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:
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Learningoutcomes
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Assessment criteria
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1 Understandchannel andplatform use
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1.1 Explaintherole of channel andplatform planning in thedevelopment of amarketingcommunications strategy
1.2 Describe the features,benefitsand advantages of currentchannels and platforms
1.3 Establish effective patterns inchannel or platform scheduling
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2 Be able to obtain keyinformationto support thedevelopment of channel andplatform plans
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2.1 Consult others able tocontribute to the planningprocess
2.2 Agree the objectives for achannel or platform strategy
2.3 Establish the target audience’s:
·lifestyle
·demographics
·channel and platformconsumption
2.4 Confirm any restrictions orresources available to supportchannel or platform use
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3 Be able to select channels andplatforms appropriatefor use withtarget audience
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3.1 Evaluatechannel andplatformstaking into account:
● target audience
● products and services beingmarketing
● impact
● cost
3.2 Determine channels andplatforms suitable for use withtarget audience
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Learningoutcomes
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Assessment criteria
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4 Be able to develop andagreeplans for channel andplatformuse
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4.1 Recommendchannelsandplatforms and preferredscheduling
4.2 Forecast anticipated responseto channelor platform use
4.3 Produce a plan for channel andplatform use in line with ownorganisations requirements.
4.4 Present channel andplatformplan to appropriate people
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5 Evaluatechannel andplatformplans
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5.1 Establish and implementprocedures to monitor thesuccess of a channel andplatform plan.
5.2 Identify opportunities forimprovingchannel andplatformplanning in the future
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