used are based on customer perceptions; this will help shape whether an informational or emotional appeal is best employed, and help to choose the most appropriate media. TASK 3 REPORT FORMAT Demonstrate an understanding of the characteristics of brands and branding, with particular emphasis on brand positioning and/or repositioning. TASK 3 MAXIMUM page count: 6 pages This section of the report requires a strong understanding of the components within the marketing communications mix. Guidance notes: There needs to be a clear link between internal and external communications, showing a clear understanding of the relationship between internal and external stakeholders. Full integration between online and offline media should be used, evaluating the options of offline and digital media. The tools and media selected must be appropriate to the context of the chosen organisation. A clear rationale is required. Page 15 of 20

16 All recommendations should be clearly stated and flow clearly from preceding analysis, providing a consistent theme throughout the three tasks of the report. EXPECTED PERFORMANCE/MARKING CRITERIA 50-59% Applied organisation examples of internal communication have been used to support the answers provided. Pass: Applied organisation examples of user-generated content have been used to devise relevant messages and appeals. Appropriate marketing terminology has been used throughout, particularly when addressing product and brand management aspects of the task. When defining the concept of product management and brand building techniques. Theory and content have been supported by Harvard referencing % A variety of relevant organisation examples of user-generated content has been used to devise relevant messages and appeals. Merit: Appropriate marketing terminology and concepts have been used accurately throughout, particularly when addressing product and brand management aspects of the task. When defining the concept of product management and brand building techniques. Theory and content have been supported by a range of Harvard references. 70%+ A wide variety of appropriate organisation examples of internal communication have been used to underpin concepts employed. Appropriate examples of user-generated content have been used to devise relevant messages and appeals. Distinction: Ideas have been clearly expressed using appropriate marketing terminology, particularly when addressing product and brand management aspects of the task, when defining the concept of product management and brand building techniques. Theory and content have been supported by a wide range of Harvard references. Page 16 of 20

17 OVERALL FORMAT AND PRESENTATION OF INFORMATION Marks: 10 EXPECTED PERFORMANCE/MARKING CRITERIA Pass: 50-59% A report format will be used. Grammar and punctuation will be acceptable. References will be present and in Harvard format. Merit: 60-69% A suitable format will be used; report with contents page and references. The report will have a clear flow between subtasks. References will be appropriate, in Harvard format and relevant to task, from suitable sources. Distinction: 70%+ A well-structured report format will be used. The report will flow well between subtasks and the different perspectives and arguments will be well structured. References will use a range of academic sources and be in Harvard format. Page 17 of 20

18 Organisation summary To be included at the end of your report. Contents will contribute to the five marks available in part (a) of Task 1. The following headings should be included: Organisation name Type of organisation, for example, profit or not-for-profit, local, national, global and the legal entity Size of organisation in terms of turnover and number of employees The range of products and services provided The customer base, for example, B2B/B2C Competitors Cross-functional relationships within the organisation Other important stakeholders Other relevant information Page 18 of 20

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