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Understand channel and platform use

Unit 14: Planning Platform or Channel Use

Unit code: F/504/3093
QCF level: 4
Credit value: 4
Guided learning hours: 17

Unit aim

The aim of this unit is to give learners the skills and knowledge that will be useful whether entering employment in the creative media sector, or progressing to higher education. Having completed this unit, learners should understand how important planning is to the selection of appropriate channels and platforms.

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

Before anyone can make the right choice in terms of which channels or platforms to use to meet the creative and marketing communications needs of the client, they need to develop an understanding of what is available. With new channels and platforms coming on-stream all the time, and with the popularity and use of existing channels and platforms changing and developing, it becomes increasingly important to keep up to date with current channel and platform user profiles, as well as usage by the target audience.

Armed with this information, strategy planning can start to take place from a position of knowledge. This unit will introduce learners to different channels and platforms, and the kind of information that is required to make decisions on selection and use. Learners will be involved in developing plans to support a marketing communications strategy and learning how to support their plans in order to get agreement from clients and other interested parties. Learners will evaluate of their plans, which should identify opportunities for improving channel and platform planning in the future.

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 channel and platform use

1.1    Explain the role of channel and platform planning in the development of a marketing communications strategy

1.2    Describe the features, benefits and advantages of current channels and platforms

1.3    Establish effective patterns in channel or platform scheduling

2    Be able to obtain key information to support the development of channel and platform plans

2.1    Consult others able to contribute to the planning process

2.2    Agree the objectives for a channel or platform strategy

2.3    Establish the target audience’s:

 ·           lifestyle

 ·           demographics

 ·           channel and platform consumption

 2.4      Confirm any restrictions or resources available to support channel or platform use

3    Be able to select channels and platforms appropriate for use with target audience

3.1      Evaluate channel and platforms taking into account:

    target audience

   products and services being marketing

   impact

   cost

 3.2      Determine channels and platforms suitable for use with target audience


Learning outcomes

Assessment criteria

4    Be able to develop and agree plans for channel and platform use

4.1    Recommend channels and platforms and preferred scheduling

4.2    Forecast anticipated response to channel or platform use

4.3    Produce a plan for channel and platform use in line with own organisations requirements.

4.4    Present channel and platform plan to appropriate people

5    Evaluate channel and platform plans

5.1    Establish and implement procedures to monitor the success of a channel and platform plan.

5.2    Identify opportunities for improving channel and platform planning in the future


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