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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Learning outcomes
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Assessment criteria
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1 Understand channel and platform
use
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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
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2 Be able to
obtain key information to support the development of channel and platform
plans
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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
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3 Be able
to select channels and platforms appropriate for use
with target audience
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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
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Learning outcomes
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Assessment criteria
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4 Be able
to develop and agree
plans for channel and platform use
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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
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5 Evaluate channel
and platform plans
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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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