Course Title: Manage client account

Part B: Course Detail

Teaching Period: Term2 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: Sally Parrott

Course Contact Phone: +61 3 99255175

Course Contact Email: sally.parrott@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 and co assessed with MKTG 7926C Develop a Media Plan. A range of learning material will be provided.


Teaching Schedule

 Week 13/7

Course introduction

Media outlook today

Careers in advertising

Assessment overview

and due dates

 Week 210/7

 Media Strategy

Setting objectives

Media software tools

 
 Week 317/7

Understanding Consumers

Using research for insights-Roy Morgan Research

Briefing for all assessment tasks in week 3 Wednesday May 19
 Week 424/7

Bringing the strategy together

Using research for insights-Roy Morgan Research

Using the software

Account management

 
 Week 531/7

Media selection looking at Digital media

RMR Asteroid establishing target audience parameters

 
 Week 67/8

Media selection more on Digital media

RMR establishing media selection

Assessment task 1 Quiz 
 Week 714/8

Media selection Using OOH & Cinema

 

 
 Week 821/8

Media selection TV now

scheduling  and costing

 
   Mid semester break August 28-Sept 3

 

No attendance required

 Week 94/9

Media selection looking at Radio & Print

 

 

 Week 1011/9

Consolidation of media strategy

 

  Week 1118/9

 

Finalising the media strategy and recommendations

 Assessment 2A Strategy plan  due Friday
  Week 12 25/9 Presentation of strategy

 Assessment 2B

Presentations upload and all groups to present

 Week 132/10  Presentation of strategy Selected presentations to Client  
 Week 149/ 10  
 Week 1516/10 Feedback and any resubmissions 
 Week  1623/10Feedback 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

This course is co delivered and co assessed with MKTG 7926C Develop a Media Plan.

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

ASSESSMENT TASK 1  Quiz

Date and time due: Week 6 in class time

Group or Individual: Individual

Purpose: This task is designed to examine the students understanding of the key elements that lead to the development of a media strategy and ultimately a media recommendation.

Requirements: Students will answer a serious of question designed to examine their knowledge of the steps and elements of a strategy leading to media strategy and recommendation including understanding a target audience, setting objectives and use of research tools to answer a brief. 

 

ASSESSMENT TASK 2A Media Strategy and Recommendation

Date handed out: Week 3

Date and time due: Week 11 Friday 11.59pm

Group or Individual: Pairs                         

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. A media plan is the end result of consumer research, media selection, 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. This is the first section of Assessment 2. This strategy document will form the basis of the media plan presentation in Assessment 2B.

Requirements: Students will develop a media strategy plan using research to determine consumer insights based on a case study provided. Students will develop each section of the strategy plan weekly and uploaded this to Blackboard. The detail of weekly completion will be provided. The headings and detail required for this task will be provided. Tips on how to complete the strategy will also be provided

 

ASSESSMENT TASK 2B - Presentation of Media Strategy & Recommendation

Date handed out: Week 3

Date and time due: Week 12  upload to Blackboard before presentation. (Presentations in Week 12 &13)

Group or Individual: Pairs                          

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. A media plan is the end result of consumer research, media selection and negotiation and budget control. Before the media plan can be signed off by the client and actioned by the media team, it is presented to the client. Presentation of the strategy and recommendation is a key element of all strategic work

Requirements:

Students will provide a presentation of their media strategy and upload this to blackboard before presentation. The actual presentations will be done in Week 12 &13 according to a presentation schedule

 


Assessment Matrix

Course Overview: Access Course Overview