Unit 6: Understanding Clients’ Needs and Priorities for Marketing Communications (Advertising)
Unit
code: L/504/3081
QCF level: 4
Credit value: 4
Guided learning hours: 17
Unit aim
The
aim of this unit for
the learners to understand their clients’
needs and priorities
for advertising. The unit
covers all the stages of carrying out this process, including the ongoing monitoring of
a client’s
views on the advertising output.
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
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:
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Learning outcomes
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Assessment criteria
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1 Understand
the current market position
of clients for marketing communications
(advertising)
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1.1
Assess
client current position
and their business aims and vision for the future
1.2
Discuss and confirm clients’ marketing communications (advertising)
needs with colleagues
1.3
Identify potential barriers to achieving a
client’s marketing objectives
for the development of
products and services
1.4
Assess a client’s actual
and potential competitors’ marketing communication (advertising)
strategies and plans
1.5
Identify factors that have
contributed to the competitive position of client’s
products and services
|
|
2 Understand
the future needs and priorities of clients for marketing communications
(advertising)
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2.1 Identify the infrastructure
and processes within a client’s organisation that could be utilized to meet their needs
2.2 Establish client
perceptions of previous activity and the impact
this could have on future plans
2.3 Establish a client’s desired level of
marketing communications activity,
their aims and the return on
their investment
2.4 Suggest measures of success for future marketing communications
initiatives
2.5 Confirm a summary
of a client’s needs, priorities
and parameters for future marketing
communications (advertising) activity
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|
Learning outcomes
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Assessment criteria
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3 Be able
to record the needs and priorities of clients for marketing communications
(advertising) in line with
requirements of
own organisation
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3.1
Explain what should be included in a brief that
records a client’s needs and priorities
3.2
Maintain accurate records of agreements with a client in
a format that is useful and accessible to those
with a right to
refer to them
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4 Be
able to review the needs and priorities
of clients’ for marketing communications (advertising)
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4.1 Monitor
and review a client’s needs
and priorities according to organisational guidelines
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