Course Title: Manage client account

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: BUSM8740C

Course Title: Manage client account

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 99255175

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: 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 profile, plan, support and improve a client account to meet agreed objectives.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG529 Manage client account

Element:

1. Profile client accounts

Performance Criteria:

1.1 Identify and confirm client accounts with senior management

1.2 Establish product and brand knowledge and clarify objectives with client

1.3 Undertake analysis of client strengths, weakness and expectations for account performance

1.4 Confirm communication channels with client

1.5 Recognise and incorporate account management requirements within current legislation, regulation and organisational policy

Element:

2.Implement account management plan

Performance Criteria:

2.1 Establish key account performance indicators with client

2.2 Identify account events and campaigns over agreed timeframes

2.3 Prepare account budgets for approval

2.4 Enable adequate resources to meet account management needs

2.5 Prepare briefs of requirements for internal departments, staff and external specialists as required

2.6 Oversee production of events and campaigns to meet client requirements

Element:

3. Represent accounts

Performance Criteria:

3.1 Build trust and respect for the client within the organisation and marketplace

3.2 Maintain effective communication channels with client

3.3 Seek regular feedback on performance and adjust as necessary

Element:

4. Identify opportunities for improvement

Performance Criteria:

4.1 Undertake account reviews with client and own management

4.2 Identify performance against agreed indicators

4.3 Recommended revisions to account plan to meet client requirements

4.4 Manage client expectations of performance to meet market conditions


Learning Outcomes


Students will develop the skills to  manage a client relationship and assist the client to achieve strategy outcomes.


Details of Learning Activities

This course is co delivered with MKTG 7926C Develop a Media Plan. A range of learning material will be provided.


Teaching Schedule

 Week 1Feb 6

Course introduction

Media outlook today

Student activity

Assessment overview

and due dates

 Week 2Feb 13

 Media Strategy

Setting objectives

Media software tools

 
 Week 3Feb 20

Understanding Consumers

Using research for insights-Roy Morgan Research

Briefing for all assessment tasks
 Week 4Feb 27

Bringing the strategy together

 

 
 Week 5Mar 6Media selection looking at Digital media 
 Week 6March 13

Media selection more on Digital media

Assessment task 1 due Sunday 
 Week 7March 20Media selection Using OOH & Cinema 
 Week 8March 27Media selection TV now 
 Week 9April 3Media selection looking at Radio & Print 
 Week 10 AApril 10

Finalise Assessment 2

Mid semester break EASTER

Thurs 13 -Wed 19

Mon, Tues & Wed  attendance only

 

 Week 10BApril 17

Finalise Assessment 2

Mid semester break EASTER

Thurs 13 -Wed 19

Thur & Friday attendance only

Assessment 2A due Sunday 

  Week 11April 24 Magazines and print 
  Week 12 May 1Finalising the media strategy and recommendations 
 Week 13May 8 Finalise media strategy recommendations Assessment 2B due Sunday  
 Week 14May 15 Media plan presentationAssessment 2B presentation
 Week 15May 22 Media plan presentationAssessment 2B presentation
 Week  16May 30Feedback and  and any final resubmissions 

 


Learning Resources

Prescribed Texts


References


Other Resources

Students are advised to subscribe to industry EDM's and to conduct further reading on relevant subject matter during the semester.


Overview of Assessment

 In order to achieve competency in this unit, you must provide:

Performance Evidence

 

Evidence of the ability to:

  • interpret client instructions to establish key performance requirements
  • undertake a SWOT analysis of client’s marketing communications
  • establish and maintain effective communications with a client
  • prepare an account plan and budget over an agreed timescale
  • prepare client briefs for production and other works or activities.

Knowledge Evidence

 

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

  • explain client products, brand and strategy in the marketplace
  • list common industry account management performance indicators
  • identify contract law as it applies to account management
  • identify industry trends and characteristics relevant to a client's products and brand.

Assessment Conditions

 

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

 

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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.

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

There are 2 Assessment tasks for this course. The second Assessment is divided into 2 parts A & B as set out below.

ASSESSMENT TASK 1  COMMUNICATION AND TIMING PLAN REPORT

Date handed out: Week 3

Date and time due: Week 6 Sunday 11.59pm

Group or Individual: Individual

Purpose: Agreed timeframes and contact in writing are the basis of clear delivery of campaigns in advertising and are signed off by agency and client. In this assessment you will develop a plan of action for delivering the media plan in Assessment 2, which will include the method and timing of on going communication

Requirements: Students will develop a communication and project timing plan plan based on the brief provided. 

This report will be completed in the form of a contact report. A template will be provided. The report should not should not exceed 2000 words.

 

ASSESSMENT TASK 2A MEDIA STRATEGY DEVELOPMENT AND SUMMARY

Date handed out: Week 3

Date and time due: Week 10 Sunday 11.59pm

Group or Individual: Small groups                         

Purpose: The Media strategy is the cornerstone of any media campaign. It informs the direction of the campaign and how each media will be used to reach an agreed target audience and to deliver on the set objectives of the brief. This is the first section of Assessment 2.

Requirements: Students will develop a media strategy plan using insights based on a case study provided. A template will be provided for this assessment.

A template will be provided on BB. This strategy will form the basis of the media plan presentation in Assessment 2B.

 

ASSESSMENT TASK 2B -DEVELOPMENT & PRESENTATION OF MEDIA RECOMMENDATION

Date handed out: Week 3

Date and time due: Week 13 Sunday 11.59pm upload to Blackboard. (Presentations in Week14)

Group or Individual: Small groups                          

Purpose: A media plan is the end result of consumer research, media selection and negotiation and budget control. The media plan is signed off by the client and actioned by the media team. The account and creative teams are kept informed of development and briefed accordingly.

Requirements: In small groups, student will provide a presentation based on research and insights and the headings below. This is to be uploaded to blackboard by the above date. The actual presentations will be done in Week 14 according to a presentation schedule.

Students are required to prepare the media plan in the form of a presentation.

 


Assessment Matrix

Course Overview: Access Course Overview