Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7928C

Course Title: Develop a media plan

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: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Peter Lawrance

peter.lawrance@rmit.edu.au

9925 5661

Nominal Hours: 60

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 required to develop a media plan within a given budget, by defining requirements, selecting media vehicles and determining a schedule.

It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation. It may also apply to someone working within a direct marketing role, who is responsible for planning media requirements for direct marketing campaigns or offers.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV507 Develop a media plan

Element:

1 Define media requirements

Performance Criteria:

1.1 Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

1.2 Analyse product market factors to determine reach and frequency requirements of advertising media selected

1.3 Analyse creative requirements of advertising message and determine media implications

1.4 Identify media merchandising requirements from the advertising brief

1.5 Confirm media budget and identify legal and voluntary constraints

Element:

2 Select media vehicles

Performance Criteria:

2.1 Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account

2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

2.4 Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

2.5 Ensure selected media vehicles meet legal and ethical requirements

 

Element:

3 Determine media schedule

Performance Criteria:

3.1 Ensure duration and timing of media schedule meet requirements of the advertising brief

3.2 Determine distribution of messages over duration of schedule to meet requirements of the advertising brief

3.3 Create a media schedule to satisfy advertiser

3.4 Develop alternative media schedules for advertiser within budget

3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

 

Element:

4 Produce media plan

Performance Criteria:

4.1 Create media plan which defines media requirements of the

advertising brief and provides evidence supporting each requirement

4.2 Specify recommended media and vehicle/s, and rationale for their selection in the media plan

4.3 Ensure media plan contains a budget allocation per medium per advertising period

4.4 Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan

 

 


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop a media plan within a given budget, by defining requirements, selecting media vehicles and determining a schedule.


Details of Learning Activities

 

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

 

Teaching Schedule

 

MKTG7167C Develop a Media Plan

 

Week 1

- Course introduction

- Pretraining review

- Media outlook overview

- Student self paced activity online

 

Week 2

- Developing the media strategy based on insights

- Determining the legal and voluntary constraints of your client

- Setting the media requirements through development of objectives

- Introducing and evaluating various media planning software tools

 

Week 3

- Understanding consumers

- Identifying specific target audience characteristics

- Quantifying the audience characteristics

- Consumer connection, product market factors, and fit with media selection

 

Week 4 - Bringing the insight and strategy together & Assessment 1 Briefing

- Motivational drivers and the relationship with strategy

- Writing and presenting the strategy

- Media analysis using Roy Morgan Asteroid

 

Week 5 - Digital Media (Mobile & Tablet)

- Digital media terms

- The Digital Media schedule

- Media analysis using Roy Morgan Asteroid

 

Week 6 -

- Digital (Social and Programmatic) & Assessment 2 Briefing

- Social media advertising

- Refresher on Portals vs Networks

- Programmatic – the new wave

- Media analysis using Roy Morgan Asteroid

 

Week 7 - Magazine

- Traditional Print Magazine vs Digital Magazine

 

Week 8 - Newspaper

- Print vs Digital

 

Mid semester break 29 August to 4 September (inclusive)

 

 

Week 9 - - Radio

- Selecting day parts, stations etc based on target audience

- Media analysis using Roy Morgan Asteroid

 

Week 10 -Traditional Media options (Television - FTA and STV)

- Setting a media schedule based on TARP, reach and frequency requirements

- Media analysis using AdQuest eTAM

- Developing the media schedule based on TARP, reach and frequency requirements

 

Week 11 - Outdoor / OOH

- Connection between consumers and effectiveness of media in OOH space

- Setting a media schedules

 

Week 12 - Outdoor / OOH

- Connection between consumers and effectiveness of media in OOH space

- Setting a media schedules

 

Week 13

- Finalise individual media plan and schedules

 

Week 14

- Individual Assessment 3 - Media plan presentations

 

Week 15

- Individual Assessment 3 - Media plan presentations

 

Week 16

-- Course feedback

 

NOTE: Due to a high level of industry engagement - the schedule is subject to change. Students must check weekly for any adjustments.

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

 

Other Resources

 

Students should be aware of current marketing, promotion, advertising, and general business issues through regular reading of the business sections of major online sites, newspapers and magazines.

Particular publications that should be consulted on a regular basis for advertising students are:
- www.adma.com.au - Association for data-driven marketing and advertising
- www.aimia.com.au - AIMIA is the Digital Industry Association for Australia
- www.adnews.com.au - AdNews is Australia’s leading publication serving the advertising, marketing and media industries
- www.ami.org.au - The leading professional marketing association in Australia
- www.auditedmedia.org.au -The association that handles audited media
- www.bandt.com.au - B&T remains Australia’s leading authority for marketing, advertising, media and PR. Readers turn to B&T for features, analysis and profile on the issues, trends and people behind the headlines.
- www.campaignbrief.com - Campaign Brief is Australasia’s most influential creative advertising trade magazine
- www.cimmagazine.com - Market leading publication for the meeting and events industry
- www.experian.com.au - Experian Australia is a global leader in providing information, analytical and marketing services to organisations and consumers to help them manage the risk and reward in making everyday commercial and financial decisions.
- Experian Hitwise: www.experian.com.au/hitwise/online-trends.html (providing Online weekly trends of the top 10 websites)
- Experian Mosaic: http://www.segmentationguides.com/mosaicaustralia2013/html/animation.htm (providing an interactive guide that assists with profiling consumers based on geo-demographics).
- www.helixpersonas.com.au: Roy Morgan Helix Personas
- www.iabaustralia.com.au - The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia
- www.marketingmag.com.au - Marketingmag.com.au is a dedicated online space for marketers to discuss industry news, to argue or agree with industry-leading expert bloggers, and to share insight and opinion about the Australian marketing community.
- www.mumbrella.com.au - Mumbrella, which launched in December 2008, is a discussion of everything under Australia’s media and marketing umbrella.
- www.nielsen.com/au/en.html

Other Journals & Publications: - Journal of Marketing, Harvard Business Review, Journal of Marketing Research. The University subscribes to a number of electronic databases, to which students have access, both on campus and from your home Internet access. Students should make sure they are aware of all the latest databases and websites that the Library have subscribed to and have found through their own research to be of value to marketing students. The Library has also identified useful company sites for advertising students.

 

 

 


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 must provide evidence of the ability to:

  • produce a media plan for an advertisement which:
    - defines media requirements of an advertising brief
    - specifies rationales for media vehicles chosen
    - ensures media schedule meets requirements of the brief
    - contains budgetary allocation for each advertising medium
  • develop measures to assess effectiveness of media vehicles selected.

Knowledge Evidence

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

  • outline and explain data analysis and matching techniques
  • list organisational products and services offered
  • identify organisational budget and resource constraints
  • identify principles and characteristics of advertising media, types of media and advertising strategies
  • identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations
  • identify and explain ethical principles relating to advertising industry
  • define terms for describing media audiences.

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

 

Assessment Tasks

 

 

Assessment 1 – Group Assessment
Assessment type: Group (2 students per group)
Assessment weight: 20% of final grade
Due: Week 6 or as advised

Assessment 2 – Digital Media Plan
Assessment type: Group (2 students per group)
Assessment weight: 20% of final grade
Due:Week 9 or as advised

Assessment 3 – Traditional Media Plan: The Sexton (client brief) 
Assessment type: Individual
Assessment weight: 60% of final grade
Due: 5pm Friday Week 13 (powerpoint and word), with presentations as per the schedule during Weeks 14 and 15.
Assessment Overview: Students will be provided with a verbal brief by a media agency and their client in Week 9 or 10 (dependent upon the availability of the client). The brief may be provided outside of the scheduled class time so please make yourself available. Individually, students are required to develop a traditional media plan (60% traditional media and 40% digital media). The plan will be presented in a PowerPoint presentation, with a supporting word document, in Week 14 and 15 during the scheduled class time.  The 60% weighting will be split between 25% for the analysis undertaken using media planning software, 25% presentation, 10% media schedule.

Additional notes to students: 
All three assessments must be passed in order to pass the course. If a student receives an NYC for any assessment, or part of an assessment which is not a resubmission, the student has 14 days from the date the feedback was posted in Blackboard to resubmit.  Where the resubmission is not received within the 14 days, the NYC will stand - thereby resulting in a fail for the unit.  It is the students’ responsibility to check blackboard for feedback on assessment tasks.

 

 


Assessment Matrix

 

Assessment Matrix

 

MKTG7167C Develop a Media plan is clustered with MKTG5821C Apply Media Analysis & Processing Tools and therefore assessments below apply across both competencies.

Below is a matrix highlighting the Elements for each unit against the assessment tasks:


Assessment
MKTG7167C - Develop a Media Plan
  Elements
-
Assessment 1 – Industry Project

1

Assessment 2 – Digital Media Plan1, 2, 3 and 4
Assessment 3 – "The Sexton" Media Plan (client brief)1, 2, 3 and 4

 

Below are the skills and knowledge required for this unit:

Required skills 
- communication skills to consult on the media schedule
- evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements
- literacy skills to interpret the characteristics of different media and to match them to the requirements of the advertising brief
- literacy skills to read and interpret advertising briefs, to analyse data and to write reports
- numeracy skills to evaluate quantitative figures generated by media reports 
- presentation skills to present findings of campaign performance
- research and data collection skills to analyse media performance data and information
- technology skills to apply functions of media software to perform media tasks.
Required knowledge 
- data processing, analysis and matching techniques
- legal and ethical requirements relating to the advertising industry
- industry products/services 
- organisational products and services offered
- organisational structure/s, roles and responsibilities
- organisational budget and resource constraints
- principles and characteristics of advertising media, types of media and advertising strategies
- principles, advantages, disadvantages and applications of specific software to perform media tasks
- identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:
   - anti-discrimination legislation
   - consumer protection laws
   - copyright legislation
- ethical principles
- fair trading laws
   - privacy laws
   - Trades Practices Act
- terms for describing media audiences

 

Course Overview: Access Course Overview