Course Title: Coordinate advertising research
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7927C
Course Title: Coordinate advertising research
School: 650T Vocational Business Education
Campus: City Campus
Program: C5344 - Diploma of Advertising
Course Contact: Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email: firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Nominal Hours: 50
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
This unit covers the skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas. It includes assessment of research requirements, selection of research methods, and use of findings.
It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBADV503 Coordinate advertising research
1 Assess advertising research requirements
1.1. Analyse information about the consumer, the product and the market environment to identify and justify the need for further research 1.2. Assess creative concepts to determine and justify the need for concept testing 1.3. Assess media options and scheduling to determine and substantiate the need for media research 1.4. Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods
2 Select research method/s
2.1. Confirm research budget and timeframe in selecting appropriate research method/s 2.2. Assess the capacity of primary and secondary research methods to provide the required information 2.3. Select pre-test advertising method/s which are the most likely to provide the required information on time and within budget 2.4. Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements
3 Utilise advertising research findings
3.1. Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines 3.2. Adjust advertising strategies, budgets and time lines to reflect research findings 3.3. Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas. It includes assessment of research requirements, selection of research methods, and use of findings.
Details of Learning Activities
Lectures, tutorial and classroom activities
Weekly content is subject to change.
Week 1- Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment including Blackboard
• Submission requirements/Resubmission policy
• Where to get support
• Student responsibilities
• Use of Turnitin
Week 2. Secondary market research resources
Week 3. Workshop and skills practice
Week 4 . Assessment Task conducted
Week 5. Market Trends - Case Study
Week 6. Research Objectives: 'What do you want to know'?
Week 7. Report writing and referencing
Week 8. Assessment Task workshop (Assessment Task 2 Due)
Week 9. (Semester Break (TBC)
Week 10. Workshop - Advertising Research Brief due (A3.1)
Week 11. Advertising research methods and reporting
Week 12. Advertising research methods and reporting
Week 13. Advertising research methods and reporting
Week 14. Student presentations and feedback (A3.3)
Week 15. Tutorial - Assessment Task 3 Due
Week 16. Interviews, re-sbmissions and assessment feedback
Overview of Assessment
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.
You must provide evidence of the ability to:
- assess need for media research and testing
- select and assess appropriate techniques to identify advertising research requirements for a product or service
- prepare research brief specifying objectives, methods, budget, time, schedule, reporting and human resource requirements for an advertising campaign
- locate and analyse legal and ethical requirements.
To complete the unit requirements safely and effectively, you must:
- outline legal and ethical requirements affecting market research
- identify and explain organisational policy and procedures for conducting market research
- identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations
- determine ethical principles relevant to advertising
- outline requirements for time, cost and scope as determined in advertising brief
- explain range of available market research and data analysis techniques
- identify statistical and research methods and techniques.
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.
MKTG7932C Interpret Market Trends and MKTG7927C / Co-ordinate advertising research are co-deliveed and co-assessed and timetabled together.
You must achieve competency in all three assessments to be deemed competent in these two courses.
Assessment 1: Test - Research terms and definitions
- 10% (Individual)
- Students will sit an online test on the topic of market research terms and definitions.
- The terms will be further defined and discussed in class and students are encouraged to use the RMIT in-class resources (lecture slides) as a resource in preparing for the test.
- This test will be held conducted during the scheduled class time
• This assessment task is a ‘closed book’ test
• This assessment task is assessed individually
• The assessment task is worth 10% of the student’s total mark.
Note: this test is conducted and marked online.
Assessment 2: Market Trends Research Report
- 40% (Individual)
- MARKET TRENDS RESEARCH REPORT
- Due Week 9
Students are required to select a product/service or business activity and prepare a market research report. The report will be used to determine organisational, product, and competitor business performance that assists in targeting marketing activities, and in drawing up a marketing plan and an advertising campaign. Students are also required to prepare an Advertising Research Brief based on the finding of the Research Report and planned advertising to test the campaign effectiveness and opportunities for improvement.
- This Assessment Task is due Week 8
- This Assessment Task is worth 40% of the total grade
- This is an individual assessment task
Assessment Task 3 – Conduct Advertising Research, Prepare a Report and Present findings
There are three sections of this assessment task, due on different dates.
Students are required to:
3.1 prepare an advertising research brief (due week 10)
3.2 conduct advertising research and prepare a comprehensive report (due week 15)
3.3 present the report findings to the class to acquire feedback prior to final report submission (due week 14)
- All sections to be submitted for assessment on Week 15.
- This Assessment Task is worth 50% of the total grade
- This Assessment Task can be completed in pairs or as an individual
All Assessment Tasks are to be submitted online via Blackboard, and are typically due on the Sunday night (11.59PM) of the nominated week due, subject to confirmation by your teacher, unless otherwise instructed.
Course Overview: Access Course Overview