Course Title: Buy and monitor media

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7939C

Course Title: Buy and monitor media

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge needed to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.

It applies to individuals in an entry-level position in media planning or buying within an advertising team or media organisation, who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.

 

 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV406 Buy and monitor media

Element:

1 Plan purchasing of media

Performance Criteria:

1.1 Confirm requirements of advertising brief

1.2 Establish causal relationship between marketing communications and media objectives

1.3 Determine how creative strategy and execution will impact proposed media strategy

1.4 Identify how consumer insights relate to media consumption

1.5 Compare and contrast scheduling alternatives

Element:

2 Buy media

Performance Criteria:

2.1 Investigate and evaluate media market conditions

2.2 Conduct negotiations between suppliers for advertisement/commercial placements/spots

2.3 Obtain performance guarantees from media suppliers

2.4 Leverage placement value

2.5 Review proposed media plan against advertising objectives, schedules and budgets

 

Element:

3 Evaluate media performance

Performance Criteria:

3.1 Investigate pre‑ and post‑media performance/ratings and make any necessary changes to the media plan as required

3.2 Evaluate media costing data to determine effectiveness in relation to return on investment

3.3 Compare actual media performance against media plan objectives

3.4 Compare direct and indirect response rates

3.5 Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments

3.6 Modify existing media strategies, or investigate alternatives based on media performance data


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.


Details of Learning Activities

The course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

This course is  clustered (co-delivered and co assessed) with MKTG7977C Review Advertising Media Options The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 

Week

   

Topics

Assessment

1

Course Induction

  • Course delivery details
  • Assessment details and Assessment Task & Feedback Guide
  • Terms used frequently in Advertising
  • Legislations impacting the media industry

 

Overview of Canvas and where to find Learning & Assessment materials

Outline of what is to follow

2

Introduction to Media planning

  • Steps in the media planning process
  • Intro to advertising
  • Disrupters to the media landscape

 

3

Introduction to the media: Print-Magazines

  • Strengths,Weaknesses,Readership,Circulation,AdSizes
  • MediaCalculation–measurement and costing(CPM)
  • Negotiating Magazine
  • Comparing Magazine and Newspapers
  • Online resources for magazine(Publishers,BAM,etc)
  • Costing Magazine

Media Schedule (Scheduling print media-magazine and newspaper)

 

4

Introduction to the media: Print-News media

  • Strengths,Weaknesses,Readership,AdSizes
  • Media Calculation–measurement and costing(CPM)
  • Negotiating newspapers  

The legal environment for marketers

Discussion regarding  Assessment1- Individual Quiz next week

 

5

 Introduction to the media:Television

  • Strengths,Weaknesses,Ad lengths,Ratings
  • Media Calculation(TARPs)
  • Negotiating Television buys
  • Online resources for Television(thinkTV,OzTametc)
  • Media Schedule(listingTARPs,spots etc)
  • Who's watching TV?

Assessment 1–Individual

Online Quiz1

CoversNewspaper,Magazine and Legal requirements applicable to the advertising industry.

Feedback provided instantly online

6

 Introduction to the media:Radio

  • Strengths,Weaknesses,Buying RadioTime, Ad lengths, Costs)
  • Media Calculation(Reach,Frequency,CPM)
  • Online (Nielsen ratings, CRA etc)
  • Media Schedule(Scheduling radio)

Assessment 1–Individual

Online Quiz 2: Covers Television

7

 Introduction to the media:Internet & digital

  • Weaknesses, Ad sizes and formats
  • Media Calculation 
  • Online resources for Internet
  • Evaluation & measurement

Media Schedule (Scheduling internet)

Assessment 1–Individual

Online Quiz 3: Covers radio

Brief and formation of groups for Assessment 2

8

 Introduction to Buying and Negotiating Media

More on Digital: Programmatic online buying

  • Media Process
  • Evaluating Media Performance
  • Negotiating overview

 

Team work on Assessment 2 report 

Introduction to media: Cinema & OOH

  • costing  online resources
  • scheduling
  • Evaluation 

Intro to negotiation and buying observation assessment

Assessment 1–Individual

Online Quiz 4: Covers Internet & digital

Team work on assessment 2

 

10

 

Monday -Thursday classes only.

Media Negotiation and buying Observation assessment:  Brief for assessment

 

Mid semester break Friday 19/4( Good Friday

till Friday 25/4 (Anzac day)

11

Negotiating and buying media assessment role play

Revision of all media 

Assessment 1 individual

Online Quiz 5:Covers OOH & Cinema 

 

Assessment 2A Role Play Observation

12

 Group Assessment Preparation (Report and Presentation)

 

 

13

Group Assessment preparation (Report and Presentation)  

Assessment 2 B &C Media report and presentation due

14

Group Assessment Presentations

Assessment 2 Group presentations 

15

Group Assessment Presentations

Assessment 2 Group presentations

16

Feedback and resubmissions

Assessment 2 presentation if required 

 

 


Learning Resources

Prescribed Texts

No prescribed texts for this course. Learning material will be provided. Subscriptions to relevant  e newsletters is recommended.


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You will be required to provide evidence of the ability to:

  • analyse and execute an advertising brief
  • work with schedules
  • negotiate with suppliers
  • create and evaluate a media plan and adjust as necessary
  • identify potential problems and opportunities
  • evaluate data to determine cost effectiveness.

Knowledge Evidence

To complete the unit requirements safely and effectively, the you must:

  • identify economic, social and industry trends
  • list industry products/services
  • outline organisational structure/s and roles and responsibilities
  • identify and explain key provisions of relevant legislation, codes of practice and national standards that affect advertising
  • outline ethical principles related to advertising.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

 This course is co delivered and co assessed with MKTG 7939C Buy and Monitor Media.

Assessment 1–Task1

Task Description: On Line quizzes (5 in total)

Group or Individual: Individual 

Date handed out: Online Quizzes (5 in total)
Week 1 – weekly schedule as per below

Purpose:This assessment has been developed to demonstrate the required underpinning skills and knowledge for the two units of competency. Specifically, the assessment focuses on yours ability to apply cognitive processes by demonstrating your ability to remember, understand and apply the content covered in weeks 1 to 10 inclusive.

Requirements: You will be provided 30 -60 minutes to complete a number of questions. The number of questions will vary for each quiz - however, no quiz will be less than 5 questions, or more than 20 questions. The questions will be based on previous lecture and tutorial materials, as well as self-paced learning activities instructed for the week under assessment. You are required to bring a calculator in order to complete each quiz.

Details of Assessment:

The quiz will be held in class time. Below is the schedule of each online quiz:

Quiz 1week 5 Print & legals
Quiz 2week 6Television
Quiz 3week 7Radio
Quiz 4week 9Internet
Quiz 5week 11Cinema & OOH

All assessments are completed online within Canvas. 

Assessment 2–Task

Task Description: Media Report based on a brief

Date handed out: Week 7

Date and time due: 

  • Part A: Negotiation observation: Weeks 11 during tutorial time

  • Part B: Written Media Report Week 13,  including a media schedule
  • Part C: Presentation Week 13, Presentation will be delivered in Weeks 14 and 15 

Group or Individual: Group (up to 4 students per group) 

Purpose: This assessment focuses on your ability to review a media brief, by applying your knowledge and understanding gained through the course, and to extend yourself into a higher level of thinking by demonstrating your ability to analyse and evaluate the scenario and consider various courses of action – ultimately making a sound recommended course of action in response to the brief.

Requirements: In Week 7, you will form groups of 4 students. Each group will be provided with a brief. By responding to the brief, you will be expected to provide a report that contains your evaluation and recommendation and a media schedule(not more than 2,500 words excluding Title Page, Table of Contents, Reference List and Appendix). You will also be required to develop a 10 to 15-minute presentation detailing your recommendations. You must equally contribute to the report, and you must all equally present on the day.

Details of Assessment: Case study will be made available to you on Canvas in Week 7. The assessment has three parts:

Part A: Negotiation observation 

You will be provided a media and a role (buyer or seller) for a particular media. You will then negotiate individually on behalf of your  group for the media the group wish to place into their media recommendation. The negotiations will take place during the scheduled tutorial class in Weeks 11 and will be recorded as an observation assessment.

Part B: Analysis Report 

As a group, you must produce a report of between 2000 and 2,500 words that  is based on the brief supplied. The analysis contained in the report must show the evaluation of the situation, provide a review of all media alternatives considered and a fully justified media recommendation and media schedule. It is expected that you will present the report to a professional level. It is therefore anticipated the content of the report will provide clearly articulated logical arguments, along with the appropriate use of tables and graphs to support evaluations, and rationale.

Part C: Presentation 

A presentation of between 10 and 15 minutes that summarises the report and pitches the recommendation to your facilitator (acting as the client). There will be 3 minutes for question time where fellow students and the facilitator will ask questions.

Both the report and the presentation is due on the same day for submission (Week 13) regardless of when the presentation schedule for the group has been allocated. This is to ensure equity across groups. It is further important to note, that once the presentation is uploaded – this will be the presentation that will be used for the purpose of assessment – Further instructions, can be located on Canvas under Assessment.

 

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)

Other Information

Late Submission Procedures    You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.   More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.   More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   Adjustments to Assessment    In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.    

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