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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Establish convergent environment
   • Establish task requirements and objectives for implementing marketing communications
   • Identify roles and responsibilities within convergent industry
   • Identify role of the customer in the convergent environment
   • Identify legislation, regulations and policies applicable to convergent industry
2. Prepare convergent tools and techniques
   • Identify existing convergent tools and techniques in the marketing communication environment and assess their applicability
   • Develop convergent tools and techniques, where required, for use within a marketing communication industry and for a customer-centric environment
   • Confirm suitability and cost-effectiveness of the convergent tools and techniques
3. Implementmarketing communications
   • Select and use most suitable convergent tools and techniques according to task requirements
   • Implement convergent tools and techniques for marketing communication
   • Establish channels to respond to customer perspectives
   • Establish and maintain expert and business networks related to marketing communication convergence

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

apply marketing communication to one product or service across convergent media sectors.

In the course of the above, the candidate must:

identify the convergent environment for marketing communication in establishing a client solution, including:

reviewing the traditional roles and client groups serviced by the marketing, advertising and public relations sectors

using the impact of capacity in communications technology

using the impact of ubiquitous enabled mobile devices

integrating the rise in ‘customer-centric’ and the ‘empowered customer’ in client solutions

develop client and customer messaging that can be engaged by a target group across multiple distribution points

create fit-for-purpose tools, techniques and solutions that are effective within a convergent media environment and verify with relevant personnel

establish processes that empower customers

work with client and customers to implement an integrated solution within a highly iterative environment

engage with experts and others within the industry.

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Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

characteristics of convergent approaches to marketing communication

customers role within convergent marketing

impact of convergence on traditional marketing approaches

current technologies and distributed services that impact on convergent solutions

situations requiring engagement of technology experts

type of experts and business networks appropriate to a convergent marketing solution

legislation, regulation and organisational policy to the field of marketing communication.

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