L4 - Integrated Communication Specification FINAL(2)

7/26/2019 L4 - Integrated Communication Specification FINAL(2)

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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 inthe Integrated Communications module content which follows.



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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



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MODULE CONTENT: INTEGRATED COMMUNICATION (mandatory)

Level 4 Credit value: 15 Notional learning time: 130-150 hours

Purpose statementMarketers need to communicate effectively with internal stakeholdersand customers. This module will provide you with the skills to assist indeveloping communications to build sustainable relationships.

Assessment Module weighting Assignment

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 outcomesBy 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 managementMarketing communications

Understand the components of the marketing communications mix

Develop integrated marketing communications



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UNIT 1: INTERNAL MARKETING

Learning outcomesThe learner will:

Assessment criteriaThe learner can:

Indicative content

1. Know how to build cross-functionalrelationships

1.1 Identify types of cross-functionalrelationships in organisations

Relationship types and forms

Internal stakeholders

Organisational culture

1.2 Describe the importance of internalcommunications

Role and benefits of internalcommunications

Internal communications in: corporatevision and branding, cross-functionalrelationships, developing customer focus,creating market understanding, internalmarketing

1.3 Outline appropriate methods for internalcommunications

Internal communications: auditing andplanning

Internal media: intranets, e-mail,conferences/video conferencing, stafftraining, newsletters, social media

1.4 Outline the relationship betweencollaborative working and meeting customerneeds

Employee branding and engagement

Internal and external boundaries

Flexible workforces

2. Understand how to harness resources todeliver effective marketing solutions

2.1 Assess organisational capabilities formarketing

Communications management andresponsibilities

Internal resources

2.2 Justify allocation of internal resources tobuild external customer relationships

Financial and human resources Collaboration

2.3 Illustrate different methods for settingcommunications budgets and assessingeffect

Budgeting methods: objective and task,affordability, percentage of sales,competitive parity, share of voice,measurability and evaluation

2.4 Evaluate skills required for implementingand managing change

Personal and practical capabilities



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UNIT 2: VALUE PROPOSITION



Indicative content

3. Create effective communications to delivervalue to customers

3.1 Outline communication campaign planstargeted at delivering customer value

Customer-value propositions

Models of communication

Communications and credibility

Campaign planning process

Media planning and buying

Customer acquisition and retention

3.2 Develop effective creative briefs basedon knowledge of customer value

The creative process Types of creative briefs

Utilising user-generated content (UGC)

3.3 Demonstrate relevant messages andappeals based on identified customerresponses

Customer media consumption

Purchase decision making andcommunications

Perceived risks

Message framing

Emotional and informational appeals

3.4 Explain processes for appointing andmanaging external agencies and partners

Selection criteria, briefing, pitching,remuneration

Agency relationships management anddevelopment

Challenges and solutions for working withexternal agencies

4. Understand product and brand

management

4.1 Define the concept of product

management

Product categories and classes

Core, actual and augmented products

Product features, usage and benefits

The product life cycle (PLC)

New product development and launch

4.2 Explain the characteristics of brandsand branding

Brand differentiation: attributes, personality,perceptions

Branding forms

Manufacturer, retailer, premium, generic,value brands



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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 mixdeployment

Brand portfolios

Brand extensions



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UNIT 3 MARKETING COMMUNICATIONS



Indicative content

5. Understand the components of themarketing communications mix

5.1 Compare the roles and features ofmarketing communications methods

Communications and the marketing mix

Communications methods: advertising,sales promotion, PR, selling, directmarketing

Advantages and disadvantages of differentcommunications methods

Above/below and through the linecommunications

5.2 Identify and evaluate different forms ofmedia

Range of media: online, offline, digital andsocial media options

Assess media appropriateness andeffectiveness as part of integrated mix

5.3 Justify the application ofcommunications tools in differing contexts

Product and service applications

Business to consumer (B2C), Business tobusiness (B2B)

NFP/3rd sector

Retail

Online

Trade, channels and supply chains

Small and medium-sized businesses

International and global markets

5.4 Identify communication elements which

maintain corporate reputation

Corporate identity and image

Organisational communications mix Management communications

6. Develop integrated marketingcommunications

6.1 Identify appropriate communicationsobjectives

Changing awareness, attitudes, behaviour

Relationship with marketing and businessobjectives

Addressing gaps in corporate reputation



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6.2 Recommend integrated marketingcommunications (IMC) plans

Marketing communications planningframework (MCPF)

Multichannel communication

Multichannel campaigns

Customer database analysis

Digital integration

Push and pull campaigns

Client/agency relationships and IMC

Coordinated and increased touch-points

6.3 Identify appropriate linkages betweeninternal and external communications

Relationships between internal and externalstakeholders

Barriers to effective integration Levels of integration

Partnership strategies including internalmarketing

6.4 Measure the effectiveness of IMC Communications methods evaluation

Media effectiveness

Financial analysis



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Sample assessment material

The following sample assessment material for Integrated Communications has beenproduced to provide a true reflection of the live assessments and should be used as a guideand study aid when preparing for the live assessment.



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CIM Level 4 Certificate in ProfessionalMarketing

Integrated Communications

Sample assessment

Assignment

The assignment comprises THREE compulsory tasks.

Task 1 is worth 20 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



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Scenario:

In your role within the marketing function of an organisation of your choice your manager hasasked you to advise on improving the organisation’s overall approach to integratedcommunications. Your manager has recognised the importance that marketingcommunications play in internal and external communications.

You have therefore been asked to produce a report outlining the importance and impact ofintegrated communications, and assessing the effectiveness of existing internal and externalmarketing communications in place. Your manager would like you to recommendimprovements to the organisation’s overall communications by way of developing anintegrated marketing communications plan.

Guidance notes

This assignment is made up of three tasks, but the report should flow as a single wholedocument. 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 themain report, using the headings supplied as guidance. Candidates should write thissummary in report format rather than bullet format. This is included in the marks allocated tothe 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 thechosen organisation.

Maximum overall page count: 12 pages



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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 theimpact which they have upon communication and interaction with external customers andstakeholders. In this first section of your report, assess how the current structure andcommunication inside the organisation contributes to meeting customer needs, and identifythe capabilities required to manage and improve changes in this area.

Required:

(a) Using the organisation summary guidelines, provide a background to yourchosen organisation, clearly identifying the types of cross-functionalrelationships that exist in your chosen organisation. This section should beplaced at the end of your report. (5 marks)

(b) Explain why internal communications are important to the success of theorganisation. Justify why internal resources are required to build externalrelationships, 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 beused in your chosen organisation to build internal relationships. For eachmethod 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 andmanage the changes required to improve internal marketing in thisorganisation. (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)



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TASK 2




It is important for all organisations to convey clear and consistent messages to ensure thatthey stand out from their competitors, and that customers understand how they will benefitfrom 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 effectivecustomer communications are created.

Explain how effective product and brand management can contribute to increased customerawareness for the chosen organisation, and provide competitive differentiation in themarketplace in which your organisation operates.

Required:

(a) Outline the campaign planning process required by the chosenorganisation to effectively communicate customer value. Assess thechallenges 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 chosenorganisation to develop effective creative agency briefs and deviserelevant 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 cancontribute to branding for the chosen organisation. (6 marks)

(d) Explain how brand building techniques can help provide competitivedifferentiation and customer awareness of the chosen organisation in itsmarketplace. (7 marks)


(Maximum page count – 4 pages)



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TASK 3




The senior marketing manager of your chosen organisation is keen to improve marketingcommunications. Following on from the first two tasks required for this report, you are nowrequired to create an integrated communications plan for the chosen organisation. The planshould be supported by relevant theories and concepts applied to the chosen organisation.

Using a marketing communications planning framework relevant to your chosenorganisation, identify the most effective communication methods, media and tools to helpdeliver a clear and consistent message of the chosen organisation’s value proposition.

Required:

(a) Discuss the range of marketing communications tools and media whichthe chosen organisation currently uses, and select the most appropriatetools which the organisation should use in the future, with reasons foryour choice. (10 marks)

(b) Identify appropriate communication objectives to address gaps in thechosen organisation’s corporate reputation, and identify communicationswhich could help to maintain or improve the chosen organisation’scorporate reputation. (10 marks)

(c) Recommend, using a relevant marketing communications planningframework, an integrated marketing communications plan to help delivera clear and consistent message of the chosen organisation’s valueproposition. (15 marks)

(d) Outline specific ways in which the effectiveness of the recommendedintegrated marketing communications plan could be measured. (5 marks)


(Maximum page count – 6 pages)



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TASK 1 – REPORT FORMAT

TASK 1 MAXIMUM page count: 2 pages

Guidance notes:

It is important that key internal stakeholders are identified and includedwithin the background to the organisation appendix.

The contexts of each organisation will differ dramatically; thereforespecific application to the candidate’s chosen organisation is essential.The allocation of financial and human resources and assessment ofskills available should be justified, making sure this is relevant to therequirements of the chosen organisation.

Include a minimum of TWO examples of cross-functional relationshipsand methods of internal communication used in your chosenorganisation.



Guidance notes:

The aim of this assignment is to offer an opportunity to demonstrateunderstanding of the communications and their impact on buildingsustainable relationships and competitive advantage.

It is important that the chosen organisation’s communicationcampaign plans deliver customer value and the messages used arebased on customer perceptions; this will help shape whether aninformational or emotional appeal is best employed, and help tochoose the most appropriate media.

Demonstrate an understanding of the characteristics of brands andbranding, with particular emphasis on brand positioning and/orrepositioning.



Guidance notes:

This section of the report requires a strong understanding of thecomponents within the marketing communications mix.

There needs to be a clear link between internal and externalcommunications, showing a clear understanding of the relationshipbetween 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 ofthe chosen organisation. A clear rationale is required.



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All recommendations should be clearly stated and flow clearly frompreceding analysis, providing a consistent theme throughout the threetasks of the report.

EXPECTED PERFORMANCE/MARKING CRITERIA

Pass:

50-59% Applied organisation examples of internal communication havebeen used to support the answers provided.

Applied organisation examples of user-generated content have beenused to devise relevant messages and appeals. Appropriate marketingterminology has been used throughout, particularly when addressingproduct and brand management aspects of the task. When defining theconcept of product management and brand building techniques.

Theory and content have been supported by Harvard referencing.

Merit:

60-69% A variety of relevant organisation examples of user-generatedcontent has been used to devise relevant messages and appeals.

Appropriate marketing terminology and concepts have been usedaccurately throughout, particularly when addressing product and brandmanagement aspects of the task. When defining the concept of productmanagement and brand building techniques.

Theory and content have been supported by a range of Harvardreferences.

Distinction:

70%+ A wide variety of appropriate organisation examples of internalcommunication have been used to underpin concepts employed. Appropriate examples of user-generated content have been used todevise relevant messages and appeals.

Ideas have been clearly expressed using appropriate marketingterminology, particularly when addressing product and brandmanagement 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 Harvardreferences.



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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 beacceptable. References will be present and in Harvard format.

Merit:

60-69% A suitable format will be used; report with contents page andreferences. 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 flowwell between subtasks and the different perspectives and arguments willbe well structured. References will use a range of academic sources andbe in Harvard format.



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Organisation summary

To be included at the end of your report. Contents will contribute to the five marks availablein 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 andthe 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



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L4 - Integrated Communication Specification FINAL(2)

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