This unit describes the skills and knowledge required to research, analyse and apply knowledge within the marketing communication industry with due consideration to legal and ethical constraints and the digital communication convergent environment.

It applies to individuals who work in entry-level positions with a general knowledge of the structure, organisation and function of the marketing communication industry. Individuals in this role may provide limited leadership and guidance to others.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.

SKU: BSBMKG418 Category:


Performance criteria describe the performance needed to demonstrate achievement of the element.

1.1 Identify and access sources of information on the marketing communication industry

1.2 Seek information on the structure and operation of the marketing communication industry

1.3 Obtain information on marketing communication industry sectors, associations, networks and societal role

1.4 Identify and access information on key stakeholders

1.5 Apply industry information appropriately in everyday activities related to typical work roles

2.1 Obtain information regarding employment obligations and opportunities relevant to the marketing communication industry

2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles

3.1 Research developments for marketing communication within digital communications technology

3.2 Scope the relative impact of new and alternative technologies on the industry

3.3 Apply information on future trends in everyday activities related to typical work roles

4.1 Conduct formal and informal research to update general knowledge of the industry continuously

4.2 Monitor current issues of concern to the industry

4.3 Share updated knowledge with client and colleagues

4.4 Incorporate updated knowledge into everyday activities related to typical work roles

About This Course

Performance Evidence

Evidence of the ability to:

  • Research and report on the marketing communications industry structure, its role in society and within particular organisations
  • develop a stakeholder analysis relevant to particular organisations
  • scope the impact of new and alternative communication technology on the marketing communications industry
  • research and report on the current issues affecting the marketing communications 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:

  • discuss current issues and trends which affect the marketing communications industry
  • categorise industry structures and networks
  • describe organisational and client operating environments, structures, and business and marketing plans
  • list the current digital communications technologies, platforms and devices
  • outline principles and practices of marketing communications and media strategies.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.