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Understand the factors to be considered in the preparation of presentations for marketing communications (advertising)

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:

Learning outcomes

Assessment criteria

1    Understand the factors to be considered in the preparation of presentations for marketing communications (advertising)

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

2    Understand the factors to be considered in the delivery of presentations for marketing communications (advertising)

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


Learning outcomes

Assessment criteria

3    Be able to prepare presentations for marketing communications (advertising)

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

4    Be able to deliver presentations for marketing communications (advertising)

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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