Unit 16: Presenting Marketing Communications (Advertising) Solutions
Unit code: D/504/3098
QCF level: 4
Credit value: 3
Guided learning hours: 15
Unit aim
The aim of this unit is for learners to develop the knowledge and skills that are required to deliver presentations effectively. Learners will explore the different approaches to the presentation of information to different audiences.
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
‘I hate the way people use slide presentations instead of thinking. People confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides.’ — Steve Jobs
- The effective delivery of presentations is an important part of studying for higher qualifications not least because it equips the presenter with valuable skills that are equally important in professional life.
- Many professions routinely experience meetings or seminars where they are subject to ‘death by PowerPoint’ but in the hands of skilled practitioners who can engage with a topic knowledgeably and with a sense of humour it is possible to use an appropriate presentation format to inspire the passion and enthusiasms of an audience.
- In this unit learners will examine the preparation that must be undertaken to deliver messages effectively and consider the needs of different audiences. This will inform the objectives when presenting information.
- Once learners have explored the theoretical underpinnings of good presentations, they will practise and develop presentational skills, demonstrating competence in the delivery of material to different audiences.
- On completion of this unit learners should be well equipped to pitch an offering to a client or internal stakeholders within their own organisation.
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
factors to be considered in the preparation of presentations for marketing communications (advertising)
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1.1
Describe
the advantages and disadvantages
of different ways of presenting
information including:
● mood boards
● scamps
● videos
● storytelling
● spreadsheets
● PowerPoint
1.2
Describe
the advantages and disadvantages
of different presentation equipment
1.3
Explain how audience preferences will impact
on the preparation of a presentation
1.4
Summarise the information required to prepare a persuasive presentation
1.5
Identify individuals involved in the
preparation of a presentation
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2 Understand the
factors to be considered in the delivery of presentations for marketing communications (advertising)
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2.1 Describe techniques to capture, retain
and convince the audience
2.2 Explain the importance of vocal variety
and body language in presentations
2.3 Explain the importance of preparing for a presentation including
rehearsing
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Learning outcomes
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Assessment criteria
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3 Be
able to prepare presentations for
marketing communications (advertising)
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3.1
Clarify the purpose of a presentation
3.2
Describe the audience’s interests and
priorities
3.3
Set objectives for a presentation that reflects the
● purpose of the presentation
● audience’s interests and priorities
3.4
Structure a presentation in line with
its objectives
3.5
Ensure a presentation emphasises
the benefits of the proposal/solution
being presented
3.6
Select and integrate
suitable audio/visual aids and/or
technical details into a
presentation
3.7
Agree the roles and responsibilities of individuals
involved preparing a presentation
3.8
Practise a presentation, ensuring that
it conforms to any restrictions
3.9
Anticipate and prepare
for questions from the audience
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4 Be able to deliver presentations for
marketing communications (advertising)
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4.1
Deliver
a presentation clearly, with evidence of awareness of
vocal tone, pace, volume and body language
4.2
Use audio/visual aids to support a presentation
4.3
Set up and use any
technical equipment appropriately
4.4
Provide opportunities for the audience to ask questions
4.5
Respond to audience questions, providing the information
they are asking for
4.6
Evaluate the success
of presentation in meeting the set objectives
4.7
Identify any changes
to improve future
presentations
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