Unit code: H/504/3085
QCF level: 4
The aim of this unit is for learners to develop the skills and knowledge that will be useful for entering employment in the creative and media sector, or progressing to higher education. The unit prepares learners for some of the issues that they are likely to face when contributing to the development of creative marketing communications concepts and solutions to meet clients’ advertising needs.
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.
When moving from education into the workplace, a new employee will be bombarded with words, jargon and concepts that may sound new and mysterious, but which are part of a common language used by those already working in that industry. As learners progress through the unit they will be introduced to key issues that form the basis of producing creative marketing communications concepts and solutions for clients’ advertising.
Learners will start to work as part of a team that analyses and unpicks a client’s brief, to identify the client’s needs and use that brief to inform the development of the creative solution. From understanding the client brief, learners will start to be able to develop creative ideas and concepts that can be taken to the client for approval.
At all times learners will be reminded that any creative solution they propose must be legal, decent, honest and truthful, and within the regulatory framework of the creative and media sector.
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:
1. Understand key issues relating to producing creative marketing communications (advertising) concepts and solutions for clients
Identify production techniques which can be used across different platforms
Assess the benefits and limitations of style principles, written tone of voice and format when used for different channels and platforms
Explain how storytelling can be used across different channels and platforms
Explain the importance of positioning creative ideas within an overall competitive context taking account of a client’s competitors’ activities and marketing communications (advertising) strategies
Explain how to utilise links and commonalities between products and organisations
Assess the benefits and limitations of visual aids and ways of presenting information including:
- mood boards
2. Be able to identify and agree the requirements of clients for creative marketing communications (advertising) concepts and solutions
Analyse a client’s brief with other strategists to establish the needs and expectations of a client’s target consumers
Confirm own understanding of a client’s requirements and parameters of a desired marketing communications (advertising) solution