Unit 5: Identifying Clients’ Operating Contexts,
Portfolios and Current Marketing Communications (Advertising)
Unit
code: J/504/3080
QCF level: 4
Credit value: 4
Guided learning hours: 21
Unit aim
- This
unit aims to give learners the tools to identify client operating contexts, portfolios and current advertising strategy. Learners will look at what a client is doing
with their advertising and learn how
to assess its impact.
Competency unit assessment guidance
- This
unit should be assessed predominantly in the workplace. Please see Annexe E.
Observation, witness
testimony, questioning, professional discussion, written and product evidence
are all sources of evidence which can
be used.
Unit introduction
- When
developing an advertising campaign for a
client, the advertising professional needs to show the
client that they fully understand
their business. In this
unit learners will learn how to
recognise the client’s business in the context
of its market and
how to ensure an advertising
campaign will help the client’s
commercial position. It is important
to have an awareness of which sector and industry the client’s business is in and how it
is performing in the
sector in order
to inform
the advertising campaign. It is
also necessary to understand how to ensure that an
advertising campaign meets
legal, regulatory and ethical requirements of the
sector. Learners will learn how
external influences, such as economic, social and
political factors, impact on
a business.
- Understanding
the client’s product and strategy
is vital
for communicating the product to the consumer through an advertising campaign.
In this unit learners will explore
the strategy and positioning behind clients’ portfolios of products and
services, and the relationship between client brands and their corporate brands.
- As the purpose of
an advertising
campaign is to have a
positive commercial benefit
learners will assess the impact of advertising
on the key drivers of business performance and potential challenges to the business.
Learning outcomes and assessment criteria
In order
to pass this unit, the evidence that
the learner presents for assessment needs to
demonstrate that they can meet all
the learning outcomes for the
unit. The assessment criteria determine
the standard required to achieve the unit.
On completion of this unit a learner
should:
|
Learning outcomes
|
Assessment criteria
|
|
1 Understand the contexts in which clients
for marketing communications (advertising) operate
|
1.1
Review markets and market developments in which clients work
1.2
Summarise key aspects of public,
legal, regulatory and ethical
requirements in clients’ sectors
1.3
Review the effect on a
client’s business of:
● economic factors
● social factors
● political factors
|
|
2 Understand the
products and services of clients for marketing communications
(advertising)
|
2.1 Explain the strategy and positioning
behind clients’ portfolios of products and services
2.2 Explain the relationships between clients’
brands and their
corporate brands
|
|
3 Be
able to evaluate clients’ current marketing communications (advertising)
|
3.1
Assess the impact
of clients’ marketing communications (advertising)
on:
● key drivers of business performance
● potential challenges
to business
|
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