• Document: Integrated Communication
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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 in the Integrated Communications module content which follows. Page 1 of 20 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 MODULE CONTENT: INTEGRATED COMMUNICATION (mandatory) Level 4 Credit value: 15 Notional learning time: 130-150 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 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 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 UNIT 1: INTERNAL MARKETING Learning outcomes Assessment criteria Indicative content The learner will: The learner can: 1. Know how to build cross-functional 1.1 Identify types of cross-functional  Relationship types and forms relationships relationships in organisations  Internal stakeholders  Organisational culture 1.2 Describe the importance of internal  Role and benefits of internal communications communications  Internal communications in: corporate vision and branding, cross-functional

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