Course Title: Manage client account

Part B: Course Detail

Teaching Period: Term1 2021

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: Felicity Burns

Course Contact Phone: +61 3 99255486

Course Contact Email: felicity.burns@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 assessed with MKTG7928C Develop a media plan. Learning activities are embedded into the weekly learning and are designed to improve understanding of the material. 

Students will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time. Additional learning activities may also be provided to students to complete outside of timetabled time.

A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.

 


Teaching Schedule

Week

Topic:

Assessment tasks

1

Course introduction: Details of the course

Assessment information

The face of media today-media outlook

 

2

Media strategy /The Legal and Ethical framework

Media research tools

Looking at the legal environment

What is a Code of practice?

 

3

Understanding consumers

Using research to understand target

Introduction to Roy Morgan Research Profiler

How to write a media strategy

Brief for case study for Assessment Task 2 Part A Media Strategy and Plan.

Attendance forms part of this assessment

4

What is a consumer insight?

Using Roy Morgan Research Asteroid:

Bringing the strategy together /Media selection

Print Update

 

5

Managing the client’s account

Defining a target audience-tools

News Media update

Ass Task 2 Pit stop 1:  Finalise research of the client and the task. What is the challenge?

Attendance and upload of pitstops forms part of this assessment 

6

Setting Objectives

Codes of practice and ethics

RMR Using Consumer profiling: Quiz

Media planning  using Asteroid

Preparation for Assessment 1 Knowledge Quiz in Week 7

7

Assessment Task 1 Knowledge Quiz: Media and account management

Reaching consumers

Revisit Media selection Radio & TV

Is anybody watching?

Assessment Task 1

Knowledge Quiz 

Ass T 2 pit stop: Establish draft objectives for project brief:

Attendance and upload of pitstops forms part of this assessment 

8

Reaching consumers:  using social

Media selection digital channels

Who is using what? How to plan digital

Reaching consumers OOH & Cinema update

 

 9

Monday- Wednesday Classes only

 

 Mid semester break April 1-7 including Easter

 

9

 

Monday- Wednesday Classes only( after Easter)

 

Mid semester break April 1-7 including Easter

Ass T 2 pit stop: Who is your target for project using research/Asteroid data and consumer insights

Attendance and upload of pitstops forms part of this assessment 

 

10

Finalise consumer research and media selection for Ass Task 2

Using research to determine best media selection

Identifying stakeholders and using resources

Any Quiz resubmission to be done this week

11

Finalise media schedule for Assessment 2

Media scheduling advanced

 Using RMR Media planner function

Establishing R & F measurement benchmarks

 

12

Finalise all documents for Group Assessment

Ass T 2 Part A

Media strategy and Plan due

13

Student teacher meetings 

Presentation development

Review discuss and adjust the plan. Individual Assessment submission meetings. Attendance forms part of assessment

14

Assessment Task 2 presentations

Ass T 2  Presentation

15

Assessment Task 3 Prepare briefs for stakeholders

What does the production department need to know?

What, who and when for producing the ads for the campaign- internal and external suppliers

Ass T 2 Presentation (if required)

Ass T 3 Prepare briefs for stakeholders due

16

Meetings, catch up’s, discussions, any resubmissions 

Resubmissions only

17

Meetings and Q & A’s only

 


Learning Resources

Prescribed Texts


References


Other Resources


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

Three (3) assessment Tasks for this course.

Assessment Task 1 Knowledge Quiz

Due : Week 7

Summary & Purpose 

This task is designed to examine the student 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, measurement and performance indicator tools and relevant legislation and Code of ethics.

This is a knowledge task in the form of a written quiz. It will be done in class time.  This is an individual closed book assessment task.

Assessment Task 2 Media strategy & Plan

Due : Week 12

Summary & 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. 

You will work throughout the semester to develop a media strategy plan using research to determine consumer insights based on a case study provided to provide:

  • A written document including a costed media schedule
  • A presentation of the above

Assessment Task 3 Brief for Stakeholders

Due: Week 15

Summary & Purpose

Once a costed media campaign has been approved by a client, all of the stakeholders involved in the campaign must be notified comprehensively. The account and media teams are responsible for ensuring that this is completed so that the campaign can launch and be aired on time and with appropriate creative communication

For this assessment task you will prepare a brief to an internal and external stakeholder that is involved in your project for Assessment task 2.

 


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.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
  • 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

 Failure to submit by the due date without one of the above will result in a DNS

Resubmissions:

 If you are found to be unsuccessful in a particular Course Assessment Task 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.

 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): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes: Satisfactory, Not Satisfactory, DNS (Did not Submit)

There are three (3)assessments for this course, students must be deemed Satisfactory in all (3) assessments to be competent in this course. You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

Overall Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing. 

 

Course Overview: Access Course Overview