Course Title: Manage client account

Part B: Course Detail

Teaching Period: Term1 2019

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 clustered (co delivered and co assessed) with MKTG7928C Develop a Media Plan This 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

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 No.

Topic:

Assessment tasks

1

 Course introduction: Details of the course

Assessment information

The face of media today-media outlook

Who’s who is advertising

Roles and responsibilities of working in advertising

 

2

 Media strategy & consumer insights

What is a consumer insight?

Using insights to develop the strategy

Media research tools

Looking at the legal environment

 

3

Understanding consumers

Using research to understand target

Introduction to RMR Profiler

 Brief for case study for Assessment task 2 the media Strategy and Plan

4

Managing the client's account

Using Roy Morgan Research Asteroid

Bringing the strategy together /Media selection

Magazines

 Assessment research: Research the client now and any similar campaigns.

5

Bringing the strategy together /Media selection

News Media update

Using Roy Morgan Research Asteroid advanced

 Assessment pit stop:  Finalise research of the client and the task. What is the challenge?

6

Setting objectives

Advanced  Media Scheduling

RMR Using Consumer profiling

 

 Preparation for Quiz in Week 7

7

Assessment 1 Knowledge Quiz Media Strategy

 

Reaching consumers

Revisit Media selection Radio & TV

 Ass 1 Knowledge Quiz Media Strategy

Assessment pit stop: Establish  draft objectives for project brief

8

Reaching consumers

Media selection digital channels

Who is using what?

 

9

Reaching consumers

OOH & Cinema 

Using RMR Media planner

Assessment pit stop: Who is the  target for project using Asteroid data and consumer insights

10

Finalise consumer research and media selection for Assessment 2

Using RMR to determine Best media selection

Monday-Thursday classes only

 Mid Semester break Friday 19 April (Good Friday) to Friday April 25 ( Anzac day) 

11

 Finalise media schedule for Assessment 2

 

 

12

Finalise all documents for Group Assessment and Presentation

Assessment 2A

Media strategy and recommendation due

13

Group assessment presentation preapration

Assessment 2B Presentation preparation

14

Group Assessment presentations

Assessment 2B Presentation

15

Group Assessment presentations

Assessment 2 B Presentation

16

Meetings, catch ups discussions, resubmissions

 
  

 

       17Resubmission only 


Learning Resources

Prescribed Texts


References


Other Resources

All learning materials will be provided by RMIT.


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

ASSESSMENT TASK 1  Media strategy, account management Knowledge Quiz

Date and time due: Week 7 in class time: Individual task

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

Requirements: You will answer a serious of question designed to examine your knowledge of the steps and elements of a strategy leading to media strategy and recommendation including managing the account, reaching the  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 12 

Group or Individual: In 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: You will develop a media strategy plan using research to determine consumer insights based on a case study provided. You will develop each section of the strategy plan weekly and upload progressively to Canvas according to a given timetable. This is mandatory and non compliance may affect your final grade. The detail of pitstop completion is provided on Canvas. 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 13 Upload to Canvas prior to Presentations in Week 14 &15

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:

You will provide a presentation of your media strategy and upload this to Canvas before presentation. The actual presentations will be done in Week 14 &15 according to a presentation schedule

 


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)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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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